Marketing Tech Magnified 2021
Marketing and MarTech Alignment
New date to be set when events resume, 8:30 am – 6 pm
Carahsoft 5th Floor Conference Center at 11493 Sunset Hills Road
Reston, VA
What is Marketing Tech Magnified?
Now in its 4th year, Marketing Tech MagnifiedTM is a DC-area conference where tech-savvy marketers come together to learn about marketing trends, ingenious marketing campaigns, new technologies and current best practices. Organized by the region’s leading marketing technology community DC Marketing Tech Talks, this annual conference is unique forum to share experiences across all marketing and advertising channels and to get inspired by the Campaigns of Staggering Genius Award winners.
If you’re gripped with running campaigns that engage and convert, obsessed with performance tracking and ROI, and excited by the technologies that improve marketing, then we can’t wait to meet you at Marketing Tech Magnified.
Please Join Us!
Marketing Technology & Meaningful Marketing
After years of growing MarTech stacks with the next silver bullet tool that gets us more, better, and less expensive marketing qualified leads, we’re taking on the big discussion of the day – that there is no silver bullet. All the automation in the world can’t replace a well-crafted strategy.
This year, we’re discussing how the marketing basics work together with marketing technology.
As we move into a new decade, marketers need to align strategic omni-channel marketing with marketing technology tools, great campaign content distributed in well-chosen channels — while constantly optimizing based on trustworthy data.
Marketing and MarTech alignment is the best path to reaching the right audience, communicating value, and building trust.
If you’re ready to dig in, broaden your 2020 marketing horizons, and explore new functional areas of the marketing stack, then you can’t afford to miss this year’s Marketing Tech Magnified.
Marketing Technology is Still Growing Fast
Got a Campaign of Staggering Genius?
Hear from DC’s Best Marketing and Marketing Tech Experts
Come learn from marketing leaders from both business-to-business and business-to-consumer companies.
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Natalie Robb Principal, WaveLength Analytics & Organizer, DC Marketing Tech Talks
With more 20 years of marketing and data analytics experience, Natalie Robb is the Principal of WaveLength Analytics and the Organizer of DC Marketing Tech Talks. She helps tech and telecom firms develop and execute successful marketing plans and programs based on data. Working at the intersection of marketing analytics and tech infrastructure, clients include technology companies like NetApp, Microsoft, and Brocade, as well as many growing security and SaaS companies. Prior to starting WaveLength, Natalie worked at TeleChoice, PSINet, SRA, and Hay Group. Natalie earned a B. A. from the University of Michigan, Ann Arbor and an MBA from the University of Texas at Austin.
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Cindy Zhou Chief Marketing Officer at LogRhythm
Cindy Zhou brings more than 19 years of practitioner experience in corporate marketing, product marketing, product management, and sales operations to LogRhythm as Chief Marketing Officer (CMO).
Ms. Zhou spearheaded marketing transformation at multiple technology companies including BackOffice Associates, IBM, Emptoris, Rivermine, and MCI. Prior to joining LogRhythm, she was CMO of Level Access, a digital accessibility solutions provider, where she drove the company’s marketing, inside sales, and sales enablement initiatives. Before that, Ms. Zhou was vice president and principal analyst at Constellation Research where she oversaw digital marketing and sales effectiveness. Previously, Ms. Zhou worked in a senior level marketing position at BackOffice Associates, a global provider of data quality and information governance solutions. She also led worldwide demand generation for IBM’s Smart Commerce initiative.
A recognized industry influencer and award-winning revenue marketing executive, Ms. Zhou is a frequent speaker, writer, and media contributor who is quoted in over 100 articles on marketing, sales, and customer experience technology, best practices, and trends. She serves on the board of advisors for the Technology Marketing Alliance, the University of South Florida Muma College of Business’s Digital Marketing Certificate, and is an original founding member of the Sales Enablement Society. Ms. Zhou was named a 2019 Star CMO by DCA Live, ranked No. 3 on ARInsights Analyst Power 100 list in April 2018, and was honored as one of four finalists for the “Marketing Executive of the Year” Marketo Revvie Award in 2016.
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Carol Chin Director of Content Marketing at Ellucian
Carol Chin is a marketing strategist, storyteller, and customer advocate who specializes in B2B content marketing. She currently serves as the Content Marketing Director for Ellucian, a technology company, where she is responsible for developing the company’s thought leadership platform, building brand awareness, and driving revenue. She leads a team that creates assets in a variety of formats and amplifies them through paid, earned, shared, and owned communication channels, with the goal of engaging and educating targeted personas throughout their buying journey. Previously she worked as the Director of Marketing and Communications for Pearson, a global education and publishing company. Carol has a BA from the University of Pennsylvania and an MBA from the University of Michigan.
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Nelson Duffle Chief Content Officer at Smart Content Marketing
Nelson Duffle is the Founder and Chief Content Officer of Smart Content Marketing, LLC in Washington, D.C. – a boutique agency that he started in 2009 to create powerfully effective strategies and content for major corporations, businesses and national associations. Among their many clients are Bloomberg, Dell, National Mining Association, Kaiser Permanente, and the Council for Global Immigration.
Nelson got his start as an award-winning broadcast news journalist, producer and anchor for NBC-TV affiliates, and later transitioned into advertising and marketing. His career focus has always been on creating content that informs, educates, influences and impacts audiences in a positive way. He is considered an industry expert in video content marketing in particular.
Before starting Smart Content Marketing in D.C., Nelson launched marketing firms in Boston and Austin, and held senior-level positions at Amplifier Content, Fidelity Investments, GlobalScape, and the Brand Momentum Group (Citigate). He is a graduate of the University of Texas at Austin with a degree in Communications.
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Lauren Dower Director of Digital Media & PR at Carahsoft
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Brendan Hummel Director of Digital Marketing and Demand Generation at Claroty
Brendan Hummel is the Director of Digital Marketing and Demand Generation at Claroty, an industrial control systems cybersecurity firm. He is responsibilities include creating brand awareness for Claroty through digital channels as well as managing the website experience for visitors. Generating new, qualified leads is a main focus of Brendan’s as he helps to build pipeline for the sales team with educated, excited prospects. Prior to joining Claroty, Brendan was the Digital Marketing Manager at Protegrity, a data security firm where he helped transition them from an outbound marketing strategy to a more inbound focused one. He is a Salesforce Partdot Specialist and has extensive experience with Hubspot. He holds a B.S. in Communication Studies with a minor in Marketing from the University of Rhode Island.
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Ema Gantcheva VP of Growth at SumTotal, part of Skillsoft
Ema Gantcheva is a VP of Growth at Skillsoft/SumTotal and co-organizer of DC Marketing Tech Talks. She leads a rock star team responsible for managing the marketing technology stack, marketing business processes, marketing databases, campaign management, and reporting/analytics. Before her present position, Ema served as Head of Marketing at WireWheel, Sr. Director of Demand Generation and Director of Marketing Operations at Snagajob, as well asDirector of Marketing Operations at MicroStrategy. Earlier in her careers, she served as the CRM Senior Manager at Monumental Sports and Entertainment, the firm owning the Washington Capitals, Wizards, Mystics, and Verizon Center. Ema earned both her MA and BA at American University.
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Marina Devalia VP of Marketing at Phone2Action
Marina Devalia, VP of Marketing at Phone2Action, is an experienced marketing leader with an aptitude for building effective marketing operations in the enterprise SaaS industry. As a relentless explorer on discovering new avenues to optimize the Revenue Marketing framework and bridge the gap between Marketing and Sales, Marina comes to Phone2Action from Higher Logic. While there, she worked her way up to VP of Marketing from a Senior Marketing Manager. Prior to Higher Logic, Marina served as a product manager at Opptiv and as Senior Product Specialist at Pacific Trade International. She earned her MA in International Commerce and Policy, and her BS in Business Administration from University of Maryland.
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Mary Kirkman Sr. Director of Demand Generation at ScienceLogic
Mary Kirkman, Senior Director of Demand Generation for ScienceLogic, is a seasoned marketing executive with a sustained performance record at global B2B companies ranging from the startup phase to $2B in revenue. Bringing extensive marketing experience that spans digital marketing, marketing programs, product management, and product marketing, Mary is currently responsible for transitioning ScienceLogic from primarily outbound to an inbound demand generation engine that fully leverages digital channels to meet marketing and business goals. She leads a talented team covering Field Marketing, Events, Digital Marketing, Operations and Omni-Channel campaigns to drive customer acquisition and success. Prior to joining ScienceLogic, Mary held marketing roles at Appian, Software AG, Kana, McAfee and others. Mary earned her undergraduate degree from the State University of New York at Albany, and her MBA from Binghamton University.
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Tiffany Gourdin Advisor, ABM Marketing Programs at DXC Technology
Tiffany Gourdin is currently serving as Advisor, ABM Marketing Programs at DXC Technology where she is responsible for their targeted account global campaigns. As a co-organizer of the DC Marketo User Group, Tiffany’s MarTech experience runs deep. She is adept at implementing and running CRM platforms including Salesforce and Hubspot, as well as marketing automation platforms (certified in Marketo and Eloqua). Her prior roles include Digital Marketing Team Manager at Amber Road, Senior Manager of Marketing operations and Analysis at Metalogix, Sales Operations at Dell, among others. Tiffany earned her MBA from the University of Maryland her her BS from Penn State University.
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Michael Applebaum VP of Product Marketing at Nexthink
Michael Applebaum is a seasoned B2B technology marketer who has led marketing and sales operations teams in high-growth companies such as Tenable, Opower, Invincea, and Q1 Labs. Today at Nexthink, he leads product marketing, content marketing, and sales enablement, driving the success of the company’s product portfolio and setting up field teams for optimal success. Michael combines marketing savvy, strategic insight, and a passion for building standout teams to achieve exceptional results. Michael earned his MBA from Harvard University and his BSE in Operations Research from Princeton University.
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Laura Dimon Marketing Operations Manager at Commscope
Laura Dimon is the Marketing Operations Manager at Commscope. Laura joined Commscope in 2017 and has responsibility for global marketing operations including overseeing the data and technology infrastructure as well as marketing processes. She has significant experience in CRM and Marketing Automation tools. Previously Laura served as the Sales and Marketing Analytics Manager at Backoffice Associates. Prior to Backoffice, Laura held the position of Demand Programs Professional for IBM’s Software Group. Before IBM, Laura was the Senior Marketing Specialist at Emptoris Inc. Laura holds a Master of Science in Marketing from Johns Hopkins University in Baltimore, Maryland as well as Bachelor of Science in Marketing from the University of Maryland, College Park.
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Sara Costello Enterprise Program Manager - Navigator at T. Rowe Price
Sara Costello is a former marketer, and current CRM and Martech product geek. Currently Digital Program Management Leader at T. Rowe Price, she has led multiple customer experience and business capability transformations at several enterprise organizations over the last decade. Sara specializes in identifying and clarifying opportunities and ‘leading these to life’ within a company. Given this journey, she’s experienced the joys of working with a team to deliver awesome and impactful experiences and survived treks across the valley of despair when things didn’t work as planned. Outside of work, Sara is really into transforming houses into homes, and is currently enjoying the comfort of her fourth full-house renovation. This also means she has a minor addiction to Pinterest!
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Madhu Galuti CEO at Marrina Decisions
Madhu Gulati, CEO of Marrina Decisions, is a Marketing Operations entrepreneur and thought leader, speaking at conferences including Marketo Roadshows, Marketo User Groups and CEO summits. Bringing together the right ideas and talent to excite customers and help them grow in a scalable and innovative way, she’s responsible for setting the strategic direction and providing innovative solutions to clients.
Madhu has helped countless B2B companies like Google, Infoblox, Captricity, Xero, SAP, keeping the pulse of each client and always embracing the Marketing technology stack to optimize for ROI. Madhu holds a Bachelors in Commerce, Law degree, and MBA. Previously a senior professional services team member at Marketo, now Adobe, a leader in marketing automation, and with 2 decades in the Marketing industry, Madhu is recognized as one of the most respected evangelists in the new world of Flawless Marketing Operations Function.
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Alex Parent Director of Demand Generation at Curbio
Alex Parent is the Director of Demand Generation at Curbio. Alex’s experience comes from a mixture of large organizations and most recently startups where he implements go-to-market strategies to increase sales and leads by using digital and traditional marketing channels. Over the years he has worked in several different verticals including B2B SaaS, Fintech, E-commerce, and Real Estate Technology.
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Moni Oloyede Marketing Technology & Marketing Operations Specialist at Fidelis Security
Moni is a Marketing Operations specialist with 13 years of Marketing Technology experience. She has worked with all the major marketing automation companies – Marketo, Eloqua, HubSpot, and ExactTarget, both consulting and direct for B2B organizations. She has a proven track record in integrated marketing, especially with establishing digital presence through SEO/SEM, demand generation process, and website optimization. Moni is a current Marketo Champion, as well as an award winner and presenter at both Marketo and Eloqua conferences in the past.
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Lorraine Joseph Sr. Director of Business Development and Discovery at LeaseAccelerator
Lorraine Joseph has over 20 years of experience in the sales profession, with the last 13 years in the Inside Sales/SDR arena. Lorraine has managed and ran SDR programs for Logi Analytics, Metalogix and is currently the Sr. Director of Business Development and Discovery at LeaseAccelerator. The Tenacious Development Assignment was Lorraine’s SDR /Lead Generation consulting business, during which she worked with a clientele that include Appian Software, Metalogix and Commercial Tribe.
Lorraine is from Zanesville, Ohio and studied math and chemistry at Ohio State University and Ohio University. In addition, to Lorraine’s STEM studies, she studied voice at The Cincinnati Conservatory of Music and marketing at Georgetown University.
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Ben Foster Chief of Product at GoCanvas
Ben Foster is the Chief of Product at fast-growing GoCanvas and Founder of Prodify, a firm that serves as advisors, coaches and consultants to accelerate customer and shareholder value via Vision-Led Product Management. Prior to his current role, Ben served as vice president of product and UX at Opower, now a publicly traded company, VP of Product at Adchemy, and senior product manager at eBay. Ben has advised more the 50 startups on product including some of the area’s biggest and most successful startups. Ben is currently serving as advisor to four startups. Ben earned his BA from the University of California, Berkeley.
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Lee Wright Sales Operations Lead at Amazon Web Services
Lee has over 20 years of experience in Sales and Sales Operations across multiple industries. He has led Global Sales Operations team covering all aspects of operations, sales enablement, compensation, reporting, and analytics. Lee ran global Sales Operations for ComScore, Clarabridge, Opower, and Plateau. He currently works in Sales Operations for Amazon Web Services. He has also led a multi-million dollar business unit and carried a bag as an Account Executive. Lee has a deep understanding of analytics, sales process, and sales tools such as Salesforce and Clari. He has served on the Customer Advisory boards for Salesforce CRM & CPQ. He has an MBA from UNC Kenan-Flagler and a BBA from JMU in economics.
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Robin Izsak-Tseng Director of Growth Marketing, BetterCloud
As the Director of Growth Marketing for BetterCloud, Robin Izsak helps B2B teams drive engagement and conversion through account targeting, content strategy, demand gen programs, and martech initiatives. Strategy and revenue focused, with expertise in Marketo implementation and management. While a consultant, clients include BluVector, Upskill, Logi Analytics, and DH2i. Prior to becoming an independent consultant, Robin has had a long and distinguished career in marketing, serving at StorageNetworks, Oracle, 3M, MetaLogix, CircleBack and Logi Analytics.
One Day, 3 Panels, 4 Presentations & a Lightning Round
A whole day of solid action to learn how to optimize your marketing and your marketing technology to quickly grow high quality leads, revenues and your company.
8:30 – 9:00 am
Networking
Check-in, Coffee, and Networking
9:00 – 9:15 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
9:15 – 9:45 am
Presentation
Built to Last – Fortifying your MarTech Strategy with Foundational Marketing Principals
We’re all inundated with work in our functional areas, whether it’s running the MarTech stack, events, digital campaigns, and more, but how do we build a broader view into the business to get to the C-Suite? This session will dive into the core marketing principals and how to apply them to a modern digital marketing strategy. This holistic approach to creating a marketing strategy will also provide career tips to build the skill set needed to grow your marketing career.
Speaker: Cindy Zhou, Chief Marketing Officer at LogRhythm
9:50 -10:35 am
Panel
Don’t Just Create Content, Create Experiences
Content is at the core of all we do in marketing. So it’s no surprise we, as marketers, invest heavily in it. Regardless of our role on the marketing team—whether we’re creating the content or leveraging it to meet our goals—we understand the importance of content. It’s crucial for driving traffic, generating demand, and moving prospects down the funnel and toward the point of purchase.
But do we ever stop to think about how all of that immensely valuable content is experienced by our prospective customers? How it’s consumed? And how the experience around our content can impact what hard-earned visitors do next? If you really want to acquire more customers and keep the ones you have, you need to provide them with remarkable experiences. In this session we’ve pulled together a panel of content marketing experts to help us get to the bottom of what makes a great content experience, from content production, distribution and activation to content measurement and tech stack.
Key Takeaways:
- Be inspired by the many simple ways you can create remarkable experiences that people want to share
- Learn how a remarkable customer experience can be your most effective marketing
- Build contextual content/experiences that delight individual customers in the moment
- Learn how to transform content into different formats to create better, more personalized audience experiences
- Update best practices for analyzing content marketing success –
- Learn content formats that attract and convert prospects today vs 2019/2018
Panelists:
- Carol Chin, Director of Content Marketing at Ellucian
- Nelson Duffle, Chief Content Officer at Smart Content Marketing LLC
- Lauren Dower, Director of Digital Media and PR at Carahsoft
- Brendan Hummel, Director of Digital Marketing at Claroty
Moderator: Ema Gantcheva
10:45 to 11:15 am
Presentation
Sales + Marketing Alignment: Fads and Facts
“Smarketing” is not a new concept. So why do many Marketing and Sales organizations fail in the alignment department? Both teams need to align more closely than ever before to drive revenue. But the increased pressure is put on Marketing to drive the interlock on the operational level and own the outcome. In this session let’s breakdown all the tried and true tips around the Sales and Marketing alignment game: from building effective SLAs to crafting endless email templates.
Speaker: Marina Devalia, VP of Marketing at Phone2Action
11:20 – 12:00 pm
Presentations
True Tales in Marketing Transformation
In this session, we showcase 2 very fascinating case studies of marketing transformation, one from ScienceLogic and the other from DXC Technology.
Demand generation at ScienceLogic is transforming. They’ve recently transitioned from outbound email blasts strategy to following an inbound strategy on its way to account-based marketing. In this session, Senior Director of Demand Generation Mary Kirkman gives their true story of marketing transformation, from their business and marketing goals to target markets, martech stack decisions, and the omni-channel campaigns that fundamentally changed ScienceLogic marketing to replace lead quantity with lead quality.
Speaker: Mary Kirkman, Senior Director of Demand Generation at ScienceLogic
DXC Technology made some radical changes in their demand generation in 2018 and 2019. In this session, we dive into the impacts of making all content undated and a radically narrowed focus on a much shorter list of accounts.
Speaker: Tiffany Gourdin, Advisor of ABM Marketing Programs at DXC Technology
12:00 – 12:50 pm
Networking
Lunch and networking – generously sponsored by our friends at WebMechanix
12:50 – 2 pm
Panel Discussion
Lightning Round: Campaigns of Staggering Genius
In this session, Genius Campaign winners get the rare chance to show off and brag about campaigns that crushed it in 2019. This session showcases some of area’s most creative marketing campaigns, cool tools, and the clever content that delivered the leads, opportunities, and sales.
The 2020 Genius Campaign Awards are in the following categories:
- ABM
- Demand
- Brand
- Omni-Channel
2:00 -2:30 pm
Presentation
Fuel Your Marketing and Demand Gen Strategy with Market Insight
With the explosion of marketing technologies and disciplines – ABM, video, agile, SEO, OMG! – it’s easy to lose sight of the fundamentals that should guide our marketing strategies. In this session, we’ll focus on the questions every marketer should ask to inform strategy and planning, and look at specific tools and resources to help answer those questions. You’ll gain pragmatic tips you can immediately put into practice to deepen your market insight and drive greater results.
Speaker: Michael Applebaum, VP of Product Marketing at Nexthink
2:30 – 2:45 pm
Break
2:45 to 3:30 pm
Panel
Is My Marketing Technology Working for the Business – When to Make the Switch
Panelists:
- Laura Dimon, Marketing Operations Manager at Commscope
- Sara Costello, Digital Program Management Leader at T. Rowe Price
- Madhu Galuti, Chief Strategy Officer at Marrina Decisions
- Alex Parent, Director of Demand Generation at Curbio
Moderator: Moni Oloyede, Fidelis CyberSecurity
3:30 – 4:30 pm
Panel
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 2020 conference on a high note. In this session, you get to ask our esteemed panelists anything. And we mean, anything.
Panelists:
- Lorraine Joseph, Senior Director of Business Development and Discovery at LeaseAccelerator
- Ben Foster, Chief Product Officer at GoCanvas
- Lee Wright, Sales Operations Lead at Amazon Web Services
- Courtney Ingraffia Barton, Vice-President & Senior Counsel, Privacy and Data Security, Global Compliance at Marriott
Moderator: Robin Izsak-Tseng, Director of Growth Marketing, BetterCloud
4:30 to 6 pm
Networking
Closing Remarks and Happy Hour!
Kick back with your friends, both old and new. Raise a glass. Talk marketing technology. Have fun.
Sponsored by our friends at SalesIntel.io
Low ticket price, jam-packed with value
1 Ticket = 16 Speakers + 150 Local DC Marketers. Add $50 for tickets bought the day before the event or at the door. But don’t wait that long – last year’s Marketing Tech Magnified sold out days before the conference.
- Early Adopter (until 1/31)Best Value$189
- Late Majority (Ends 3/25/20)$249
- Early Majority (ends 3/1)$219

Sponsors and Organizing Partners
Marketing Tech Magnified is grateful for our sponsors and partners.
Organizing Partners
Top Ops Sponsor
MarTech Ops Sponsors
A Project of the DC Marketing Tech Talks Community
Interested in sponsorship opportunities? Please contact us. You can reach us via Nat@DCMarketingTechTalks.com.
Carahsoft 5th Floor Conference Center
11493 Sunset Hills Road in Reston, VA
The Carahsoft 5th Floor Conference Center – located in the Carahsoft Headquarters in the sparkling new Wiehle-Reston area of Reston – is easily accessible:
- 22 miles from Washington, DC, 9 miles from Tysons’ Corner, 6.7 miles from Dulles Airport
- The Westin Reston Heights is the nearest hotel at about .5 mile away
- Wiehle–Reston East Metro Station stop served via the Silver Line – 6-8 minute walk away by following the below walking map
- Very limited parking available at the conference center, so PLEASE PARK nearby at the Wiehle-Reston Public Garage at 11389 Reston Station Boulevard, Reston, VA for $4.95/day, it’s first left off of Reston Station Boulevard; follow the below walking map


Carahsoft is a proud corporate supporter of Women Giving Back (WGB).
Women Giving Back’s mission is to support women and children in crisis, and build their confidence and self-esteem, by providing great quality clothing at no cost, assisted by caring and committed volunteers who offer personalized service and interaction.
Carahsoft provides WGB clothing donation boxes throughout our Reston office to collect women and children clothing – please bring any clothing items you wish to donate.
Located in Reston, VA
Highlights from
Marketing Tech Magnified 2019
Marketing Tech Magnified 2019 was held last March 15, 2019 at the NRECA Conference Center in Ballston, Virginia. We had fantastic marketing leaders from DXC Technology, T.Rowe Price, SonaType, K12, and other leading area companies speaking to a sold out audience.