4 tailored streams to help you get your marketing stacked – whatever your industry or objectives. You’ll have access to a huge choice of targeted, practical learning and inspiration.
Stream 1iKeynoteGet Stacked features a carefully curated, high-calibre agenda of keynote speakers sourced from the leading names and influencers in the B2B space. The result is an unrivalled programme of the most inspiring and enlightening speakers and presentations that provide an exciting and motivational day of learning and development.
Stream 2iInTechLaunched in 2014, InTech – now a key breakout stream at Get Stacked – is for marketers at the forefront of the B2B tech sector. Attendees to this stream will be looking for the latest strategies, tactics, ideas, and inspiration for creating growth-driving marketing. Stream sponsored by MOI Global
Stream 3iEarly stageThis stream is for people who have:
- Minimal and adhoc automation.
- No defined responsibilities.
- No formal martech strategy or plan.
- Using less than 10% of the features available on tech platforms.
- Limited integration and evaluation.
- Historic customer data and insight.
Stream 4iMid maturityThis stream is for people who have:
- A martech (including automation) strategy and plan in place.
- Adopted some platforms and tools in a tech stack.
- Used less than 50% of the features available on tech platforms.
- Lead quality management and nurturing automation in use.
- Some personalised, automated campaigns in place across some channels.
- Some integration in place.
- Targets and success evaluation in place.
- Real-time customer insight and interaction automation.
Stream 5iAdvancedThis stream is for people who have:
- Fully automated, personalised, cross-channel, cross-lifecycle CX.
- Full tech-stack integration and single customer view.
- Tech culturally embedded in organisation.
- Predictive data modelling and AI in use.
- Big data analytics.
- Continuous analysis and performance optimisation.
Head of content ,B2B Marketing
Marketing Director,Marketo an Adobe Company
VP Marketing,Community Brands
Exclusive new research from B2B Marketing, in association with Martech Tracker, reveals the true state and make-up of the tech stacks of B2B brands - including where the biggest problems of deployment and integration sit. In this session, we’ll unveil the findings on our latest study, plus hold a panel discussion on the burning issues around martech investment and deployment. Key areas of focus will include: Which platforms make up the average marketing tech stack How your tech stack compares to your competitors The average budget for martech, now and for the year ahead An appraisal of the industry's current martech use and satisfaction Which martech solutions B2B marketers are looking to invest in nextView Session Details
Technology powers everything in marketing. It’s what makes marketing strategies, programs, and tactics not only possible but scalable. Due to this, we’ve become overly enamored with our martech stacks and the thousands of martech vendors available to select from – and sometimes their promises don’t match your reality. In this session, Jay Famico, former head of marketing technology at SiriusDecisions and now CEO of Capstone Insights, will challenge conventional martech wisdom and explain why we need a different mindset and approach to maximize effectiveness and returns. He’ll present a new framework to help make decisions, improve strategy, and he’ll examine the ongoing evolution of martech, what that means for your marketing investment, and what you need to do to be successful with it. You’ll learn: How to use a structured (and rational) approach on how to think about and manage your martech stack. How to effectively align martech and sales-tech together. How to make better martech buying decisions. How to better justify your martech strategy and investment to stakeholders. How to effectively future-proof your martech strategy in a rapidly evolving world.View Session Details
Gareth Case is a marketing leader who witnessed first hand the explosion of B2B martech experiencing both the enormous benefits and significant challenges that this can bring. In this session, Gareth will share with you his key learnings from a decade at the sharp end of rapid evolution, pragmatic deployment and seat-of-the-pants learning. You'll get the chance to learn from the various radically different scenarios and martech conundrums he has faced along his journey – from building a new stack at a greenfield company with no pre-existing martech (Xchanging), to a global corporate with a bewildering array of tech available, (CSC) to a pre-existing highly efficient stack that needed to be tuned for accelerated growth (Redstor). You’ll hear from eye-opening real-world examples of businesses that got their tech stack right, and some that got it badly wrong. And you’ll learn from Gareth’s own battle-born experience of: How to navigate the crazily complex martech landscape and make the right technology choices. How to get financial and emotional buy-in to your tech stack, from your business. How to ensure your martech aligns to your strategy, goals, and objectives. How to create a team structure that's the right fit for your tech stack. How to max your martech ROI. How to elevate your personal brand within the business and be a martech hero.View Session Details
Senior field marketing manager EMEA,Demandbase
With over 70% of B2B buyers starting their research with a generic search, understanding your buyer is critical. To get ahead of the competition, B2B marketers must reach key decision makers as early as possible in the buyer’s journey. Using Real-Time Intent technology identifies the online activities of accounts and buying committees to capture their first moment of interest in your products and services. You no longer need to wait for a hand raise, Real-Time Intent lets you know what your target accounts are interested in, at that very moment of interest. Join us as we take a deep dive into how real-time intent can help you: Identify accounts that are showing the greatest intent for a specific topic. Target accounts who are starting to research one of your competitors. Deliver customised, relevant messages that fit each phase of the journey. Trigger sales outreach for any account that shows a spike in intent.View Session Details
This presentation will help marketing practitioners establish the marketing technology (martech) strategy that best suits their business model and target market. It also explains how to research potential vendors and service providers to find the most suitable vendor partnership. Peter provides an independent view of the vendor selection process. He will compare the different sources of research available to buyers and provide actionable advice about establishing a realistic martech strategy. After this presentation you will be able to: Differentiate between the archetypes of martech based on their target customers Understand how to research the vendor landscape Compare an application strategy with a business process automation project Understand the business risks involved in vendor selectionView Session Details
Marketing Director,Marketo an Adobe Company
Marketing metrics and analytics—done correctly—can be a strategic enabler of trust, greater budget, and increased business impact. Today’s Marketer is allocating more time and budget than ever before to understand marketing’s performance and influence on growth. This session will explain how to measure the impact of your marketing programs’ impact on revenue and profit. In this session you will learn: How multi-touch attribution works – and why it’s better and more relevant than other forms of marketing measurement The role of technology in multi-touch attribution How NOT to do it! The primary pitfalls, and how to avoid them What it means for your relationship with sales The future of multi-touch – how it’s evolving, and unlocking new insights and opportunitiesView Session Details
11:30 am - 12:00 PM
Shifting the Paradigm on the Value of Marketing Operations: The O2 Story.
Head Of Marketing Operations,O2 (Telefonica UK)
Rebecca Le Grange
Managing Partner,Sojourn Solutions
In 2015, O2’s Marketing Operations team was feeling the pain that many B2B enterprise organizations experience as their business grows and pushes the boundaries of existing marketing infrastructure. There was an overall lack of standards across campaign processes and data management; event lead capture and follow-up was mostly manual; a dependency on a one-way integration from their CRM (salesforce.com) to their MAP (Eloqua) critically impacted their lead management process; agency and partner relationships were completely decentralized; and more. It was clear that to most effectively scale and support pipeline and revenue growth, a more strategic, measurable approach was needed. In the face of the transformation needed to support a rapidly growing business, O2’s Marketing Operations leader, Paul Stevenson, was confident they held a competitive advantage to take on the challenge - that advantage? The Marketing Operations team itself. In this presentation, you will learn more about what it takes to not only move the proverbial needle but completely shift the paradigm on the value of a more mature Marketing Operations team within a leading B2B enterprise organization. Over the next four years, O2’s talented Marketing Operations team embarked on a massive transformation journey, centered on the team’s passion and belief in O2’s business success. Partnered with Sojourn Solutions, the team aligned their journey to a strategic framework allowing them to more collaboratively understand and meet the needs of their business - from challenge analysis to audits to micro-strategies to managing change to measurement. Paul will show you: O2’s Marketing Operations strategy and planning process required for your own transformative journey within a B2B enterprise organization. Key successes and learnings as the Operations team worked through the massive shifts in campaign management, data management, lead management and more and how you can learn from their endeavors. Valuable insights into the change management - arguably the most soul-sucking track - of any business transformation journey How O2 tracks and measures effectiveness and financial performance to ensure peak optimization and how you can implement this into your business. How you can successfully balance team members and consultant talent to accelerate your results. What comes next in the transformation journey.View Session Details
Founder & CEO,Acrolinx
One piece of great content is easy, a thousand great pieces of content is really hard. How can you make it easier for yourself? Creating one piece of hand-crafted content is something most content teams feel comfortable with. But increasingly those teams are overwhelmed with how to meet the demands of creating content at scale, bringing in subject matter experts, writing for different audiences and keeping everything on brand, while telling the story in a clear and consistent way. Fortunately, the latest AI technologies can be part of the solution. In this session, you'll learn: How technology can work together with content teams to make them faster and better What AI technology can and can't do now to help content creation, and what it will soon be able to do. The impact of being good at creating content at scale What your organisation needs to do to get the most out of AIView Session Details
Head of marketing ,Desynit
Everyone is implementing Marketing Automation in their organisation. How hard can it be? The answer is, not hard at all. However, getting it right first time is harder. There are some straightforward practices you can put in place from the beginning that your future self will thank you for later. Aimed at B2B SMBs, with a focus on Pardot or Salesforce, this talk will give you some straightforward guidelines on making sure you make a great start with marketing automation. Amy will cover: Content journey planning. Objective setting. Campaign thinking. Naming conventions. If you are serious about making marketing work in your B2B and are working on either Pardot or Salesforce, then don't miss this talk.View Session Details
Global Managing Director,MOI
Whilst the Martech stack creates a world of opportunity for any business, it’s important to remember that at the heart of any successful campaign sits powerful, hyper-personalised tactics empowered by data and creativity. In this session, Matt Stevens, Global Managing Director at MOI explores the importance of creativity in the context of marketing technology and data, and how the new Demand Centre should be structured to put customers at the heart of your marketing. From enabling account-based everything to hyper personalised engagements, we will explore 5 tactics you should be deploying today to deliver turning-heads communications. In this session you will learn: How the Demand Centre 2.0 is structured to empower customer centric marketing Why data, technology and creative must work together to enable hyper personalised engagements 5 tactics you can deploy to increase marketing effectiveness todayView Session Details
12:05 pm - 12:35 PM
Five questions CMOs should be asking about their martech stacks to make sure they know what's going on
Marketing Operations Consultant,Percassity Associates
Marketing leaders increasingly need to get to grips with the technology that is being deployed by their teams, and not just focussing on messaging and creative. But with the breadth and volume of martech solutions being adopted across the marketing function, what should CMOs, VPs and Directors know about these systems and how they're being used? Simon will be discussing five key questions that heads of marketing operations or technology (or whoever is responsible for martech solutions) should be answering to be sure that the technology is serving the right purpose and delivering value. The types of questions that marketing leaders need to be asking include how does the technology we have support our strategy, where is there overlap between different solutions in the stack and how can we eliminate them and are we effectively collaborating with IT to deploy marketing technology? Attend this session to learn: Ways to ensure that the martech stack is being optimised and not at risk of shiny object syndrome. How to hold marketing teams to account for the technology they are deploying and adopting. Where potential issues can arise with martech and how to deal with them. What IT, finance and sales are thinking about the technology that marketing is using and why it matters. Why it's so important for marketing leaders to understand their martech and not leave it to somebody else. Can't wait until Simon's session on 21 March? Check out his latest blog "Data is dead".View Session Details
12:40 pm - 1:10 PM
Why you need to build a strong spine before you think of getting stacked.
Co-founder & CEO,CleverTouch Marketing
With the distraction and noise coming out of the 8,000+ marketing technology vendors along with that infamous "marketing technology infographic", senior marketers are continually being influenced to implement more and more marketing technology. Much like headache tablets, more is supposed to help, but in fact is making things much worse. Too many organisations have over implemented marketing technology to the point of internal chaos and confusion. Few have taken the time to focus on building a strong and integrated marketing technology spine first. This presentation will provide insights and learnings from the best- and worst-case examples CleverTouch Marketing has seen in over 400 clients, showing you: How to build an effective marketing technology spine before you think of getting stacked. The warning signs that you may have over-invested in marketing technology and under-invested in the resource to make it work. The strategic imperatives that your CEO is looking for from marketing, not necessarily just the implementation of more marketing technology. How a global enterprise implemented and optimised their marketing technology spine and how you can too. Examples of skills and organisational structures to make Marketing Technology effective.View Session Details
Head of EMEA Marketing,Act-On Software
There are many reasons why you might be ready to leave your email marketing platform behind and adopt marketing automation. However with the evolution of martech accelerating at a great speed, are you sure what's the right solution for you? Katie Jameson will help guide you through this fast-paced martech world and the plethora of options laid out in front of you. During the session, you will learn: How technology has evolved to allow you to send more targeted messages in less time. How marketing automation can take your efforts to the next level. How to integrate new technology effectively with your existing platforms. Measuring success with marketing automation tools. Making a business case for investment in marketing automation. The future of marketing automation.View Session Details
CEO & Founder,Turtl
As marketers, we like to think we’re pretty digital savvy and clued-up on what tech can do for us – but is that really the case? Are we actually making the most of what technology can do, or are we still wedded to the offline processes, tools and thinking of yesteryear? Join Nick Mason from Turtl to explore this question and see what opportunities might be going begging.View Session Details
12:40 pm - 1:10 PM
What event exhibitors can learn from the growth of marketing technology
The marketing technology landscape is growing at a rapid rate, but have events been left behind? Join Chris Wickson, CEO of Akkroo, for the 3 key lessons marketers can learn to connect their events with their existing technology stack and accelerate revenue from exhibiting. In this session you will learn: What are the emerging trends in the B2B marketing technology landscape that you can't afford to miss. The true state of exhibiting at trade shows and events. Which types of martech will help to transform your events into a growing revenue channel for 2019.View Session Details
VP Customer Success & Growth, EMEA ,ON24
2018 saw a huge 27% increase in the number of martech solutions available*, but does this proliferation of tech mean marketers are now at risk of letting the procedural take over from the personal? It’s certainly not the plan, but without a clear strategy, your martech stack can build a wall of automation, instead of being the bridge between you and your customer. In this session, discover how behavioural insights from webinars throughout the funnel can humanise your digital marketing and use the strengths of a great martech stack to create personalised triggers and nurtures that accelerate MQLs, create sales buy-in and generate attributable ROI and pipeline. Key takeaways from this session will be: How to identify and collect personalisation data in your webinars The different role of webinar formats in progressing the marketing funnel Triggering personalised nurture in your automation platform Pipeline accelerators for sales buy-in The role of webinars in successful ABM contentView Session Details
02:10 pm - 2:40 PM
Can you really deliver marketing automation on a shoestring? Our minimalist MA experiment...
CEO ,Protocol Global
Here’s a thought: Do you really need millions of pounds to deliver awesome, genuinely engaging marketing automation? Do you even need thousands? What about just hundreds of pounds (and whatever you find down the back of your sofa?). In this session, Justin Hall will explain what you really need in terms of tech and skills to do something genuinely useful and cool - for many reasons. Maybe your team is at the very beginning of its marketing automation journey, maybe your company doesn’t have the budget, maybe you’re a small business - or maybe your a large organisation navigating its way through IT teams red tape and resource issues. If you have limited skills and budget, but still want to make an impact with marketing automation and create awesome campaigns, then this warts-and-all session is for you. In it, you’ll learn: Participants will learn: What are the most basic, cheapest tools you need What types of campaigns can be run How to use low-cost tools such as MailChimp, Google Docs and Affinity Designer What you could get for your money What works well (and what doesn’t)View Session Details
Head of strategy ,Kingpin
In a digital world in which 68% of B2B customers prefer to research independently online (Forrester), how do you know which businesses are most likely to be interested in your product? The answer to that question is the holy grail, right? Luckily there are MarTech and AI solutions that can help you identify, measure and predict your audiences purchase intent. And if you can predict intent, your marketing and sales ABM strategy becomes a lot clearer. In this session, Mark Mills will talk you through some of the tools, tips and MarTech that can help you identify and nurture the accounts that are most likely to convert.View Session Details
02:10 pm - 2:40 PM
Enabling always-on customer journeys within a closed loop, test and learn, framework
Digital Strategy Director,Ekino
Learn how to use of MarTech to enable always-on customer journeys within a closed loop, test and learn framework, using Salesforce Marketing Cloud and GA360. Enjoy an engaging presentation full of practical and real-life case study examples. This session takes you on a journey, that simplifies the digital marketing landscape into an easy to understand framework, demonstrating why automated journeys are becoming the new norm and how they can be used to ensure the right message reaches the right person at the right time. You will learn: Why Salesforce Marketing Cloud and Google Analytics (GA)? Moving from one-off campaigns to always-on customer journeys. How to apply Control Groups within a Test and Learn framework. Dynamic tracking (UTMs) that close the loop for meaningful analysis. Moving towards omnichannel, paid media and owned channels, using first-party data and look-a-like audiences. Find out more about ekinoView Session Details
Everyone's talking about being "agile" in their marketing, but very few are actually practicing Agile Marketing at least in Europe. Agile Marketing represents the architecture, practices, and cultural norms that have been proven to increase team productivity, enable rapid experimentation and innovation, deliver greater value to customers quicker, and drive overall business growth. With the continuing explosion of marketing technology, teams need a new way-of-working that allows them to take advantage of the options and opportunities available in an ever more rapidly changing customer environment. Agile Marketing enables companies to maximise their resources across people, spend and technology through a data-driven, rapid-iteration approach. Teams are able to adapt to feedback quicker, allowing them to build continuous improvement in their campaigns and activities, and drive efficiencies in their tools and systems. This presentation will cover: Why Agile marketing is imperative for B2B marketing teams. How you risk being left behind not only by your competitors but also by the rest of your organisation if you don't move now. How Agile is different in the marketing context to IT and development. What you need to consider when looking to adopt Agile marketing practices; the implications for leadership, the team, the wider business, and partners. What Agile marketing means for your technology stacks and how it actually maximises the value and return Expect first-hand cases from companies that have started using Agile marketing with insights into what worked and what didn't, how to short-cut learnings, and what advantages they saw in this in-depth and valuable session.View Session Details
Our customers and prospects now walk a seamless path between digital and non-digital experiences. No longer can we design and deliver campaigns that are purely online or just offline. And so new market conditions call for a new approach to marketing. In this briefing, Hallam's Managing Director Stuart Ross will share how marketing is evolving with a digital foundation and what your business needs to do to thrive and grow in this new environment. Key takeaways: How to develop a framework for both your business as well as marketing and digital strategies. Which online strategies will deliver results in 2019. How to maximise your marketing ROI. The technologies that are shaping future marketing and what you must be doing today to take advantage. Stuart will challenge your thinking about your current marketing strategies, and share new concepts that you can take away to apply to your own marketing activities in this presentation.View Session Details
02:45 pm - 3:15 PM
Finding needles in haystacks: a pragmatic approach to predictive analytics
David Van Schaick
Chief Digital Officer,The Marketing Practice
Senior Analyst,The Marketing Practice
In a confusing MarTech landscape, making the most of your technology stack is paramount. In order to move towards a data-driven marketing strategy, it’s important to understand what data is already available to you and what additional data is required. Crucially, it’s about being able to relate these insights to your strategic marketing objectives. Common pitfalls include continuing to invest in more technologies without maximising the use of your existing investments, as well as attempting to integrate more and more data sources into already disparate and unstructured systems. In this presentation, you can expect to learn more about: How to build a Marketing Universe from scratch and operate this as a Data Staging Area. How to integrate internal (client) and external (3rd party) data sources. How to build a predictive customer profile & propensity model. How to turn this into “Always On” data-driven marketing. In order to identify higher propensity prospects, savvy B2B firms are building Data Universes fit for marketing purposes. Then, via overlaying internal client data and external 3rd party data, and applying a predictive customer profile, companies are now targeting contacts based on their statistical significance to convert. We’ve found that not only has this provided insight into clients’ true target market, but it also promises an increase in ROMI. David van Schaick, Chief Digital Officer and Luke Porter, Senior Analyst at The Marketing Practice will be sharing success stories from large global tech companies in this area.View Session Details
02:45 pm - 3:15 PM
CANCELLED: Fixing your customer journey SatNav - integrating martech & salestech
Chairman and chief client officer,Stein IAS
Chief innovation officer,Stein IAS
A quarter-century into the digital age and every marketer has a digital marketing strategy to one extent or another. Today, though, marketers at the leading edge are looking at digital in a more holistic and transformational way, enabled by the $52 billion spent on martech in the UK and North America this past year alone. In this session, Marc Keating and Tom Stein of global marketing agency Stein IAS will present a digital marketing transformation framework to help B2B marketers determine strategic priorities, greatest ROI potential, and required digital marketing maturity levels. Importantly, Marc and Tom will also address the future of the client-agency relationship as true digital marketing transformation takes hold. Key session takeaways include: How to apply 70+ user cases to develop a transformative digital go-to-market roadmap and prioritized tech stack. How to interlock brand and demand activity across digital channels to create more connected customer experiences. How to integrate martech and adtech to activate far more effective data-driven media and marketing approaches. How digital marketing transformation requires an evolved client and agency relationship – one in which much closer collaboration and co-working are prerequisites.View Session Details
03:20 pm - 3:50 PM
Your martech project is important! How to get unwavering support from the board
Founder, president and chief catalyst,C3Centricity
You have a dream, a project that you are passionate about. One that will change your company's business success, you're sure. But you are struggling to get support. If this sounds like you, then this talk is a must-attend. All large companies have thousands of projects identified as important, yet most employees are unaware of them unless they are working in the impacted area. This leads to redundancies, wasted efforts, and disappointment when projects are not supported or cancelled before completion. Participants will learn: How to position your project and gain company prioritisation. How to uncover the lead projects that will be improved and/or simplified by integration with your own. How to get top management to accelerate support and allocate increased resources. How to identify the reasons for past failures, so they can be avoided this time around and in the future. In this talk, we will share examples from Nestle and other major FMCG and Pharma companies of successful project implementations, as well as a few failures! After all, it's great to copy winners, but it's even better if you can do so while also avoiding the mistakes that they may have made along the way.View Session Details
Content marketing is no longer a nice to have; rather it's a critical success factor for today's businesses. However, while content may be king, a solid marketing technology foundation is essential to its success. This session explores the factors that are changing the way we deliver content marketing, and their implications for marketing technology both what we use and how we use them. Sally will provide you with practical case-studies on a range of marketing technologies that can increase the effectiveness of your content marketing to support your business goals, directly and through the channel. In this session you will discover: The four factors that mean content marketing is more important than ever before. How changes in content marketing are opening new opportunities for marketing technologies. Practical tips for using marketing technologies to increase your return on investment in content marketing. How you can use marketing technologies to deliver effective co-marketing through channel partners amplifying your efforts and growing their businesses. Join this session to learn about the marketing technology infrastructure that you need to develop in order to support effective content marketing delivery and measurement.View Session Details
CEO ,CRM Technologies
As the pressure on senior marketers grows in terms of reaching global yet acting local, the need for scale, disciplined processes, specialist skills, and a tenacious appetite to measure everything and spend wisely is top of the C-suite agenda. This pressure has meant B2B marketing has exploded into a hotbed of technology, best practices, opinions and thought-leadership, regional disparities and of course, content, content, content – many programmes, many stakeholders and big expectations. Yet, time is still limited and resources short - leading to inefficiency, ineffectiveness, and misalignment (across several departments). It’s these operational pressures that are driving organisations to invest in building a shared services “Demand Centre” model, creating a digital marketing centre of excellence. The Demand Centre, raises its head above the parapet to encourage better leverage of program investment; tame the technology; address the changing skills requirement; improve marketing and sales performance; enhance the buyer and customer experience; and elevate marketing contribution and performance. In a nutshell, to bring relative order to chaos. This presentation explores the need for Demand Centres; the considerations for building and optimising them and the people/cultural/change issues you will encounter along the way. You will discover: Why you need to consider a demand centre approach to marketing at scale. The key building blocks and structure of an effective demand centre. How to build and optimise your demand centre and the role of marketing ops. Why and how you balance centralised control and execution with the local market knowledge and expertise of regional/field marketing.View Session Details
VP Marketing,Community Brands
B2B marketers have never been under more pressure to deliver – and there’s never been so much reliance and expectation on martech platforms to make that happen. Yet all too often foundational martech platforms do not work as promised, leaving marketers to resort to ‘bandaid tech’ and manual processes to fill the gaps and shore up the stack. This is stressful, expensive and highly inefficient. But in the meantime, the very same marketers will pretend to the outside world that all is well with their tech stack and that they are smashing targets and delivering ROI. In this session, Maureen Blandford will reveal the sometimes ugly reality of martech platform integration (or lack of it), what it means to marketers, what they can do about it, and (most important of all) what steps they can take to avoid it altogether. You’ll learn: How to see through the hype and set realistic expectations for martech integration The typical martech integration pitfalls – and how to avoid them How the industry is fuelling its own hype cycle How to hold the vendors accountable to their promises How to own and manage your own reality – rather than living up to an unviable fantasyView Session Details
04:40 pm - 5:20 PM
From demand gen to performance marketing – and beyond! IBM’s martech journey
VP & CMO Europe,IBM
How do you make positive changes to improve audience management, targetting and programmatic capabilities ... and build significantly enhanced data and analytics capable to help create a demand generation machine equipped with the best and most relevant technology. One that's fit for a diverse product and customer set, and provides clarity on ROI for all stakeholders across a diverse solution suite? More to the point, how do you make it fit for the future in a highly competitive and rapidly evolving landscape? These were the challenges facing Alison Orsi when she took up the role of VP of performance marketing at IBM in New York two years ago. In this session, Alison will show you how she addressed this personal mission and how they built their integrated martech stack, giving you unique insight and learning from what she and her team learned along the way. In this session you'll discover: How IBM has integrated demand gen and programmatic to build its own iteration of performance marketing. How they dealt with the competing and sometimes contradictory demands of different business units and stakeholders. What Alison has learned along the way, and what she wishes she’d done differently! How IBM has used agile methodologies to accelerate development and successful outcomes. How IBM is preparing for the future with a multi-touch attribution process, and the tech to support that.View Session Details
The 2019 Martech Awards are an acclamation of all those transforming the landsacape and possibilities of B2B marketing through tech - thesea re the awards to win in the tech space. Join us as we celebrate these winners of B2B Martech.View Session Details