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Monday, 18 May, 2020 02:15 PM|Monday, 18 May, 2020 03:00 PM

The Building Blocks of a World-Class Account-Based Marketing Plan

Rick LaFond, Sr Principal, Advisory, Gartner

While an increasing number B2B Marketing leaders choosing to invest in Account-Based Marketing (ABM) programs, brands frequently struggle to get those programs off the ground—often due to uncertainty as to where to start and/or because initial efforts have fallen flat. Thorough upfront planning, with input from both marketing and sales, is essential for ABM success. In this session, you will learn:

- The key components of an ABM plan that will put you in a position for both short- and long-term success
- Best practices in collaborating with sales partners to assemble and refine inputs for an ABM plan

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 02:30 PM|Monday, 18 May, 2020 04:00 PM

Workshop: Stop Hiding Marketing Insights — Celebrate the Diversity in Your Customer Data

Jason McNellis, Sr Director Analyst, Gartner

You have a lot of data in a lot of reports containing a lot of averages. You also likely have a big problem: hidden insights — unknown and unacted upon — hiding within all those averages. You may also have a bigger problem: Misleading averages corralling you toward the wrong choices.
In this hands-on workshop we’ll use Excel, but the lessons you’ll learn are applicable to any report or analysis. We’ll start simple—with only 20 data points—then bolster our approach so it works with real world data. By the end of the workshop you will have five approaches to celebrate the heterogeneity in your marketing data and support better decision making.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 03:15 PM|Tuesday, 19 May, 2020 04:00 PM

Ask The Expert: Everything You Ever Wanted to Know About Customer Data (Platforms)

Lizzy Foo Kune, Sr Director Analyst, Gartner

Customer data platforms continue to be all the rage, but they're only one piece to the puzzle that is managing customer data. This session will focus on your questions about customer data, customer profiles, and technologies for managing your customer data like CDPs, DMPs, and identity management.
In this session, you'll learn:
- What is a "360 degree view of the customer?"
- What marketing technologies help me manage my customer data?
- What's the role of identity management in unifying customer data?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 09:00 AM|Wednesday, 20 May, 2020 09:45 AM

Business Goals, Ethics, and Customer Analytics

Andrew Frank, Distinguished VP Analyst, Gartner

Marketers rely increasingly on customer analytics to make critical decisions, but their connection to business goals and ethical considerations is often unclear and divergent. Marketing leaders need to understand the opportunities, trade-offs and hidden implications of customer data-based machine learning and analytics.

In this session you’ll learn how to use customer analytics to optimize business goals while also addressing
- Diversity and fairness
- Health, wellness, and long-term outcomes
- Transparency and trust

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 12:00 PM

Workshop: Customer-Centric Survey Design

Cassandra Nordlund, Director, Advisory, Gartner

Technology has made surveys cheaper and easier to conduct, inundating customers with feedback requests. Companies now compete fiercely for customers’ time and attention, jeopardizing VoC listening effectiveness. In this session, you will learn:
● Techniques for winning customer attention
● Best practices to solicit high quality, actionable feedback
● How to maximize customer engagement and insight value

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 03:15 PM|Monday, 18 May, 2020 04:15 PM

Roundtable: Obtaining Insights for Your Personas and Journey Maps

Jane-Anne Mennella, VP Analyst, Gartner

Personas and journey maps are essential for successful CX programs but securing the right insights from customers can be difficult for companies. In this session, you will share and learn from your peers what processes, methodologies and resources are used to collect the actionable insights needed to inform these valuable assets.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 10:15 AM|Tuesday, 19 May, 2020 11:00 AM

Signature Series: Gartner 2019 CX Management Survey - What Works for Customer Experience?

Augie Ray, VP Analyst, Gartner

Customer experience can take a variety of shapes and sizes at different firms, but marketing leaders often struggle to understand what works and what does not. Gartner's 2019 study of those who manage or are involved with CX reveals the practices most often associated with CX success. In this session you will learn:

- What practices are associated with measurable CX success
- The importance of knowing the relationship between customer satisfaction and business outcomes
- The impact of tech adoption on CX results

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 10:15 AM|Tuesday, 19 May, 2020 11:15 AM

Roundtable: Creating a Customer Centric Culture

Nicole Greene, Sr Director Analyst, Gartner

It takes more than a budgetary commitment to provide truly differentiated levels of customer experience. Marketing leaders know it requires an intimate knowledge of their customers, as well as a companywide commitment spanning numerous stakeholders and departments. During this session you will learn from and share with your peers how and what methods and processes they use to build and maintain a customer-centric culture.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 12:00 PM|Tuesday, 19 May, 2020 12:30 PM

The Power of Customer Empathy: A Soft Skill With a Hard Impact to Your Bottom Line

Jane-Anne Mennella, VP Analyst, Gartner

Customer empathy, once thought of as a skill for customer care reps and designers and taught in leadership courses, has become a necessity for all business employees and experiences . Empathetic companies outperform their peers, and 91% of CEOs say empathy is directly linked to their company's financial performance. Empathy is required to create a customer-centric culture, successfully launch innovative products, and create marketing and sales campaigns that resonate. In this session you will learn:
What empathy is and what it is not
Why customer empathy is a must-have trait for companies and employees
How you obtain and use it effectively.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 12:00 PM|Tuesday, 19 May, 2020 12:45 PM

Ask the Expert: Harnessing the Power of Your VoC Program

Augie Ray, VP Analyst, Gartner

With the rising importance of VoC in CX management, marketing leaders are increasingly engaging vendors and platform solutions to help them listen to and analyse customer feedback. This session will help CMOs and marketing leaders to ask questions about VoC practices involving survey design, the value of relationship and transactional surveys, and the democratization of VoC data.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 12:00 PM|Tuesday, 19 May, 2020 12:45 PM

Ask The Expert: Customer Experience Journey Mapping Fundamentals

Cassandra Nordlund, Director, Advisory, Gartner

Customer experience journey mapping is a collaborative process of gathering qualitative and quantitative data to understand customers’ current and desired journey. This process allows organizations to identify and visualize customers’ pain points and opportunities to optimize their experience. In this session we will discuss best practices in creating journey maps that deliver actionable and informative insights.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:15 PM|Tuesday, 19 May, 2020 03:00 PM

Ask The Expert: Operationalize Customer Experience Personas

Augie Ray, VP Analyst, Gartner

It’s hard to design something for someone you don’t know. Personas humanize our customers, making it easier for everyone in an organization to realize exactly who they are building for or supporting within an experience. In this session, we will discuss key components of personas and how to enable key stakeholders to leverage CX personas and insights in their projects.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 03:15 PM|Tuesday, 19 May, 2020 04:00 PM

Ask The Expert: Everything You Ever Wanted to Know About Customer Data (Platforms)

Lizzy Foo Kune, Sr Director Analyst, Gartner

Customer data platforms continue to be all the rage, but they're only one piece to the puzzle that is managing customer data. This session will focus on your questions about customer data, customer profiles, and technologies for managing your customer data like CDPs, DMPs, and identity management.
In this session, you'll learn:
- What is a "360 degree view of the customer?"
- What marketing technologies help me manage my customer data?
- What's the role of identity management in unifying customer data?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 03:15 PM|Tuesday, 19 May, 2020 04:00 PM

Executing Complex Customer Experience Initiatives

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Driving high-impact CX improvement requires companies to successfully execute lengthy, complex, cross-functional initiatives. Unfortunately, about half of all such projects are significantly descoped or deprioritized along the way. In this session, you will learn:
● Best practice advice for marketing leaders tasked with guiding their company’s high-impact projects to the finish line
● Key organizational capabilities to cultivate when shifting from initiative approval to execution
● The most important drivers of CX initiative success

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 04:15 PM|Tuesday, 19 May, 2020 05:00 PM

CMO Story: How CMOs Launch and Lead Customer Experience

Augie Ray, VP Analyst, Gartner

As CMOs are held more responsible for growth and retention, they are turning to Customer Experience to optimize the end-to-end journey and deliver business results. To succeed, CX requires different skills, goals, measures, and processes from more traditional marketing endeavors. In this session you will learn :

- How CMOs can launch a CX program that gains influence throughout the organization
- How a CX vision gives CMOs the opportunity to engage peers in meaningful discussions
- How to balance your short-term financial metrics with customer-centric leading measures of future success

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 10:00 AM|Wednesday, 20 May, 2020 10:45 AM

Driving Customer Centric Decision Making

Cassandra Nordlund, Director, Advisory, Gartner

Marketing leaders must embed the customer into countless decisions made by their business partners. However, the complexity of internal decisions makes this a challenging task. In this session, you will learn:
● The key factors that drive business partners to be more customer-centric.
● The recommended approach to influencing decisions across the organization.
● Proven best practices to enable more customer centricity in business partners’ decision-making processes.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 01:30 PM|Wednesday, 20 May, 2020 02:15 PM

Personified: The What, Where and How of B2B Customer Personas

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

This session will answer the question "how do we create personas in B2B marketing?". Between enterprise personas, segmentation, stakeholder mapping and stakeholder personas, B2B persona-building can be tough and confusing! And yet - we know that personas can have huge impact on improving the customer experience, bringing precision to marketing efforts, and advancing B2B deals in a group buying dynamic. In this session, you'll learn:
- WHAT information to include or draw on in building B2B personas
- WHERE to start in finding data to support B2B-persona building
- HOW to use personas in B2B marketing to improve marketing success, sales success, and customer experience

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 01:45 PM|Wednesday, 20 May, 2020 03:15 PM

Workshop: Use UX Heuristics to Evaluate and Improve Your Website

Jane-Anne Mennella, VP Analyst, Gartner

Marketing leaders continue to make investments in their corporate websites one of their top spending priorities, and budget allocated to brand websites is only expected to grow. Yet, 35% of people cannot complete even simple tasks on the average site. Whether you are B2B, B2C or B2B2C, this session will teach you how to conduct your own website evaluation and determine where your site follows or deviates from common usability best practices.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Designing Customer Experiences That Drive Advocacy and Spending Habits

Sean Holbert, Sr Director, Advisory, Gartner

Customers that are exposed to brand advocacy are more likely to buy more and spend more in both B2B and B2C worlds. CX and Marketing leaders have an opportunity to harness this value by using CX principles to design the very experiences that generate customer advocacy and positive returns.

In this session CX and marketing leaders will learn

● How CX generates positive advocacy and drives value,

● What forms of advocacy are most effective, and

● How to design experiences that increase - and activate - customer advocates.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 12:00 PM

Workshop: Customer-Centric Survey Design

Cassandra Nordlund, Director, Advisory, Gartner

Technology has made surveys cheaper and easier to conduct, inundating customers with feedback requests. Companies now compete fiercely for customers’ time and attention, jeopardizing VoC listening effectiveness. In this session, you will learn:
● Techniques for winning customer attention
● Best practices to solicit high quality, actionable feedback
● How to maximize customer engagement and insight value

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 02:15 PM|Monday, 18 May, 2020 03:00 PM

The Future of Digital Advertising: How to Reach the Next Generation of Consumers

Lindsey Roeschke, Director Analyst, Gartner

For most companies, future business growth and success will hinge on the next generation of consumers. This influential group has unique values, behaviors and expectations when it comes to the digital landscape (for example, values of identity and creativity are uniquely relevant compared to other age groups) , so marketers will need to adjust their digital strategy to align with their values, capture their attention and ultimately generate sales. In this session, you will learn:

- About young consumers’ unique digital behavior and path to purchase.
- How to adjust your marketing mix to align with their digital expectations.
- How to generate content that resonates.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 10:15 AM|Tuesday, 19 May, 2020 11:00 AM

Navigating New Audience Expectations: Determining When and How to Engage in Contentious Issues

Richard DeLisi, VP, Advisory, Gartner

Many organizations are hesitant to "take sides" on contentious societal issues out of a fear of negative backlash. But Gartner research finds that audience response to companies willing to take a stand is significantly more positive than negative. This session will help CMOs:

● Understand new audience expectations for societal issues engagement, as well as how audiences respond to organizations they see taking a stand on a contentious issue, and

● Learn how to analyze engagement with societal issues as a true differentiator, that can lead to great brand connection and customer engagement.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 10:15 AM|Tuesday, 19 May, 2020 11:45 AM

Workshop: Unlocking the Power of Consumer Insight to Drive Marketing Success

Lindsey Roeschke, Director Analyst, Gartner

The importance of building a consumer-centric marketing strategy has never been more vital, but many organizations don't know how to do it successfully. Marketing leaders are often drowning in data about WHAT consumers are doing, but in order to connect on a deeper level and reveal opportunities for customer growth and loyalty, they also need to understand WHY. In this interactive workshop, attendees will:
1. Get smart on consumer values and cultural drivers
2. Unearth touchpoints where consumer insights can inform marketing planning and strategy
3. Put learnings to practice through collaborative activities

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 12:00 PM|Tuesday, 19 May, 2020 12:30 PM

The Power of Customer Empathy: A Soft Skill With a Hard Impact to Your Bottom Line

Jane-Anne Mennella, VP Analyst, Gartner

Customer empathy, once thought of as a skill for customer care reps and designers and taught in leadership courses, has become a necessity for all business employees and experiences . Empathetic companies outperform their peers, and 91% of CEOs say empathy is directly linked to their company's financial performance. Empathy is required to create a customer-centric culture, successfully launch innovative products, and create marketing and sales campaigns that resonate. In this session you will learn:
What empathy is and what it is not
Why customer empathy is a must-have trait for companies and employees
How you obtain and use it effectively.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:15 PM|Tuesday, 19 May, 2020 03:00 PM

Mining “Minutiae” for Marketing Gold: Unearthing Business Insights From Consumer Culture

Kate Muhl, VP Analyst, Gartner

Marketers often write them off as irrelevant, but seemingly niche cultural phenomena – like crystal healing, algorithm hacking, true crime podcasts, streaming reruns –actually provide powerful early warning signals of where the culture is headed and what consumers may soon demand. In this session, we’ll read critical cultural tea leaves, and glean strategic insights from cultural observation. In this session you will learn:
Which specific trends are reshaping the context into which marketers’ efforts flow now
Why cultural insights matter, even for marketing organizations with mature customer data practices
How understanding cultural “ephemera” offers unexpected insight that can offer brands a competitive edge

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:15 PM|Tuesday, 19 May, 2020 03:45 PM

Workshop: Persuasive Data Storytelling and Presentation Design

Sean Holbert, Sr Director, Advisory, Gartner

Leaders and practitioners in marketing, insights, and analytics are often challenged to design presentations that persuade stakeholders to take action. We often hear questions like, "How do I avoid overloading my audience with information?" and "How do I achieve resonance with varied stakeholder groups?" This workshop addresses these challenges and more, as attendees will walk away with frameworks to help them design:
1) Audience-centric objectives;
2) A data-driven narrative for their presentations;
3) Slides with the most effective layouts and graphics to help convey their message.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 04:15 PM|Tuesday, 19 May, 2020 05:00 PM

Algorithmic Marketers, Heads Up: The Real Threat Is Consumers' Confidence, Not Their Fear

Kate Muhl, VP Analyst, Gartner

Consumers who game or subvert algorithms – skewing systems and corrupting data – aren’t suspicious trolls. They’re positive about AI and confident they can beat it. As their numbers grow, marketers’ current strategy – educate and allay fear – will be insufficient. New strategies and tactics are required to mitigate the complications and seize the opportunities posed by this underappreciated threat. In this session you will learn:
What’s happening with consumer behavior and attitudes around AI
What threats are just around the corner for marketers who rely on AI
How to engage (and constructively redirect) the consumers who might seek to subvert your algorithms

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 11:15 AM

Engaging B2B Buyers in a Complex Environment

Brent Adamson, Distinguished VP, Advisory, Gartner

Less than half of forecast deals end up being closed, and 21% are indefinitely stalled. A major contributor to the problem is that B2B customers are overloaded with information, their own organizational complexity, and an increasing uncertainty about future business conditions. During this session, you will learn best practices in using customer data and insights to engage B2B buying groups in productive conversations by helping customers:
● Collectively make sense of available information and options
● Overcome risks and challenges within their organization
● Feel confident in moving forward with a seemingly ambitious purchase

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

5 Steps to Building Your Demand Generation Program

Carlos Guerrero, Sr Director, Advisory, Gartner

Building and maintaining a healthy pipeline of high-quality leads, as well as driving those leads towards purchase, remains a top priority among B2B marketing leaders. To achieve these objectives, marketing team activities need to be grounded in a strategic and comprehensive demand generation program that promotes both effectiveness and scale. In this session, attendees will learn:


● The key elements of a focused demand generation strategy

● The practical steps required to ensure demand generation programs meet strategic goals

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 10:00 AM|Wednesday, 20 May, 2020 10:45 AM

Ask the Expert: Master and Measure Marketing That Drives Digital Growth

Jennifer Polk, VP Analyst, Gartner

E-commerce is over 10% of marketers' budget, but much of that spend is wasted if marketers can't measure its impact on top and bottom line growth. Gartner's Hierarchy of Digital Commerce Metrics shows the link between strategic business goals and tactical execution to ensure spend and effort to drive digital growth.

In this session, you'll learn:

● Which marketing metrics to use to track your impact on digital growth

● How to connect digital growth to marketing strategy, operations and tactics

● How to use the hierarchy of metrics to communicate, evaluate and optimize results

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 11:45 AM|Wednesday, 20 May, 2020 12:15 PM

Measuring the Effectiveness of Marketing Innovation

Ewan McIntyre, VP Analyst, Gartner

Almost one-fifth of the total marketing budget is allocated to innovation, yet measuring innovation and proving its value is a perennial issue. By measuring innovation on three levels — culture, process and outcomes, marketing leaders gain insights into the impact of innovation programs. In this session, you'll learn: 1) How to align innovation objectives to business goals 2) How to build a framework that captures leading indicators of success in terms of culture, processes 3) How to capture the lagging indicators of innovation success - the outcomes

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 08:15 AM|Monday, 18 May, 2020 08:35 AM

Conference Orientation - What, When, Where and How

Dan Winterbottom, VP, Program Management, Gartner

This orientation session will help you quickly learn what is happening at the conference, answer any questions and direct you to the right sessions, locations and speakers, ensuring your time spent with us is as valuable as possible.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 09:00 AM|Monday, 18 May, 2020 10:00 AM

Leading Marketing in Unprecedented Times

We are truly living in unprecedented times. The global impact of the COVID-19 pandemic, the increasing pace of change and the increasing interdependence of organizations, financial systems and supply chains have reached a tipping point where it is nearly impossible to plan ahead. To chart your path forward in these unprecedented times - when the future (even the short term) seems uncertain and fast to change, there is pressure on Marketing to show fast results with little wiggle room, and where it’s clear that something has to change to get those results - there is a clear path forward. But, the change doesn’t have to be a groundbreaking new idea or disruptive way of doing business. It’s a change in your perspective, within yourself as a CMO and marketer. First, know thyself to leverage benchmarks that are relevant to your situation. Second, see the customer from their perspective, truly. And third, don’t chase data answers to your questions.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 11:15 AM

Signature Series: Gartner’s CMO Spend Survey — Benchmarking European Marketing Budgets

Ewan McIntyre, VP Analyst, Gartner

Since 2012, Gartner's CMO Spend Survey has been a strategic bellwether, and vital planning tool. 2019 to 2020's survey widened its geographical scope, including France and Germany alongside North America and the U.K. In this session, you'll learn: 1) Marketing budget trends, and their impact on your strategy 2) Budgets across core channels and capabilities 3) Building robust budgets for the future.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 03:15 PM|Monday, 18 May, 2020 04:00 PM

The Lessons Mass Consumer Brands Must Learn From Disruptors

Alex De Fursac Gash, Sr Director, Advisory, Gartner

The competitive landscape facing mass consumer brands continues to evolve fast as disruption caused by technology and disruptive brands continues to threaten existing business models. In this session you will learn:

● How disruptive brands are winning consumer confidence and driving preference

● Actionable steps your brand can adopt to drive commercial success

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 12:00 PM|Tuesday, 19 May, 2020 12:30 PM

The Power of Customer Empathy: A Soft Skill With a Hard Impact to Your Bottom Line

Jane-Anne Mennella, VP Analyst, Gartner

Customer empathy, once thought of as a skill for customer care reps and designers and taught in leadership courses, has become a necessity for all business employees and experiences . Empathetic companies outperform their peers, and 91% of CEOs say empathy is directly linked to their company's financial performance. Empathy is required to create a customer-centric culture, successfully launch innovative products, and create marketing and sales campaigns that resonate. In this session you will learn:
What empathy is and what it is not
Why customer empathy is a must-have trait for companies and employees
How you obtain and use it effectively.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 04:15 PM|Tuesday, 19 May, 2020 05:15 PM

Roundtable: How Leading Brands Outperform in Uncertain Times

Michael McCune, Sr Director, Advisory, Gartner

Successful brands take risks in uncertain times when other brands slow down. Prepare for uncertain times. Mobilize marketing to ensure you're best placed to succeed, amidst political and economic turbulence. In this session, you'll learn: 1) How to act confidently amid Uncertainty; 2) How use uncertainty to accelerate innovation; 3) How to identify and install your team of the future.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 08:45 AM|Wednesday, 20 May, 2020 09:45 AM

Roundtable: Selling Your Vision Across the C-Suite

Lindsey Roeschke, Director Analyst, Gartner

After the challenge of articulating a marketing vision, there is no more important task than getting buy in from executive peers and stakeholders across the organization. CMOs cannot deliver agile strategies in isolation and gaining top-level direction from the board and CEO is essential. In this session we will discuss how the empowered CMO builds support through partnerships, governance programs, and strategic investments. Attendees will leave with a new understanding of how to build consensus and win support for their strategic vision, guide corporate decision making processes, and lead their organizations through change.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 11:45 AM|Wednesday, 20 May, 2020 12:15 PM

Measuring the Effectiveness of Marketing Innovation

Ewan McIntyre, VP Analyst, Gartner

Almost one-fifth of the total marketing budget is allocated to innovation, yet measuring innovation and proving its value is a perennial issue. By measuring innovation on three levels — culture, process and outcomes, marketing leaders gain insights into the impact of innovation programs. In this session, you'll learn: 1) How to align innovation objectives to business goals 2) How to build a framework that captures leading indicators of success in terms of culture, processes 3) How to capture the lagging indicators of innovation success - the outcomes

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 01:30 PM|Wednesday, 20 May, 2020 02:15 PM

Navigating DTC for Marketing Leaders: A Roadmap for Decision Making and Execution

Rebecca Edelman, Sr Principal, Advisory, Gartner

Direct to consumer selling models continue to be a hot topic amongs manufacturers who seek to take back control of their brand, develop more margin friendly business models, and create a direct relationship with consumers. At the same time, the product assortment and core competencies of manufacturers often do not lend themselves well to scalable DTC business model. In this session you will learn:

- What product types, characteristics and business models are best-suited for DTC
- How brands have created best-in-class DTC site experiences and differentiated value propositions to drive ongoing consumer engagement
- How to navigate the dynamics of a B2B2C and B2C business

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 01:20 PM|Monday, 18 May, 2020 01:40 PM

Magic Quadrant for Global Marketing Agencies

Jay Wilson, VP Analyst, Gartner

This session introduces marketers to the latest update to our popular Magic Quadrant for Global Marketing Agencies. Marketers spend 22% of their budgets on outsourced marketing services, making agencies a massive investment that requires careful vetting. In this session, you'll learn:
1) Significant trends in the agency world that marketers need to pay attention to
2) How Gartner evaluates agencies
3) Who are the leaders, challengers, visionaries and niche players in the agency world

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 03:15 PM|Monday, 18 May, 2020 04:00 PM

CMO Story: Diversity and Inclusion: A Marketing Advantage

Jay Wilson, VP Analyst, Gartner

Diversity and inclusion (D&I) efforts resonate with consumers, and can become a brand advantage. Data shows that companies with an ethnically diverse board of directors are 43% more likely to experience higher profits. But that’s just the start. Gartner data shows that teams that prioritize D&I outperform teams that don’t. An increasingly diverse customer base demands that brands reflect D&I in their marketing communications, while practicing what they preach in their own hiring practices. Clients tell us that they increasingly prioritize D&I when selecting agency partners. Especially in creative fields like advertising and marketing, a diversity of ideas can be differentiating. In this session, you'll learn: 1) How D&I can have a positive impact on your brand, your employees, and society at large 2) How to audit your own organization’s D&I efforts and make improvements 3) How D&I has given a competitive advantage to leading global brand.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:00 PM|Tuesday, 19 May, 2020 03:00 PM

Roundtable: How to Build an E-Commerce Team

Jessica Dervyn, Sr Principal, Advisory, Gartner

Rebecca Edelman, Sr Principal, Advisory, Gartner

In Gartner’s CMO spend survey 2019 to 2020, 31% of respondents ranked digital commerce as a top capability they consider to be vital in supporting the delivery of their marketing strategy, ranking third behind marketing analytics and market research and competitive insights. In this breakout session we will give CMO’s and digital commerce leaders the tools to understand which disciplines drive the most return on their human capital investment and what a well-rounded, best-in-class, e-commerce marketing team looks like.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:15 PM|Tuesday, 19 May, 2020 03:00 PM

The Evolution of Marketing Skills: The Rise and Fall of Talent Needs

This session will discuss the new critical skills of high performing marketing organizations, and those skills that are on the decline. The emergence of new marketing technologies (including AI), heightened customer expectations, and the need for greater data accuracy at an accelerated pace have created a pressing need for marketing leaders and their teams to work differently. High performing marketing organizations are not just managing this shift by hiring a fleet of specialists, but also by strategically tapping into new capabilities of existing talent, revisiting and redefining existing roles, and the expertise needed to be successful. In this session you will learn: 1) The key skills required for a high-performing marketing organization 2) How to succeed in a digital-first environment 3) How to harness human capital and organizational innovation to improve operational effectiveness

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 04:15 PM|Tuesday, 19 May, 2020 05:00 PM

Ask The Expert: Build a Marketing Talent Roadmap to Harness Your Most Valuable Asset — Your People

Christopher Ross, VP Analyst, Gartner

Building the right team is essential for success, but talent planning often falls down the list of strategic priorities. Fast-moving, in-demand marketing capabilities have created a significant talent challenge. You need a roadmap that captures talent requirements and maps how you lead, develop and manage your teams to meet your objectives today, and achieve your future vision. In this session you'll learn: 1) the state of marketing talent competition in 2020 2) how to build talent vision and roadmap 3) how to implement and optimize your roadmap.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 09:00 AM|Wednesday, 20 May, 2020 09:45 AM

Ask The Expert: Designing the Modern Marketing Machine

Michael McCune, Sr Director, Advisory, Gartner

Making structural changes to optimize the marketing function is an important (and oft-pondered) decision for a marketing leader. What should prompt a change? Do we need to make a change? Can we improve efficiency and efficacy via other actions? In this session, you’ll have the opportunity to ask these questions and more on topics such as: org structure trends; pros and cons of common changes; how do deal with centralization vs decentralization; and how best to lead teams through change. Attend this session and walk away feeling more confident about how to organize your team for success.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 10:00 AM|Wednesday, 20 May, 2020 11:00 AM

Roundtable: The Growing Intersection Between Marketing Operations and Analytics

Although analytics and data management are found in a variety of organizational models, more and more marketing leaders are consolidating their analytics and data management capability within the marketing operations function. This session will review organizational design trends, the reason beyond the shift and explore the pros and cons of each configuration.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Is the CIO Your New Best Friend? How Marketing Can Take Advantage of the Growing Relationship with IT

Lizzy Foo Kune, Sr Director Analyst, Gartner

IT, cited as a major detractor of marketing in 2017, is now reported as one of marketing’s major supporters. Take advantage of this relationship now before the pendulum swings the other way. CMOs need to continue to reach across the c-suite in order to accomplish their goals.
 In this session, you'll learn:
· What are the barriers to effective IT-marketing relationships?
· Why is IT essential to the success of marketing?
· How can you effectively communicate the needs of marketing to IT?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Ask the Expert: The Growing Strategic Importance of Marketing Operations

Ewan McIntyre, VP Analyst, Gartner

As marketing’s expected contribution to business success increases, marketing leaders need to establish a discrete function with operational skills that enable efficient and scalable process excellence and marketing accountability. The marketing operations function is evolving, advancing and adding several new strategic responsibilities. In this session you will learn:
- How strategy and planning facilitation has become a cornerstone of marketing operations
- How marketing analytics capabilities are providing essential insights, fueling operational and effectiveness gains
- Why marketing technology strategy belongs in operations

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 11:30 AM

Roundtable: Martech Management and Innovation

Michael McCune, Sr Director, Advisory, Gartner

In this session, martech leaders will be able to step outside of their vendor specific issues and talk about stack management and stack innovation best practices, as well as stack optimization strategies. We’ll also facilitate peer-to-peer discussion on the evolution of martech leader responsibilities, successful cross-functional partnerships, and new use cases for the marketing organization.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 12:15 PM|Monday, 18 May, 2020 01:00 PM

Ten AI Use-Cases That Deliver Marketing Results

Andrew Frank, Distinguished VP Analyst, Gartner

Gartner's latest Hype Cycle puts Artificial Intelligence for Marketing at the Peak of Inflated Expectations. We're all tired of the hype, but are also aware of AI's transformative potential. This presentation will take a hard look at specific use cases where AI is having a measurable impact today, with real-world examples and concrete recommendations to get you on the path to value without a 5-year roadmap.

In this session you'll learn:
- How are companies using AI successfully?
- What are the key challenges and best practices that lead to success?
- How can you cut through vendor claims, assess your readiness and scope projects for maximum acceleration?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 01:50 PM|Monday, 18 May, 2020 02:10 PM

Magic Quadrant: Multichannel Marketing Hubs

Benjamin Bloom, Sr Director Analyst, Gartner

Multichannel marketing hubs (MMHs) help marketers orchestrate communication and offers to customer segments across a multichannel environment. The continuing evolution of this market brings a deepening level of customer understanding and advancing criteria demands to meet both marketer and customer needs. In this session, you'll learn:


● What are the mission-critical MMH capabilities

● Results of Gartner's 2020 Magic Quadrant for Multichannel Marketing Hubs

● Best practices for finding a MMH to meet your needs

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 03:15 PM|Monday, 18 May, 2020 04:00 PM

Ask the Expert: How to Identify, Test and Then Select the Very Best Martech Vendors for You, Faster (RFP 2.0)

Colin Reid, Sr Director Analyst, Gartner

Today’s long, complex and labor intensive RFP processes don’t help marketing technology leaders efficiently determine the best vendors. in this session you will learn — 1) An accelerated bid approach to deliver your needs and requirements. 2) How to eliminate vendor obfuscation to understand their capability and suitability for your needs and organization. 3) How to do upfront implementation planning to understand the effort and time to launch the solution and deliver ROI.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 05:55 PM|Monday, 18 May, 2020 06:15 PM

Magic Quadrant for Personalisation Engines

Jennifer Polk, VP Analyst, Gartner

Gartner’s 2019 Magic Quadrant for personalisation engines profiles leading providers and illustrates the evolution of one of the most in-demand marketing technologies.
In this session, you’ll learn:
● Who are the leading providers in the personalisation engine market and why?
● What capabilities and characteristics to seek in a personalisation engine vendor?
● How the market for personalisation tools is evolving and converging and the implications?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 12:00 PM|Tuesday, 19 May, 2020 12:45 PM

How to Build a Genius Marketing Technology Stack

Benjamin Bloom, Sr Director Analyst, Gartner

Marketing Technology Leaders have responsibility for planning, building and maintaining Martech ecosystems but declining budgets increase the scrutiny of Martech ROI. In this session you will learn:
1. What are the core components of an effective stack
2. Marketing technologies behind brands with a Digital IQ of "Genius.”
3. How to create an actionable roadmap for upgrading your Martech tools and team

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 01:00 PM|Tuesday, 19 May, 2020 01:20 PM

Magic Quadrant for Ad Tech

Andrew Frank, Distinguished VP Analyst, Gartner

As marketing leaders seek cost optimization and greater accountability from digital advertising investments, licensing ad tech directly offers a promising approach. But, choosing the right ad tech vendor requires detailed knowledge and a solid vision of how tools will support brand goals. This session will introduce Gartner's 2019 Magic Quadrant for Ad Tech, which features ten of the leading contenders in the ongoing battle for a durable spot in the ever-shifting, ever-growing, much-maligned ecosystem of digital advertising. Who are the leaders, the challengers, the visionaries, and the niche players? What are their strengths and weaknesses? All will be revealed.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 03:15 PM|Tuesday, 19 May, 2020 04:00 PM

Ask The Expert: Ad Tech 101

Andrew Frank, Distinguished VP Analyst, Gartner

If you’re considering insourcing digital advertising operations but you’re not an ad tech expert, this session is for you. Following a quick a crash course in how the ecosystem works, we’ll answer your questions about how to source the skills and technology you’ll need to take control. Beginners only please.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 03:15 PM|Tuesday, 19 May, 2020 04:00 PM

Ask The Expert: Everything You Ever Wanted to Know About Customer Data (Platforms)

Lizzy Foo Kune, Sr Director Analyst, Gartner

Customer data platforms continue to be all the rage, but they're only one piece to the puzzle that is managing customer data. This session will focus on your questions about customer data, customer profiles, and technologies for managing your customer data like CDPs, DMPs, and identity management.
In this session, you'll learn:
- What is a "360 degree view of the customer?"
- What marketing technologies help me manage my customer data?
- What's the role of identity management in unifying customer data?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 10:00 AM|Wednesday, 20 May, 2020 10:45 AM

Practical Steps and Real-World Examples to Use in Evaluating If CDPs Are for You

Colin Reid, Sr Director Analyst, Gartner

Go beyond the hype and promises. As the CDP market and individual vendors mature, key use cases emerge from leading global marketers like Fiat-Chrysler & others. With case studies and research we will examine how to scope, test and evaluate CDPs. In this session you will learn:
1. How CDPs are being used today, successfully and unsuccessfully
2. How to evaluate and quantify their current value to you
3. How Gartner predicts they will evolve & develop in the coming years

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 12:45 PM|Wednesday, 20 May, 2020 01:05 PM

Hype Cycle: Your Guide to Enhancing Your MarTech Toolbox

Lizzy Foo Kune, Sr Director Analyst, Gartner

Customer data platforms. AI for marketing? What are they? Why do I really need to invest in one (or all)? Gartner's Digital Marketing and Advertising Hype Cycle provides a snapshot (in one image!) the maturity of these and other marketing technologies, and assess their potential impact on marketing effectiveness. We'll highlight these technologies and some others that are important but maybe don't get the "hype" they deserve.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Is the CIO Your New Best Friend? How Marketing Can Take Advantage of the Growing Relationship with IT

Lizzy Foo Kune, Sr Director Analyst, Gartner

IT, cited as a major detractor of marketing in 2017, is now reported as one of marketing’s major supporters. Take advantage of this relationship now before the pendulum swings the other way. CMOs need to continue to reach across the c-suite in order to accomplish their goals.
 In this session, you'll learn:
· What are the barriers to effective IT-marketing relationships?
· Why is IT essential to the success of marketing?
· How can you effectively communicate the needs of marketing to IT?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 11:15 AM

Build a Best-in-Class Marketing Analytics Strategy

Jason McNellis, Sr Director Analyst, Gartner

For many marketing departments, data and analytics is a top priority investment. As the role of marketing data and analytics elevates so do expectations and scrutiny. The "classic", standalone marketing analytics program is no longer enough. To help you build a modern marketing analytics function, this session will cover:
- The three goals of effective marketing analytics
- The crucial elements of a modern marketing analytics strategy
- Key frameworks to apply each element to your organization

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 12:15 PM|Monday, 18 May, 2020 12:45 PM

Three Steps to Lasting Measurement Success

Joseph Enever, Sr Director Analyst, Gartner

Marketing analytics is the CMO's biggest operational expense, and with advancing martech and marketer remit, measurement is a progressive challenge. Do your plans for measurement meet this challenge in the long-term? Doing so will be your competitive advantage. Marketing leaders will leave this session with:
- Evidence demonstrating the competitive advantage of effective measurement
- The role of the measurement framework and how to approach
- The three steps to long-term measurement success

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 02:00 PM|Monday, 18 May, 2020 03:00 PM

Roundtable: Selecting the Right Metrics for Your Marketing Dashboards

Joseph Enever, Sr Director Analyst, Gartner

Marketing leaders struggle to connect analysis to insight to business value. In this session, you'll learn from your peers as you identify:
- What marketing metrics do others use to report to specific stakeholders?
- How are metrics selected for dashboards?
- How do other organizations translate the analysis into the value it brings to the business?

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 02:30 PM|Monday, 18 May, 2020 04:00 PM

Workshop: Stop Hiding Marketing Insights — Celebrate the Diversity in Your Customer Data

Jason McNellis, Sr Director Analyst, Gartner

You have a lot of data in a lot of reports containing a lot of averages. You also likely have a big problem: hidden insights — unknown and unacted upon — hiding within all those averages. You may also have a bigger problem: Misleading averages corralling you toward the wrong choices.
In this hands-on workshop we’ll use Excel, but the lessons you’ll learn are applicable to any report or analysis. We’ll start simple—with only 20 data points—then bolster our approach so it works with real world data. By the end of the workshop you will have five approaches to celebrate the heterogeneity in your marketing data and support better decision making.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 03:15 PM|Monday, 18 May, 2020 04:00 PM

Reshaping Insights and Analytics to Improve Data-Driven Decision Making

Sean Holbert, Sr Director, Advisory, Gartner

The volume and accessibility of data, along with the speed of business, makes it hard for even the most technically savvy decision makers to effectively use data in their decision-making process. This requires Insights and Analytics leaders to rethink their approach to decision support. Market Insights and Analytics leaders and practitioners should join this session to learn:
1) the factors that drive high-quality decision making,
2) how the Market Insights and Analytics function can influence more decisions across the business, and
3) best-practice approaches to scaling this capability across the enterprise.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:15 PM|Tuesday, 19 May, 2020 03:45 PM

Workshop: Persuasive Data Storytelling and Presentation Design

Sean Holbert, Sr Director, Advisory, Gartner

Leaders and practitioners in marketing, insights, and analytics are often challenged to design presentations that persuade stakeholders to take action. We often hear questions like, "How do I avoid overloading my audience with information?" and "How do I achieve resonance with varied stakeholder groups?" This workshop addresses these challenges and more, as attendees will walk away with frameworks to help them design:
1) Audience-centric objectives;
2) A data-driven narrative for their presentations;
3) Slides with the most effective layouts and graphics to help convey their message.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 09:00 AM|Wednesday, 20 May, 2020 10:30 AM

Workshop: Unlocking the Power of Experimentation

Joseph Enever, Sr Director Analyst, Gartner

A Gartner survey has found that marketers who prioritize test and learn, significantly outperform peers. In this session, marketing leaders will:

● Review examples of design of typical experiments in marketing channels through case studies

● Learn how to convert anecdotal evidence and personal intuition into testable marketing hypotheses through practical exercises

● Practice questions to ask their data science peers to draw consumer insights from results of experiments

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 10:00 AM|Wednesday, 20 May, 2020 10:45 AM

Ask the Expert: Master and Measure Marketing That Drives Digital Growth

Jennifer Polk, VP Analyst, Gartner

E-commerce is over 10% of marketers' budget, but much of that spend is wasted if marketers can't measure its impact on top and bottom line growth. Gartner's Hierarchy of Digital Commerce Metrics shows the link between strategic business goals and tactical execution to ensure spend and effort to drive digital growth.

In this session, you'll learn:

● Which marketing metrics to use to track your impact on digital growth

● How to connect digital growth to marketing strategy, operations and tactics

● How to use the hierarchy of metrics to communicate, evaluate and optimize results

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 11:45 AM|Wednesday, 20 May, 2020 12:15 PM

Two Tools You Must Master to Measure Marketing Impact

Jason McNellis, Sr Director Analyst, Gartner

When it comes to improving marketing effectiveness and ROI, leading marketers plan for the long term and optimize in the short term with different tools. Why is this? Why not one measurement tool to rule them all? In this session, we'll explain why two distinct classes of tools makes sense for most marketers and the key differences between each. Marketing leaders will leave this session with:

● Evidence demonstrating why mastering measurement matters

● A clear understanding of the benefits of the two-tool approach to measure marketing performance

● Examples of methods and suppliers representative of each measurement tool

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 01:30 PM|Wednesday, 20 May, 2020 02:15 PM

Ask The Expert: Leverage Data Science and Data Scientists in Marketing

Joseph Enever, Sr Director Analyst, Gartner

Increasingly, CMOs want to leverage the power of data science to make marketing more impactful and have invested heavily in tools, technology and most importantly people to that effect. The results have been mixed with some of them deriving exceptional gains from having a data science team and others, still unsure about how to realize similar gains. Bring your questions to this session to learn how to overcome these challenges and successfully bridge the gap between data science and marketing.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Ask The Expert: Advertising Testing and Measurement

Jason McNellis, Sr Director Analyst, Gartner

To get the most out of paid media spend, advertisers turn to variety of targeting and measurement techniques, data sources, and vendors. This session offers the opportunity to ask questions and share perspectives on data-enabled ad targeting and measurement. Topics may include everything from media to ad tech, performance to branding, TV to digital, agency to in-house, machine learning to data clean rooms.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 10:30 AM|Monday, 18 May, 2020 11:15 AM

Ask the Expert: Optimizing Omnichannel — Insights From Genius B2C Brands

Rebecca Edelman, Sr Principal, Advisory, Gartner

Bo Kim, Principal, Advisory, Gartner

Genius brands build online experiences that understand and anticipate the journeys their customers take today, and will take tomorrow. In this session you will learn:
- How leading B2C brands effectively manage experiences across channels
- Thinking beyond purchase, to build impact post-purchase touchpoints
- Delivering innovations to meet and anticipate emerging customer journeys

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 12:15 PM|Monday, 18 May, 2020 12:45 PM

Building Consumer Experiences That Drive Revenue Growth

Alex De Fursac Gash, Sr Director, Advisory, Gartner

According to our research, improving customer loyalty and driving repeat purchases are the top marketing objectives for B2C CMOs in 2020 — perhaps unsurprisingly given 1) a changing competitive landscape with an explosion of new market entrants and 2) consumers who state increasingly willingness — and enthusiasm — to try new products and services. To make progress against these objectives, many marketing leaders are focusing on creating "sticky", valuable customer experiences that increase brand love and engage customers to buy more from their brands.

In this session, you will learn:
Best practices in creating engaging consumer experiences
Strategies for building enduring customer relationships that drive revenue growth

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 01:50 PM|Monday, 18 May, 2020 02:10 PM

Magic Quadrant: Multichannel Marketing Hubs

Benjamin Bloom, Sr Director Analyst, Gartner

Multichannel marketing hubs (MMHs) help marketers orchestrate communication and offers to customer segments across a multichannel environment. The continuing evolution of this market brings a deepening level of customer understanding and advancing criteria demands to meet both marketer and customer needs. In this session, you'll learn:


● What are the mission-critical MMH capabilities

● Results of Gartner's 2020 Magic Quadrant for Multichannel Marketing Hubs

● Best practices for finding a MMH to meet your needs

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 02:15 PM|Monday, 18 May, 2020 03:00 PM

The Building Blocks of a World-Class Account-Based Marketing Plan

Rick LaFond, Sr Principal, Advisory, Gartner

While an increasing number B2B Marketing leaders choosing to invest in Account-Based Marketing (ABM) programs, brands frequently struggle to get those programs off the ground—often due to uncertainty as to where to start and/or because initial efforts have fallen flat. Thorough upfront planning, with input from both marketing and sales, is essential for ABM success. In this session, you will learn:

- The key components of an ABM plan that will put you in a position for both short- and long-term success
- Best practices in collaborating with sales partners to assemble and refine inputs for an ABM plan

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Monday, 18 May, 2020 02:15 PM|Monday, 18 May, 2020 03:00 PM

The Future of Digital Advertising: How to Reach the Next Generation of Consumers

Lindsey Roeschke, Director Analyst, Gartner

For most companies, future business growth and success will hinge on the next generation of consumers. This influential group has unique values, behaviors and expectations when it comes to the digital landscape (for example, values of identity and creativity are uniquely relevant compared to other age groups) , so marketers will need to adjust their digital strategy to align with their values, capture their attention and ultimately generate sales. In this session, you will learn:

- About young consumers’ unique digital behavior and path to purchase.
- How to adjust your marketing mix to align with their digital expectations.
- How to generate content that resonates.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 10:15 AM|Tuesday, 19 May, 2020 11:00 AM

Navigating New Audience Expectations: Determining When and How to Engage in Contentious Issues

Richard DeLisi, VP, Advisory, Gartner

Many organizations are hesitant to "take sides" on contentious societal issues out of a fear of negative backlash. But Gartner research finds that audience response to companies willing to take a stand is significantly more positive than negative. This session will help CMOs:

● Understand new audience expectations for societal issues engagement, as well as how audiences respond to organizations they see taking a stand on a contentious issue, and

● Learn how to analyze engagement with societal issues as a true differentiator, that can lead to great brand connection and customer engagement.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 10:15 AM|Tuesday, 19 May, 2020 11:00 AM

Ask the Expert: Elevating Marketing's Role in B2B Account Growth

Brent Adamson, Distinguished VP, Advisory, Gartner

Gartner research shows that incumbent suppliers have very little advantage over their competitors and that the advantage they do have peaks early in a decision-making process. This session will showcase how to orchestrate a compelling experience using digital and in-person channels to help customers realize immediate value from what they’ve purchased and influence consideration of additional purchases with their current supplier. In this session, you will learn how marketing can:

-Help identify the right account-level opportunities for growth
-Create and orchestrate messaging, content, and digital experiences that influence B2B buyers’ likelihood of growing their business with existing suppliers

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 02:15 PM|Tuesday, 19 May, 2020 03:00 PM

How Personalisation Efforts Can Help Customer Experience … but Also Worsen It

Carlos Guerrero, Sr Director, Advisory, Gartner

To cut through the clutter of branded messaging, most CMOs either have ambitious investment plans or are already spending on personalization. Yet, if done incorrectly, personalization attempts can alienate customers, fail to achieve desired returns, and ultimately result in a poor customer experience.
In this session you will learn:
- A framework to focus personalization efforts, resulting in a better CX
- The critical parallels and contrasts between B2C and B2B personalization
- The current landscape of personalization technology platforms

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Tuesday, 19 May, 2020 04:15 PM|Tuesday, 19 May, 2020 05:00 PM

Amazon's Impact on Digital Advertising

Rebecca Edelman, Sr Principal, Advisory, Gartner

According to Gartner's CMO Spend Survey 2019-2020, Amazon is recognized as a core marketing channel with 18% of Digital Media budget funneled to the platform. The digital enterprise's advertising growth over the next five year is expected to outstrip all other media channels and it is imperative that CMO's understand the threats and opportunities that this represents. In this session you will:

- Learn how CMOs can develop a competitive advantage in the advertising space by preparing for this growth
- Build an understanding of Amazon's ad algorithms, and
- See real-life examples of brands' who have excelled in this domain

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 09:00 AM|Wednesday, 20 May, 2020 09:45 AM

Creating a Digital First Content Strategy

Matt Moorut, Principal, Advisory, Gartner

As consumers predominantly begin their purchase journey online, the need for brands to create rich, engaging content is greater than ever, but only a few organizations have a clear and documented content strategy aligned to business goals. Too often content relies on traditional marketing practices and is created to “check the box”, instead of being positioned as a solution to consumer needs. Best-in-class digital content strategies address consumer needs, help in the decision-making process, and are tailored to the digital world. In this session you will learn:

- How to create and optimize platform-specific assets that resonate with consumers’ behaviors in the digital world
- How to measure and evaluate your content performance
- How to implement internal mechanisms to develop and deploy content efficiently

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 11:45 AM|Wednesday, 20 May, 2020 12:15 PM

How to Create a Genius Content Strategy

Nicole Greene, Sr Director Analyst, Gartner

How do you attract consumer engagement in the face of shorter attention span, more distractions and lower trust in brands? Innovate your content marketing strategy to focus on delivering value for consumers, ensure an engaging narrative and achieve business results at scale. In this session, you’ll learn how Genius brands tackle these challenges and how you can:

● Become a trusted content resource

● Build empathy and show consumers that your brand gets them

● Expand your audience funnel and drive conversion

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 01:30 PM|Wednesday, 20 May, 2020 02:15 PM

Capitalising on the Power of Social Media and Influencers

Danielle Bailey, Managing Vice President, Gartner

As consumers’ social media habits evolve to include new platforms and content formats, brands must adapt in order to keep up. The presentation examines social media landscape shifts and how brands can leverage the power of their social media followers and the influencer economy to boost brand awareness and engagement. In this session, you will learn:

- How the social marketing landscape has evolved from content to commerce and the new platform opportunities that exist for brands.
- Influencer marketing tactics that have proven successful for maximizing engagement on Instagram brand mentions.
- Data-driven best-in-class practices for packaging social content, especially for Gen Z consumers.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Designing Customer Experiences That Drive Advocacy and Spending Habits

Sean Holbert, Sr Director, Advisory, Gartner

Customers that are exposed to brand advocacy are more likely to buy more and spend more in both B2B and B2C worlds. CX and Marketing leaders have an opportunity to harness this value by using CX principles to design the very experiences that generate customer advocacy and positive returns.

In this session CX and marketing leaders will learn

● How CX generates positive advocacy and drives value,

● What forms of advocacy are most effective, and

● How to design experiences that increase - and activate - customer advocates.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.

Wednesday, 20 May, 2020 02:30 PM|Wednesday, 20 May, 2020 03:15 PM

Ask The Expert: Advertising Testing and Measurement

Jason McNellis, Sr Director Analyst, Gartner

To get the most out of paid media spend, advertisers turn to variety of targeting and measurement techniques, data sources, and vendors. This session offers the opportunity to ask questions and share perspectives on data-enabled ad targeting and measurement. Topics may include everything from media to ad tech, performance to branding, TV to digital, agency to in-house, machine learning to data clean rooms.

Please Note: based on availability and eligibility you may sign-up for this session via Conference Navigator after you register for this conference.
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