2021 track highlights

Our Gartner experts, who are at the top of their fields, helped attendees address their most critical challenges. These key topics kickstarted conversations around priorities and initiatives so that attendees could tackle what was most important to them. Stay tuned for the 2022 agenda, coming soon. 

Track A: Redefine Marketing’s Role as Business Builder

This track explored leading digital transformation, formalizing operational agility and driving innovation.

Track B: Power Transformation With Insight, Data and Analytics

This track explored building a strong foundation in data management and adopting next-generation skill to measure impact.

Track C: Deliver on the Promise of Customer Experience

This track explored how to prepare to make CX investments that enhance your organization and meet your customers where they are.

Track D: Adapt Multichannel Strategy to Evolving Expectations

This track explored orchestrating and executing a connected multichannel strategy by overcoming key challenges, from strategy creation to techy selection to campaign execution. 

Track E: Grow Revenue Through a Connected Commercial Strategy

This track explored adapting to new buyer expectations and an evolving competitive landscape to take advantage of new opportunities. 

Track F: Realize the Value of Your Technology Ecosystem

This track explored benchmarking and advancing your martech ecosystem with the right technologies, data, team and governance to drive digital transformation. 

Track G: Activate Your Brand Purpose and Narrative for Growth

This track explored activating your company's brand purpose and corporate narrative to drive growth.

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A look back at 2021's agenda

Marketing leaders must lead digital transformation, formalize operational agility, clarify strategy, drive innovation and prove the value of marketing to the business. Learn how to harness marketing’s expanded role and accelerate marketing’s contribution to growth.

Tuesday, August 31, 2021 / 11:00 AM - 11:30 AM EDT

Opening Keynote: The Ecology of Vital Connections — New Pathways for Resilience and Growth

Carlos Guerrero, Sr Director, Advisory, Gartner

Dorian Cundick, VP, Advisory, Gartner

Mike McGuire, VP Analyst, Gartner

Marketing and marketing’s leadership role in the business is at a crossroads. Smaller budgets, new restrictions on data, and a general climate of distrust in communication threaten to permanently erode marketing’s role in the enterprise. It’s not just marketing at risk-- entire businesses are at risk if their connections fray. Reversing this trend depends on establishing new, vital connections with teams and partners and ultimately with customers. To deliver the promise of organizational resilience and growth will require new ecosystems of connections. Gartner will make the case for why and how marketers are becoming chief connection officers in a world that depends more than ever on active communication with clear purpose.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

Ask the Expert: Level Up CMO Influence in Digital Business

Carlos Guerrero, Sr Director, Advisory, Gartner

Janine Kanters, Sr Principal, Research, Gartner

In 2020, most companies accelerated their digital business initiatives, and two-thirds of CMOs reported they were more involved than ever before. However, a seat at the table does not necessarily translate to strategic influence. Bring your questions about: 1) Harnessing voice of the customer for digital experience innovation; 2) Making more data-driven decisions and proving the value of marketing to the business; and 3) Working differently across teams and functions to break down silos.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

Signature Series: Delivering Growth Amid Budget Constraint — Key Insights From Gartner’s 2021 CMO Spend Survey

Ewan McIntyre, VP Analyst, Gartner

Gartner’s CMO Spend Survey has provided essential insights and data supporting strategic marketing planning since 2012. In this session you’ll learn: 1) The state of marketing budgets after a period significant turmoil; 2) How CMOs are prioritizing marketing’s channels and investments in 2021 and 2022; 3) The capabilities and programs that CMOs see as supporting their future growth ambitions.

Tuesday, August 31, 2021 / 11:45 AM - 12:30 PM EDT

Roundtable: Our Love/Hate Agency Relationships

Jay Wilson, VP Analyst, Gartner

I hate my agency! I love my agency! Even in a long-term relationship, our emotions toward our most trusted partners can swing wildly from week to week, from campaign to campaign. Join this session to discuss with your peers: 1) How your peers are getting more value out of their agency relationships; 2) How to manage agency conflict successfully; 3) How to get your roster agencies working together toward your common goals.

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

Building a Team Culture of Resilience Through Change

Iliyana Hadjistoyanova, Director, Advisory, Gartner

Marketing teams are facing high levels of change in an increasingly ambiguous and matrixed environment. Delivering high performance requires CMOs to build and sustain a culture of resiliency. Attendees will learn: 1) The penalty of frequent change on team performance; 2) The different types of change and what employees need to bounce back; 3) Best practices for increasing resiliency and performance through ongoing change.

Tuesday, August 31, 2021 / 01:15 PM - 02:00 PM EDT

Roundtable: Successful Career Pathing for Marketers

Michael McCune, Sr Director, Advisory, Gartner

Aparajita Mazumdar, Principal, Research, Gartner

With flatter and ever more matrixed organizations, marketing talent perceives career progression as easier to accomplish via changing companies versus navigating within their current organization. How can marketing fight against this attrition driver and stem the loss of institutional knowledge and time spent hiring and training replacements? Join this session to explore and discuss your efforts with your peers.

Tuesday, August 31, 2021 / 01:15 PM - 02:00 PM EDT

Roundtable: Address Diversity and Inclusion in Marketing

Anna Maria Virzi, Principal Analyst, Gartner

Jay Wilson, VP Analyst, Gartner

Diversity, equity, and inclusion (DEI) is clearly a business imperative, yet prominent industry associations and consumers have challenged marketers for not making enough progress. Join your peers for an interactive discussion about immediate as well as long-term systematic changes to improve DEI on the marketing team and in the selection of agencies and vendors.

Tuesday, August 31, 2021 / 02:45 PM - 03:15 PM EDT

CMO Story: The Unified Commercial Engine – Dismantling Sales and Marketing to Drive Growth

Brent Adamson, Distinguished VP, Advisory, Gartner

SMART Technologies has done the unthinkable: they've completely dismantled sales, marketing, service and customer success and reconfigured their commercial organization around the customer journey. The result is a go-to-market model far more aligned to customer buying behavior and far more effective at internal coordination. Join Jeff Lowe and Jenna Pipchuk of SMART to hear their story.

Tuesday, August 31, 2021 / 02:45 PM - 03:30 PM EDT

Workshop: Navigating Marketing Teams Through Change

Emmett Fitzpatrick, Sr Principal, Advisory, Gartner

In the context of the uncertain environment, there are more changes facing marketing teams than ever before. CMOs can bring an upcoming change to this session to discuss how to apply Gartner change communication frameworks and best practices to their next department change initiative.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

Leveling Up From Digital Marketing to Digital Business Building

Carlos Guerrero, Sr Director, Advisory, Gartner

While marketing leaders are increasingly drawn into digital business decisions, many are uncertain how to best build strategic influence. Join this session to see how leading marketing functions increased their influence and help drive digital business at scale by sourcing differentiated customer insight, enhancing support for stakeholders’ strategic decisions, and aligning cross-functional capabilities to increase commercial coordination.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

Beyond the Specialist Silo – Moving Digital Marketing to the Center of the Enterprise

Noah Elkin, VP Analyst, Gartner

Digital marketing leadership is now synonymous with marketing leadership: 85% of digital marketing leaders hold the title of vice president or higher. Digital marketing leaders have a broad remit to set digital marketing strategy and establish KPIs that align digital marketing objectives to business goals. In this session, you'll learn: 1) The current strategic objectives and responsibilities of the digital marketing leader; 2) The key execution challenges that digital marketing leaders face in 2021 from existing and as-yet unknown disruptive changes; 3) How the changing scope, responsibilities and interdependencies of digital marketing leaders support their organization’s ability to acquire and retain customers.

Wednesday, September 01, 2021 / 11:45 AM - 12:30 PM EDT

Workshop: Improvise — How to Use Improvisation and Creativity to Turn Chaos Into Opportunities for Success

Brianna Lux, Director, Advisory, Gartner

Chris Ulrich, Expert & Actor, CU IN THE MOMENT

Like life itself, work does not follow a ready-made script. You have to think and adapt as you go. In one word: improvise. In this fun and engaging interactive workshop, participants will learn tested improvisation techniques, engage in dynamic and structured improv exercises , and experience the thrill of breaking through self-imposed limitations.

Wednesday, September 01, 2021 / 11:45 AM - 12:30 PM EDT

Everybody’s Pandemic is Different, Everybody’s Recovery Will Be Too

Mary Mesaglio, Managing Vice President, Gartner

Like many executive leaders, CMOs are being asked to be not just marketing experts, but also armchair clinical psychologists, social justice experts and climate scientists. Being a leader has rarely been tougher and requires CMOs to morph into Chief Connections Officers, serving as a hub for many of the most pressing issues up and down the organizational hierarchy. All of this is in the context of the pandemic – which is different country to country, state to state, city to city and house to house. This session focuses on how CMOs can overcome the ennui, keep their people motivated and safe, and do it in the face of relentless challenges.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

CMO Story: Using Digital Investments to Drive Growth at EDC

Carlos Guerrero, Sr Director, Advisory, Gartner

As the Vice president, Digital Strategy, IT Delivery & Transformation at EDC, Marc-Andre Roy faced ambitious growth goals and a mandate to lead his organization’s digital transformation. Marc-Andre focused his team on identifying ways to better reach key growth segments with new digital capabilities. In this session, Marc-Andre will share EDC’s disciplined approach to prioritizing digital investments and designing the comprehensive, digital-first value proposition responsible for tripling their market penetration.

Wednesday, September 01, 2021 / 01:15 PM - 02:00 PM EDT

Roundtable: How Are You Creating a Robust Marketing Operations Function?

Sally Witzky, Sr Director, Analyst, Gartner

Aparajita Mazumdar, Principal, Research, Gartner

Based on our latest marketing operations survey, 49% of marketing functions have a marketing operations (MOPS) leader. Are you turning a MOPS leader into a strategic function that is more akin to the COO for the CMO? Are you striving for efficiency or effectiveness - or both? What operational martech do you have in place? Join us for an interactive facilitated discussion where you can learn from your peers.

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Ask the Expert: Agile Strategic Marketing Planning

Ewan McIntyre, VP Analyst, Gartner

Unprecedented change challenges traditional approaches to strategy. Using agile principles, marketing leaders can reduce strategic uncertainty, ensuring plans adapt to market realities. In this session, you can ask questions to Gartner experts about the benefits of strategic planning and optimization; practices and tools that support adaptive strategic planning; and how to shift from calendared to agile business planning.

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Love Your Agency From the First Hello: How to Get the Most Out of Agency Relationships

Jay Wilson, VP Analyst, Gartner

Marketing leaders spend nearly a quarter of their budgets on agencies, making those partnerships critical to delivering against business goals. In this session, you'll learn: 1) How to conduct a successful agency search; 2) How to effectively manager your agency roster; 3) How to cost optimize your agency spend.

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Ask the Expert: Best Practices for Working With IT on Your Marketing Initiatives

Don Scheibenreif, Distinguished VP Analyst, Gartner

Michael Chiu, VP Analyst, Gartner

With technology permeating almost every aspect of Marketing, the relationship between IT and Marketing is becoming increasingly critical to success – and it is one of the least developed relationships in a company. In this Ask the Expert session, we will answer your questions and provide coaching on how to develop a mutually beneficial partnership with IT.

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Ask the Expert: Using Partner Relationship Management Apps for Managing Partner Marketing

Ilona Hansen, VP Analyst, Gartner

Mark Paine, Sr Director Analyst, Gartner

Many companies have implemented a channel sales approach as an effective source of revenue growth. This session will cover your questions on partner relationship management (PRM) applications as a sustainable source of competitive differentiation in the indirect sales channel for marketers. Bring your questions to ask an analyst about the trends in indirect sales technologies, and how marketing can influence the indirect sales channels to grow revenue.

Wednesday, September 01, 2021 / 02:45 PM - 04:30 PM EDT

Research Discussion: Redefining Marketing's Role in Digital Experience

Carlos Guerrero, Sr Director, Advisory, Gartner

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Digital acceleration means a new mandate for CMOs. Join this interactive research discussion with your peers, on how marketing can shape digital experience strategy. Note: this session will draw on data and insights from other breakout sessions, but provides a unique opportunity for peer discussion on questions like:
- What does a balanced digital portfolio look like?
- How can marketing better harness insights and capabilities for enterprise digital innovation?

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Build Marketing Strategies With Measurement and Value at Their Core

Ewan McIntyre, VP Analyst, Gartner

Successful strategies have measurement baked-in. Yet measurement is often a strategic afterthought, limiting evaluation and optimization. Build marketing plans that consider measurement at every step. In this session we’ll discuss: 1) The marketing measurement gap; 2) How ineffective measurement impacts plans; 3) How Gartner’s framework can instill measurement at each stage of the planning process.

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

CMO Story: The Unified Commercial Engine – Dismantling Sales and Marketing to Drive Growth

Brent Adamson, Distinguished VP, Advisory, Gartner

SMART Technologies has done the unthinkable: they've completely dismantled sales, marketing, service and customer success and reconfigured their commercial organization around the customer journey. The result is a go-to-market model far more aligned to customer buying behavior and far more effective at internal coordination. Join Jeff Lowe and Jenna Pipchuk of SMART to hear their story.

Wednesday, September 01, 2021 / 04:15 PM - 05:00 PM EDT

Workshop: Navigating Marketing Teams Through Change

Emmett Fitzpatrick, Sr Principal, Advisory, Gartner

In the context of the uncertain environment, there are more changes facing marketing teams than ever before. CMOs can bring an upcoming change to this session to discuss how to apply Gartner change communication frameworks and best practices to their next department change initiative.

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Designing the Always-On Marketing Machine

Michael McCune, Sr Director, Advisory, Gartner

Marketing aims to impact customer lifetime value with a continuous next best action strategy, but it has yet to adjust its organizational design principles. In this session you will learn: 1) The practical constraints of a high-fixed cost marketing machine; 2) How to pressure test your assumptions about optimal roles and structures; 3) How to design your organization for future efficiency and efficacy.

Thursday, September 02, 2021 / 11:45 AM - 12:30 PM EDT

Workshop: Everything I Know About Meeting Politics I Learned From a 17th Century Japanese Sword Master

Leigh McMullen, Distinguished VP Analyst, Gartner

In this session, you will learn to recognize and counter more than a dozen forms of resistance that commonly occur in meetings, as well as techniques to handle more advanced political situations such as malevolent actors, as well as the essential tools of persuasion. All of this wrapped in a fun and entertaining exploration of the wisdom of one of Japan's greatest swordsmen.

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

Process, Projects and Priorities – How the Best Marketing Leaders Conquer Agile Work Management

Sally Witzky, Sr Director, Analyst, Gartner

Too much work, too little time, too few resources. The wild west of chaos. Or that's the way it often seems. Marketers are so busy getting today's work out the door that they can't prioritize the right work that will move the business forward. Session attendees will leave with a sigh of relief and pragmatic advice on how to: 1) Get started with agile work management; 2) Manage the transition from legacy processes; and 3) Tame the operational chaos that results from an in-demand marketing organization.

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

The Future of Events: Mastering the Pivot

Nicole Greene, Sr Director Analyst, Gartner

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Marketing events have evolved to become an integral part of a multi-channel strategy. To deliver dynamic experiences, marketers must involve cross-functional teams of events, sales, product, IT and more. In this session you’ll learn:
• How leading organizations have developed playbooks to scale regional event efforts
• How to fight virtual fatigue and shifting protocols to create compelling events

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

Marketing’s Innovation Mandate — Press Reset on Marketing’s Innovation Programs

Ewan McIntyre, VP Analyst, Gartner

Innovation is a strategic imperative for marketing, but is often misunderstood and misrepresented. Unclear definition, amorphous scope and poor process challenge success. Reset to revitalize marketing’s innovation programs. In this session you’ll learn 1) The state of marketing innovation in 2021; 2) How to define marketing’s innovation scope and mandate; 3) How to balance innovation risk and return.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

Leveling Up From Digital Marketing to Digital Business Building

Carlos Guerrero, Sr Director, Advisory, Gartner

While marketing leaders are increasingly drawn into digital business decisions, many are uncertain how to best build strategic influence. Join this session to see how leading marketing functions increased their influence and help drive digital business at scale by sourcing differentiated customer insight, enhancing support for stakeholders’ strategic decisions, and aligning cross-functional capabilities to increase commercial coordination.

Discover whether to pursue a unified view of the customer and use the right methods to measure marketing impact. Learn how to build a strong foundation in data management and adopt next-generation skills, all while increasing the sophistication of your function and measuring its impact.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

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

Kate Muhl, VP Analyst, Gartner

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 and why cultural insights matter, even for marketing organizations with mature customer data practices.

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

Embrace Imprecision: Make Perfectly Good Decisions With Imperfect Marketing Data

Lizzy Foo Kune, VP Analyst, Gartner

Marketing analytics isn't a precise science - and that's okay. Much has been made about how regulation and the lack of third-party cookies impacts ad targeting, but less for how it impacts measurement. This session fills that gap.

You'll learn how to:
1) Identify how industry changes impact marketing measurement
2) Learn what marketing measurement activities you can continue to do as normal
3) Use your domain knowledge to inform decision-making

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

Ask the Expert: Manage Marketing Analytics More Effectively

Jason McNellis, Sr Director Analyst, Gartner

Lizzy Foo Kune, VP Analyst, Gartner

54% of senior marketing leaders are underwhelmed by their investments in marketing analytics. How is marketing analytics viewed in your organization? Does it consistently deliver reliable, useful and non-obvious insights? If you think there is room for improvement, come ask the expert questions about managing, operating, staffing, recruiting, and upskilling your marketing analytics team.

Tuesday, August 31, 2021 / 02:45 PM - 03:15 PM EDT

How Data and Analytics Explained the Pandemic and Lessons for Marketers Making Sense of a New World

Anna Maria Virzi, Principal Analyst, Gartner

The pandemic exposed cracks in the use and analysis of public health data, providing lessons for marketers who struggle with communicating insights. In this session, you'll learn:
-What common data and analytics issues surfaced during the pandemic?
-How were data visualizations used to communicate trends?
-How can marketing leaders ensure they effectively use and share data for decision making?

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

All AI Is Not the Same: What Marketing Leaders Should Know About Deep Learning

Jason McNellis, Sr Director Analyst, Gartner

Deep learning has grown in popularity faster than any other machine learning method in the last fifty years. Yet most marketers don't have 'implement deep learning' on their roadmaps. Learn how brands can differentiate through advanced analytics or machine generated content. Join this session to:
1) Separate deep learning hype from practical use cases
2) Identify potential deep learning benefits for your brand
3) Outline the steps to safely implement deep learning

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

Can Machines Learn Persuasion? Evidence and Implications of Influence Engineering

Andrew Frank, Distinguished VP Analyst, Gartner

Machine learning of behavioral influence techniques is a lively and controversial area of research. We'll share: results from recent academic and commercial experiments; our assessment of realistic expectations of the potential and limitations of AI; implications for data collection and marketing automation practices. We'll present both academic and real-world evidence to support our perspective.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Lost in Your Marketing Data? Build a Map.

Rachel Smith, Assoc Principal Analyst, Gartner

Over half of marketing leaders say analytics hasn't had the impact they anticipated-- and data management is a top obstacle in their way. Enter the data map! Marketers use them to plot out the vast amount of disparate data sources at their disposal, unifying cross-functional data across their enterprise. In this session, you'll learn how to build:
- Basic data maps: Increase marketer knowledge of available data sources and how to access them
- Advanced data maps: Integrate data through collaboration with IT
- Martech data flow maps: Visualize the martech stack around the movement of data

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

How Marketing Analytics Drives Value in Your Organization

Joseph Enever, Sr Director Analyst, Gartner

46% of marketing decisions are not influenced by data. Sound familiar? Move beyond performance metrics - Discover how to influence decision making, create deeper insights, and increase impact during times of transformation.

You'll learn:
1) How to drive influence on marketing decisions through analytics
2) How to improve the depth of insights delivered
3) What fuels the impact of marketing analytics as a function

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

How to Use Customer Insights to Design Differentiated Digital Experiences

Alex De Fursac Gash, Sr Director Analyst, Gartner

In a crowded digital marketing landscape, companies must offer experiences that are truly differentiated to influence buying behavior. The key to impactful differentiation lies in generating unique customer insights that drive targeted solutions. In this session you will learn:
• How to ask questions to surface unique insight
• How to validate solutions for differentiation
• How to pressure test solutions for impact

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

How Data and Analytics Explained the Pandemic and Lessons for Marketers Making Sense of a New World

Anna Maria Virzi, Principal Analyst, Gartner

The pandemic exposed cracks in the use and analysis of public health data, providing lessons for marketers who struggle with communicating insights. In this session, you'll learn:
-What common data and analytics issues surfaced during the pandemic?
-How were data visualizations used to communicate trends?
-How can marketing leaders ensure they effectively use and share data for decision making?

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Build a Marketing Measurement Framework That Lasts

Lizzy Foo Kune, VP Analyst, Gartner

Wondering what marketing metrics you should use to measure success? You're not alone. As marketing data and analytics evolves at a breakneck pace, the basic question of what metrics matter persists as a hot topic of conversation. This session presents a foundation for creating a marketing measurement framework.

You'll learn how to:
• Map metrics, key stakeholders, and data sources
• Interview colleagues about data and metrics
• Create and apply your measurement framework

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Ask The Expert: Consumer Sentiment at Pandemic's End

Kate Muhl, VP Analyst, Gartner

The pandemic radically altered consumers' way of life, but will the end of the pandemic — if there is a discernible end — do the same? In this session, powered by fresh consumer data, Gartner experts will answer your questions about how consumers are reacting to this final phase of the pandemic, which pandemic behaviors and attitudes are set to endure, and how to incorporate those insights into strategic planning for 2022 and beyond.

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

Data Interpreters: The Key to Marketing Organizational Impact

Kyle Rees, Sr Director Analyst, Gartner

Changes in business operating models have led to the emergence of new data-focused role: the data interpreter. As marketing organizations and operations evolve, these individuals will be crucial to illustrating the value of marketing data across business. In this session you will learn:

- What separates data-interpreters and other data-focused roles.
- Which data skills your team needs to prioritize now.
- How to use the data interpreter’s knowledge base to fill gaps across the marketing organization.

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

Ask The Expert: Marketing Metrics 101

Joseph Enever, Sr Director Analyst, Gartner

Getting started with marketing metrics? Are your metrics perceived as ineffective? Use this session to ask the expert questions about the metrics that matter, and best practices in planning a strong foundation of measurement.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

All AI Is Not the Same: What Marketing Leaders Should Know About Deep Learning

Deep learning has grown in popularity faster than any other machine learning method in the last fifty years. Yet most marketers don't have 'implement deep learning' on their roadmaps. Learn how brands can differentiate through advanced analytics or machine generated content. Join this session to:
1) Separate deep learning hype from practical use cases
2) Identify potential deep learning benefits for your brand
3) Outline the steps to safely implement deep learning

Marketing leaders need actionable views of their customers, insight on how to optimize the customer journey and the right data to measure success. Learn how to prepare to make the CX investments that enhance your organization and meet your customers where they are.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

Ask the Expert: How to Create Insightful, Actionable Personas

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Cassandra Nordlund, Director, Advisory, Gartner

Personas are powerful tools that inform CX strategy and design, provide customer insight, and ensure everyone understands who they are building or supporting the experience for. In this session, bring your questions to ask the expert about the key components needed to create personas that provide needed insight that then drives action.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

Customer Experience 101: Does Your CX Program Have What It Needs to Succeed?

Augie Ray, VP Analyst, Gartner

Too many CX programs struggle because they lack important elements for success. Utilizing Gartner's Maturity Model for Customer Experience, we'll review what is required to create a strong, sustainable CX program that fosters customer-centric culture and delivers business results. In this session you'll learn:
- The 9 components of CX maturity
- Typical roadblocks to CX success
- How to measure ROI without taking the focus from your customer

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

Why Digital Experiences Don't Pay Off, and How to Avoid That Fate

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Despite a flurry of digital investment, most brands’ digital experiences don’t shift customer behavior – meaning most marketing investments aren’t having an impact. Join this session and learn:
- How customers perceive digital experiences
- How leading brands use digitally-enabled “good friction” to shape the customer journey
- How to identify opportunities for digital intervention

Tuesday, August 31, 2021 / 02:45 PM - 03:15 PM EDT

Customer-Centricity Begins at Your Home(page) — Three Essential Tools to Guide Customer-Centric Website Content

Laurel Erickson, Sr Director Analyst, Gartner

Is your website content customer centric? How can you even tell? This session will address how to get started with a website redesign that shifts focus from company/products to customers and their needs. You'll learn: 1) how to develop website content for a variety of different users, 2) how to determine if content is "good," and 3) how to get started with current site content.

Tuesday, August 31, 2021 / 02:45 PM - 03:30 PM EDT

Roundtable: Shifts in Customer Listening Strategies

Leah Leachman, Sr Principal Analyst, Gartner

For many brands, the current COVID-19 crisis illuminated gaps in customer understanding, leading to the rediscovery of existing listening capabilities. Join this roundtable to discuss with your peers your strategies and stories for how you listened differently, looking for patterns and trends in VoC insight, to drive customer loyalty.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: Strategies to Encourage and Support a Customer-Centric Culture

Augie Ray, VP Analyst, Gartner

Michael Giblin, Sr Principal, Research, Gartner

In this session, we'll explore the topic of customer-centric culture. Many organizations strive to shift their culture to be more customer-centric, but few succeed. Depending on the questions you bring, we will cover: 1) How to uncover organization barriers to customer-centricity; 2) The role of leaders in reshaping culture; 3) The value of making employee training a bidirectional flow of information and insight.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

Five Ways to Stay Focused on Customers in Uncertain Times

Michael Chiu, VP Analyst, Gartner

This session will answer how you can refocus attention on your customers in uncertain times. The answer is to identify areas of high employee effort, utilize the 3-2-1 method, share voice-of-the-customer feedback with IT, “walk a mile” in your customer’s shoes and utilize culture hacks. This is evidenced by how other organizations have used these methods. The implication for CX leaders is a renewed focus on customers, and my recommendations are to adopt these methods within your organization. In this session you’ll learn about the five ways described above.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

CMO Story: How Vanguard Built Their Nonlinear Journey Map

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Modern marketers realize customer journeys are nonlinear, often involving recursive task looping and journeys-within-journeys. But how do you map a non-linear journey? And how do you use it? Learn how the team at Vanguard, lead by Michael Roberts, created a non-linear journey map, and what they discovered when they did.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Value Enhancement Score: Leverage the Metric of the Future to Drive Growth

Cassandra Nordlund, Director, Advisory, Gartner

The key to high-quality customer insights is asking the right questions. Gartner developed a two-question metric — the Value Enhancement Score (VES) — that enables organizations to predict future customer loyalty behaviors following customer interactions with significantly higher accuracy, compared to other common metrics. In this session you will learn:
• What is value enhancement
• How to implement VES in surveys
• How to improve customer interactions are more conducive for increasing customer loyalty

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Driving Behavioral Change to Achieve a Customer-Centric Culture

Alexandra Earl, Sr Director, Advisory, Gartner

How do you get employees to behave in a way that truly achieves customer centricity? Too often, companies make promises that clients come first and yet no one has told employees what this means for them! You'll learn: What drives employee behavior; ways to identify potential behavioral barriers; how to overcome barriers with appropriate tactics; and approaches to driving up desired behavioral change.

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Success in the "New Normal" Requires CX and UX Working Together

Chad Storlie, Sr Director Analyst, Gartner

The world has faced great disruption and change. The brands that emerge successfully into our "new normal" are those that will have realized the need for their Customer and User Experiences to be aligned and working together to drive differentiation, relevance and performance. In this session you will learn What CX and UX are and Why they need to work together.

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

Customer-Centricity Begins at Your Home(page) — Three Essential Tools to Guide Customer-Centric Website Content

Laurel Erickson, Sr Director Analyst, Gartner

Is your website content customer centric? How can you even tell? This session will address how to get started with a website redesign that shifts focus from company/products to customers and their needs. You'll learn: 1) how to develop website content for a variety of different users, 2) how to determine if content is "good," and 3) how to get started with current site content.

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

Ask the Expert: Strategies to Encourage and Support a Customer-Centric Culture

Michael Giblin, Sr Principal, Research, Gartner

Augie Ray, VP Analyst, Gartner

In this session, we'll explore the topic of customer-centric culture. Many organizations strive to shift their culture to be more customer-centric, but few succeed. Depending on the questions you bring, we will cover: 1) How to uncover organization barriers to customer-centricity; 2) The role of leaders in reshaping culture; 3) The value of making employee training a bidirectional flow of information and insight.

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Ask the Expert: Using CX Governance to Drive Customer-Centric Decision Making

Cassandra Nordlund, Director, Advisory, Gartner

Michael Chiu, VP Analyst, Gartner

Executing a customer-experience-based strategy requires the development of a robust CX capability. Join this session to ask Gartner experts questions about the key roles and competencies of a high performing CX team as well as the design of clear-cut CX governance for complex, cross-functional work.

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Find Your Brand's Moat by Understanding Your Loyal Customers

Leah Leachman, Sr Principal Analyst, Gartner

Companies often assign too much value to understanding the competition in the pursuit for competitive differentiation. Instead, brands should use the factors that drive the loyalty of their most loyal customers as the basis of their competitive strategy. In this session, you will learn a calculated method for determining your brand’s competitive advantage, your “CX moat” from the outside-in.

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

Ask the Expert: How to Use User Research and Testing to Optimize Your Website

Laurel Erickson, Sr Director Analyst, Gartner

Leah Leachman, Sr Principal Analyst, Gartner

Website redesigns are resource-intensive projects focused on improving a site’s experience and marketing power. Yet, marketing leaders undermine or dilute their sites by omitting essential processes. In this session, we will answer your questions about how user research and testing can uncover and validate changes needed to make your site a success.

Thursday, September 02, 2021 / 02:45 PM - 03:30 PM EDT

Roundtable: Quick Wins to Accelerate Customer Experience

Michael Chiu, VP Analyst, Gartner

Whether you’ve started a new job and are trying to generate achievements in your first 100 days, or you’re a leader who wants to invigorate a customer experience program that’s stuck, sometimes a few quick wins are what’s needed. The best quick wins are those which need minimal organizational resources but achieve maximum impact. Participants will share and discuss the customer experience quick wins that worked in their organizations.

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: How to Make Your Customer Experience Journey Maps Actionable

Leah Leachman, Sr Principal Analyst, Gartner

Cassandra Nordlund, Director, Advisory, Gartner

If done right, customer experience journey maps can be very useful tool to discover new insights about specific groups of your customers. Many marketing leaders struggle with producing useful maps. Join us for a discussion on the fundamentals of Customer Experience Journey Mapping. Bring your questions on how to get started, what to do with the journey maps you have, and how to drive from insight to action on what you learn from your maps.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

Five Ways to Stay Focused on Customers in Uncertain Times

Michael Chiu, VP Analyst, Gartner

This session will answer how you can refocus attention on your customers in uncertain times. The answer is to identify areas of high employee effort, utilize the 3-2-1 method, share voice-of-the-customer feedback with IT, “walk a mile” in your customer’s shoes and utilize culture hacks. This is evidenced by how other organizations have used these methods. The implication for CX leaders is a renewed focus on customers, and my recommendations are to adopt these methods within your organization. In this session you’ll learn about the five ways described above.

Thursday, September 02, 2021 / 04:15 PM - 05:00 PM EDT

Roundtable: Shifts in Customer Listening Strategies

Leah Leachman, Sr Principal Analyst, Gartner

For many brands, the current COVID-19 crisis illuminated gaps in customer understanding, leading to the rediscovery of existing listening capabilities. Join this roundtable to discuss with your peers your strategies and stories for how you listened differently, looking for patterns and trends in VoC insight, to drive customer loyalty.

To achieve growth, marketing leaders must now redefine their plans for a new normal. Learn how to orchestrate and execute a connected multichannel strategy by overcoming key challenges, from strategy creation to tech selection to campaign execution.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

Rebalancing Channels for a Best-in-Class Digital Marketing Strategy

Matt Moorut, Sr Principal Analyst, Gartner

Having already altered plans to match volatile circumstances after the pandemic, marketers now need to find the right balance for their digital channel mix to ensure they are successful in meeting their goals for 2021 and beyond. In this session, you will learn:
• Which channels marketers are shifting budget to
• How to build a marketing mix that delivers success beyond your peers

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

What Marketers Need to Know About Big Tech and AI Ethics

Andrew Frank, Distinguished VP Analyst, Gartner

Marketers are more reliant than ever on the AI algorithms of walled gardens to get their messages in front of the right people. This session will look at: * what we know about how these black boxes really work; * how they're likely to evolve; * what effects might they be having on the commitments and perception of our brands. We'll suggest what brands can do to avoid the pitfalls of polarization, biased targeting and misinformation. We'll present evidence from major platforms and their critics.

Tuesday, August 31, 2021 / 02:45 PM - 03:15 PM EDT

Demystifying Personalization

Alex De Fursac Gash, Sr Director Analyst, Gartner

This session will answer how marketers can design and implement effective personalization strategies that deliver growth. This session will demystify what makes for effective, scalable personalization. You'll learn: 1) which myths (if any) hold true; 2) what next steps to take to make the most of your personalization efforts.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

3 Keys to Building Content for Younger Consumers

Gen Z and Younger Millennials are highly engaged with content, but their needs and desires are differentiated from older consumers, and many times from each other. This session will provide a framework for marketing leaders tasked with creating content to guide their content strategy, specifically, how to utilize consumer values to develop highly resonant content and deliver on what younger consumers expect.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

How to Build a Successful Direct to Consumer Business

Chelsea Gross, Director Analyst, Gartner

This session will answer how to optimize direct to consumer. This is evidenced by Gartner frameworks and the practices of Genius brands across the Digital IQs of B2C verticals (based on updated 2021 results). In this session you’ll learn: 1) how to approach direct to consumer as a unique, differentiated channel 2) what to learn from Genius brands 3) roadmap to help internal teams pivot long term.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

Ask the Expert: Post-Cookie Identity Management

Eric Schmitt, Sr Director Analyst, Gartner

Questions continue to pour in about the future of targeting, measurement and personalization after third-party cookies are gone. In this session, we’ll answer your questions about the regulatory, technical and UX aspects of these critical changes with a focus on browser changes, walled garden approaches, emerging open standards, and customer-centric best practices. All levels welcome.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Ask the Expert: Website Content Strategy 101

Laurel Erickson, Sr Director Analyst, Gartner

Nicole Greene, Sr Director Analyst, Gartner

Developing website content requires balancing multiple demands from multiple users and stakeholders. A clear website strategy can set direction, maintain focus and identify success for the ongoing development of website content, but where do you begin? This Ask the Expert session will address questions on developing and operationalizing an effective website content strategy.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

How Advertisers Need to Adapt to a Cookie-Free and Consent-Centric World

Eric Schmitt, Sr Director Analyst, Gartner

Andrew Frank, Distinguished VP Analyst, Gartner

Third party cookie data fueled two decades of digital media growth with a focus on precise targeting, performance advertising, attribution and personalized experiences. Now, marketing and advertising leaders must chart new and more diversified media and campaign strategies. Attendees will learn:
• To assess the impacts of cookie data gaps on ad targeting and measurement and
• Options and principles of post-cookie campaign strategies to maximize ad effectiveness

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Establish a Framework for Success in Paid Search by Answering These Three Questions

Noam Dorros, Director Analyst, Gartner

Brands must engage in heavy lifting upfront to create a framework for success in paid search, focusing on three key aspects of campaign planning: target audience, key performance indicators and budget. In the session you’ll learn how to identify a target audience, how to determine appropriate KPIs based on overarching goals and methods for calculating appropriate budgets for success.

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Emerging Channels and Trends Disrupting the Social Media Landscape

Bo Kim, Sr Principal Analyst, Gartner

This session will answer what marketing leaders should know know about emerging platforms. The implication for marketing leaders is that they need stay ahead of social media landscape shifts in order to employ an effective strategy. In this session you’ll learn 1) what are the top trends shaking up the social media landscape 2) what are the key platforms, audience nuances and best ways to engage 3) what are important considerations to avoid missteps.

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

Demystifying Personalization

Alex De Fursac Gash, Sr Director Analyst, Gartner

This session will answer how marketers can design and implement effective personalization strategies that deliver growth. This session will demystify what makes for effective, scalable personalization. You'll learn: 1) which myths (if any) hold true; 2) what next steps to take to make the most of your personalization efforts.

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

How to Build a Successful Rewards Program

Claire Tassin, Director Analyst, Gartner

Loyalty leaders are evolving rewards programs, and marketers leading these efforts run in to common challenges in identifying the right incentives that align with both business goals and customer needs. In this session you will learn 1) how to blend transactional and experiential earnings and rewards, 2) what program structures align with common reward program objectives, and 3) how to ensure members maintain high program engagement.

Thursday, September 02, 2021 / 01:15 PM - 02:00 PM EDT

Workshop: Media Strategy Playbook Awards

Andrew Frank, Distinguished VP Analyst, Gartner

Eric Schmitt, Sr Director Analyst, Gartner

The Media Strategy Playbook framework helps marketers make the right media planning decisions with limited budgets and resources. It also provides a lens to catalog and evaluate campaigns — our Digital Perf Benchmarking team has used it to surface exemplars of each playbook strategy. We'll present the framework with examples and give participants a chance to discuss and vote for favorites in each category.

Thursday, September 02, 2021 / 01:15 PM - 02:00 PM EDT

Roundtable: Mobile Messaging: The Way to Engage Millennials and GenZ

Mike McGuire, VP Analyst, Gartner

Evan Bakker, Principal, Research, Gartner

Millennials and GenZ are mobile. Engaging these consumers happens across a number of channels, but making a millennial or GenZ consumer loyal will come down to how you can engage them via messaging, particularly SMS. Those who prefer SMS tend to believe more strongly than nonpreferers that brand trust is more important than it was three years ago. Join this roundtable to discuss with your peers how to engage millennials and GenZ with mobile messaging.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

Ask the Expert: What Makes a Great Rewards Program?

Claire Tassin, Director Analyst, Gartner

Loyalty leaders are evolving rewards programs and marketers leading these efforts run in to common challenges in identifying the right incentives that align with both business goals and customer needs. In this session you can ask 1) how to blend transactional and experiential earnings and rewards, 2) what program structures align with common reward program objectives, and 3) how to ensure members maintain high program engagement.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

3 Keys to Building Content for Younger Consumers

Gen Z and Younger Millennials are highly engaged with content, but their needs and desires are differentiated from older consumers, and many times from each other. This session will provide a framework for marketing leaders tasked with creating content to guide their content strategy, specifically, how to utilize consumer values to develop highly resonant content and deliver on what younger consumers expect.

Strong B2B and B2C marketing leaders must quickly adapt to new buyer expectations and an evolving competitive landscape to take advantage of new opportunities. Learn valuable insights about post-COVID-19 buying dynamics, emerging sales tools and innovative practices to respond effectively.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

The Blueprint for Accelerating Growth: Six Cross-Sell/Upsell Strategies

Robert Blaisdell, Sr Director Analyst, Gartner

Increasing sales to existing customers is critical to revenue growth, but too many B2B sales and marketing teams use a generic, ill-defined approach that is not effective. This session will introduce the Gartner Cross-Sell/Upsell Blueprint, a powerful tool that helps leaders to clarify and identify opportunities for growth within existing customers.

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

How to Equip Your Channel Partners With Effective Sales Enablement Content

Rick LaFond, Director Analyst, Gartner

Channel or distribution partners are an essential resource for organizations to achieve their growth goals, with 61% of marketing leaders expecting to increase their investments in partner marketing. However, channel partner sellers often lack the content, training and tools required to effectively sell solutions to their customers (your buyers) in a compelling manner. Join this session to learn how to:

-Combine customer insights and partner feedback to identify and prioritize enablement initiatives
-Develop targeted, contextualized sales enablement content for channel partners
-Deliver sales enablement materials to partners in an intuitive manner

Tuesday, August 31, 2021 / 02:45 PM - 03:15 PM EDT

Building a Business Case for B2B Digital Commerce

Kyle Rees, Sr Director Analyst, Gartner

B2B marketing leaders responsible for digital commerce struggle to define a strategy for digital sales channels that complements existing sales channels and processes, while still adding value for buyers. They face internal resistance, fear online sales will cannibalize traditional sales channels and often lack first-party data to help them define the right B2B digital commerce experience. In this session you will learn:

- Key trends and data that help you make your business case for digital commerce
- How digital commerce initiatives align to business goals and objectives.
- About the time, cost and capabilities required to execute against digital commerce initiatives.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: Using Buyer and Change Enablement Content to Meet Demand Generation Objectives

Halle Feuerman, Principal, Advisory, Gartner

Rick LaFond, Director Analyst, Gartner

Marketing has become increasingly responsible for driving demand generation objectives that fuel customer acquisition and retention goals. In today's digital buying environment, marketing must use content as a main driver to meet those demand generation goals, by using "buyer and change enablement" content that outlines a clear call to action for customers and helps them overcome buying journey challenges.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

Creating an Omnichannel Customer Engagement Strategy to Meet The Preference of "Everywhere Customers"

Alice Walmesley, Director, Advisory, Gartner

Increasingly multi-channel B2B buyers and a growing expectation for digital interaction means that CSOs and CMOs need to rethink their engagement strategy with customers. Join this session to learn how leading organizations meet — and exceed — customers’ digital preferences by creating a buying experience that supports the end-to-end customer journey across digital and human channels.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

Top Five Trends for B2C Commerce in the Post-Pandemic World

Sandy Shen, VP Analyst, Gartner

Many B2C organizations accelerated digital commerce during the pandemic, which will have profound impact on the future of marketing and commerce technologies. This session looks at top 5 trends for B2C commerce that marketing leaders need to strategize against to thrive in the post-pandemic world.
- What are the top trends in B2C digital commerce for the next 5 years?
- How can organizations adapt their marketing and commerce portfolio to the above trends?

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Can't Join Em? Beat em. Create Your Own Enterprise Marketplace to Boost CX and Revenue

Jason Daigler, VP Analyst, Gartner

Enterprise Marketplaces represent a great opportunity for many organizations to expand their assortment, better serve their customers, and catapult them towards digital business. But there are strategic actions that must be taken, technologies to consider, and pitfalls to avoid. This session will provide tactical guidance from initial strategy phases, through to ongoing marketplace operations.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Ask the Expert: Adapting to Evolving B2B Buying Behavior

Brent Adamson, Distinguished VP, Advisory, Gartner

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

This interactive session will help B2B CMOs respond to the ever-changing, and increasingly digital, B2B marketplace. Gartner experts will answer your questions on how B2B buying behavior is evolving, the impact of digital buying, drivers of buyer confidence, marketing-sales integration, and more.

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

Develop Effective Cross-Sell/Upsell Programs Using the Blueprint for Growth

Michele Buckley, VP, Team Manager, Gartner

73% of CMOs say they will focus on existing customers to drive growth in 2021. Yet despite large opportunities within existing customers, many B2B marketers struggle to achieve account revenue goals. This session describes the most successful ways to develop cross-sell upsell programs that drive pipeline and revenue using the Gartner Cross-Sell/Upsell Blueprint.

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Help! Content That Drives Commercial Success for New Buying Dynamics

Halle Feuerman, Principal, Advisory, Gartner

Today's buyers are empowered, digitally savvy and yet struggle to make ambitious purchase decisions — leading to lower, slower, deals. Join this session and learn:
- The B2B buying trends that affect content consumption
- Content strategies to respond to changing buyer behavior
- What leading companies do to support the new buyer journey

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

Building a Business Case for B2B Digital Commerce

Kyle Rees, Sr Director Analyst, Gartner

B2B marketing leaders responsible for digital commerce struggle to define a strategy for digital sales channels that complements existing sales channels and processes, while still adding value for buyers. They face internal resistance, fear online sales will cannibalize traditional sales channels and often lack first-party data to help them define the right B2B digital commerce experience. In this session you will learn:

- Key trends and data that help you make your business case for digital commerce
- How digital commerce initiatives align to business goals and objectives.
- About the time, cost and capabilities required to execute against digital commerce initiatives.

Thursday, September 02, 2021 / 11:45 AM - 12:30 PM EDT

Roundtable: Boost Sales Enablement Program Effectiveness to Drive Results

Halle Feuerman, Principal, Advisory, Gartner

Rick LaFond, Director Analyst, Gartner

Most sales enablement programs lack strategic alignment among cross-functional stakeholders, content organization and technology capabilities to equip sellers with the content, insights and tools needed to engage today's buyers. Join this session to discuss with your peers tactical ways to optimize your sales enablement program and drive commercial results.

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

Ask the Expert: Using Buyer and Change Enablement Content to Meet Demand Generation Objectives

Halle Feuerman, Principal, Advisory, Gartner

Rick LaFond, Director Analyst, Gartner

Marketing has become increasingly responsible for driving demand generation objectives that fuel customer acquisition and retention goals. In today's digital buying environment, marketing must use content as a main driver to meet those demand generation goals, by using "buyer and change enablement" content that outlines a clear call to action for customers and helps them overcome buying journey challenges.

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

Adapting to Evolving B2B Buying Behavior to Achieve Commercial Success

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

This session will help CMO's respond to increasingly digital, independent B2B buying behaviors. Join this session to learn how buyers are evolving, the impact digital experiences have on buying behaviors (and buyer confidence), and how your sales and marketing teams must adapt to support these changes.

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

The Tenets of Successful Account-Based Strategy

Chris Moody, Sr Director Analyst, Gartner

Account-based strategy is the coordination of valuable, relevant experiences delivered across all functions that impact the customer to drive engagement and conversion at a targeted set of accounts. This type of go-to-market is not a fad, it is actually one of the most effective strategies organizations are employing for commercial success. In this session you will learn critical considerations to successfully implement an Account Based strategy in your organization.

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

Ask the Expert: Sales Enablement Best Practices: Traditional Training Is Not Enough

Michele Buckley, VP, Team Manager, Gartner

David Yockelson, VP Analyst, Gartner

This session will answer your most pressing sales enablement questions with a focus on how sales enablement programs must adapt to address the complexity of today's buyers. Attend and gain inspiration and ideas from the new trends and technology specifically impacting sales enablement results.

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: Developing an Account-Based Marketing Pilot

Rick LaFond, Director Analyst, Gartner

Halle Feuerman, Principal, Advisory, Gartner

Establishing quick wins with an account-based marketing pilot can be critical in evaluating the long-term viability of ABM for your business as well as earning sufficient buy-in from the relevant internal stakeholders. During this session, we'll answer your questions about how to execute key activities associated with a successful ABM pilot, such as account selection, account planning, account engagement, and measurement.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

Creating an Omnichannel Customer Engagement Strategy to Meet The Preference of "Everywhere Customers"

Alice Walmesley, Director, Advisory, Gartner

Increasingly multi-channel B2B buyers and a growing expectation for digital interaction means that CSOs and CMOs need to rethink their engagement strategy with customers. Join this session to learn how leading organizations meet — and exceed — customers’ digital preferences by creating a buying experience that supports the end-to-end customer journey across digital and human channels.

Benchmark and advance your martech ecosystem with the right technologies, data, team and governance, and embrace collaboration needed to drive digital transformation. Learn how to chart your own course to stay ahead of the competition through agile marketing technology leadership.

Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT

How to Design the Perfect Martech Ecosystem to Enable Exceptional Results

Amy Jenkins, Director Analyst, Gartner

Discover how to help your organization align martech to business outcomes to enable exceptional results by using our tools and frameworks to benchmark your current capabilities, define data usage and evaluate tool utilization. Focus on the critical components, establishing senior leadership support and using agile methodologies to develop a roadmap for martech success.

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

How to Improve Martech Procurement With Clear and Measurable Use Cases

Joseph Enever, Sr Director Analyst, Gartner

Effective marketing technology vendor selection and utilization relies on a strong foundation of use cases and measurement planning. There's an art to curating balanced requirements. In this session, you'll learn:
•How to strike the right balance between business needs and technology features
•How to create use cases and measurement plans that galvanize internal and external stakeholders
•Why the clarity you invest upfront in your martech story will de-risk business outcomes.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Martech Champions: Identify the Heroes Who Will Advance Your Martech Stack

Benjamin Bloom, VP Analyst, Gartner

The imperative to increase utilization of the martech stack relies on people and process to guide implementation, alongside new technology acquisitions. By creating a new role for these essential team members, you can unlock the potential of your stack. In this session you will learn
•The components of a capability-first approach to martech stack management
•Benefits of creating a “product champion” role for martech product stewardship
•How to use communities of practice to increase stack transparency and share best practices among end users

Wednesday, September 01, 2021 / 02:45 PM - 03:15 PM EDT

What Comes Next? Implement Martech to Drive Effective Utilization and Improve Marketing ROI

Ray Pun, Sr Director Analyst, Gartner

With only 58% of modern martech ecosystems being fully utilized marketing leaders must have a clear plan to improve this if they are to succeed. In this session you will learn:
•How to improve the effectiveness of your stack using a hi-cadence 6 step cycle
•The approach to use the Technology Innovation Cycle that will help you implement the right technologies, remove the obsolete and drive adoption and ROI.

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: How Do I Measure Martech ROI?

Joseph Enever, Sr Director Analyst, Gartner

In this Ask the Expert session, we'll explore the topic of martech ROI. High investment and low utilization plagues many martech stacks, but a majority of martech leaders believe their stack's are effective. so how is martech measured, anwyay? Depending on the questions you bring, we will cover:
• How to identify the ideal financial and operational metrics for your martech stack
• The role of agile marketing in proving value before increasing scale
• How to increase adoption and utilization using people instead of technology

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Build the DTC Martech Stack You Always Wanted: Lessons From Genius Brands

Benjamin Bloom, VP Analyst, Gartner

More brands than ever are looking to forge direct connections with customers to supplant or augment commercial relationships disrupted by the pandemic. Through case studies and unique data insights you will learn:
• How Genius brands create and nurture direct customer engagements
• The complementary martech products that power profitable engagement
• How to collect the right data, build a persuasive business case, and drive your roadmap

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

When Things Become Customers: Get Ready for Earth’s Ultimate Emerging Market

Don Scheibenreif, Distinguished VP Analyst, Gartner

Digital-savvy marketing and sales leaders seeking new growth horizons may be missing a huge financial opportunity. Gartner predicts that billions of machines — both physical and virtual — will act, look, and feel like customers. In this session, We’ll explore:
• Why this is happening and the growth potential it represents
• How it is showing up today across various industries
• What leaders can do to take advantage of this final frontier of emerging customers.

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

Maverick: Reckless Digital Acceleration Fails Vulnerable Customers – Digital Sensitivity Differentiates

Kimberly Harris-Ferrante, Distinguished VP Analyst, Gartner

Digital acceleration in response to the COVID-19 pandemic was necessary but reckless, swallowing vulnerable customers in a digital gulf. Digital-first became digital-only, cutting off vital services with economic and human consequences that will span generations and geographies. In this session, attendees will learn:
• How to recognize potential challenges with digital access, education, and use
• How to minimize the effects of this divide and maximize business performance through digital sensitivity

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

Navigating the Convergence of ABM Platforms and Marketing Automation Solutions

Rick LaFond, Director Analyst, Gartner

Account-based marketing platforms and marketing automation solutions offer B2B CMOs potential to achieve business process improvements in support of revenue growth. Join this session to learn:
• Where ABM platforms and marketing automation platforms offer overlapping and distinct capabilities
• How to align both solutions to your desired use case(s) - either separately or in tandem

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: Do I Really Need All This Stuff? A Guide to the Jumbled Social Martech Landscape

Jay Wilson, VP Analyst, Gartner

It's hard to scale your social media presence without technology investments, but the myriad platforms and tools that support listening, publishing, and engagement can be confusing, and their capabilities often overlap. In this session ask questions about social marketing technology such as:
• The differences between the categories of solutions
• Use cases and functionality
• How to get the tech you need without the tech you don't

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

Maverick* Research: Pursuing a 360-Degree View of the Customer Will Kill Your Business

Benjamin Bloom, VP Analyst, Gartner

Lizzy Foo Kune, VP Analyst, Gartner

Pursuing a "360 degree view of the customer" is complex. Why? It's a mess of expensive technology investments with overlapping functionality, and it may still fail to deliver on its promise to unify customer data across the enterprise. Through lessons learned from the past 20 years of investment in this high-growth, hyped-up space, you will learn:
• How past pursuits of unified data such as CRM and Master Data Management have failed us
• Whether to pursue "360 degrees" or a subset of that
• How to measure and evaluate progress

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

The Future of Content Operations: How to Deliver Marketing in a Changing World

Mike McGuire, VP Analyst, Gartner

Personalized and relevant customer experiences requires a robust and agile Content Operations stack. But achieving this means navigating a set of technology categories that are rapidly consolidating. In this session you'll learn:
•The pillars of a Content Ops ecosystem
• the forces driving consolidation in categories
• how to develop a resilient and agile Content Ops capability that can supercharge content marketing and multichannel capabilities.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

How to Improve Martech Procurement With Clear and Measurable Use Cases

Joseph Enever, Sr Director Analyst, Gartner

Effective marketing technology vendor selection and utilization relies on a strong foundation of use cases and measurement planning. There's an art to curating balanced requirements. In this session, you'll learn:
•How to strike the right balance between business needs and technology features
•How to create use cases and measurement plans that galvanize internal and external stakeholders
•Why the clarity you invest upfront in your martech story will de-risk business outcomes.

Join us and learn how to activate your company’s brand purpose and corporate narrative to drive growth during these times of transformation while providing audiences with the cohesive experience they expect when communicating with the organization.

Tuesday, August 31, 2021 / 11:45 AM - 12:15 PM EDT

Four Critical Components of Highly Effective Content Strategies

Patryck Allen, Sr Director, Advisory, Gartner

Offering consistent, differentiated messages to your most critical audiences is essential to building your brand and driving commercial outcomes. But Gartner's analysis has found that most content strategies are insufficient to achieve the outcomes they're meant to drive. Join this session to learn how to build or improve your content strategy by leveraging four key components in the right ways.

Tuesday, August 31, 2021 / 02:45 PM - 03:15 PM EDT

Establish Your Organizational Stance on Societal Issues Like Racism

Dean Vitté, Director, Advisory, Gartner

Organizations navigate heightened stakeholder expectations to take a stand on social and political issues, most recently and vividly illustrated by corporate statements condemning racism and pledging action. This session will answer how marketers can confidently establish and message their organization’s position for issues on which stakeholders may have deeply felt and divergent views.

Tuesday, August 31, 2021 / 02:45 PM - 03:30 PM EDT

Roundtable: Planning for Agility: Meet Customers Where They Are Now … On Social

Nicole Greene, Sr Director Analyst, Gartner

Cassandra Nordlund, Director, Advisory, Gartner

Social marketing leads among the channels that marketing leaders have used over the past 12 months to support their digital marketing strategy and stay agile. The social media playbook will help you refine your strategy with the flexibility to achieve your goals. Join this Roundtable to discuss with your peers:
• The right mix of perception and action driving efforts
• How leaders in the market are using social to achieve their goals
• Building a consistent content pipeline to support your efforts

Tuesday, August 31, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: How to Decide When to Engage in Contentious Issues

Hillary Plank, Director, Advisory, Gartner

Brianna Lux, Director, Advisory, Gartner

The occurrence of contentious societal issues is now the norm; are you still stuck in reactive mode when a new one arises? In this session, you can ask the expert questions about how to develop proactive and business-relevant decision criteria for engaging on issues that audiences care about. Attendees will learn about several different approaches and can take away tactics that align best with their organization.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT

Building Brand Connection Through Social Impact

Dorian Cundick, VP, Advisory, Gartner

Organizations are being held more accountable to have a positive societal impact, but also face greater scrutiny in their efforts to do so. Join us to learn how to most effectively engage in proactive social impact, as we explore:
• What’s at stake for companies that meet or exceed audience expectations for social impact
• The hallmarks of an effective social impact strategy that generates connection to your brand
• How CMOs can best mobilize employees and other important audiences to amplify the social impact strategy

Wednesday, September 01, 2021 / 11:45 AM - 12:30 PM EDT

Roundtable: Communications in the Era of Misinformation, What CMOs Need to Do Now to Prepare

Alexandra Earl, Sr Director, Advisory, Gartner

LK Klein, Director, Research, Gartner

Misinformation narratives are jumping from fringe to mainstream more rapidly than ever before, and the traditional approach of 'doing nothing' leaves CMOs vulnerable to losing control of their story, thereby damaging the brand. Join this roundtable to discuss with your peers your risk exposure for misinformation, determine what issues to monitor and best practices in issue escalation and management.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT

Ask the Expert: Comms Edition

Brianna Lux, Director, Advisory, Gartner

Dean Vitté, Director, Advisory, Gartner

Emmett Fitzpatrick, Sr Principal, Advisory, Gartner

Though at times very similar, marketing and comms leaders may see things differently or be siloed, leading to inefficiency or inconsistent messaging. Better understanding can lead to better collaboration and therefore greater business results. Join this session to ask anything to three Gartner Communications experts to hear what’s on the CCO’s mind and learn best practices.

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Building Strategic ESG Communications to Support Brand Purpose and Social Impact

Hillary Plank, Director, Advisory, Gartner

ESG is quickly surpassing CSR as the reporting style of choice, bringing more transparency and diverse audiences to the fore. This session will answer how to strategically control the narrative alongside raw performance metrics presented in ESG reports, building trust and brand equity in the process. Attendees will learn about three key components for ESG communications that provide a platform for aligning sustainability with the organization's overall strategic direction.

Wednesday, September 01, 2021 / 03:30 PM - 04:00 PM EDT

Ask the Expert: Want to activate your corporate brand? Start with your employees.

Emmett Fitzpatrick, Sr Principal, Advisory, Gartner

Employees are likely to be a company’s best advocates, but many organizations struggle to engage them as ambassadors of their brand for internal and external stakeholders. In this session, you can ask the expert questions about how to set relevant business goals for your employee ambassador program, make it easy for employees to contribute, measure program success, and sustain program participation over time.

Wednesday, September 01, 2021 / 03:30 PM - 04:15 PM EDT

Roundtable: A More Perfect Union: Integrating Marketing and Communications Efforts

Iliyana Hadjistoyanova, Director, Advisory, Gartner

Brianna Lux, Director, Advisory, Gartner

Communications and Marketing leaders are natural allies, but they don't always seem to take full advantage of that fact. This union could help save their teams time and effort, deliver a better experience for their stakeholders. Join this roundtable to discuss with your peers the most effective and efficient ways for Marketing and Corporate Communications leaders to build strong relationships with each other.

Wednesday, September 01, 2021 / 04:15 PM - 04:45 PM EDT

Establish Your Organizational Stance on Societal Issues Like Racism

Dean Vitté, Director, Advisory, Gartner

Organizations navigate heightened stakeholder expectations to take a stand on social and political issues, most recently and vividly illustrated by corporate statements condemning racism and pledging action. This session will answer how marketers can confidently establish and message their organization’s position for issues on which stakeholders may have deeply felt and divergent views.

Wednesday, September 01, 2021 / 04:15 PM - 05:00 PM EDT

Roundtable: Planning for Agility: Meet Customers Where They Are Now … On Social

Nicole Greene, Sr Director Analyst, Gartner

Social marketing leads among the channels that marketing leaders have used over the past 12 months to support their digital marketing strategy and stay agile. The social media playbook will help you refine your strategy with the flexibility to achieve your goals. Join this Roundtable to discuss with your peers:
• The right mix of perception and action driving efforts
• How leaders in the market are using social to achieve their goals
• Building a consistent content pipeline to support your efforts

Thursday, September 02, 2021 / 11:45 AM - 12:15 PM EDT

Read the Room: How Life-Altering Consumer Trends Reframe Your Brand in 2021 and Beyond

Tim Barlow, Director Analyst, Gartner

This presentation will teach attendees about the emergent consumer cultural trends for 2021 and 2022 which are likely to have the most impact on brand positioning and messaging strategies. Clients ask: “What pandemic-related consumer shifts will stick as time goes on?” This presentation is one way to answer that weighty question.

Thursday, September 02, 2021 / 01:15 PM - 01:45 PM EDT

Equipping Employee Brand Advocates With the Corporate Narrative

Brianna Lux, Director, Advisory, Gartner

Do you know how to use your Corporate Narrative to describe your company's Identity and Direction? Research shows that most organizations aren't realizing the full potential of a tool that can optimize any scenario related to alignment, persuasion or assimilation. This session will help you engage internal and external audiences with a narrative that compels consistent use, reinforcing key marketing and communications messages that can better sustain a brand.

Thursday, September 02, 2021 / 02:45 PM - 03:15 PM EDT

Optimizing Ad Messaging, Voiceover and Background Music for a Postpandemic World

Evan Bakker, Principal, Research, Gartner

Shifting consumer attitudes, ad fatigue, and content overload present marketers with a minefield of potentially toxic, disruptive or out of touch advertising campaigns that erode brand equity. In this session, you'll learn how best-in-class brands have pivoted key components of their ad creatives, from the messaging itself to the voice-over and music, to align with evolving consumer needs and the current climate.

Thursday, September 02, 2021 / 02:45 PM - 04:30 PM EDT

Research Discussion: Building Brand Connection Through Social Impact

Dorian Cundick, VP, Advisory, Gartner

Companies are being held more accountable to have a positive societal impact, but also face greater scrutiny in their efforts to do so. Join this interactive research discussion with your fellow CMOs to unpack Gartner’s new research on corporate social impact. This session will provide a unique opportunity for CMO-based discussion on the following questions:
• What Is at stake for companies that meet or exceed audience expectations for social impact?
• What are the hallmarks of an effective social impact strategy that creates connection to your brand?
• How can CMOs mobilize employees and other important audiences to amplify the social impact strategy?

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

It Matters How It Ends — Sunsetting a Brand Effectively

Carlos Guerrero, Sr Director, Advisory, Gartner

This session will discuss the timing, important partnerships, and communication around shutting down a brand. Specifically, your brand sunset strategy should be driven by the "rationale" for the sunset — whether it be repairing a tarnished reputation, the realities of M&A activity, or shutting down an underperforming brand.

Thursday, September 02, 2021 / 03:30 PM - 04:00 PM EDT

CMO Story: Maximize Earned Media Impact on Your Brand

Jennifer Sigler, Director Analyst, Gartner

Since the death of AVEs, Marcomms professionals have still not found a good way to measure the business impact of earned media. But there is a way: By working with your media monitoring and brand vendors, you can gain the insights you need. Join us to hear how Prudential's Communications team accomplished this breakthrough.

Thursday, September 02, 2021 / 04:15 PM - 04:45 PM EDT

Ask the Expert: How to Decide When to Engage in Contentious Issues

Hillary Plank, Director, Advisory, Gartner

The occurrence of contentious societal issues is now the norm; are you still stuck in reactive mode when a new one arises? In this session, you can ask the expert questions about how to develop proactive and business-relevant decision criteria for engaging on issues that audiences care about. Attendees will learn about several different approaches and can take away tactics that align best with their organization.

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