Agenda

Attendees explored the latest marketing technology and trends, demand generation, and more at Gartner Marketing Symposium/Xpo™.

2021 day highlights

The 2022 Gartner Marketing Symposium/Xpo agenda is currently being developed and we look forward to sharing it soon! In the meantime, explore top highlights and sessions shared during the 2021 virtual conference.

Day #1

Top attended sessions:

Customer Experience 101: Does Your CX Program Have What It Needs to Succeed?
Rebalancing Channels for a Best-in-Class Digital Marketing Strategy
Four Critical Components of Highly Effective Content Strategies
Embrace Imprecision: Make Perfectly Good Decisions With Imperfect Marketing Data
Why Digital Experiences Don't Pay Off, and How to Avoid That Fate

Key takeaways from the Gartner Keynote: The Ecology of Vital Connections - New Pathways for Resilience and Growth

Speakers: Dorian Cundick, Vice President, Advisory, Gartner, Mike McGuire, Vice President Analyst, Gartner, and Carlos Guerrero, Senior Director, Advisory, Gartner

“At this moment of heightened uncertainty and pressure, marketing’s ability to form and nurture vital connections will make or break their success.”
“Marketers need to re-establish and fortify connections across the stakeholder landscape: employees, business partners, and—of course—customers.”
“Now is the moment for marketing leaders to recognize and assert their role as the chief stewards of these vital connections—–as Chief Connection Officers.”
“If marketing leaders can help employees feel a bit more grounded, with a little more control, and part of something bigger—they have a real chance to invigorate performance, loyalty, and brand advocacy.”
“Most marketing organizations are solely focused on demonstrating their value and showcasing their contributions to the bottom line, but that’s inherently a one-sided relationship. Instead, marketing must shift focus from “us”—as a single node in an ecosystem—to “us and our partners.”

Day #2

Top attended sessions:

Beyond the Specialist Silo – Moving Digital Marketing to the Center of the Enterprise
Lost in Your Marketing Data? Build a Map.
How Marketing Analytics Drives Value in Your Organization
Driving Behavioral Change to Achieve a Customer-Centric Culture
Build Marketing Strategies With Measurement and Value at Their Core

Key takeaways from Building Brand Connection Through Social Impact:

Speaker: Dorian Cundick, VP, Advisory, Gartner

“65% of audiences say they are more willing to boycott companies that don’t do social good, versus five years ago.”
“When organizations’ actions and words demonstrate authentic commitment, audiences should feel connected to them.”
“While authentic commitment does build connection, layering in personal fulfillment has a stronger impact.”
“Authentic commitment to social impact is necessary but insufficient for driving organizational connection. What matters far more is the degree to which the organization’s social impact activities benefit audiences on a personal level.”
“Illuminating personal values, empowering action, and fostering connection are three different approaches to creating personal fulfillment for key audiences.”

Day #3

Top attended sessions:

Designing the Always-On Marketing Machine
Build a Marketing Measurement Framework That Lasts
Process, Projects and Priorities – How the Best Marketing Leaders Conquer Agile Work Management
Data Interpreters: The Key to Marketing Organizational Impact
The Future of Content Operations: How to Deliver Marketing in a Changing World

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

Speakers: Anna Maria Virzi, Principal Analyst, Gartner

"A Gartner survey of marketing analytics practitioners found that analytics influenced only 54% of marketing decisions, exposing that analytics are not living up to senior marketers’ expectations.”
“Before visualizing data, marketing operations leaders must think critically about how they will source, model, and manipulate data.”
“Manipulating data refers to the organization and storage of data, including the cleanup of databases. This is not about manipulating data to get the outcomes we want.”
“The Johns Hopkins University COVID dashboard, which became the true north for obtaining information about the global pandemic, is a standout example of data wrangling under extreme conditions.”
“When visualizing data, marketers need to ensure that their data visualizations are credible, provide context, and support decision making.”
"As a data-driven marketer, you need to understand what types of decisions that audiences expect to make based on a given data.”

View By:

A look back at 2021's agenda

Day 1 / Tuesday, August 31, 2021

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

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

Carlos Guerrero, Sr Director, Advisory, Gartner

Dorian Cundick, VP, Advisory, Gartner

Mike McGuire, VP Analyst, Gartner

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

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

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

Ewan McIntyre, VP Analyst, Gartner

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

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

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

Augie Ray, VP Analyst, Gartner

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

Tuesday, August 31, 2021 / 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 your peers

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

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

Robert Blaisdell, Sr Director Analyst, Gartner

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

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

Four Critical Components of Highly Effective Content Strategies

Patryck Allen, Sr Director, Advisory, Gartner

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

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

Ask the Expert: Level Up CMO Influence in Digital Business

Carlos Guerrero, Sr Director, Advisory, Gartner

Janine Kanters, Sr Principal, Research, Gartner

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

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

Ask the Expert: How to Create Insightful, Actionable Personas

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

Cassandra Nordlund, Director, Advisory, Gartner

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

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

Roundtable: Our Love/Hate Agency Relationships

Jay Wilson, VP Analyst, Gartner

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

Tuesday, August 31, 2021 / 12:30 PM - 12:50 PM EDT

6sense: A Tale of Two Quarters: How RepTrak Crush Their Goals with Predictive Buying Stages

RepTrak’s proprietary model is the global standard for measuring and analyzing the sentiment of the world using proven data science models and machine learning techniques. By taking a similar data-driven approach with their marketing, RepTrak’s journey of testing its go-to-market strategy with and without the power of AI is eye-opening. Hear first-hand what happens when you embrace the 6sense strategy.

Tuesday, August 31, 2021 / 12:30 PM - 12:50 PM EDT

Sitecore: Mastering Customer Emotions through Moment to Moment CX

Paige O'Neill, CMO, Sitecore

For years, marketers have focused on key points in the customer journey. In a digital experience economy where more curious & demanding customers can get exactly what they want, it’s pivotal to show you understand & can respond to their needs. Paige reveals how the emotions and feelings that customers take away from each moment are what matters most, & how leading brands are creating memories to win their customers’ time, attention, & loyalty.

Tuesday, August 31, 2021 / 12:30 PM - 12:50 PM EDT

Vibes: Improving the Customer Loyalty Experience Through Mobile Wallet with Redbox and Vibes

Alex Campbell, Co Founder & CIO, VIBES MEDIA - IL

CMOs and marketing teams win big today by building relationships with consumers how consumer build relationships with each other: through SMS messaging and Mobile Wallet.

Join Mike Feldner from Redbox and Alex Campbell from Vibes and learn how Redbox is using mobile wallet to improve the customer loyalty experience and how they increased acquisition and adoption of Mobile Wallet in their customer base.

Tuesday, August 31, 2021 / 12:30 PM - 12:50 PM EDT

Microsoft: Redefine Marketing's Role as a Business Builder

Nick Cerise, Chief Markerting Officer, TTEC

Empower your teams with the technology, data and processes to foster deeper connections and create brand advocates for a lifetime. Join us to learn more about how you can unlock next-level business growth with an end-to-end customer engagement strategy that considers the people in front of, and behind, the tech.

Tuesday, August 31, 2021 / 12:30 PM - 01:15 PM EDT

Roundtable: 7th Edition State of Marketing Report, moderated by Salesforce

Emily Fultz, Manager, Marketing Cloud Product Marketing , Salesforce

The past year has been full of unexpected challenges. The pace of digital transformation has accelerated to nearly instantaneous. And customers expect us to adapt to their digital needs, and meeting them where they are is imperative to success.

That’s core to why Salesforce conducts the annual State of Marketing report. In this roundtable, we will discuss:

- Evolving priorities and challenges
- Digital Transformation
- Measuring success

Tuesday, August 31, 2021 / 12:30 PM - 01:15 PM EDT

Roundtable: The Way the 3rd Party Cookie Crumbles, moderated by OneTrust

As we move towards the end of third-party cookies, marketers must be aware of the changing landscape and have a plan for the future. Building customer trust, proprietary data sets, and zero- and first-party data capture is now critical. What do you need to know? What strategies should you put in place as third-party cookies change and customer trust becomes critical?
Join OneTrust's roundtable discussion to address these questions, and more.

Tuesday, August 31, 2021 / 12:55 PM - 01:10 PM EDT

Product Demo by Alida: Delivering Extraordinary Brand Experience

With competitors one click away and brand loyalty at an all time low, companies must put greater focus on delivering extraordinary brand experiences. In this session, Alida's Kathryn Amalfitano, Solution Engineer, will reveal how leading brands are using the Alida platform to monitor and improve how their brands are perceived, leading to higher sales volumes, more brand advocates, and higher prices for products.

Tuesday, August 31, 2021 / 12:55 PM - 01:10 PM EDT

Product Demo by Outlier AI: Turn Your Data Into Action

Anthony Watkins, VICE PRESIDENT, PRODUCT, Outlier AI

Outlier uses AI to automatically analyze your marketing data, uncovering business insights you would never have seen before. Completely unlike traditional analytics dashboards, Outlier delivers insights through a daily email briefing as simple and easy to read stories—each with a headline and graph identifying the unexpected change, as well as details which help users understand impact, potential root causes, and areas for further exploration.

Tuesday, August 31, 2021 / 12:55 PM - 01:10 PM EDT

Product Demo by Hushly: B2B Buyer Experience and Conversion Platform with new ABM capabilities

Geoff Rego, CEO, Hushly

Hushly’s CEO & CoFounder will spend 15 minutes on this live session to walk through Hushly’s overall capabilities and explore in more detail Hushly’s newly released ABM product that’s taken an early leadership position in the market by providing account focused experiences and bespoke content journey’s to all members of the buying team.

This will be an interactive session with live Q&A going on throughout.

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

Ask the Expert: Manage Marketing Analytics More Effectively

Jason McNellis, Sr Director Analyst, Gartner

Lizzy Foo Kune, VP Analyst, Gartner

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

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

Building a Team Culture of Resilience Through Change

Iliyana Hadjistoyanova, Director, Advisory, Gartner

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

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

How to Equip Your Channel Partners With Effective Sales Enablement Content

Rick LaFond, Director Analyst, Gartner

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

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

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

What Marketers Need to Know About Big Tech and AI Ethics

Andrew Frank, Distinguished VP Analyst, Gartner

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

Tuesday, August 31, 2021 / 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 Perfectly Good Decisions With Imperfect Marketing Data

Lizzy Foo Kune, VP Analyst, Gartner

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

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

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

How to Design the Perfect Martech Ecosystem to Enable Exceptional Results

Amy Jenkins, Director Analyst, Gartner

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

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

Roundtable: Successful Career Pathing for Marketers

Michael McCune, Sr Director, Advisory, Gartner

Aparajita Mazumdar, Principal, Research, Gartner

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

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

Roundtable: Address Diversity and Inclusion in Marketing

Anna Maria Virzi, Principal Analyst, Gartner

Jay Wilson, VP Analyst, Gartner

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

Tuesday, August 31, 2021 / 02:00 PM - 02:20 PM EDT

Conversica: How Omnichannel Conversational AI Optimizes Every Stage of the Funnel

Rashmi Vittal, CMO, Conversica

Customer expectations for personalized experiences are higher than ever. But unique interactions are tough to scale.

Conversational Marketing connects the dots for ABM, Demand Gen and customer experience—helping Marketers drive quality pipeline for the Sales team.

Join Conversica CMO Rashmi Vittal as she discusses the Conversational Marketing revolution:
Engage every lead at scale
Accelerate sales-ready leads
Boost ROI
Attract quality pipeline

Tuesday, August 31, 2021 / 02:00 PM - 02:20 PM EDT

Highspot: How to Prove and Optimize Product Marketing ROI

Lucas Welch, Senior Director, Highspot

Consistently measuring product marketing ROI is the foundation for optimizing impact amidst the rapid change we’re all experiencing. Hear from Coupa about how they leveled up their impact through actionable measurement, scalable processes, and sales enablement. Learn how to strengthen product marketing’s role in the revenue engine, choose the right metrics for your organization, and optimize performance through data-driven insights.

Tuesday, August 31, 2021 / 02:00 PM - 02:20 PM EDT

Salesforce: Insights and Tips from 8,200 Marketers Succeeding from Anywhere

Emily Fultz, Manager, Marketing Cloud Product Marketing , Salesforce

Learn how marketing is evolving. We’ll dive into brand new trends and insights from our 7th State of Marketing report, you’ll walk away with new ideas on how to:

- Evolve your marketing messages and campaigns to market from anywhere
- Transform to adapt to the digital-first world
- Collaborate across all departments in a distributed workforce
- Use data to achieve a unified view of your customer

Tuesday, August 31, 2021 / 02:00 PM - 02:20 PM EDT

Treasure Data: How to Leverage “Data Gravity” for Greater Marketing ROI and Beyond-Marketing Results

The next phase of growth for enterprises requires tapping into relevant and actionable customer insights. Getting meaningful value starts with a scalable, unified and centralized customer data foundation - and the big returns come when those insights get applied by functions beyond marketing. This session will highlight: 1) How to achieve data gravity 2) Why unified data is critical to marketing efficiency 3) What functional areas can expect high ROIs

Tuesday, August 31, 2021 / 02:00 PM - 02:45 PM EDT

Roundtable: Build a Future-Proof Marketing Solution, Moderated by Microsoft

Jim Nakashima, Partner Director, Microsoft Dynamics 365 Marketing, Microsoft

Today's customers are expecting a personalized level of support and engagement from brands, while demanding security and privacy of their data. Join this discussion with industry experts to hear more about how to build a future-proof marketing solution that consistently engages your customer at every touch point and can evolve as rapidly as your customers' expectations do.

Tuesday, August 31, 2021 / 02:00 PM - 02:45 PM EDT

Roundtable: Cut Through Digital Sameness: Overcome Personalization Paralysis & Gain Your Xp Edge, moderated by Sitecore

Strong relationships and tailored, helpful experiences require new technology approaches that focus on building human connections with customers in a digital world. While 86% of customers see personalization as a critical factor when engaging with a brand, Gartner is also predicting by 2025, 80% of marketers will abandon their current personalization efforts and start again. Is it time for you to take a fresh look at your digital experience?

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

Building a Business Case for B2B Digital Commerce

Kyle Rees, Sr Director Analyst, Gartner

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

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

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

Establish Your Organizational Stance on Societal Issues Like Racism

Dean Vitté, Director, Advisory, Gartner

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

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

Roundtable: Shifts in Customer Listening Strategies

Leah Leachman, Sr Principal Analyst, Gartner

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

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

Workshop: Navigating Marketing Teams Through Change

Emmett Fitzpatrick, Sr Principal, Advisory, Gartner

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

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

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

Nicole Greene, Sr Director Analyst, Gartner

Cassandra Nordlund, Director, Advisory, Gartner

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

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

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

Halle Feuerman, Principal, Advisory, Gartner

Rick LaFond, Director Analyst, Gartner

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

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

3 Keys to Building Content for Younger Consumers

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

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

Alice Walmesley, Director, Advisory, Gartner

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

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

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.

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

How to Improve Martech Procurement With Clear and Measurable Use Cases

Joseph Enever, Sr Director Analyst, Gartner

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

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

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

Hillary Plank, Director, Advisory, Gartner

Brianna Lux, Director, Advisory, Gartner

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

Tuesday, August 31, 2021 / 04:15 PM - 04:45 PM EDT

Gartner for Chief Marketing Executives Interview with Michael J. Fox

Michael J Fox, Actor, Author, Producer, and Activist,

Get ready to be inspired! Join us for this Gartner for Chief Marketing Executive exclusive, once in a lifetime moderated interview with iconic actor, author and advocate, Michael J. Fox. Michael will share stories from his incredible career and predisposition to look at challenges, through a lens of optimism and humor. This is one session you aren’t going to want to miss!

Day 2 / Wednesday, September 01, 2021

Wednesday, September 01, 2021 / 11:00 AM - 11:30 AM EDT

Guest Keynote: Interview with Tim Brown

Tim Brown, Leading Voice for Design Thinking, IDEO

Tim Brown is the Executive Chair of IDEO, having served as CEO and President from 2000 to 2019. He frequently speaks about the value of design thinking, creative leadership and innovation to business leaders and designers around the world. An industrial designer by training, Tim has earned numerous design awards and has exhibited work at the Axis Gallery in Tokyo, the Design Museum in London, and the Museum of Modern Art in New York. He takes special interest in the convergence of technology and the arts, as well as the ways in which design can be used to promote the well-being of people living in emerging economies.
In this unique interview, Tim will share his thoughts on leadership, creativity and sustainable growth and transformation

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

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

Noah Elkin, VP Analyst, Gartner

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

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

Can Machines Learn Persuasion? Evidence and Implications of Influence Engineering

Andrew Frank, Distinguished VP Analyst, Gartner

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

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

Building Brand Connection Through Social Impact

Dorian Cundick, VP, Advisory, Gartner

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

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

Ask the Expert: Post-Cookie Identity Management

Eric Schmitt, Sr Director Analyst, Gartner

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

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

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

Alexandra Earl, Sr Director, Advisory, Gartner

LK Klein, Director, Research, Gartner

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

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

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

Brianna Lux, Director, Advisory, Gartner

Chris Ulrich, Expert & Actor, CU IN THE MOMENT

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

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

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

Mary Mesaglio, Managing Vice President, Gartner

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

Wednesday, September 01, 2021 / 12:30 PM - 12:50 PM EDT

Acquia: How to Prepare for a Cookieless Future - 5 Steps Marketers Should Take Now

For marketers, the only constant is change. And for marketers, the big changes today center on data privacy protection and the evolution in cookie policies from ad platform giants. While marketers were recently given some breathing room to prepare for these changes, there are important steps we can take right now to prepare for the shift while continuing to grow business revenue. Join this session to learn how to win in this changing tide.

Wednesday, September 01, 2021 / 12:30 PM - 12:50 PM EDT

ActionIQ: News Corp Drives Consumer Revenue Strategies with a CDP

Even before recent changes to third-party cookies shook up ad-based revenue models, News Corp invested deeply in growth through direct customer relationships. With customers spanning diverse brands like Wall Street Journal, HarperCollins, and New York Post, unifying and activating customer data in cohesive customer experiences is easier said than done. Learn how Esfand Pourmand, SVP of Global Subscriptions, integrates technology and business processes to drive new consumer revenue strategies at News Corp.

Wednesday, September 01, 2021 / 12:30 PM - 12:50 PM EDT

Informatica: Forging a Strong CMO-CIO Bond

Jennifer McGinn, Sr. Director Marketing, Informatica

The relationship between marketing and IT has been a topic of great debate for more than a decade. The explosion in data driven by mobile, social, digital, cloud—and most recently the COVID pandemic—has dramatically reshaped expectations and priorities. Join Informatica marketing leaders for a candid conversation about the opportunity for marketing and IT to collaborate on the execution of a data-driven B2B marketing strategy.

Wednesday, September 01, 2021 / 12:30 PM - 12:50 PM EDT

Optimizely: Build Adaptive Experiences with the Leader in DXP

Kevin Li, --, Optimizely

In a rapidly changing world where digital is no longer a strategy but a main way you conduct your business, focusing on experience is a proven way to win in these uncertain times. Join us for a discussion on how a unified yet composable digital experience platform (DXP) helps you create compelling experiences, optimize each interaction based on real-time intent, and use data to test and learn into new market opportunities.

Wednesday, September 01, 2021 / 12:30 PM - 01:15 PM EDT

Roundtable: Accelerate Your Advertising Innovation: In-Housing & Automation, Moderated by Centro

Marketers are looking for more control and transparency in their digital advertising to edge out competitors and improve their campaign, team, and business performance. To do this, digital media responsibilities are shifting from agencies to in-house teams. The In-Housing & Automation Roundtable will focus on how to future-proof your organization through automation and how to accelerate your advertising innovation through in-housing.

Wednesday, September 01, 2021 / 12:30 PM - 01:15 PM EDT

Roundtable: ABM for Manufacturing: How Baker Hughes went from ‘ABM Doubter’ to ‘ABM Powerhouse’ , moderated by 6sense

Greg Smith, Account Director, BusinessOnline

ABM isn’t just for early adopters anymore. Large, complex, change adverse Fortune 500 companies, like Baker Hughes, are reaping the rewards. From gaining executive buy-in to implementing full change management all the way to driving ROI, we’ll show you how a slow-moving organization got into the express lane to ABM success. Join BakerHughes, BusinessOnline, and 6sense for a discussion on how to get started with ABM while avoiding the typical speed bumps. We’ll cover best practices on: 1) Building a strategy for revenue team alignment and adoption; 2) Reaching out to the right people at the right time with the right message; 3) Orchestrating hyper-targeted, personalized campaigns at scale; 4) Proving pipeline, revenue, and business impact from account-based programs.

Wednesday, September 01, 2021 / 12:55 PM - 01:10 PM EDT

Fireside Chat: Interview with Tim Brown

Join us for this 15 minute fireside chat with our day two keynote speaker, Tim Brown. Exclusively for CMO Circle attendees, we'll get to delve a little deeper into his personal thoughts around success, failure and the traits that define true leadership.

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.

Rachel Smith, Assoc Principal Analyst, Gartner

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

Wednesday, September 01, 2021 / 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

CMO Story: Using Digital Investments to Drive Growth at EDC

Carlos Guerrero, Sr Director, Advisory, Gartner

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

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

Ask the Expert: Adapting to Evolving B2B Buying Behavior

Brent Adamson, Distinguished VP, Advisory, Gartner

Kristina LaRocca-Cerrone, Director, Advisory, Gartner

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

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

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

Benjamin Bloom, VP Analyst, Gartner

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

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

Ask the Expert: Comms Edition

Brianna Lux, Director, Advisory, Gartner

Dean Vitté, Director, Advisory, Gartner

Emmett Fitzpatrick, Sr Principal, Advisory, Gartner

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

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

Ask the Expert: Website Content Strategy 101

Laurel Erickson, Sr Director Analyst, Gartner

Nicole Greene, Sr Director Analyst, Gartner

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

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

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

Sally Witzky, Sr Director, Analyst, Gartner

Aparajita Mazumdar, Principal, Research, Gartner

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

Wednesday, September 01, 2021 / 02:00 PM - 02:20 PM EDT

Integrate: How to Execute a Buyer-First Digital Strategy with Precision

Now more than ever, the buyer’s journey is a digital one. Join us to learn how Tenable moved beyond target account lists and made the shift toward consumer-like experiences that connect with buyers. We’ll share successful tactics and technologies to execute on a buyer-first digital strategy that enables connections with previously unknown buyers and accounts at exactly the right time.

Wednesday, September 01, 2021 / 02:00 PM - 02:20 PM EDT

Centro: Automation Now: The Age of Disruption for Adtech & Every Industry on the Planet

Consumers, business leaders, and investors alike claim to understand digital disruption across industries. But trends suggest this isn’t always the case. 20 years of disruption across countless product offerings and sectors, a clear divide has surfaced. This presentation brings clarity to why marketing leaders must prioritize automation to protect their businesses from impending effects of disruption in advertising.

Wednesday, September 01, 2021 / 02:00 PM - 02:20 PM EDT

Demand Science: Data Policy Changes & COVID Challenges: How Marketers Can Thrive with Better Intel

Organizations have not yet solved the privacy policy compliance puzzle (GDPR & CCPA) and there are looming cookie policy changes from Google. The unique landscape of just doing business in 2020 has forever changed how companies reach customers. Now it’s even more critical for marketing leaders to plan for the future by choosing the most optimal data needed for success, and by utilizing all-in-one tech stacks for continued business performance.

Wednesday, September 01, 2021 / 02:00 PM - 02:20 PM EDT

OneTrust: Building Consumer Trust by Valuing Privacy

Blake Brannon, Chief Strategy Officer, OneTrust

In today’s changing privacy and technology landscape, building trust with your customers is critical. With a customer-centric, privacy-first strategy, marketers can meet compliance requirements, deliver new and engaging user experiences, build trust with customers through transparency, and more. Join OneTrust's session to gain an understanding of how to incorporate consent and privacy strategies across your marketing efforts.

Wednesday, September 01, 2021 / 02:00 PM - 02:45 PM EDT

Roundtable: The Marketer’s Guide to Using Your Website as a 24/7/365 Lead Machine, moderated by Acquia

Lynne Capozzi, CMO, Acquia

There are more than 8,000 marketing technology tools available today but there’s only one that’s a constant for every business. While a website may feel like table stakes, it can still be a game changer. Marketers need to view their largest single branded property as their biggest opportunity to drive a great customer experience by implementing crucial tools like CDP and personalization to ensure customers are seen, heard, and understood.

Wednesday, September 01, 2021 / 02:00 PM - 02:45 PM EDT

Roundtable: Turning Marketing Into a Revenue Powerhouse, Moderated by Highspot

Jarod Greene, VP Product Marketing, Highspot

Marketers are no longer measured by brand awareness or MQLs alone. Today you're responsible for driving revenue. Join marketing leaders in a small interactive discussion about how to improve marketing ROI and drive consistent go-to-market execution. Learn the keys to land campaigns with your salespeople, deliver content with guidance to help sellers win bigger deals faster, and connect marketing’s performance to revenue & drive measurable impact.