Modern marketing has more in common with the software profession—it’s the natural result of the world going digital. Marketing must move faster, adapt quickly to market feedback and manage a complex set of customer experience touchpoints.
All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large.
In this session, Scott will explore how to adapt successful management frameworks from the software industry to the practice of marketing.
You’ll learn about:
Scott Brinker writes the popular Chief Marketing Technologist blog, chiefmartec.com, with over 75,000 readers at the intersection of marketing and technology and is the program chair of the MarTech conference series. He is also the co-founder and CTO of ion interactive, a marketing software company that provides a platform for interactive content adopted by many of the world's leading brands.
Scott is an experienced keynote speaker and the author of the book "Hacking Marketing." He's written articles published in Advertising Age, Adweek, Harvard Business Review, and TechCrunch. He has degrees in computer science from Columbia University and Harvard University and an MBA from MIT.
Talk to most chief executive officers about growth, and you’re sure to see some excitement. Stop a chief financial officer to discuss how the organization can become more profitable, and smiles will abound. But sit down with those same executives to talk about why aligning sales, marketing and product is one of the most important things you can do to reach these goals, and you’ll likely get a reaction that ranges from curiosity to boredom.
Is it because you’ve struggled to make the critical case on why alignment is so important?
This session, led by CEO and President of SiriusDecisions Canada Ally Motz, will provide the following benefits:
Ally is a senior sales, marketing and general management executive with more than 27 years experience spearheading the rapid and sustained growth of b-to-b organizations. Ally has a high level of proficiency in launching new ventures and developing growth strategies, including market share enhancement, market expansion and new market segment penetration. He is skilled at working with senior executives to identify and align strategic and financial goals to improve company performance.
This is a run-of-the-mill session description about a typical presentation that will deliver good information but in an ordinary, lackluster manner.
Do you want to come to this session, based on that description? Ewww. Of course not. Sounds kind of dull, right? So why is it that so much content is at best "good enough"—or at worst, lifeless and uninspired. In this session, author, speaker and chief content officer of MarketingProfs, Ann Handley will counsel you on creating engaging content—because your audience demands it, and your company or organization deserves it.
You’ll leave better equipped to:
The biggest, missed opportunity in content marketing is playing it too safe. Let’s do this!
Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (September 2014, Wiley) and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (2011, Wiley). She is the Chief Content Officer of MarketingProfs; a columnist for Entrepreneur magazine; a LinkedIn Influencer; a keynote speaker, mom, and writer.
Every year, more B2B companies are investing extra resources into creating stronger content marketing strategies. We all know that content converts, but as our markets get more saturated with so many different content assets, we need to acknowledge that great content is no longer enough.
You need a great content experience.
Learn from Yoav Schwartz, Uberflip CEO & Co-founder, as he dives into what exactly it means to create a remarkable content experience and see how Jon Kane, Medgate Content Marketing Specialist, was able to improve his company’s own content experience with the use of Uberflip.
Yoav is the founder and CEO at Uberflip and is responsible for driving the mission, vision, and goals of the company. He also spends considerable time working with his development team to continuously improve customer experience in order to delight and surprise Uberflip’s customers.
He holds a Bachelor of Science in Computer Science from The University of Western Ontario. Yoav has accumulated a decade’s worth of experience working in multiple businesses from commercial flooring to web applications, with focuses in marketing, design and product development.
In addition, to his daily leadership role at Uberflip, Yoav serves as an advisor to Betterez, another technology start-up in the GTA.