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The IM+T Summit is moving into 2016. Please stay tuned for
2016 event news and updates.

Monday | October 26

  1. 7:30 AM – 9:00 AM

    EVENT REGISTRATION | Networking | Breakfast

  2. 9:05 AM – 10:00 AM

    KEYNOTE: The Tech-Enabled Customer Journey

    Brands must laser focus on the customer and the customer’s experience with the brand first. To do this, brands must identify where along the various digital paths they can improve, even delight, the potential customer. Then, and only then, the brand’s marketer can identify and apply the best marketing technology solution to make improvements in the customers’ experience, resulting in higher conversion/revenue.

    Additionally, since most companies do not have the resources to make all these improvements at once, the company must prioritize investments in martech solutions based on the greatest positive revenue impact each will have on your business. Showcasing ROI based on improved customer engagement and conversion will increase the likelihood of investment approval from senior management.

    Bryan will present:
    • How to analyze the customer journey, your brand’s storytelling and identify opportunities for improvement
    • How to align your customers goals with your brand’s own goals, and then,
    • How to determine the marketing technology that will help you achieve your goals, improve your customer’s experience with your brand, and ultimately increase conversion.

  3. 10:05 AM – 10:30 AM

    The Integration/Marketing Automation Journey - Three Part Series

    The big boys can afford fully integrated marketing automation implementations that are wired into all their systems and supported by legions of back-end IT and client service teams. At smaller companies, a more hands-on approach is required by marketing professionals, and the relationship between marketer and IT has become a key component to ongoing success.

    This three-session block will showcase how marketing and IT teams are successfully approaching the selection and integration of marketing automation technology at small and mid-size companies and how to leverage technology and relationships to derive the full benefits of these increasingly important tools.

    Session 1: Core Marketing Automation Solutions:
    Get a look at the automation solutions that SMB marketers and marketing technologists should consider, and what key features to review based on your individual company’s needs.

    You’ll learn:
    • Basic functions to cover in any marketing technology stack
    • How to choose between platforms, suites, and best of breed
    • Factors to consider when looking for a match between your company and potential solutions

  4. 10:05 AM – 10:30 AM

    Social Media Tech Bootcamp: Leveraging Likes & Follows

    There’s countless social media solutions available to marketers. Which ones will really help your brand gain valuable customer insights and outmaneuver the competition? Discover what data marketers need to capture via social and the best ways to leverage social measurement, targeting and listening technology.

    You’ll learn:
    • What solutions will put your brand on the cutting edge
    • Ideas for distributing relevant content via social
    • The best ways to evaluate social ROI

  5. 10:30 AM – 10:55 AM

    Refreshment Break

  6. 11:00 AM – 11:25 AM

    The Integration/Marketing Automation Journey - Three Part Series

    The big boys can afford fully integrated marketing automation implementations that are wired into all their systems and supported by legions of back-end IT and client service teams. At smaller companies, a more hands-on approach is required by marketing professionals, and the relationship between marketer and IT has become a key component to ongoing success.

    This three-session block will showcase how marketing and IT teams are successfully approaching the selection and integration of marketing automation technology at small and mid-size companies and how to leverage technology and relationships to derive the full benefits of these increasingly important tools.

    Session 2: Prioritizing Solutions
    Now that you know how marketing automation can solve numerous marketing challenges, it’s time to identify what components to consider adding to your stack, and which can bring the most value to your company.

    You’ll learn:
    • The most common solutions for today and what’s coming tomorrow
    • A strategic approach to selecting which solutions to add
    • What to look for in a solution vendor

  7. 11:00 AM – 11:25 AM

    Video Marketing Tech: Maximizing ROI - Two Part Series

    Video is hot and there are no signs that it’s cooling down. But creating and sustaining a marketing program using video requires new skillsets and a thorough understanding of how video content is consumed and should be produced in order to achieve the best results. In this two-part session block you’ll learn the key points of creating and deploying video marketing that gets measurable results. We’ll cover:

    Session 1: Creating Video
    Learn how to use technology solutions to create top-notch quality videos that engage audiences in ways that won’t break budgets. We’ll cover optimal length; the importance of production value; and the creative design and tone your video should showcase.

  8. 11:30 AM – 11:55 AM

    The Integration/Marketing Automation Journey - Three Part Series

    The big boys can afford fully integrated marketing automation implementations that are wired into all their systems and supported by legions of back-end IT and client service teams. At smaller companies, a more hands-on approach is required by marketing professionals, and the relationship between marketer and IT has become a key component to ongoing success.

    This three-session block will showcase how marketing and IT teams are successfully approaching the selection and integration of marketing automation technology at small and mid-size companies and how to leverage technology and relationships to derive the full benefits of these increasingly important tools.

    Session 3: Painless Integration
    Rarely is it completely painless, but integration of the tools doesn’t have to be painful. In this session marketers and IT team members come together to discuss how they make these types of decisions together to ensure seamless integration of new technology by addressing issues like pre-planning, timelines, and training options.

    You’ll learn:
    • The critical success factors for integration
    • How to develop a sound, reproducible integration process
    • Features that make integration easier

  9. 11:30 AM – 11:55 AM

    Video Marketing Tech: Maximizing ROI - Two Part Series

    Video is hot and there are no signs that it’s cooling down. But creating and sustaining a marketing program using video requires new skillsets and a thorough understanding of how video content is consumed and should be produced in order to achieve the best results. In this two-part session block you’ll learn the key points of creating and deploying video marketing that gets measurable results. We’ll cover:

    Session 2: Distributing Video
    You’ve made a great video with relevant messaging for your audience -- now it’s time to expose it to your target audience where they are most likely to view it. Here we’ll cover different targeting strategies; distribution networks and the performance analytics they provide; and how to create a viral element to maximize your exposure and reach.

  10. 12:00 PM – 1:00 PM

    Lunch & Presentation:
    Demystifying the Marketing Technology Landscape

    • Shawn GoodinDirector of Marketing TechnologyThe Clorox Company
  11. 1:00 PM – 1:25 PM

    Boost Conversions with Testing and Optimization Tools - Thee Part Series

    This three-session block will help you understand how to leverage optimization and testing tools to boost your online conversion rates. You’ll learn which solution works best for different situations and how to apply the results to improve the performance of you marketing campaigns.

    Session 1: Landing Pages
    The landing page is your first and best chance to convert lookers into buyers. Learn the key components of a fully optimized landing page and how to create one that works for your company.

  12. 1:00 PM – 1:25 PM

    By the Numbers: Measurement Across Channels

    Effective campaigns today engage customers across multiple channels. How do you make sense of all those touches and measure the true ROI of your efforts? We share what technology solutions are driving measurement in a myriad of media.

    You’ll learn:
    • The keys to accurate online attribution
    • How to tie multichannel together for an accurate customer profile
    • What’s next in targeting and measurement tech

  13. 1:30 PM – 1:55 PM

    Refreshment Break

  14. 2:00 PM – 2:25 PM

    Boost Conversions with Testing and Optimization Tools - Three Part Series

    This three-session block will help you understand how to leverage optimization and testing tools to boost your online conversion rates. You’ll learn which solution works best for different situations and how to apply the results to improve the performance of your marketing campaigns.

    Session 2: Website Conversion Path
    Is your conversion path an online version of a Tough Mudder course? It might be. Learn how to use website conversion tracking and 'see' where visitors enter your conversion path, where they get hung-up, and where and when leave. You’ll see which tools can help you improve your customers’ experience on your website and how to amp up your conversion rates.

  15. 2:00 PM – 2:55 PM

    Building a Foundation: How LEGO’s Consumer and B2B Teams Leverage Marketing Technology

    While The LEGO Group may be best known for its hugely successful consumer side, the beloved building toy manufacturer and retailer also has a thriving B2B arm that targets educators. In this brand spotlight, learn how the B2C and B2B’s marketing teams’ tech needs differ and connect for optimum customer engagement and ROI.

    Discover:
    • How LEGO Education leverages marketing automation to reach multiple B2B audiences
    • Ways LEGO uses tech to create brand loyalty and engagement with parents and kids
    • The secrets behind LEGO’s direct, retail and wholesale marketing integration

  16. 2:30 PM – 2:55 PM

    Boost Conversions with Testing and Optimization Tools - Three Part Series

    This three-session block will help you understand how to leverage optimization and testing tools to boost your online conversion rates. You’ll learn which solution works best for different situations and how to apply the results to improve the performance of you marketing campaigns.

    Session 3: A/B Testing
    Testing is a critical part of online campaign development. In this session you’ll learn the best practices in A/B testing, including which tools can help you validate design changes, test hypotheses, and improve your website's conversion rates.

  17. 2:30 PM – 2:55 PM

    How to Get Personal (without being creepy)

    Never before have marketers had so many tools to allow them to have mass one-to-one conversations. Done right, personalization gets peoples’ attention and spurs them to spend time with your messaging; done wrong and your customers will flag you as “junk”. In this session we’ll explore how marketers are leveraging tech solutions to drive personalization campaigns that engage customers with relevant content and messaging, but without crossing the line into being intrusive. We’ll cover how and when to use (and not use) on-site web personalization, dynamic content, remarketing, IP tracking and more.

    • Hannah TeittSr. Manager, Marketing AutomationMcGraw-Hill Education
  18. 3:00 PM – 3:25 PM

    Refreshment Break

  19. 3:30 PM – 3:55 PM

    Content Marketing with Technology - Two Part Series

    The most powerful marketing engines today are fueled by content. And the best marketers can’t get enough of it. The conundrum among many smaller companies using marketing automation and other tools for continuous customer communications is that the better they are at designing the communications campaign, the more content they need to keep their prospects engaged. But creating good content is not easy. In this two-session block you’ll learn strategies for creating the right mix of engaging content and how to match it to your prospects at the right time. We’ll cover:

    Session 1: Creating Killer Content
    Learn how to create small, medium, and large content types across different channels, and how technology can help with manpower challenges.

    • Travis WrightMarketing Technology Entrepreneur, Tech Journalist and former Digital Marketing StrategistSymantec
  20. 3:30 PM – 3:55 PM

    Account Based Marketing Tech: A Primer

    In many ways, the needs of B2B marketers are very different from their B2C counterparts. Account-based marketing solutions can help B2B marketers target prospects and customers as markets of one. Discover how this can work for you.

    You’ll learn:
    • What tech will help you engage earlier and with more relevancy
    • Ways to better target top accounts
    • How to better align marketing activity with sales needs

  21. 4:00 PM – 4:25 PM

    Content Marketing with Technology - Two Part Series

    The most powerful marketing engines today are fueled by content. And the best marketers can’t get enough of it. The conundrum among many smaller companies using marketing automation and other tools for continuous customer communications is that the better they are at designing the communications campaign, the more content they need to keep their prospects engaged. But creating good content is not easy. In this two-session block you’ll learn strategies for creating the right mix of engaging content and how to match it to your prospects at the right time. We’ll cover:

    Session 2: Distributing and Targeting Content
    There are myriad ways to get your content to your audience. But hitting them at the right time, with the right piece of content, and in a format that will resonate is as much science as it is art. In this session you’ll learn how tech tools can help you target your content at the right moment and with the highest likelihood of customer engagement.

    • Travis WrightMarketing Technology Entrepreneur, Tech Journalist and former Digital Marketing StrategistSymantec
  22. 4:30 PM – 5:30 PM

    Networking Cocktail Party

Tuesday | October 27

  1. 8:30 AM – 9:00 AM

    CONTINENTAL BREAKFAST

  2. 9:00 AM – 9:25 AM

    Collecting Data from Disparate Sources - Two Part Series

    If you’re still collecting customer and prospect data from multiple sources and using spreadsheets to pull it all together, it’s time to stop the insanity. There are tools available today that allow you to create a single data repository that can be wired into your forms, registration sites and any of the numerous collection points you might have. The benefits of this data warehouse approach are less time spent merge-purging data; a more consistent data collection strategy, and a better customer experience. In this two-session block you’ll learn about the tools that can help you get your data collection strategy under control and then how to use them to boost performance and ROI.

    Session 1: Capturing Data
    This session will focus on the tools you can use to collect the right kinds of customer data and how you can best leverage them while creating a comfortable customer experience.

  3. 9:00 AM – 9:25 AM

    Leverage SEO Technology to Build Audience

    Learn how to leverage tech solutions to earn meaningful organic search traffic to your website. From managing keywords and content management, to earning valuable links, in a landscape full of SEO tools promising results, find out:

    • How to evaluate which technology is right for you
    • How to budget for the technology
    • How to evaluate the effort necessary to derive a return on your investment

  4. 9:30 AM – 10:30 AM

    B2B Data-Driven Marketing & Technology for the MidSize Company

    Many marketers and their IT partners have limited resources. What should you tackle first, and how can you keep your costs reasonable, and build your database marketing program in digestible increments?

    Discover:
    • What tech tools can be added to or integrated with legacy systems
    • How to make sense of data from multiple sources
    • Ways to enhance the B2B marketing journey through the entire funnel

  5. 9:30 AM – 9:55 AM

    Collecting Data from Disparate Sources - Two Part Series

    If you’re still collecting customer and prospect data from multiple sources and using spreadsheets to pull it all together, it’s time to stop the insanity. There are tools available today that allow you to create a single data repository that can be wired into your forms, registration sites and any of the numerous collection points you might have. The benefits of this data warehouse approach are less time spent merge-purging data; a more consistent data collection strategy, and a better customer experience. In this two-session block you’ll learn about the tools that can help you get your data collection strategy under control and then how to use them to boost performance and ROI.

    Session 2: Integrating Data
    A unified view of your customers and prospects will open up insights, as well as segmentation and personalization possibilities that can improve engagement and conversion. But combining data residing in different buckets requires a combination of process and tech applications. Learn the steps it takes to make it happen at your company.

  6. 9:30 AM – 9:55 AM

    Case Study: How Fathead Leveraged Analytics, Content Marketing & Personalization Technology to Drive 700% Increase in Engagement

    Based in Detroit, Michigan, Fathead is the industry leader of graphics products for large & small spaces – led by authentic, officially licensed sports & entertainment graphics and decals. Fathead carries thousands of images and maintains over 650 license agreements with consumer brands across many industries and professional sports leagues. Molly McLeod, Marketing Project manager and principal web data analyst, will present a case study on how Fathead utilized technology to create a more engaging experience (700% increase) and ultimately increased revenue within their military customer base.

  7. 10:00 AM – 10:25 AM

    Engage and Delight Your Audience with Interactive Content

    Learn how marketers are driving engagement and gaining insights through fun and friendly gamification tech tools. Learn from the best how technology can make you more agile, creative and effective to acquire, reactivate and engage customers. Users don't have to have all the fun- there will be quizzes, polls and prizes in this session!

    In this session you'll discover:
    • What is "interactive content"
    • How to build content dialogues with your audience
    • Generate results that will get you promoted

  8. 10:30 AM – 11:00 AM

    Refreshment Break

  9. 11:00 AM – 11:25 AM

    Analyzing Data Across Silos - Two Part Series

    There’s no shortage of data to let you know how your campaign elements are performing. What’s missing is an easy way to mash up your data so that you can see the bigger performance picture and optimize your messaging or your marketing mix. In this two-session block you’ll learn how one group of marketers worked with their tech team to find a way to crunch their marketing data across channels and campaigns to gain greater customer insights and spot opportunities to drive better results.

    Session 1: Making Sense of Data
    Learn the techniques, tools and best practices for bringing disparate data sets together and making them actionable.

    • James CapoVice President of Digital Business DevelopmentAccess Intelligence
    • Kris GatesVP Marketing Strategy & Customer ExperienceMass Mutual Financial
  10. 11:00 AM – 11:25 AM

    How to Create Email Auto Responders that Work

    Effective business communications depends on being able to reach out and follow up with prospects and customers. The simple reality is that business online can take place 24/7 but most of us cannot. The solution is to create messaging arcs that keep the conversation going when you can’t. During this session digital marketing expert Spider Graham will show you how to plan for and set up auto responder messaging arcs that can be personalized and follow tried and true marketing best practices to encourage prospects and others to get involved and stay involved.

    Key Takeaways include:
    • How to anticipate future conversations before they take place
    • How to create points of engagement and conversion
    • How systems can be using to quickly and affordably
    • The importance of clean and permission based email lists

  11. 11:30 AM – 11:55 AM

    Analyzing Data Across Silos - Two Part Series

    There’s no shortage of data to let you know how your campaign elements are performing. What’s missing is an easy way to mash up your data so that you can see the bigger performance picture and optimize your messaging or your marketing mix. In this two-session block you’ll learn how one group of marketers worked with their tech team to find a way to crunch their marketing data across channels and campaigns to gain greater customer insights and spot opportunities to drive better results.

    Session 2: Maximizing Data Impact
    In this session we’ll get specific and you’ll get an in-depth look at how to make the most of data from three key silos: advertising, email and social media

    • James CapoVice President of Digital Business DevelopmentAccess Intelligence
  12. 12:00 PM – 1:00 PM

    LUNCH & IM+T Awards Presentation

  13. 1:00 PM – 1:30 PM

    Refreshment Break

  14. 1:30 PM – 1:55 PM

    Mobile-izing Your Customer Experiences

    As more creative and messaging is accessed on mobile devices, marketers are under pressure to deliver the same customer experience on smaller screens as on bigger ones. But maintaining (or growing) conversions via mobile takes more than just a responsive web strategy. This session will focus on how you can leverage technology solutions to effectively optimize customer experiences across all mobile screen sizes.

  15. 1:30 PM – 1:55 PM

    IM+T Award Winning Campaigns & Why

  16. 2:00 PM – 2:25 PM

    Mobile Apps

    Build or buy? The right answer depends on your mobile strategy and how it fits into your overall marketing plan. In this session we’ll explore the pros and cons of building your mobile app from scratch or using a template or modular approach. We’ll cover timelines, costs parameters, and limitations of each path.

  17. 2:00 PM – 2:25 PM

    Getting the Most Out of Your ESP

    Sure, you love your email service provider. But are you really getting the most out of what they have to offer? In this session, we’ll go through a checklist of what you need to be asking to optimize your email marketing investment to the fullest.

    You’ll learn:
    • The latest in mobile optimization and responsive design
    • What you should be testing to improve opens and clickthroughs
    • Ideas for better automated messaging, spam filters and more

  18. 2:30 PM – 2:55 PM

    Finding Your Next Customer

    You know who your current customers are, but do you know who your next customers are? In this session you’ll learn how to profile your customers, project their online behavior and demographics to wider audiences, and pull them into your purchase funnel. You’ll get a look at predictive analytics tools and technologies that make it all possible and gain insights into how you can apply them to your campaigns.

    • Kris GatesVP Marketing Strategy & Customer ExperienceMass Mutual Financial
  19. 3:00 PM – 3:30 PM

    Refreshment Break & WrapUp