CMO Virtual Conference 2021 March - Argyle Executive Forum Events
March 16 - 17, 2021

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2
Days
400+
Attendees
20+
Speakers

CMO Virtual

Meaningful Marketing in 2021

March 16 & 17, 2021

When 2020 came to a close, there was an audible sigh of relief signaling the end to an infamous year. The clock struck midnight and we rang in 2021 with high hopes that this year will be far more prosperous than last.

So, what is in store for the new year, and how can CMOs and marketing executives prepare for what comes next? Considering we are still in the throes of the global pandemic, a return to “normal” is still far off, forcing marketing teams to remain agile and prepare for the unknown in the New Year.

Chief Marketing Officers and marketing executives have withstood the challenges 2020 presented, and now it is time to embrace new opportunities including implementing digital transformation, evolving brand values, harnessing social media, and strengthening customer relationships.

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

  • Permanent pivots to virtual
  • Lessons learned in 2020
  • Continued digital transformation initiatives
  • Strengthening brand values
  • Creating relevant and authentic marketing

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

KEYNOTES ADDRESS: Let’s Get Serious About Experience - Embedding a CX Mindset to Drive Growth

The customer journey has shifted considerably since 2020, encouraging CMOs and marketing executives to continue to focus on customer experience (CX). Customer expectations have significantly increased due to the new digital environment, and organizations can take various approaches to amplify their CX mission. From conversational marketing to harnessing the voice of the customer, marketing teams have the opportunity to develop and deliver an exceptional customer experience.

Join this impactful opening keynote by Tracy Robertson, which will address:

  • What is customer experience and why should it matter to you and your organization?
  • How do new and changing customer expectations impact marketers?
  • What can marketers do to drive a better customer experience and what are the benefits?

Tracy RobertsonGlobal Vice President, Customer Experience (CX) & MarketingKimberly-Clark Professional

11:35 AM - 12:05 PM ET

THOUGHT LEADERSHIP: The Future of Brand: From Outcomes to Systems - A New Approach - featuring Concentric

The average lifespan of a brand is declining because of new forms of market forces.  Brands fail because they protect their franchise based on historical results.  The future of brand strategy is to move from this historical outcomes view to a foresight systemic view. No longer will brands be blindsided by market forces but they will be able to anticipate them, adapt to them, and build a business case for doing so.

This session will explore:

  • The reasons will brand life spans are collapsing
  • What marketers must consider to extend their franchise
  • What approach they should take to adopt new thinking
  • A case example based on an industries response to COVID impacts

Greg SilvermanChief Executive Officer & FounderConcentric

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: Weaving Inclusive Marketing into the Fiber of Your Brand

Diversity and inclusion have always played a critical role within organizations, and in the new year inclusivity is more important than ever. Consumers are interested in brands that align with their core values, and inclusivity has become an expectation because it allows customers to feel like they belong. Inclusive marketing allows your brand to feature more diversity in marketing initiatives that resonate with consumers of all race, gender, age, and ethnicity.

Join this panel discussion, which will address:

  • Growing your brand through genuine, empathetic, and inclusive strategies
  • Understanding the needs of your consumer and the current social climate
  • Making your consumer feel like they belong and encouraging diversity

Moderator:

Alexis KerrVice President of the Mahogany BrandHallmark Cards

Panelists:

Nekasha Pratt, PMPSenior Marketing Director - Thomas Nelson & Zondervan Fiction (HarperCollins Christian Publishing)HarperCollins Publishers

Jenny Li FowlerDirector of Social Media StrategyMassachusetts Institute of Technology

Tyrona HeathDirector, Market Engagement, The B2B InstituteLinkedIn

12:55 PM - 2 PM ET

Afternoon Break

2:05 PM - 2:50 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

Moderator:

Meena HeathChief Marketing Officer Quislex

Panelists:

Bryant IsonFormer Chief Marketing Officer

Martin GrayChief Marketing OfficerGeorgia Aquarium

Carolina LoboChief People & Brand OfficerInterim HealthCare

2:55 PM - 3:40 PM ET

FIRESIDE CHAT: Virtual Value – How to Engage Your Audience While Remote

With the Covid-19 vaccine being distributed, there is hope that the pandemic will be under control by the end of the year. However, despite this impending feat, virtual is here to stay and marketing teams must focus on creating and strengthening their brand’s virtual value. This includes using creative measures to reach new and existing customers, and harnessing new technologies to set your business apart from the competition.

This session will explore:

  • Navigating the permanent virtual landscape to stake your claim
  • Ensure your services are easy to use in the digital environment
  • Embrace continued change to further strengthen your virtual presence

Kevin IredellChief Marketing Officer Lowenstein Sandler LLP

Mari ConsidineChief Marketing Officer & Chief Development OfficerAcenda Integrated Health

 

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11:35 AM - 12:05 PM ET

KEYNOTE ADDRESS: The Power of a Story

People crave connection to one another and to brands – now, more than ever. Storytelling has tremendous power to bring us together.

But great stories don’t come easy. Human connection can’t be faked or created in a vacuum.

By purposefully stepping outside ourselves, asking the right questions and listening for what is and isn’t said, we make authentic connections. We find the stories that can change a life or transform a business; bring justice to our communities or bring us closer to our customers.

In this session, former TV news anchor and chief marketing, communications and strategy officer for a major health insurance company will cover:

  • The makings of a great story
  • Why and how to think like an investigative reporter
  • What your team stands to gain from operating more like a newsroom

Malorie MaddoxChief Marketing, Communications and Strategy OfficerBlue Cross and Blue Shield of Nebraska

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: Appreciating Your Audience & Creating Authentic Marketing

Customer needs continue to shift in the new year, which requires marketing teams to reevaluate and truly understand who their audiences are. Understanding your audience and what is important for them is critical to developing effective marketing strategies. After a grueling year of 2020, customers expect empathy, and messaging should reflect the authenticity of your brand’s values.

In this session, topics of discussion will include:

  • Navigating the new “normal” and pressures associated with everyday life
  • Understanding your audience and target demographics
  • Empathizing with your customers and creating meaningful marketing

Moderator:

Iman JeffersonEast Coast Communications Lead, Cadillac, GMC and BuickGeneral Motors

Panelists:

Rachel Merrick MaggsChief Marketing & Business Development Officer Fish & Richardson P.C.

Greg PaleseVice President Marketing Klein Tools

Jennifer Lee-HarrisonVice President, Demand GenerationCarters Inc.

Maria Dillon KempHead of MarketingConvene

12:55 PM - 1:30 PM ET

Afternoon Break

1:30 PM - 2 PM ET

THOUGHT LEADERSHIP: Event Marketing – Informing and Defining Post-Covid Strategy

Live events, whether virtual or in-person, are simply irreplaceable. Events such as forums, conferences, and webinars provide attendees with a valuable opportunity to form new connections as well as valuable insights in our increasingly virtual world. Event marketing is one of the most effective marketing channels connecting businesses and customers to drive growth. Digital events make this more accessible than ever but are still relatively new as an experience. Although the shift from in-person to virtual events was abrupt, this transformation has positively changed the trajectory of events and event marketing forever.In this insightful Thought Leadership, Argyle’s CEO will share:

  • 2020 Digital Events by the numbers: the outcomes and insights resulting from conducting digital-only events
  • 2021/22 Event Marketing Outlook: exclusive, first look at Argyle’s survey of senior marketers and their expectations for event marketing over the next 12-24 months

Paul PriceCEO & Chief Strategy OfficerArgyle

2:05 PM - 2:50 PM ET

PANEL DISCUSSION: Leveraging Data to Drive Marketing

As new initiatives for digital and technology transformations continue to evolve, there are more opportunities for collecting data than ever before. Marketing teams have the opportunity to leverage this data to develop effective marketing plans and reinvent digital marketing strategies.

Join this panel discussion, which will uncover:

  • Harnessing new data to increase the success of marketing efforts
  • Increasing data quality and consistency
  • Implementing cross-channel marketing

Moderator:

Monique ElliottSenior Vice President, Global Marketing, Industrial AutomationSchneider Electric

Panelists:

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

Adam GolombChief Marketing OfficerPrimanti Bros. Restaurant & Bar

Trish LilleyChief Marketing & Business Development OfficerStroock & Stroock & Lavan LLP

Brad EpsteinSenior Vice President, Chief Marketing OfficerPrecision Medicine Group

2:55 PM - 3:25 PM ET

KEYNOTE: Inspiring Audiences and Adapting Your Marketing Strategy - Lessons Learned in 2020 to Apply to 2021 and Beyond

As CMOs and marketing executives navigate the new year of 2021, there are many lessons to be learned from 2020. There were brands that struggled to survive amidst the pandemic, and unfortunately many did not. So, why did certain brands thrive despite the major disruption and what made these businesses successful during trying times? Marketing professionals have the opportunity to learn from the past, while looking ahead towards the future.

In this impactful keynote, topics of discussion will include:

  • Effectively responding to unforeseen challenges and adapting during a time of crisis
  • Leading your brand with humanity and exuding empathy towards customers
  • Embracing and strengthening brand values

Matt CoreyChief Marketing Officer PGA Tour

3:30 PM - 4:15 PM ET

FIRESIDE CHAT: 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 interactive panel, which will uncover:

  • 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

Paramita BhattacharyaChief Marketing OfficerBlurb

Mike KazmierczakVice President Marketing, Digital Energy & Buildings End MarketSchneider Electric

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Registration is currently closed. The on-demand will be available March 19th.

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