Download 2012 Marketing Technology Summit Sponsored by Hubspot and

2012 Marketing Technology Summit
Sponsored by Hubspot and Digital People
No matter who you are – you need to accelerate the application of marketing technologies and tactics in
your organization. So join the New England Direct Marketing Association (NEDMA) for a day of cutting
edge marketing technology education. This informative event features speakers and luminaries who will
present the latest and greatest technologies being used by direct marketers of all stripes.
When: March 21, 2012, 8:30 AM - 4:30 PM
Where: Boston Common Hotel & Conference Center, 40 Trinity Place, Boston, MA
8:30 AM Registration Opens
Program
9:00 AM – 10:15 AM Welcome, Keynote Address -General Session
You Don’t Need a Million Facebook Fans!
Things you can do with social media marketing that don’t require tons of fans.
Harry J. Gold, CEO, Overdrive Interactive
Some of us will never have a million fans (or Likes if you prefer) – so social media marketing needs to be
about more than collecting fans, posting on Facebook and tweeting on Twitter! For many of us, it needs
to be about weaving social media strategies and tactics into your current marketing programs. It needs
to be about creating interesting and valuable content and utilizing free social tools that encourage
people to share that content. And of course it’s got to be about driving measurable ROI!
Join us for the opening keynote where Harry J. Gold, CEO of Overdrive Interactive, walks through the
practical steps organizations need to take to truly integrate the power of social media into their
marketing mix and then measure the results and ROI. His presentation will include real case studies
from companies large and small who use social media to weave their brands, offers and messages into
the web to make lasting connection with consumers, encourage engagement and viral promotion and of
course drive results!
Harry Gold is the Founder and CEO of Overdrive Interactive, an award winning digital marketing firm in
Boston, Massachusetts that serves top companies such as Harley-Davidson, Samsonite, Topps, Dow
Jones, John Hancock, AAA, Vistaprint, EMC and Progress Software. Harry’s primary mission is to create
innovative online marketing programs based on real-world success and to share those programs with
Overdrive’s clients and the world.
He is also a frequent lecturer on search engine marketing, social media and online media for The
American Marketing Association, The Association of National Advertisers, The New England Direct
Marketing Association, Mediabistro, Search Engine Strategies and Harvard University. Harry is also an
expert columnist for ClickZ whose email newsletters are sent out to over 100,000 subscribers.
10:30 AM – 11:30 AM Concurrent Sessions
3 Trends that Matter - And 3 Opportunities for Digital Marketers
Grant Burgess, Google
The web has changed dramatically—bringing together doing and viewing, enabling access in-your-home
and in-your-pocket. This creates an unprecedented opportunity for marketers to reach consumers every
minute of every day and in the decision-making moments that matter.
In a world where consumers expect real-time answers to their questions and rely increasingly on online
information to guide their purchase decisions, being a nimble marketer is more important than ever. To
be relevant in today’s marketing environment, remember that speed beats perfection. Consumers rely
on online info now more than ever. We go online more (& from many devices), we search more
specifically, and we use online not just to inform, but to guide our decisions.
We believe that people want more personalized and richer experiences including their advertising. We
believe consumers will choose to engage with advertising on their terms. Finally, we believe that more
people will connect to the Internet via mobile devices than desktop. With that in mind, here are three
big opportunities for digital marketers to capture in 2012:
1. Discovery: More than one site
2. Choice: More than one way
3. Access: More than one screen
Join us to learn more about Google's latest thinking on key consumer trends, and how our recent ad
innovations connect brands and businesses with people—anytime, anywhere.
Grant Burgess has been at Google's Cambridge office since 2008, and has seen the local presence
double in size to over 300 Googlers. He's worked with many different clients as part of the Google sales
team, from SMBs for Fortune 500 companies. He currently is a member of the Agency Business
Development team, where he partners with Search Engine Marketers on how they can transform into
true digital, interactive agencies. In addition to his core role, Grant has given numerous talks in the
greater Boston area on how businesses can take advantage of Google's marketing products to capture
real business opportunities. Grant graduated from Williams College with degrees in Philosophy and
Physics.
The Mobile Marketing Race Is On - 5 Ways to Ensure You Don't Get Left Behind
Steffan Berelowitz, Conductor and CEO, BlueTrain Mobile
The mobile audience is the most educated, well heeled, socially networked demographic available
today, find out how you can market effectively to them by integrating mobile into your direct marketing
campaigns.
Even if you’ve never been to a horse race, you've probably seen one or two movies about them. The
race begins with the horses and jockeys behind the starting gate and they’re raring to go. All of a sudden
the gates open and the horses surge forward in a massive thundering cloud of energy. This is exactly
what is happening in mobile marketing today—someone must have just opened the gates, because
everyone is in a mad race to market on mobile!
Join us for a session where Steffan Berelowitz, CEO of BlueTrain Mobile will share ways to effectively
integrate mobile into your marketing mix and measure the results. His presentation will include tools
and tips to create mobile marketing campaigns, the advantages and disadvantages of apps vs. the
mobile web, mobile trends, case studies, and the latest best practices in mobile direct marketing. If
you're ready to dive into the race, Steffan with 5 simple and proven tips to stay head of your
competition in mobile marketing.
Steffan Berelowitz is a serial entrepreneur, Inc. 500 CEO, web consultant, and now train conductor. In
the past 19 years, Steffan founded 3 companies in online technology, all are in business today. In '93, he
co-foundedArtNet, now artnet.com. In '95, Steffan founded Bit Group, an award-winning New England
web agency. In 2010, he co-founded BlueTrain Mobile. Steffan is a frequent guest lecturer and speaker
on mobile marketing at conferences across the country.
11:30 AM – 12:30 PM Concurrent Sessions
Integrating Video Assets across the Marketing Mix
Joan Babinski, VP Marketing, Brainshark
Today, video viewing comprises more than half of all web traffic. To engage your audience in the ways
that they want to experience your message, video is an essential part of your marketing toolset. In this
session, you’ll learn:
- Styles of video and ways to turn your existing content into engaging experiences
- Ways to use video in combination with other content types
- Repurposing video throughout multiple channels
- Benchmarks and best practices to hold your audience’s attention
Joan Babinski, founder and vice president of marketing at Brainshark, is responsible for leading the
company's marketing communications and demand generation activities. As a founder, Joan was
instrumental in the launch of the company, the development of the Brainshark brand, and the
company's growth to its leading position as a provider of online and mobile video presentation
solutions. Joan is responsible for generating demand in Brainshark's key markets and customer base
through awareness and lead generation programs.
Previously, Joan was assistant vice president in commercial lending at USTrust, responsible for new
business development and relationship management, working with companies in the technology,
insurance, and service sectors. Joan earned an MBA with a concentration in marketing from Babson
College, and a BBA from the University of Massachusetts at Amherst.
Driving Higher Yield in Marketing through Scientific Experimentation
Niren Sirohi, Vice President Predictive Analytics, iKnowtion
Your customers are bombarded by hundreds and thousands of marketing stimuli on a regular basis,
from you and from competitors. Do you know what the optimal combination of stimuli are to drive
higher profits? How do you determine the best levers to pull across the various profit drivers of your
business? How do you determine which of the plethora of new marketing ideas are worth rolling out
and will open up new profit zones for your business?
The reality is that most companies are still doing traditional A/B testing which is ill-equipped to answer
these questions in an efficient manner. The answer lies in systematic scientific experimentation that
leverages the power of experimental design. Re-engineering your business processes to allow for
scientific experimentation and baking it into the culture of work at your company are key to sustained
success. Today, enabling technology to make this happen is within reach of everyone.
Join us for this talk and hear about the exponential improvement in business results achievable through
scientific experimentation and how you can implement this in your company. You will learn:
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The Science of marketing experimentation
Enabling technology solutions
Applications and case studies
How you can make it work in your company
Niren Sirohi is Vice President, Predictive Analytics at iKnowtion and oversees the company's predictive
analytics practice. For over 20 years, he’s been developing and implementing strategic analytic solutions
for global brands in financial services, retail, hospitality, and telecommunications. He earned his Ph.D. in
Management at Cornell and MBA from Bombay University.
12:30 – 1:30 PM Lunch
1:30 – 2:30 PM Concurrent Sessions
How to Avoid Marketing Technology Paralysis
Rick Burnes, Product Research Director, User Experience Team, HubSpot
Is technology empowering your marketing team -- or is it overwhelming them? This session will help you
make sure technology is an empowering force for you business.
Marketing technology holds enormous promise to attract, identify, nurture and convert the best
prospects on a modest budget -- but choosing the right technology and setting it up in your operation
becomes complicated, fast. Do you start with marketing automation? Blogging software? Social media
monitoring software? Social media publishing software? SEO software? Marketing analytics software?
And what about your CRM integration -- or something else you haven’t heard of yet? This session will
cover all those topics -- and cut through the clutter. It will help you understand the landscape of
marketing technology currently available -- and it will give you a framework for choosing the technology
investment that makes sense for your team.
Rick Burnes is product research director at HubSpot. Previously, Rick worked on HubSpot's customer
success team, building and maintain HubSpot's community of over 500,000 marketers. Rick also spent
two years on HubSpot's marketing team, building its blog and developing free marketing software
applications including www.websitegrader.com. Prior to HubSpot, Rick was co-founder of Faneuil Media,
a startup that provided inbound marketing solutions for local businesses. From 2001-2004 Rick worked
at NYTimes.com, where he managed the launch of new sections, including search and theater. He
started at The Times two months before 9/11 and spent his first year working on the Pulitzer-Prizewinning Nation Challenged section. He has also worked at Google, The Moscow Times and The New
Bedford Standard Times.
Rick is active on Twitter (www.twitter.com/rickburnes) and occasionally posts on his personal blog
(www.rickburnes.com). He resides in Boston, MA.
Connected Marketing – You Can Achieve Tangible Results in a Web 2.0 World
Michele Goetz, VP of Marketing, Trillium Software, a division of Harte-Hanks
Build a story, build a dialogue, build the relationship, build your business. With more communication
avenues available to marketers in a Web 2.0 world, how do you connect your value proposition across
direct marketing, digital marketing, social media and sales to build pipeline and close business? Michele
Goetz, VP of Product Marketing at Trillium Software, a division of Harte-Hanks, will walk you through a
methodology for Connected Marketing and demonstrate how that translated into revenue and deeper
relationships with customers and prospects for Trillium Software.
Michele Goetz is the VP of Marketing at Trillium Software, a division of Harte-Hanks, a leading provider
of solutions for data quality and data governance. She is responsible for go-to-market strategies and
marketing communications of Trillium Software's solutions to help organizations improve alignment
between their data and business. In addition, Michele helped companies such as PTC, Sun Microsystems
(Oracle), IBM, Lexis Nexis, and The Hartford to define marketing strategies, provide market intelligence,
define data management and measurement practices, and support the creation and launch of new
products to market.