2016 Chief Marketing Officer Leadership Forum (Los Angeles)

Wednesday, January 27, 2016

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agenda

2016 Chief Marketing Officer Leadership Forum (Los Angeles)

Wednesday, January 27, 20168:00am – 5:05pm

8:00am – 9:00am

Breakfast

9:00am – 9:05am

Argyle Executive Forum Opening Remarks

9:05am – 9:10am

Session Introduction Featuring TrackMaven

Ian Walsh CMO and Chief Marketing MavenTrackMaven

9:10am – 9:50am

Fireside Chat featuring Mattel

Lori Pantel Vice President, North American MarketingMattel

Interviewed by:Heather LazarusGlobal Vice President, Brand Marketing – GirlsMattel

agenda

9:55am – 10:15am

Thought Leadership Session: “The New Era of Engagement Marketing Imperative: Five Principles for Building Lifelong Relationships”

The digital age has fundamentally changed how companies interact with customers. In this new world of extraordinary information access, companies that engage customers early, engage across different channels, and engage them in personal ways, ultimately end up winning in the marketplace. Join to hear best practices and innovative marketing strategies from leading marketers on creating continuous and personalized customer relationships at scale with proven impact.

Chandar PattabhiramGroup Vice President, Product and Corporate Marketing Marketo

10:15am – 10:40am

Coffee Break

agenda

10:40am – 11:30 am

Panel Discussion: “The New Customer Journey: Why Content Defines How Consumers Meet, Engage and Return to Your Brand”

Session topics include, but are not limited to:• Identifying your customer’s experience• How the customer journey has evolved over time and how to best know when and how to reach

their audience• Best practices for understanding today’s consumer journey and reaching their intended audience

with impact• Why content can best impact how customers choose to engage with your brand • The effectiveness of marketing efforts along the customer journey and how to best improve and

prove ROI along the way

Moderator: Aaron WahleSenior Vice President, International Digital MarketingSony Pictures Entertainment Panelists:Matt ChildsDirector of Customer MarketingBrightcove

Diane Gage-LofgrenSenior Vice President Marketing and CommunicationsSharp HealthCare

Kristy LorussoVice President, Digital & Direct MarketingKaiser Permanente

This session is off the record.

11:30am – 11:55am

Coffee Break

agenda

11:55am – 12:35pm

Fireside Chat featuring Intel Corporation

Penny Baldwin Vice President, Global Marketing and Communications & General Manager, Brand and Reputation MarketingIntel Corporation

Interviewed by:Jerry PowerExecutive Director, Institute for Communications Technology ManagementUniversity of Southern California: Marshall School of Business

12:35pm – 1:35pm

Lunch

agenda

1:35pm – 2:25pm

Panel Discussion: “The New CMO - Growth Hacker”

Session topics include, but are not limited to:• How is the role of the CMO evolving from a branding and advertising emphasis into a growth

creator? • What challenges does this pose?• How are CMOs leveraging technology to enable this growth creation?• What relationships does the CMO need to build within the management team to successfully drive

growth?• How can the marketing team demonstrate marketing’s contribution to revenue? • What are some of the challenges you’ve encountered, and what tools and tactics have you tapped

into to move forward?• How are marketing teams rethinking their financial operations and technology choices to improve

efficiency?• How has the CMO’s role on the management team evolved in recent years? How do you foresee

this evolving in years to come?• How has your team evolved to adapt to the modern customer and the digital marketplace?

Moderator:Jay TuckerChief Marketing Officer & Head of Programs, Institute for Communication Technology ManagementUniversity of Southern California

Panelists:Steven BushongSenior Vice President Marketing OperationsDisney ABC Television Group

Amanda Leach-RouviVice President Marketing, North AmericaRobert Half

Connie SprinkleSenior Vice President, Direct and Digital MarketingCity National Bank

2:25pm – 2:45pm

Coffee Break

agenda

2:45pm – 3:20pm

Keynote Session: “Moving From a Technology Product Company to a Consumer Electronics Brand”

In 2013 Western Digital had a problem. Though the consumer external storage market was growing more than 20% per year, WD’s networked attached storage sales were flat. Most consumers didn’t know what a NAS could do for them and even if they did, they thought it would be too difficult to install and use. This talk focuses on how WD changed its product, brand and marketing to eliminate those barriers and replace Apple as market share leader in the personal cloud category.

Scott VouriVice President, Consumer MarketingWestern Digital

3:25pm – 4:00pm

Keynote Session: “MONOPOLY Millionaires’ Club – embracing the new reality of television funding, distribution and marketing”

Digital distribution of entertainment has fundamentally changed how people consume content. This has had drastic effects on the business model of the music and gaming industries, and for years has been chipping away at the TV and film industries. In the TV world in particular, viewers/consumers have more control than ever before over what they watch, how they watch, and when they watch. They can, and often do, skip over all the ads which traditionally have funded their ability to watch that very show. So the distribution model and the funding models have to change, or as content creators and marketers we lose.

With MMC we turned the model on it’s head; instead of funding the show via advertising, we are using the show to market one product - a lottery game. This in essence makes the show a 30m weekly ad for the product (but an ad that folks actually want to watch!), which in turn funds the show. Further, instead of spending tons on show marketing, we put the viewers in the drivers seat by literally making them the star of the show, thereby marketing the show via the viewers and fans, and the lottery tickets which get them there.

Tina HooverVice President Marketing and Interactive ExperiencesScientific Games Lottery

4:00pm – 4:05pm

Argyle Executive Forum Closing Remarks

agenda

4:05pm – 5:05pm

Closing Reception

__________________________________________________________________________________

*Please note, the agenda is subject to change.

The information, views, and opinions expressed by speakers and other participants at our conferences are those of the individual and do not necessarily reflect the views and opinions of Argyle Executive Forum.

Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.

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partners

Thought Leadership Spotlight Partners

Marketo (NASDAQ: MKTO) provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today’s digital, social, mobile and offline channels, Marketo’s® Engagement Marketing Platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of 400 third-party solutions through our LaunchPoint® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing exper-tise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,400 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.

panel partner

Brightcove Inc. (NASDAQ: BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across every connected device. The company offers a suite of products and services that reduce the complexity and increase the profitability of publishing, distributing, measuring and monetizing multi-screen video. Brightcove has more than 5,500 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com.

TrackMaven’s competitive intelligence platform has been adopted by hundreds of the world’s best brands. Content and social media marketers use TrackMaven to benchmark content performance and identify engaging topics and tactics. This helps them become more data-driven and increase marketing effectiveness.

Founded in 2012, the company is headquartered in Washington, DC. To learn more, visit WWW.TRACK-MAVEN.COM or follow us on Twitter @TrackMaven.

Session Introduction Partner

partners

Breakout Lunch Partner

Modern Marketers choose Oracle Marketing Cloud to build customer obsessed cultures, create and manage ideal customers, and power revenue performance. They use award-winning technology and expertise to transform marketing by truly knowing the customer, engaging with cross-channel marketing, and achieving data driven accountability. Integrated information from cross-channel, content, and social marketing with data management and dozens of AppCloud apps enables these businesses to target, engage, convert, analyze, and use award-winning marketing technology and expertise to deliver personalized customer experiences. Marketing Simplicity. Gain the most comprehensive view of customer data. Simplify marketing complexity with the most powerful cross-channel platform. Deliver personalized content at each step of the customer journey.

Customer Centricity. Capture data and use a single customer profile for every marketing process. Recognize every customer as an individual. Engage customers intelligently with content in context to deepen the relationship.

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Visit oracle.com/marketingcloud.

Anaplan is the enterprise planning cloud. Anaplan brings together an unrivaled planning and modeling engine, collaboration in the cloud, and a simple interface for business users. Anaplan customers can choose from over 100 pre-built planning apps from the Anaplan App Hub or easily build their own apps. Anaplan is a privately held company, headquartered in San Francisco, CA, with global offices on four continents. To learn more, visit anaplan.com. Follow us on twitter: @anaplan

Senior Supporter Partners

partners

Senior Supporter Partners

Percolate’s complete web and mobile marketing software increases productivity, elevates your brand and helps you generate more sales. From governance, planning and content creation to audience acquisition, customer management and analytics, Percolate unites your brand, your data and your stories across every team, location, integrated system and customer interaction.

Percolate has offices in New York City, San Francisco, Los Angeles, Austin, Chicago and London, and our clients include iconic, global brands like Unilever, GE, Volkswagen, Coca-Cola, Anheuser-Busch InBev, IKEA and Converse, as well as emerging, high-growth companies like AirBnB, Pinterest, Pandora and Shinola.

Episerver connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. Sitting at the center of the digital experience ecosystem, Episerver empowers digital leaders to embrace disruptive, transformational strategies to deliver standout experiences for their customers – everywhere they engage. Founded in 1994, Episerver has offices in the USA, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Singapore, Spain, UAE and the UK.

By the Numbers• Supporting more than 250,000 web editors• Powering more than 30,000 websites worldwide• Thriving developer community of more than 25,000• Serving more than 8,800 customers in 30 countries• Working with more than 880 leading SIs and creative agencies• 100% focused on digital experience delivery for more than 20 years

partners

Senior Supporter Partners

Sitecore is the global leader in customer experience management that lets marketers own the experience of every customer or prospect who engages with their brand. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty, and drive revenue. Sitecore boilerplates 3 The Sitecore® Experience Platform™ is deeply connected, delivering one connected experience across both online and offline channels, empowering brands to easily engage in seamless conversations with their audiences when and where they want, in real time. The platform is incredibly easy to use, combining best-in-class web content management with marketing automation, email marketing, so-cial media, e-commerce, optimization, and analytics into a single, unified platform. Sitecore captures every minute interaction–-and intention—that customers and prospects have with a brand, both on a website and across other digital channels. And because the platform is deeply connected, marketers get this intelligence immediately and can easily act on it in real time, within the same session. More than 4,400 of the world’s leading brands—including American Express, Carnival Cruise Lines, and easyJet—trust Sitecore to help them deliver the meaningful interactions that win customers for life.

WillowTree, Inc. is a mobile strategy, UX design, and development company whose focus is to bridge the highest level of consumer user experience with enterprise-grade deployments and security. WillowTree is an industry leader in field solutions, media delivery, loyalty programs and payments, and connected devices and works with companies such as GE, Johnson & Johnson, Time Warner, AOL, American Express, and Harvard Business Publishing who trust WillowTree to guide and execute their mobile initiatives. Learn how WillowTree can help your business by visiting willowtreeapps.com. We Take Mobile Personally™

Jive is the premier provider of modern communication and collaboration solutions for business, recognized as a leader by the industry’s top analyst firms in multiple categories. Our products enable people and organizations to work better together, using technology that adapts to their way – not the other way. The world’s best companies depend on Jive to unleash the ideas and impact of their employees, partners and customers.

Supporter Partners

partners

Supporter Partners

Networked Insights is an enterprise platform for brand marketers. Our platform uses real-time consumer data to produce strategic, actionable insights. Our customers rely on these insights to inform audience segmentation, content strategy, media investment and more.

In our platform, you can see your and your competitor’s audiences, how your campaigns are driving consumers through your purchase funnel and how they are contributing to your brand health, all in real-time.

Our promise: Get insights faster. Make confident decisions sooner. Outperform your competition.

Solution Synopsis

Networked Insights’ SaaS platform can be licensed as a self-serve solution or with service support from our team of analysts.

The platform modules deliver:

• Consumer segmentation• Audience interests and affinities• Competitive insights• Advertising content support• Advertising targeting• Brand Health • Purchase funnel• Predictive Analytics

The breadth of our solutions has led our customers to refer to Networked Insights as an end-to-end marketing decisions platform.

partners

Supporter Partners

What if your digital ad creatives could drive twice as many customers and double the brand impact, effortlessly, with no additional media cost?

With RevJet’s first-of-its-kind Creative Side Platform (CSP), they can. The RevJet CSP is the first and only platform that enables marketers and creative agencies to create large volumes of beautiful, brand-safe creatives of any format and automatically traffic them into unlimited simultaneous optimization experiments. Thanks to the RevJet CSP, Microsoft’s US Centralized Marketing Organization was able to generate 5X the number of customers from their digital advertising—without spending a single additional dime on media. Ad creative is the biggest driver of advertising performance and regular, rigorous creative experimentation is the best way to improve creative. But before RevJet, ad creative experimentation was slow, expensive and episodic. As a result, ad creatives often performed poorly and effectiveness decayed even further over time. With the RevJet CSP, experimentation is fast, simple and continuous. Every impression, every click and every conversion provides real-time feedback to drive systematic performance improvement. Unchallenged digital ad creative is a thing of the past. Today, marketers and agencies are disconnected from their own ad creatives. In most organizations, there is no single source of truth for creative management, leaving marketers unable to definitively review their creative, and powerless to accurately measure and improve creative performance. With the RevJet CSP, you’ll effortlessly deliver optimized digital advertising experiences, across all formats and devices, to each of your target audiences. And you’ll have a single source of truth for creative monitoring and management. With RevJet, your digital ad creative is no longer a cost center – it’s a performance engine.

TubeMogul is an enterprise software company for brand advertising. By reducing complexity, improving transparency and leveraging real-time data, our platform enables marketers to gain greater control of their global advertising spend. Our independent, buy-side focus means we only serve brands and agencies and remain aligned with the incentives of our clients. TubeMogul was incorporated in 2007 and is based in Emeryville, California with offices in New York, London, Sydney, Singapore, Toronto, Tokyo and across the United States.

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Perspectives by:• Tracy Layney, Senior Vice President, Chief Human Resources Officer, Shutterfly• Larry McAlister, Vice President, Global Talent Management, Equinix• Trisha Stiles, Senior Vice President, Human Resources, CBS

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