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Program Schedule at-a-Glance
Session details below
8:30 - 9:00 AM - Registration, Coffee, Networking/ Visit our Exhibitors:
9:00 – 9:15 AM - Welcome
9:15 - 10:15 AM - General Session
The New Multi-Screen World and Where It's Going
Mike Hawkins, Anthony Phalen, Google
10:15 - 10:30 AM - Refreshment Break
10:30 - 11:30 AM - Concurrent Sessions
You Can Measure Social Media ROI
Harry Gold, CEO, Overdrive Interactive
It’s What You Know about Who You Know: 5 Steps to Turning Big Data into Behavioral Marketing Success
Ellen Valentine, Product Strategist, Silverpop
11:40 AM - 12:40 PM - Concurrent Sessions
Content Management Gives Way to Content Marketing
Aaron Dun, Vice President of Marketing & Strategy, Percussion Software
Mobile Apps – the Future of Marketing
Dan Katcher, Founder & CEO, Rocket Farm Studios
12:40 - 1:30 PM - Lunch
1:30 - 2:30 PM - Concurrent Sessions
Using IMM to Solve the Omni-Channel Customer Experience
Steven Warren, VP Digital Messaging, Aprimo
A Marketer's Guide to Lead Nurturing
Meghan Keaney Anderson, Inbound Marketing Manager, HubSpot
2:45 - 3:45 PM - Concurrent Sessions
Mobile First: Reimagining Your Desktop, Tablet, and Smartphone Experience
Steffan Berelowitz, Conductor, Bluetrain Mobile
Aligning Customer Engagement Roadmap with Changing Behavior and Expectations
Practical Advice for Building an Ecosystem that Drives Customer Centricity and Marketing ROI
John Strabley, Quaero, a CSG Solution
PROGRAM DETAILS
Be sure to visit our exhibitors
www.kleermail.com
www.oceanosinc.com
9:00 - 10:15 AM
Welcome – General Session
The New Multi-Screen World and Where It's Going
Mike Hawkins, Anthony Phalen, Google
Not including work hours, on average we spend 4.4 hours of our leisure time in front of screens each day. The
introduction of new technological devices, each engrained into our everyday lives and routines, has drastically effected
how we as marketers engage with our customers. As an industry we are still establishing what the interaction between
these devices looks like and what the best practices are for advertising on each of them. Where are these trends going?
What does the future hold for our new multi-device-world? We already have all the knowledge in the world at the tip of
our fingers, the ability to interact with others so that geographical limitations are no longer relevant, and the capability
to alter our perceptions by adding computer generated elements to our real world reality. We will examine ways that
innovations in this space will impact the future and how can we get ahead of the adoption curve as advertisers.
About our presenters
Mike Hawkins
From Wisconsin originally, Mike moved to Boston to Attended Northeastern University before starting in the digital
marketing world at Carat. From there he moved to Media Contacts as a Search Specialist working with various auto,
electronics, and healthcare clients. Mike now works at Google as an agency development specialist, focusing on
developing agency relationships and helping to grow their accounts. Outside of his core role, Mike works on a team
dedicated to the progression of internal innovation that aims to build tools and change processes to improve the
performance of teams within Google.
Anthony Phalen
After growing up in a suburb of Boston, Anthony attended Swarthmore College outside Philadelphia. He started at
Google in San Francisco working with large Education clients aiming to improve their return on investment with
AdWords and refine their online advertising strategies. Anthony then moved back east to the Cambridge, MA office to
work with small and medium businesses using AdWords. He focuses on educating advertisers on online marketing and
helping them develop their accounts. Outside of his core role, Anthony works on a team devoted to providing more
customized solutions to advertisers based on their specific business models. He also enjoys volunteering in the Boston
area and playing basketball, hockey, and lacrosse in his spare time.
10:30 - 11:30 AM
Concurrent Sessions
You Can Measure Social Media ROI
Harry Gold, CEO of Overdrive Interactive
Today, most companies are engaged in some kind of social media marketing and while many are not spending huge
sums of money on it, most are spending a lot of time on it. So now, most are starting to ask the hard questions, “So what
is the ROI on social media?” and “How do you measure it?” The reality is much of the technology and data needed to
measure social media ROI has always been with us – it was just a matter of brining the data together in new ways.
Join Harry Gold, as he runs through social media ROI measurement technologies and tactics marketers can start using
right now. Measurements that go beyond fans and followers and report the things marketing really care about and
apply to everything they do online – namely brand engagement, traffic, leads and revenue! His session will include real
dashboards, examples and actual case studies that close the loop on social media ROI.
About our presenter
Harry J. Gold
Harry Gold is the Founder and CEO of Overdrive Interactive, an award winning digital marketing firm in Boston, that has
served top companies and organizations such as Harley-Davidson, Samsonite, GE, Dow Jones, John Hancock, AAA, EMC,
IBM and Denon. Harry’s primary mission is to create innovative online marketing programs that drive measurable
success and to share those programs with Overdrive’s clients and the world.
He is also a frequent lecturer on social 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 on Social Media for ClickZ whose email newsletters are sent out to over
100,000 subscribers.
It’s What you Know about Who You Know: 5 Steps to Turning Big Data into Behavioral Marketing Success
Ellen Valentine, Product Strategist, Silverpop
Marketers are collecting a ton of customer information, but too many aren’t using it to yield results. In addition to
missing a big opportunity, they risk being shunned by a more educated, sophisticated and demanding customer who
expects to be marketed to as an individual.
Learn 5 things you can do to deliver amazing customer experiences, including building a centralized database,
segmenting, personalizing the website experience, using dynamic content and getting personal via automation.
About our presenter:
Ellen Valentine
Ellen Valentine has more than 20 years of experience as vice president of marketing/CMO for a number of technology
companies. She has deep expertise in launching new products, evaluating product and market positions, designing goto-market strategy and managing all digital marketing initiatives. She believes that great people and effective technology
are foundations for success, but great execution is the ultimate differentiator. In her role at Silverpop, she's focused on
coaching and mentoring Silverpop clients to adapt and thrive in marketing's changing role. She's also a sought-out
speaker at industry conferences and events
11:40 AM - 12:40 PM
Concurrent Sessions
Content Management Gives Way to Content Marketing
Aaron Dun, Vice President of Marketing & Strategy, Percussion Software
For too long, “content management” was something that was driven by IT and a necessary evil for marketers. Social
media and blogs liberated Marketers to finally do what they wanted to do with their online content without getting
bogged down in byzantine processes or hard to use technology. Launch a blog, post to Slideshare, tweet, or build a
community on Facebook or LinkedIn could all be done outside of the corporate website process. This led to some of the
most amazing, market leading, examples of content marketing all being done in siloes, completely removed from the
main web marketing thrust. Now as the calendar rushes to 2013, and content marketing goes mainstream, marketing
teams are realizing that content siloes are slowing their growth, and their core web content is no longer strategic.
This presentation will examine the key drivers of the content marketing trends and the pressure this places on an
organization’s web infrastructure. You will leave with three concrete actions to get started on breaking down those
siloes and start running a truly strategic web content marketing program.
About our presenter
Aaron Dun
Aaron Dun is Vice President of Marketing & Strategy at Percussion Software. Dun has over 15 years’ experience leading
marketing teams, and connecting marketing performance to sales achievement for B2B technology companies. Aaron
holds a BA from Hamilton College and an MBA from Boston University. Follow Aaron on Twitter at @ajdun.
Mobile Apps – the Future of Marketing
Dan Katcher, Founder & CEO, Rocket Farm Studios
The use of mobile devices to get information anywhere/anytime is not a fleeting trend. The way people are using mobile
devices is also changing. Fifty-nine percent of time is spent on Internet/web-based apps, maps, games and social media
as opposed to telephone and mail - usage patterns favor apps and newer device capabilities. In fact, although there will
be 50 billion app downloads this year, it is predicted that 2014 will be marked by almost 200 billion downloaded apps.
Marketers need to evolve from traditional methods while standing out in the increased information flow resulting from
the growth of mobile devices.
About our presenter
Dan Katcher
Rocket Farm founder Dan brings start-up savvy, technical leadership to his work launching successful smartphone apps.
Most recently, at Quattro Wireless, Dan led the development of some of mobile’s largest and most popular consumer
websites, including nfl.com, cbsnews.com, adage.com, tmz.com and patriots.mobi.
Before moving into mobile, Dan was CTO of an innovative social networking site focused on group travel and of a leading
provider of integrated web and audio conferencing. Throughout his career, Dan has been on founding technology teams
for Imidio (acquired by Sitescape/Novell), Watchpoint Media (acquired by GoldPocket/Tanberg) and Viant Corporation
(IPO).
1:30 - 2:30 PM
Concurrent Sessions
Using IMM to Solve the Omni-Channel Customer Experience
Steven Warren, VP Digital Messaging, Aprimo
Omni-channel is consuming marketers today across all channels. Your customers are looking for an omni-channel
experience that delivers relevancy, transparency, and value at each transaction point with a particular brand. They
require more knowledge of the brand on a variety of different channels to create a seamless, continuing conversation.
Many marketers today struggle to deliver on these customer demands- their data is in silos and oftentimes those within
the same organization are not working with the same set of data and tools.
During this session, Aprimo’s Steven Warren, VP Digital Messaging, will discuss how an integrated marketing
management solution (IMM) is the key tool to manage, optimize and deliver an omni-channel experience. An IMM
solution that integrates marketing operations to campaign execution creates a seamless marketing experience that then
delivers a seamless customer experience.
About our presenter
Steven Warren
Steven Warren has over 20 years of sales management experience and recently joined Aprimo to work with all digital
messaging opportunities in the US, CLA, and Canada. He spent the last 8 years as an executive at Fifth Gear, a provider
of outsourced digital marketing services for E-tailers. His group managed outsourced Internet Marketing teams which
provided digital marketing services around email marketing, SEO, PPC, and other advanced technologies like site search
and remarketing strategies. Prior to Fifth Gear, Steve spent almost five years as Director of Sales for AT&T, handling
Enterprise accounts for Indiana and Southwest Ohio. Steve is based in Indianapolis.
A Marketer's Guide to Lead Nurturing
Meghan Keaney Anderson, Inbound Marketing Manager, HubSpot
Most leads are not ready to buy the moment they first convert on your site. In fact, according to Gleanster Research, as
many as 50% of the most qualified leads need more time to make their decision. Lead Nurturing is a strategy designed to
help warm up your leads over time with relevant content that reflects where they are in the decision process. It has
been shown to produce a 20% lift in sales opportunities (Source: Demandgen) This session will cover how to set up your
first lead nurturing campaign or improve on existing campaigns. We'll cover:
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Building marketing personas
Understanding the decision process
Mapping your content to the customer lifecycle
Technology needed for lead nurturing
You'll walk away from the session with worksheets to develop your own personas and map out your first campaign.
About our presenter
Meghan Keaney Anderson
Meghan Keaney Anderson is an inbound marketing manager for HubSpot specializing in product marketing. HubSpot is
an all-in-one marketing software company based in Cambridge, MA. Meghan came to HubSpot in the acquisition of
Performable in the summer of 2011. At Performable, Meghan led the marketing efforts -- working to build the
Performable brand and online presence. Prior to Performable, Meghan worked as senior director of communications at
United Way of Massachusetts Bay where she oversaw the online communications strategy. Currently, Meghan also
teaches writing for mass communication as an adjunct professor at Boston University’s College of Communication.
She holds a Bachelor of Arts degree in English from Boston College, where she graduated magna cum laude, and a
Master of Science degree in Public Relations from Boston University, where she graduated with honors and two key
writing awards. Most days, she can be found on Twitter @meghkeaney, writing for the HubSpot blog or wandering
around with a large coffee in her hand.
2:45 - 3:45 PM
Concurrent Sessions
Mobile First: Reimagining Your Desktop, Tablet, and Smartphone Experience
Steffan Berelowitz, Conductor, Bluetrain Mobile
"Mobile First" is more than just a UX design buzzword, it's an entirely new way of approaching a brand's web strategy.
Instead of starting with a desktop site and cutting away at the content until it fits on a mobile screen, Steffan Berelowitz,
Conductor & CEO of Bluetrain Mobile, will teach marketers how to begin at square one with an amazing mobile
experience and then expand to tablet and finally desktop. Learn how to prioritize your website content using Page
Description Diagramming and execute your new strategy with the technology that works best for your company.
In an increasingly mobile world, if a brand isn't thinking Mobile First, it's going to get left behind."
About our presenter
Steffan Berelowitz
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.
Aligning Customer Engagement Roadmap with Changing Behavior and Expectations
Practical Advice for Building an Ecosystem that Drives Customer Centricity and Marketing ROI
John Strabley, Quaero, a CSG Solution
By this point, most marketers know—and are frequently told—‘why’ they should invest in marketing technology and
services. For those looking to address new challenges and mounting expectations, the more pressing question is ‘how?”
Join John Strabley, Quaero, a CSG Solution, for a session designed to help marketers align their customer engagement
roadmap with changing behavior and expectations. John will discuss the key issues keeping marketers up at night, from
making sense of big data to effectively incorporating emerging channels into the mix.
This session will give marketers the keys to:
 create a data collection strategy;
 connect techniques like segmentation and predictive analytics to every-day performance; and,
 show marketers how to better manage cross-channel customer interactions.
Most importantly, John will offer practical advice for defining and building a roadmap that withstands today’s and
tomorrow’s challenges to drive customer centricity and superior business results.
About our presenter
John Strabley