2016 Chief Marketing Officer Leadership Forum: Spotlight on B2B Marketing (Atlanta)

Thursday, OcTOber 27, 2016

adminisTraTive nOTes

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agenda

2016 Chief Marketing Officer Leadership Forum: Spotlight on B2B Marketing (Atlanta)

Thursday, October 27, 20167:45am – 5:05pm

7:45am – 8:45am

Breakfast

8:45am – 8:50am

Argyle Executive Forum Opening Remarks

8:50am – 8:55am

Session Introduction presented by 6Sense

Frannie DanzingerHead of Market Development6Sense

8:55am – 9:30am

Keynote Presentation: “From Brand Champion Culture Warrior”

Vibrant company culture is not an intangible perk. It’s a critical driver of brand purpose and strategy – and as marketers, we’re uniquely equipped to help build, nurture, or change it. Join Molly Battin, Chief Brand Strategy Officer at Turner, for a case study in culture, disruption, and the expanding role of the brand champion.

Molly BattinChief Brand Strategy OfficerTurner Broadcasting System

agenda

9:35am – 9:55am

Thought Leadership Spotlight presented by Domo

Presented by:Christelle FlahauxVice President, Customer and Field Marketing Domo

9:55am – 10:20am

Coffee Break

10:20am – 10:25am

Session Introduction presented by Cvent

Stephen CarrollSenior Director of Enterprise MarketingCvent

agenda

10:25am – 11:10am

Panel Discussion: “Creating an Effective Content Marketing Strategy”

Session topics include, but are not limited to:

• How are you building a highly effective content marketing strategy? • Where has your team invested the most in content? • What roles do SEO, paid search, display advertising, and social media play in your content marketing strategy?• What key metrics are you utilizing to measure success with your content? • Measuring the ROI from content with data driven marketing• Organizing your team to create, execute and measure content marketing efforts most innovatively

and effectively • Has your content been more effective towards lead generation or demand generation?• What is the one area of content marketing that B2B marketers should take more advantage of? • What are other challenges that marketing executives are currently facing?• Which B2B tactics are most effective in your marketing campaigns? • Which channels and tactics are most effective in driving marketing-qualified and sales- qualified leads from digital?• What content marketing initiatives do you plan to work on over the next 1-2 years?

Moderator:Kathy Van PeltVice President, Strategic MarketingRandstad

Panelists: Brian DoolingVice President, MarketingU.S. Security Associates

Todd HoffVice President, MarketingCHEP

Kaitlyn MerolaSenior Manager, Marketing Distribution StrategySeismic

Liz WardChief Marketing OfficerUnited Way of Greater Atlanta

agenda

11:15am – 11:35am

Thought Leadership Spotlight: “Sealing the Deal: How Marketing Helps Sales Close Deals with ABM”

Account-Based Marketing is clearly the biggest trend in B2B right now. But too many marketers still feel that their job ends at the MQL. ABM is now changing the relationship between marketing and sales, so the teams can collaborate- from account identification, to close. Find out how an account- based approach can help marketers partner with sales teams to create pipeline and close deals.

Presented by:Jessica FewlessSenior Director, Field and Partner MarketingDemandbase

11:35am – 11:55am

Coffee Break

agenda

11:55am – 12:40pm

Panel Discussion: “Blurring the Lines with ABM: Marketing and Sales Alignment”

Session topics include, but are not limited to:

• How has Account Based Marketing transformed the role of the CMO within B2B organizations?• What are some challenges you face in reaching customers today? • How has the digital world changed this relationship and the ways in which you engage?• What challenges are marketers facing with ABM?• How is ABM impacting your B2B marketing efforts? • How is your team measuring success and ROI with ABM? • What are key benefits for both sales teams and their customers?• How do you integrate sales with your organization’s ABM strategy and execution?• How do you make sure that you as a marketing organization are aligned effectively with sales?• What advice would you give to marketing teams who have not implemented ABM in their B2B

marketing strategy?• Looking ahead, how do you envision ABM as a fit in the B2B marketing landscape?

Moderator:Monique ElliotGlobal e-Commerce Commercial LeaderGeneral Electric

Panelists:Shari JohnstonSVP MarketingRadius

Chris RabbuVP Marketing, Demand GenerationVonage

Darcy KurtzVice President, Global Product Marketing Sage

12:40pm – 1:40pm

Lunch

agenda

1:40pm – 2:25pm

Panel Discussion: “Creating Lifetime B2B Customers”

Session topics include, but are not limited to:

• How are marketers working to develop a marketing strategy that caters to the modern B2B cus-tomer (more choice and access than ever before)?

• How are modern marketers connecting with customers across different touch points? • How can marketing teams leverage technology and data to personalize the experience so it becomes engaging and humanized? • What are the top barriers marketers are encountering in engaging with buyers across touch points? How can they approach these challenges?• How are leading marketers ensuring cross-function collaboration to support the organization’s B2B

customer experience strategy? • Can you share any examples or stories from your organization?• How are brand and marketing leaders effectively communicating the brand in a way that compels

the buyer? • How are marketers tapping into all of the channels that customers utilize throughout the decision

process and communicating tailored content to drive customer loyalty? • What are some of the practical steps you and your marketing team have taken to getting started on this journey? For those in the audience, what tips would you provide to make the transition from doing nothing to creating engaging experiences for your customers?

Moderator: Vidya VishalAssociate Vice President, Marketing StrategyEquifax

Panelists:Gene De LiberoCustomer Experience Evangelist Sitecore

Shonodeep ModakChief Marketing Officer, Distributed Power ServicesGeneral Electric

Mike ParkerVice President Marketing & Customer ServiceSaia

agenda

2:25pm – 2:40pm

Coffee Break

2:45pm – 3:20pm

Keynote Presentation: “Partnering with the Frenemy”

Why do crucial business partnerships and alliances fail so often, and how can you keep it from happening to you? In this session, we will answers these questions, helping you anticipate, prevent, and solve the problems that lead close professional relationships to implode. Learn what you can do to turn the tide, minimize conflict, and achieve partnering success.

Sandy JapProfessor of MarketingGoizueta Business School Emory University

3:20pm – 3:25pm

Session Introduction presented by EverString

Vincent YangCEOEverString

3:25pm – 4:00pm

Keynote Presentation: “Transforming B2B Marketing within SunTrust Bank”

Sometimes you just need a reset. SunTrust Bank’s Wholesale (B2B) Segment drives about half of SunTrust’s overall net income but, in 2012, wasn’t getting much priority within the Marketing Organization and wasn’t seen as a strategic business driver by the Wholesale business leaders. Hear how the power of a consistent internal message and storytelling has helped to turn the tide.

Presented by: David CraigSenior Vice President, Wholesale Bank MarketingSunTrust Bank

agenda

4:00pm – 4:05pm

Argyle Executive Forum Closing Remarks

4:05pm – 5:05pm

Closing Reception

__________________________________________________________________________________

*Please note, the agenda is subject to change.

The information, views, and opinions expressed by speakers and other participants at our conferences are those of the individual and do not necessarily reflect the views and opinions of Argyle Executive Forum.

Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.

parTners

Thought Leadership Spotlight Partners

Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify companies across the web, so they can accurately target specific accounts in real time and then engage those accounts with advertising, website personalization, and sales conversion solutions. With the Demandbase B2B Marketing Cloud, our customers can accelerate revenue growth by targeting accounts with the most potential across the entire funnel.

The Demandbase B2B Marketing Cloud is the only subscription-based ad targeting and web personalization solution that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line.

Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance. More information can be found at https://www.demandbase.com.

Domo helps every employee—from the CEO to the front line worker—optimize business performance by connecting them to the right data and people they need to improve business results. The company is backed with more than $500 million from the world’s best investors and is led by a management team with tenure at the world’s most well-known technology companies.

Radius is the leading predictive marketing software that transforms the way Financial Institutions discover new market opportunities, acquire the right customers, and measure segment performance.

Using Radius, B2B marketers instantly access unprecedented value with cloud-based software designed for user experience, scalability, and security for organizations of any size – from the Fortune 500 to emerging growth companies.

Our software is powered by the Radius Intelligence Cloud – a proprietary data science engine fueled by intelligence on every U.S. business–which enables marketers with real-time analytics, powerful segmentation, and seamless integrations to reach all their customers in more meaningful, relevant ways.

panel partners

parTners

panel partners

Sitecore is the global leader in customer experience management that lets marketers own the experience of every customer or prospect who engages with their brand. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty, and drive revenue. Sitecore boilerplates 3 The Sitecore® Experience Platform™ is deeply connected, delivering one connected experience across both online and offline channels, empowering brands to easily engage in seamless con-versations with their audiences when and where they want, in real time. The platform is incredibly easy to use, combining best-in-class web content management with marketing automation, email marketing, social media, e-commerce, optimization, and analytics into a single, unified platform. Sitecore captures every minute interaction–-and intention—that customers and prospects have with a brand, both on a website and across other digital channels. And because the platform is deeply connected, marketers get this intelligence immediately and can easily act on it in real time, within the same session. More than 4,400 of the world’s leading brands—including American Express, Carnival Cruise Lines, and easyJet—trust Sitecore to help them deliver the meaningful interactions that win customers for life.

Session Introduction Partners

6sense’s mission is to empower marketing and sales teams with 100 percent visibility into buyers; who they are, needs and timing. 6sense provides marketers with omni-channel connectivity and visibility from brand to demand to revenue. 6sense predictions power all downstream sales and marketing systems with intelligence on who is in market to buy, what products, when they will buy and where they are in the buyer’s journey. 6sense enables intelligent growth resulting in new pipeline, higher marketing to sales conversions, larger opportunity size and increased sales productivity and effectiveness with teams focusing on the right “in-market” buyers with a need now.

Cvent (NYSE: CVT), is a leading cloud-based enterprise event management platform. Cvent offers software solutions to event planners for online event registration, venue selection, event management, mobile apps for events, e-mail marketing and web surveys; and to hotels for targeted advertising to event planners looking for suitable venues thus serving the entire event management value chain and enabling our clients around the world to manage hundreds of thousands of events and meetings.

parTners

Session Introduction Partners

EverString allows you to build pipeline and increase conversion rates with the only account-based, full-funnel predictive analytics solution for sales & marketing. EverString Decision Platform is an easy to implement SaaS offering that seamlessly integrates with existing marketing and CRM applications to discern characteristics of your optimal accounts. EverString has made a deep investment to collect and curate petabytes of both public and privately collected data that’s used to uncover over 20,000 signals across millions of accounts to help identify intent and those most likely to become your next best customer. It is an intelligence layer that provides lead scoring and predictive demand generation that is enabling the predictive generation of marketing.

breakout session partner

About Oracle Marketing CloudModern Marketers choose Oracle Marketing Cloud to build customer obsessed cultures, create and manage ideal customers, and power revenue performance. They use award-winning technology and expertise to transform marketing by truly knowing the customer, engaging with cross-channel marketing, and achieving data driven accountability. Integrated information from cross-channel, content, and social marketing with data management and dozens of AppCloud apps enables these businesses to target, engage, convert, analyze, and use award-winning marketing technology and expertise to deliver personalized customer experiences. Marketing Simplicity. Gain the most comprehensive view of customer data. Simplify marketing complexity with the most powerful cross-channel platform. Deliver personalized content at each step of the customer journey.

Customer Centricity. Capture data and use a single customer profile for every marketing process. Recognize every customer as an individual. Engage customers intelligently with content in context to deep-en the relationship.

Enterprise Ready. Consider the advantage of a single unified solution that marketers love and IT trusts. Connect all marketing technology on one platform. Unify your data and execute programs across all digital channels.

Visit oracle.com/marketingcloud.

parTners

Senior Supporter Partner

Percolate’s complete web and mobile marketing software increases productivity, elevates your brand and helps you generate more sales. From governance, planning and content creation to audience acquisition, customer management and analytics, Percolate unites your brand, your data and your stories across every team, location, integrated system and customer interaction.

Percolate has offices in New York City, San Francisco, Los Angeles, Austin, Chicago and London, and our clients include iconic, global brands like Unilever, GE, Volkswagen, Coca-Cola, Anheuser-Busch InBev, IKEA and Converse, as well as emerging, high-growth companies like AirBnB, Pinterest, Pandora and Shinola.

Supporter Partner

LiveWorld is a social customer experiences company that provides software and services to scale conversational engagement across the social web and messaging apps to help brands develop deeper relationships with customers. Our enterprise-class application allows users to automatically identify conversations by influencers, brand advocates, or product interest, and interact with them in real-time to drive retention, engagement, transactions, and resolve customer issues. Companies that use LiveWorld create a social presence that’s more responsive, humanized, and conversational.

LiveWorld is a trusted partner of the world’s largest brands, including the number-one companies in retail, CPG, pharmaceutical, and financial/travel services. LiveWorld is headquartered in California, with offices in New York City, San Jose, and Austin. Learn more at www.liveworld.com and@LiveWorld

The Power of Face to Face EventsFace to face events rank as one of the top marketing tactics amongst CMOs. It is more important than ever to understand the ROI of these programs. With Cvent’s Event Marketing and Management platform, you’ll have just that.

Learn more and get started at CVENT.COMContact us: 855.402.0145

Capture all attendee touchpoints at your event.

Seamlessly sync your event data with your marketing automation and CRM systems.

Calculate event ROI and contribution to sales with confidence.

Copyright © 2014, Oracle and/or its affiliates. All rights reserved.

Some companies talk about marketing ROI. We’re proving it with the world’s best brands.

– Gerald Ang, Global Digital Lead at GE

$10 million in annual cost savings for a global CPG brand

$1.3 million annual ROI for an international consumer retail brand

200% increase in digital marketing productivity for a global technology company

To learn more about Percolate’s System of Record for Marketing, visit percolate.com

“From their far-reaching ideas about the future of marketing, to their supportive, knowledgeable, and highly responsive client team, to the stability, flexibility, and power of their marketing technology, we have reaped massive benefits from partnering with Percolate.”

upcOming evenTs

november 2, 20162016 CMO Think Tank: The Future of Data-Driven Marketing (Charlotte)charlotte, nc

Perspectives by:• Dan Roden, Sr. Director, Product Advocacy, Domo

november 2, 20162016 CFO Breakout Lunch (New York)New York, NY

Perspectives by:• Jeff Henley, Chairman of the Board, Oracle

november 2, 20162016 Chief Financial Officer Leadership Forum (New York)New York, NY

Perspectives by:• Syed Rizvi, Vice President, TCS BPS, Tata• John Paradisi, Managing Director, Group Head Corporate Development and M&A, CIT Group• Khozema Shipchandler, VP & Chief Financial Officer, General Electric• Roger Blanken, Vice President, Finance, International Flavors & Fragrances• Sas Mukherjee, EVP, CFO and Chief Strategy Officer, York Risk Services Group• Erik Charles, Vice President, Product Marketing, Xactly• Alan Gallo, Executive Vice President, Enterprise Strategic Initiatives, American Express• Matthew Cantwell, Vice President, Strategy & Finance, McGraw-Hill Global Education Holdings• Liam Logue, Head of Corporate Development, United Drug• Chetan Bhandari, SVP, Corporate Finance and Treasurer, Toys R Us• Gary Crowe, Senior Vice President & Chief Financial Officer, Ricoh

november 2, 20162016 Customer Experience Leadership Forum: Fall Event (New York)New York, NY

Perspectives by:• Thom San Filippo, Vice President Customer Service, Dow Jones• Lisa Biggica, Vice President Call Center Support, BB&T Corporation• Brent Cogswell, Vice President - Customer Care Center, Schneider Electric• Michael Stromer, Vice President Digital/ Tech Products, JetBlue Airways Corporation• Michael Borts, Senior Vice President, Client Services, Warner Music Group• Carrie Santonastaso, Vice President, Customer Service, Philadelphia Insurance Companies• Daniel Lebish, Executive Vice President, Chief Operating Officer, Aflac• Michael Biondo, Vice President Customer Operations, iHeartMedia• Eve Snyder, Lead Director/Vice President Customer Centered Transformation, AXA Equitable Life

Insurance Company

upcOming evenTs

november 2, 20162016 CFO Breakout Breakfast (New York)New York, NY

Perspectives by:• Mark Clouse, Partner, A.T. Kearney• Yves Thill, Partner, A.T. Kearney

November 3, 20162016 CMO Think Tank: The Future of Data-Driven Marketing (Washington, DC)Washington, DC

Perspectives by:• Dan Roden, Sr. Director, Product Advocacy, Domo

november 10, 20162016 Chief Marketing Officer Leadership Forum: Fall Event (San Francisco)San Francisco, CA

Perspectives by:• Karen O’Brien, Vice President, Global Social Media, Western Union• Robert Chatwani, Chief Revenue & Marketing Officer, Teespring• Shawn Dennis, Head of Brand Development, DreamWorks Animation SKG• Elie Auvray, CEO & Co-Founder, Jahia• Rohini Jatkar, Head of Integrated Marketing, Essex Property Trust• Geoff Farris, Chief Revenue Officer, Adgorithms• Michael Lacorazza, Executive Vice President, Head of Integrated Marketing, Wells Fargo• Eric Stahl, Senior Vice President, Product Marketing, Salesforce Marketing Cloud• Pamela Greenwalt, Chief Communications & Marketing Officer, Screen Actors Guild• Dave Karraker, Vice President, Engagement & Advocacy, Campari America• Umberto Luchini, Vice President of Marketing, Campari America• Robert Kennedy, Jr., Global Head of e-Commerce & Digital Marketing, Bio-Rad Laboratories

November 15, 20162016 Human Capital Leadership Forum (Dallas)dallas, TX

Perspectives by:• Jennifer Brungardt, Senior Vice President, Operations Recruiting Manager, Texas Capital Bank• Jamie Kapper, Head of Global Talent Strategies and Talent Acquisition, North America, Ericsson• Jennifer Congdon, Vice President, Human Resources - Applied Water Systems, Xylem• Linda Valdez Thompson, Executive Vice President of Administration and Diversity, Dallas/Fort Worth

International Airport• Karen Thornton, Vice President of Human Resources, FTS International• Melkeya McDuffie, Vice President, Talent Acquisition, Waste Management• Ron Massey, Chief Human Resources Officer, BT Global Services• Denise Grode, Vice President, Global Talent Management & Corporate HR, Lennox International• Phil Pirkle, Executive Vice President, Talent Management, United Supermarkets• David Pumpelly, Regional Sales Director, Avature• Angelia Pelham, Executive Vice President and Chief Human Resources Officer, Cinemark• Issac Jayaraj, Vice President, Human Resources, Schneider Electric

upcOming evenTs

november 17, 20162016 Chief Financial Officer Leadership Forum: Fall Event (Chicago)Chicago, IL

Perspectives by:• Darrell Carpenter, Vice President, Commercial and Industrial Global Finance, Underwriters Laboratories• Norman Smagley, Executive Vice President and Chief Financial Officer, Gogo Inc• Brandt Kucharski, Corporate Controller and Vice President, GrubHub Seamless• Cathy Hauslein, Senior Vice President, Chief Accounting Officer, Mattress Firm• Mitch Helfand, Vice President Finance, Anthem• Dianna Rose, Controller, Ford Motor Company• Louis Cheung, Executive Director, Supply Chain Management, Arkema

December 8, 20162016 Chief Marketing Officer Leadership Forum (Dallas)dallas, TX

Perspectives by:• Gary Griffin, Senior Vice President, Database Marketing, Bank of America• Christelle Flahaux, Vice President, Customer and Field Marketing, Domo• Jennifer Dominiquini, Chief Marketing and Client Experience Officer, BBVA• Naeem Kayani, Vice President, Marketing & Digital Product Management, Nationstar Mortgage• Theresa Palermo, Chief Marketing Officer, Vera Bradley

December 13, 20162016 Chief Information Officer Leadership Forum (New York)New York, NY

Perspectives by:• Christian Kulczytzky, Vice President, Enterprise System, McGraw Hill Companies• David Sullivan, Vice President, Regional Application Development Planning & Effectiveness, MetLife• Gary Hoberman, Executive Vice President and Co-Chief Information Officer, MetLife• Stan Kreydin, Global Chief Technology Officer, Wyndham Worldwide Corporation• Phillip Miller, Head of Infrastructure & Technical Engineering, Brooks Brothers

upcOming evenTs

December 15, 20162016 Customer Care Leadership Forum (San Francisco)San Francisco, CA

Perspectives by:• Stephen Keeney, Vice President Customer Experience, Global Quality, LAM Research Corp.• Gil Resultan, Senior Vice President, Treasury Management, Wells Fargo• Brian Popelka, Senior Vice President of Customer Care, Overstock.com• Heather Simon, Head of Service Design, Autodesk• Brian Gillespie, Vice President, Forecasting and Financial Excellence, Comcast Corporation• Danielle Coe, Vice President, Customer Strategy, Prudential• Marie Floyd, Senior Vice President, Digital Customer Experience, Wells Fargo & Company• Melanie Arens, Vice President, CX Innovation Program & Digital Customer Experience Delivery Manager,

Wells Fargo• Kelly Hendricks, Area Vice President, Global Customer Service, Verizon• Anish Shah, Head of Customer Engagement, E*TRADE Financial Corporation

December 15, 20162016 Chief Information Officer Leadership Forum (Atlanta)atlanta, ga

Perspectives by:• Lee Crump, Group Vice President & Chief Information Officer, Rollins• Dwain Wilcox, Chief Information Officer, Axiall Corporation• Tim Callahan, SVP, Global Chief Security Officer, Aflac• David Fourqurean, Senior Vice President and Operational Risk Manager, Wells Fargo• Ryan Mannion, Chief Technology Officer, Hearst Corporation• Vish Narendra, Vice President & Chief Information Officer, Graphic Packaging• Serena Sacks, Chief Information Officer, Fulton County School District

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