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Events › Marketing Vision 2018 – ITSMA’s Annual Conference and Awards Ceremony

Marketing Vision 2018
November 5-7

  • The Charles Hotel, Cambridge, MA

ITSMA’s annual conference for “what’s next” for B2B services and solutions marketing. 

Marketing Vision 2018

Marketing Vision is the one industry event focused exclusively on marketing excellence and leadership for B2B services and solutions in the connected economy, and ITSMA’s 2018 program promises to provide insight and best practice examples for marketers to apply to their own organization in this era of digital transformation.

We have a great line-up of speakers with presentations that will challenge our thinking:

  • EJ Bodnar, Account Based Marketing Leader, Nutanix
  • Bev Burgess, Senior Vice President & ABM Practice Lead, ITSMA
  • Mary Carse, Senior ABM Strategist, HP, Inc.
  • Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University 
  • Sundar Ganapathy, Associate Partner, McKinsey & Company
  • Mike Keating, Senior Vice President, Global Marketing & IP Strategy, CGI
  • Suzanne Kounkel, Chief Marketing Officer, US Deloitte Consulting LLP
  • Rob Leavitt, Senior Vice President, ITSMA
  • Spencer Lin, Global Chemicals & Petroleum and Industrial Products Lead and Global CFO Lead, IBM Institute for Business Value
  • Dave Munn, President & CEO, ITSMA
  • Lee Odden, CEO, TopRank Marketing
  • Vincent Rousselet, Vice President, ITSMA
  • Lauren Sallata, Chief Marketing Officer, Panasonic North America
  • Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
  • Scott Snook, Senior Lecturer, Harvard Business School
  • Regina Soller-Gould, US Field and Americas Account Based Marketing Lead, Pure Storage
  • Chris Williams, Chief Marketing Officer, Cognizant Consulting

 

One of the highlights of Marketing Vision is our Marketing Excellence Awards Ceremony, which honors companies that have demonstrated the pursuit of excellence in the four most critical aspects of success: strategy and planning, innovation, execution, and business results.  Take a look at our 2018 MEA finalists!

 

What Marketing Vision Participants say:

https://youtu.be/KNzkUzxPluM

Small venue with engaged attendees, allowing for excellent opportunities to share stories, best practices, and challenges.

Julianna Benedick, Marketing Director, Panasonic

Who Should Participate & Why

Marketing Vision 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 the next calendar year
  • Help team members learn new skills and elevate their perspective
  • Reward and recognize your team’s hard work

Gold Sponsors

SlapFive

SlapFive fills the trust gap that exists in the market between buyers and sellers. Our Customer Voice Marketing engine makes it drop-dead simple to capture your customers’ voice in audio and video, and unleash it as customer stories into every marketing, sales, and customer success initiative. Companies like Microsoft, Cisco, Staples, Carbon Black, Axway, and Acumatica use SlapFive’s software and expert services to better acquire, engage, and grow customers. SlapFive was a finalist for MassTLC’s Innovative Technology of the Year for Sales & Marketing. To learn more, or chat live with SlapFive founder Jeff Ernst, go to www.slapfive.com.

 

Swarmworks

SwarmWorks® is a leading international specialist for innovative audience engagement and participation to make meetings more productive and memorable. From group gaming designed to inject fun into meetings to effective ways to tap into the collective intelligence of large teams – SwarmWorks covers a wide range of entertainment and strategy applications. All our event solutions are 100% customizable. Our dedicated solutions turn conventional meetings into state-of-the-art interactive events. Visit us at www.swarmworks.us or email info@swarmworks.com for more information.

 

Silver Sponsors


 Agent3
Agent3 helps brands realize the full potential of ABM in driving significant commercial impact in their most strategically important accounts, at scale. Using proven proprietary workflows and a combination of data, technology, and content solutions, client programs are delivered by a professional services team based in London, New York, and San Francisco.

Our customer-facing team includes a blend of specialist functions spanning insights, strategy, planning, creative production, and campaign execution; this enables us to deliver end-to-end ABM programs for some of the world’s biggest and fastest growing tech, telco, and professional services brands including BT, CA, Cisco, Pure Storage, Salesforce, Sony, Tata Communications, and Veritas.

We also have dedicated data, engineering, and innovation teams focused on identifying and productizing new ways of identifying and engaging target organizations and individuals.

We’re part of the Next 15 digital communications group, which employs over 1,350 people across 32 offices in 14 countries. This allows us to continually invest in technology innovation and skills, as well as access group-wide capabilities ranging from digital build and programmatic AdTech execution agencies, to investor relations and stakeholder insight specialists.

 


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.

 


Sponsorship Opportunities

Sponsoring ITSMA’s annual Marketing Vision 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 lcarroll@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 for this program must be approved by ITSMA prior to the start of the program

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.

 

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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.

EJ Bodnar
Account Based Marketing Leader, Nutanix
Beverley Burgess
Senior Vice President and ABM Practice Lead, ITSMA
Mary Carse
Senior ABM Strategist, HP Inc.
Jonathan Copulsky
Former Chief Content Officer & Principal, Deloitte; Author and Lecturer, Northwestern University
Lisa Dennis
Senior Associate, ITSMA & President, Knowledgence Associates
Sundar Ganapathy
Associate Partner, McKinsey & Company
Mike Keating
Senior Vice President, Global Marketing and IP Strategy, CGI
Suzanne Kounkel
Chief Marketing Officer, US Deloitte Consulting LLP
Rob Leavitt
Senior Vice President, ITSMA
Spencer Lin
Global Chemicals & Petroleum and Industrial Products Lead and Global CFO Lead, IBM Institute for Business Value
Kathy Macchi
Senior Associate, ITSMA & Vice President, Consulting Services, Inverta
David C. Munn
President and CEO, ITSMA
Lee Odden
CEO, TopRank Marketing
Vincent Rousselet
Vice President, ITSMA
Lauren Sallata
Chief Marketing Officer, Panasonic North America
Julie Schwartz
Senior Vice President, Research & Thought Leadership, ITSMA
Scott Snook
Senior Lecturer of Business Administration, Harvard Business School
Regina Soller-Gould
US Field and Americas Account Based Marketing Lead, Pure Storage
Christopher K. Williams
Chief Marketing Officer, Cognizant Consulting
Agenda

Monday, November 5, 2018

  • 1:00 pm - 4:30 pm

    Pre-Conference Workshops:

    Account-Based Marketing: Emerging Trends, New Tools, and Approaches

    Bev Burgess, Senior Vice President & ABM Practice Lead, ITSMA

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

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

    Reaching the C-Suite: Engaging Executives with Ideas, Content, and Innovation

    Rob Leavitt, Senior Vice President, ITSMA

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

    Transforming Marketing for the Digital Future: Exploring the Six Areas of Transformational Change

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

    Vincent Rousselet, Vice President, ITSMA

  • 5:00 pm - 7:00 pm

    Welcome Reception and Pre-Registration

Tuesday, November 6, 2018

  • 7:30 am - 8:30 am

    Registration & Continental Breakfast

  • 8:30 am - 9:00 am

    Kickoff and Opening Remarks

    Dave Munn, President & CEO, ITSMA

  • 9:00 am - 10:00 am

    How Executives Engage: Connecting with Customers at Every Stage of the Relationship Lifecycle

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

  • 10:00 am - 10:30 am

    Networking Break

  • 10:30 am - 11:15 am

    How to Win in Today’s New World of Marketing

    Sundar Ganapathy, Associate Partner, McKinsey & Company

    More Information

    Marketing has changed more in the last five years than the previous 20 years. With the role of the CMO being redefined by customer expectations, the proliferation of digital technologies and the vast amounts of customer data available, it’s time to re-imagine and transform our marketing capabilities to meet the needs of the new world of marketing. Join McKinsey’s Sundar Ganapathy, who will explore what this new operating model looks like and the five core pillars that marketers must excel in to win.

  • 11:15 am - 12:00 pm

    CMO Panel

    Facilitator: Rob Leavitt, Sr. Vice President, ITSMA

    Lauren Sallata, Chief Marketing Officer, Panasonic NA

    Suzanne Kounkel, Chief Marketing Officer, US Deloitte Consulting LLP

    Chris Williams, Chief Marketing Officer, Cognizant Consulting

  • 12:00 pm - 1:15 pm

    Networking Lunch—With Table Topics

  • 1:15 pm - 2:00 pm

    ABM Leaders Panel

    Facilitator: Bev Burgess, Senior Vice President & ABM Practice lead, ITSMA

    EJ Bodnar, Account Based Marketing Leader, Nutanix

    Mary Carse, Senior ABM Strategist, HP Inc.

    Regina Soller-Gould, US Field and Americas Account Based Marketing Lead, Pure Storage

  • 2:00 pm - 2:30 pm

    Transition Break

  • 2:30 pm - 3:15 pm

    Breakout Discussion Sessions:

    Accelerating Sales with Thought Leadership & Executive Engagement

    Rob Leavitt, Senior Vice President, ITSMA

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

    Transforming Marketing for the Digital Future: Evolution or Revolution?

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

    Vincent Rousselet, Vice President, ITSMA

    Building & Scaling an Account-Based Marketing Program that Drives the 3 R’s (Reputation, Relationships, & Revenue)

    Bev Burgess, Senior Vice President & ABM Practice Lead, ITSMA

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

    Anticipating the Next Wave of Martech Tools

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

  • 3:15 pm - 3:45 pm

    Transition Break

  • 3:45 pm - 5:15 pm

    A Tale of Two Coaches: Is it Better to be Loved or Feared?

    Dr. Scott Snook, Senior Lecturer, Harvard Business School and former Colonel in the U.S. Army

    More Information

    What motivates people to do their best? What is the most effective style of leading? Is it better to be loved or feared? “A Tale of Two Coaches” examines some of the most fundamental assumptions about human nature, motivation, and leadership style by comparing and contrasting the careers and influence styles of legendary coaches Bob Knight and Mike Krzyzewski—both successful coaches, but with dramatically different leadership styles.

    Drawing from the latest research in the field of positive psychology and leader development, this session challenges our deeply held, but often unconscious, beliefs about what really drives performance and development.

  • 5:15 pm - 5:30 pm

    Day One Wrap-up

    Rob Leavitt, Sr. Vice President, ITSMA

    Julie Schwartz, SVP, Research & Thought Leadership, ITSMA

    Vincent Rousselet, Vice President, ITSMA

  • 6:00 pm - 7:30 pm

    Networking Reception & Light Dinner

  • 7:30 pm - 8:30 pm

    Marketing Excellence Awards Ceremony

Wednesday, November 7, 2018

  • 7:00 am - 8:00 am

    Continental Breakfast & Networking

  • 8:00 am - 8:30 am

    Welcome Back & ITSMA Update

    Rob Leavitt, Senior Vice President, ITSMA

  • 8:30 am - 9:15 am

    The Confluence Equation: How Content and Influencers Drive B2B Marketing Success

    Lee Odden, CEO, TopRank Marketing, and Author of Optimize: How to Attract and Engage More Customers

    More Information

    What’s the secret formula to scalable, quality content? Find out how B2B brands, big and small are able to create more awareness, engagement and pipeline with the confluence equation. Join influencer marketing pro Lee Odden as he shares a framework, formula and tools for content marketing success working with influencers.

    • In this presentation you will:
      – Learn the Influencer Content Marketing Maturity Model and where your brand fits
      – See how collaboration between influencers, employees and community drives content at scale
      Explore how a modular approach to influencer content can fuel cross-channel campaigns
      – Understand which technologies are available to facilitate influencer identification, engagement and performance reporting
  • 9:15 am - 10:00 am

    The Role of IBM’s Institute of Business Value in Bringing Thought Leadership and Insights to C-Suite Executives and Internal IBM Audiences

    Spencer Lin, Global Chemicals & Petroleum and Industrial Products Lead and Global CFO Lead, IBM Institute for Business Value

    More Information

    The IBM Institute for Business Value delivers value through three programs: Thought Leadership, The C-suite, and Performance Data & Benchmarking. Spencer will provide an overview of the Institute for Business Value as well as highlights from IBM’s latest Global C-suite research, the CMO Study, which shows that CMOs are facing an expanded mandate to reimagine their role within the C-suite and across the enterprise. Their challenge: to set new standards for how marketing gets done.

    Why now? Today, organizations are evolving from product-led to experience-led businesses. As brand stewards and customer champions, CMOs need to strategically address how to help their organizations compete by increasing value.

  • 10:00 am - 10:30 am

    Networking Break

  • 10:30 am - 11:15 am

    Combining Marketing and a Business Solutions Strategy: Lessons Along a Cultural Journey

    Mike Keating, Senior Vice President, Global Marketing & IP Strategy, CGI

    More Information

    Three years ago, CGI began a journey to double its IP-driven, Business Solutions business, while simultaneously transforming its global organizational and innovation model.

    This session will discuss some lessons learned along the way, including:

    • The elements of business solutions: software applications, reusable frameworks and delivery methods
    • Striking a balance of local culture and global ambition
    • The importance of a learning culture, and partnerships between HR and Marketing
    • The value of learning while doing, rather than content-driven, go-to-market approaches
  • 11:15 am - 11:30 am

    Transition Break

  • 11:30 am - 12:40 pm

    Six Best Practice Case Studies from 2018 Marketing Excellence Award Winners

  • 12:45 pm - 1:30 pm

    Conference Wrap-Up, Prize Drawings, Networking Lunch

    Dave Munn, President & CEO, ITSMA

    Rob Leavitt, Senior Vice President, ITSMA

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

    Bev Burgess, Senior Vice President & ABM Practice Lead, ITSMA

  • 1:30 pm - 3:00 pm

    Post-Conference Workshops:

    The Power of Storytelling as a Strategic Business Tool

    Vincent Rousselet, Vice President, ITSMA

    Value Propositions That Sell: Turning Your Message Into a Magnet That Attracts Buyers

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

    Exploring Next Gen ABM

    Bev Burgess, Senior Vice President & ABM Practice Lead, ITSMA

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

Fees and Hotels

Pricing

    • Earlybird (Extended until Sep 12)
    • Advanced (Sep 13 - Sep 30)
    • Standard (Oct 1 - Nov 5)
    • Members
    • $1,795
    • $1,995
    • $2,295
    • Non members
    • $2,095
    • $2,395
    • $2,795
    • Earlybird (Extended until Sep 12)
    • Members$1,795
    • Non members$2,095

Pre-conference workshops are included with conference registration, or available separately at a cost of $595 per member and $795 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, x121.

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, x121.

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

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/

Alternate Hotels & Distance from The Charles Hotel

 

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