Clark Boyd
  VP, Strategy
  Croud

Clark Boyd, the VP of Strategy at Croud, explored the ideas of impulses, habits, and emotions together. He said that there is often too much information and not enough meaning. Brands need to be thinking about improving user engagement and moving towards meaningful content measurements. We need to think beyond immediate interactions, and instead see the big picture. Bringing different disciplines together can help help with tracking important metrics and understanding the impact of the content produced.

 
  Rachel Freeman
  Director of Integrated Marketing, Digital
  Centrify

Rachel Freeman, the Director of Integrated Marketing and Digital at Centrify, spoke about the impact of PR on SEO. In particular, she touched upon how customers make many queries before actually engaging with a brand, so having a strong brand awareness is critical. When SEO and PR work together to establish consistent communication, they can see great results.

 
 
  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.