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Marketing Vision 2017
November 1-2
(pre-conference workshops on October 31)

  • Conference
  • The Charles Hotel, Cambridge, MA

Register today! Our advanced pricing (savings up to $300) ends September 30.
Join the conversation on what’s next for services and solutions marketing

Pre- and post-conference workshops on October 31 and November 2
Marketing Excellence Awards celebration on November 1

Agenda  |  Sign up  |  Speakers  |  Sponsors  |  Workshops

Marketing Vision 2017

The pressure on B2B marketers is great but the opportunity ahead is even greater. With the rise of the connected economy, B2B marketers are leading the way with new strategies for growth… and we’re gathering in November to discuss what’s working, what’s new, and what’s next.

ITSMA’s annual Marketing Vision conference is the one industry event focused exclusively on marketing excellence and leadership for B2B services and solutions in the connected economy, and this year’s program is better than ever.

Join the conversation in November to:

  • Challenge your thinking with presentations from B2B marketing thinkers and executives, including:
    • Vala Afshar, Chief Digital Evangelist, Salesforce
    • Teresa Cook, Vice President, Worldwide Global Technology Services Product Marketing, IBM 
    • Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
    • Jessica Fewless, Vice President, ABM Strategy, Field and Channel Marketing, Demandbase
    • Malcolm Frank, EVP, Chief Strategy Officer, and CMO, Cognizant, and author of What To Do When Machines Do Everything: How to Get Ahead in a World of AI, Algorithms, Bots, and Big Data 
    • Carmen Simon, Cognitive Neuroscientist, Founder of Memzy, and author of Impossible to Ignore: Creating Memorable Content to Influence Decisions
    • John Sviokla, Principal and US Marketing Leader, PwC
    • Julie Schwartz, Senior Vice President, ITSMA
    • and more!
  • Network with a tightly targeted peer group of marketing leaders and practitioners
  • Learn about best practice programs and campaigns from 2017 Marketing Excellence Award winners
  • Build new knowledge and sharpen your skills in the pre- and post-conference workshops
  • Meet 1:1 with an ITSMA expert on a topic of your choice

 

What Marketing Vision Participants say:

Really great insights - love the elevated level of conversation and debate. ITSMA team rocks! And the pre-conference workshop was very enlightening.

Andrew Harris, Bizible

Who Should Participate & Why

Marketing Vision 2017 is designed for marketing, strategy, and business development executives and professionals who want to learn from industry peers, explore relevant new thinking, bring their marketing practices to the next level, and network with like-minded leaders.

Extend your learning with one-on-one advice: Schedule a side meeting with an ITSMA expert to dig deeper into critical issues, challenges, and opportunities.

Bring your team, too: Virtual meetings are convenient, but face-to-face time is priceless. Share the learning with colleagues and leverage conference content and connections across the organization:

  • Convene a team meeting before or after the conference to explore new approaches for 2018
  • Help team members learn new skills and elevate their perspective
  • Reward and recognize your team’s hard work

Pre-Conference Workshops: October 31, 1:00–4:30 pm

Start the learning early! Increase your knowledge and skills on essential B2B marketing challenges and opportunities with top experts and small peer groups. Each workshop provides a deep dive into the specific knowledge, examples, hands-on experience, and key takeaways that you need to improve performance in each area. No additional fee is required.

The Neuroscience of Memorable Marketing
Dr. Carmen Simon, Cognitive Neuroscientist, Founder of Memzy, and author of Impossible to Ignore: Creating Memorable Content to Influence Decisions

Engaging the C-Suite with Thought Leadership and Content
Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
Rob Leavitt, Senior Vice President, ITSMA

Driving Growth with Three Types of ABM
Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates
Jessica Fewless, VP, ABM Strategy, Field and Channel Marketing, Demandbase

 

Check back soon for workshop details!


Post-Conference Workshops: November 2, 1:30–3:00 pm

Continue the learning after the conference. Post-conference workshops, led by ITSMA experts, provide another great opportunity to dig into the latest thinking, examples, and lessons learned on critical issues for marketing excellence in the connected economy. No additional fee is required.

Enabling Sales with Insight and Content
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates

Leveraging Tools for Campaign Effectiveness
Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

Maximizing Impact with Events that Connect
Brent Turner, SVP Marketing & Technology, Cramer
Lindsay Nie, Head of Creative Technology, Cramer

 

Check back soon for workshop details!


Welcome Reception—Tuesday Evening—October 31

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.


Marketing Excellence Awards—Wednesday Evening—November 1

Celebrate with 2017’s top performers in marketing for B2B services and solutions. ITSMA has honored B2B marketing excellence since 1998, and our special reception will end the suspense with announcement of this year’s winners in seven critical aspects of services and solutions marketing, along with special awards for top performers from small- and medium-sized businesses:

  • Accelerating Growth with Account-Based Marketing
  • Closing the Insight-to-Action Gap [New in 2017]
  • Driving Business with Thought Leadership
  • Enabling Sales for New Growth Opportunities
  • Ensuring Customer Success
  • Strengthening Brand Differentiation
  • Transforming Marketing for Digital Leadership [New in 2017]

Platinum Sponsor

demandbase_logo_3c

Demandbase is a leader in Account-Based Marketing (ABM). The company offers the only Artificial Intelligence-enabled, comprehensive ABM platform that spans advertising, marketing, sales and analytics. Enterprise leaders and high-growth companies such as Accenture, Adobe, Dell, DocuSign, GE, Grainger, McKesson, Oracle, Salesforce and others use Demandbase to drive their ABM strategy and maximize their marketing performance. The company was named a Gartner Cool Vendor for Tech Go-To Market in 2016. For more information, please visit https://www.demandbase.com or follow the company on Twitter @Demandbase.

Gold Sponsor

Salesforce Pardot

When sales and marketing are in sync, your business is unstoppable. With Salesforce Pardot, marketers can create, deploy and manage personalized marketing campaigns, empower sales to connect faster, from anywhere with the right message at the right time, and get actionable insights from their data. Pardot customers see improved prospect engagement, better returns from marketing spend, and accelerated top line growth. Stop by the Pardot booth to learn how you can accelerate your pipeline with B2B marketing automation by Salesforce.


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.


Cancellation, Refund, and Photo Policies

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

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.


 

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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.

Vala Afshar
Chief Digital Evangelist, Salesforce
Teresa Cook
Vice President, Worldwide Global Technology Services Product Marketing, IBM
Jonathan Copulsky
Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
Lisa Dennis
Senior Associate & President, Knowledgence Associates, ITSMA
Jessica Fewless
Vice President, ABM Strategy & Field Marketing, Demandbase
Malcolm Frank
Executive Vice President, Chief Strategy Officer & Chief Marketing Officer, Cognizant Technology Solutions
Rob Leavitt
Senior Vice President, ITSMA
Kathy Macchi
Senior Associate & Vice President, Consulting Services, Inverta
David C. Munn
President and CEO, ITSMA
Julie Schwartz
Senior Vice President, Research & Thought Leadership, ITSMA
Dr. Carmen Simon
Cognitive Neuroscientist and Founder of Memzy
Dr. John J. Sviokla
Principal and Chief Marketing Officer, PwC
Agenda

Tuesday, October 31

  • 1:00–4:30 pm

    Pre-Conference Workshops:
    The Neuroscience of Memorable Marketing

    Dr. Carmen Simon, Neuroscientist & Founder of Memzy and author of Impossible to Ignore: Creating Memorable Content to Influence Decisions

    More Information

    The Neuroscience of Memorable Marketing

    One of the biggest problems that marketers have with messaging and content is that almost none of it is truly memorable. The sad reality is that our audiences forget 90% of what we share with our articles, presentations, and campaigns within two days.

    We’re trying to influence behavior, but how can we persuade our clients or other audiences to take action if they only remember 10% of what we talked about, and we’re not even sure which 10% they remember!

    This workshop will explore science-based guidelines to make sure we’re getting the most out of our messaging and content when we try to influence our audience’s memory and action. Through a series of practical and interactive exercises, you will learn how to:

    • Determine the most critical content an audience must remember and use practical guidelines to create an effective “10% message”
    • Direct your audience’s attention to the most critical parts of your message
    • Sustain attention for prolonged periods of time
    • Control the specific parts of a message that must become memorable long-term
    • Apply a 5-step, sure-fire persuasive framework to any content type to spark action

    Engaging the C-Suite with Thought Leadership and Content

    Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
    Rob Leavitt, Senior Vice President, ITSMA

    Driving Growth with Three Types of ABM

    Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates
    Jessica Fewless, VP, ABM Strategy, Field and Channel Marketing, Demandbase
    Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

  • 5:00-7:00 pm

    Welcome Reception and Pre-Registration

WEDNESDAY, NOVEMBER 1

  • 7:30 am

    Registration & Continental Breakfast

  • 8:30

    Conference Kick-Off & Opening Remarks

    Dave Munn, President & CEO, ITSMA

  • 9:00

    Artificial Intelligence: Succeeding in the New Digital Economy

    Malcolm Frank, EVP, Chief Strategy Officer & CMO, Cognizant Technology Solutions

  • 10:00

    Networking Break

  • 10:30

    Accelerating Marketing Transformation: Priorities for the Digital Future

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

  • 11:15

    The Race to Digital Maturity: Marketing Challenges and Opportunities

    Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author & Lecturer, Northwestern University

  • 12:00 pm

    Networking Lunch - Table Topics

  • 1:15

    The New Work of Marketing

    Teresa Cook, Vice President, Worldwide Global Technology Services Product Marketing, IBM

  • 2:00

    Leadership Panel: Managing Change When Everything Matters

  • 2:45

    Transition Break

  • 3:15

    Breakout Discussion Sessions:
    Accelerating Sales with Thought Leadership & Executive Engagement

    Rob Leavitt, SVP, ITSMA

    Building the Digitally Enabled Marketing Organization

    Julie Schwartz, SVP, Research & Thought Leadership, ITSMA

    Exploring Next Gen ABM

    Lisa Dennis, Senior Associate, ITSMA & President, Knowledgence Associates

    Anticipating the Next Wave of Martech & Tools

    Kathy Macchi, Senior Associate, ITSMA & VP, Consulting Services, Inverta

  • 4:00

    Transition Break

  • 4:30

    Alleviating Boredom: Use Science to Ensure Engagement

    Dr. Carmen Simon, Neuroscientist & Founder of Memzy and author of Impossible to Ignore: Creating Memorable Content to Influence Decisions

    More Information

    Inspiring engagement is one of marketing’s main challenges, especially when we’re supporting high-value, high-consideration services and solutions. If our clients and prospects won’t engage, how can we begin to persuade? Unfortunately, many marketing materials fall short on the engagement level and produce the opposite effect: they leave people flat and sometimes downright bored. So we look to science to learn about the psychology of boredom.

    We have evidence that modern consumers show an increased level of dissatisfaction with available stimuli, especially where marketing is concerned. The good news is that the brain does not want to stay bored for too long. From an evolutionary standpoint, we cannot afford to stay bored. So, if customers are bound to find stimulation somewhere, why not take charge and be the source for the stimulation they crave?

    Building on the neuroscience of memorable marketing, this session reviews practical techniques we can use to alleviate boredom with the content we create and instead provide customers and prospects with engaging content that ensures memory and sets the stage for ongoing conversation.

  • 5:15-5:30

    Day One Wrap-Up

    Dave Munn, President & CEO, ITSMA

  • 6:00

    Networking Reception & Light Dinner

  • 7:30-9:30

    2017 Marketing Excellence Awards Ceremony

THURSDAY, NOVEMBER 2

  • 7:30 am

    Continental Breakfast & Networking

  • 8:00

    Welcome Back & ITSMA Update

    Rob Leavitt, Sr. Vice President, ITSMA

  • 8:30

    New Priorities for Digital Age Marketing: Lessons from PwC

    John Sviokla, Principal and US Marketing Leader, PwC

    More Information

    B2B marketers stand on the front lines of the digital transformation of the global economy: Analyzing trends, identifying opportunities, bringing new offers to market, and transforming our own way of working. This talk will explore the promise and challenge of being truly digital in marketing, and highlight the practical strategies and steps we’re taking at PwC to engage our clients in new ways with an increasingly complex portfolio of products, services, and solutions. We’ll discuss lessons learned from new approaches in priority areas including account insight and targeting, thought leadership, events, and digital engagement.

  • 9:15

    The State of the Connected Customer: Implications for Marketers

    Vala Afshar, Chief Digital Evangelist, Salesforce

  • 10:00

    Networking Break

  • 10:30

    TBD

  • 11:15

    Transition Break

  • 11:30-12:40 pm

    Six Best Practice Case Studies from 2017 Marketing Excellence Award Winners

  • 12:45

    Conference Wrap-up, Networking Lunch, Prize Drawings

  • 1:30-3:00

    Post-Conference Workshops:

    Enabling Sales with Insight and Content

    Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
    Lisa Dennis, Senior Associate, ITSMA, & President, Knowledgence Associates

    Leveraging Tools for Campaign Effectiveness

    Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

    Experiences that Connect: New Strategies, Designs, and Tools to Energize Face-to-Face Engagement

    Brent Turner, SVP Marketing & Technology, Cramer
    Lindsay Nie, Head of Creative Technology, Cramer

    More information

    Amid the continued rush to digital, successful marketers understand well the continuing value of live, face-to-face engagement. From executive meetings and briefing centers to innovation days, thought leadership seminars, and customer and partner events, however, marketers are rethinking to in-person activities and transforming traditional approaches with an array of new strategies, designs, and technologies.

    This workshop with Cramer, a brand experience agency, will dive into the emerging tools and techniques that leading edge marketers are using to energize face-to-face engagement. With hands-on demos and activities, you’ll experience a fast-paced look at a range of new approaches to consider for your own programs and events.

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

Fees and Hotels

Pricing

    • Earlybird (Until August 31)
    • Advanced (Sep 1 - Sep 30)
    • Standard (Oct 1 - Nov 1)
    • Members
    • $1,695
    • $1,895
    • $2,195
    • Non members
    • $1,995
    • $2,295
    • $2,695
    • Earlybird (Until August 31)
    • Members$1,695
    • Non members$1,995

Pre-conference workshops are included with conference registration, or available separately at a cost of $495 per member and $695 per non-member.

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 lhafer@itsma.com.

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 Laura Carroll at lcarroll@itsma.com or +1 781 862 8500, x145.

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 Laura Carroll at lcarroll@itsma.com or +1 781 862 8500, x145.

International Travellers

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. U.S. Electronic System for Travel Authorization (ESTA) information: https://esta.cbp.dhs.gov/esta/

Accomodation

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

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.

To book your room please use this link: ITSMA Annual Marketing Conference Booking Link

As an alternative you may also reach the group rate by following the steps below through The Charles Hotel general website:

  • Go to the hotel’s website www.charleshotel.com
  • On the top of the screen, enter the dates for your stay
  • Enter the Group Code: ITSMA2017
  • Click “Book Now”
  • Click “View Available Rooms”
  • Select the room type preferred
  • Complete the contact and billing information
  • The guest will be emailed a confirmation number

If you would like to place the reservation over the phone, please call 617-864-1200 and ask to be connected to the Reservations Department. Advise the agent of our group code (ITSMA2017) in order to receive a room in the room block.

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.

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

Alternate Hotels & Distance from The Charles Hotel

 

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