MassTLC Sales and Marketing Summit: OPTIMIZE: Doing More With Less
When: Thu February 28, 2013 8:30 am
Organization: MassTLC
Location: Microsoft NERD, Cambridge, MA
Website: http://2013marketingsummit.eventbrite.com/
In
today’s economy and corporate culture, every department is expected to
do more with less, especially marketing. To our CEOs, “I don’t have
enough budget” is an excuse that just doesn’t hold water. We are
expected to use all our creative powers and marketing savvy to deliver
strong results regardless of the constraints of limited budget and
resources. Sharpen
your skills and learn what others are doing to be successful. Join
MassTLC and the region’s marketing community for an insightful half day
of knowledge sharing. Hear what your peers are doing to find success,
as they share the best practices and dos and don’ts of ‘marketing on a
dime’. Confirmed Speakers: 8:30-9:00 KEYNOTE SPEAKER John Neeson, managing director and co-founder, SiriusDecisions
will share research and insights on the future of marketing and the
expected changes and skills gap in the marketing organization as they
adapt to new processes, practices and geographic reach. 9:00-9:45 OPENING SESSION The Future of Marketing The strategies, tools and tactics are changing and marketing executives are challenged to find the important balance of measuring what they did to reach customers yesterday, with imagining what they could do for customers tomorrow. Join moderator John Neeson for an interactive discussion with Michael Ewing, CMO, LogMeIn; Todd McClain, VP of North American Marketing, VistaPrint; and Andy Zimmerman, CMO at Brainshark, as they share their insights on the holistic approach to customer experience and the future of marketing. 9:45-10:15 BREAK and SPONSOR SHOWCASE 10:15-11:15 TRACK 1 Session A Prepare to Succeed: Creating Marketing Programs and Campaigns that Kick Butt Creating an executing a marketing program is easy right? Then why are
so many mediocre? Learn how to turn lack-luster marketing programs into
ones that make your company shine. You’ll learn how others develop
scalable programs that deliver quality over quantity, as well as
generate leads and awareness via traditional and non-traditional
methods. Speakers: Session B The Proof is in the Data: The 7 Metrics that Good Marketers Live and Die By Do you aspire to be a more data-driven marketer? Join Jeanne Hopkins
and her team from SmartBear Software as they lead you through a detailed
workshop on the 7 metrics every marketer needs to look at and
understand to demonstrate and improve ROI. Her team will break down
their own numbers and show you how to validate your contributions to
your sales and marketing organization. Speakers: The SmartBear Marketing Team: Session C I Love My Job/ I Hate My Job: CMOs and VPs Connect on Issues that Keep Them up a Night Ah,
the life of a marketing executive... so much to love and not to love.
What makes you good at what you do? Your ability to keep a cool head,
hire a team of smart folks, capture and understand data and combine it
with your gut to make decisions, articulate those decisions in a clear
and convincing way, knowing that you have the power to make or break
your company’s success. No pressure, right? In this session, join your
peers for an honest and insightful discussion. The goal of this time is
to get out of the office and connect with others just like you who are
facing similar challenges. We will share successes, failures and
strategies for thriving in this role that is of utmost importance to the
businesses of the region. This session is for VP and CMOs only and will be facilitated by your peers. Speakers: 11:30-12:30 TRACK 2 Session A A Little of This and a Little of That: Finding the Right Marketing Mix Coming up with the right marketing mix isn’t easy, but extremely
important. Your budget is limited and you have to spend it on programs
that get you the results you need. Hear from three marketing leaders on
how they allocate their budgets, make decisions to quit certain programs
and try new ones, plus learn what their “go to” channels are that they
can count on every time. Speakers: Session B You’re Only as Good as Your Team: Building the Right Team for Success When
you are resource constrained it’s important that everyone on the team
is performing, and when they aren’t, it’s time to look for other
solutions. Learn how to create a lean, mean marketing machine with
little to no productivity drain. Discover how to better leverage
expertise that’s within the company, train those who have the ability
but not the skills, recognize when someone is a poor fit and take
action, as well as identify, hire and manage small agencies and
freelancers who can fill out the team. Speakers:
Joe Chernov, VP of Marketing, Kinvey
Michael DiPietro, CMO, HealthcareSource
Mike Ewing, CMO , LogMeIn
Dave Gilbertson, VP and GM of SaveLocal, Constant Contact
Jeanne Hopkins, CMO & EVP, SmartBear and the SmartBear Marketing Team
Christina Inge, Sr. Director of Marketing, eZuce
Patrick Kusior, Social, Webcast and Video Manager, Analog Devices
Mary-Katherine McCarey, VP of Marketing, Ipswitch
Todd McClain, VP of North American Marketing, Vistaprint
Ellie Mirman, Head of Marketing, mid-sized business segment, HubSpot
Ilya Mirman, VP of Marketing, Yottaa
Melodye Mueller, VP of Marketing, NaviSite
John Neeson, Managing Director and Co-founder, SiriusDecisions
Charlie Pendleton, VP of Product Marketing, Epsilon
Sheila Rocchio, VP of Marketing, PHT Corporation
Charlie Ungashick, CMO, Globoforce
Rich Vancil, Group VP, Executive Advisory Strategies, IDC
Catherine Van Evans, Director of Marketing Programs and Demand Gen, Lavastorm Analytics
Andy Zimmerman, CMO, Brainshark
(VP and CMO only)