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Marketing Leadership Forum 2017:
Transforming Marketing for the Digital Future
May 23 and 24

  • Forum
  • The Westin Verasa, Napa, CA

ITSMA’s 2017 Marketing Leadership Forum

For nearly two decades, ITSMA’s annual Marketing Leadership Forum has brought together a select group of senior marketing leaders to explore the latest trends, best practices, and new thinking on marketing strategy and tactics with an intimate group of their peers.

This year’s program, Transforming Marketing for the Digital Future, highlighted the emerging practices, skills, and tools, along with the organizational models, and cultural changes that marketing leaders are embracing to succeed in the digital future.

*Check out Dave Munn’s post on Five Key Takeaways from this year’s forum.

Featured speakers included:

  • Julie Schwartz from ITSMA on Accelerating Marketing Transformation: Priorities for the Digital Future
  • Joseph Puthussery, Vice President of Digital Marketing, Cisco, on Cisco’s Digital Marketing Journey
  • Dr. Carmen Simon, cognitive neuroscientist and co-founder of Rexi Media, on The Science of Memorable Marketing (she’s author of Impossible to Ignore–Creating Memorable Content to Influence Decisions)
  • Adele Revella, CEO of the Buyer Persona Institute, on Digitizing a Concierge Marketing Experience for Your Buyers (she’s author of Buyer Personas–How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business)
  • Naveen Rajdev, CMO of Wipro, on Blurring the Lines Between Sales and Marketing in a Digital World
  • Dave Hutchison, SVP of North America Marketing at SAP, on Transforming Field Marketing for Optimized Engagement
  • Michael Lobosco, Head of East Coast Strategic Accounts Solutions Consulting, LinkedIn, on Content and Connection in the Digital Future: Mobilizing Talent Across the Organization
  • Charlene Li, Principal Analyst at Altimeter, a Prophet Company, on Leadership in the Digital Era (she’s author of The Engaged Leader: A Strategy for Your Digital Transformation)
  • Next Generation Account-Based Marketing panel with David Armijo, Services Marketing Director, Microsoft; Raianne Reiss, Director, Americas Marketing, Juniper Networks; and Scott Sobers, Vice President, ABM and Content Marketing, Teradata; with ITSMA Senior Associate Kathy Macchi as Facilitator.

The rise of the connected economy and the digitization of everything have challenged B2B marketing leaders to transform almost every aspect of marketing. Amid the fundamental changes that our customers, partners, and our own companies are all addressing, our marketing organizations are mastering new digital channels and tools, new types of content and executive engagement, new sales enablement approaches, new sources of customer insight, and new agile and collaborative ways of working. The opportunities are enormous but the challenges are just as great.

This year’s forum once again gave B2B marketing leaders with a rare chance to step back from the daily grind and share ideas and experiences with a select, invitation-only group of peers.


Who Should Participate

ITSMA’s 2017 Marketing Leadership Forum is designed specifically for senior marketing leaders at director-level and above from technology, professional services, communications, health care, and other B2B sectors. If you are unsure of your eligibility, please contact Lisa Hafer at +1 781 862 8500, x118 or lhafer@itsma.com.


Gold Sponsor

Optimizely

Silver Sponsor

Lionbridge


Sponsorship Opportunities

Sponsoring ITSMA’s Marketing Leadership Forum is a great way to showcase your brand strength and gain visibility with senior-level marketing executives. Contact Dirk Mullenger at dmullenger@itsma.com to explore your opportunity.

 


Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to lhafer@itsma.com
• Full refund or future event credit given 30+ days prior to the event
• $250 cancellation fee 15-29 days prior to the event
• No-shows will incur the full event fee
• Substitutions approved by ITSMA are permitted

 

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Speakers
Agenda
Fees & Hotel Info
Speakers

With a rare opportunity to explore core strategic challenges with a select, invitation-only group of peers, our line up of speakers will challenge your thinking on today's most pressing topics and trends.

David Armijo
Services Marketing Director, Microsoft
Lisa Dennis
Senior Associate & President, Knowledgence Associates, ITSMA
David Hutchison
Sr. Vice President of North America Marketing, SAP
Rob Leavitt
Senior Vice President, ITSMA
Charlene Li
Principal Analyst, Altimeter, a Prophet company
Kathy Macchi
Senior Associate & Vice President, Consulting Services, Inverta
David C. Munn
President and CEO, ITSMA
Joseph Puthussery
Vice President of Digital Marketing, Cisco
Naveen Rajdev
Chief Marketing Officer, Wipro Limited
Raianne Reiss
Director, Americas Marketing, Juniper Networks
Adele Revella
President, Buyer Persona Institute, and author of The Buyer Persona Manifesto
Julie Schwartz
Senior Vice President, Research & Thought Leadership, ITSMA
Dr. Carmen Simon
Cognitive Neuroscientist and Founder of Memzy
Scott Sobers
Vice President, ABM and Content Marketing, Teradata Corporation
Agenda

Monday, May 22 – Solera Courtyard

  • 5:00 - 7:00 pm

    Welcome Reception & Pre-Registration

Tuesday, May 23 – Amphora Ballroom

  • 8:00 am

    Registration & ITSMA’s Continental Breakfast

  • 8:30

    Kickoff and Opening Remarks

    Dave Munn, President & CEO, ITSMA

  • 8:45

    Accelerating Marketing Transformation: Priorities for the Digital Future

    Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA

  • 10:00

    Networking Break

  • 10:30

    Blurring the Lines Between Sales and Marketing in a Digital World

    Naveen Rajdev, CMO, Wipro Technologies

    More about this topic

    As customers have become more aware and informed with access to more data and influencers, sales process model stands disrupted, and marketing taking a lead in proximity to the enterprise buyer–with the lines blurring, how do sales and marketing work together?

    Hear it from the disruptive CMO who questioned tradition and effectively led the sales and marketing collaboration at his organization with a focus on business trends and outcomes.

  • 11:15

    Cisco's Digital Marketing Journey

    Joseph Puthussery, Vice President of Digital Marketing, Cisco Systems

  • 12:00

    Lunch – Solera Courtyard

  • 1:15

    Digitizing a Concierge Marketing Experience for Your Buyers

    Adele Revella, CEO of Buyer Persona Institute and author of 'Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business'

    More about this topic

    Given the huge volume of digital content available, it’s possible to conclude that there’s nothing more to say — that the marketer’s job is to creatively package their message and deliver it through every relevant channel. Adele Revella challenges us to consider a different approach, revealing the information gaps buyers identified through more than a thousand in-depth interviews. Her session offers a compelling new way to build a strategy around the buyer’s perspective.

  • 2:15

    Hot Topic Discussions

    - Accelerating sales with thought leadership and executive engagement (Rob Leavitt)

    - Building the digitally enabled marketing organization (Julie Schwartz)

    - Exploring next gen account-based marketing (Lisa Dennis)

    - Anticipating the next wave of marketing technology and tools (Kathy Macchi)

    - Implementing buyer persona strategies (Adele Revella)

  • 3:00

    Networking Break

  • 3:30

    Panel Discussion: Next Generation ABM

    David Armijo, Services Marketing Director, Microsoft Corporation

    Raianne Reiss, Director, Americas Marketing, Juniper Networks

    Scott Sobers, Vice President, ABM & Content Marketing, Teradata

    Facilitator: Kathy Macchi, Sr. Associate, ITSMA

  • 4:15

    Leadership in the Digital Era

    Charlene Li, Principal Analyst at Altimeter, a Prophet Company

    More about this topic

    Digital technologies have revolutionized relationships—and leadership is no exception. To be truly engaged, effective leaders must harness the power of digital communications and branding, rather than remain on the sidelines, frozen by fear and the unknown. The key is understanding how your personal leadership style can be extended and scaled through digital techniques to achieve your most important goals. We will look at how organizations are going through a digital transformation, the leadership needed to lead this change, and the culture you must foster to execute on the strategy. You’ll learn the art and science of how to listen, share, and engage with employees and customers in the digital era. We’ll also discuss common objections and concerns of leaders—and how to address them. 

  • 5:00 –5:15

    Day One Wrap-up & Discussion

    Dave Munn, President & CEO, ITSMA

  • 5:30–7:30 pm

    Networking Reception – Solera Courtyard

Wednesday, May 24 – Amphora Ballroom

  • 7:30 am

    ITSMA’s Continental Breakfast

  • 8:00

    Welcome Back & ITSMA Update

    Rob Leavitt, Sr. Vice President, ITSMA

  • 8:15

    The Science of Memorable Marketing

    Dr. Carmen Simon, Co-founder of Rexi Media and Author of 'Impossible to Ignore – Creating Memorable Content to Influence Decisions'

    More about this topic

    Customers and decision makers are constantly bombarded with requests for their attention, many of which unfortunately go ignored. Join this session to discover strategies for transforming your content into something worth noticing and remembering. To help us understand how people pay attention, remember content, and ultimately act on it, we look at the field of neuroscience, which reveals insights on how the brain processes information and tends to remember it – or, more often – forget it. Join us to learn how to convert neuroscience insights into practical guidelines you can use to craft content with lasting impact. This is critical because both your internal and external audiences make decisions in your favor based on what they remember, not on what they forget.

  • 9:15

    Transforming Field Marketing for Optimized Engagement (1:1 Conversation)

    Dave Hutchison, Sr. Vice President of Americas Marketing, SAP

    Dave Munn, President & CEO, ITSMA

  • 10:00

    Networking Break

  • 10:30

    Content and Connection in the Digital Future: Mobilizing Talent Across the Organization

    Gina Wolf, Global Head of Content Marketing Consulting, LinkedIn

  • 11:15

    Connecting the Dots: New Ideas, New Priorities, and Next Steps

    Rob Leavitt, Sr. Vice President, ITSMA

    Julie Schwartz, Sr. Vice President, ITSMA

  • 11:45

    Final Thoughts

    Rob Leavitt, Sr. Vice President, ITSMA

    Julie Schwartz, Sr. Vice President, ITSMA

  • 12:00 pm

    Boxed Lunch – Solera Courtyard

Please note: ITSMA reserves the right to make changes or substitutions to this event.

Fees and Hotels

Pricing

    • Earlybird (March 31, 2017)
    • Advanced (April 28, 2017)
    • Standard (May 23, 2017)
    • Members
    • $1695
    • $1895
    • $2095
    • Non members
    • $1995
    • $2295
    • $2595
    • Earlybird (March 31, 2017)
    • Members$1695
    • Non members$1995

Fees include Forum materials, continental breakfasts, lunches, refreshments, and receptions.

*Contact ITSMA for details about special discounts for three or more participants from your organization. Details at info@itsma.com

Event Location
The Westin Verasa
1314 McKinstry Street Napa, CA 94559
Phone: +1-707-257-1800

Accomodation

The Westin Verasa, Napa
1314 McKinstry Street, Napa, CA, 94559
Venue phone
1-707-257-1800
Venue website
http://west.tn/1Uix3fy

Accommodations
Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Westin Verasa. To receive the discounted rate, please identify yourself as a participant of ITSMA’s Marketing Leadership Forum. There is a 3-day cancellation policy.

Room Rates
Available until May 9, 2017 –
Does not include $20 nightly amenity fee which includes parking, Wi-Fi, gym, pool.
$269 Deluxe Room (May 21-23)
$349 Deluxe Room (May 24-27)

Booking Reservations
The official online booking link for our group is no longer available. However, you can contact ITSMA’s liaison at the Westin Verasa, Vanessa Ho, by email at reservations@westinnapa.com or by calling 707-257-5123 and she will check on the discount rate based on availability. Please be sure to mention ITSMA as the group you’re booking under. 

Hotel Information
Nestled on the banks of the Napa River, in the heart of North America’s premiere wine growing region, The Westin Verasa Napa is a serene, relaxing haven seamlessly blended with natural beauty and rich cultural heritage. Explore Napa’s beautifully restored architectural gems, attend outstanding performances in the renowned Napa Valley Opera House, frequent fine art exhibitions, drop in on jam sessions, and sample world famous cuisine.

Alternate Hotels:
River Terrace Inn
Distance from Westin Verasa: .11
Napa River Inn at the Historic Napa Mill
Distance from Westin Verasa: .55

ITSMA's Marketing Leadership Forum is a great opportunity to get together with my peers and discuss similar challenges and best practices.

– Workday Mike Mahoney

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