Marketing meets IT at Mile High Station on
August 16, 2012.

Why now?

Marketing stands as a fundamental driver of IT purchasing, and that trend shows no signs of slowing or stopping any time soon. Forrester Research recommends that organizations designate a Chief Marketing Technology Officer to oversee technology developments and partnerships specifically within the marketing department. Gartner analysts recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.

Technology is affecting marketing and vice versa.

Marketing is under intense pressure to measure and improve its effectiveness across digital channels, traditional programs and mobile outreach. This requires rethinking individual roles and the role of marketing within an organization. The time has come when technology now stands as the linchpin of all considerations. More and more, from small companies to the enterprise arena, the environment demands that marketers perform technical functions independent of IT.

That's where the experts come in.

"From Surviving to Thriving: Mastering Technology in Your Marketing World" is a one-day regional event, held at the Mile High Station, which occupies the late 19th century Midwest Steel and Ironworks building adjacent to Sports Authority Field at Mile High in downtown Denver.

Speakers will tackle questions about what marketers need to know to survive and how they can actually thrive in these technological times. You'll hear from the people who strategize, execute and deliver on technology-enabled marketing initiatives.

An event you can take home with you.

Corporate thought leaders, innovative agencies and the technology companies that power all of it will share insights and trends on the path from moving technology from a roadblock to the backbone of organizations.

Register now
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The event will feature two keynote speeches and four breakout panels each focused on a separate key topic – customer experience, demand generation, marketing automation and content marketing:

Panel I –Today's Customer: Creating a Lifecycle Experience

Customer experience isn't just a feel-good tactic; it's a foundational element in acquiring, serving and cross/up‐selling customers. Marketers today must understand how to design and deliver consistent interactions across all touch points while allowing customers to interact through the channel of their choice, whether it's through social media, an app, an email, a phone call or a click‐to‐chat option. Technology now stands central in acquiring the right data at the right time throughout the customer experience lifecycle – from strategy through delivery. It's the technology behind the technique that gathers the data to let you know when you're off track, identifies the root causes and lets you know where you need to make adjustments in order to drive engagement and ultimately, revenues.

Panel II – Fueling the Funnel Through Demand Generation

Demand generation platforms are key to systematically driving the sales cycle. Having a system of record for planning, executing and measuring multi-channel campaigns to maintain buyer interest now proves crucial to a marketer's livelihood. In an increasingly integrated environment, marketers have to understand the top priorities for automation, and then how to create a system that integrates with content to strategically fill the top of the sales funnel and provide a closed loop that leads to revenue-generating customers.

Panel III – The Marketing Automation Journey: From Decision to Delivery

Going by name only, "marketing automation" can't help but sound like a relief for over-taxed marketers. Once the software's in place, we can expect a system that smoothly hums along, right? Unlikely. In reality, companies should approach marketing automation as a journey, rather than a quick trip to a certain destination. More and more, as tools mature it's not about which platform will address a marketer's needs, but rather which solution stack makes sense and how you integrate them into the larger marketing and IT ecosystem.

Panel IV – Digitizing Conversations: The Marriage of Content and Technology

It's no mystery there's a difference between quantity and quality. If anything, content marketing has positioned a marketer's role squarely in the "quality" sector. No longer can strategy center around dollars for eyeballs. Today it's about creating an interesting conversation with the right community who then spreads your message. The challenge of having something interesting and relevant to say ups the stakes of the content that marketers create. It's also brings technology's role to the forefront because how we collaborate with specific audiences and create in‐depth conversations means we have to continue the conversational thread across all channels and at a much faster pace than in the past. The result is that content marketing now plays a key role in demand generation and marketing automation strategies.

7:30-8:30 a.m. – Registration + Continental Breakfast
8:30-8:35 a.m. – Welcome + Opening Comments
8:35-9:30 a.m. – Opening Keynote – Louise Clements, President, MRM Canada at MacLaren McCann
9:30-9:45 a.m. – Networking Break
9:45-10:45 a.m. – Customer Experience Panel Discussion I – 'Today's Customer: Creating a Life-Cycle Experience'
10:45-11 a.m. – Networking Break
11 a.m.-12 p.m. – Demand Generation Panel Discussion II – 'Fueling the Funnel Through Demand Generation'
12-1 p.m. – Sponsored Lunch

1-2 p.m. – Marketing Automation Panel Discussion III – 'The Marketing
Automation Journey: From Decision to Delivery'
2:15-2:30 p.m. – Networking Break
2:30-3:30 p.m. Content Marketing Panel Discussion IV – 'Digitizing
Conversations: The Marriage of Content and Technology'
3:30-3:45 p.m. – Networking Break
3:45-4:30 p.m. – Closing Keynote: Tim Riesterer, Chief Strategy Officer, Corporate Visions
4:30-4:35 p.m. Closing Comments + Questions
4:35-7 p.m. – Networking + Cocktail Hour

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Opening Keynote – Louise Clements, President, MRM Canada

"Art, Copy & Code" – The Evolution of Marketing and Advertising in the Age of
Interactive Technology

Advertising and marketing have had a profound impact on culture in American society. We all remember the iconic ad campaigns of the past, such as "I'd like to buy the world a Coke," "Where's the beef?" and "Got Milk." These were part of the golden age of mass advertising, when ads spoke at us, and communicated a vision of something that we aspired to have, or to be. Marketers were able to influence behaviors and create an industry that went beyond selling products and touched our emotions, ideas and lifestyles.

We have now evolved beyond this world of art and copy to one where technology – or code – is part of advertising creative, and where our customers want to engage with us in brand conversations. We are in the age of art, copy & code. Our session will focus on the journey from mass advertising (art & copy) to a world where technology (code) is as much a part of the creative moment as a brilliant idea.

More specifically, you will learn:

  • How Google is using technology to re-imagine some of the world's iconic
    advertising campaigns.
  • The changing role of marketing and IT departments.
  • The impact of data and consumer insights.
  • Inspiring examples of how the agricultural sector is leveraging digital innovations to help drive their business forward.
  • Case study examples from leading B2B and consumer marketers.

About the Speaker – Louise Clements, President, MRM Canada

Louise Clements is an award-winning, fully bilingual marketing and media sales executive with more than 15 years of management experience overseeing teams for some of the most influential media organizations in North America. Clements currently serves as the President of MRM Canada, the digital and direct division of McCann Worldgroup. Previously, she was the Country Manager for Canada at Facebook, where she established and managed the social network's operations in that country. Clements has also held senior level positions at Rogers Media, Bell and AOL. She is an active member of the digital marketing community, and sits on several boards.
   

Closing Keynote – Tim Riesterer, Chief Strategy Officer, Corporate Visions

Messaging Matters: The Story You Tell is More Powerful Than the Thing You Sell

Technology is important. But it's still the messaging that makes the magic happen. In fact, research shows that nearly 90% of what you create is not seen as different or relevant enough to create commercial impact. That's because most businesses are not using the right "design point" for their story. Customer segments, titles and even personas may not be the right messaging starting point. Even opening with telling prospects, "this is why you should choose us" isn't the right initial interaction.

In this keynote speech, Tim Riesterer will radically alter your view of how to create marketing and sales messages that generate demand, create opportunities and help close more deals. You will:

  • Find out how to attack and defeat your biggest competitor – the status quo.
  • Learn the four causes of your prospects' and customers' "status quo barrier."
  • Gain four specific insights and examples for defeating the status quo.

You'll never look at your messages, campaigns or sales tools the same way ever again.

About the Speaker – Tim Riesterer, Chief Strategy Officer, Corporate Visions

With more than 20 years of sales and marketing experience, Tim Riesterer, Chief Strategy and Marketing Officer at Corporate Visions, is a recognized thought-leader, practitioner and author regarding marketing and sales messaging. Tim's books, Customer Message Management and Conversations That Win the Complex Sale, focus on increasing a marketing department's impact on selling by providing sales-ready messages and tools that salespeople can use to create a compelling story that wins more deals.
 

Panel I Speakers:

Moderator: Mila D'Antonio, Editor-in-Chief, 1to1 Media
Corporate Marketer: Mark Grindeland, CMO, TeleTech
Agency: Eric Jones, VP of Digital Marketing, R2integrated
Technology Provider: Dr. Laura Brooks, VP, Innovation and Strategy, Satmetrix

 

Panel II Speakers:

Moderator: Jason Pontin, Editor-in-Chief and Publisher, Technology Review and Chairman of the MIT Enterprise Forum
Corporate Marketer: David Grant, VP of Industry Marketing & Solutions, Teradata
Agency: Aaron Batte, Founder and Partner, Faction Media
Technology Provider: Andy Worobel, Best Practice Consultant, Eloqua

 

Panel III Speakers:

Moderator: Jason Pontin, Editor-in-Chief and Publisher, Technology Review and Chairman of the MIT Enterprise Forum
Corporate Marketer: Jenifer McFall-Metz, Global Digital Demand Generation, CSC
Agency: Ted Stites, President, Numeric Analytics
Technology Provider: Christy Uher Ferguson, Marketing Strategist B2B Solutions, Aprimo

 

Panel IV Speakers:

Moderator: Tim Moran, Editor-in-Chief, CMO.com
Corporate Marketer: Lisa Rhodes, VP Marketing and Sales, Verne Global
Agency: Robert Rose, Chief Troublemaker, Big Blue Moose
Technology Provider: Scott Liewehr, President and Principal Analyst, Digital Clarity Group


Download the speaker bios here

 
  • Marketing executives and other leaders who define the marketing vision and prioritize technology innovations
  • CIOs who see a shift in the technology requirements of the businesses they support
  • Mid-career marketers and IT technologists who need a leg up on technology trends hitting their departments and their desks
  • IT professionals who support marketing communications efforts or technology-based marketing enablement initiatives
  • Young professionals in marketing and technology who want to understand how the integration of marketing and technology fits into the overall enterprise environment
  • Interactive marketing professionals who manage experimentation and introduce emerging media within organizations
  • Market insights professionals who want to identify and understand trends in technology and how they affect marketing's performance
  • Technology marketing professionals responsible for reaching high-tech buyers
  • Ad agencies and marketing technology and service providers who help drive innovation throughout the marketing organization
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Your registration to From Surviving to Thriving includes:

  • Admission to full day (7:30 a.m.-7 p.m.) conference
  • Two keynote speakers and four panel discussions
  • Continental breakfast
  • Lunch
  • Networking cocktail reception

Registration Fees:

  • $185 per person (pre-registration)
  • $210 per person (day-of event)

Group Discount:

Take advantage of our $555 group discount: buy three, get one free for $555 if
four people from the same company or group sign up.

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For more information on Mile High
Station, go to www.milehighstation.com

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QUESTIONS? CONTACT:

BMA COLORADO
Marilee Yorchak, Executive Director
Email: marilee@bmacolorado.org
Phone: 303-607-9957

CTP
Colleen Walsh, Director of Administration
Email: colleen@comtechpros.org

FOR SPONSORSHIP INFORMATION, CONTACT:

Sandra Zoratti
Email: sandraz@att.net
Phone: 303-324-4871

Kathleen Winsor-Games
Email: kwinsor@thewinsorgroup.com
Phone: 303-331-3401

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