Day 1: Sunday, Feb. 11
11:00 am - 11:30 am Welcome Brunch & Registration
11:30 am - 11:40 am Sponsor & Delegate Orientation
11:40 am - 11:50 am Networking Ice Breaker
11:50 am - 11:55 am Chairperson's Opening Remarks
11:55 am - 12:40 pm Impactful Storytelling that Builds Community & Inspires ActionJonathan Lowe - SVP, Business Development & Brand Strategy at L.A. Kings AEG Worldwide
Robert Alberino - Vice President & Executive Producer San Francisco 49ers
Nicole Ostoya - EVP & CMO Evine
Ram Kapoor - CMO UC Berkeley
Storytelling is one of the most powerful tools in a company’s branding and marketing strategy. When done right, marketers deliver stories that appeal to emotion, capture consumer attention, promote engagement and foster a healthy consumer/brand relationship. Storytelling should not only inform the consumer, but inspire a favorable action. When done wrong, brands can be perceived as disjointed and disheveled to the consumer, resulting in negative customer experiences that can quickly deflate ROI.
Join the CMO Exchange storytelling panel discussion with top marketing executives from both B2B & B2C sectors. From professional sports teams to e-commerce to entertainment, our panelists are carving out and delivering stories that inform and inspire the consumer. During this engaging panel, attendees and panelists will discuss:
• The power of the “chief storyteller”
• Leveraging empathy as a critical part of human-centric design
• Uncovering human stories hidden within data and using them as tools of persuasion
• Delivering engaging, relevant stories to an extremely distracted consumer
• Creating an appetite for your product by bringing consumers close to the action and creating consumer-centric experiences
Robert AlberinoVice President & Executive Producer
San Francisco 49ers
Jonathan LoweSVP, Business Development & Brand Strategy at L.A. Kings
Nicole OstoyaEVP & CMO
12:40 pm - 1:10 pm Leveraging Competitive Intelligence to Compete in a Disrupted MarketplaceRobert Flynn - Principal Fuld + Company
As market disruptions continue to forcefully impact Fortune 1,000 businesses across all verticals and industries, it is more critical than ever to develop a robust competitive strategy – one that solves tactical challenges through agile, strategic analysis techniques. Clarifying your company’s competitive advantage in today’s evolving, disrupted marketplace is critical as disruptors continue to shift the way consumers do business. Meet Fuld + Company, a competitive market analysis company recognized for its meticulous methodologies built to deliver compelling, insightful and actionable results. Rooted in a firm foundation of competitive intelligence, Fuld + Company helps enhance client differentiation for a sustainable competitive advantage. During this keynote, we will explore:
- Pairing your company’s goals with the right competitive strategy and methodologies
- Understanding external factors at work in the marketplace to enhance differentiation
- Creating a sustainable competitive advantage in an era of industry disruption
- Solving tactical and strategic challenges with competitive intelligence
Fuld + Company
1:15 pm - 1:45 pm Business Meetings
1:45 pm - 2:15 pm Business Meetings
2:15 pm - 2:25 pm Networking Break
2:30 pm - 2:45 pm Leveraging CX Governance to Drive Next-Level Customer ExperiencesMartin Smith - Chairman Axim Global
Mark Quesenberry - CX Evangelist Axim Global
Digital technology, especially mobile technology, has taken power from the marketer and placed it quite literally into the hands of your customers. They can be Kingmakers or Assassins, and marketing has had to move from simply grandstanding a brand’s values in sporadic bursts to developing a continual and valuable conversation with those customers before, during and after purchase. That requires near real-time monitoring of and reaction to what your customers are feeling, saying and doing across all channels. Done properly, with the right attention to governance, a superior level of customer engagement can be reached.
Mark QuesenberryCX Evangelist
2:45 pm - 3:00 pm The Power of Mobile Crowdsourcing to Gain Instantly Actionable Consumer Insights DataMike Mallett - CEO LiveShopper
Paul Schmelzer - VP of Operations LiveShopper
Brad Holdgreve - VP of Sales LiveShopper
Today’s consumers are hungry to share their experiences with the world, but they're also looking for discounts and incentives at the same time. They want fun, easy and rewarding brand experiences. When done right, brands can tap into the customer journey to encourage digital feedback while at the same time driving business. Join this Ignite session as we explore how to leverage mobile crowdsourcing that will deliver instantly actionable data. We'll explore ways to give your customers a voice, enhance customer loyalty, and maximize your ability to monitor in-store experiences through powerful mobile crowdsourcing.
Paul SchmelzerVP of Operations
Brad HoldgreveVP of Sales
3:00 pm - 3:15 pm Agile Content Marketing & The Path Back to SanityBen McGill - Business Development Director Turtl
For exhausted, overwhelmed marketers, agile content marketing can offer a clear path back to sanity. Meet Turtl, a company that is helping marketers supercharge content performance through interactive content and an improved user experience. During this Ignite session, we will explore strategies for generating significant uplifts in subscriptions and reach driven by an intelligent content platform.
Ben McGillBusiness Development Director
3:15 pm - 3:30 pm No one Believes Your Marketing ClaimsChristine Rimer - VP Product Marketing & Voice of Customer SurveyMonkey
Our buyers are savvy, and standing out in crowded markets with a proliferation of commodified products can seem near impossible when high-level messaging all starts to sounds the same. Learn how successful companies use the experience, stories, and research on their customers to rise above the fray.
Christine RimerVP Product Marketing & Voice of Customer
1:35 pm - 2:20 pm Measuring the Customer Journey: Turning Multi-touch Attribution Insights Into ActionSanti Pierini - President CAKE
Truly understanding the online customer journey and how to move a previously unknown consumer to a known customer can prove challenging. However, leveraging multi-touch attribution and equipping yourself with the proper real-time insights about every step of the customer journey can drastically shed light on performance.
This session will dive into the ins and outs of multi-touch attribution, focusing on what businesses need to know to capture customer journey insights that will increase return on advertising spend.
· A deeper understanding of multi-touch attribution
· Essential “best practices” for measuring and understanding the customer journey
· Insights into how multi-touch attribution drives customer acquisition
· Industry trends into how multi-touch attribution will impact your business in the years to come
4:25 pm - 4:55 pm Business Meetings
4:55 pm - 5:25 pm Business Meetings
Breakout Session5:30 pm - 6:00 pm Navigating Digital World Complexities to Create Superior Customer Engagement & Experiences Sean Gallimore - Corporate VP & CMO PAREXEL International
More than ever, marketing is being asked to be the objective voice of truth in the boardroom, tasked with prioritizing the marketing tech stack and underscoring customer sentiment as a driver. Join this Case Study with Corporate VP & CMO of PAREXEL International Sean Gallimore, as we dive into the best ways to drive customer sentiment and customer satisfaction beginning with your marketing team. Learn to triage your customer advocacy approach, drive a smarter approach to your customer experience center of excellence. As the function of customer satisfaction changes hands, how can we drive a customer advocacy approach that makes sense for the vision of your organization?
Sean GallimoreCorporate VP & CMO
Breakout Session5:30 pm - 6:00 pm Evolution of the B2B Customer Experience: How a Fortune-15 Healthcare Company Turns Customer Demand Into Business Opportunity Corey Case - VP, Customer Engagement Cardinal Health
We will explore the rapid evolution of the B2B customer experience and how Cardinal Health, a Fortune #15 healthcare company, is responding to customer demands with a fierce commitment to customer experience. Corey Case, VP of Customer Engagement, will review how his team is leveraging deep customer insights to transform the way a top 10 medical device company executes a new go-to-market model in an increasingly dynamic and competitive market. During this breakout session, we will explore:
· Redefining the B2B ecommerce experience
· Rich and robust product content merges as critical for the overall customer experience
· Implementing a sales and marketing enablement strategy for ‘big bag’ sales reps
Corey CaseVP, Customer Engagement