The Argyle Digital: Marketing Leadership Forum on April 20, 2021 is your chance to connect with B2B leaders and influencers, and gain insight into the latest B2B marketing innovations.
You will learn about key topics including: Account-Based Marketing (ABM), customer/user experience, Business to Human (B2H) marketing, channel marketing, and the latest B2B marketing technologies to strengthen your marketing strategy.
During this full-day virtual forum, you will hear from industry leaders on B2B topics, solutions, and strategies for 2021 and beyond. Attend this interactive event to hear keynotes and panel discussions on:
Brittney Overstreet Hamer
11 AM - 11:30 AM ET
Execution of channel marketing is an enormous challenge for B2B marketers in 2021. From economic changes brought forth by the pandemic, to the evolution of B2B consumer preferences, and an increased focus on e- marketplaces, channel marketing is ripe with new opportunities and obstacles.
Attend this session to learn:
Deborah A. BussiereGlobal Chief Marketing OfficerBroadridge Financial Solutions
11:35 AM - 12:05 PM ET
The B2B sales landscape is transforming and blurring the lines between B2B and B2C in two distinct ways. First, today’s B2B buyers want to browse, buy, and engage through online self-service and expect that experience to be as simple and satisfying as B2C. Second, the explosive adoption of B2B e-commerce – a $1.39 trillion opportunity – has more B2B businesses diversifying their traditional dealer/partner/rep model by adding direct-to-consumer sales or a hybrid B2B2C model.
This session includes research on the B2B landscape’s convergence with B2C and recommendations on how to elevate your B2B digital experience to mimic the “best of” B2C. You will also hear real-life examples of how clients like Yamaha WaterCraft Group and Cuisinart use their digital strategy to drive consumer demand, purchase intent, and brand loyalty for both B2B and B2C audiences, through their websites and retailer/dealer partners.
Attend this session to learn:
Joe HarrisChief Revenue OfficerWhereoware
12:10 PM - 12:55 PM ET
B2B content marketing uses content to grow an organization’s audience, strengthen brand, and ultimately drive sales. Smart marketers strive to create B2B strategies that produce content that will engage audiences and build trust.
During this interactive session, panelists will discuss:
Keith McCluskeySenior Director of Online Strategy, Office of CommunicationsHarvard Law School
Richard BourqueChief Marketing Officer Educational Epiphany
Laurie CunninghamDirector of ContentRhetoriq
Gregory FleischmannGlobal Director, Business Development and MarketingSidley Austin LLP
Jane LeeManaging Director - United for Business MarketingUnited Airlines
1 PM - 1:30 PM ET
With the rise of automation, came the fall of authentic, human-to-human interaction. As brands vie for the same audiences using the same value props, how do some brands flourish while others flounder?
Marketing is no longer about grabbing attention. It’s about creating real connections and building emotional resonance with your audience.
In this session, you’ll learn how to:
MK Getler Head of MarketingAlyce
1:30 PM - 2 PM ET
2 PM - 2:30 PM ET
Fueled by more than 100 extensive interviews with leading manufacturing marketers, this session reveals powerful marketing lessons developed in the trenches from brands like GE, Honeywell, and Klein Tools. Are you ready to think differently about your next marketing moves?
Carman Pirie, Founder of The Kula Ring Podcast, sat down with over 100 of today’s leading manufacturing marketers. He asked them what they were most proud of. He asked them what they were working on next. He dove deep to unpack the lessons of their best marketing home runs and asked the tough questions about the marketing failures they would rather forget. The unconventional thinking and unique marketing approaches uncovered along the way will help you gain new perspectives, insight, inspiration, and ideas to take your marketing to the next level.
Attend this session to learn:
Carman PirieFounder and HostThe Kula Ring Podcast
2:35 PM - 3:20 PM ET
Account based marketing uses highly targeted campaigns to help you increase content consumption & move key accounts through the marketing funnel.
By targeting key business accounts directly, as units of one rather than ‘one-to-many’, ABM helps companies implement marketing strategies through various channels to appeal to specific stakeholders.
Is ABM as easy as ABC? Learn common mistakes and real-life tips for mastering your ABM roadmap in this panel discussion. Our industry experts will also discuss whether ABM:
Trish LilleyChief Marketing & Business Development OfficerStroock & Stroock & Lavan LLP
Sara GableChief Marketing OfficerArcher Roose Wines
Brittney Overstreet HamerDirector, Campaign MarketingHMS
3:25 PM - 4:10 PM ET
B2B marketers face the challenge of choosing tools that align with marketing goals, integrate easily into existing technology stacks, and create top notch user experiences for both internal users and customers.
Attend this session to hear how top companies have addressed skills/training, team structures, and customer preferences to create Martech strategies that are people-centric and successful.
You will learn:
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.
Monique brings over 20 years of global experience in marketing, sales, commercial operations, ecommerce, and digital transformation across several industries. Monique Elliott joined Schneider Electric in 2020 as SVP of Global Marketing, Industrial Automation. In her current role Monique is responsible for all areas of marketing including demand generation, value proposition development, segment marketing, digital customer experience, and communications. Prior to joining Schneider Electric, Monique was Global Head of Customer Experience Marketing at ABB Electrification. Monique spent 15 years with General Electric holding various commercial roles including Chief Marketing Officer for GE Industrial Solutions, Global Head of Digital Commerce for GE Power, VP of Strategic Marketing at GE Capital Americas and Managing Director for the GE Commercial Finance Inside Sales Center. Before her career at GE, Monique led sales operations for a California bay area software company. Monique also serves on various academic and industry advisory boards focused on advancing marketing excellence.
Malorie Maddox spent 20 years as an award-winning journalist, covering an extensive range of stories – from deadly tornadoes, to a Ponzi scheme in Omaha, to her Emmy-nominated special, “Mothers Who Kill.” She has reported live from the “Jeopardy” stage and “The Voice” red carpet; interviewed many notable politicians and superstars; and emceed more than 500 events for organizations across the heartland.
Malorie’s passion for storytelling and commitment to the community led her to Blue Cross and Blue Shield of Nebraska (BCBSNE) in 2018. In her role as chief marketing, communications and strategy officer, she leads internal and external communications, public relations, brand, marketing, advertising, customer experience, insights, wellness, diversity and inclusion, and corporate social responsibility teams.
Malorie is a Kansas native and graduate of the University of Kansas. She lives in Elkhorn, Nebraska, with her husband, Greg, son, Moss, and Kit Kat-loving dog, Evie.
Tracy Robertson currently serves as Kimberly-Clark Professional’s Global Vice President of Customer Experience & Marketing. In this role, Tracy is responsible for all aspects of customer experience, digital dexterity and sales effectiveness to ensure the delivery of a high-quality, end-to-end experience across the entire customer journey.
Prior to joining KCP, Tracy spent 10 years at GE in various global commercial leadership roles. Her last two-years at GE she served as part of a mission-based team driving a company-wide project to define the strategy and implementation of GE’s Commercial and Customer Digital Transformation. Called upon to manage change, Tracy has delivered measurable results by comprehensively analyzing products, marketing, communications, and sales programs and then implementing continuous improvement, training, and culture initiatives in global, highly-matrixed organizations.
Tracy currently resides in Atlanta, Georgia and has an undergraduate degree in Communications and a M.B.A. from Syracuse University.