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

Speakers

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

 

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11 AM - 11:30 AM ET

KEYNOTE: Creating Agile Marketing Across the Enterprise to Be More Responsive to Customer Needs

2020 has demanded businesses to be agile and flexible in order to better respond to changing market conditions and customer needs. It is important for organizations to sustain an environment of agility by embracing agile principles to optimize the customer experience.

Join this opening keynote, which will address:

  • Re-engineering resources and investment levels to maintain flexibility
  • Providing internal education around the benefits of an agile approach
  • Iterating faster around content development

Monique Elliot Senior Vice President, Global Marketing, Industrial AutomationSchneider Electric

11:35 AM - 12:05 PM ET

THOUGHT LEADERSHIP: Marketing Digital Transformation - The Case of Microsoft

Matt Stern will discuss Microsoft’s digital transformation in the Business-to-Business (B2B) marketing space.

Matt SternEnterprise Field MarketingMicrosoft

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: Creative Marketing Matters – Unique Initiatives 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

Moderator:

Carolina LoboChief People & Brand OfficerCaring Brands International | Interim HealthCare

Panelists:

Andy RooksChief Marketing Officer Just Salad

Mari ConsidineChief Marketing Officer & Chief Development OfficerAcenda Integrated Health

Bryant IsonChief Marketing OfficerColumbia Care

Greg PaleseVice President Marketing Klein Tools

1 PM - 1:30 PM ET

KEYNOTE; Marketing Budget 2021 - The Pandemic Paradox

As the world moves into the great second wave, case numbers, hospitalization counts, and deaths are worse than ever.  Lights have appeared at the end of the tunnel in the form of vaccinations.  Great news!

…So will your big tradeshows be in person or virtual?

Given pandemic delays will your big launch happen on time?

Will you spend the first two quarters in lock down or will sales be face to face?

Will webinar-weary change your strategy to something fresh?

How do you set a vision when you don’t know what the terrain of tomorrow will be?

How can you make a plan when tactics and market demand itself is unpredictable?

When budgeting, those who allocate budgets must be aware of the need to flex.  If the tradeshow does not happen, it is not a cost savings.  Still we must get inside the head of the customer to get them to consider our product or service.  This talk will give you an approach to budgeting that will keep your options open and it will give you a few sources to help you anticipate the curves of 2021.

Todd MinnighChief Marketing Officer, X RayGE Healthcare

1:30 PM - 2:30 PM ET

Afternoon Break

2:30 PM - 3 PM ET

KEYNOTE: Digital Marketing is the Future, and it is Here to Stay

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

Jessica GraysonChief Business Development Officer Phillips Nizer LLP

3:10 PM - 3:55 PM ET

PANEL DISCUSSION: Get to Know Your Audience for Marketing – Customer Needs & 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

Moderator:

Meena HeathChief Marketing Officer Quislex

Panelists:

Jenny Li FowlerDirector of Social Media StrategyMassachusetts Institute of Technology

Robert HagemannChief Marketing OfficerAether Diamonds

 

1100

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11:30 AM - 12:05 PM ET

KEYNOTE: Not Losing the Forest for the Trees - Re-learning Marketing Fundamentals in a Digital Context

There’s never been a more exciting and challenging time to be in marketing. New tools and technologies are creating opportunities for brands to interact with consumers in an innovative and more measurable ways.  But have we lost the forest for the trees?

Data suggests that, for the past decade, we’ve been trading off efficiency for effectiveness and that we’ve been building short-term gains at the expense of longer term brand building. Maybe it’s time to revisit the fundamentals and re-learn how to apply the critical principles of marketing in a new digital context.

Attend this keynote session to learn:

  • How marketing is becoming less effective as we switch greater proportions of budgets to digital
  • New thinking about fundamental principles of marketing, including KPIs,  and how to apply them
  • Practical examples as to how we should be thinking about building brands in a post COVID environment

Elana GoldChief Marketing OfficerPrevious Companies: Abbott Nutrition, Novartis, PepsiCo, Sabra, Yum Brands, New Avon

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

Moderator:

Lia HabermanAdjunct Professor, Personal Branding & Influencer MarketingUCLA Extension

Panelists:

Crystal Duncan Senior Vice President, Influencer Marketing Edelman

Reesa LakePartner, Executive Vice PresidentDigital Brand Architects

Kellie MaterSenior Vice President, Marketing Previous Companies: Dun & Bradstreet, Dell

Jeff MeltzSocial Lead, Brand MarketingSony

1 PM - 1:30 PM ET

KEYNOTE: Evolving Brand Values - How to Craft Hopeful, Diverse, & 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 hopeful, inclusive, and positive content during trying times
  • Developing new relationships and strengthening existing ones

Alexis KerrHead of Multicultural MarketingCadillac

1:30 PM - 2:30 PM ET

Afternoon Break

2:35 PM - 3:05 PM ET

KEYNOTE: 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

Ryan P. BlaneyPartnerProskauer Rose LLP

3:10 PM - 3:55 PM ET

PANEL DISCUSSION: Future Marketing Trends Driven by New Social Platforms

As new social platforms 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.

Hear from social media expert, Mimi Banks, CMO Brand Expert, Carole Diarra and two TikTok Influencers with over 1M followers

In this fireside chat, topics of discussion will include:

  • State of social
  • Embracing new platforms and re-thinking creative marketing techniques
  • Future implications; Marketing campaigns, reach your audience and variousdemographics

 

 

Mimi BanksFounderMB Social

Carole DiarraChief Marketing OfficerArbonne International LLC

Dana HassonTikTok Influencer

Mireya RiosTikTok Influencer

Dr. Dustin PortelaBoard Certified Dermatologist and Dermatologic Surgeon and Tiktok Influencer

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