Marketing Tech Magnified 2019
MarTech, Data, & the Marketing Mix
Friday, March 15, 2019, 9 am – 6 pm
NRECA Conference Center, Main Conference Room CC1 at 4301 Wilson Boulevard
What is Marketing Tech Magnified?
9:00 – 9:30 am
Check-in, Coffee, and Networking
9:30 – 9:45 am
Welcome and Opening Remarks
Get your coffee and your seat because when we start — we’ll really start.
We will kick off the day with welcomes and thank yous. In the spirit of “On with the Show,” we promise to keep it quick and over before you blink.
Speaker: Natalie Robb, Principal, WaveLength Analytics and Organizer, DC Marketing Tech Talks
9:45 – 10:15 am
Take Back Control! (Marketing May Require Some Thinking After All)
MarTech innovations continue to accelerate at breakneck speed. Modern marketers now have the ability to micro-target at scale and automate like never before. But did we lose something in the process? Did we substitute automation for thoughtful planning? Did we give up scale for quality? Are we still gathering around a whiteboard and brainstorming creative multi-touch campaign flows like we used to, or are we assuming that marketing automation will do the thinking for us? In this session we’ll explore some of the pitfalls of modern marketing and ways to strike a balance between the art and science of marketing.
Speaker: Nick Panayi, VP, Global Brand, Digital Marketing and Demand Generation at DXC Technology
10:15 – 10:45 am
8 Ideas to Turbo Charge Your Marketing Machine with High Quality Data
Time to examine what the modern data architecture should look like in 2019. In this session, we will talk about rationalizing and simplifying your technology estate and how to get the most of your technology spend. We’ll also discuss information management best practices that protect customer data and build solutions around customer privacy. All so you get the most value out of data to drive effective marketing campaigns, delight your customers with highly personalized omni-channel experiences and become a data-driven organization that can turbo-charge your business.
Speaker: Raman Tallamraju, VP, Head of Architecture – Distribution and Marketing at T. Rowe Price
10:45 -11:30 am
Beyond the Core Stack: MarTech for the Marketing Mix
This session features 3 marketers who work in different parts of the marketing mix. Each gets 15 minutes to explain their tools, the data it collects and the decisions they make. They’ll touch on how its changed the way they do things, and what they’re looking to do next.
- Anuj Agrawal, CMO, Earth Networks
- Beth Arritt, Staff Vice President of Marketing, American Association of Airport Executives
- Connie Yiu, Paid and Organic Social Media Lead, Snag
11:30 – 12:00 pm
How to Build a BDR Playbook
More and more, managing business development or sales development reps is falling under demand generation. In this talk, we define essential BDR playbook requirements and talk about how your company can create one that helps you create repeatable and scalable processes, know the metrics you should measure, and accelerate productivity of your BDR team.
Speaker: Lorraine Joseph, Director of Business Discovery, Unanet
12:00 – 12:50 pm
12:50 – 2 pm
Lightning Round: Campaigns of Staggering Genius
Hosted by the master showman of the Twittersphere, Amir Zonozi, panelists get the rare chance to show off and brag about campaigns that crushed it. This session showcases some of area’s most creative marketing campaigns, cool tools, and the clever content that delivered the leads, opportunities, and sales.
Host: Amir Zonozi, Co-founder and Chief Strategy Officer at Zoomph
Campaigns and Panelists:
Score a Social Media Touchdown: A Case Study of Social Engagement for Meetings by Gio Palatucci, Director of Social Media Services at Sparkloft Media
Let’s Make a Deal: A Case Study of Buyer Intent Data by Moni Oloyede, Marketing Operations at Fidelis Security
Newsjacking The Midterms: An Omni-channel Campaign by Chris Rodriguez at Phone2Action
How SalsaLabs and WebMechanix Slayed the Salesforce Dragon: A Case Study on Paid Search by Chris Mechanic, CEO at Webmechanix
Air Travel in Real Life: A Case Study of Comedians and YouTube Ads by Catherine Guarnieri, Growth Lead at Upside Business Travel
Improving Brand Affinity in Negative News Cycles: A Case Study of Editorial-Style CNN Ads by Kristin Fallon, VP of Marketing Communications at GE Power
2:00 -2:30 pm
Market Research and Data Sciences to Improve Demand Gen Strategies
Marketing is swimming in data. In this session, we dig into the big topic of analysis: Marketing Mix Modeling, Digital Attribution, and A/B Testing and how these methods of evaluating data can help your marketing dollars go further. We’ll also talk about how each of these methods can be misused, or over interpreted, and lead to poor outcomes and how to you can avoid that. Squeezing an extra 10-30% from your marketing dollars can change your whole company’s valuation.
Speaker: Dave Young, VP Demand Gen at K12
2:30 – 2:45 pm
Afternoon Coffee Break
2:45 to 3:30 pm
Striking the Right Mix of Inbound and Outbound
What worked last year to develop to get to the sale – before GDPR and Facebook’s privacy woes – does not necessarily work this year. There are new challenges getting to the inbox with growing deliverability problems, increasing unsubscribes, and falling open rates. In this panel, we discuss the right mix of strategies and tactics from local, fast-growing rock stars to inspire you and help your company grow.
- Joe Matar, Director of Marketing, Brazen
- Katie Mentus, Head of Design at TravelBank, Founding Team
- Margaret Irons, VP of Marketing and Communications, 3Pillar Global
- Jessica Dodson, Senior Director of Demand Generation, Sonatype
Moderator: Jessica Sprinkel, Sponge
3:30 – 4:30 pm
Ask Me Anything (AMA) Panel
Get ready to be inspired by an eclectic and electric group of marketing and sales leaders as we end our 2019 conference on a high note. In this session, you get to ask our esteemed panelists anything. And we mean, anything.
- Charles Gold, CMO, Atomicorp
- Jill Lynn, Head of Sales, Trunk Club, DC, a Nordstrom Company
- DP Venkatesh, Digital Engagement Leader, Cisco Collaboration Technology Group
- Jumanah Anter, SVP of Global Demand Gen, Mastercard
Moderator: Robin Izsak-Tseng, Director of Growth Marketing, BetterCloud
4:30 to 6 pm
Closing Remarks and Happy Hour!
Kick back with your friends, both old and new. Raise a glass. Talk marketing technology. See cool demos. Have fun.