CMO Virtual 2020 December - Argyle Executive Forum Events
December 02 - 03, 2020

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2
Days
300+
Attendees
25+
Speakers

CMO Virtual

The Future of Marketing

December 2 & 3, 2020

As 2020 draws to a close, there is a small sense of hope that 2021 will be a better year. Although a return to “normal” marketing is unlikely, remaining agile and adapting to continued change will allow your organization to stay relevant.

Chief Marketing Officers and marketing executives should expect budget cuts in the new year and prepare to halt spending on initiatives that do not deliver high ROI. Rather than sit around hoping for things to return to what was once “normal”, marketing teams should accept change as it comes.

Despite unforeseen challenges, marketing teams have remained resilient and increased efforts in sustaining customer relationships while remaining sensitive to the current climate.

Join CMO Virtual to hear from top minds in marketing discuss topics including:

  • Adapting to continued change in 2021
  • Increasing digital transformation efforts
  • Evolving brands values to align with the current climate
  • Embracing disruption and remaining resilient

CMO & CFO

Navigating the powerful relationship between marketing and finance to strengthen the CMO & CFO partnership

Marketing & CX

Strengthening customer and brand relationships through conversational strategies while integrating marketing into customer support

Customization

Strategically optimizing content and personalizing outreach to target individuals and specific audiences

Agenda

 

1100

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11 AM - 11:30 AM ET

KEYNOTES ADDRESS: Budget 2021 - Measuring, Prepping and Communicating Marketing Spend

CMOs and marketing leaders fought through an unforeseen, challenging year of 2020. So, how can marketing teams plan for future budgetary pressures now? Marketing teams will need to evaluate essential costs, eliminate unnecessary costs, justify investments, and prove the value that certain spends bring to an organization.

In this keynote presentation, topics of discussion will include:

  • Measuring return on ad spend (ROAS) and important metrics
  • Allocating your budget to focus on existing customers to increase repeat business and other areas that will generate revenue
  • Communicating the value of investments, such as technologies, to your organization’s executive team and board

11:35 AM - 12:05 PM ET

THOUGHT LEADERSHIP

Abstract coming soon!

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: Customers Count - Know Your Audience to Build Brand Loyalty

Marketing has always been adapting, even before the global pandemic shook the world. Listening to your audience, rather than assuming you know what they want, is key to unlocking consumer needs and delivering an exceptional experience. In the time of Covid-19, it is imperative to adjust your strategy quickly and cater to an immediate shift in consumer needs.

Join this panel discussion, which will address:

  • Putting customer needs first to improve relationships
  • Understanding your target audience
  • Becoming agile to quickly overcome disruption

12:55 PM - 1:15 PM ET

Afternoon Break

1:15 PM - 1:45 PM ET

PRESENTATION: Contactless Interactions – How Marketing Teams are Embracing Digital Transformation

Consumers have been increasingly proactive about minimizing physical touch, presenting marketing teams with a new era of “contactless” interactions. The new trend of touchless interfaces has become an integral part of every industry, which directly impacts the customer experience. CMOs and finance professionals are embracing digital transformation and this new shift to online marketplaces will likely be permanent.

This session will explore:

  • Approaching an online marketplace and how to fit in
  • Lasting shifts in consumer behavior including online shopping trends
  • Evaluating the future of ecommerce within your organization

1:50 PM - 2:20 PM ET

THOUGHT LEADERSHIP

Abstract coming soon!

2:25 PM - 3:10 PM ET

PANEL DISCUSSION: Marketing Made Human – Creating Relatable Content

It may no longer be necessary for marketing teams to spend absorbent amounts of money on high quality production and videos. Consumers are more vulnerable than ever, leaving marketing teams the opportunity to create relatable content that is simply human. Even iPhone videos of families baking sourdough bread together may just do the trick.

Join this impactful panel discussion, which will address:

  • Engaging your audience through empathetic and real stories
  • Creating authentic content that instills hope during uncertain times
  • Adding value to marketing through new processes and ways of production

3:10 PM - 3:30 AM ET

Afternoon Break

3:30 PM - 4 PM ET

PRESENTATION: Data Driven Strategies for Today's Digital Marketers

Marketing teams are able to build momentum and demand generation for their brands by successfully deploying data-driven strategies. By utilizing insights and data, your organization is able to uncover useful information on your target audience and how best to approach them. No-click searches, voice search, SEO, interactive content, and automated ads, are only a few ways digital marketing is innovating your organization.

This session will uncover:

  • Increasing visibility into the needs and wants of your audience
  • Generating higher revenues and conversion rates through digital processes
  • Building brand reputation and reinforcing brand loyalty

4:05 PM - 4:50 PM ET

PANEL DISCUSSION: Creativity Counts – Unique Initiatives (VR/AR) to Outshine the Competition

When the world locked down, CMOs and marketing executives were forced to utilize new technologies and innovate the customer experience through creative marketing initiatives. Creativity can be harnessed through incredible technologies such as Virtual Reality (VR) and Augmented Reality (AR), which can allow consumers to virtually interact with products and see the full value without physically touching it.

Join this session, which will address:

  • Limiting the needs for in-person contact and in-store shopping
  • Heightening customer engagement while remote
  • Transforming the future of creative marketing through VR
 

1100

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1700

11 AM - 11:30 AM ET

KEYNOTES ADDRESS: Blend for the Win - Combining Traditional Marketing with Digital Innovation

It remains hopeful that face-to-face meetings will resume, and marketing teams can once again collaborate in person. Practices that marketers adopted during the crisis will remain prevalent, but what does this mean for traditional marketing? Marketing professionals have a new opportunity to explore different ways to reach customers and expand marketing initiatives by blending proven marketing methods with new digital innovations.

In this session, topics of discussion will include:

  • Digitizing all content to accommodate a remote lifestyle
  • Engaging your audience through social media and more interactive platforms
  • Embracing digital transforming while maintaining old school marketing tactics

11:35 AM - 12:05 PM ET

THOUGHT LEADERSHIP

Abstract coming soon!

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: “New Status Update” – Navigating the Era of Influencer Marketing

In the age of social media, how can marketing teams leverage influencers to help brand promotion? From in-house, micro, to new CGI, marketers can leverage influencers to target specific audiences and demographics. Not only does this strategy help your organization increase brand awareness, but it builds trust and strengthens brand value.

Join this interactive discussion to learn:

  • Creating an influencer marketing blueprint for your organization
  • Developing a management strategy and setting a budget
  • Targeting audiences that would be interested in your product or service

12:55 PM - 1:15 PM ET

Afternoon Break

1:15 PM - 1:45 PM ET

PRESENTATION: Evolving Brand Values - How to Craft Hopeful, Uplifting, & Positive Messaging

Marketing teams have done an exceptional job at evolving brand values and messaging during these tumultuous times. Remaining relevant, sensitive, and empathic to what your customers need will set your brand apart from the competition. Living up to your brand values and delivering on what you say you will, strengthens customer-brand relationships and creates new, lasting ones.

In this session, topics of discussion will include:

  • Evolving your marketing messaging to reflect your brand’s values
  • Giving consumers hope and positive content during trying times
  • Developing new relationships and strengthening existing ones

1:50 PM - 2:20 PM ET

THOUGHT LEADERSHIP

Abstract coming soon!

2:25 PM - 3:10 PM ET

PANEL DISCUSSION: Conversational Marketing – How to Improve Conversion and Drive ROI

Conversational marketing is an innovative, personalized approach that enhances the customer journey through the experience of an automated conversation. Allowing customers to easily engage with your business will build relationships and expand your consumer base. Developing an effective conversational marketing framework is an efficient strategy for your marketing team to use.

Join this session, which will address:

  • Engaging your customers through automated conversations and uncovering their needs by asking questions
  • Complimenting traditional marketing strategies with conversational marketing
  • Creating an easy, quick, and efficient process for your customer

3:10 PM - 3:30 PM ET

Afternoon Break

3:30 PM - 4 PM ET

PRESENTATION: GDPR & Marketing - Consumer Privacy and Consent

In a world where people are more connected than ever, personal information is being collected at an alarming rate. The data collected allows organizations to understand their target audience and is an extremely valuable resource. However, since personal information is so valuable, organizations must adhere to privacy laws and gain consent from consumers to ensure their private data is protected.

Join this session, which will address:

  • Addressing consumer concerns surrounding data security and privacy
  • Staying up to date on GDPR and adhering to regulations
  • Protecting consumer data and building trust

4:05 PM - 4:50 PM ET

FIRESIDE CHAT: Future Marketing Trends for Social Networks

As new social networks such as TikTok sweep the nation, CMOs and marketing leaders are presented with a variety of new, unique marketing and brand awareness opportunities. These social platforms allow organizations to reach large audiences and although it requires more creativity, it is an avenue worth exploring.

In this fireside chat, topics of discussion will include:

  • Embracing new platforms and re-thinking creative marketing techniques
  • Brainstorming new ways to reach your audience and various demographics
  • Evaluating the value TikTok and social networks add to your marketing campaigns

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