Monday, June 08
8:30 AM Sponsor Breakfast Presentation
Becoming a Ubiquitous Contextual Marketer
Contextual marketing is more than a buzzword. It's a way of understanding and connecting with customers to deliver contextually relevant messages based on their unique needs at each moment of interaction. There are hundreds of ways to be contextual – but that should excite, not overwhelm, you. This session will show you how to embrace contextual marketing within your organization and quickly become experts in delivering value through context.
Presenter: Dave Frankland, Chief Strategy Officer, StrongView
1:15 PM Sponsor Luncheon Presentation
Email Marketing in the Era of the Connected Consumer
Presenters: Joel Book, Principal, Marketing Insights, Salesforce Marketing Cloud (left)
Blake Miller, Director, Product Marketing, Salesforce Marketing Cloud (right)
Today’s consumers are hyper-connected, better informed, and more empowered than ever. And they are increasingly loyal to brands that deliver personalized offers, information and service at every stage of the customer life cycle.
In The Era of the Connected Consumer, marketing moves at the speed of thought. Highly-fragmented one-size-fits-all mass advertising has been replaced by highly-personalized 1:1 journeys where marketing and customer service communications are tailored to the needs, behavior and location of the consumer. And although today's consumer is multi-channel and mobile-first, email has emerged as the most trusted and effective channel for customer engagement. G2 Crowd recently named Salesforce Marketing Cloud the Leader in its Email Marketing Best of Breed software review. In this special briefing for Email Insider Summit attendees, Joel Book and Blake Miller of Salesforce will discuss new and enhanced email marketing capabilities now available through the Salesforce Marketing Cloud. Learn how innovative brands like American Apparel, Live Nation, Sony, Room and Board, DonorsChoose.org, and Universal Music Group are using analytics to predict customer needs and deliver personalized email communications that are producing impressive results.
Tuesday, June 09
8:15 AM Sponsor Breakfast Presentation
Practical Ways to Use Dynamic Recommendations to Make Communications Relevant
The genesis for this topic came from discussions with participants from the Spring 2014 Email Insider’s Summit! The objective of the session is to offer participants practical ways they can help improve their company’s efforts to provide dynamic/personalized recommendations. It includes a look at the full range of touch-point opportunities for recommendations with specific suggestions for the e-mail-focused marketers.
Presenter: Michael Penney, Managing Director, Yes Lifecycle Marketing – Agency Services
1:15 PM Sponsor Luncheon Presentation
Building Enduring Connections with Customers in an Increasingly Complex World
Marketers have an increasingly vast array of tools available to them to connect with customers and achieve their business goals, but channel and consumer fragmentation is increasing complexity and making it more difficult to do so. Marketers can overcome these challenges by leveraging data to understand customers and create highly personalized, relevant customer experiences that start with email and are orchestrated across channels.
Presenter: David Bonalle, General Manager, Acxiom Digital Impact
David Bonalle is the General Manager of Acxiom Digital Impact, a leading provider of data-driven email and cross-channel customer marketing services. Previously, David was the Head of Marketing and Client Insights for KeyBank. Prior to that he worked for American Express where he launched the American Express Business and Advertising Solutions businesses and held several marketing and product development roles. He also held marketing, strategy and consulting roles at MasterCard, Deloitte Consulting and Citibank. David earned a BS from Cornell University and an MBA from the Wharton School at the University of Pennsylvania.
Wednesday, June 10
8:10 AM Sponsor Breakfast Presentation
Automating Persuasion: Machine Generating the Optimal Message
Across all of marketing, we see the use of data to improve results. Data that helps you target who to whom to send a message. Data that helps you determine where to send that message. Data that helps you determine when, and in what context, to send a message. Yet, there is no data-based way of constructing the message itself.
In this presentation, Persado CMO David Atlas will discuss the latest findings from customers augmenting their copywriting efforts with Persado's persuasion automation platform. Machine-generated messages have the benefit of being constructed within the context of knowing which words, phrases, emotional appeals, and product features actually drive response.
Presenter: David Atlas, Chief Marketing Officer, Persado
David Atlas is the Chief Marketing Officer at Persasdo. Previously the SVP of Marketing for StrongView, shepherding its 2013 rebrand, Atlas launched the company’s acclaimed Present Tense Marketing strategy, and re-positioned the company as a leading cross-channel marketing insights and execution platform. Before that, Atlas was SVP of Worldwide Sales and Marketing for Goodmail Systems, driving market awareness and sender adoption for the innovative CertifiedEmail suite of inbox-based advertising and ecommerce products. At Connectix, as VP of Enterprise Products, he launched the first Windows-based Virtual Server product (now Microsoft Virtual Server). Atlas has served as senior industry analyst at IDC, and began his career at Lotus, working in product management for Lotus Notes. He holds a BA cum laude in English from Tufts University.