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ITSMA´s Annual Marketing Conference 2015

  • The Charles Hotel, Cambridge, MA

(with pre-conference workshops on November 2)

What Marketing Vision 2015 Participants say:

Agenda | Pre-conference Workshops | Post-conference Workshops | Sponsors | Fees & Hotel Info


Twitter#ITSMA15

Overview

ITSMA’s 22nd Annual Marketing Conference will be in Cambridge, Massachusetts, November 2–4. We will have an extraordinary line-up of speakers, pre- and post-conference workshops, networking opportunities, and the 2015 Marketing Excellence Awards celebration. 


Pre-Conference Workshops: November 2, 1:00–4:30 pm

Start the learning early! Three marketing experts will lead half-day workshops on Monday, November 2, from 1:00–4:30 pm for marketers interested in developing their knowledge and skills in Account Based Marketing, Using Buyer Personas, and Understanding the Seven Dimensions of Thought Leadership Mastery. Each workshop will provide knowledge, examples, hands-on experience, and takeaways to help increase your knowledge and skills in these important topics.

Creating the Foundation for Successful Account Based Marketing

Jeff Sands, VP & ABM Practice Co-Lead, ITSMA

Thinking about an ABM program?  Wondering “where and how do I begin?  What resources do I need? In this session, we will discuss the fundamentals of designing and building your ABM program.  We’ll give you examples of how other companies started their ABM program, how they sold it internally, and how they organized for success.

 

How To Use and Apply Buyer Personas

Nicole France, Senior Editor, Research & Thought Leadership, ITSMA

So you’ve got a new set of buyer personas that are based on primary research with actual buyers.  Great!  But now what?  In this workshop, we’ll experiment with practical ways to use buyer personas to shape compelling value propositions.  We’ll also use the insights buyer personas provide to develop and prioritize thought leadership and other content to feed into marketing campaigns and sales support.  You can choose whether to work with your own personas or a set we will provide.  Either way, you’ll leave with a clear set of actions for making the most of this valuable asset.

 

Understanding the Seven Dimensions of Thought Leadership Mastery

Bev Burgess, SVP & ABM Practice Co-Lead, ITSMA Europe

75% of buyers say thought leadership is critical or very important to their shortlist decision. It’s never been more important for you to master this marketing approach.

During this workshop, we will introduce ITSMA’s Thought Leadership Maturity Model, developed with leaders in the field, and delegates will get to rate themselves against some of the key elements across its seven dimensions.  We’ll share examples from some of the best agenda setters in the industry, combined with breakout discussions on the practical steps everyone can take to increase the impact of their programs.

This workshop is for you if you’re responsible for designing, managing and evaluating strategic thought leadership programs and you want to raise your game.

 

Breakout Sessions: November 3

Exploring the Top New Marketing Tools, Technologies, & Trends
Kathy Macchi, Senior Associate, ITSMA

Read more about this topic

Marketing technology is the infrastructure on which modern marketing organizations run.  As the marketing technology landscape rapidly expands, marketers are trying to keep up and evaluate a growing list of technologies. Come to this session to hear about the latest tools, technologies and trends and how they are being used by B2B marketers.  Share your Marketing Technology Stack and hear what your colleagues are using to improve their marketing efforts.

Communicating Marketing Impact & ROI
Julie Schwartz, SVP, Research & Thought Leadership, ITSMA

Read more about this topic

Marketing is changing and becoming more strategic. To build trust and support in the Boardroom for this new strategic role, marketers need to go beyond data to tell a compelling story about the outcomes they’re delivering for the business. But where does ROI fit in? That depends. Join Julie Schwartz, ITSMA’s Senior VP, Research and thought Leadership, to explore the story marketing needs to tell the C-Suite, and how to tell it so that it resonates. 

Becoming an Agenda Setter in Thought Leadership
Bev Burgess, SVP & ABM Practice Co-Lead, ITSMA Europe

Read more about this topic

Why are some companies clearly thought leaders while others are merely thought followers?  What distinguishes the agenda setters from the rest? Join this breakout discussion to find out. Drawing on best practice examples and ITSMA’s new thought leadership maturity model, we’ll explore how everyone can build a distinctive reputation, strong stakeholder relationships, and profitable revenues through this powerful marketing approach.

Enabling Sales & Extending SMEs for Effective Customer Engagement
Nicole France, Senior Editor, Research & Thought Leadership, ITSMA

Read more about this topic

Both SMEs and sales are critical to effective selling of B2B services, but the real challenge is getting the best out of both. That task falls to marketing. Deeper customer engagement depends on enabling sales teams to act as extensions of the knowledge and expertise of SMEs. Simple, but not necessarily easy. We will examine best practices in enabling sales teams and extending the reach of SMEs—and how customers respond.


The Minis: 90 Power Minutes: November 4, 1:30–3:00 pm

We will be holding post-conference workshops, included in the Conference fee, led by ITSMA partners.

Developing a Differentiated Story for your Brand in Six Lines
Kate Manasian, Managing Director, Manasian & Co., with Bev Burgess, SVP & ABM Practice Co-Lead, ITSMA Europe

Read more about the workshop

Do you find it difficult to tell your company’s story? Are your solutions too complex to be explained simply?


Kate will share what she has learned working for global product and service organisations that seem to defy simplification and differentiation. She will share her thoughts on what she sees as the unnecessary constraints organizations place on themselves when telling their stories and will explore whether a ‘B2B’ frame of mind gets in the way of strong positioning statements and clear communications.


Delegates will work through a series of exercises to develop simple, concise stories for famous brands and their own brand or product – stories that can be told consistently inside organizations, and beyond.


We’ll get you to think about what organizations stand for and what makes them different.

Utilizing the Latest Tools and Technologies in Targeted and Account Based Marketing Campaigns
Kathy Macchi, Senior Associate, ITSMA

Read more about the workshop

Marketing technology is the infrastructure on which modern marketing organizations run, but do you feel you are coal-powered while the new kids are efficient clean energy.  Fear not! 


Attend this session and get an overview of how marketing technologies work.  Then we’ll dive into how some of those tools and technologies can be implemented to give your Account-based Marketing the precision it needs.

Anatomy of a TED Talk: Overhaul Your Next Big Presentation with Story and Emotion
Mark Wilson, Executive Creative Director, Cramer and Angel Micarelli, VP, Content Marketing, Creative, Cramer

Read more about the workshop


You have a big presentation to give at your user conference, at a tech conference, or at an upcoming sales meeting.  Maybe you just gave one.  You’re wondering how to make it stronger, build a better connection with your audience, and advance your career.


We’ve learned a thing or two from the world’s greatest storytellers and presenters, plus the thousands of meetings and events we’ve produced, and distilled the best parts into a short presentation and a powerful hands-on workshop.


Together, we will help you find your story, develop an engaging story arc, and identify ways to deliver it with emotion and impact.


Interact with ITSMA Subject Matter ExpertsSchedule a 1:1 Session

We are offering 30-minute, one-to-one meetings with ITSMA Subject Matter Experts on an area of your interest. Meeting times are limited, so let us know what you want to talk about. Potential meeting times:

Nov 2
1:30–5:00
7:30 pm
Nov 3
7:30–8:30 am
10:00–10:30 am
3:00–3:30 pm
4:45–6:00 pm
Nov 4
7:30–8:00 am
1:00–5:00 pm

All time slots are filled

A sampling of some of the topics you might consider includes:

  • Any of ITSMA’s research, including the 2015 Services Marketing Budget Allocations and Trends Study
  • Account Based Marketing
  • Brand Positioning & Differentiation
  • Buyer Personas
  • Client Engagement/Advocacy/Loyalty NPS Programs
  • Industry Marketing
  • Lead Generation & Nurturing
  • Marketing Automation & Technology
  • Marketing Metrics & Measurement
  • Sales & SME Enablement
  • Solutions Marketing
  • Thought Leadership Marketing
  • Or suggest a topic and we’ll see what we can do

Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss, and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!


Who Should Participate & Why

ITSMA’s Annual Marketing Conference is designed for senior- and executive-level marketing, strategy, and business development professionals who want to learn from industry peers, stay at the top of their game, bring their marketing practices to the next level, and network with like-minded business leaders.

During the Conference, you’ll have the opportunity to:

  • Challenge your thinking with stimulating presentations from B2B marketing practitioners on today’s most pressing topics and trends
  • Listen to world-renowned authors, thought-leaders, and business advisors on the future of marketing
  • Get tips from successful marketers on how they are transforming their marketing organizations and activities
  • Learn about award-winning marketing programs and campaigns in the Marketing Excellence Award breakouts
  • Build new knowledge and skills in the pre- and post-conference workshops on storytelling, buyer personas, global/local marketing, account based marketing, and new campaign tools and technologies
  • Network with professional peers and fellow industry professionals at the Welcome Reception, Marketing Excellence Awards Reception, lunches, and breaks
  • Meet 1:1 with an ITSMA expert on a topic of your choice

And, in this day of restricted travel, why not take advantage of this opportunity and get together with your team? In addition to sharpening the skills of your team, here are some ways you can make the most of the Conference:

Convene at the Conference. Virtual meetings are convenient, but face-to-face time is priceless. Take advantage of this unique opportunity and wrap a team strategy and planning session around the Conference. You’ll hear plenty of new ideas to discuss, thanks to the fresh content at the Conference.

Develop the skills of your people. Want your team to learn new skills or elevate their perspective? There’s never been a better way.

Reward and recognize your team’s hard work. The Conference is a great way to invest in your top talent, recognize the teams’ successes, and motivate them to keep looking at new and different ways to approach their marketing challenges.

Get personal, one-on-one advice. If you take advantage of a 1:1 meeting, you can start to discuss the advice and plan ways that the team can work together to solve your critical business issues.


Welcome ReceptionMonday EveningNovember 2 (5:00–7:00 pm)

Eat, drink, and enjoy. Kick off your Conference experience at the Welcome Reception and meet like-minded professionals and discuss new directions for future success. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances.


Agenda

MONDAY, NOVEMBER 2

1:00–4:30 pm Creating the Foundation for Successful Account Based Marketing
Jeff Sands, VP & ABM Practice Co-Lead, ITSMA

How To Use & Apply Buyer Personas
Nicole France, Senior Editor, Research & Thought Leadership, ITSMA

Understanding the Seven Dimensions of Thought Leadership Mastery
Bev Burgess, SVP & ABM Practice Co-Lead, ITSMA Europe

5:00–7:00 pm Welcome Reception

 

TUESDAY, NOVEMBER 3

7:30 am Registration & Continental Breakfast
8:30 Conference Kick-Off & Opening Remarks
Dave Munn, President & CEO, ITSMA
9:00

Hacking Marketing: The Convergence of Software and Marketing
Scott Brinker, President & Chief Technology Officer at ion interactive and author of the award-winning Chief Marketing Technologist blog

Read more about this topic

In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software — from the growing number of technologies in our own organizations to the global forces of the Internet at large. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world.

10:00 Networking Break
10:30 Understanding the Customer Experience: Marketing in an Omnichannel World
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
11:30

CMO Spotlight: Avanade’s Marketing Transformation
Lise af Ekenstam, Senior Director, Digital & Marketing Effectiveness, Global Marketing, Avanade
Stella Goulet, EVP & CMO, Avanade

12:15 pm Networking Lunch—Table Topics
1:30

Practitioner Panel: If  It’s All About the Customer Experience – Why Are We Still Pitching?
Facilitator: Roanne Neuwirth, SVP, Farland Group

  • David Coates, Director, Customer Programs, Iron Mountain
  • Janis Fratamico, Director, Relationship Marketing, Bloomberg
2:15 Transition Break
2:30

Breakout Discussion Sessions

  • Exploring the Top New Marketing Tools, Technologies, & Trends
    Kathy Macchi, Senior Associate, ITSMA
  • Communicating Marketing Impact & ROI
    Julie Schwartz, SVP, Research & Thought Leadership, ITSMA
  • Becoming an Agenda Setter in Thought Leadership
    Bev Burgess, SVP & ABM Practice Co-Lead, ITSMA Europe
  • Enabling Sales and Extending SMEs for Effective Customer Engagement
    Nicole France, Senior Editor, Research & Thought Leadership, ITSMA
3:30 Networking Break
4:00 Unlocking the ‘Heart’ of an Organization to Drive Strong Brand Differentiation
Kate Manasian, Managing Director, Manasian & Co.; brand consultant and former partner at Wolff Olins Agency

Read more about this topic

Kate’s talk will revolve around what she has learned working for global product and service organizations that seem to defy simplification and differentiation. She will give her view of why B2B businesses have difficulty articulating the fundamental truths at the hearts of their organizations, where she thinks these truths lie, and how to set about finding them to help your brand stand out. She will share her thoughts on what she sees as the unnecessary constraints organizations place on themselves when telling their stories and will explore whether a ‘B2B’ frame of mind gets in the way of strong positioning statements and clear communications. She will also discuss the value of allowing space for product and service sub brands to help strengthen and breathe life into master brands.

4:45 Day One Wrap-Up
Dave Munn, President & CEO, ITSMA
6:00 Networking Reception
6:30 Light Dinner
7:30 Marketing Excellence Awards Ceremony – Finalists Announced

 

WEDNESDAY, NOVEMBER 4

7:30 am Continental Breakfast & Networking
8:00 Welcome Back & ITSMA Update
 
Dave Munn, President & CEO, ITSMA
Jeff Sands, VP & ABM Practice Co-Lead, ITSMA
8:30 Kristen Lauria, Vice President, Marketing, Global Business Services, IBM
9:15 Communications in the Information Generation
Stella Low, Vice President of Global Communications, EMC
10:00 Networking Break
10:15 Building a Marketing Analytics Engine
Judah Phillips, Partner, Knowledgent, and author of Building a Digital Analytics Organization, Digital Analytics Primer, and Ecommerce Analytics

Read more about this topic

In this session, Judah will present an approach to building a marketing analytics competency that focuses on core principles of data, technology, people, process, outcomes, and trends. He will deconstruct and discuss each principle and provide guidance you can take back to your company and immediately action to improve how you currently use analytics to drive your marketing initiatives.

11:00 Networking Break

11:30–
12:00 pm

Best Practice Case Study Series from 2015 Marketing Excellence Award Winners
  • Driving Business with Thought Leadership
  • Enabling Sales and SME Channels for Deeper Customer Engagement
  • Measuring and Communicating Marketing Performance
12:10–12:40 Best Practice  Case Study Series from 2015 Marketing Excellence Award Winners
  • Accelerating Growth with Account Based Marketing
  • Delivering an Omnichannel Customer Experience
  • Driving Business with Thought Leadership
12:45 Conference Wrap-up, Prize Drawings, Networking Lunch
1:30–3:00 Topical 90-minute Power Workshops
  • Developing a Differentiated Story for your Brand in Six Lines
    Kate Manasian, Managing Director, Manasian & Co.; brand consultant and former partner at Wolff Olins Agency
    Bev Burgess, SVP & ABM Practice Co-Lead, ITSMA Europe
  • Utilizing the Latest Tools and Technologies in Targeted and Account Based Marketing Campaigns
    Kathy Macchi, Senior Associate, ITSMA
  • Anatomy of a TED Talk: Overhaul Your Next Big Presentation with Story and Emotion
    Mark Wilson, Executive Creative Director, Cramer & Angel Micarelli, VP, Content Marketing, Creative, Cramer
 

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

 


Sponsorship Opportunities

Sponsoring ITSMA’s Annual Conference is a great way to showcase your brand strength and gain visibility with senior-level marketing and sales executives. Several opportunities are available to meet your needs and budget. Contact Dirk Mullenger at dmullenger@itsma.com for more information.


Sponsors

Platinum Sponsor

Cramer

Cramer creates experiences that fuel connections between brands and the people vital to their success. A 150-person strong marketing studio with a 30-year legacy of delivering results for global businesses.

Gold Sponsor

UBM Tech

UBM Tech is a global media business that brings together the world’s technology communities through live events, online properties and custom services. UBM Tech’s community-focused approach provides editorially-facilitated environments for professional decision makers to freely exchange ideas and connect around the most pressing market issues they face to help shape the future of the technology market.

 

Silver Sponsors

Farland GroupFarland Group is a marketing and strategy consulting firm that brings together corporations and their most important stakeholders to solve the strategic challenges facing businesses today.  Our work focuses on building agendas and programs that help executives understand their markets while establishing deep relationships with their most important customers through customer advisory boards, executive forums and online communities.

Our proven methodology brings the voice of the customerand all of your most important stakeholdersinto the strategic planning process to drive decision making and impactful execution.  Through this process, the management teams we work with are able to test strategic assumptions, gain insight into emerging market needs, establish leadership platforms that drive organizational change and, most importantly, develop personal relationships with key stakeholders that lead to new opportunities.

 

Manasian & Co We are a strategic brand consultancy. We help organisations position themselves in the market. Our approach is based on the belief that at the heart of complicated businesses are simple truths. We see our job as helping clients find those truths, express them clearly and use them to enhance understanding with their audiences. We deliver positioning strategies, naming solutions and branding and communication programmes for national and global organisations.


Fees and Hotel Information

Pricing: November 3–4 Conference
Includes Attendance to
November 2 Workshops

November 2
Pre-Conference Workshops

  Member: Non-member: Member: Non-member:
Early Bird Registration thru 8/31 $1,595 $1,995 $395
(Free with
conference
registration)
$595
(Free with
conference
registration)
Advanced Registration 9/1–9/30 $1,795 $2,295
Standard Registration 10/1–11/3 $1,995 $2,495
Onsite Registration $2,195 $2,695
Conference fee includes handout materials, pre- and post-conference workshops, continental breakfasts, lunches, refreshments, receptions, and Awards ceremony.
*Contact ITSMA for details about special discounts for three or more participants from your organization at cjefferson@itsma.com

 

Event Location: The Charles Hotel, One Bennett Street, Cambridge, MA 02138
http://charleshotel.com/
  Phone: +1-617-864-1200     Toll free: 800-882-1818     Fax: +1-617-864-5715
  Booking Hours: Monday–Friday: 8 am to 7 pm ET; Saturday: 9 am to 4 pm ET
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 Charles Hotel. You can book your room online as noted above or call the hotel directly for room reservations. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference.

ITSMA’s Room Block is Sold Out. Alternate hotels listed below.

Alternate Hotels & distance from The Charles Hotel:
Room rates:

Sold Out — See Alternate hotel list above.

$309 Single/Double/King Charles Suite.
Available until October 13, 2015. 

Hotel Information: The Charles Hotel experience reflects the eclecticism that is Cambridge. An urban oasis, The Charles offers something for everyone who is visiting the Boston area. Guests can soak in their academic surrounding by attending a lecture at Harvard, relax with a stroll along the Charles River, explore downtown Boston or dine at some of the Boston and Cambridge area’s finest restaurants, including The Charles’ own Henrietta’s Table and Rialto. In addition, The Charles is home to a thriving jazz club, the Regattabar a popular cocktail bar, Noir, and an ice-skating rink during the winter months.
Special Requests: If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at cjefferson@itsma.com or +1-781-862-8500, Ext. 121.
Dietary Restrictions: Please let us know in advance if you have any dietary restrictions so that we can plan accordingly and make your experience at the Conference a good one. Please enter the information in the appropriate space on the Registration Form or contact Carolyn Jefferson at cjefferson@itsma.com or +1-781-862-8500, Ext. 121.
Absentee & Early Voting Absentee & Early Voting for November 3, 2015 Election
Most states have a method for any eligible voter to cast a ballot before Election Day, either during the early voting period or by requesting an absentee ballot. For more details:
HTTP://WWW.NCSL.ORG/RESEARCH/ELECTIONS-AND-CAMPAIGNS/ABSENTEE-AND-EARLY-VOTING.ASPX
International Travelers: Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization, and by March 2010, the old I-94 entry form is expected to be a thing of the past. Here’s what you need to know. U.S. Electronic System for Travel Authorization (ESTA) information: https://esta.us/

Cancellation, Refund, and Photo Policies

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to cjefferson@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

Participants at this event agree to allow ITSMA to take photos during the event. Pictures captured by ITSMA’s photographer may be used in future promotional materials or presentations. For questions or concerns, please contact us at info@itsma.com.


Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.


 

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.

Agenda
Fees and Hotels

Accomodation

Reservations: Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel, but the deadline has now passed (October 12). However, you can call the hotel directly at +1 617-864-1200 (Reservations Department) to see if rooms are still available. Otherwise, please refer to our list of alternate hotels.

Booking Hours: Monday – Friday: 8 am to 7 pm ET; Saturday: 9 am to 4 pm ET

Hotel Information: The Charles Hotel experience reflects the eclecticism that is Cambridge. An urban oasis, The Charles offers something for everyone who is visiting the Boston area. Guests can soak in their academic surrounding by attending a lecture at Harvard, relax with a stroll along the Charles River, explore downtown Boston or dine at some of the Boston and Cambridge area’s finest restaurants, including The Charles’ own Henrietta’s Table. In addition, The Charles is home to a thriving jazz club, the Regattabar a popular cocktail bar, Noir, and an ice-skating rink during the winter months.

The Charles Hotel, Cambridge
One Bennett Street, Cambridge, MA, 02138
Venue phone
+1-617-864-1200
Venue website
http://charleshotel.com/

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ITSMA HOT TOPICS!

ITSMA HOT TOPICS!

Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership