The Creator Economy: A fireside chat with Walmart

Consumers don’t trust traditional advertising anymore, and marketers are struggling to replace that revenue stream. Many now turn to creators and partners for discovery, inspiration and driving purchases of their product or business.

In this session, hear from Jordana Beck, Director of Influencer Marketing and Walmart Creator, on how they, and you, should view the future state of partnering with influencers.

Speakers

Cristy Garcia
CMO
Impact

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Cristy Garcia

CMO Impact

As Chief Marketing Officer, Cristy Ebert Garcia spearheads impact.com’s global marketing. Named by Business Insider as one of “The Most Important Marketing-Tech Executives of 2021,” and SaaS Marketing Leader of the Year by Appealie, Cristy leads an award-winning team of marketers. Prior to her current role, Cristy was Vice President of Global Marketing at Celtra and before that, Rakuten Advertising. She is part of the Forbes Communications Council, regularly contributing articles about the expanding power of partnerships to drive revenue and growth. She is also a member of Chief, a network designed to highlight and mentor women in executive leadership positions.

Jordana Beck
Director of Creator & Influencer Marketing
Walmart

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Jordana Beck

Director of Creator & Influencer Marketing Walmart

Jordana Beck is the Director of Creator and Influencer Marketing for Walmart U.S. With over 10 years of experience, she leads and develops U.S. influencer partnerships by identifying revenue-generating marketing strategies that drive brand growth for Walmart. Jordana is a customer-obsessed and results-driven leader that creates innovative experiences that are changing perception and sentiment for one of the world’s largest retailers. Jordana’s expertise lies in executing digital and experiential programs, influencer activations, and events, all supported by analytics to drive sales, conversion and customer acquisition. Jordana graduated from the Kelley School of Business at Indiana University. When Jordana isn’t working, you can find her chasing her two young kids and labradoodle around Westchester.

New to Developer Audiences? Forget Everything You Know About Marketing

The first lesson in marketing is to know your audience. Then what? Most of the world’s largest brands are built on similar core principles. Yet, when it comes to technical audiences, most rules don’t apply.

When Stack Overflow CMO Khalid El Khatib joined the company, he learned one immediate lesson: when marketing to technical audiences, you need to forget everything you know about traditional marketing.

In this talk, Khalid shares his top lessons learned from communicating plainly and transparently, to investing in creative swag, and why business leaders should think about marketing in the context of community building.

Speakers

Khalid El Khatib
CMO
Stack Overflow

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Khalid El Khatib

CMO Stack Overflow

Khalid El Khatib is the Chief Marketing Officer at Stack Overflow and is responsible for marketing, communications, and advertising initiatives. Throughout his career he’s elevated and transformed the awareness and perception of global brands, most recently at GLG where he was Vice President of Marketing and Communications. Before GLG he worked as a senior director at Group SJR, a WPP agency, where he led a diverse portfolio that included General Electric, Goldman Sachs, TED, and Xerox. He began his career working in communications at Teach For America which fostered a passion for social impact; he continues to volunteer in NYC schools and fundraises for numerous refugee relief organizations today. Khalid graduated from Washington University in St. Louis with a degree in political science and creative writing. In his free time he contributes to VICE, them., and PAPER where he writes about art, culture, and LGBTQ issues.

Founders, Social Media, and the Company of the Future

Join Chili Piper’s Founder and CMO, Alina Vandenberghe as she discusses the steps along the path that has taken Chili Piper to social media stardom: ~4 million monthly organic impressions. This chat provides tactical advice on how to build your company brand and personal founder brand.

Also discussed is the “equity dividend” – the benefits companies gain by helping those around them. These effects, already witnessed at Chili Piper and throughout the industry, are part of what we coin “the company of the future.” And it represents one of the largest branding opportunities currently available in the modern founders if they become early adopters. It’s also the next essential step for humanity and predictable company growth.

Speakers

Alina Vandenberghe
Co-Founder & Co-CEO
Chili Piper

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Alina Vandenberghe

Co-Founder & Co-CEO Chili Piper

Alina Vandenberghe is a Romanian native that created a tech billion dollar from nothing. Chili Piper is the leading inbound conversion software, fueling today’s high-growth B2B revenue teams. Co-founded with her husband Nicolas, Chili Piper boosts buyer engagement for companies like Spotify, Airbnb, Twilio, Shopify, and many more. With more than 240 employees in over 40 countries, Chili Piper has been spicing sales up since 2016. The born-entrepreneur started her first company before high school — before she even knew what entrepreneurism was. After building mobile products used by millions in varied industries like media at Reuters, finance at Bloomberg, and education at Pearson, Alina decided to take her product management talents to B2B software solutions. Alina earned a Engineering Degree in Computer Science from the Polytechnic University in Bucharest, Romania. She currently resides in New York City with her husband and two sons.

How CMOs at Growing B2B Companies Are Leveraging Data to Scale: And how you can and should be as well

In today’s world of unlimited information and data, learn how our panel of seasoned CMOs are able to weed through the forest and monitor the data that has the greatest impact on growth in real-time. They discuss how they were able to reach data maturity, what tools and techniques they rely on within their organizations, and tips for getting you on the right path in your own growth journeys.

Speakers

Robson Grieve
CMO

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Robson Grieve

CMO

Nicole Silver
Sr. VP of Marketing
Volta Charging

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Nicole Silver

Sr. VP of Marketing Volta Charging

Melton Littlepage
CMO
Outreach

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Melton Littlepage

CMO Outreach

I am a seasoned marketing leader with a proven record of accelerating revenue and pipeline in high growth SaaS businesses. I have extensive hands-on experience developing marketing strategy, leading go to market operations, building brand awareness, establishing new categories, generating quality leads at scale, increasing customer lifetime value, and heading up all marketing functions. Growing up I would never have imagined the life and career I’ve enjoyed but I learned early on to trust my instincts and seize every opportunity that came my way. A lot of luck and fortunate timing mixed with good problem solving skills led me to the opportunities to build the global campaigns, product marketing, and demand generation functions at Concur in its high-growth years and then on to build out a full marketing organization in my first CMO role at Schoology. As SVP of Marketing at New Relic I had the unique opportunity to transform an SMB-oriented high velocity marketing organization into an enterprise SaaS marketing leader. And along the way I have been fortunate that the travels from my roles leading marketing teams across Europe, Asia, Australia, and Latin America have brought me in contact with amazing and inspiring people, many of whom I count as close friends today.

Thomas Rosen
Co-Founder
Nomad

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Thomas Rosen

Co-Founder Nomad

The Myth of Digital Fatigue, and How to Get Past It

Market research shows that consumer engagement in marketing content is actually increasing, contrary to popular belief. The issue is that the space in the market is so saturated with every marketing team fighting for consumer attention digitally; that in order to win new customers, you have to be the best in your space at digital marketing.

This panel will cover the best strategies to beat your competition in the new digital attention war.

Speakers

Tessa Barron
VP of Marketing
On24

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Tessa Barron

VP of Marketing On24

Helping large enterprises and start-ups build their brand and bring it to life through compelling content experiences.

Fran Wilson
CMO
Boomi

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Fran Wilson

CMO Boomi

Fran Wilson is the Chief Marketing Officer of Boomi. She brings more than 20 years of successful leadership in SaaS and B2B enterprise software organizations. Prior to Boomi, Fran played an integral role in marketing leadership through Red Hat’s initial public offering (IPO), and during its rapid growth from $400 million to more than $4 billion, culminating in its sale to IBM for $34 billion. Following the acquisition, she co-led global Synergy GTM programs developing joint sales and marketing programs to drive net new customer acquisition at scale. Fran holds a MBA from Wake Forest University.

Jennifer Ross
CMO
Intentsify

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Jennifer Ross

CMO Intentsify

As CMO of Intentsify, Jennifer Ross empowers marketing, sales and customer success leaders with accurate and predictive customer and market insights that accelerate alignment and revenue growth, with powerful integrated technology, data, and programs that activate dynamic future-proof go-to-market strategies. An author, thought leader and keynote speaker on B2B marketing best practices, Jennifer is passionate about accelerating profitable growth, driving innovations, and leading business transformations. Most recently, Jennifer led the B2B Marketing Executive service at Forrester and SiriusDecisions, a global research and advisory firm that empowers the world’s leading marketing, product, and sales leaders to align with one another, execute with precision, and accelerate growth, where she and her team acted as the trusted personal advisors to leading global CMOs, providing actionable intelligence, transformative frameworks, and expert industry guidance that equipped executives to modernize and elevate sales, marketing, and product performance, and deliver exceptional audience-centric go-to-market strategies. Prior to joining SiriusDecisions, Jennifer held marketing leadership roles at both established and startup B2B companies including JD Edwards, CosmoCom, IBM, Alteryx and Telelogic, building and scaling high- performing world class marketing teams that drive outstanding growth.

Breaking Away From the Sea of Sameness: Standing Out and Building Trust as a B2B Brand on Social

Social media can be the wild, often unpredictable part of the internet, but it is also a force: for good, for connection and for business. With more than 4.7 billion users, social media has emerged as one of the most powerful channels for brands to establish brand equity, build stronger relationships with customers and further business objectives – that is, if they can show up and stand out authentically.

As a dynamic, constantly evolving and fast-changing space, standing out from the crowd on social has never been more challenging, especially for those in the business-to-business (B2B) space. For decades, B2B brands, particularly those in the SaaS space, have heavily relied on a corporate tone and feel for their social media presence – prioritizing professionalism above creativity. But in today’s digital-first society, it’s important to remember that there are humans behind every brand, and this dated approach often leads to low ROI and a lack of connection and trust with a brands’ core audience.

Join Tom Keiser, Hootsuite’s CEO, as he covers how B2B SaaS companies can trade in the traditional corporate speak to successfully build and sustain trust with their audiences on social media – while getting noticed. He will walk through what B2B customers want from B2B brands on social, talk through the best practices on social, and pull from his own personal experience leading the transformation of Hootsuite’s new brand identity.

Speakers

Tom Keiser
CEO
Hootsuite

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Tom Keiser

CEO Hootsuite

Positioning for Success: How Effective Positioning Drives Differentiation and Simplifies Marketing Execution

Messages matter. But the right message matters most. It’s easy for teams to jump to crafting great messages for websites, campaigns, or sales pitches. Without a solid sense of positioning, however, hitting the right message is a matter of luck.

Time spent on determining the positioning of your category, company and product goes a long way toward ensuring effective, efficient messaging and execution.

Speakers

Nathan Rawlins
CMO
Lucid

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Nathan Rawlins

CMO Lucid

Nathan joined Lucid in 2017 with 20+ years of experience overseeing sales and marketing efforts across a variety of technology companies. Prior to Lucid, Nathan led worldwide marketing activities for Puppet and helped scale Jive through an IPO as he directed product marketing and brand. Nathan holds a B.A. in humanities from Brigham Young University.

A Tale of Two Goals: Self-Serve and Sales Lead

Join Loom’s Head of Growth Marketing and Head of Demand Generation as they discuss the challenges and strategies marketing teams face as they support both the self-serve (Growth Product teams) and the sales-led (GTM teams) of the business.

Speakers

Nick Lafferty
Head of Growth Marketing
Loom

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Nick Lafferty

Head of Growth Marketing Loom

Madison Flickinger
Head of Demand Generation
Loom

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Madison Flickinger

Head of Demand Generation Loom

How Marketing and IT Team-up to Win with the Web

Increasingly, all marketing is digital marketing — even Super Bowl ads come with QR codes now. And in the digital marketing world, every call to action is a click, and every click leads to a website. And that’s where things can go sideways.

Most organizations don’t have clear ownership or metrics for success for how they leverage the web, leading to a dysfunctional working environment. Join Pantheon Co-Founder and Chief Strategy Officer Josh Koenig as he unpacks an extensive market research survey into the state of play, what industry leaders are doing to align, and how you can execute to win with the web.

Speakers

Josh Koenig
Co-Founder & Chief Strategy Officer
Pantheon

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Josh Koenig

Co-Founder & Chief Strategy Officer Pantheon

As Co-Founder and Chief Strategy Officer at Pantheon, Josh is focused on making the Open Web a first class platform for delivering results. Championing the value of the developer experience, and the need to demonstrate impact with data, his work combines the visionary ideals of Open Source with the pragmatic utility of the agile approach. In 2021, Josh was recognized as a Top 25 Software Products Executive by The Software Report. As a very early Drupal adopter (user #3313), Josh was part of the team that drove the first high-profile public Drupal use-case with the Howard Dean campaign in 2003. He went on to found the Drupal Dojo, an online learning community for developers, and to co-found the premiere Drupal agency in San Francisco, Chapter Three. The web is the cornerstone of modern campaigns, causes, businesses and brands, and the demand for quick, quality digital experiences is high and only getting higher. At Pantheon, Josh’s mission is to liberate web teams from the confines of enterprise monoliths and the drudgery of infrastructure operations so they focus on their real strategic goals using the highest-quality tools of the trade.

Customer Acquisition vs. Customer Expansion: Break Free from a One-Size-Fits-All Approach

Nearly 60 percent of companies believe they can use a one-size-fits-all approach for every marketing and sales conversation. Instead of tailoring their approach to their buyer’s situation, they try to apply the same messages to win new customers as they do to keep and grow existing customers.

But behavioral research shows a 180-degree difference between what motivates new prospects, versus existing customers, to buy.

In fact, using a one-size-fits-all approach can put most of your revenue and growth opportunity at risk!

In this session, you’ll learn new, science-backed messaging strategies to skillfully differentiate your acquisition and expansion approaches.

• Disrupt your prospects’ status quo to win new business.
• Defend and grow your relationships with existing customers.
• Use science-backed message frameworks to influence and guide your prospects’ and customers’ buying decisions.

Speakers

Tim Riesterer
Chief Visionary
B2B Decision Labs

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Tim Riesterer

Chief Visionary B2B Decision Labs

Tim Riesterer, Chief Visionary at B2B DecisionLabs, is dedicated to helping companies harness the power of Decision Science to win more business with prospects and customers. He is a recognized thought leader, keynote speaker, and practitioner with more than 20 years of experience in marketing and sales management. Riesterer is co-author of four books, including Customer Message Management, Conversations that Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.