’16 Art of Marketing Conference

CREATE A CULTURE OF CONTINUOUS LEARNING + OPTIMIZATION

As marketers, our #1 job is to create value and drive traffic while maintaining a healthy ROI. Sounds easy enough, right? Well, not if you’re unable to attribute your efforts, track consumer interactions throughout the funnel, and continuously iterate on your strategy—also affectionately known as closing the loop.

OPTIMIZE YOUR CONVERSIONS

Round table discussions during the Art of Marketing ConferenceHundreds of regional marketers converged to close the loop. Attendees gained hands-on tools, strategies and powerful connections to:

  • Enhance organizational agility with adaptive campaigns and measurement plans
  • Attribute and accurately track consumer interactions throughout the funnel
  • Test and iteratively optimize your marketing efforts to make smarter decisions
  • Drive better traffic more efficiently and effectively
  • Convert valuable customers into long-lasting relationships

Sharing messages and photos during Art of Marketing Conference exercises can lead to humor.WHAT’S NEW FOR 2016?

The 6th annual Art of Marketing was a one-day conference full of modern-day marketing insight that inspired and transformed how marketers engage their customers.

  • Learn How You Learn Best: Enjoy an innovative mix of session formats like collaborative Mentorship Programs, dynamic and engaging Speakers, interactive Panel Discussions, hands-on Classroom Workshops, and so much more!
  • Experience Your Customer Journey: Navigate your day like a lead in the funnel with a sequential agenda and lessons that constructively build upon the former to maximize your learning and networking experience
  • Connect with Conversion Optimization Leaders: We’ve carefully curated a lineup of 35 speakers representing world-renowned brands and agencies leading the way in “closing the loop”
REGISTER NOW and get a copy of "The Zen Marketer’s Guide to Growth"

REGISTER NOW and get a copy of “The Zen Marketer’s Guide to Growth”

WHO ATTENDED?

  • Mid to senior-level brand marketers overseeing integrated, multi-channel campaigns
  • Consultants and agencies wishing to brush up on their conversion rate optimization skills
  • Small business owners looking to get better ROI on their marketing investments

Teams of 4 or more: Invest in your team. Utilize that training budget. Save big with all-new Professional Development Packages!

 

RECAP

Another year, another fantastic #SDAOM!

The focus of this year’s Art of Marketing conference was “Closing the Loop”. This means measuring what’s working and what’s not in a marketing campaign and applying those learnings to make our efforts smarter and more successful. And just as the outcome of this approach is enhanced value to the enterprise, #SDAOM 2016 provided enhanced value to the careers of San Diego marketers!

Check out the highlight video below, the full recap of the day underneath, and photos at bottom. Find presenter materials on the San Diego AMA Slideshare page.

 

 

Pre-#SDAOM Mixer

We got things kicked off Nov. 2 with an evening of cocktails and a networking activity led by Gary Ware of Breakthrough Play. Gary used interactive games to help attendees connect with their inner child and each other in preparation for the big event.

 

AM Keynotes

The conference started with a bang with back-to-back morning keynotes. Gordon Fowler of 3fold Communications entertained the crowd with his thoughts on generational motivations, while Hubnami’s Aaron Carpenter talked about building inspirational brands like The North Face.



 

Morning Breakouts

Our breakout sessions educated attendees on strategies and tactics for closing the loop throughout the sales funnel. According to reviews, our experiment with customizing sessions for preferred learning styles was a success.

 

Lunch Keynote

In our lunch keynote, Chris Goward of Wider Funnel explained why the future belongs to the optimizers.

 

Exhibitors

Our exhibitors were on point! More than 20 exhibitors educated attendess on innovative marketing tools, services and professional development opportunities.

 

Afternoon Breakouts

We continued to work our way through the customer funnel after lunch.

 

Afternoon Panel

For the final session of the day, Rob Fuggetta led an impressive panel of experts to unleash brand advocates. The lucky attendees learned to identify, mobilize, and measure the brand advocates’ ROI.

 

Parting Words

Once again, many thanks to our sponsors and volunteers, we couldn’t rock this amazing event without you!

AGENDA

A Unique Learning Experience

5D3L7741Experience your customer’s journey by navigating #SDAOM like a lead in the funnel. Featuring a sequential agenda of sessions that constructively build upon the former, you’ll gain a whole new perspective on opportunities to optimize your marketing and conversion rates.

Already registered? Download the official #SDAOM mobile app to build your customized schedule now!

pre#SDAOM Mixer  |  Wed, Nov 2, 2016

Complimentary with conference registration!

Time Activity Facilitator Location
5:30 – 8:00pm Check-in, Networking Arterra at Marriott Del Mar
NETWORKING EVENT: Building Connections Through Play Gary Ware, Co-Founder & Chief Strategy Officer, Tower33 Digital
Networking

Art of Marketing conference  |  Thu, Nov 3, 2016

Time Format & Session Speaker Room
7:00 – 8:30am REGISTRATION, BREAKFAST & NETWORKING Grand Ballroom
8:30 – 8:45am KICKOFF: Welcome David Palmer, President, San Diego AMA
8:45 – 9:15am KEYNOTE: Generational Motivation Gordon Fowler, 3fold Communications
9:20 – 9:50am KEYNOTE: Developing an Inspirational Brand Aaron Carpenter, CCO, HubNami; former VP Global Marketing, The North Face
9:50 – 10:00am KICKOFF: Closing the Loop Katie Fellenz, VP Marketing, NextLeft
Michelle Bellon, Sr. Director of Integrated Marketing Strategies, Rescue Agency
10:00 – 10:30am EXHIBITION BREAK
10:30 – 11:20am

BREAKOUT 1:
PLANNING & MEASUREMENT

SPEAKER: Lean Insights, Big Impact Clynton Taylor, SVP of Strategy, Scansion Coronado
PANEL: Omnichannel Campaigns: Analytics & Attribution Santa Fe 1-2
WORKSHOP: Rig The Game: How to Design Flexible Campaigns That Learn and Evolve Justin Gabbert, Manager of Digital Analytics & Optimization, Red Door Interactive Santa Fe 3
MENTORSHIP: Plan, Analyze and Pivot: Becoming an Agile Marketing Organization Kristin Runyan, SVP Operations and Marketing, PayLease , Jacques Pavlenyi and Barc Holmes Santa Fe 4
11:20 – 11:30am Passing ~
11:30am – 12:20pm

BREAKOUT 2:
AWARENESS

SPEAKER: 29 Mind-Blowing Social Media Tactics That Your Team Probably Isn’t Doing Derric Haynie, Head of Growth, Rebrandly Coronado
PANEL: Best Practices in Omnichannel Execution Santa Fe 1-2
WORKSHOP: How to Write Content Google Cares about and Ranks Nick Slettengren, Co-Founder / Head Strategist, Power Digital Marketing Santa Fe 3
MENTORSHIP: Engage New Customers with Video Content Brent Altomare, Executive Producer, Groovy Like a Movie, Nancy Carroll and Robert Watkins Santa Fe 4
12:20 – 12:45pm LUNCH & NETWORKING Grand Ballroom
12:45 – 1:40pm LUNCH KEYNOTE: The Future Belongs to the Optimizers Chris Goward, Founder & CEO, WiderFunnel
1:40 – 2:00pm EXHIBITION BREAK
2:00 – 2:50pm

BREAKOUT 3:
NURTURING

SPEAKER: 10 Reasons Why No One’s Reading Your Blog Amanda Nachman, Founder & Publisher, College Magazine Coronado
PANEL: Marketing Automation and Lead Nurturing Tips from The Pros Santa Fe 1-2
WORKSHOP: Beyond the Landing Page (Part 1 of 2) Frank Cowell, President, Elevator Agency Santa Fe 3
MENTORSHIP: A Two-Headed Hydra – The Sales & Marketing Partnership: Priming Leads to Optimize Conversion Steven Maskell, Chief Client Officer, SeeLevel HX Santa Fe 4
2:50 – 3:00pm Passing ~
3:00 – 3:50pm

BREAKOUT 4:
CONVERSION & RETENTION

SPEAKER: Evolve Your A/B Testing Skills Cara Harshman, Freelance Optimizer Coronado
PANEL: Irrational Loyalty: Believing What Your Customers Believe Santa Fe 1-2
WORKSHOP: Beyond the Landing Page (Part 2 of 2) Frank Cowell, President, Elevator Agency Santa Fe 3
MENTORSHIP: Why Aren’t Your Leads Converting? Shelly Bowen, Chief Content Strategist, Pybop Santa Fe 4
3:50 – 4:10pm EXHIBITION BREAK & SNACKS Grand Ballroom
4:10 – 5:00pm PLENARY PANEL: Unleashing Brand Advocates
5:00 – 5:15pm CONFERENCE CLOSING & PRIZE DRAWING
5:15 – 6:30pm COCKTAIL RECEPTION, EXHIBITION & NETWORKING

SESSION DETAILS

IMG_9933Learn How You Learn Best! Enjoy an innovative mix of session formats like collaborative Mentorship Programs, dynamic and engaging Speakers, interactive Panel Discussions, hands-on Classroom Workshops, and so much more! Have an incredible learning experience!

Note: All sessions below take place Nov 3 (except the pre#SDAOM Mixer on Nov 2). See agenda or speaker bios.

pre#SDAOM Mixer (Nov 2)

Wednesday, November 2, 2016

PRE-CONFERENCE EVENING RECEPTION

5:30 – 8:00pm

 

BUILDING CONNECTIONS THROUGH PLAY:

Using the power of Play to set you up for a successful and enjoyable conference.

Format: Facilitated Networking Activity  |
Room: Arterra Patio, Marriott Del Mar

This hands-on networking session will allow attendees connect with their inner-child to unleash creativity and connect with other conference attendees in an unconventional way. Gary will facilitate games that have been proven to increase connection, confidence, and collaboration.

Facilitator:

GARY WARE
Co-Founder & Chief Strategy Officer,
Tower33 Digital

Morning Keynotes: Brand

Thursday, November 3, 2016

MORNING KEYNOTES

 

GENERATIONAL MOTIVATION

8:45am – 9:15am  |  Room: Grand Ballroom

Communicating effectively between generations is essential for building relationships and business in a hyper-connected world. Yet navigating between generations can be difficult and sensitive. Generational Motivation examines how to use marketing messages effectively to succeed in today’s marketplace with the additional challenge of generational complexities: the different demands, values and preferences of today’s multigenerational buyers.

You’ll enjoy this interactive presentation packed full of valuable examples, humor, and specific takeaways to apply to your industry, team, and even *gulp* your own family! At the end of this interactive and engaging session, you’ll be able to:

  • Define five distinct consumer generations
  • Identify the characteristics and values system of each generation and how those values affect consumer motivation and communication
  • Develop an understanding of how different generations communicate and how marketing messaging affects consumer behavior
  • Understand effective customer outreach messaging by generation

KEYNOTE SPEAKER:

GORDON FOWLER
President/CEO, 3fold Communications

 

BUILDING INSPIRATIONAL BRANDS

9:20am – 9:50am  |  Room: Grand Ballroom

This session will help you identify key emotional connection points with your consumers, build inspirational brands, and create ways for consumers to close the loop, engage and purchase. We will use The North Face as a case study of how the combination of top of funnel awareness, social media, and CRM are used to engage consumers throughout the buyer’s journey. This session will showcase the videos and imagery that were used to optimize communications and drive bottom-line conversion. You’ll learn:

  • How to combine top of funnel awareness activities and CRM to close the sales loop
  • Ways to leverage social media as the funnel entry point at any stage of the buyer’s journey
  • The importance of emotional connection to drive results

KEYNOTE SPEAKER:

AARON CARPENTER
Co-founder and Chief Customer Officer, HubNami
CEO, ACV Consulting
Former VP Global Marketing, The North Face

Breakout 1: Measurement & Planning Sessions

1st ROUND OF BREAKOUT SESSIONS: PLANNING & MEASUREMENT

10:30 – 11:20am

 

LEAN INSIGHTS, BIG IMPACT:
Applying the principles of lean startup to connect with and form lasting relationships with customers without breaking the bank.

Format: Speaker  |  Room: Coronado

In an increasingly volatile, ambiguous, and rapidly changing world, gaining insights about what customers want now and in the future is more challenging than ever. Borrowing a page from the lean startup playbook, we can quickly learn about what customers want and build meaningful connections with them that have lasting revenue-generating impact. The difference between companies that thrive versus others that don’t often comes down to a rich, empathic understanding of what customers want. Learn how to:

  • Gain insight into what matters most to customers, quickly
  • Identify innovative ways to test concepts with and get vital feedback from customers
  • Turn customer insights into actionable steps that build meaningful customer relationships

SPEAKER:

CLYNTON TAYLOR
SVP of Strategy, Scansion

 

OMNICHANNEL CAMPAIGNS: ANALYTICS & ATTRIBUTION

Format: Panel  |  Room: Rancho Santa Fe 1 & 2

Gain insights and hear practical advice from thought leaders on the topic we are all wrestling with: How do you pull the right combination of levers to produce the right outcomes at the right cost? In this engaging, thought-provoking panel talk, attendees will learn:

  • A nuanced understanding of how successful omnichannel campaigns are being planned, run and evaluated
  • What it means to “measure twice, cut once”

PANELISTS:

  • KAREN BELLIN, VP Analytics, Mirum Agency
  • MARC JOHNSTON, CFO, DirectAvenue
  • MATTHEW PARISI, Marketing Manager, MindTouch

MODERATOR:

  • DR. KENNETH WILBUR, Professor, UCSD Rady School of Management

 

RIG THE GAME: HOW TO DESIGN FLEXIBLE CAMPAIGNS THAT LEARN AND EVOLVE

Format: Workshop  |  Room: Rancho Santa Fe 3

Wouldn’t it be great to make informed, data-backed decisions about where to make budget and resource adjustments in our live marketing campaigns? What if we had a framework for testing new ideas and optimizing our campaigns in an iterative and systematic manner? In this workshop, Justin will provide a valuable framework for designing flexible marketing campaigns that will help you “close the loop.” You’ll leave with:

  • New knowledge of measurement strategy, testing and optimization, and campaign research methods
  • A foundation for “rigging the game” and designing campaigns that evolve and provide future learnings
  • A start-to-finish framework for designing, testing, and evolving a flexible cross-channel marketing campaign

INSTRUCTOR:

JUSTIN GABBERT
Manager of Digital Analytics & Optimization, Red Door Interactive

 

PLAN, ANALYZE AND PIVOT: BECOMING AN AGILE MARKETING ORGANIZATION

Format: Mentorship  |  Room: Rancho Santa Fe 4

Discover the real-life application of how to leverage Agile to create marketing plans, successfully execute on those plans, analyze early results, and pivot to meet the demands of the marketplace. This is an interactive and collaborative session that will combine lecture, marketing mapping, and Q&A to help your organization succeed with a comprehensive and agile marketing strategy. You’ll learn:

  • How a marketing plan can be developed using the Agile framework
  • How results can be gathered and analyzed for effectiveness
  • How to modify the marketing plan to incorporate feedback without losing the strategic vision
  • How Agile can be leveraged and applied in any organization for marketing success

LEAD MENTOR:

KRISTIN RUNYAN
SVP Operations, PayLease,

JACQUES PAVLENYI, Co-VP Programming, SDAMA
BARC HOLMES,Senior Delivery Consultant, Coral Mountain Consulting

Breakout 2: Awareness Sessions

2nd ROUND OF BREAKOUT SESSIONS: AWARENESS

11:30 – 12:20pm

 

29 MIND-BLOWING SOCIAL MEDIA TACTICS THAT YOUR TEAM PROBABLY ISN’T DOING

Format: Speaker  |  Room: Coronado

SPEAKER

DERRIC HAYNIE
Head of Growth, Rebrandly

 

BEST PRACTICES IN OMNICHANNEL EXECUTION

Format: Panel  |  Room: Rancho Santa Fe 1 & 2

Learn how many top brands are implementing an omnichannel mix of traditional and newly emerging channels to grow awareness and capture valuable leads. We’ll discuss how to become more relevant to prospective customers at the time of their need, not just our convenience. You’ll learn the answers to:

  • How are my customers becoming aware of my brand?
  • What alternatives are there to improve awareness and pique brand interest?
  • How can I ensure an exceptional brand experience with an a multi-facted, omnichannel marketing strategy?

PANELISTS:

  • AARON CARPENTER, Co-founder and Chief Customer Officer, HubNami; former VP Global Marketing, The North Face
  • JOHN FARIS, Vice President, Cross Channel Marketing, Red Door Interactive
  • SHANDA MALONEY, Director, Digital Marketing & Social Media, UFC (Ultimate Fighting Championship)

MODERATOR:

  • DR. MARY BETH MCCABE, Lead Faculty, Marketing, National University

 

HOW TO WRITE CONTENT GOOGLE CARES ABOUT AND RANKS!

Format: Workshop  |  Room: Rancho Santa Fe 3

SEO expert Nick Slettengren will spill his agency’s secret tools they use to “topic model.” You’ll be able to start using these great enterprise-level tools right away to stake a bleeding edge advantage when writing your content to rank. You’ll learn:

  • What topic modeling is and why is it critical to modern SEO success
  • How to identify real gaps in content that can make a huge difference in rankings
  • What it means to truly and completely cover a topic
  • The role of Artificial Intelligence and Machine Learning in today’s search algorithms

INSTRUCTOR:

NICK SLETTENGREN
Co-Founder and Head Strategist, Power Digital Marketing

 

ENGAGE NEW CUSTOMERS WITH VIDEO CONTENT
Tech and Trends: 360°, Interactive, and Personalized

Format: Mentorship | Room: Rancho Santa Fe 4

The world of video is no longer flat, generic, nor passive. This session will introduce you to concepts and technology that will allow you to engage with your audience with video in new and unique ways. From the first generation of professional 360° immersive cameras to adding interactivity directly to video to personalizing video for a one-on-one experience, this session will give you a solid overview of what’s possible and what’s in store for the future of video marketing. You’ll learn:

  • High-level overview of tools and techniques for interactive video
  • How personalized video can help brands better engage with their audience
  • The possibilities of 360° immersive videos and how marketers can incorporate them into their content mix

LEAD MENTOR:

BRENT ALTOMARE
Executive Producer, Groovy Like a Movie

NANCY CARROLL , Business Development Director;
ROBERT WATKINS, Writer/Producer,
Groovy Like a Movie

Lunch Keynote: Conversion Optimization

LUNCH KEYNOTE

THE FUTURE BELONGS TO THE OPTIMIZERS

1:00pm – 1:40pm  |  Room: Grand Ballroom

Today is the best time in history to be an evidence-led marketer. Data is available everywhere, tools are improving daily, and the business climate is data-friendly. You hold in your hand the keys to the kingdom. But, you must not squander the opportunity. It will be taken away unless you use it wisely. In this session, you’ll hear from Chris Goward, optimization thought-leader, how leading businesses are using optimization processes to gain dramatic revenue lift and insights. You’ll walk away with practical strategies to drive real, tested business results.

  • Learn how leading marketers are gaining powerful insights and revenue gains, with real case studies
  • Gain frameworks and processes to create the best optimization program
  • Get tips to become a future-proof optimization champion

KEYNOTE SPEAKER:

CHRIS GOWARD
Founder & CEO, WiderFunnel
Author, You Should Test That!
Former Direct Response Director, DDB

Breakout 3: Nurturing Sessions

3rd ROUND OF BREAKOUT SESSIONS: NURTURING

2:00pm – 2:50pm

 

10 REASONS WHY NO ONE’S READING YOUR BLOG
How to create meaningful content and a FOMO title that guarantees viral sharing and SEO strength.

Format: Speaker  |  Room: Coronado

Marketers dedicate hours to crafting premium content but they often forget the most important part—the title. Along the way they leave out key elements that engage readers and drive conversions with meaningful content.In this session we’ll discuss how to research competitor content to determine what to write before you start writing. We’ll call out which elements help to engage your reader, drive shares, and increase conversions. Finally, the most important part of all, we will close the loop by developing a “FOMO” title that guarantees readers will feel like they are truly missing out if they don’t read your content. You’ll learn:

  • How to research competitive titles
  • How to create content people want to share
  • How to develop a FOMO title

SPEAKER:

AMANDA NACHMAN
Founder & Publisher, College Magazine

 

MARKETING AUTOMATION AND LEAD NURTURING TIPS FROM THE PROS

Format: Speaker  |  Room: Rancho Santa Fe 1 & 2

We have gathered four experts who will share their knowledge and tips on the tools to use, the tactics to employ, and the pitfalls to avoid with your marketing automation and lead nurturing programs.

PANELISTS:

  • MATT PARISI, Marketing Manager, MindTouch
  • PILAR POWER, Sr. Manager, Account Enablement, Mapp Digital
  • TONY RINDSBERG, President, Tower33 Digital; Co-Founder and former CMO, SOCi

MODERATOR:

  • NICOLE PEREIRA, Co-Leader, HubSpot User Group; Chief Marketing Technologist, Campaign Creators

 

BEYOND THE LANDING PAGE (PART 1 of 2)

Format: Workshop  |  Room: Rancho Santa Fe 3

Now that you have new contacts in your database, learn how to keep them engaged and, eventually, turn them into customers!

It’s one thing to generate new contacts, but it’s an entirely different ballgame to keep those contacts engaged and convert them into loyal customers. Internet marketing veteran Frank Cowell will share the secrets of how to keep contacts engaged and naturally pull them through the sales funnel to maximize lead-to-customer conversion potential. During this two-part series that spans the Nurturing and Conversion breakouts, you’ll learn how to:

  • Develop a “smarketing” funnel that naturally pulls leads through the funnel
  • Develop topical content marketing campaigns that are strategic and make your funnel perform better
  • Grow your overall marketing program systemically to create additional opportunities for visitors and contacts

INSTRUCTOR:

FRANK COWELL
President, Elevator Agency

 

 

A TWO-HEADED HYDRA – THE SALES & MARKETING PARTNERSHIP:
Priming leads to optimize conversion.

Format: Mentorship  |  Room: Rancho Santa Fe 4

Sales and marketing are a two-headed hydra and it does not make sense to cut one off to benefit the other. Rather, returns are maximized when the two functions target the same outcomes. This session will look at how organizations have integrated their marketing efforts with their sales organizations to deliver results. We’ll talk through some great case studies then break out into mentor groups and talk through how the lessons learned can be applied in your business. You’ll learn:

  • How to ensure their marketing efforts are supported and executed in the field.
  • How to enable Sales to better leverage Marketing’s efforts to deliver qualified leads.
  • Tactical and practical ideas to engage Marketing with Sales to drive revenue.

LEAD MENTOR:

STEVEN MASKELL
Chief Client Officer, SeeLevel HX

Breakout 4: Conversion & Retention Sessions

4th ROUND OF BREAKOUT SESSIONS: CONVERSION & RETENTION

3:00pm – 3:50pm

 

EVOLVE YOUR A/B TESTING SKILLS

Format: Speaker  |  Room: Coronado

A/B testing is bread and butter for anyone who aspires to be a data-driven marketer. Cara will share stories about how testers—from one-person agencies to dedicated testing teams—are evolving their skills. You’ll walk away from this session with tactics to improve not only your testing process but your revenue and key company goals. You’ll learn:

  • How to evolve from developing testing ideas to testing hypotheses
  • Why establishing a testing process will improve testing velocity
  • How to get your co-workers on board and make testing a priority

SPEAKER:

CARA HARSHMAN
Freelance Optimizer; former Content Marketing Manager, Optimizely

 

IRRATIONAL LOYALTY: BELIEVING WHAT YOUR CUSTOMERS BELIEVE
Designing campaigns and culture to keep the customers you want     

Format: Panel  |  Room: Rancho Santa Fe 1 & 2

Join us for a good old-fashioned discussion with marketing leaders who love sharing proven techniques, beliefs and resources that have helped their respective organizations support their loyal followers. You’ll understand the answers to:

  • How do I design effective retention and loyalty programs?
  • How do I create a culture that embraces irrational loyalty?
  • How do I quickly and effectively launch my retention or loyalty programs?
  • What are the retention and loyalty resources that I need to be aware of?

PANELISTS:

  • KENDRA LOSEE, Founder, Fueled Marketing
  • REGINA MAYZUM, Manager of Shopper Insights, Kimberly-Clark
  • DANA SULLIVAN KILROY, Chief Content and Social Marketing Strategist, ShortStack

MODERATOR:

  • JOHN ROBINSON, Business Strategy Consultant, Backup CEO; Former VP Marketing, Health Net and VP Marketing, Citibank

 

Format: Workshop  |  Room: Rancho Santa Fe 3

BEYOND THE LANDING PAGE (PART 2 of 2)

Now that you have new contacts in your database, learn how to keep them engaged and, eventually, turn them into customers!

This two-part series continues for those who attended Part 1! See details under 3rd Round of Breakout Sessions.

INSTRUCTOR:

FRANK COWELL
President, Elevator Agency

 

Format: Mentorship | Room: Rancho Santa Fe 4

WHY AREN’T MY LEADS CONVERTING?

You’re finally driving traffic to your website, but it’s just not capturing qualified leads. The cause might be a small tactical thing or it could be that your brand story isn’t compelling the right people to take action at the right time. Shelly Bowen, 16-year digital content strategist and founder of Pybop, brings you nine surprisingly common content strategy mistakes that make leads hesitate and even turn them away. In this session, you’ll discover real-life solutions to these common mistakes, and you you’ll learn how to:

  • Optimize lead capture and conversion by eliminating common mistakes
  • Leverage your audience journey to find opportunities for user experience improvements
  • Identify whether your brand story is strong enough to convince your audience
  • Make taking action a compelling and satisfying experience for your audience

LEAD MENTOR:

SHELLY BOWEN
Chief Content Strategist, Pybop

Plenary Panel: Brand Advocacy

PLENARY PANEL: BRAND ADVOCACY

 

UNLEASHING BRAND ADVOCATES
How Top Brands Are Mobilizing their Advocates

4:10PM – 5:00pm  |  Format: Plenary  |  Room: Grand Ballroom

Unleashing your Advocates is a powerful way to close the loop. Leading marketers from top brands share insights into how they’re leveraging Advocates to build their brands and businesses. You’ll learn:

  • How to identify Brand Advocates
  • How to mobilize Brand Advocates
  • How to measure ROI from Advocate marketing

PANELISTS:

  • SHANDA MALONEY, Director, Digital Marketing & Social Media, UFC (Ultimate Fighting Championship)
  • NANCY NUNZIATI, VP Marketing, Neato Robotics
  • WAYNE PARTELLO, SVP & CMO, San Diego Padres
  • MARK WESLAR, VP Marketing, Karl Strauss Brewing Co.

MODERATOR:

  • ROB FUGGETTA, CEO, Zuberance; Author, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force”

Speakers and Facilitators

Check out the carefully curated list of “closing the loop” marketing experts.

Aaron Carpenter, CCO, HubNami (KEYNOTE)

Aaron CarpenterAARON CARPENTER CCO, HUBNAMI

CCO, HubNami;
Former VP Global Marketing, The North Face

  • Session Title: Developing an Inspirational Brand
  • Loop Stage: Morning Keynotes
  • Format/Track: Keynote
  • Time/Room: 9:20 – 9:50 am/Grand Ballroom

Aaron Carpenter is the CEO of ACV Consulting where he advises global outdoor brands and technology startups on brand strategy, digital marketing, ecommerce, user experience, sales, and demand generation. Aaron is also the Chief Customer Officer and co-founder of HubNami, a social media intelligence platform for global retailers. Aaron has 18 years experience in digital marketing, ecommerce, site design, and sales most recently as Vice President of Global Marketing at The North Face. At The North Face he oversaw all elements of the marketing mix, including e-commerce, global advertising development, in-store marketing, PR, CRM, Corporate Social Responsibility, sports marketing, and global consumer insights. This included oversight of The North Face athlete team, where he helped bring the “Athlete-tested, Expedition Proven” mantra to life. Additionally, he led The North Face brand’s efforts around outdoor participation and sustainability and was a board member of The Conservation Alliance.

Under his marketing leadership, The North Face was the first brand in the VF Corp portfolio to break the $2 billion in revenue barrier ($2.3 billion for fiscal 2014).

Prior to the The North Face, Mr. Carpenter was a tenured marketing executive at Levi Strauss & Co. He held many marketing positions throughout his 10 year career there, such as Director of Presence Marketing and Publicity and Vice President of Marketing, Licensing, and Online Sales.

Mr. Carpenter enjoys climbing, skiing, mountain biking, whitewater kayaking, and running. He’s completed The North Face Endurance Challenge 50k trail running race and climbed the regular route of Half Dome with the North Face team captain Conrad Anker.

He holds a MBA in international marketing from the Graduate School of Management at the University of California, Davis and undergraduate degrees from UC Davis in Russian and International Relations.

Twitter - Aaron F Carpenter, CCO, Hubnami LinkedIn - Aaron F Carpenter, CCO, Hubnami Return to Agenda

Chris Goward, Founder & CEO, WiderFunnel (Keynote)

Chris GowardCHRIS GOWARD FOUNDER & CEO, WIDERFUNNEL

Founder & CEO, WiderFunnel

  • Session Title: The Future Belongs to the Optimizers
  • Loop Stage: Lunch Keynote
  • Format/Track: Keynote
  • Time/Room: 1:00 – 1:40 pm/Grand Ballroom

When companies like Google, IBM, Magento, and 1-800 Flowers want to improve their marketing results, they call Chris Goward. Chris founded WiderFunnel with the belief that marketing agencies should prove their value.

He is the brain behind the LIFT Model® and Infinity Optimization Process, conversion optimization strategies that consistently lift results for leading companies. He wrote the book “You Should Test That!” which redefined conversion rate optimization and has spoken at 300+ events globally, showing how to create dramatic business improvements.

Chris Goward, Founder & CEO, WiderFunnel (Keynote) Chris Goward, Founder & CEO, WiderFunnel (Keynote) Return to Agenda

Gordon Fowler, President/CEO, 3Fold Communications (Keynote)

GORDON FOWLER PRESIDENT/CEO, 3FOLD COMMUNICATIONSGordon Fowler

President/CEO, 3Fold Communications

  • Session Title: Generational Motivation
  • Loop Stage: Morning Keynotes
  • Format/Track: Keynote
  • Time/Room: 8:45 – 9:15 am/Grand Ballroom

After 15 years of national, success-filled marketing and advertising experience in high-level positions in the private and public sector, Gordon Fowler launched 3fold Communications with Angela Criser in 2004. 3fold Communications has become an award winning, multi-million dollar agency and a leader in socially conscious marketing.

In addition to providing for-profit companies strategic and integrated marketing and social media services, 3fold Communications specializes in working with nonprofits to increase their capacity, strategically position them to attract new funding, build their influence, and strengthen their overall impact.

Gordon Fowler, President/CEO, 3Fold Communications (Keynote) Gordon Fowler, President/CEO, 3Fold Communications (Keynote) Return to Agenda

Rob Fuggetta, CEO, Zuberance (Plenary Moderator)

ROB FUGGETTA CEO, ZUBERANCERob Fuggetta

CEO, Zuberance

  • Session Title: Creating Brand Advocates
  • Loop Stage: Brand Advocacy
  • Format/Track: Panel Discussion
  • Time/Room: 4:10 – 5:00pm/Grand Ballroom

Rob Fuggetta is the Founder & CEO of Zuberance. He drives Zuberance’s vision and advises brands on advocacy strategy.

Rob is the world’s leading expert on brand advocacy. He is the author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (John H. Wiley & Sons, Inc.)

Rob has been a featured speaker at dozens of conferences, including events sponsored by the American Marketing Association (AMA), the Word of Mouth Marketing Association (WOMMA), the CMO Club, the Marketing Executives Networking Group (MENG), and many others. In addition, Rob’s articles about advocacy have appeared in AdAge, Forbes, Fortune, Fast Company, iMedia Connection, to name a few. The Online Marketing Institute recently named Rob one of the nation’s Top 40 Digital Marketers.

Prior to founding Zuberance, Rob was the CMO for Genuity, a Verizon spinout. He also was formerly a partner at Regis McKenna Inc., the legendary high tech marketing and communications company, where he co-led the global Apple account.

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Shanda Maloney, Director Digital Marketing & Social Media, UFC (Ultimate Fighting Championship) - (Plenary Panelist)

SHANDA MALONEY DIRECTOR DIGITAL MARKETING & SOCIAL MEDIA, ULTIMATE FIGHTING CHAMPIONSHIP (UFC)Shanda Maloney

Director Digital Marketing & Social Media, UFC (Ultimate Fighting Championship)

  • Session Title: Creating Brand Advocates
  • Loop Stage: Brand Advocacy
  • Format/Track: Panel Discussion
  • Time/Room: 4:10 – 5:00pm/Grand Ballroom

Shanda Maloney has 16 years of marketing experience ranging from developing marketing campaigns for two of the largest cable operators in the U.S. to leading 4 radio stations in their marketing and promotional efforts then making her way to the fastest growing sports organization in the world.

Shanda has always had a passion for working on live events and bringing fans closer to their favorite stars, artists, bands, musicians and athletes and has found a way to do this both in the physical world as well as the digital world.

Shanda has recently celebrated her 6th anniversary with the UFC and has lead the company to see their biggest growth and engagements rates on the UFC social channels in company history.

There is no off season with the UFC and every single day presents a new challenge, from fight cards changing to discovering a new celebrity fan has tweeted to the UFC or about a UFC fighter. Her job is to maximize every opportunity and turn every stone, you never know where the next big win will come from.

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Nancy Nunziati, Vice President of Marketing, Neato Robotics (PLENARY PANELIST)

NANCY NUNZIATI VICE PRESIDENT OF MARKETING, NEATO ROBOTICSNancy Nunziati

Vice President of Marketing, Neato Robotics

  • Session Title: Creating Brand Advocates
  • Loop Stage: Brand Advocacy
  • Format/Track: Panel Discussion
  • Time/Room: 4:10 – 5:00pm/Grand Ballroom

As vice president of marketing, Nunziati leads marketing strategy development and execution, branding and corporate identity, company and product positioning, advertising and public relations, and internal and external communications for Neato Robotics. She is responsible for driving global demand generation, retail product and packaging design, and all online and social media properties.

With more than 25 years of experience working with technology companies, Nunziati has developed and executed dozens of dynamic marketing strategies and programs. Her management experience ranges from early-stage startups to multi-billion dollar global powerhouses, such as Cisco and Logitech. She worked with Logitech for more than a decade in various roles, including director of internet marketing and e-commerce; senior manager, customer satisfaction; and various product marketing management positions. Other brands she represented include NETGEAR, Dolby Laboratories and Palm/HP. Nunziati also worked on pro-bono marketing projects for non-profits through the Taproot Foundation. In addition to her extensive technology marketing experience, Nunziati has worked with several up and coming musical artists to produce a music video and an award-winning album. She earned her Bachelor of Arts degree from the University of California, Berkeley.

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Wayne Partello, CMO, San Diego Padres (PLENARY PANELIST)

WAYNE PARTELLO SVP & CMO, SAN DIEGO PADRESWayne Partello

SVP & CMO, San Diego Padres

  • Session Title: Creating Brand Advocates
  • Loop Stage: Brand Advocacy
  • Format/Track: Panel Discussion
  • Time/Room: 4:10 – 5:00pm/Grand Ballroom

Wayne Partello joined the Padres in October 2013 and oversees all aspects of the Padres marketing and communications platforms encompassed by the following departments: marketing, creative services, communications, entertainment & production, broadcasting and content.

In his first season with the Padres, Partello oversaw the development of a number of new marketing and content initiatives, including the launch of Padres Social Hour, a daily, hour-long pregame show that is streamed live on padres.com, and simulcast on FOX Sports San Diego and ESPN 1700.

Partello joined the Padres after four years with the Miami Dolphins where he was responsible for a wide footprint of marketing and media areas, including but not limited to the development and oversight of The Finsiders (the Dolphins’ integrated media arm), the team’s advertising and creative efforts and the organization’s game day entertainment experience.

Prior to joining the Dolphins, Partello spent 11 years at Entercom Communications in his hometown of Boston in a variety of marketing and digital media roles, including work on the Boston Red Sox radio network.

Partello and his wife, Kristen, have two daughters: Julia and Emily.

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Mark Weslar, VP Marketing, Karl Strauss (PLENARY Panelist)

MARK WESLAR VP MARKETING, KARL STRAUSS BREWING COMPANYMark Weslar

VP Marketing, Karl Strauss Brewing Company

  • Session Title: Creating Brand Advocates
  • Loop Stage: Brand Advocacy
  • Format/Track: Panel Discussion
  • Time/Room: 4:10 – 5:00pm/Grand Ballroom

Mark is a marketing leader with 17 years of experience building brands across consumer product segments. Currently Mark leads the marketing efforts for Karl Strauss Brewing Company, San Diego’s OG craft brewery. Prior to Karl Strauss Mark held brand leadership positions at Coors, Nabisco & Kraft. Mark has an undergraduate degree from The Colorado College and an MBA from Indiana University. Mark is a self proclaimed beer geek with an insatiable thirst for great craft beer.

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Brent Altomare, Exec Producer, Groovy Like a Movie

BRENT ALTOMARE EXECUTIVE PRODUCER, GROOVY LIKE A MOVIEBrent Altomare

Executive Producer, Groovy Like a Movie

  • Session Title: Engage New Customers with Video Content
  • Loop Stage: Breakout 2: Awareness
  • Format/Track: Mentorship
  • Time/Room: 11:30 am – 12:20 pm/Santa Fe 4

As the founder of Groovy Like a Movie, Brent Altomare has been with the company since it’s first days in 2000. Brent considers himself a problem solver, and loves finding creative solutions to all sorts of challenges. A technology geek, comic book nerd, and film aficionado, Brent loves the fact that his job lets him indulge in all his favorite pastimes and call it “work.”

As much as he loves his job, Brent always looks forward to going home to his amazing wife Jennifer, and their 8-year old daughter Chloe – with whom he has lightsaber fights while she wears a princess tiara.

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Karen Bellin, VP Analytics and Action, Mirum Agency

KAREN BELLIN VP INSIGHTS AND ACTION, MIRUM AGENCYKaren Bellin

VP Insights and Action, Mirum Agency

  • Session Title:  Omnichannel Campaigns: Analytics & Attribution
  • Loop Stage: Breakout 1: Planning & Measurement
  • Format/Track: Panel
  • Time/Room: 10:30 am – 11:20 pm/Santa Fe 1-2

Karen heads Mirum’s analytics practice. Karen designs and implements data strategies for clients who seek to act on data, incorporate data into day-to-day processes and break data out of organizational silos for integrated reporting and analysis. At Mirum data is used by multi-disciplined teams to assess and optimize experiences, products and campaigns. Karen works across Mirum offices globally, as well as with her J. Walter Thompson and WPP holding company counterparts to innovate global analytics solutions that power smarter marketing and drive efficiency for clients.

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Michelle Bellon, Sr. Director of Integrated Marketing Strategies, RESCUE AGENCY

MICHELLE BELLON SR. DIRECTOR OF INTEGRATED MARKETING STRATEGIES, RESCUE AGENCYMichelle Bellon

Sr. Director of Integrated Marketing Strategies, Rescue Agency

  • Session Title: Closing the Loop
  • Loop Stage: Morning Keynotes
  • Format/Track: Conference Opening
  • Time/Location: 9:50 – 10:00 am/Grand Ballroom

Michelle Bellon has worked on behavior change campaigns for young people spanning a variety of topics (tobacco use, alcohol/substance use, environmental responsibility, safer sex practices). She has developed and implemented dozens of successful marketing campaigns for state and federal health departments, public universities, 501(c)3’s, and private companies.

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Shelly Bowen, Chief Content Strategist, Pybop

Shelley BowenShelly Bowen

Chief Content Strategist, Pybop

  • Session Title: Why Aren’t Your Leads Converting?
  • Loop Stage: Breakout 4:
  • Format/Track: Mentorship
  • Time/Room: 3:00 pm – 3:50 pm/Santa Fe 4

Pybop’s chief content strategist Shelly Bowen has led teams of web writers and creatives to develop interactive content for more than 15 years. She has agency and in-house executive-level experience with health, technology, and education brands. Shelly’s passion is working with innovative businesses that are helping people live better lives. When not working, her favorite place to be is on her kayak. Shelly Bowen earned her MFA in creative writing and BA in English, has a foundational career in book publishing, and has presented workshops and talks from CA to MN to the Netherlands.

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Pilar Bower, Sr Manager, Account Enablement, Mapp Digital

PILAR BOWER SR MANAGER, ACCOUNT ENABLEMENT, MAPP DIGITALPilar Bower

Sr Manager, Account Enablement, Mapp Digital

  • Session Title: Marketing Automation and Lead Nurturing Tips from The Pros
  • Loop Stage: Breakout 3: Nurturing
  • Format/Track: Panel
  • Time/Room: 2:00 pm – 2:50 pm/Santa Fe 1-2

Pilar has more than 10 years of agency and digital media experience, including over 8 focused on the email channel. Pilar graduated from University of Miami, Florida and began my career working in the advertising department at The Miami Herald. A move to Los Angeles brought her to The Hollywood Reporter where she managed online ad inventory and launched Academy Awards and studio microsites. There she found her calling in the interactive world and with a move to San Diego, joined Red Door Interactive in April 2007. Pilar was part of the Cross Channel Marketing team at Red Door Interactive and led the Email/CRM strategy team for various clients such as California Avocado Commission, Garden Fresh Restaurant Corp. (Souplantation & Sweet Tomatoes restaurants), SKLZ and Cricket Communications.

In November 2015, Pilar took the role of Sr. Manager of Customer Success at BlueHornet (now Mapp Digital), which is an email service provider that empowers marketers to launch any size email campaign with sophisticated segmentation and automation. She is a binge fiction reader and in this part of life prefers library books to digital format.

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Frank Cowell, President, Elevator Agency

FRANK COWELL PRESIDENT, ELEVATOR AGENCYFrank Cowell

President, Elevator Agency

  • Session Title: Beyond the Landing Page (1&2)
  • Loop Stage: Breakout 3&4
  • Format/Track: Workshop
  • Time/Room: 2:00 pm & 3:00pm/Santa Fe 3

Frank Cowell is CEO at Elevator, a digital brand strategy agency based in the San Diego, California area. With 20 years of digital marketing experience, Frank works regularly with CEOs, CMOs, and VPs of Marketing who are looking to create amazing brand experiences while driving inbound leads. A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language. An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing.

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John Faris, VP Digital Marketing Strategy, Red Door Interactive

JOHN FARIS VP CROSS CHANNEL MARKETING, RED DOOR INTERACTIVEJohn Faris

VP Digital Marketing Strategy,
Red Door Interactive

  • Session Title: Best Practices in Omnichannel Execution
  • Breakout: 2. Awareness
  • Format/Track: Panel
  • Time/Room: 11:30 – 12:20 am/Rancho Santa Fe 1-2

As Vice President of Cross Channel Marketing, John leads the team of subject matter experts who manage SEO, media, CRM, social, content, CRO, and analytics for Red Door’s clients. He focuses on facilitating integration across marketing channels, and continually evolving the practice areas under his influence.

Having both in-house and agency-side experience, John has been in marketing for over 14 years. Over the course of his career, he has managed everything from traditional direct mail campaigns to cross-device programmatic media programs. During his ten year tenure at RDI, he’s worked on a diverse set of industry verticals, including business services, retail, ecommerce, manufacturing, luxury goods, financial services, and software.

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Katie Fellenz, VP Marketing, NEXTLEFT

KATIE FELLENZ VP MARKETING, NEXTLEFTKatie Fellenz

VP Marketing, NextLeft

  • Session Title: Closing the Loop
  • Loop Stage: Morning Keynotes
  • Format/Track: Conference Opening
  • Time/Location: 9:50 – 10:00 am/Grand Ballroom

Brand marketer with leadership experience specializing in digital advertising, branding, inbound marketing, marketing automation, product marketing, public relations and more. For the past 7+ years I’ve been leading marketing teams, driving leads and increasing brand awareness through paid, earned and owned media.

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Justin Gabbert, Manager, Digital Analytics & Optimization, Red Door Interactive

JUSTIN GABBERT MANAGER, DIGITAL ANALYTICS & OPTIMIZATION, RED DOOR INTERACTIVEJustin Gabbert

Manager, Digital Analytics & Optimization, Red Door Interactive

  • Session Title: Rig The Game: How to Design Flexible Campaigns That Learn And Evolve
  • Loop Stage: Breakout 1: Planning & Measurement
  • Format/Track: Workshop
  • Time/Room: 10:30 am – 11:20 pm/Santa Fe 3

Data-driven marketing strategist & entrepreneur with experience consulting for enterprise brands in the financial, technology, health, sports, apparel and restaurant verticals.Specialties include: marketing strategy, digital analytics, conversion optimization, and data-visualization. Justin is currently managing a rapidly growing team of analysts at Red Door Interactive in San Diego, California.

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Derric Haynie Head of Growth, Rebrandly

Derric Haynie, head of Growth, RebrandlyDerric Haynie

Head of Growth, Rebrandly

  • Session Title: 29 Mind-Blowing Social Media Tactics That Your Team Probably Isn’t Doing
  • Loop Stage: Breakout 2: Awareness
  • Format/Track: Speaker
  • Time/Room: 11:30 am – 12:20 pm/Coronado
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Cara Harshman, Cara Harshman

Cara HarshmanCara Harshman

Freelance Optimizer, Cara Harshman; former Content Marketing Manager, Optimizely

  • Session Title: Evolve Your A/B Testing Skills
  • Loop Stage: Breakout 4:
  • Format/Track: Speaker
  • Time/Room: 3:00 pm – 3:50 pm/Coronado

The former Content Marketing Manager and Blog Editor at Optimizely, Cara Harshman is a preeminent voice in A/B testing and website personalization. She wrote the book “A/B Testing” on behalf of Optimizely’s co-founders and has spoken around the world.

Marc Johnston, CFO, DirectAvenue

MARC JOHNSTON CFO, DIRECTAVENUEMarc Johnston

CFO, DirectAvenue

  • Session Title:  Omnichannel Campaigns: Analytics & Attribution
  • Loop Stage: Breakout 1: Planning & Measurement
  • Format/Track: Panel
  • Time/Room: 10:30 am – 11:20 pm/Santa Fe 1-2

Over the last 18 years Marc has honed a concrete, multidisciplinary understanding of what it takes for a business to be successful. Marc specializes in creating technology-enabled business and financial systems in the direct marketing space for privately held and venture-backed companies. In daily practice Marc is hands on with our finance and operations teams seeking peak operating efficiency and accountability for both the agency and the clients we serve (ROI/ROAS). He is equally at ease justifying media expenditures to corporate C-suite executives as he is forecasting inventory requirements with entrepreneurs. Marc’s former positions included Controller, Finance Director and VP of Finance and Operations. A former US Marine, Marc earned a BA in Economics from Rutgers University and an MBA from Auburn University.

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Dana Sullivan Kilroy, Chief Content and Social Marketing Strategist, ShortStack

DANA SULLIVAN KILROY CHIEF CONTENT AND SOCIAL MARKETING STRATEGIST, SHORTSTACKDana Sullivan Kilroy

Chief Content and Social Marketing Strategist, ShortStack

  • Session Title: Irrational Loyalty: Believing What Your Customers Believe
  • Loop Stage: Breakout 2:
  • Format/Track: Panel
  • Time/Room: 3:00 pm – 3:50 pm/Santa Fe 1-2

Dana Kilroy leads the content and social marketing team at ShortStack.com, a SaaS that has been on the Inc. 5000 list of the fastest-growing privately held companies in the U.S. twice (2015 and 2016). Small businesses, agencies and enterprise companies use ShortStack to build the kinds of marketing campaigns — contests, giveaways and other promotions — that help companies reach and keep customers.

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Kendra Losee, Founder, Fueled Marketing

KENDRA LOSEE FOUNDER, FUELED MARKETINGKendra Losee

Founder, Fueled Marketing

  • Session Title: Irrational Loyalty: Believing What Your Customers Believe
  • Loop Stage: Breakout 2:
  • Format/Track: Panel
  • Time/Room: 3:00 pm – 3:50 pm/Santa Fe 1-2

Kendra brings nearly 20 years of strategic marketing expertise to Fueled Marketing, with experience developing and implementing results-driven marketing strategies for her clients. She previously held strategic marketing positions at agencies and on the company-side, with a focus on digital marketing, customer relationship management, and creating comprehensive marketing strategies, to create branded, consistent customer journeys.

Kendra has worked with a broad range of significant B2B and B2C organizations, including: National University, Bumble Bee, Bulk Apothecary, Workday, Sonic, Udacity, Behr, Helix Education, Academy of Art, Budget Rent-a-Car, Tiffany’s, and Delta Airlines. For her work at National University, Kendra was named Higher Education Marketer of the Year in 2011 by the American Marketing Association. She received her BA in Communications from University of California, San Diego, and her EMBA from Purdue’s Krannert School of Management.

At Fueled Marketing, Kendra works with clients to provide exemplary marketing strategies, campaigns, and results for her clients.

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Steven Maskell, Chief Client Officer, SeeLevel HX

Steven MaskellSteven Maskell

Chief Client Officer, SeeLevel HX

  • Session Title: A Two-Headed Hydra – The Sales & Marketing Partnership: Priming Leads to Optimize Conversion
  • Loop Stage: Breakout 3: Nurturing
  • Format/Track: Mentorship
  • Time/Room: 2:00 pm – 2:50 pm/Santa Fe 4

Steven’s been in the customer experience management and consulting industry for 20 years. As one of the leaders of Shop’n Chek Worldwide, Steven focused on growing the company into a global organization. After some time with IKEA helping a specialty division grow, Steven returned to Customer Experience Management as GfK’s North American lead on Customer Experience Management. After winning and managing some of the industry’s largest programs, Steven took his experience and branched out into consulting.

He’s now delighted to be the clients’ advocate within SeeLevel where his responsibilities include helping new organizations improve their Human Experience. Clients such as The Coca-Cola Company, FedEx and American Express rely on Steven’s program designs to deliver quantified results.

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Regina Mayzum, Manager of Shopper Insights, Kimberly-Clark

REGINA MAYZUM MANAGER OF SHOPPER INSIGHTS, KIMBERLY-CLARKRegina Mayzum

Manager of Shopper Insights, Kimberly-Clark

  • Session Title: Irrational Loyalty: Believing What Your Customers Believe
  • Loop Stage: Breakout 2:
  • Format/Track: Panel
  • Time/Room: 3:00 pm – 3:50 pm/Santa Fe 1-2

Regina works for Kimberly-Clark in Shopper Insights, focusing on the grocery channel. She’s one of the company’s key champions and resources for loyalty data. Regina’s career has spanned consumer marketing research, brand development, and analytics. Her endless quest to understand how and why people behave has led Regina to become a specialist in a number of areas, including behavioral science, senior shoppers, and multicultural consumers.

Prior to Kimberly-Clark, Regina spent 8 years at Procter & Gamble in consumer research. She’s also worked for LPK and BASES. She earned her Bachelor’s degree from Northwestern University. When’s she’s not working, she loves to read, walk her dog, annoy her husband, cheer for her children at soccer games, and lead women’s studies.

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Dr. Mary Beth McCabe, Lead Faculty of Marketing, National University

Mary Beth McCabeDr. Mary Beth McCabe

Lead Faculty of Marketing, National University

  • Session Title: Best Practices in Omnichannel Execution
  • Loop Stage: Breakout 2: Awareness
  • Format/Track: Panel
  • Time/Room: 11:30 am – 12:20 pm/Santa Fe 1-2

Dr. McCabe is the lead faculty in Marketing at National University, the 12th largest private non-profit in the United States. She developed the first specialization in Mobile Marketing and Social Media as part of the MBA, and recently co-authored Mobile Marketing Essentials. McCabe has been an instructor at UCSD Extension, San Diego State University, and the University of San Diego, and received her doctorate in Marketing from United States International University.

Her digital marketing experience began as a pioneer in 1993, after 15 years of TV and Radio background, when she opened her own marketing firm, specializing in Hispanic Marketing. She’s published for the National Association of Broadcasters and on World Travel, including “The World’s First Guide to Independent Travel.” Mary Beth has completed marketing projects for 4,000 businesses, and taught 5,000 marketing students worldwide. She’s passionate about “What’s the next marketing challenge?”

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Amanda Nachman, Publisher, College Magazine

AMANDA NACHMAN FOUNDER & PUBLISHER, COLLEGE MAGAZINEAmanda Nachman

Founder & Publisher, College Magazine

  • Session Title: 10 Reasons Why No One’s Reading Your Blog
  • Loop Stage: Breakout 3: Nurturing
  • Format/Track: Speaker
  • Time/Room: 2:00 pm – 2:50 pm/Coronado

Amanda Nachman is the founder of CollegeMagazine.com, the ultimate guide to college written by students nationwide. What started out as a print magazine on the East Coast, now reaches 7 million readers nationwide online. Nachman has worked with more than 500 students on writing and editing to create meaningful articles packed with voice. Through her training programs, aspiring journalists that join College Magazine see their writing improve dramatically. College Magazine graduates have gone on to careers at USAToday, Industry Dive, NBC, Washington Examiner, Allure, National Geographic, Redbook, Rachel Ray Magazine and Washingtonian.

Nachman graduated from the University of Maryland in 2007 and currently lives in San Diego, CA. When she’s not busy brainstorming creative giveaways for College Mag readers, you’ll find her at yoga or Coronado dog beach.

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Matthew Parisi, Marketing Manager, MindTouch

MATTHEW PARISI MARKETING MANAGER, MINDTOUCHMatthew Parisi

Marketing Manager, MindTouch

  • Session Title: Marketing Automation and Lead Nurturing Tips from The Pros
  • Loop Stage: Breakout 3: Nurturing
  • Format/Track: Panel
  • Time/Room: 2:00 pm – 2:50 pm/Santa Fe 1-2

Matthew Parisi is Marketing Manager at MindTouch, Inc., a San Diego-based SaaS company. His data-driven approach to leading its performance marketing practice has helped create an accountable analytics program that grows annual recurring revenue primarily through content marketing and lead generation. His expertise spans digital and traditional marketing channels including SEO, SEM, social media and experiential marketing. Previously, Matthew has served as a strategic advisor for the largest B2B and B2C brands including Chiquita Bananas, Teradata, Accenture, Fair Isaac, McKinsey & Co., eMarketer, Hass Avocado Board, Sharp Healthcare and more.

Matthew is a graduate of the University of California, San Diego, where he earned a BA in Communications with a focus on computing for the arts. He is certified in Google AdWords and Google Analytics. In his not-so-spare time Matthew is a professional ultimate frisbee player with the American Ultimate Disc League, and is a board member and Director of Marketing for the San Diego Growlers.

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Nicole Pereira, Co-Leader, HubSpot User Group

NICOLE PEREIRA CO-LEADER, HUBSPOT USER GROUP; CHIEF MARKETING TECHNOLOGIST / CO-FOUNDER, CAMPAIGN CREATORSNicole Pereira

Co-Leader, HubSpot User Group; Chief Marketing Technologist / Co-Founder, Campaign Creators

  • Session Title: Marketing Automation and Lead Nurturing Tips from The Pros
  • Loop Stage: Breakout 3: Nurturing
  • Format/Track: Panel
  • Time/Room: 2:00 pm – 2:50 pm/Santa Fe 1-2

Nicole Pereira is a Digital Marketing Obsessed Entrepreneur who loves developing marketing stacks, SaaS marketing, inbound marketing, & marketing automation. She makes it her personal challenge to help companies to further develop profitable online marketing and technology campaigns.

Her experience with emerging technologies and marketing spans over a decade starting with building her first website at 16 years old and assisting in marketing the family business. She has extensive experience in Internet and web-related marketing tactics with a focus on cross platform marketing technologies. Nicole has served as an Internet Marketing Director and consultant for companies such as Pacific Sotheby’s and AIRSIS Inc.

Nicole currently serves as Chief Marketing Technologist and co-founder of Campaign Creators and co-leader of SD Inbound, the largest HubSpot user group in the world. Nicole’s true talent lies in the ability to simplify the online marketing process as well as train just about anyone in the best practices of all marketing endeavors.

Fun fact: Nicole is fluent in Portuguese.

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Tony Rindsberg, President, Tower33 Digital

TONY RINDSBERG CO-FOUNDER/PRESIDENT, TOWER33 DIGITALTony Rindsberg

Co-Founder/President, Tower33 Digital

  • Session Title: Marketing Automation and Lead Nurturing Tips from The Pros
  • Loop Stage: Breakout 3: Nurturing
  • Format/Track: Panel
  • Time/Room: 2:00 pm – 2:50 pm/Santa Fe 1-2

Tony Rindsberg is co-founder and President of Tower33 Digital, an Encinitas based digital marketing agency. Prior to Tower33, Tony co-founded and was CMO at SOCi, an award-winning enterprise social media company and platform.

Tony has extensive experience in lead-generation, lead nurturing, inbound marketing, as well as CRM selection, management & automation.

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John Robinson, Business Strategy Consultant, Backup CEO

JOHN ROBINSON BUSINESS STRATEGY CONSULTANT, BACKUP CEOJohn Robinson

Business Strategy Consultant, Backup CEO

  • Session Title: Irrational Loyalty: Believing What Your Customers Believe
  • Loop Stage: Breakout 2:
  • Format/Track: Panel
  • Time/Room: 3:00 pm – 3:50 pm/Santa Fe 1-2

John Robinson spent years of strategic service in executive marketing roles for Discover Card, G.E. Capital, Citibank, Health Net, and Ameritech New Media, where his division won the JD Power & Associates for customer service – the first and only cable service provider to win this award.

John possesses a deep understanding of acquisition, retention, activation and cross-sell marketing campaign work in the financial services, telecommunications, healthcare, transportation and digital marketing sectors. He is known for designing marketing cultures that embrace the Net Promoter Score philosophy.

John Robinson, Business Strategy Consultant, Backup CEO John Robinson, Business Strategy Consultant, Backup CEO Return to Agenda

Kristin Runyan, SVP Operations & Marketing, PAYLEASE

KRISTIN RUNYAN SVP OPERATIONS & MARKETING, PAYLEASEKristin Runyan

SVP Operations & Marketing, PayLease

  • Session Title: Plan, Analyze and Pivot: Becoming an Agile Marketing Organization
  • Loop Stage: Breakout 1: Planning & Measurement
  • Format/Track: Mentorship
  • Time/Room: 10:30 am – 11:20 pm/Santa Fe 4

Kristin is a passionate executive dedicated to helping good organizations become great. Her love of Agile has heavily influenced her pursuit of organizational excellence in departments as diverse as Marketing, Engineering, Support and Operations. In 2015, Kristin published her second book, “Change, Inc: An Agile Fable of Transformation,” a business fable demonstrating the applicability of the Agile tools and principles across all departments within an enterprise.

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Nick Slettengren, Co-Founder, Power Digital Marketing

NICK SLETTENGREN CO-FOUNDER & HEAD STRATEGIST, POWER DIGITAL MARKETINGNick Slettengren

Co-Founder & Head Strategist, Power Digital Marketing

  • Session Title: How to Write Content Google Cares about and Ranks
  • Loop Stage: Breakout 2: Awareness
  • Format/Track: Workshop
  • Time/Room: 11:30 am – 12:20 pm/Santa Fe 3

Nicholas Bjorn Slettengren is an entrepreneur by trade and digital marketer by evolution. With over 8 years of professional agency experience, Nick has gained a national and global perspective on the evolving digital world with an emphasis in SEO. Over the years, Nick to develop a score of successful digital strategies for Fortune 500 companies from Pfizer to Procter & Gamble as well as helping lean startups take flight. With a passion for digital strategy, Nick develops and customizes data driven digital marketing campaigns that positively impact his clients’ bottom line.

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Clynton Taylor, SVP Strategy, SCANSION

CLYNTON TAYLOR SVP STRATEGY, SCANSIONClynton Taylor

SVP Strategy, Scansion

  • Session Title: Lean Insights, Big Impact
  • Loop Stage: Breakout 1: Planning & Measurement
  • Format/Track: Speaker
  • Time/Room: 10:30 am – 11:20 pm/Coronado

Clynton has over 20 years experience helping companies become more innovative, build new businesses, and deliver meaningful experiences to their customers. He has been a trusted advisor for a number of the world’s most innovative companies, such as Carhartt, Target, PepsiCo, Harley-Davidson, FedEx, and the San Diego Zoo, and has helped create and refine billion dollar opportunities. Clynton has had the privilege of working with a number of the world’s most innovative companies over the past 20 years, including Harley-Davidson, FedEx, PepsiCo, Intel, and Target. His work has been profiled in the New York Times, Salon, San Jose Mercury News, Fast Company, and BusinessWeek, among others.

Twitter - Clynton Taylor, SVP Strategy, Scansion LinkedIn - Clynton Taylor, SVP Strategy, Scansion Return to Agenda

Gary Ware, Co-Founder & Chief Strategy Officer, Tower33 Digital {Pre-Conference Reception Facilitator

GARY WARE CO-FOUNDER & CHIEF STRATEGY OFFICER, TOWER33 DIGITALGary Ware

Co-Founder & Chief Strategy Officer, Tower33 Digital

  • Session Title: Building Connections Through Play
  • Loop Stage: Pre#SDAOM Mixer
  • Format/Track: Activity
  • Time/Room: 10:30 am – 11:20 pm/Arterra Patio

Gary is the Chief Strategy Officer for Tower33 Digital. He combines industry-best practices, in-depth market research, and highly detailed web analytics to optimize user engagement and increase online conversions. Gary is also the founder of BreakthroughPlay.com. Gary has helped hundreds of companies and thousands of professionals make major breakthroughs in their lives.

Gary Ware, Co-Founder & Chief Strategy Officer, Tower33 Digital Gary Ware, Co-Founder & Chief Strategy Officer, Tower33 Digital Return to Agenda

Dr. Kenneth Wilbur, Professor, UCSD Rady School of Management

DR. KENNETH WILBUR PROFESSOR, UCSD RADY SCHOOL OF MANAGEMENTDr. Kenneth Wilbur

Professor, UCSD Rady School of Management

  • Session Title: Omnichannel Campaigns: Analytics & Attribution
  • Loop Stage: Breakout 1: Planning & Measurement
  • Format/Track: Panel
  • Time/Room: 10:30 am – 11:20 pm/Santa Fe 1-2

Kenneth C. Wilbur, M.A., Ph.D., teaches core marketing at the Rady School. Ken produces original, useful research at the intersection of advertising, media and technology. His work has been published in leading journals, won major awards, influenced practice and been presented at conferences, universities and companies worldwide. Ken was a faculty member at the University of Southern California and Duke University prior to joining UC San Diego.

LinkedIn - Dr. Kenneth Wilbur, Professor, UCSD Rady School of Management Return to Agenda

Pre#SDAOM Mixer

Your conference ticket includes FREE admission to fun, facilitated improv-based networking, hors d’oeuvres and libations. Connect with fellow attendees, speakers and other VIPs in a casual setting!

  • Check-in: Opens at 5:30 pm with activities starting shortly after 6
  • Food and Beverage: The reception includes heavy hors-d’oeuvres and a complimentary beverage

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ATTENDEES

5D3L7739Expect approximately 250 to 350 mid to senior-level, integrated brand marketers at #SDAOM. A majority own or heavily influence investment decisions within their companies and come to the conference with clear, problem-solving objectives in mind. Click here to see who’s registered.

Job Title

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Industry

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Attendance Growth

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Valuable Conference Experience
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5D3L7777BE AN EXHIBITOR

Engage with 250-350 mid to senior-level marketers through meaningful, one-to-one interactions. You’ll be in front of hundreds of marketers, leaders, and entrepreneurs driving change and advancing their missions. As an exhibitor, you’ll get:

  • San-Diego-AMA-Art-of-Marketing-Conference-Exhibitor-Sponsorship-DOMO-Tweet-250pxINTIMATE OPPORTUNITIES
    to network and share your unique products, services, and value proposition
  • TRUE INTEGRATION: integration into conference experience with tables optimally positioned in high-traffic spots throughout the day.

Only $997

Book Your Exhibitor Table Today

Don’t delay! All tables sold out early last year!

Questions? Let’s connect! Email us sponsorship@sdama.org

Get the #SDAOM Mobile AppWhova iphone small

Maximize your conference experience. Start networking today!

  • Networking: Set up your profile, browse registration lists, and start networking with like-minded marketers today!
  • Messaging and Biz Cards: Send in-app messages, tweet, and exchange digital business cards and other contact info.
  • Agenda: Customize your own agenda, get GPS guidance, maps, and parking directions.
  • Announcements: Receive updates from #SDAOM organizers conveniently on your phone.

The password to unlock conference access will be sent in your registration confirmation email.

 

download-Whova-iTunes download-Whova-Android

PARKING

San Diego AMA has arranged special discounted rates for #SDAOM parking!

sandm_phototour80-250pxSelf Parking: $7/day (regular price $7/hr): When you arrive by car, proceed straight past the hotel entrance and park in the parking garage.Upon entering the hotel, please stop at the valet stand to pre-pay and receive a parking validation chaser for the AMA discount.

Valet Parking: $18/day (regular price $27/day): Pull up directly to the valet stand and tell them you’re with the San Diego AMA. Just pay $18 at the stand when you retrieve your car. Tips are not included.

VENUE

San Diego Marriott Del Mar
11966 El Camino Real
San Diego, CA 92130
Phone: 858-523-1700
Hotel website: Marriot.com

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Leadership Team

Conference Co-Chairs

Team Leads

Recap of 2015 #SDAOM

Check out the 2015 conference recap that’s full of play-by-play tweets, photos and video!

San-Diego-AMA-Art-of-Marketing-Conference-Professional-Development-Package-SOCi-Tweet-300pxProfessional Development Packages

No budget for Sponsorship? No problem! Get brand visibility and tickets for your entire team! Available for groups of 4 and up!

Invest in your marketing team. Book today.  

Team Benefit
Group of 8
Group of 4-7
Price $229 per team member $249 per team member
Ballroom Table Dedicated table with sign ~
Brand Visibility: Website Proportionate Logo Printed Name
Brand Visibility: Signage Proportionate Logo Printed Name
Brand Visibility: Mainstage Slides Proportionate Logo & Verbal Reference Printed Name
Discount on Exhibitor
Table ($997 value)
$250 off $100 off
Include Branded Swag Yes Yes

Buy Now.

REGISTER NOW and get a copy of "The Zen Marketer’s Guide to Growth"For a limited time, use promo code CUSTOMERJOURNEY to save 10%, plus score a new e-book from #SDAOM keynote and conversion optimization expert Chris Goward!

Save an extra $150 instantly by joining the AMA, plus take $30 off Membership!

ANOTHER YEAR, ANOTHER FANTASTIC #SDAOM!

The focus of this year’s Art of Marketing conference was “Closing the Loop”. This means measuring what’s working and what’s not in a marketing campaign and applying those learnings to make our efforts smarter and more successful. And just as the outcome of this approach is enhanced value to the enterprise, #SDAOM 2016 provided enhanced value to the careers of San Diego marketers!

Check out the highlight video below, the full recap of the day underneath, and photos at bottom. Find presenter materials on the San Diego AMA Slideshare page.

Photos

Volunteers That Helped Make It Happen

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