Martech Leadership Forum: Adapting Technology to Supercharge CX - Argyle Executive Forum Events

Overview

CX transforms marketing! Today’s customers are savvy and serious about the brands they embrace! Molding, measuring, and understanding what customers are looking for at every touchpoint is tantamount to marketing success in 2021 and beyond!

Is your organization losing revenue because your digital marketing technology fails to work properly? Are your personalized user engagement goals falling flat? Do your marketing efforts lack essential CX data to assure they are on-target?

If so, you’re not alone! Amid the turbocharged digital transformation efforts of the past year, customers have come to expect highly personalized experiences. Yet, many companies are missing the mark with lackluster CX and inadequate use of Martech.

Attend the Martech Leadership Forum to master your Martech strategies, build a better CX and fine-tune marketing efforts. You will also learn:

  • How to achieve better listening and recognize and act on customer feedback
  • Ways to improve companywide CX accountability
  • Methods to manage customer journeys and use them to initiate impactful marketing
  • How to get more out of your current Martech stack and understand where you’re collecting data, where that data goes, and how to improve data usage
Join Us at This Event

Speakers

Agenda

 

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11 AM - 11:30 AM ET

KEYNOTE PRESENTATION: Dig into Deep Learning (DL) - Superior CX and Marketing Automation

Based on artificial neural networks, Deep Learning has changed the face of marketing due to its ability to use many-layers and interconnected examples to make sense of unstructured and highly complex data. Chatbots and natural language processing are examples of deep learning in marketing.

Attend this session to learn the differences and commonalities between Artificial Intelligence (AI), Machine Learning (ML) and Deep Learning (DL) and the latest applications, processes, and strategies for digging even deeper into DL for marketing success.

You will also learn:

  • How companies are using Deep Learning to supercharge marketing strategies
  • Tips for distinguishing your organization’s brand using advanced analytics and DL
  • Real world examples of how Deep Learning is creating marketing excellence
  • Key considerations and cautions when heading down a Deep Learning path
  • What’s next in AI, ML and DL?

 

Alexandra MorehouseChief Marketing OfficerBanner Health

11:35 AM - 12:05 PM ET

THOUGHT LEADERSHIP: Featuring OneTrust

Abstract coming soon!

12:10 PM - 12:55 PM ET

PANEL DISCUSSION: Stack Attack - Making the Most of Your Martech Stack

Marketing technology has changed how marketers create and run online campaigns. With heavy investments of time and capital, marketers must regularly evaluate how these tools are helping meet consumer demands, engage consumers and build brand.

Is your organization getting all it can from its marketing technology stack? Have you outgrown your current marketing technology?

Attend this session to discover how to measure your stack’s effectiveness and what to do if you find it lacking.

You will also learn:

  • Ways to be sure you’re making the most out of your Martech investments
  • Tips for evaluating how the tools are serving your company’s needs
  • How to engage various stakeholders to maximize the effectiveness of your Martech stack now, and in the future
  • The latest and greatest marketing technologies and how smart companies are employing them

Panelists:

Drew HawkinsDirector of Digital Marketing Womble Bond Dickinson (US) LLP

Christopher A. NugentSenior Director Digital and Marketing Strategy

Bhavesh PatelVice President Global MarketingASCO Power Technologies, a Schneider Electric Company

1 PM - 2 PM ET

Afternoon Break

2 PM - 2:30 PM ET

KEYNOTE PRESENTATION: How to Overcome CX/UX Challenges with Design Thinking

Why do CX/UX projects fail? It happens in every organization and the main reason is usually a lack of understanding. Defining the problem that your CX project is attempting to solve and establishing
appropriate metrics to measure success is essential for every CX project!

Design thinking enables companies to anticipate customer demands and preferences and thus provide more remarkable customer experiences.

Attend this session to learn:

  • The key components of design thinking
  • How design thinking and CX work together
  • What a well-articulated CX/UX problem looks like
  • How design thinking helps organizations provide seamless and frictionless experiences for customers
  • Ways to make use of customer surveys and big data analytics to enhance design thinking

Alankar TayalVice President - UX, Research Insights and Strategy Leader Truist

2:35 PM - 3:05 PM ET

KEYNOTE PRESENTATION: Got Cookies? - Control, Data Privacy and Commerce

Stricter data privacy laws are here to stay, and they are affecting the way companies can use consumer data. Failing to plan for lower availability of usable data is not an option! Organizations that do not account for the laws and shift strategies will face lower acquisition rates and higher churn.

Attend this session to explore how cookie control, data privacy and less ‘useable’ data will change the face of CX and marketing.

You will also learn:

  • What responsible use of data in digital experiences looks like in 2021
  • Key considerations when creating personalized customer experiences
  • How to navigate stricter privacy laws in 2021, and what is likely to come

Scott T. LashwayManaging Partner, Privacy and Data SecurityManatt

3:10 PM - 3:55 PM ET

PANEL DISCUSSION: Digital Transformation Now! – Revamping Marketing Analytics Across Channels

Smart organizations are evaluating and transforming the way they use, measure, and manage digital analytics for marketing. This transformation is essential to bridge the gap between the CX of today and what customers will expect tomorrow.

In this panel discussion, you will hear how companies are using data insights to transform digital experiences. You will also learn:

  • The latest trends and strategies for masterful use of marketing analytics
  • How industry trends are impacting marketing measures and digital experiences
  • Keys to upskilling your marketing analytics team
  • How marketing analytics drive value, and what to do if they don’t seem to be delivering
  • How companies are leveraging the data cloud to advance marketing analytics initiatives

Chris MearesData IntegrationViacomCBS

Mohammad G. NejadArea Chair, Marketing AreaFordham University

Carol TranGrowth AdvisorPrezzee

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.

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.


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.