Event Agenda

 

8:00 AM

Breakfast & Registration

9:00 AM

Featured Speaker:

Think Like a Freak

Stephen J. Dubner, New York Times Bestselling Author, Freakonomics

Stephen J. Dubner, New York Times Bestselling Author, Freakonomics

The third installment of the highly-successful series and another New York Times bestseller, Think Like A Freak is Steven D. Levitt and Stephen J. Dubner’s latest — and most revolutionary — book. Taking their successful Freakonomics ideas to the next level, Levitt and Dubner offer an engaging and innovative new program sure to inspire and enlighten audiences. Each idea presented by Levitt and Dubner will be illustrated by a story or example in their ever-popular counterintuitive style, which will provide your audience with illuminating thoughts for profitable thinking. With their trademark blend of captivating storytelling and unconventional analysis, they take us inside their thought process and teach us all to think a bit more productively, more creatively, more rationally — to think, that is, like a Freak.

courtesy of

Maropost

 

10:05 AM

Networking Break

courtesy of  Maropost

 

Solutions Theater:

Campaign Automation That Really Works: Case study deep dive and discussion

Jessica Grewal, Account Director, BlueHornet

Implementing automated email programs can be challenging, but the rewards are worth the effort. Join us for a close look at Allen Edmonds' successful approach, including a welcome series, cart abandonment, post-purchase, testing, outcomes and more. You’ll leave with actionable insights and ideas to improve your automated email programs right away. Bring your questions!

 

 

 

Networking Break

courtesy of  Maropost

Solutions Theater:

Campaign Automation That Really Works: Case study deep dive and discussion

Jessica Grewal, Account Director, BlueHornet

Implementing automated email programs can be challenging, but the rewards are worth the effort. Join us for a close look at Allen Edmonds' successful approach, including a welcome series, cart abandonment, post-purchase, testing, outcomes and more. You’ll leave with actionable insights and ideas to improve your automated email programs right away. Bring your questions!

 

 

 

10:40 AM

Breakout: Skills

Going Beyond List-based Email Marketing: Combining segmentation and content marketing to win in 2015, presented by

Stephen Bruner, Marketing Manager, Vertical Markets, Precor

Discover how Precor leveraged email automation, segmentation and content marketing to achieve a 74% increase in new leads

Knowing who and where your user is on their buyer’s journey is key to an effective nurture strategy. However, lead nurturing and database management can be tricky when you have multiple data and email tools globally dispersed across your company. Stephen Bruner, Marketing Manager, Vertical Markets, Precor, came face-to-face with this challenge. By being stewards of their database, Bruner and his marketing team were able to consolidate their tools and data to implement automation into their email program and achieve a 74% increase in new leads through their revamped nurture process.

In this session, you’ll learn:

  • How to educate your team and refine your CRM system based on a holistic approach to your lead life cycle
  • How to leverage email and content marketing to bridge the gap between the initial conversation to a Sales-quality lead
  • How to fully engage users at every stage of the funnel through profile and persona identification

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Breakout: Strategy

How to Leverage Email to Re-engage Customers as Part of an Omnichannel Strategy

Jacquelyn Kearns, SVP, Global Digital, Dun & Bradstreet
Jeannine D'Allegro, VP, Global Digital, Dun & Bradstreet

Discover how Dun & Bradstreet used email content to increase average engagement by 295%

In this session, Jacqui Kearns, Senior Vice President, Leader of Global Digital, Analytics, Operations and Technology, and Jeannine D’Allegro, Vice President, Global Leader of Digital Properties, Optimization and Social Media, Dun & Bradstreet, will share how their digital marketing team integrated email into their omnichannel marketing strategy. Learn how they incorporated large amounts of readily-available content on Dun & Bradstreet’s website into emails targeted to visitors, who previously interacted with content through various channels, as part of their strategy to increase re-engagement.

Jacqui and Jeannine will discuss how an omnichannel strategy can significantly:

  • Drive more visitors to your content in various digital channels
  • Re-engage visitors who previously visited your content

 

 

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What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

 

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

Breakout: Skills

Going Beyond List-based Email Marketing: Combining segmentation and content marketing to win in 2015, presented by

Stephen Bruner, Marketing Manager, Vertical Markets, Precor

Discover how Precor leveraged email automation, segmentation and content marketing to achieve a 74% increase in new leads

Knowing who and where your user is on their buyer’s journey is key to an effective nurture strategy. However, lead nurturing and database management can be tricky when you have multiple data and email tools globally dispersed across your company. Stephen Bruner, Marketing Manager, Vertical Markets, Precor, came face-to-face with this challenge. By being stewards of their database, Bruner and his marketing team were able to consolidate their tools and data to implement automation into their email program and achieve a 74% increase in new leads through their revamped nurture process.

In this session, you’ll learn:

  • How to educate your team and refine your CRM system based on a holistic approach to your lead life cycle
  • How to leverage email and content marketing to bridge the gap between the initial conversation to a Sales-quality lead
  • How to fully engage users at every stage of the funnel through profile and persona identification

video-button-small 

 

What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

Breakout: Strategy

How to Leverage Email to Re-engage Customers as Part of an Omnichannel Strategy

Jacquelyn Kearns, SVP, Global Digital, Dun & Bradstreet
Jeannine D'Allegro, VP, Global Digital, Dun & Bradstreet

Discover how Dun & Bradstreet used email content to increase average engagement by 295%

In this session, Jacqui Kearns, Senior Vice President, Leader of Global Digital, Analytics, Operations and Technology, and Jeannine D’Allegro, Vice President, Global Leader of Digital Properties, Optimization and Social Media, Dun & Bradstreet, will share how their digital marketing team integrated email into their omnichannel marketing strategy. Learn how they incorporated large amounts of readily-available content on Dun & Bradstreet’s website into emails targeted to visitors, who previously interacted with content through various channels, as part of their strategy to increase re-engagement.

Jacqui and Jeannine will discuss how an omnichannel strategy can significantly:

  • Drive more visitors to your content in various digital channels
  • Re-engage visitors who previously visited your content

 

 

video-button-small 

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

11:10 AM

Roundtables

 

Share your wisdom and get advice from your peers at expert-led roundtable discussions. You will learn about industry trends, exchange ideas and work through common challenges in the current digital marketing landscape. There’s a table for every topic and skill level, ranging from overall marketing strategy to social media to technology.

Don’t worry; there are no sales-pitches allowed — only practical and educational conversation.

12:00 PM

2015 MarketingSherpa Award Winner:

Best B2C Email Campaign: Finish Line   (learn more)

Aaron Buchanan, Digital Personalization Manager, Finish Line

Aaron Buchanan, Digital Personalization Manager, Finish Line

What Customers Want: How Finish Line grew email revenue 50% by personalizing the customer experience

Implementing basic segmentation to personalize the experience for subscribers is a great beginning to achieving relevancy. Finish Line, a top athletic footwear and apparel retailer, was off to a promising start, and the marketing team aimed to turn that small win into a victory.

Aaron Buchanan, Digital Personalization Manager, Finish Line, sought out to create a consistent cross-platform experience, leveraging customer behavior with relevant, targeted messaging.

In this session, you will learn how:

  • The team turned basic segmentation practices into a highly personalized, multichannel campaign
  • The strategy-synchronized email, on-site and mobile messaging, social media and display ads engaged customers at every touch point
  • The email revenue for trigger-based programs increased by 50%

 

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courtesy of

BlueHornet

 

12:30 PM

Live Test Update

12:45 PM

Lunch

courtesy of  Maropost

 

Solutions Theater:

Pushing Past Send: 4 ways to get more from your marketing

Geet Dhillon, Principal Solutions Consultant, Oracle Marketing Cloud

196.3 billion. That is the number of emails sent per day in 2014, according to Radicati Group. With over 7 billion people inhabiting the earth, that works out to about 28 emails sent per day, per person. In reality though, only about one-third of the world’s population are email users. Still, with volume like that, it’s no surprise that the question for marketers has evolved from “should we use email?” to “how should we use email?”

Lunch

courtesy of  Maropost

Solutions Theater:

Pushing Past Send: 4 ways to get more from your marketing

Geet Dhillon, Principal Solutions Consultant, Oracle Marketing Cloud

196.3 billion. That is the number of emails sent per day in 2014, according to Radicati Group. With over 7 billion people inhabiting the earth, that works out to about 28 emails sent per day, per person. In reality though, only about one-third of the world’s population are email users. Still, with volume like that, it’s no surprise that the question for marketers has evolved from “should we use email?” to “how should we use email?”

2:00 PM

Live Email Optimization

Flint McGlaughlin, Managing Director, MECLABS Institute

Flint McGlaughlin, Managing Director, MECLABS Institute

Putting everything you learned at Email Summit into practice

In this session, Flint McGlaughlin, Managing Director, MECLABS Institute, along with MECLABS’ research analysts, will be providing real-time feedback of audience-submitted emails.

This session is designed to help you apply everything you’ve learned and determine what you can work on when you return to the office. Submit your pages by emailing them to live@marketingsherpa.com.

In this interactive session, you will:

  • See how principles and takeaways from Summit look when applied to real emails
  • Offer feedback on emails submitted by fellow attendees
  • Get the opportunity to gain valuable advice for your own campaigns (if selected)

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3:00 PM

Networking Break

courtesy of  Maropost

 

Solutions Theater:

Stop Ruining Your Email ROI: How to ensure you’re getting the most out of your ESP, presented by Adestra

Toby McClelland-Taylor, US Sales Manager, Adestra

According to the Adestra/Econsultancy Email Marketing Industry Census, 55% of marketers are still only using up to half the functionality of their ESP. However, 100% of marketers pay for 100% of that software, leaving plenty of potential ROI on the table.

In this session, Toby McLelland-Taylor, U.S. Sales Manager and Adestra’s "Earl of Email," will share how email marketers can ensure they’re getting the most out of their existing solution and ensure they stop leaving money on the table every time they press "send."

Networking Break

courtesy of  Maropost

Solutions Theater:

Stop Ruining Your Email ROI: How to ensure you’re getting the most out of your ESP, presented by Adestra

Toby McClelland-Taylor, US Sales Manager, Adestra

According to the Adestra/Econsultancy Email Marketing Industry Census, 55% of marketers are still only using up to half the functionality of their ESP. However, 100% of marketers pay for 100% of that software, leaving plenty of potential ROI on the table.

In this session, Toby McLelland-Taylor, U.S. Sales Manager and Adestra’s "Earl of Email," will share how email marketers can ensure they’re getting the most out of their existing solution and ensure they stop leaving money on the table every time they press "send."

3:35 PM

Breakout: Skills

2015 MarketingSherpa Readers' Choice Award Winner: How to Build a Relevant Customer Experience Using Data You Already Have

Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store

Learn how the Microsoft Retail Store increased email revenue 1,200% in three years

Five years ago, Microsoft launched the Microsoft Store, a premier destination for customers to experience Microsoft-related products and services. Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store, and her team set out to improve the customer email experience by providing dynamic, relevant content. However, the team faced an all too common hurdle: a legacy of separate and multiple systems of collecting data. Despite this challenge, the program has seen a 1,200% lift in overall revenue during her four year tenure.

In this session, Shawna will explore the steps her team took to improve the customer email experience, including:

  • How to overcome data challenges to effectively segment your audience
  • How to create multiple customer lifecycles in your overall customer journey
  • How to prioritize content based on past customer data

 

2015 MarketingSherpa Awards courtesy of

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Breakout: Strategy

How to Use Email Behavior Data to Identify and Validate Consumer Segmentation

Jeff Koleba, Vice President, Marketing & Programming, The Kentucky Derby
Kate Ellis, Marketing Analyst, The Kentucky Derby

How the Kentucky Derby used an email newsletter to increase engagement and validate a consumer segmentation hypothesis

Email marketing can be used to better understand what elements of your brand or product lead a customer to engage or purchase. Kate Ellis, Marketing Analyst, and Jeff Koleba, Vice President, Marketing and Programming, Kentucky Derby, will discuss how they put concrete data behind email newsletter content choices and began segmenting by sending compelling content directly to the customers who wanted it most.

In this session, the Kentucky Derby will share how they used an email marketing campaign to identify what specific content drives customers to engage and how they used that data to segment their audience to better drive ticket sales. 

You'll learn how to:

  • Utilize email to better understand what motivates customers to engage with your brand
  • Use behavior data to segment customers and personalize messages to their interests
  • Engage fans with specific content in order to increase sales conversions 

 

video-button-small

 

 

What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

 

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

Breakout: Skills

2015 MarketingSherpa Readers' Choice Award Winner: How to Build a Relevant Customer Experience Using Data You Already Have

Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store

Learn how the Microsoft Retail Store increased email revenue 1,200% in three years

Five years ago, Microsoft launched the Microsoft Store, a premier destination for customers to experience Microsoft-related products and services. Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store, and her team set out to improve the customer email experience by providing dynamic, relevant content. However, the team faced an all too common hurdle: a legacy of separate and multiple systems of collecting data. Despite this challenge, the program has seen a 1,200% lift in overall revenue during her four year tenure.

In this session, Shawna will explore the steps her team took to improve the customer email experience, including:

  • How to overcome data challenges to effectively segment your audience
  • How to create multiple customer lifecycles in your overall customer journey
  • How to prioritize content based on past customer data

 

2015 MarketingSherpa Awards courtesy of

   video-button-small

 

What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

Breakout: Strategy

How to Use Email Behavior Data to Identify and Validate Consumer Segmentation

Jeff Koleba, Vice President, Marketing & Programming, The Kentucky Derby
Kate Ellis, Marketing Analyst, The Kentucky Derby

How the Kentucky Derby used an email newsletter to increase engagement and validate a consumer segmentation hypothesis

Email marketing can be used to better understand what elements of your brand or product lead a customer to engage or purchase. Kate Ellis, Marketing Analyst, and Jeff Koleba, Vice President, Marketing and Programming, Kentucky Derby, will discuss how they put concrete data behind email newsletter content choices and began segmenting by sending compelling content directly to the customers who wanted it most.

In this session, the Kentucky Derby will share how they used an email marketing campaign to identify what specific content drives customers to engage and how they used that data to segment their audience to better drive ticket sales. 

You'll learn how to:

  • Utilize email to better understand what motivates customers to engage with your brand
  • Use behavior data to segment customers and personalize messages to their interests
  • Engage fans with specific content in order to increase sales conversions 

 

video-button-small

 

 

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

4:10 PM

Breakout: Skills

Quick Tips: Elements of email

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Every email marketing campaign offers a unique range of pervasive challenges to overcome through its journey from concept to delivery.

In this fast-paced session, five experts will walk you through some of the biggest challenges faced in email marketing today.

Whether you’re a seasoned pro or new to email, each speaker will share actionable takeaways you can use to improve your email campaigns.

Here are some of the topics covered in this session:

  • How to navigate the rules and regulations of email marketing
  • Segmentation 101, 201, 301, 401 … in six minutes or less
  • How to determine what content goes into your emails
  • How to Design Your Marketing Emails: Email design for non-designers
  • How do you know when it’s time to cleanse your list?

 

 

Breakout: Strategy

Quick Tips: Technology selection

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Selecting a technology provider is an integral part of how your marketing department functions.

How do you insure you’re getting the best value and return on your investment?

In this fast-paced session, five experts will address the pain points in the technology selection process and how you can overcome them in six minutes or less.

Experts will explore:

  • Should I build or buy technology?
  • Insider tips for being a savvy ESP shopper
  • 3 questions marketers forget to ask before they sign with a platform
  • What are the problems ESPs can’t fix?
  • How do you justify a new ESP? Getting started

What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

 

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

Breakout: Skills

Quick Tips: Elements of email

video-button-small

 

 

Every email marketing campaign offers a unique range of pervasive challenges to overcome through its journey from concept to delivery.

In this fast-paced session, five experts will walk you through some of the biggest challenges faced in email marketing today.

Whether you’re a seasoned pro or new to email, each speaker will share actionable takeaways you can use to improve your email campaigns.

Here are some of the topics covered in this session:

  • How to navigate the rules and regulations of email marketing
    • Shaun Brown, Partner, Nnovation
  • Segmentation 101, 201, 301, 401 … in six minutes or less
    • Ryan Phelan, VP Global Shared Services, Acxiom
  • How to determine what content goes into your emails
    • Jessica Best, Digital Marketing Evangelist, emfluence
  • How to Design Your Marketing Emails: Email design for non-designers
    • Justine Jordan, Marketing Director, Litmus
  • How do you know when it’s time to cleanse your list?
    • Jeffery Anderson, Digital Marketing Manager, A Place For Mom

What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

Breakout: Strategy

Quick Tips: Technology selection

video-button-small

 

 

Selecting a technology provider is an integral part of how your marketing department functions.

How do you insure you’re getting the best value and return on your investment?

In this fast-paced session, five experts will address the pain points in the technology selection process and how you can overcome them in six minutes or less.

Experts will explore:

  • Should I build or buy technology?
    • Preston Wily, President, Sewell
  • Insider tips for being a savvy ESP shopper
    • Charles Nicholls, SVP, Product Strategy for Marketing Solutions, SAP
  • 3 questions marketers forget to ask before they sign with a platform
    • John A. Caldwell, Principal & Founder, Red Pill Email
  • What are the problems ESPs can’t fix?
    • Michael Kelly, Co-founder, Business Development, ClickMail
  • How do you justify a new ESP? Getting started
    • Diana Primeau, Director of Member Services, CNET

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

 

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Email Summit 2015 has concluded.

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MarketingSherpa Summit 2017.