This experience is designed exclusively for a select group of Chief Marketing Officers focused on their unique needs, perspectives and desire to connect with other CMOs. Application required. Learn More.
Explore the comprehensive agenda that addresses the challenges most critical to CMOs and marketing leaders. Each track has a particular area of focus to help you deliver on what matters most to you and your organization.
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
Jay Wilson, VP Analyst, Gartner
Claudia Romo Edelman, Founder, We Are All Human Foundation
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
Eric Schmitt, Sr Director Analyst, Gartner
Michael Flanagan, Vice President, Marketing, Inspirato
Respondents to Gartner’s 2019-2020 CMO survey report that awareness is the single most important metric to inform marketing strategy. Attend this session to for insight on how to grow targeted awareness and conversion! Attendees will hear from Gartner and D2C travel industry success story Inspirato, which started in 2011, boasts over 15,000 members with an 85%+ annual renewal rate, and recently launched Inspirato Pass, the world's first luxury travel subscription. In this session, you will learn about best practices for:
● Audience targeting
● Digital advertising
● Segmentation and lead qualification
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
Augie Ray, VP Analyst, Gartner
Julia Murray, Director, Global Marketing Communications, BASF | Chemetall
CMOs are increasingly looking at how to optimize Customer Experience to maximize customer growth and retention. Leading CX requires a different set of skills, goals, measures, and processes.
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 short-term financial metrics with customer-centric leading measures of future success
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
Lizzy Foo Kune, Sr Director Analyst, Gartner
Heather West, Head of Public Policy, Americas, Mozilla, Corp.
People accept robots that look like cartoons, or seem to be human, but reject uncanny resemblances - those resemblances somewhere between a person and a cartoonish depiction. The Uncanny Cliff of Privacy occurs when too much (rather than too little) data is used to personalize customer experiences, and begins to feel creepy. How do marketers figure out where the right balance is, and respect consumers' privacy preference? Heather West, Head of Policy for the Americas at Mozilla, will join us in this session to explore the following topics:
- How do consumers feel about their privacy and their data?
- How do brands and platforms in plan for a future that includes more regulation and increasingly limited access to data?
- How should I construct marketing and advertising programs that respect consumers' privacy preferences?
Tuesday, June 02, 2020 03:15 PM|Tuesday, June 02, 2020 04:00 PM
Brent Adamson, Distinguished VP, Advisory, Gartner
The environments in which customers purchase from suppliers are accelerating in their complexity. More information, more choice and more people involved in the purchase have compounded what is already a complex task for the individuals who are on the front lines of buying. The result: an erosion of buyers' confidence in their own decision making. In this session, you will learn:
The importance of customer confidence when navigating complex purchases
How suppliers can deliver confidence through online and offline (rep-led) customer interactions
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Michael McCune, Sr Director, Advisory, Gartner
This session will answer a CMO’s need to think outside the box. The answer is to provide disciplined exposure to mature thinking on what is possible and necessary for a martech roadmap. This will be demonstrated by a panel of guest presenters who will provide a synopsis of leading edge thinking on martech from a practitioners perspective. In this session, CMOs will be able to ask questions.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
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.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Nicole Greene, Sr Director Analyst, Gartner
Helen Loh, Senior Vice President, Digital, Product & Content Marketing, Charles Schwab
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 brand Charles Schwab tackles 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
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Kate Muhl, VP Analyst, Gartner
Niche cultural phenomena – like crystal healing, algorithm hacking, true crime podcasts, streaming reruns –actually provide powerful early warning signals of where the culture and consumers are headed.
In this session you will learn:
Which specific trends are reshaping the consumer context
Why cultural insights matter, even for marketers with mature customer data practices
How understanding cultural “ephemera” provides a competitive edge
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Bryan VanDyke, Managing Vice President, 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.
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
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?
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
Bryan VanDyke, Managing Vice President, Gartner
Gartner benchmarked the digital performance of over 2,000 brands in 2019, but only 94 earned the title of Genius. No two Geniuses have the same digital strategy, this year’s investments played into a handful of key themes. In this session, you will learn:
Best-in-class implementation of digital strategies
Leading tactics including personalization, streamlined paths to purchase, and strong e-tailer merchandising
This experience is designed exclusively for a select group of Chief Marketing Officers focused on their unique needs, perspectives and desire to connect with other CMOs. Application required. Learn More.
Monday, June 01, 2020 08:00 AM|Monday, June 01, 2020 08:45 AM
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
Jay Wilson, VP Analyst, Gartner
Claudia Romo Edelman, Founder, We Are All Human Foundation
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.
Monday, June 01, 2020 12:15 PM|Monday, June 01, 2020 02:00 PM
Nicole Malachowski, Retired U.S. Air Force Col., First Woman Thunderbird Pilot, Combat Veteran,
What does it take to be the best? The individuals and teams who achieve at the highest levels have one thing in common: they push the envelope and go to the edge of boundaries. They accomplish as much as possible and do it to a standard of excellence. Pushing the envelope is an aviation term for taking an aircraft to the maximum limits of its abilities. In the business world, pushing the envelope means knowing yourself – certainly knowing your limits – all while using every bit of your ability to maximize your performance, be your best and be consistent. As a combat-tested fighter pilot and a member of the military’s most elite group of aviators (1 in 2,000 USAF pilots become Thunderbird pilots), Nicole Malachowski inspires audiences with lessons learned from a distinguished 21-year career – giving them the courage to push the envelope in their own lives. That means using inevitable failures to launch to the next level…preparing for turbulence, because change is unrelenting, and it is hard, but you must anticipate it…trusting in teammates’ skill and precision, while developing your own…and being mindful of the over-control that leads to performance malfunctions and mutes achievement. Nicole’s presentation provides an unforgettable and practical roadmap for individuals and organizations looking to make the most of their talents and efforts.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
Eric Schmitt, Sr Director Analyst, Gartner
Michael Flanagan, Vice President, Marketing, Inspirato
Respondents to Gartner’s 2019-2020 CMO survey report that awareness is the single most important metric to inform marketing strategy. Attend this session to for insight on how to grow targeted awareness and conversion! Attendees will hear from Gartner and D2C travel industry success story Inspirato, which started in 2011, boasts over 15,000 members with an 85%+ annual renewal rate, and recently launched Inspirato Pass, the world's first luxury travel subscription. In this session, you will learn about best practices for:
● Audience targeting
● Digital advertising
● Segmentation and lead qualification
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 03:15 PM
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
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
Augie Ray, VP Analyst, Gartner
Julia Murray, Director, Global Marketing Communications, BASF | Chemetall
CMOs are increasingly looking at how to optimize Customer Experience to maximize customer growth and retention. Leading CX requires a different set of skills, goals, measures, and processes.
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 short-term financial metrics with customer-centric leading measures of future success
Tuesday, June 02, 2020 11:30 AM|Tuesday, June 02, 2020 12:30 PM
Sally Witzky, Sr Director, Analyst, Gartner
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 discussion will allow CMOs to review organizational design trends, the reason beyond the shift and explore the pros and cons of each configuration.
Tuesday, June 02, 2020 12:30 PM|Tuesday, June 02, 2020 02:00 PM
Tina Nunno, Distinguished VP Analyst, Gartner
Being able to say "no" diplomatically is essential for marketing leaders to ensure that they can make space to say "yes" to the most important things. Yet, with ever-increasing demands for resources from every corner of the enterprise, saying "no" constructively is more difficult than ever. This exclusive keynote will explore:
● The complex dynamics behind the healthy "no"
● How CMOs can master the difficult skill of saying “no”
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
Lizzy Foo Kune, Sr Director Analyst, Gartner
Heather West, Head of Public Policy, Americas, Mozilla, Corp.
People accept robots that look like cartoons, or seem to be human, but reject uncanny resemblances - those resemblances somewhere between a person and a cartoonish depiction. The Uncanny Cliff of Privacy occurs when too much (rather than too little) data is used to personalize customer experiences, and begins to feel creepy. How do marketers figure out where the right balance is, and respect consumers' privacy preference? Heather West, Head of Policy for the Americas at Mozilla, will join us in this session to explore the following topics:
- How do consumers feel about their privacy and their data?
- How do brands and platforms in plan for a future that includes more regulation and increasingly limited access to data?
- How should I construct marketing and advertising programs that respect consumers' privacy preferences?
Tuesday, June 02, 2020 03:15 PM|Tuesday, June 02, 2020 04:00 PM
Brent Adamson, Distinguished VP, Advisory, Gartner
The environments in which customers purchase from suppliers are accelerating in their complexity. More information, more choice and more people involved in the purchase have compounded what is already a complex task for the individuals who are on the front lines of buying. The result: an erosion of buyers' confidence in their own decision making. In this session, you will learn:
The importance of customer confidence when navigating complex purchases
How suppliers can deliver confidence through online and offline (rep-led) customer interactions
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
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
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Michael McCune, Sr Director, Advisory, Gartner
This session will answer a CMO’s need to think outside the box. The answer is to provide disciplined exposure to mature thinking on what is possible and necessary for a martech roadmap. This will be demonstrated by a panel of guest presenters who will provide a synopsis of leading edge thinking on martech from a practitioners perspective. In this session, CMOs will be able to ask questions.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
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.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Nicole Greene, Sr Director Analyst, Gartner
Helen Loh, Senior Vice President, Digital, Product & Content Marketing, Charles Schwab
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 brand Charles Schwab tackles 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
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Kate Muhl, VP Analyst, Gartner
Niche cultural phenomena – like crystal healing, algorithm hacking, true crime podcasts, streaming reruns –actually provide powerful early warning signals of where the culture and consumers are headed.
In this session you will learn:
Which specific trends are reshaping the consumer context
Why cultural insights matter, even for marketers with mature customer data practices
How understanding cultural “ephemera” provides a competitive edge
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Derek Stubbs, Sr Director Analyst, Gartner
Dawn Morris, Former Chief Digital Banking and Marketing Officer, First Horizon National
Consumer insights drive marcomm, but they can also drive business results. Dawn Morris, former CMO, Webster Bank and current Chief Digital Banking and Marketing Officer, First Horizon National will explain.
In this session, you’ll learn:
● How to leverage consumer insights for agile and effective decision making.
● How to identify great insights.
● How to integrate consumer insights into strategy.
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Bryan VanDyke, Managing Vice President, 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.
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:15 AM
Ewan McIntyre, VP Analyst, 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.
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
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?
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
Bryan VanDyke, Managing Vice President, Gartner
Gartner benchmarked the digital performance of over 2,000 brands in 2019, but only 94 earned the title of Genius. No two Geniuses have the same digital strategy, this year’s investments played into a handful of key themes. In this session, you will learn:
Best-in-class implementation of digital strategies
Leading tactics including personalization, streamlined paths to purchase, and strong e-tailer merchandising
Monday, June 01, 2020 09:00 AM|Monday, June 01, 2020 10:00 AM
The Gartner opening keynote
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
Ewan McIntyre, VP Analyst, Gartner
A Marketing Symposium exclusive — the first view of Gartner's 2020-2021 CMO Spend Survey. This essential survey has helped marketing leaders benchmark and build their strategic plans and budgets since 2012. In this session, you'll learn: 1)Budget evolution year-over-year; 2) Allocations across martech, media, labor and agencies; 3) The strategically important channels and capabilities in 2020-21
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
Jay Wilson, VP Analyst, Gartner
Claudia Romo Edelman, Founder, We Are All Human Foundation
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
Carlos Guerrero, Sr Director, Advisory, Gartner
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
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
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
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:15 PM
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
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:30 PM
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 be able to ask questions focused on:
- How strategy and planning facilitation has become a cornerstone of marketing operations
- How marketing analytics capabilities are providing essential insights, fuelling operational and effectiveness gains
- Why marketing technology strategy belongs in operations
Tuesday, June 02, 2020 01:00 PM|Tuesday, June 02, 2020 01:20 PM
Laurel Erickson, Sr Director 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
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
Christopher Ross, VP Analyst, Gartner
Brand is a critical driver of consumer behavior and yet consumers are more fickle and less trusting of brands. Building an authentic, resonant brand is critical. This session will help:
Understand the brand and marketing landscape,
Connect consumer and brand values,
Assess your current brand profile to guide messaging and behavior,
Create a plan for creating an effective, aligned brand.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Nicole Greene, Sr Director Analyst, Gartner
Helen Loh, Senior Vice President, Digital, Product & Content Marketing, Charles Schwab
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 brand Charles Schwab tackles 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
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
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.
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Carlos Guerrero, Sr Director, Advisory, Gartner
Trust is declining as customers hold brands to higher expectations, with 81% refusing to do business with brands they don’t trust. Brands focus on building trust through exhibiting transparency, warmth, honesty, and reliability, while our research has uncovered a more powerful driver of customer trust in brands. During this session, you will learn best practices to provide customers with a clear reciprocal value exchange while demonstrating capability by:
● Providing immediate value during interactions and clarity on future value
● Focusing on key moments in customer’s buying journeys and lives
● Appealing to shared higher order customer values while respecting privacy
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
Sally Witzky, Sr Director, Analyst, Gartner
Whether you direct an in-house agency, a Center of Excellence or shared services model, effective leadership relies on maximizing potential of resources. Serving a multitude of internal clients and balancing priorities isn’t easy. Lead with intention and build the infrastructure to multiply business results and create unprecedented value. In this session, you will learn how to:
● Use more than one model to align work and talent
● Leverage process and partners to increase productivity
● Assemble a martech stack for end-to-end visibility and control
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
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
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:00 PM
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
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
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.
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
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
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:45 AM
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?
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:15 PM
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
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
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
Tuesday, June 02, 2020 03:30 PM|Tuesday, June 02, 2020 05:00 PM
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
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Derek Stubbs, Sr Director Analyst, Gartner
Dawn Morris, Former Chief Digital Banking and Marketing Officer, First Horizon National
Consumer insights drive marcomm, but they can also drive business results. Dawn Morris, former CMO, Webster Bank and current Chief Digital Banking and Marketing Officer, First Horizon National will explain.
In this session, you’ll learn:
● How to leverage consumer insights for agile and effective decision making.
● How to identify great insights.
● How to integrate consumer insights into strategy.
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 10:00 AM
Jane-Anne Mennella, VP Analyst, Gartner
Share and learn insights on how your peers champion user research and testing efforts and what processes and methodologies are used to be successful when utilizing user research and testing.
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 10:30 AM
Frances Russell, Sr Principal, Advisory, Gartner
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
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
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
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 12:15 PM
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.
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
Derek Stubbs, Sr Director Analyst, Gartner
Though the economy is healthy, troubling signs suggest a recession may be on the horizon. Building on our exhaustive coverage of consumers during the Great Recession, this breakout will:
1. Share new research into consumer anxieties about--and expectations for--how they’ll spend and save in a downturn.
2. Map out possible consumer outcomes.
3. Provide marketers with a road map for navigating turbulent times.
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
Claire Tassin, Director Analyst, Gartner
There’s a disconnect between marketers’ and consumers’ views of brand loyalty. Marketers can ensure loyalty efforts and programs are meaningful to consumers by going beyond transactions to reward emotional loyalty and other desired consumer behaviors. In this session you will learn:
- What brand loyalty means to consumers today
- How to use loyalty programs to reward desired consumer behaviors
- What evolving consumer behaviors mean for marketing analytics and loyalty management technology
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
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 CX 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
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:00 PM
Jane-Anne Mennella, VP Analyst, Gartner
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 a must-have trait for companies and employees
How you obtain and use it effectively.
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
Augie Ray, VP Analyst, Gartner
With the rising importance of VoC in CX management, CX leaders are increasingly engaging vendors and platform solutions to help them listen to and analyze customer feedback. This session will help allow Marketing and CX leaders to ask questions about VoC practices involving survey design, the value of relationship and transactional surveys, survey design and the democratization of VoC data.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
Augie Ray, VP Analyst, Gartner
Customer experience can take a variety of shapes and sizes at different firms, but CX 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
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:45 PM
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 03:15 PM
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
Tuesday, June 02, 2020 09:30 AM|Tuesday, June 02, 2020 11:00 AM
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.
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
Laurel Erickson, Sr Director 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.
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:30 PM
Cassandra Nordlund, Director, Advisory, Gartner
Customer Experience 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.
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:30 PM
Leah Leachman, Sr Principal Analyst, 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.
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
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
Tuesday, June 02, 2020 03:30 PM|Tuesday, June 02, 2020 04:30 PM
Jane-Anne Mennella, VP 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.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Richard DeLisi, VP, Advisory, Gartner
This session will reveal brand new Gartner research that demonstrates a clear connection between “how your employees feel about the way they’re being managed” and “how your customers feel about doing business with you.” While hundreds of companies have been working to reduce customer effort, new research has uncovered the critical importance of reducing employee effort as well. In this session, you will learn strategies and techniques that leaders and managers across your company can put into action immediately with your employees—linked directly to a greatly improved customer experience.
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Evan Neufeld, Managing Vice President, Gartner
While the past decade has seen a tremendous shift in consumer spending going to digital channels, deployment of customer service online has lagged considerably. In this session we learn how best-in-class brands are winning at customer service online by:
1. Identifying whitespace opportunities that highlight relevant and impactful areas for innovation
2. Building the guided selling tools and content that enable must have customer self-service
3. How leading brands build the guided selling tools and content that enable must have customer self-service
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 10:00 AM
Jane-Anne Mennella, VP Analyst, Gartner
Share and learn insights on how your peers champion user research and testing efforts and what processes and methodologies are used to be successful when utilizing user research and testing.
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
Laurel Erickson, Sr Director Analyst, Gartner
Audiences, segments and personas — what are the differences, and how are they related? As personalization becomes an expectation, understanding whom you’re targeting is key. This session will examine how segments and personas can be used together to effectively target customers. In it you will learn:
● The difference between segments and personas
● The advantages of aligning segmentation and personas
● How to incorporate segmentation into your persona development
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
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.
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
Andrew Frank, Distinguished VP Analyst, Gartner
If you’re considering insourcing digital advertising operations but you’re not an ad tech wonk, 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.
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
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.
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
Leah Leachman, Sr Principal Analyst, Gartner
The brands that are most successful in establishing, growing, and maintaining their relationship with customers are those that consider the end to end customer experience in their strategy. In an increasingly competitive environment, brands must develop a cohesive on-and offline customer experiences that drive and reinforce consumer loyalty. In this session marketing and CX leaders will learn:
- What CX design principles uncover customer values and expectations
- How CX design principles can enhance existing workflows and campaigns
- How to determine what experiences will position your brand for long-term success
Monday, June 01, 2020 12:30 PM|Monday, June 01, 2020 12:50 PM
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.
Monday, June 01, 2020 12:55 PM|Monday, June 01, 2020 01:15 PM
Mike McGuire, VP 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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
Eric Schmitt, Sr Director Analyst, Gartner
Michael Flanagan, Vice President, Marketing, Inspirato
Respondents to Gartner’s 2019-2020 CMO survey report that awareness is the single most important metric to inform marketing strategy. Attend this session to for insight on how to grow targeted awareness and conversion! Attendees will hear from Gartner and D2C travel industry success story Inspirato, which started in 2011, boasts over 15,000 members with an 85%+ annual renewal rate, and recently launched Inspirato Pass, the world's first luxury travel subscription. In this session, you will learn about best practices for:
● Audience targeting
● Digital advertising
● Segmentation and lead qualification
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:30 PM
Oweise Khazi, Director, Research, 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
Tuesday, June 02, 2020 01:25 PM|Tuesday, June 02, 2020 01:45 PM
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
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
Eric Schmitt, 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.
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
Evan Neufeld, Managing Vice President, Gartner
Digital has revolutionized the way consumers shop and think about brand loyalty, unraveling the traditional brand equity equation. Today, only 9% of US consumers say they are brand loyal. In times of traditional equity erosion, both formal loyalty programs as well as features that reward regular engagement form an important bulwark against defections. Successful brands diversify both monetary and experiential rewards, boost personalization efforts and create a seamless mobile experience online and in-store. In this session you will learn:
- How best-in-class brands win the loyalty fight
- How to structure loyalty programs to engage your key customers
- How to Identify whitespace opportunities to improve the effectiveness of your loyalty programs both on and offline.
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Rick LaFond, Sr Principal, Advisory, Gartner
Most B2B marketers have been deploying elements of personalization for quite some time. However, the promise of breakthrough personalization has never been higher, particularly as adoption of Account-Based Marketing (ABM) continues to grow. With a seemingly limitless number of ways to potentially personalize interactions with target accounts, it is critical for B2B marketing teams to take an approach that affords them the balance they need to achieve both message resonance and scale. In this session, you will learn:
- How to approach ABM personalization at scale, given capacity constraints and data gaps
- The nature of personalized content statistically proven to drive high-quality deals
- How other B2B organizations have executed personalization tactics
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Nicole Greene, Sr Director Analyst, Gartner
Marketers spend over 11% of their budgets on their websites and getting the experience right is critical to multichannel marketing success. But with over 80% of website projects failing, how can marketers ensure that they get the most from their investments? In this session you will learn:
- How websites have evolved and how changing consumer expectations continue to transform journeys
- How you can use Gartner data to understand how leading brands focus their websites
- What steps you need to take to refine your website strategy
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
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.
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
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.
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
Chad Bright, Managing Vice President, 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
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
Brent Adamson, Distinguished VP, Advisory, Gartner
Less than half of forecasted 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
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
Kyle Rees, Director, Team Manager, Gartner
One of the biggest threats that B2B companies see to their businesses today comes from digital commerce natives like Amazon. Despite their concerns, 52% of B2B companies report a lack of a formal strategy for competing with Amazon, or even on the platform itself by year end 2020. In this session, B2B marketing leaders will be able to ask questions focusing on:
- The types of and price points for best-selling B2B products on Amazon
- Trends in B2B manufacturer use of Amazon Sponsored Products
- Strategies to boost organic visibility to increase organic visibility on Amazon.com
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
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
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
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
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
Jennifer Polk, VP Analyst, Gartner
Revenue is a key success metric for personalization. Despite marketers' investment in personalization, their efforts routinely fall short of this goal, focusing instead on marketing channel and campaign performance. In this session, you'll learn:
● How to align your personalization strategy to growth objectives
● Best practices for choosing personalization tactics that deliver growth
● Examples of growth-oriented personalization tactics from best-in-class brands
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:30 PM
Chad Bright, Managing Vice President, Gartner
Direct to consumer selling models continue to be a hot topic among 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
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
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
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Claire Tassin, Director Analyst, Gartner
More than one-third of consumers say their first preference when shopping and buying is mobile, but many retailers fail to deliver a mobile experience that matches these consumers' expectations. Mobile success is not exclusively reserved for brands that craft complex apps to woo their loyalists, it's there for all. In this session you will learn:
- How consumers are engaging with retailers via mobile devices today across the customer journey
- Best practices for small-screen shopping experiences from mobile web to in-store support
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
Kyle Rees, Director, Team Manager, Gartner
As more B2B organizations consider the role digital commerce plays in meeting their organization's growth objectives, knowing where to start and what to focus on presents serious challenges. In this session, you will learn:
- The prerequisites for building a digital commerce website
- The ways leading B2B brands enhance the digital commerce experience for their buyers
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:45 AM
Oweise Khazi, Director, Research, 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.
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
Michael McCune, Sr Director, Advisory, Gartner
The size of B2B customer buying groups continues to grow, making it difficult for customer stakeholders to reach consensus along each step of the buying journey. Brands struggle with the need to foster customer consensus, and thus suffer longer sales cycle times, deal abandonment, and a sense of commoditization that drives price-based decisions. During this session, you will learn specific marketing tactics successfully proven to:
-Align stakeholders around shared needs
-Motivate internal champions to advocate on your behalf
-Enable those champions to drive group consensus
Monday, June 01, 2020 10:30 AM|Monday, June 01, 2020 11:15 AM
Colin Reid, Sr Director Analyst, Gartner
Marketing Technology Leaders have more 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. The practical steps to upgrade
3. How to create an actionable roadmap for upgrading your Martech
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:15 PM
Jennifer Polk, VP Analyst, Gartner
The future promises new insights and advancements in targeting and personalization. Yet, consumers’ tenuous trust in brands and weariness of data misuse threaten to undermine machine-driven intelligence. At the same time, social and environmental issues are gaining mindshare among consumers and shifting expectations of how corporations and brand should respond.
In this session, you'll learn:
● What are the top trends influencing consumer behavior
● What are the key drivers impacting the future of marketing
● How should you brace your brand and prepare for both
Monday, June 01, 2020 11:30 AM|Monday, June 01, 2020 12:30 PM
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.
Monday, June 01, 2020 01:45 PM|Monday, June 01, 2020 02:30 PM
Jason McNellis, 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.
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
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 be able to ask questions focused on:
How to achieve an accelerated bid approach to deliver your needs and requirements
How to eliminate vendor obfuscation to understand their capability and suitability for your needs and organization
How to do upfront implementation planning to understand the effort and time to launch the solution and deliver ROI.
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
Mike McGuire, 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?
Tuesday, June 02, 2020 09:45 AM|Tuesday, June 02, 2020 10:30 AM
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?
Tuesday, June 02, 2020 11:45 AM|Tuesday, June 02, 2020 12:30 PM
Benjamin Bloom, Sr Director Analyst, Gartner
Building a Genius brand takes more than marketing strategy and tactics. We've identified the marketing technologies behind brands with a Digital IQ of "Genius.” In this session you’ll learn:
- What are the common archetypes of marketing technology, and what vendors are these stacks composed of?
- Which of these archetypes exhibits the greatest digital intelligence?
- How do talent, collaboration and budget determine success?
Tuesday, June 02, 2020 12:30 PM|Tuesday, June 02, 2020 12:50 PM
Jennifer Polk, VP Analyst, Gartner
Gartner’s 2019 Magic Quadrant for personalization 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 personalization engine market and why?
● What capabilities and characteristics to seek in a personalization engine vendor?
● How the market for personalization tools is evolving and converging and the implications?
Tuesday, June 02, 2020 02:15 PM|Tuesday, June 02, 2020 03:00 PM
Lizzy Foo Kune, Sr Director Analyst, Gartner
Heather West, Head of Public Policy, Americas, Mozilla, Corp.
People accept robots that look like cartoons, or seem to be human, but reject uncanny resemblances - those resemblances somewhere between a person and a cartoonish depiction. The Uncanny Cliff of Privacy occurs when too much (rather than too little) data is used to personalize customer experiences, and begins to feel creepy. How do marketers figure out where the right balance is, and respect consumers' privacy preference? Heather West, Head of Policy for the Americas at Mozilla, will join us in this session to explore the following topics:
- How do consumers feel about their privacy and their data?
- How do brands and platforms in plan for a future that includes more regulation and increasingly limited access to data?
- How should I construct marketing and advertising programs that respect consumers' privacy preferences?
Tuesday, June 02, 2020 04:15 PM|Tuesday, June 02, 2020 05:00 PM
Danielle Bailey, Managing Vice President, Gartner
The digital future of retail is now—it’s just not in the US. Racing ahead to become the world’s omnichannel and e-commerce capital, China is a global testing ground for brands’ most innovative digital initiatives. This presentation will explain how the China market functions as a digital bellwether for global retail. In this session, you will learn:
- What the future holds for social commerce in the US based on what’s happening on apps like WeChat and TikTok in China.
- How China is ahead on omnichannel technology in areas including AI, mobile payments and data-driven product development.
- How brands in China are digitizing experiential marketing and bridging the gap between online and offline.
Wednesday, June 03, 2020 09:00 AM|Wednesday, June 03, 2020 09:45 AM
Rick LaFond, Sr Principal, Advisory, Gartner
Sales enablement platforms efficiently equip an organization (and sellers) with the information, insights and tools needed to perform their jobs effectively - closing more deals and driving growth. Sales Enablement is a specific function that focuses on both the sales process and customer journey, bridging the gap between marketing, sales, and customer support. Given the growing ecosystem of sales enablement and engagement vendors, what capabilities will be critical to your team. In this session, we will discuss:
- The sales enablement and engagement markets - areas of overlap and differences
- Critical capabilities marketers need
- Select criteria and approach for finding the right platform to meet your sales enablement needs
Wednesday, June 03, 2020 10:45 AM|Wednesday, June 03, 2020 11:30 AM
Benjamin Bloom, Sr Director Analyst, Gartner
Marketing technology leaders help CMOs craft well-informed technology strategies and roadmaps. Winning the competition for in-demand talent relies on identifying leaders who can develop and manage the marketing technology portfolio. In this session, you’ll learn:
-The trending skills that set marketing technology leaders apart
-How to align job descriptions to your organization’s marketing and business objectives
-Ways to maximize martech effectiveness by transforming talent gaps into mature capabilities
Wednesday, June 03, 2020 01:30 PM|Wednesday, June 03, 2020 02:15 PM
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