Wednesday, September 4, 2024
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9:30am - 10:00am
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SIGN-IN AND NETWORKING BREAKFAST
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10:00am - 10:10am
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WELCOME REMARKS
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Sonia David
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Vice President
ANA Business Marketing Practice
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10:10am - 10:20am
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10:20am - 10:50am
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HOW TO FIND AND ACT ON YOUR NEXT 100-MILLION DOLLAR REVENUE OPPORTUNITY
Join industry experts Mike Kelleher,Managing Director, Strategy Consulting, Technology, and Meredith Fuller, Managing Director of Demand Strategy, from Marketbridge as they reveal strategies to identify and seize major revenue opportunities. This session will cover how to spot high-growth markets, use data-driven insights for decision making, align solutions to customer needs and buyer's journeys, and develop actionable plans for significant scalability. Ideal for revenue leaders, this session offers essential insights to propel your organization to the next level.
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Mike Kelleher
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Managing Director, Strategy Consulting, Technology
Marketbridge
Meredith Fuller
Managing Director, Demand Strategy
Marketbridge
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10:50am - 11:25am
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CUSTOMER STRATEGY IN THE AGE OF AI
When it comes to influencing buying decisions, personalization is a strategic imperative. Despite advanced tools, data, channels, and now AI – effectively engaging buyers at every step remains challenging. In this session, author of the new book, Personalized and Senior Lecturer of Business Administration of Harvard Business School, David C. Edelman, explores the Five Promises of Personalization that companies must fulfill to succeed. You’ll walk away with actionable strategies to enhance buyer engagement and help drive business growth.
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David Edelman
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Senior Lecturer of Business Administration Harvard Business School
Former CMO at Aetna, a CVS Health Company
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11:25am - 11:55am
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ARCHITECTS OF OPPORTUNITY: DESIGNING THE BLUEPRINT FOR UNIFIED REVENUE CREATION
In this session, Saima Rashid will share the blueprint for unified revenue creation that the 6sense team relies on for their impressive growth. Learn new strategies to establish predictable revenue growth by first forging predictable pipeline, utilizing intent data, generative AI, and innovative sales programs like ‘PipeGen Tuesdays’. Be inspired to align your sales and marketing teams and construct a revenue engine that empowers them to optimize opportunity creation and conversion. Whether you’re a seasoned revenue architect or just starting, this session provides the insights and strategies needed to build a path to revenue success.
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Saima Rashid
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SVP Marketing & Revenue Analytics
6Sense
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11:55am - 1:00pm
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NETWORKING LUNCH
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1:00pm - 1:30pm
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ACHIEVING MAXIMUM MARKETING ACCELERATION
In today's always-on and cluttered marketing landscape, getting closer to the customer is more challenging than ever. With so many new technologies, tools, and KPIs to track and measure, it can be difficult to maintain focus on the main goals.
How do we know if we are truly making an impact and building lasting customer relationships? How do you ensure your company aligns with your customers’ goals to drive greater outcomes?
Join Sophia Agustina, Former Global Brand-to-Demand Strategy, IBM, and Peter Sutton, Vice President GTM and Product Marketing, PTC as they share a GTM strategy, a proprietary 9 Cs framework, that places the customer at the center of it all.
This session will provide actionable insights based on the 9 Cs framework on how improvements in one area can significantly drive business growth. Key takeaways include:
- An understanding the 9 critical inputs to the framework and how they work together
- Deeper understanding of how the Cs in the framework impact the other and how making adjustments can lead to outsized outcomes
- A closer look into to 3 critical inputs in Competitor, Campaign, and Channel strategies to drive measurable impact in your customer relationships
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Sophia Agustina
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Former Global Brand-to-Demand Strategy Cross IBM
IBM
Peter Sutton
Vice President GTM and Product Marketing
PTC
View Presentation
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1:30pm - 2:00pm
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MASTERING THE BALANCE: BRAND MARKETING VS. DEMAND MARKETING
In the evolving marketing landscape, marketing leaders face the critical challenge of balancing brand marketing with demand marketing to drive both immediate revenue and long-term brand equity. Join this panel of experts, featuring Kyle Smith, Head of Marketing, Healthcare at Noom, Anna Giangregorio, Director of Corporate Marketing at PTC, and Michael Botti, Vice President - Head of Claims Marketing for Verisk, as they delve into how senior marketing leaders can create a harmonious strategy that optimally allocates resources between building brand awareness and generating demand. Together they will define and debate strategies for driving meaningful engagement across both smaller hyper-targeted segments and larger mass audience segments.
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Moderator: Amy Grucela
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SVP of Marketing Strategy
Marketbridge
Michael Botti
Vice President - Head of Claims Marketing
Verisk
Anna Giangregorio
Director of Corporate Marketing
PTC
Kyle Smith
Head of Marketing, Healthcare
Noom
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2:00pm - 2:15pm
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BREAK
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2:15pm - 2:45pm
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LEVERAGING TECHNOLOGY TO AVOID SIGNAL LOSS
This session focuses on mastering the interplay between marketing and sales strategy, execution, analytics, and ensuring they work together seamlessly to avoid signal loss. This power team, Kathi-Lyn Coker, VP of Marketing & Sales Technology Strategy for Lincoln Financial, and Carrie Donahue, Managing Director of Strategy Consulting, Financial Services for Marketbridge, will explore how technology is the crucial enabler in this process—and share use cases from Lincoln Financials’ own technology implementation. Attendees will gain insights into creating a cohesive marketing approach using technology to enhance effectiveness and ensure all components work in harmony for maximum impact.
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Kathi-Lyn Coker
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VP, Marketing and Sales Technology Strategy
Lincoln Financial
Carrie Donahue
Managing Director, Strategy Consulting, Financial Services
Marketbridge
View Presentation
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2:45pm - 3:15pm
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BEYOND STRATEGY: ORGANIZATIONAL SYNERGY & GROWTH TACTICS
Growth demands more than just a strategic approach; it requires full organizational alignment. This panel, featuring Joy Jarrett, CMO at Guidehouse, Kate Adams, SVP of Marketing at Quickbase, Tasha Johnson, VP of Global Marketing at Graebel, and Jon Russo, CMO and founder at B2B Fusion, will recap some of the key points from the day's conference while discussing how sales, marketing, customer experience, and overarching leadership can break down silos and collaborate to deliver a unified, seamless experience to high-value accounts. Join this rapid-speed panel session to gain insights into:
- Creating a cohesive framework that uncovers unique insights to connect with key accounts and propels growth efforts
- Aligning marketing, sales, and CX processes to drive pipeline excellence and a culture of winning together
- Best practices, technologies, and winning tactics for cross-functional collaboration when operating under pressure
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Moderator: Jon Russo
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Founder & CMO
B2B Fusion
Joy Jarrett
CMO
Guidehouse
Kate Adams
SVP of Marketing
Quickbase
Tasha Johnson
VP, Global Marketing
Graebel
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3:15pm - 3:20pm
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CLOSING REMARKS
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Sonia David
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Vice President
ANA Business Marketing Practice
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