Argyle Digital: Marketing Leadership Forum 2020
May 21, 2020

Overview

The role of the Chief Marketing Officer (CMO) in 2020 is far more than what it used to be.

In fact, as the global pandemic takes the world by storm, marketing executives are forced to reevaluate their initiatives and re-position their organization to embrace a “new” way of life.

As your organization navigates the quickly changing marketing landscape, it’s important to react to shifts in consumer behavior and utilize appropriate messaging.

Unprecedented challenges are emerging left and right, forcing you and your team to learn as you go and overcome new obstacles.

We’ve gathered pioneers in the industry who have the experience, judgment, and leadership to help you transform your marketing initiatives in the current global climate.

The Argyle Digital Marketing Leadership Forum explores key strategies for:

  • Identifying which mar-tech innovations to pursue
  • Building agile teams
  • Creating seamless brand experiences through multiple channels
  • Leveraging data to create memorable and personalized interactions
  • Feeding the content marketing machine
  • Proving the value of marketing through data
  • Demystifying the CMO’s role in managing disruption and leading innovation
Join Us at this Event

Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

Who Should Attend

Executives, aspiring executives, innovators, senior marketers, web strategists & designers, entrepreneurs, and other driven professionals working in:

  • Digital Marketing
  • Social Media Marketing
  • Customer Loyalty
  • Demand Generation
  • Brand & Product Strategy
  • Audience Development
  • Customer Experience

Agenda

 

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10:30 AM - 10:35 AM ET

Argyle Opening Remarks

10:35 AM - 11:05 AM ET

KEYNOTE PRESENTATION: The Evolving Role of the CMO

The role of the Chief Marketing Officer continues to change.  Today’s CMO is a brand shepherd guiding their team and overall organization to achieve a reputable brand identity in a highly competitive marketplace.  However, with the traditional purpose of marketing changing faster than imagined, CMOs now need to shift their priorities individually, departmentally and organizationally, in order to spearhead successful initiatives.

In this session, topics of discussion will include, yet will not be limited to:

  • Implementing a diverse and effective marketing team to keep up with new industry hurdles
  • Sustaining an effective leadership role through the ever-changing marketing environment
  • Defining past, present and future directions, as a C-Suite executive

Dawn BradshawChief Marketing OfficerWintrust Mortgage

11:10 AM - 11:40 PM ET

THOUGHT LEADERSHIP: Marketing Digital Transformation - featuring Microsoft

From elevated customer expectations to pressure on driving growth and life-time value, today’s marketing leaders face new challenges every day.  But with customers and ROI at the center of all decisions, it’s given the modern marketer a new opportunity; to lead.

In this session, you will be walked through not only how marketers can survive, but thrive in today’s connected world.  She will also share how Microsoft Marketing has helped lead the company while it’s gone through its own digital transformation.

Hosted by: Microsoft

Valerie BeaulieuChief Marketing OfficerMicrosoft, US

11:45 AM - 12:30 PM ET

PANEL DISCUSSION: The Art & Science of Effective Marketing

In the past, marketing was typically viewed as a technical action that drove engagement, raised brand awareness, and increased revenue.  However, marketing is more than the science behind numbers, it’s an art form that must also be viewed through a creative lens.  By maintaining a creative mindset, marketing campaigns and initiatives have a higher potential for visionary freedom, which in turn will drive greater results.

In this session, topics of discussion will include, yet will not be limited to:

  • Seeing success with creative marketing initiatives in both typical and atypical industries
  • Developing marketing initiatives while keeping the marriage of art and science in mind
  • Understanding the importance of visuals in traditional and non-traditional marketing campaigns

Moderator:

Keith McCluskeySenior Director of Online Strategy, Office of CommunicationsHarvard Law School

Panelists:

Tiana ConleyVice President, Global BrandsKellogg Company

Britten FollettExecutive Vice PresidentFollett School Solutions

Andrea DeWerdSenior Marketing DirectorHoughton Mifflin Harcourt Trade Publishing

Stefanie RoweDirector of Sales & MarketingHotel EMC2

12:35 PM - 1 PM ET

THOUGHT LEADERSHIP: Choosing a Multi-touch Attribution Model - People, Processes, and Tech - featuring Arm Treasure Data

All too often MTA implementations focus on the technical application, but marketers should take care to focus on the people and process side of choosing and deploying multi-touch attribution for their marketing organization. This presentation, geared for marketers deploying MTA within their organization, will walk through the technical and organizational challenges involved in changing the way your team attributes revenue and assigns budgets.

Hosted by: Arm Treasure Data

Scott MitchellManager Solution EngineeringArm Treasure Data

1 PM - 1:45 PM ET

Lunch Break

1:45 PM - 2:15 PM ET

KEYNOTE PRESENTATION: Marketing During a Time of Crisis

The marketing, technology and consumer behavior landscape has shifted dramatically since the pandemic began. As we adjust to this new normal, how have marketers pivoted and what’s next? Organizations are being restructured to work from home, adjust to quarantine services, and forcing businesses to make painful sacrifices in every department. Meanwhile, the media and e-commerce landscape have dramatically shifted, creating opportunities and turmoil. What areas do you prioritize and how do you keep your team motivated and engaged?

In this session, topics of discussion will include, yet will not be limited to:

  • People: How to empathetically engage and motivate your teams?
  • Purpose: What does your brand purpose have to do with Covid-19 communications?
  • Priorities: How to prioritize and help teams prioritize?

Akash PathakFormer Vice President & Head of Marketing Trunk Club

2:20 PM - 3:05 PM ET

PANEL DISCUSSION: Optimizing Sales and Marketing Departments' Collaboration

Until recently, marketing and sales were looked at as two different functions within an organization.  One of marketing’s main responsibilities is to promote an organization and its products, whereas the role of sales is to generate revenue through customer engagement.  However, as the importance of cross-functional roles become crucial for growth, marketing and sales must work in tandem to seamlessly achieve powerful ROI and long-term success.

In this session, topics of discussion will include, yet will not be limited to:

  • Creating initiatives where both departments work together in order to meet project goals
  • Implementing plans for open communication between marketing and sales divisions
  • Streamlining practices and obligations to better aid both teams in their efforts

Moderator:

Yolanda HernandezFormer Vice President, Digital Marketing OperationsTribune Publishing Company

Panelists:

David PartainFlexShares Chief Marketing OfficerNorthern Trust Corporation

Kristin FasslerSenior Vice President, Director of Integrated Marketing Strategy Penguin Random House

Brian LudwigSenior Vice President of SalesCvent

3:10 PM - 3:40 PM ET

KEYNOTE PRESENTATION: Coronavirus and Marketing: What Now?

The global pandemic has negatively impacted individuals on personal, workplace, and community levels.  During these trying times, organizations must tread lightly, and marketers must especially be careful to not use insensitive language while still trying to promote their brand.  Avoiding controversies during an unprecedented time is tricky, so what can your organization do?

In this session, topics of discussion will include, yet will not be limited to:

  • Staying abreast to developments pertaining to the coronavirus
  • Taking precautions to avoid using insensitive language
  • Remaining calm and not overacting to damage your brand name

Andrew YangSenior Director of Global MarketingCytiva

3:45 PM - 4:30 PM ET

FIRESIDE CHAT: Developing Compelling Personalized Marketing Campaigns

Targeting consumers through personalized marketing, or one-to-one marketing, is a long-trending strategy that allows organizations to leverage data and develop positive consumer relationships.  That said, it’s important for marketing executives to understand if a customized messaging campaign is indeed effective for their campaigns, and if so, what are the best techniques to make their customer feel important?

In this session, topics of discussion will include, yet will not be limited to:

  • Observing results and data in personalized marketing
  • Comparing the benefits and losses between personalized and mass marketing campaigns
  • Learning consumer psychology behind personalized marketing

Santhosh Lakkaraju, PhDAssociate Director of Marketing AnalyticsUniversity of Notre Dame

Bill MartinExecutive Director of Marketing, Communications, and Customer Experience Indiana University Health Plans

4:30 PM - 4:35 PM ET

Closing Remarks

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ADVISORY BOARD

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.