Reinvent Your B2B Growth Engine, Hosted by MarketBridge (In-Person Only)

WELCOME REMARKS

John Shomaker

CEO MarketBridge

OPENING REMARKS

Sonia David

Vice President ANA Business Marketing Practice

HOW TO FIND AND ACT ON YOUR NEXT 100-MILLION DOLLAR REVENUE OPPORTUNITY

Join industry experts Mike Kelleher, SVP, MarketBridge and Meredith Fuller, Managing Director of Demand Strategy, MarketBridge as they reveal strategies to identify and seize major revenue opportunities. This session will cover how to spot high-growth markets, use data-driven insights for decision making, align solutions to customer needs and buyer journeys, and develop actionable plans for significant scalability. Ideal for revenue leaders, this session offers essential insights to propel your organization to the next level.

Mike Kelleher

Senior Vice President MarketBridge

CUSTOMER STRATEGY IN THE AGE OF AI

When it comes to influencing buying decisions, personalization is a strategic imperative. Despite advanced tools, data, channels, and now AI – effectively engaging buyers at every step remains challenging. In this session, author of the new book, Personalized and Senior Lecturer of Business Administration of Harvard Business School, David C. Edelman, explores the Five Promises of Personalization that companies must fulfill to succeed. You’ll walk away with actionable strategies to enhance buyer engagement and help drive business growth.

David Edelman

Senior Lecturer of Business Administration Harvard Business School Former CMO at Aetna, a CVS Health Company

MARKETING METRICS: THE IMPORTANT AND THE IRRELEVANT

In today's data-driven marketing landscape, the sheer volume of available metrics can be overwhelming. Which metrics truly matter, and which are merely distractions? Saima Rashid, SVP of Marketing & Revenue Analytics at 6sense, will explore critical metrics that drive decision-making and demonstrate ROI. At the same time, she will identify common metrics that, despite their popularity, often fail to provide meaningful insights. Walk away from this session with the knowledge to prioritize metrics that reflect your marketing performance accurately, focus on the data that matters most to your strategic goals, and stop wasting time and energy on metrics that simply don’t matter.

Saima Rashid

SVP Marketing & Revenue Analytics 6Sense

ACHIEVING MAXIMUM MARKETING ACCELERATION

In order to achieve maximum marketing acceleration, you need to get closer to your customer. This includes keeping on top of emerging tools in AI and personalization which are imperative for today’s modern marketers. How do companies decide which tools and GTM strategies to adopt to enhance customer experience and generate rapid ROI?

Sophia Agustina, Former Global Brand-to-Demand Strategy, Cross IBM, and Peter Sutton, Vice President GTM and Product Marketing, PTC, will introduce a vital component of their 9 Cs framework that has the customer in the center. This session will provide actionable takeaways based on the 9Cs framework to elevate customer experience and engagement such as:

1. Context: Are you relevant and memorable such that customers give you mindshare and time?
2. Content: Is it credible, authentic, and provocative? Does it evoke feeling? Is it useful?
3. Conversion: Can you focus on customer outcomes while driving business goals and ROI?

Sophia Agustina

Former Global Brand-to-Demand Strategy Cross IBM IBM

LEVERAGING TECHNOLOGY TO AVOID SIGNAL LOSS

This session focuses on mastering the interplay between marketing strategy, execution, and analytics, ensuring they work together seamlessly to avoid signal loss. This power team will explore how technology is the crucial enabler in this process—and share use cases from Lincoln Financials’ own technology implementation. Attendees will gain insights into creating a cohesive marketing approach, leveraging technology to enhance effectiveness, and ensuring all components work in harmony for maximum impact.

Kathi-Lyn Coker

VP, Marketing and Sales Technology Strategy Lincoln Financial

BRAND TO DEMAND – THE BALANCING ACT OF 1:1 AND 1:MANY MARKETING EFFORTS

Account-based marketing is all the rage—and for a good reason—but we can’t just forget about mass-marketing. What is the ideal blend of personalized and broad marketing tactics? Amy Grucela, SVP of Marketing Strategy at MarketBridge, will moderate a panel of experts as they discuss finding the right balance. Together they will define and debate strategies for delivering tailored experiences at scale, integrating personalization into large-scale campaigns, and leveraging data-driven insights to refine targeting strategies by illuminating successful implementations and best practices collected. Come ready to refine your marketing approach and discover even more ways to drive meaningful engagement across both smaller hyper-targeted segments and larger mass audience segments.

Amy Grucela

SVP of Marketing Strategy MarketBridge

CLOSING REMARKS

Brice Chaney

Senior Vice President MarketBridge