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

Keynote: Connect for Resilience and Growth

Carlos Guerrero, Sr Director, Advisory, Gartner

Dorian Cundick, VP, Advisory, Gartner

Mike McGuire, VP Analyst, Gartner

In nature, connected ecosystems enable life to survive the harshest catastrophes and to adapt and thrive when conditions stabilize. Today, our future growth depends on our ability to renew our connections with customers, employees, business partners and leaders across the enterprise to establish new networks for communication and collaboration.

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

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

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

Halle Feuerman, Principal, Advisory, 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 / 11:45 AM - 12:15 PM EDT

CMOs Place Strategic Bets to Return to Growth — 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) How marketing budgets have recovering 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 - 12:15 PM EDT

Customer Experience 101: Does Your CX Program Has 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 / 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 / 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 peers

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

The Blueprint for Accelerating Growth: 6 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

Ask the Expert: Manage Marketing Analytics More Effectively

Jason McNellis, Sr Director 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 on about managing, operating, staffing, recruiting, and upskilling your marketing analytics team.

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

Building a Marketing Culture of Resilience in a Fast-Changing Environment

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 - 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 63% 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 / 01:15 PM - 01:45 PM EDT

What Marketers Need to Know About Walled Garden AI Algorithms and 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 / 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 / 01:15 PM - 01:45 PM EDT

Embrace Imprecision: Make Good Decisions with Bad 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 - 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? In this session we'll explore and discuss peer efforts.

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

Building a Business Case for B2B Digital Commerce

Kyle Rees, Director, Research, 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 / 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 - 03:15 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 - 03:15 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 / 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

3 Keys to Building Content for Younger Consumers

Lindsey Roeschke, Director Analyst, Gartner

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.

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

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

Creating an Omni-Channel 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.

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.

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

Kristina LaRocca-Cerrone, 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 – The Importance of Digital Marketing Leadership to 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 of the digital marketing leader and how these are evolving; 2) How the changing scope, responsibilities and interdependencies of digital marketing leaders support their organization’s ability to acquire and retain customers; 3) The key strategic and execution challenges that digital marketing leaders face in 2021 from existing and as-yet unknown disruptive changes.

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. Attendees will be empowered to make informed decisions and advise stakeholders about orientation and investment in these techniques. We'll present both academic and real-world evidence to support our perspective.

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 / 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

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

Build Marketing Strategies With Measurement and Optimization 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 / 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

Lost in Your Marketing Data? Build a Map.

Lizzy Foo Kune, VP 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 / 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 / 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

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 / 02:45 PM - 03:15 PM EDT

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

Michele Buckley, VP Analyst, 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 / 02:45 PM - 03:15 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.

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 / 02:45 PM - 03:15 PM EDT

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

Jane-Anne Mennella, VP, Team Manager, 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 / 03:30 PM - 04:00 PM EDT

CMO Story: Using Digital Investments to Drive Growth at EDC

Carlos Guerrero, Sr Director, Advisory, Gartner

As the VP of Marketing 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 / 03:30 PM - 04:00 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

Emerging Channels and Trends Disrupting the Social Media Landscape

Sarah Marzano, 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 / 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 / 03:30 PM - 04:00 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

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

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 / 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 - 12:15 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 / 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 - 01:45 PM EDT

Adapting to Evolving B2B Buying Behavior to Achieve Commercial Success

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

This session will help B2B CMOs respond to the ever-changing, and increasingly digital, B2B marketplace by adding "good friction" into your customers’ journey. Join this session to learn why seamlessness is insufficient for digital differentiation and what you can do to create impactful digital experiences.

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

Data Interpreters: The Key to Marketing Organizational Impact

Kyle Rees, Director, Research, 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 / 01:15 PM - 01:45 PM EDT

Inspiring Brand Advocates With Your Corporate Narrative: Three Practical Use Cases

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 / 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 / 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

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 by adding "good friction" into your customers’ journey. Gartner experts will answer your questions on buying behavior, the impact of digital buying, drivers of buyer confidence, and more.

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

Mandi Bishop, 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

Colin Gilbert, VP 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 / 02:45 PM - 03:15 PM EDT

Optimizing Ad Messaging, Voiceover and Background Music for a Post-Pandemic 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 - 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 / 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 / 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 / 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

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.

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.

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