See what we have in store for MarketingSherpa Summit 2017, April 10-13, 2017, at the Aria Resort & Casino Las Vegas.
See what we have in store for
MarketingSherpa Summit 2017.
8:00 - 9:00 AM
Breakfast & Registration
9:00 - 9:25 AM
9:25 - 10:30 AM
The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging
Is your experience as a marketer hurting your ability to communicate with the customer? How can you tell?
A recent combined Nielsen and MarketingSherpa study in 2015 revealed that most marketers are still failing to adequately connect with consumers, specifically in the way we communicate and the mediums we use to communicate.
We see and yet we don’t see. Like the blind spot in each of our eyes, our brain elaborately covers up the disconnect, leading us to believe that our best ideas are the best approach for the consumer.
Could you be one of those marketers? If so, what can you do to get around it?
In this presentation, Flint McGlaughlin, Founder and Managing Director, MECLABS Institute, will reveal the science behind how experienced marketers are wired to miss the mark when it comes to customer communication and steps they can take to safeguard their work and maximize its potential to inspire their customers.
10:30 - 11:00 AM
11:00 - 11:30 AM
attract: email & mobile
Building Your Email List Using Search and Social
Understanding User Behavior: How WeddingWire integrated social and email to increase re-pins 31%
The social presence in WeddingWire’s email newsletter had been limited to four social icons at the top of the email template — and no one ever clicked on them.
In this quick takeaway session, Bart Thornburg, Senior Email Marketing Manager, WeddingWire, will share the key challenge the team had to overcome to increase social sharing in this overall campaign — understanding user behavior. Thornburg will share how the team gained an understanding of their users' email, social and content consumption and engagement habits to give you ideas for your cross-channel email strategy.
User Onboarding: How NakedWines.com used email to maximize lifetime value and increase app downloads by 125%
How do you turn a name on a list into a loyal and engaged subscriber?
In this quick takeaway session Julia Fox, Marketing Manager, NakedWines.com will share how she and her team used email to optimize member lifetime value during the early phases of the customer journey. By implementing a series of onboarding emails with an incentive structure, they were able to drive behavior correlated with customer quality and attract a mobile app audience. During this session you will learn how email can be utilized beyond generating sales, to engage customers on a path to increased lifetime value.
attract: digital & data
Driving Traffic by Understanding What Motivates Your Customers
How a B2B Tech Company Redefined Its Marketing Strategy by Tapping Into Customers' Passion for All Things Retro-Cool — and Generated 650% ROI
We all know that our customers are constantly bombarded with emails, webinars and event invites. How can we break through all of the clutter and effectively attract our customer’s attention? This was the exact challenge that Aaron Dun, CMO, Intronis, called upon his team to overcome.
In this short session, Dun will discuss how he challenged his team to create a disruptive and non-traditional marketing campaign that differentiated Intronis from a crowded marketplace. He will walk through the essential insights the team gained from this "retro-cool" direct mail marketing campaign that ultimately delivered over 650% ROI.
How Marketers Can Use Behavioral Economics to Guide Customer Decision Making and Drive ROI
Many organizations make decisions based on outdated assumptions about their customers’ needs. They believe that if they present more product information, consumers will value them; if they offer cash incentives, consumers will respond; or if they add more choice, consumers will buy.
However in the last few decades, behavioral scientists have identified many ways in which people deviate from these assumptions. We don’t always follow through with what we say we will, we’re motivated by more than just money and too much choice can actually hinder decision making.
In this session, Kelly Peters, CEO and Co-Founder, BEworks, will discuss how to leverage recent insights gained from behavioral data to drive ROI in real-world marketing scenarios.
discussions & deep dives
Interactive roundtable discussions
Roundtable Session Topics:
solutions & technology
10 Marketing Automation Tips, presented by Salesforce Pardot
Solutions Theater | 11:00 AM - 11:20 AM
B2B marketers are balancing a number of priorities, but building a strong pipeline of qualified leads usually tops that long to-do list. In this session we'll walk through best practices for the complete lead generation journey, from creating content to the handoff with sales. Join Maureen Flaherty, one of Pardot's very own marketing experts, for tales from the trenches, including how to drive more conversions, increase the speed of your funnel and create sales and marketing alignment.
11:30 - 1:00 PM
solutions & technology
Deliverability Now: How marketers are confronting – and overcoming –new challenges, presented by Return Path
Solutions Theater | 11:50 AM - 12:10 PM
Worldwide inbox placement declined sharply in 2015, catching many email marketers off guard. A panel of Return Path deliverability experts led by Bonnie Malone, Senior Director of Professional Services, Return Path, will examine the root causes and the impact of this changing environment. The team will also highlight approaches used by marketers that broke through the challenge, and show how a wider array of marketers can take advantage of tactics once restricted to only the biggest senders.
solutions & technology
Making Multichannel Happen: Maropost conquers the problem of integrating data, email, SMS, push and Web into customer-focused wins
Solutions Theater | 12:30 PM - 12:50 PM
The Maropost Marketing cloud enables marketers to use email, mobile (both SMS and push), social, data and the Web to deliver integrated campaigns in a simple and intuitive manner.
In this session, Bob Frady, Chief Marketing Officer, Maropost, will discuss both the challenges marketers face and solutions to making multichannel happen in your organization, including:
1:00 - 1:45 PM
Hands-On Live Test Lab
Join your peers and design a marketing experiment for Consumer Reports (and learn how to improve your brand’s conversion)
Consumer Reports is a nonprofit organization supported by over seven million subscribers, activists and donors. It conducts state-of-the-art product testing in its in-house laboratories and fights for consumer choice, safety and fairness in the marketplace.
In this session, Dawn Nelson, Director of Fundraising, and Bruce Duesterhoeft, Program Manager of Online Fundraising, both of Consumer Reports, will give you an inside look at the culture and practices of this customer-first organization. You’ll also participate in a live A/B test to help Consumer Reports learn how to increase donations and better serve donors, and get hands-on experience that you can use to learn more about your own customers.
In this interactive session, you will learn how to serve your customers better by:
2:00 - 3:00 PM
engage: email & mobile
Creating Customer-Centric Email to Increase Engagement
How Dell Simplified Email Template Design to Improve Engagement and Drive a Double-Digit Percentage Increase in Revenue Rate
Having an efficient and effective direct marketing vehicle such as email is critical for the success of Dell’s sizeable direct business. Jessica Vogel, Global Marketing Consultant, Dell, is part of a team that continuously focuses on email user experience and channel optimization through efforts like responsive design, dynamic content and engaging content integration.
As the email vehicle has evolved into becoming a complex and highly automated direct marketing medium, the team audited its email program (including customers' mobile and desktop preview-pane experience) and discovered a key challenge to email engagement — its legacy email template.
In this quick takeaway session, Jessica will share the template changes her team made that resulted in a significant double-digit percentage rate revenue increase.
How HomeAdvisor Tested More Relevant Content to Better Tap Into Subscribers’ Motivations and Increased Conversion by 85%
HomeAdvisor is a leading online local services marketplace connecting homeowners with background-checked service professionals. Three years ago, Jill McEwan, Director of Direct Marketing, HomeAdvisor, and her team completely re-launched the email marketing program. They were sending a one-size-fits-all newsletter to a large, yet stale list of subscribers and experiencing major deliverability problems. The team set out to tackle their inbox placement issues and provide a better customer experience by increasing the relevance of their email marketing communications.
In this session, Jill will explore the steps the team took to deliver a better customer experience, including:
Cutting Through The Noise: How Ebates integrated compelling content into its seasonal campaigns and earned a 10.3% conversion rate and a leg up on the competition
The Ebates Cyber Days Preview email was delivered to more than four million subscribers. The team’s goal was not to sell but to inform and engage in a new way to create a loyal member base.
In this quick-hitting session, Derek Kazee, Director of Retention Marketing, Ebates, will share how his team overcame the biggest obstacle to this entire campaign’s success — cutting through the holiday retail noise to engage with its members about current and upcoming promotions in a fun and informative way.
engage: digital & data
Focusing on Customers' Needs to Increase Engagement
How Humana's Strategic Testing Drove a 60% Increase in Customer Engagement
Consumer testing can be complicated. It can involve complex datasets and multiple variables. Often it is hard to grasp what really happened with each test and distill essential insights about the customer. But does it really have to be this complicated?
In this session, Mike Loveridge, Head of Digital Conversion Optimization, Humana, will share tips from deep in the trenches of a team of CRO practitioners. He will discuss how his team cut through the complexities of behavioral testing to discover the primary levers that led to a 60% increase in customer engagement.
How SAP Engaged Its Best Customers With Account-Based Marketing to Impact the Close of $27 Million
What do you do when optimizing customer engagement means transforming the way an entire organization thinks and functions? How do you get everyone on the same page? How do you create a unified value proposition? How do you build the processes that will ultimately lead to greater ROI?
In this session, Eric Martin, Vice President of Marketing for the North American ABM Program Office, SAP, will walk you through the process he took when attempting to shift significant portions of an organization’s spend and resources to increase customer engagement, ultimately generating $27 million in new pipeline creation and $57 million in progressed pipeline in 2014. Based on this success in North America, SAP has created a center of excellence designed to syndicate lessons learned and best practices throughout all regions.
This session will cover how to:
How Boston Children's Hospital's Customer Satisfaction Score Increased 20% Through Digital Optimization
Whether you are primarily an online company or an offline company, the first touchpoint with your customer is often digital. It is essential to ensure that this first point of contact is effective at engaging the customer. This is exactly the focus of the Boston Children’s Hospital marketing team.
In this case study, Torin Gilkey, Manager of Digital Marketing, Boston Children's Hospital, will walk you through how his team leveraged user feedback to continuously improve customers' digital experiences. In particular, he will discuss how his team turned this feedback into a strategy that yielded a 20% increase in visitor satisfaction in less than one year.
discussions & deep dives
Interactive roundtable discussions
2:00 PM - 2:45 PM
Roundtable Session Topics:
3:00 - 3:45 PM
solutions & technology
Delivering Value Through Contextual and Consumer-First Marketing, presented by Selligent
Solutions Theater | 3:10 PM - 3:30 PM
In this session, Todd McCaslin, Vice President of Global Solution Consulting, Selligent, will demonstrate how brands can improve communications with a stronger understanding of each customer's disposition and situation at the moment of engagement. Learn how Selligent's clients have been able to deliver more value to their customers based on his or her specific context.
We will cover the following topics:
3:45 - 4:30 PM
Featured Speaker: MarketingSherpa Award Winner, Best-in-Show
Customer-First Marketing: How Optum generated closed contract revenue of $52 for every dollar invested (then reimagined its marketing team for even better results)
Optum’s provider marketing team launched a targeted content marketing campaign that generated a 5,200% ROI, but that was just the beginning. Discoveries from this effort inspired the team to rethink the very essence of how it approached marketing and to reimagine roles and responsibilities to better serve customers while driving results. In this MarketingSherpa Awards Best-in-Show case study, Karen Thomas-Smith, Vice President, Provider Marketing, Optum, will share what she’s learned on this three-year journey, including:
4:30 - 5:30 PM
The Power of Habit
In this featured session, Charles Duhigg will explore the science of habit formation, illustrating why we do what we do and how we can change it. He will explain why the most powerful habits have emotional cores, and how tweaking even one habit can have staggering effects. Charles will draw from a number of recent digital marketing case studies and real-life scenarios.
5:30 - 7:00 PM
Solutions District | 5:30 PM – 7:00 PM
Book Signing with Featured Speaker Charles Duhigg
Booth #304 | 5:30 PM – 6:00 PM
7:00 - 10:00 PM
Official Summit Party
Located on the Bellagio's Grand Terrace, courtesy of
Managing Director and CEO
Flint McGlaughlin is the Managing Director of MECLABS Institute. The organization has partnered with key market leaders including, The New York Times, Microsoft Corporation, and Reuters Group. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen's University, and as a Trustee for Westminster Theological Centre. McGlaughlin originally studied Philosophy and Theology at the University of London's Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.
Senior Manager of Email Marketing
Bart Thornburg leads email strategy, technology and innovation as the Senior Manager of Email Marketing at WeddingWire, the leading technology marketplace serving the $100 billion wedding industry. He regularly champions AB testing, smart email triggers and making real, authentic connections with subscribers. Previously, Bart helped run the day-to-day email marketing operations at Targeted Victory, where his team sent more than one billion emails, raising more than $50 million for 75 clients, including Romney for President and the RNC.
Julia Fox joined disruptive wine etailer, NakedWines.com, shortly after the company's U.S. launch in 2012. In her three-year tenure, she led the acquisition of more than 600,000 customers, built the continuity program from a few thousand to more than 100,000 active members, and created a CRM program oriented around loyalty over sales. The result is a highly engaged member base of brand evangelists who order quarterly, have generated more than a million reviews, produce open rates typically over 50%, and actively engage in the site's social platform.
Chief Marketing Officer
Aaron Dun is the Chief Marketing Officer at Intronis, driving the entire go-to-market strategy. He has twenty years of marketing experience leading strategic planning efforts, identifying new market opportunities and directing global teams to execute effective demand generation campaigns for both large public companies and venture-backed startups. An expert in content marketing, digital marketing and demand generation strategies for B2B technology companies, his career accomplishments demonstrate a keen ability to connect marketing performance to sales achievement. Previously, Aaron served as the Vice President of Marketing and Strategy at Percussion Software, where he led a complete transformation of the business around a new product innovation and market direction. Prior to Percussion, he played a leadership role in the marketing successes behind Ness Technologies, Lionbridge Technologies and Softscape.
Director of Marketing
Richard Delahaye, Senior Director of Marketing, Intronis, manages the company's global marketing strategy. He served for two years as Intronis' Director of Digital Marketing, leading the demand generation, marketing operations and database growth teams. Richard has 15 years of experience in hi-tech B2B marketing with a track record of spearheading innovative campaigns, including most recently the award-winning Intronis 3-Dimensional mailer featuring an Atari games console. A former Web developer, he is an advocate of applying agile methodologies to deploy and iterate marketing campaigns rapidly and effectively in the field. Prior to joining Intronis, Richard held digital roles at Correlsense, Experian and Rolls-Royce. Richard holds a Master of Science in Chemistry from Oxford University and, despite being from England, is not a soccer fan. Instead he prefers rugby and snowboarding.
CEO and Co-Founder
Kelly Peters is CEO of BEworks, a global firm that specializes in applying behavioral economics to business and policy challenges. The team consists of scientists from the fields of psychology, economics and neuroscience. Prior to cofounding the firm, Kelly lead innovation teams at the Royal Bank of Canada, Bank of Montreal, CANOE and Financial Post. She has over 20 years of experience in financial services strategy and IT innovation, a Master’s degree in business administration from Dalhousie University and is a Fellow at the Institute of Canadian Bankers. She is an influential thought-leader in the field of behavioral economics, an experienced TEDx and keynote speaker and a lecturer of applied behavioral science at University of Toronto’s Rotman School of Management.
Rose Mary Moegling
Manager of Customer Engagement
Toshiba America Medical Systems, Inc.
Rose Mary Moegling is the customer engagement manager for Toshiba America Medical Systems, Inc., overseeing social media strategy, webinar production, collateral and presentation development and industry association relationships. A seasoned marketing and public relations professional, Rose Mary has experience in both the nonprofit and private sectors and holds a Master’s degree in Strategic Public Relations from The George Washington University's Graduate School of Political Management.
Vice President, Director of Marketing
Brian Gavin Diamonds
Danny Gavin has successfully piloted several Web development projects and utilizes his extensive experience to develop cutting-edge Internet marketing and social media campaigns for Brian Gavin Diamonds, which he helped to propel to the ranks of Internet Retailer’s “Second Top 500” and “50 Fastest Growing E-Commerce Companies.” Growing up in and around his family’s ecommerce business, he immersed himself in the business from an early age. Prior to joining Brian Gavin Diamonds, Danny honed his marketing skills through consulting roles with CenterPoint Energy, Brown-Forman, Houston Symphony, Softway Solutions and Blinds.com. Raised in Houston, Danny attended the C.T. Bauer College of Business at the University of Houston where he received an MBA in Marketing and Business Consulting.
Director of Fundraising
Dawn Nelson, Director of Fundraising, Consumer Reports (CR), joined the company in September 2011 and leads a department of five people. The Fundraising team manages a myriad of campaigns that generate nearly one million gifts across all channels from an active donor base of over 560,000 people. Dawn is an agile leader who enjoys a fast-paced, energized environment and testing new things to constantly learn and adapt to yield better results.
Prior to joining CR, Dawn spent the majority of her career at Reader’s Digest as a Marketing Director responsible for all direct marketing activities for the Books and Home Entertainment Division, a $52 million business unit. She is a direct marketing professional who has applied her experience and knowledge of direct marketing best practices to fundraising at CR. Dawn has led the Fundraising department to grow revenues by $9 million and active donors by over 90,000 since she came to CR four years ago. She lives in Mount Kisco, NY with her husband, two children and their yellow lab, and enjoys exercising, reading, traveling and being with family.
Program Manager of Online Fundraising
Bruce Duesterhoeft, Program Manager of Online Fundraising, Consumer Reports, has nearly 20 years of direct marketing experience in the nonprofit and for-profit worlds. Before his three years at Consumer Reports, he worked at Habitat for Humanity International, National Vision, Georgia Public Broadcasting, Grizzard Communications and TV Guide. He even started his own direct marketing consulting firm helping small nonprofits.
While at Consumer Reports, Bruce has helped grow the digital fundraising revenues from under $1 million when he started to over $2.6 million last fiscal year. He also has worked with other teams to streamline processes and create efficiencies in daily work. Bruce works closely with the rest of the development team to build a strong cohesiveness with digital fundraising.
Bruce lives in northern New Jersey with his girlfriend and dog. They enjoy weekend and vacation hiking across the United States.
Global Marketing Consultant
Jessica Vogel is an experienced Global Marketing Consultant who has worked at Dell for over 10 years, with many of her various roles focused in the digital space. Currently, Jessica leads the end-to-end LCM (Lifecycle Marketing) team which develops Dell’s global creative and content strategy. Jessica’s efforts include guiding regional marketing communication (marcom) execution, which have led to LCM becoming one of the most efficient and highest performing ROI marcoms at Dell. Although her role is currently focused on LCM, including all triggered and post-purchase communications, Jessica continues to help drive innovation, business performance and process improvements across the entire Dell email channel. Prior to coming to Dell, Jessica worked on the agency side at T3 and Harte-Hanks for five years where she was involved with various projects across numerous Fortune 100 companies. In addition to her contribution to marketing at Dell, Jessica is an active member in the Austin community, frequently volunteering with Austin Children’s Services and serving as a Board Member with the Texas Advocacy Project.
Director, Direct Marketing
Jill McEwan is the Direct Marketing Director at HomeAdvisor, a leading online local services marketplace. She leads strategy for email marketing, direct mail and content marketing, but has also had roles in product management and customer service. Jill is an expert in customer interest analysis, delivering relevant content and A/B testing, and has recently been featured in Modern Marketer and in a MarketingSherpa email marketing case study. She is also a graduate of Ohio State University. Go Buckeyes!
Director of Retention Marketing
Derek Kazee is the Director of Retention Marketing at Ebates. Derek is a digital strategist with more than 17 years of experience and he is responsible for leveraging data insights to create innovative marketing strategies and programs. His innate ability to simplify the complex and integrate learnings into marketing processes has driven more efficient, relevant and engaging marketing for many Fortune 100 brands. Derek holds a M.A. in Management from the Ohio State University and a B.S. in Journalism and Communication from the University of Oregon.
Head of Digital Conversion Optimization
Mike Loveridge is the Head of Digital Conversion Optimization in the Digital Center of Excellence at Humana, based out of Louisville, Kentucky. Mike has a B.S. in Statistics and Math, and an MBA from BYU. Prior to working at Humana, Mike conducted marketing research analytics for major Hollywood movie studios, ran the marketing analytics team for a presidential campaign, developed pricing strategy and models at Intel and performed web analytics and conversion testing for Ancestry.com, Adobe and GE. In between, Mike has spent hundreds of nights in a tent, in places as diverse as Alaska, Nepal, Central America, Europe and all over the U.S. He has been to Everest, chanted with monks in Himalayan monasteries, meditated in ancient ruins high in the Andes, climbed Angkor and Mayan temples, was a whitewater river guide on the Colorado River and a competitive rock climber. Not surprisingly, his passions include CRO, extreme outdoor adventure, fireflies and Costco.
Vice President, Marketing
Eric Martin is the Vice President, Marketing, at SAP North America. In this role Eric is responsible for leading a program office that delivers custom communications programs to some of the company’s largest, most strategic customers. Previously, Eric led Ecosystem and Channels Marketing at SAP North America, in which he delivered marketing programs, training and best practices to SAP’s extensive network of ecosystem partners. He has also held marketing leadership roles in professional services firms Deloitte and The Hackett Group.
Eric earned his BA and MBA from Villanova University and for the past 10 years he has taught a marketing course within Villanova’s MBA program. His 24 year career has been focused on B2B marketing, with a concentration in enterprise software and related services.
Manager of Digital Marketing
Boston Children’s Hospital
Torin Gilkey is a digital strategist with a long-standing passion for health care. As the digital marketing manager for Boston Children's Hospital, he shapes the digital strategy for the top-ranked pediatric hospital in the nation (U.S. News & World Report, 2015-16). Prior to his role at Boston Children's, Torin led the digital experience and Web development for the Lehigh Valley Health Network, a large nonprofit health system in Pennsylvania that includes five hospital campuses and more than 130 physician practices. Torin, who started his career as a Web developer, is a true geek-turned-marketer. "There's no 'Buy Now' button in health care," Torin likes to say. "You can’t just buy a heart transplant online. It’s our job as digital marketers to tell that story.”
Vice President of Marketing
Dan is the Vice President of Marketing at HCSS, a construction software company recognized by the Wall Street Journal as one of the top small businesses in the country. He spent six years in the Marines, 16 years in healthcare sales and marketing and now he is helping construction companies improve their businesses using technology and software. He loves coming to work every day with a great team of marketing experts who share a common goal of doing the best marketing in the construction industry.
Senior Manager of Digital Marketing
Hewlett Packard Enterprise
Brian is the Senior Manager of Digital Marketing for Hewlett Packard Enterprise. He brings 25 years of software industry experience from roles as a developer, sales engineer, instructor, consultant and marketer. Brian manages Hewlett Packard Enterprise’s IT Experts Community, which is focused on helping IT practitioners develop the skills, network and insights to accelerate their careers in application lifecycle management, automation and cloud management, service and portfolio management and business systems management. He is also responsible for community strategy, blogging and IT practitioner marketing programs. Brian is a Lithium Certified Community Manager.
Digital Marketing Manager
Chris McGrady is a Digital Marketing Manager for Arrow Electronics, a Fortune 150 company with 2014 revenues of nearly $23 billion. Chris focuses on content marketing and search engine optimization. Chris is an expert in content, social media and newsletter marketing, and in previous roles built an email marketing program from scratch that ultimately accounted for 6% of company revenue. Chris lives in Denver with his wife Kate, their two kids Tatum and Brek and their Great Dane Ellie.
Vice President, Provider Marketing and Reference Management
Karen Thomas-Smith is Vice President of Marketing for Optum, a leading health services business. Karen brings more than 20 years of global experience in the software industry and has held leadership positions in marketing, sales and training. She and her team have embraced content marketing to such a degree that Thomas-Smith has completely redesigned job descriptions and marketing processes to develop an integrated marketing and thought leadership content machine. In the past year, Karen's team has garnered more than 40 marketing industry awards. Karen also received MarketingProfs' B2B Marketer of the Year Award in 2013.
Pulitzer Prize-Winning Author & New York Times Best-selling Author
The Power of Habit
Charles Duhigg is a Pulitzer Prize-winning reporter and author of the New York Times bestseller The Power of Habit: Why We Do What We Do in Life and Business. Duhigg is also winner of the National Academies of Sciences, National Journalism, and George Polk awards, and a frequent contributor to television and radio, including PBS NewsHour, Frontline, Dr. Oz, This American Life and various programs on CNBC and NPR. He is a graduate of the Harvard Business School and Yale College. A highly engaging speaker, Duhigg will share his eye-opening insights into how a simple habit loop is the key to transforming behavior at work, at home and at school. He’ll have you rethinking your entire world.
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