Allen Nance
CMO
Emarsys
Allen Nance, the CMO at Emarsys, spoke about finding the right mix between computer automation and human marketing. Data is our most valuable asset, and one day machines will be able to deliver 1:1 personalized marketing. We already use machine learning regularly, and as we rethink the role of the marketer, it will become more prominent.
Cindy Phan
Sr. Manager, Digital Demand Strategy
VMware
Cindy Phan, the Senior Manager of Digital Demand Strategy at VMware, delved into the idea of managing multiple digital channels. VMware has a personalized digital framework to help them understand the audience and segment them for more effective marketing. She spoke about the importance of using 1st Party Data as a means of validating statistics on conversion and campaign performance and always outlining the goals and KPIs of campaigns before they begin.
Paul Williams
VP Director
Performics
Paul Williams, the VP Director at Performics, explored the importance of understanding intent in the cross-channel experience. He believes that intent is the single largest performance marketing variable, which shapes queries and dictates purchase paths. He also spoke about the shift away from direct response campaigns– like with television ads expecting people to call, to indirect response– when customers respond by adjusting their online searches.
Kelly Rivard
SEO Strategist
Hallmark Cards
Kelly Rivard, the SEO Strategist at Hallmark, spoke about the efforts and success that Hallmark has had in turning around their digital presence and establishing themselves online. They did this by investing in people they can trust, breaking down silos, and being willing to reassess anything.
Vicqui Chan
Demand Generation and Digital Marketing Manager
HPE
Vicqui Chan, the Demand Generation and Digital Marketing Manager at HPE, spoke about simplifying processes to see success in the digital space. People get overloaded with things, like too many tools, campaigns, and vendors. Creating clear and scalable processes can help with optimization and centralization.
Amy Shipman
Global Digital Go-to-Market Strategist
HP
Amy Shipman, the Global Digital Go-to-Market Strategist at HP, spoke about the importance of problem solving in business success. She also emphasized the importance of taking a holistic view of marketing to reach digital goals.
Dan Petty
Senior Editor
The Denver Post
Dan Petty, the Senior Editor at The Denver Post, addressed the challenges of bringing the paper into the digital age. The transition was achieved by understanding how headlines and page elements work differently online. They educated their employees about the changes and praised good results.
Michel Kant
SEO Manager
Staples Europe
Michel Kant, the SEO Manager of Staples Europe, explained his 5-point plan for in-house SEO. He believes that increasing understanding in the business, making goals tangible, and sharing success make it possible to have a leap of faith and reach your goals.
Jairus Mitchell
Program Manager - SEO
Red Hat
Jairus Mitchell, the Program Manager of SEO at Red Hat, told us about the challenges of getting SEO buy-in at an open source company. He said the best way to get people on board is to be a teacher and spokesperson and not portray optimization as magic.
Jolene Pierangeli
Associate Director, Digital Marketing
Mylan
Jolene Pierangeli, the Associate Director of Digital Marketing at Mylan, described achieving SEO success with just one person or a small team. She elaborated on the importance of helping everyone understand SEO, elevating SEO in the organization, and building dashboards to manage the data.