We’re only six weeks away from MarTech Europe in London, November 1-2, and I’m thrilled with the program — an incredible roster of speakers bringing deep insights and experience across the intersecting fields of marketing, technology, and management. I’m excited to give you a preview of what the conference will deliver, but first…
If you like what you read below and want to attend, register before 30 September in order to receive the “beta” discount rate, 15% off the regular ticket price.
Here’s what you can expect at the event:
The MarTech conference series is the largest independent series of international events focused exclusively on marketing technology. The agenda is shaped solely by what I believe are the most relevant topics, candidly presented by speakers from across field, without bias towards any one vendor.
I will kick off the program on Day 1 with a talk on the overall state of the marketing technology industry, setting the stage with the major trends we’ve seen in marketing technology innovation and adoption this year — and what we are likely to see in 2017 ahead.
Theresa Regli, principal and managing partner of Real Story Group, will address 10 key myths that marketing tech vendors spread — and offer the accompanying reality for each one. Come away with a clearer view of the marketplace and a more practical take on the opportunities in front of you.
Jeremy Waite — who has gained a unique perspective by having worked in the marketing cloud divisions of Adobe, Salesforce, and currently IBM — will discuss differences between marketing clouds and what they really mean to prospective customers. He will present original research that used machine learning to compare the main enterprise marketing clouds and provide frameworks, suggestions, and case studies to guide your own decision-making.
Steven Moody, the founding partner of Beachhead, will describe an alternative architecture to the major marketing clouds — and share lessons he has learned in applying microservice design to building a complete marketing tech stack, minus the unicorns.
Jason Heller, the global lead of digital marketing operations & technology at McKinsey & Company, will show you how to acheive personalization at scale with the integration of multiple platforms, a bespoke customer data platform, and dash of data science to power decision-making. Beyond the technology, he’ll also outline re-imagined processes, new roles and functions, and agile marketing methods that are all part of the successful formula.
To close out Day 1, I will moderate two industry panels, the first with executives from four of the major marketing clouds — Adobe, Marketo, Oracle, and Salesforce. Topics to be discussed will include:
As a follow up to my discussion with the speakers from the marketing clouds, I will then moderate a discussion with marketing tech disruptors — including Google Analytics 360 Suite and Mautic, an open source marketing automation platform. Topics will include:
With both of these panels, the audience will have an opportunity to ask their own questions as well. What would you like to ask them?
There’s theory and then there’s practice. At MarTech Europe, you will get both conceptual frameworks for maximizing your own marketing technology strategy and practical advice from practitioners who have harnessed marketing technology inside their own organizations.
You’ll learn from the first-hand experiences of:
The dynamics of marketing and marketing technology today are shaped by the broader changes that businesses are navigating in the age of continuous digital disruption. Some of the brightest advisors in the industry will share their insights for managing this whirlwind and harnessing it to your advantage.
Michael Wade, Cisco Chair in Digital Business Transformation and Professor of Innovation and Strategy at IMD — and lead author of the new book Digital Vortex: How Today’s Market Leaders Can Beat Disruptive Competitors at Their Own Game — will give a talk on Digital Disruption Deconstructed.
If 4 of today’s top 10 incumbents in every industry will be displaced by digital disruption in the next five years, how should executives react? Michael will break down how disruptors disrupt and will provide concrete recommendations on how incumbents should respond.
Shawn Kanungo, senior manager of strategy and operations at Deloitte, will present Beyond Creative Destruction: Hyper Cannibalism in a Disruptive World, explaining how companies must adopt the idea of “hyper-cannibalism” to stay ahead of digital description — launching spin-off internal units or groups that compete to quickly destroy their existing products and services. He will dive deep into hyper-cannibalism with examples, case studies, and his own experiences.
Doug Kessler, director at Velocity and one of the world’s foremost experts in content marketing, will present The Big Leap: From Data To Insight. He will describe different ways of utilising technology to collect and analyse meaningful data, ideas on how to convert data into insights that drives great creative and content, and real-world examples of data and technology that generate insights and result in breakthrough work.
Justin Dunham, director of marketing operations and digital acquisition at Urban Airship, will present why Marketing Ops is a Philosophy, Not a Department, pulling lessons from “DevOps” in the software community and applying them in the context of modern marketing teams.
Justin will introduce the idea of marketing ops as a philosophy and contrast companies that embrace these concepts vs. those who use more traditional organisational structures. He’ll also illustrate the advantages that accrue to genuine marketing ops organisations and provide suggestions on how to get started or improve your own operations.
Sophie Wooller, consultancy lead at iProspect, will give a case-driven talk on People: The Most Important Martech Integration. She will focus on the “do’s” and “don’ts” for organisations embarking on martech change management using Tourism Ireland as a case study. She will share the collaborative process that took Tourism Ireland on that journey, their recommended tech changes, and their approach to defining new roles and responsibilities to support this in the context of a broader organisational change.
Ulrike Eder, chief commercial officer at drie Secure Systems Limited — who has worked side-by-side with Agile Manifesto authors Martin Fowler and Jim Highsmith for years — will presentAgile Practices for Marketing Teams: Putting Theory into Action, sharing real-world case studies that illustrate agile marketing best practices and tools to achieve greater effectiveness and efficiencies.
Juanjo Carmena Ayuso, cloud apps lead in EMEA for Microsoft, will present Left & Right Side Of The Brain: Your Marketing Intelligence In A Digital World. Drawing on the left side/right side of the brain paradigm, he will discuss the optimal balance of human factors that result in delightful customer experiences and the data-driven engineer mindset that leverages data into a valuable asset. And most important: how to develop a reliable and constant feedback loop for the two.
MarTech Europe will be here before you know it! Register by Friday, 30 September, and pay only £1,095 for an All Access Pass — that’s £200 off on-site rates. You’ll get complete access to conference sessions, networking, hot meals, snacks, free WiFi and more. Register today!
-Scott and the MarTech Europe Conference Team
P.S. If you are on a tight budget, consider an Expo Pass that gives you access to solutions and demos from leading martech vendors. Click here see all your ticket options.
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