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									                                        Marketing Forum 2010
    Adaptive Marketing: How To Design A Flexible Organization To Thrive On Change
             April 22–23, 2010 • Hyatt Regency Century Plaza • Los Angeles


                                                    EVENT AGENDA


EVENT TRACK THEMES — AN OVERVIEW


TRACKS
A        Customer Intelligence Professional: Applying Marketing Science And Technology To Drive An Adaptive
         Strategy
         To successfully adopt adaptive marketing practices, firms must obsess about aggregating, analyzing, and acting
         upon the information they collect about customers. In the Customer Intelligence track, Forrester analysts will
         uncover the scientific tools and processes that will turn insights into action for tomorrow’s adaptive marketing
         organizations.
B        Interactive Marketing Professional: A Change Agent For Adaptive Marketing
         Digital channels by their very nature are adaptive: They support a two-way exchange between brands and
         customers that allows marketers to sense and respond quickly to new wants and needs. Thus, Interactive
         Marketing professionals — those responsible for these channels — bear a dual responsibility of advancing their
         own adaptive effort while teaching other parts of the organization key adaptive techniques. This session will share
         strategies and best practices for becoming a change agent, both for your own interactive team and the broader
         marketing organization.
C        Market Research Professional: Defining A Research Framework That Supports Real-Time Marketing
         With the broad uptake of interactive and social media, the need for marketing to quickly understand customers’
         needs, wants, and satisfaction has increased significantly. In this track, Forrester analysts and industry experts will
         deliver insight and practical advice to help Market Research professionals redefine their company’s research
         framework and methodologies to support this growing need for real-time, high-quality customer insights.
D        Marketing Leadership Professional: Adapting How You Approach Your End Customer
         Marketing is undergoing a sea change: Customers are finding their voice through social media, technology is
         making the world smaller, and media is fragmenting into thousands of niches. To adapt to that changing world,
         marketing leaders have to rethink the way they approach their audience — both directly through outbound
         communication and indirectly via the media and sales channels that they interact through. In this track, Forrester
         analysts and outside speakers will help marketing leaders adapt their thinking with new approaches to gain
         mindshare and drive sales.
E        Technology Product Management & Marketing Professional: Adapting Marketing To High-Tech Realities
         How is adaptive marketing playing out in high-tech marketing? This track will look at advances in technology
         product management, marketing strategy, integrated demand management, and sales enablement in the tech
         industry, from traditional to social, to provide key insights into the evolution of adaptive marketing in this leading
         sector in B2B marketing.




                                          ____________ Forrester Events ____________
                              Powerful Content. Leading Industry Speakers. Thought-Provoking Ideas.
                            Forrester Research, Inc., 400 Technology Square, Cambridge, MA 02139 USA
            Events Line: +1 888.34 FORUM (3.6786) • +1 617.613.5905 • Email events@forrester.com • forrester.com/events
                                                 Event Agenda
                        All track themes and sessions are subject to change.




 THURSDAY, APRIL 22, 2010

                                                                                                           SESSION
 TIME                   SESSION INFORMATION                                                       TRACK
                                                                                                            TYPE

 7:30–8:30 a.m.
                        Event Registration And Continental Breakfast
 Plaza Pavilion Foyer
                        Welcome And Setting The Stage                                             All     Keynote
 8:30–8:40 a.m.         Carlton A. Doty, Vice President, Research Director, Forrester Research
 Los Angeles Ballroom   Christine Spivey Overby, Vice President and Role Manager of Interactive
                        Marketing, Forrester Research
 8:40–9:10 a.m.         Social Sigma: Using Social Channels To Create Great Products And          All     Keynote
 Los Angeles Ballroom   Services
                        George F. Colony, Chief Executive Officer, Forrester Research

                        Social networks represent a key opportunity for your company: You
                        have the chance to tap into a knowledgeable, empowered, and
                        motivated customer base that can (and will) help your business adapt.
                        Social Sigma is your opportunity to use customer feedback from social
                        networks to adapt your strategy — from products to promotions.
                        George Colony will further define Social Sigma, provide advice on how
                        to talk about it to your CEO, and explore its four key benefits:

                              •    More speed.
                              •    More ideas.
                              •    Better products and marketing programs.
                              •    Cheaper research and development.
 9:10–9:55 a.m.         Adaptive Marketing: Rethinking Marketing Methods In The Digital           All     Keynote
 Los Angeles Ballroom   Age
                        TBA, Forrester Research


                        Traditional marketing models embrace conventional militaristic
                        metaphors; from targets to campaigns to flanker strategies, most
                        marketing approaches seem to place marketers in opposition to the
                        people to whom they’re selling. But today’s marketplace realities — the
                        rise of two-way digital communication, the social Web revolution, and
                        the complex realities of a global marketplace — make traditional
                        marketing models less effective. To thrive in this ever-changing
                        environment, marketers must embrace adaptive marketing: a flexible
                        approach in which marketers respond quickly to their environment to
                        align customer and brand goals to maximize return on brand equity. In
                        this keynote speech, Forrester analyst Lisa Bradner will address:




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                                                  Event Agenda
                         All track themes and sessions are subject to change.

                              •    The evolution of marketing from push to pull.
                              •    The case for adaptive marketing.
                              •    How to make adaptive marketing a reality in your role and
                                   across your organization.
 THURSDAY, APRIL 22, 2010

                                                                                                           SESSION
 TIME                    SESSION INFORMATION                                                      TRACK
                                                                                                            TYPE

 9:55–10:40 a.m.         Session Title TBA                                                        All     Keynote
 Los Angeles Ballroom    Pamela Kaufman, Chief Marketing Officer, Nickelodeon/MTVN Kids
                         and Family Group
 10:00 a.m.–6:00 p.m.    One-On-One Meetings With Forrester Analysts                              All     Networking
 California Lounge       Each attendee is able to schedule up to two 20-minute One-On-One
                         Meetings with the Forrester analysts of their choice, depending on
                         availability. These meetings are consistently rated as one of the most
                         popular features of Forrester Events.
 10:40–11:25 a.m.        Morning Networking Break In The Solutions Showcase                       All     Networking
 California Showroom
 11:25 a.m.–12:05 p.m.   Platinum Sponsor Keynote With Merkle                                     All     Keynote
 Los Angeles Ballroom    Speaker TBA




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                                                 Event Agenda
                        All track themes and sessions are subject to change.



 THURSDAY, APRIL 22, 2010

                                                                                                               SESSION
 TIME                   SESSION INFORMATION                                                           TRACK
                                                                                                                TYPE

 12:05 p.m.–12:50       Adapting To The Needs Of 21st-Century Patients                                All     Keynote
 p.m.                   John La Forgia, Chief Marketing Officer and Chair, Enterprise
 Los Angeles Ballroom   Department of Marketing and Public Affairs, Mayo Clinic


                        Mayo Clinic has been putting the needs of patients first since its
                        inception more than a century ago. Today, it remains one of the most
                        recognizable and respected brands in medicine across the globe. A key
                        reason for its continued success is adaptability. In this keynote, you’ll
                        learn how this $8 billion healthcare organization remains nimble
                        enough to thrive in a market undergoing dramatic change. Specifically,
                        attendees will hear how Mayo Clinic’s marketing organization is:
                             •    Adapting to a rapidly changing healthcare landscape.
                             •    Using scientific marketing practices to drive Mayo Clinic’s
                                  strategy for the 21st century.
                             •    Using Customer Intelligence to identify new business
                                  opportunities.
                             •    Leveraging emerging interactive channels to continuously
                                  learn and respond to patients’ needs.
 12:50–2:05 p.m.
                        Lunch And Dessert In The Solutions Showcase                                   All     Meal
 California Showroom
 2:05–2:50 p.m.         Technology Strategies To Optimize Cross-Channel Customer                      A       Track
 Olympic I              Interactions                                                                          Session
                        Suresh Vittal, Principal Analyst, Forrester Research
                        Change is the one constant factor in today’s marketing environment
                        that is driving the need for businesses to adopt adaptive marketing
                        practices. As marketers rush to embrace the next hot new channel, they
                        must not forget the lessons and failures of the past. In this session, we
                        will share the key technology strategies that will guide marketers during
                        periods of future change and enable adaptive practices. Whether you
                        are a B2B or B2C marketer, this session will answer these questions:
                         • Where is marketing automation technology headed?
                         • What must marketers consider as they embrace new technologies?
                         • What skills should marketers develop to ensure success?
 2:05–2:50 p.m.         Creating An Interactive Organizational Structure To Support                   B       Track
 Westside               Adaptive Marketing                                                                    Session
                        Shar VanBoskirk, Vice President, Principal Analyst, Forrester Research
                        As interactive marketing is inherently adaptive, your interactive
                        marketing organization is at the forefront of the transition of adaptive
                        marketing. This session will look at how firms should organize in order
                        to best leverage digital resources across their business functions. It will
                        also look at how both B2B and B2C firms should organize and will
                        answer the following questions:
                         • How are most companies organized to support interactive




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                       marketing today?
                     • What skills and staff do they need in order to be adaptive?
                     • What organizational structure should interactive marketers pursue?
 THURSDAY, APRIL 22, 2010

                                                                                                         SESSION
 TIME               SESSION INFORMATION                                                         TRACK
                                                                                                          TYPE

 2:05–2:50 p.m.     Online Panel Improvements Accelerate Improved Business                      C       Track
 Constellation I    Response: A Panel Discussion                                                        Session
                    Moderated by: Reineke Reitsma, Vice President, Research Director,
                    Forrester Research
                    Dramatic cost efficiencies have made online panels the mainstay of
                    market research today; they allow nimbleness, as surveys can be fielded
                    quickly and efficiently. However, the dirty secret is that quality
                    improvements have not kept up with the cost and speed advancements
                    — until now. The advent of new approaches to online panels, such as
                    MarketTools’ TrueSample and Relevant ID’s machine fingerprinting,
                    finally promises higher trust in online research. This accuracy, coupled
                    with the speed of online research, promises market intelligence that not
                    only senses market changes quickly but also more accurately — which
                    will invigorate business response.
                     • Understand where the challenges are with online sample today —
                       and how it affects adaptability.
                     • Hear what major market intelligence buyers of sample are
                       demanding.
                     • Learn what leading solutions exist today.
 2:05–2:50 p.m.     Adapting Your Marketing Organization: A Case Study                          D       Track
 Olympic II         Moderated by: David M. Cooperstein, Vice President, Research                        Session
                    Director, Forrester Research
                    Organizations have had to make fast changes to adapt to a world where
                    consumer input happens fast, especially because organizations are
                    structured in silos that no longer define communications patterns.
                    David Cooperstein will review how companies are dealing with the
                    changes that are being thrown at marketing organizations and will
                    interview a marketing leader about how to rethink the structure of the
                    organization to adapt to these new requirements.
                         •    How do companies manage complexity today?
                         •    What models exist for a global, digital organization?
                         •    How do these organizational issues impact performance?
 2:05–2:50 p.m.     Aligning Tech Marketing And Sales To Increase Productivity And              E       Track
 Constellation II   Deliver Growth                                                                      Session
                    Laura Ramos, Vice President, Principal Analyst, Forrester Research
                    Scott Santucci, Senior Analyst, Forrester Research
                    Tech firms historically hire salespeople to scale market reach and drive
                    growth. As the tech industry matures — and ramps back up in the
                    economic recovery — B2B tech CEOs are determined to increase
                    marketing and sales productivity. To adapt to these new pressures and
                    opportunities, marketers and sales leaders must align to deliver value at
                    the level of markets and individual buyers. This session will explore the
                    practices tech marketing and sales professionals should adopt to better




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                       engage enterprise customers and drive business in an increasingly
                       online world, including:
                           •    How are social technologies altering marketing/selling
                                interactions with customers?
                           •    How do social media and activity alter the marketing/selling
                                interface, if it’s altered at all?
                           •    What tools and processes are key to an adaptive approach to
                                more customer-focused marketing and sales?
                           •    How will marketing and sales leaders measure their progress
                                in this transformation?
 2:50–3:05 p.m.        Intermission
 3:05–3:35 p.m.        Guest Executive Forum With Autonomy Interwoven                          All   GEF
 Olympic II
 3:05–3:35 p.m.        Guest Executive Forum With Blast Radius                                 All   GEF
 Olympic I
 3:05–3:35 p.m.        Guest Executive Forum With Covario                                      All   GEF
 Constellation II
 3:05–3:35 p.m.        Guest Executive Forum With infoGROUP                                    All   GEF
 Constellation I
 3:35–4:15 p.m.        Afternoon Networking Break In The Solutions Showcase                    All   Networking
 California Showroom




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                                             Event Agenda
                    All track themes and sessions are subject to change.



 THURSDAY, APRIL 22, 2010

                                                                                                           SESSION
 TIME               SESSION INFORMATION                                                           TRACK
                                                                                                            TYPE

 4:15–5:00 p.m.     Session Title TBA                                                             A       Track
 Olympic I          Session Speaker TBA                                                                   Session




 4:15–5:00 p.m.     Energizing Word Of Mouth Through Social Media                                 B       Track
 Westside           Josh Bernoff, Sr VP - Idea Development, Forrester Research                            Session
                    Augie Ray, Senior Analyst, Forrester Research
                    Social media is one of the driving forces of adaptive marketing.
                    Through the groundswell, people are now able to connect with each
                    other to share powerful word of mouth (WOM) — information that is
                    now transparent to everyone. This session will address how interactive
                    marketers should incorporate online word-of-mouth marketing in their
                    overall adaptive marketing strategy. Specifically, this session will answer
                    these questions:
                     • How do you approach key influencers so that positive WOM is
                       generated?
                     • What are the ways to get social initiators to energize your WOM?
                     • How do you create mass-scale WOM among enough consumers
                       with small networks?
 4:15–5:00 p.m.     Understanding Changing Consumer Needs Around The Globe                        C       Track
 Constellation I    Zia Daniell Wigder, Senior Analyst, Forrester Research                                Session
                    Consumers around the globe are adopting new technologies but at very
                    different rates. Market researchers must identify shifts in consumer
                    behavior in areas such as social media and mobile in order to react to
                    the changing information needs of global marketing and product
                    development departments. This session will include data from
                    Forrester’s North American, European, and Asia Pacific
                    Technographics® surveys and will offer:
                     • Insight into leading technology trends and how adoption and usage
                       differs by country and region.
                     • An understanding of how trends like Facebook and YouTube are
                       changing consumer behavior globally.
                     • Analysis of how consumers around the globe shop online and how
                       marketers can adapt their campaigns to win over buyers.




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                                             Event Agenda
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 THURSDAY, APRIL 22, 2010

                                                                                                       SESSION
 TIME               SESSION INFORMATION                                                       TRACK
                                                                                                        TYPE

 4:15–5:00 p.m.     Adapting To A Fragmented Media Landscape                                  D       Track
 Olympic II         James L. McQuivey, Ph.D., Vice President, Principal Analyst, Forrester            Session
                    Research
                    When there were three TV networks and a handful of newspapers and
                    magazines, share of voice was an attainable goal. But the media
                    landscape has become the Wild West, with new outlets showing up
                    almost daily. As the media industry struggles through this change, this
                    session will tell you how marketing leaders should take advantage of
                    these changes.
                         •    How will changes in the media business affect marketers?
                         •    Where does the media audience spend its time?
                         •    When will the media business stabilize?
 4:15–5:00 p.m.     From Market Strategy To Field Execution: Adaptive Marketing For           E       Track
 Constellation II   Global Customers                                                                  Session
                    Jennifer Belissent, Ph.D., Senior Analyst, Forrester Research
                    Peter O'Neill, Vice President, Principal Analyst, Forrester Research
                    In most B2B tech companies, market strategy focuses on high-level
                    market assumptions and competitive abstractions while field marketing
                    performs marketing’s dirty work. However, as customers gain market
                    power, firms must blend market strategy and field execution to help
                    rapidly acquire customers, routinely adapt to customer needs, and
                    sustain long-term, profitable customer commitments. This session will
                    address practical questions like the following:
                         •    How can field marketing stream reality back into market
                              strategy?
                         •    How do emerging geographic markets alter field marketing
                              and strategy?
                         •    How are social tools and tactics altering market strategy in
                              the field?
 5:00–5:15 p.m.     Intermission




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 THURSDAY, APRIL 22, 2010

                                                                                                          SESSION
 TIME                   SESSION INFORMATION                                                      TRACK
                                                                                                           TYPE

 5:15–6:00 p.m.         What Impact Will Adaptive Changes Have On B2B Marketing? A               All     Keynote
 Los Angeles Ballroom   Panel Discussion
                        Moderated by: Laura Ramos, Vice President, Principal Analyst,
                        Forrester Research
                        Chris Bradshaw, Senior Vice President and Chief Marketing Officer,
                        Autodesk
                        James K. Cornell, Senior Vice President and Chief Marketing Officer,
                        Prudential Retirement
                        Marjorie Tenzer, Vice President, Marketing & Communications, IBM
                        Americas, IBM
                        The aftermarket delivery of B2B products and services is becoming
                        more digital and social. As customers rely more on each other and
                        online channels to address business issues, how should B2B marketers
                        alter their missions, processes, people, and operational investment to
                        drive greater adaptability and create a more strategic role for
                        marketing?
                            •    How is your marketing organization adapting to changes in
                                 buyer behavior?
                            •    How does technology help, or hinder, your ability to adjust
                                 campaigns and go-to-market strategy on the fly?

                            •    How will adaptive approaches help marketing emerge as a
                                 strategic discipline?
 6:00–7:30 p.m.         Networking Reception In The Solutions Showcase                           All     Networking
 California Showroom    Sponsored by imc2




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 FRIDAY, APRIL 23, 2010

 TIME                   SESSION INFORMATION                                                         TRACK    SESSION
                                                                                                              TYPE

 7:30–8:20 a.m.         Breakfast Presentation By Unica


 7:45–8:30 a.m.         Event Registration And Continental Breakfast
 Plaza Pavilion Foyer
 8:30–8:40 a.m.         Day Two Opening Remarks                                                     All     Keynote
 Los Angeles Ballroom   Carlton A. Doty, Vice President, Research Director, Forrester Research
                        Christine Spivey Overby, Vice President and Role Manager of Interactive
                        Marketing, Forrester Research
 8:40–9:25 a.m.         Know Thy Customer: How Customer Intelligence Becomes A                      All     Keynote
 Los Angeles Ballroom   Strategic Weapon
                        Dave Frankland, Principal Analyst, Forrester Research
                        The more you know about your customers and prospects, the greater
                        the competitive advantage. But most firms struggle to effectively
                        leverage customer knowledge. And it’s getting even harder to reach
                        today’s highly empowered customers who have limited tolerance for
                        marketing. A strategic customer intelligence (CI) organization is the
                        lifeblood that enables adaptability. It provides the insight necessary to
                        proactively address your customers’ personalized needs — before your
                        competitors do. Forrester believes firms must elevate CI within their
                        organizations now to thrive in tomorrow’s highly dynamic markets.
                        This keynote will explore how and why CI will become a command
                        center for highly successful marketing organizations. Specifically,
                        expect it to answer:
                             •    Why CI is needed now more than ever before.
                             •    How successful firms use CI to fuel adaptive marketing
                                  practices.
                             •    How you can build a strategic CI organization in your firm.
 9:25–10:10 a.m.        Know Me And Be Relevant: How Disney Creates Guest Relationships             All     Keynote
 Los Angeles Ballroom   Tom Boyles, SVP, Global Customer Managed Relationships, Walt
                        Disney Parks & Resorts
                        Walt Disney is one of the most widely recognized brands on the globe.
                        One of the keys to its success — especially over the past decade — is
                        how the firm can turn mountains of guest data into strategic insight
                        that drives memorable, relevant guest interactions at every turn. This
                        keynote will explore the successes of Disney’s information-driven,
                        technology-enabled, and highly adaptive marketing practices.
                        Attendees will learn how Disney uses guest knowledge to:
                             •    Drive highly relevant interactions at any given point in time
                                  and place.
                             •    Expand its reach to connect with guests in new ways.
                             •    Always try to anticipate the needs of our guests.
                             •    Create competitive differentiation and strategic advantage.




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 FRIDAY, APRIL 23, 2010

                                                                                                           SESSION
 TIME                    SESSION INFORMATION                                                      TRACK
                                                                                                            TYPE

 9:30 a.m.–3:30 p.m.     One-On-One Meetings With Forrester Analysts                              All     Networking
 California Lounge       Each attendee is able to schedule up to two 20-minute One-On-One
                         Meetings with the Forrester analysts of their choice, depending on
                         availability. These meetings are consistently rated as one of the most
                         popular features of Forrester Events.
 10:10–10:55 a.m.        Morning Networking Break In The Solutions Showcase                       All     Networking
 California Showroom
 10:55–11:40 a.m.        Session Title                                                            All     Keynote
 Los Angeles Ballroom    Speaker TBA
 11:40–11:55 a.m.        Intermission
 11:55 a.m.–12:25 p.m.   Guest Executive Forum With Harte-Hanks                                   All     GEF
 Constellation II
 11:55 a.m.–12:25 p.m.   Guest Executive Forum With Targetbase                                    All     GEF
 Olympic II
 11:55 a.m.–12:25 p.m.   Guest Executive Forum With Teradata                                      All     GEF
 Olympic I
 12:25–1:45 p.m.         Lunch And Dessert In The Solutions Showcase                              All     Meal
 California Showroom




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                                             Event Agenda
                     All track themes and sessions are subject to change.



 FRIDAY, APRIL 23, 2010

                                                                                                       SESSION
 TIME                SESSION INFORMATION                                                      TRACK
                                                                                                        TYPE

 1:45–2:30 p.m.      Transforming Web Analytics Into Web Intelligence To Inform               A       Track
 Olympic I           Multichannel Strategy                                                            Session
                     Carlton A. Doty, Vice President, Research Director, Forrester Research
                     Marketers have no shortage of Web data. But turning that online data
                     into actionable intelligence about how to respond to customer behavior
                     is another story. Few marketers have progressed beyond an
                     overwhelming number of metrics that do little to provide real business
                     insight. To become more adaptive, marketers need to translate
                     mountains of Web analytics data into Web intelligence that informs a
                     multichannel marketing strategy. In this session, we will explore:
                          •    A new paradigm for Web data collection.
                          •    The most common applications of Web data.
                          •    A Web intelligence maturity model.
 1:45–2:30 p.m.      Display Media Buying Madness — What To Make Of The New                   B       Track
 Westside            Media Buying Options? A Panel Discussion                                         Session
                     Michael Greene, Researcher, Forrester Research
                     Emily Riley, Senior Analyst, Forrester Research
                     Marketers and agencies are making the move to cut out the middleman,
                     creating new media buying centers that enable rapid adaptation to
                     audience and media fluctuations and that claim to have optimization
                     and targeting technology to rival the best ad networks. At the same
                     time, new companies have popped up to help marketers buy on ad
                     exchanges using “real-time bidding” technology.
                          •    What do these changes mean for marketers’ display media
                               options?
                          •    Who has the most effective solution?
                          •    What will the display marketing ecosystem look like in the
                               near term?
 1:45–2:30 p.m.      Elevating Market Research Through Real-Time Community                    C       Track
 Constellation I     Insights: A Panel Discussion                                                     Session
                     Moderated by: Tamara Barber, Data Analyst, Forrester Research
                     Market research online communities (MROCs) offer continuous, real-
                     time insights into the voice of the customer but require a lot of
                     dedication in order to make the investment pay off. This session will
                     uncover best practices in managing research within an MROC,
                     strategies for socializing the community internally, and examples of
                     how communities have supported the adaptive decision-making
                     process within organizations.
                          •    What are some of the best practices and pitfalls when
                               managing an MROC?
                          •    How can market researchers efficiently harness the
                               community by getting timely insights on the desks of senior
                               executives?




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                          •    In what ways can MROCs help elevate the voice of market
                               research within an organization?

 FRIDAY, APRIL 23, 2010

                                                                                                         SESSION
 TIME                SESSION INFORMATION                                                        TRACK
                                                                                                          TYPE

 1:45–2:30 p.m.      Getting B2B Marketing And Sales To Adapt Together                          D       Track
 Olympic II          Moderated by: David Cooperstein, Vice President, Role Manager -                    Session
                     Marketing Leadership, Forrester Research
                     Laura Ramos, Vice President, Principal Analyst, Forrester Research
                     Scott Santucci, Senior Analyst, Forrester Research
                     Companies suffer a disconnect between marketing and sales: Marketing
                     tries to get sales to understand the message and communicate it, while
                     sales feels underserved when it comes to supporting client needs and
                     more leads. Laura Ramos and Scott Santucci will debate these issues to
                     help each side see the other’s point of view. This “she said, he said”
                     format will help the audience find alignment and provide:
                          •    An understanding of the gap in mindset between marketing
                               and sales.
                          •    Reasons why marketing and sales have to align more than
                               ever.
                          •    The impact of alignment in marketing and sales.
 1:45–2:30 p.m.      Opening Channels To Agile Engagement: Adaptive Product                     E       Track
 Constellation II    Management For SMB Tech Markets                                                    Session
                     Tom Grant, Ph.D., Senior Analyst, Forrester Research
                     Tim Harmon, Senior Analyst, Forrester Research
                     The enterprise tech industry aspires to build great products with
                     universal appeal. However, the same product becomes a different
                     offering when moved through disparate channels to unique customers
                     — especially small and medium-size business (SMB) customers. Agile
                     product management provides a foundation for adapting products to
                     serve specialized customer needs, but channel managers have to
                     catalyze Agile engagement practices in channel partners to expand SMB
                     market success. This session will answer these questions:
                          •    How are the needs of SMB customers altering tech product
                               requirements?
                          •    How does Agile engagement work and how can product
                               managers factor in the impacts of channels?
                          •    What must channel managers do to build adaptive demand
                               chains in global SMB markets?
 2:30–2:45 p.m.      Intermission                                                               All
 2:45–3:30 p.m.      Adapt To Customers’ Online Discussion Through Social Intelligence          A       Track
 Olympic I           Zach Hofer-Shall, Analyst, Forrester Research                                      Session
                     Social media enables customers to instantly and publicly share their
                     opinions to a trusted network of peers. Savvy marketers know well the
                     power of listening to online discussions, but how can Customer
                     Intelligence professionals derive actionable insight from the constantly
                     expanding channels and immense volume of social media data? By
                     effectively leveraging social intelligence tools and services, marketers
                     will be better equipped to adapt to constantly changing customer




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                     behavior. This session will answer these questions:
                          •    What is social intelligence?
                          •    How can marketers keep up with the real-time nature of
                               social media?
                          •    How should marketers adapt to their customers’ online
                               discussion?
 FRIDAY, APRIL 23, 2010

                                                                                                           SESSION
 TIME                SESSION INFORMATION                                                          TRACK
                                                                                                            TYPE

 2:45–3:30 p.m.      The Role Of Digital Agencies In An Adaptive Marketing World                  B       Track
 Westside            Sean Corcoran, Analyst, Forrester Research                                           Session
                     As media fragments and marketers become adaptive, the skill sets of the
                     agencies and firms that interactive marketers rely on as outsourced
                     resources are changing. Agency models were built on the outdated
                     model of push marketing, and they must now evolve quickly. This
                     session will look at the role of digital agencies and how B2B and B2C
                     interactive marketers should build and manage agency portfolios in a
                     complex digital landscape. Specifically, this session will answer these
                     questions:
                          •    How should interactive marketers think about their agency
                               relationships?
                          •    How are agencies evolving to meet the challenge?
                          •    What is the future role of digital agencies?
 2:45–3:30 p.m.      High-Quality B2B Customer Satisfaction Studies Power Adaptability            C       Track
 Constellation I     Reineke Reitsma, Vice President, Research Director, Forrester Research               Session

                     Your business customers’ satisfaction is critical to your success — but
                     do you really know how deeply satisfied and loyal your customers really
                     are? Many businesses don’t. Sure, you may have lightning-fast
                     processes to collect customer satisfaction at every opportunity, but this
                     adaptability means little if you are not uncovering what your customers
                     — not you — deem critical. Often, B2B customer satisfaction studies
                     misstep by: asking about issues that are of more interest to your
                     company than to your customers; focusing only on a single buyer and
                     not the set of stakeholders that affect the perception of your firm; and
                     failing to tie satisfaction metrics to business results. It is also common
                     to mistakenly leave out a major constituency that helps drive your
                     business success: channel partners. When done correctly, customer
                     satisfaction research will help drive adaptability in marketing and
                     service — allowing you to nimbly flex to the nuances of your customer
                     stakeholder value chain.
                          •    Understand why a well-designed, actionable approach to
                               customer satisfaction measurement drives marketing
                               adaptability.
                          •    Define the key elements required for success and revenue
                               enhancement.
                          •    Learn the key elements of a stakeholder value chain in B2B
                               that are necessary for success.




Page 14
                                              Event Agenda
                     All track themes and sessions are subject to change.



 FRIDAY, APRIL 23, 2010

                                                                                                        SESSION
 TIME                SESSION INFORMATION                                                       TRACK
                                                                                                         TYPE

 2:45–3:30 p.m.      Adapting Your Marketing For A Global Audience                             D       Track
 Olympic II          Steven Noble, Senior Analyst, Forrester Research                                  Session
                     Brands no longer exist solely in the geography chosen by the brand
                     manager. Interactive marketing, social media, and other sharing
                     platforms spread images and video across the globe instantly, forcing
                     companies to face branding challenges whether they like it or not.
                     Steven Noble, Forrester’s Marketing & Strategy analyst in Asia Pacific,
                     will explore how marketing leaders manage brand efforts with global
                     support and local execution.
                          •    How do global marketers manage their brands across
                               geographies?
                          •    What strategies exist for maintaining global brands?
                          •    What companies manage global brands best?
 2:45–3:30 p.m.      Community Marketing In High-Tech: Practicing Customer                     E       Track
 Constellation II    Centricity                                                                        Session
                     Peter Burris, Principal Analyst, Research Director, Forrester Research
                     Chris Mines, Senior Vice President, Research Director, Forrester
                     Research
                     Customer centricity no longer can be aspirational in the B2B tech
                     industry. Real market changes make it a matter of competitive survival.
                     This session will use a case format to explore how evolved customer-
                     centric B2B tech companies in the enterprise mobile market are coping
                     with the shift in market power to customers, covering:
                          •    How B2B tech marketing is evolving to provide an outside-in
                               pathway for customer engagement, without sacrificing
                               promotion goals.
                          •    How tech companies are designing services to complement
                               products, and how this is working in the enterprise mobile
                               market.
                          •    What best practices marketing executives and strategists
                               should adopt to catalyze deeper customer engagement.
 3:15 p.m.           Event Ends




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