CMO Atlanta Summit | Feb 8, 2018 | Atlanta, GA, USA
↓ Agenda Key
Keynote Presentation
Visionary speaker presents to entire audience on key issues, challenges and business opportunities
Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee." title="Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee.
Executive Visions
Panel moderated by Master of Ceremonies and headed by four executives discussing critical business topics
Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members." title="Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members.
Thought Leadership
Solution provider-led session giving high-level overview of opportunities
Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community." title="Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community.
Think Tank
End user-led session in boardroom style, focusing on best practices
Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard." title="Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard.
Roundtable
Interactive session led by a moderator, focused on industry issue
Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done." title="Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done.
Case Study
Overview of recent project successes and failures
Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions." title="Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions.
Focus Group
Discussion of business drivers within a particular industry area
Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions." title="Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions.
Analyst Q&A Session
Moderator-led coverage of the latest industry research
Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst." title="Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst.
Vendor Showcase
Several brief, pointed overviews of the newest solutions and services
Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences." title="Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences.
Executive Exchange
Pre-determined, one-on-one interaction revolving around solutions of interest
Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest." title="Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest.
Open Forum Luncheon
Informal discussions on pre-determined topics
Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch." title="Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch.
Networking Session
Unique activities at once relaxing, enjoyable and productive
Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive." title="Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive.
7:00 am - 7:55 am
8:00 am - 8:10 am
8:10 am - 8:40 am
One of the most compelling questions that CMOs must answer today is that of how digital marketing is affecting their role and by extension how the CMO now fits into the management team. The fact of the matter is that the importance of marketing is increasing within the enterprise as it moves to become increasingly data driven and the CMO needs to be the catalyst that helps the team make this transition. Marketing leaders need to understand the digital impact and use it to drive new strategies, new decision making, new technologies as well as new roles and responsibilities for not only their team, but for themselves as well.
Takeaways:
8:45 am - 9:15 am
Today's consumers have more power, choice, information and influence than ever before. Marketing to this generation of customers isn't just about media, branding, campaigns, or activations. It's about creating memorable moments, cross-channel that compete with our customer's last best experience. Experiences that are persistent, orchestrated, and improving constantly. As we move through our digital transformation journey, we are building teams, processes and platforms for the future that enable us to build products that are worth talking about and coming back to.
9:20 am - 9:45 pm
Digital marketing channels are becoming ever more significant and impactful to the success of enterprise marketing campaigns, and by extension to the organization itself. Digital channels are, in many cases, still based upon emerging technologies, and capability with them within the organization may be weak. CMOs need to be investing in not just the right tools, but also the right people with the right skills and capabilities to make digital work, whether those are in social, data, mobile, or other digital areas.
Takeaways:
9:50 am - 10:15 pm
Most B2B companies have thought of B2B channels (agents, distributors, resellers, and so on) as distribution channels " or, more limitedly, sales channels " for many years. But B2B marketing professionals are waking up to the fact that they can leverage their channel partners for their marketing reach as well. A few savvy B2B manufacturers/vendors and brand leaders have been doing through-channel marketing for years. Now it's time to up your game. Examine the trends in B2B through-channel marketing and how you can apply supporting through-channel marketing automation (TCMA) technologies most effectively to power-up your through-channel marketing initiative.
Takeaways:
10:20 am - 10:30 am
10:35 am - 11:00 am
Mobile is likely to be attributed as the biggest game changer for consumer behavior this decade. 2014 saw smartphone penetration hit 75% of the population, whilst tablets hit 50% and each year since those numbers have just gone higher. Mobile is clearly taking over as the consumer's main route to shopping experiences and product knowledge. As a marketer, how then can you use mobile to impact the metrics that matter most? Mobile advertising used correctly can be your most intimate link to your customer. Combined with data analysis of consumer behaviors, brands now have the potential to deliver the right ad, to the right person, at the right time, in the right location. The challenge for marketers; how do you do this without being too intrusive and alienating your customer?
Takeaways:
11:05 am - 11:30 am
It is an unfortunately well known aspect of human nature that we are more likely to pay attention to negative commentary than we are to positive. In a pre-social world the opportunity to share those negative opinions was limited, but when those opinions are shared via social media they can impact millions. Marketing departments then need to help their organizations manage this messaging and a Social Media Monitoring Platform (SMMP) can be key to saving face and preserving online dignity.
Takeaways:
11:35 am - 12:00 pm
Over the past decade many organizations have been blown out of the water by the innovations of Silicon Valley Start-ups. These companies have collectively identified two key things; growth does not happen by simply having a good product, and traditional marketing techniques are often ineffective in driving growth online. It has become evident that there is no one-size-fits all approach that works; the challenge is in the details and figuring out where to focus for your own company. Enter growth hacking, a term coined by Sean Ellis one of the first marketers at DropBox. Digital has transformed the marketing landscape; in a connected world where digital experiences can rapidly become an epidemic, the best growth hacks will take advantage of these unique opportunities. Growth hacking was born out of startups, but it is something that every smart marketer should embrace.
Takeaways:
12:05 pm - 12:30 pm
Studies ubiquitously indicate that engaging with leads as soon as they identify themselves is essential to positive and successful relationship, yet on average the time to engage is shockingly slow. As digital marketing becomes increasingly common, second chances to engage may no longer occur because another option is too easily and quickly presented. CMOs must help their organizations find ways to increase the speed with which leads are recognized, classified, and engaged with in order to ensure long-term organizational viability.
Takeaways:
12:35 pm - 1:20 pm
1:25 pm - 1:50 pm
The premise is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.
If a brand event stirs genuine positive emotions within people then they are more likely to associate those emotions with that brand, which is more effective than just showing them a Facebook ad or something.
Occasionally the line blurs between experiential marketing and a straightforward PR stunt, but we aren't here to waste time quibbling over definitions.
1:55 pm - 2:20 pm
Brand and brand recognition are everything; when a brand is built right it defines a segment, but for every Apple, Coke, or Porsche there are dozens of companies that failed to either build or sustain a strong brand. As challenging as the brand issue has been in the past however, today's digital marketplace compounds the problem as each individual channel has the capacity to add to or detract from brand awareness and opinion in a way that old school single channel marketing never experienced. CX professionals must work diligently to ensure they are using all available channels to promote a consistent set of experiences, a consistent voice, and a consistent brand.
Takeaways:
2:25 pm - 2:50 pm
This could be the year that the phrase Content is King becomes truer than ever as today's social media and technology driven societies demand material that will actively captivate audiences and, more importantly, engage customers. This is no easy task given the increasingly short attention span of consumers yet proving the value of content is a necessity since accountability for business growth now falls squarely on the shoulders of marketers. Traditional measures such as engagement, page views, and social shares are no longer sufficient for demonstrating ROI and so responsive websites really are the way forward.
Takeaways:
2:55 pm - 3:20 pm
Have you struggled to get employees to think more about the customer in their jobs? Do they say they're customer centric but don't walk the talk? Do they regularly consider customers in their decisions? Do your systems and processes still incent your employees on traditional business metrics? If so, this Think Tank session may help you crack the code on the barriers in your business. This session will focus on reviewing several CX disciplines, and on learning from peers on the challenges and lessons learned in shifting the culture from business/product focused to customer focused.
Key Takeaways:
3:25 pm - 3:35 pm
3:40 pm - 4:05 pm
4:10 pm - 4:35 pm
With the combination of mobile computing opening new channels to more people, and social media allowing them to connect, our world has never been smaller and our access to global markets never been greater. To find optimal success in these global markets we need to tailor our efforts to respect local cultures while also drawing enough of the global culture into local market offerings. Building a glocalization program that creates a seamless fusion of these disparate cultural elements is essential to enhanced success both abroad and at home.
Takeaways:
4:40 pm - 5:20 pm
The days of "first touch" attribution are long gone. Today there is an intense focus for predictable revenue results, to know customer acquisition costs (CAC) and to understand the Customer Journey. Because of the Internet, the balance of power has shifted from Brands to customers with customers able to search myriad sources of information about a company and their products before ever engaging them with a phone call or a webform. This has led to the ongoing need to follow the Customer through multiple paths including SEM, SEO, Social, Display and more. Marketers and Customer Experience professionals are working side by side with IT professionals to move from Multi-Channel marketing to Cross-Channel Marketing to now Omni-Channel Marketing. This panel of experts will discuss how critical it is for Marketers, Customer Experience and Information Technology to work closely together to ensure the production of accurate data on the Customer Journey.
5:20 pm - 5:30 pm
5:30 pm - 7:00 pm