#MMF17 Conference Speakers & Session Descriptions
Corbin Ball, CSP, CMP, DES is an internationally recognized expert on technology. His articles have appeared in hundreds of national/international publications and has been quoted in the Wall Street Journal, the New York Times, USAToday and US News & World Report among others. He was recently named as one of “The 25 Most Influential People in the Meetings Industry by Successful Meetings and MeetingNews magazines, the fifth time he has been so honored. He is a Top 30 CMP Influencer and a Meetings Trendsetter 2015. Corbin has spoken to groups in 34 countries, on five continents in a manner that is engaging, understandable and fun. He can be contacted at his extensive website: www.corbinball.com and followed on twitter.com/corbinball.
Top Technology Trends Transforming Business and Society
This keynote presentation will cover the most significant technology trends impacting business and society in general. It will finish up with the opportunity to share your views, ask questions and learn from each other about how these trends will affect us all.
- Understand the important technology trends including social media, mobile technology, proximity-based services, wearable computing, virtual reality and more.
- Gain insight on how they will dramatically change marketing and society in general in the next two to three years.
- Learn steps to prepare for these changes to be able to work more efficiently and effectively.
About Chris: Chris is a 30-year marketing veteran, with experience on both Client and Agency sides, at Leo Burnett, as Vice President of Client Services at Hiebing, Vice President of Marketing at AnchorBank and currently as Senior Vice President – Marketing for Summit Credit Union, Wisconsin’s second largest Credit Union with more than 160,000 Members and $2.7 Billion in assets. Chris’ experience in higher education includes faculty positions at the UW-Madison School of Journalism and Mass Communication and the UW-Business School’s Executive Education program and as an adjunct faculty member at Edgewood College teaching Marketing and Advertising courses. A native of Chicago, Chris holds an undergraduate degree in Marketing from DePaul University and an M.B.A. in Marketing and Finance from the Kellogg School of Management at Northwestern University. Living on the far west side of Madison with their Beagle, Chris and his wife, Meg, have two adult sons. In his free time Chris enjoys Sailing and all things aviation related.
Planning: Make sure you’re setting the right goals, objectives and strategies
A marketing strategy won’t succeed if it’s not built on a solid foundation. Chris’ presentation will force us all to take a few steps back and make sure we are setting the right goals, objectives, strategies and tactics. Are we all using these definitions correctly (surprisingly, no!)? Are we getting too tactical too early in the process (oftentimes, yes!)? And are we focusing on the few key areas of our business that will actually move the needle?
Digital Storyteller & Strategist
Josh Klemons is a Digital Storyteller and Strategist. He works with brands of all shapes and sizes on finding, honing and telling their stories online. He sits on the board of Social Media Breakfast Madison, a non-profit that brings together hundreds of professionals on a monthly basis to learn best digital practices and stay up-to-date on an industry that by its very definition is constantly changing. He is also Grow Madison’s resident Facebook expert and a member of the United Way of Dane County’s Marketing Committee. He writes, presents, teaches, trains and consults on social media, brand management, growing an audience and more. His motto is simple: You have a story… let’s tell it!
Execution: Producing great content for social media: telling your story through created and curated posts
Producing Great Content for Social Media: Telling Your Story Through Created and Curated Posts
Throughout this session, we will cover:
- The difference between created and curated content
- The importance of your elevator pitch
- Content marketing as a digital strategy
- How to find curated content and use it to tell your story
- The 80/20 rule
- Pro tips and tricks for running a better social media program
- And more!
About Susan: It can be lonely at the top, and Susan’s on a mission to change that. She’s driven to help leaders make connections, have a confidential environment to vet their experiences, and help them gain confidence in their ability to transform the businesses and people they have, into the businesses and people they want. Co-founder of ActionCOACH of Madison, and an award-winning, global top 100 coach and global trainer, Susan’s building our local team to make these coaching resources available to all Wisconsin business leaders. She brings 25 years of results in manufacturing, R&D and global management with Fiskars Brands and Kapro Tools.
Evaluation: Why you’re probably using your analytics incorrectly
Most of us were taught how to brand and position our products or services to be successful, but often that’s not what the sales team needs from marketing. Today, more often, marketers are being asked what ROI is from their marketing strategies, and how many opportunities have been generated as well. We’ll talk through how to set up campaigns to track that information, and use analytics to tweak campaigns for improved ROI – the good news, is it’s easier than you think!
- What are the analytics you should be tracking
- Marketing for lead generation vs. branding
- Understanding marketing that helps your sales force sell more effectively
Director Marketing Communications
WIDA at the University of Wisconsin
Scott Gomer is the director for marketing communications for WIDA at the University of Wisconsin. WIDA advances academic language development and academic achievement for children and youth who are culturally and linguistically diverse, English language learners. Scott leads efforts to communicate with nearly 200,000 education administrators and educators through a monthly newsletter, through the WIDA website, and through targeted messaging. He also serves on the executive committee for the annual WIDA-hosted conference and directs WIDA outreach at 10 national conferences each year. Prior to his current position, Scott was the public relations director for ACT, the college admissions test company. Scott started his career in the U.S. Air Force as a radio and television broadcaster, station manager, and media operations superintendent serving in ten locations worldwide during a period of 23 years.
Planning: Direct your message, direct your traffic through better audience segmentation
Marketing campaigns often need to send different messages to different audiences. For example, a college or university would send different messages to potential students than they would send to their parents. Technology allows for audience segmentation in many more ways than was previously available. As marketers, we need to understand the goals of marketing segmentation, the creation of distinct messages for distinct target audiences, and how to use technology to distribute messages and track the results. This presentation will look at these processes through the lens of a specific nearly-national audience comprised of administrators and educators that support PreK-12 English language learner students.
- Increased understanding of the need for audience segmentation
- Better awareness of message differentiation
- A list of technology tools that assist in the distribution of messages and tracking of messaging results.
About Stephen: Stephen Wright is an Account Executive in the Growth Business Segment at Salesforce, the 4th largest SaaS company in the world. He is responsible for partnering with businesses across Wisconsin to help them scale through the Salesforce Customer Success Platform. Prior to Salesforce, he spent time as a consultant for a Boulder based VC company engaging and working with CxO leaders to help create their social, mobile, AI and cloud digital transformations. In his previous life, Stephen was a TV development executive, most recently serving as VP of Development for Mandt Bros Productions, responsible for producing and selling reality and scripted programming globally for networks including E!, FOOD, ABC, Showtime, and FOX.
Execution: Five Must-Try Lead Nurturing Campaigns
Lead nurturing is a powerful tool. While it’s often marketed as a way to engage with non sales-ready leads during the sales process, the applications of lead nurturing actually extend through the entire length of the buyer journey, from initial brand awareness to a repeat customer. Whether you’re just getting started or are looking to get more creative with your existing campaigns, we’ve put together a list of five campaigns you absolutely should test in the coming year.
Presenting Data Your C-Suite Actually Cares About
Marketers are under more pressure than ever to quantify the ROI on their initiatives within their respective organizations. Budget, executive support, and other resources necessary for marketers to be successful are now heavily influenced by how well they can quantify the business outcomes of their activities. In this session we will take a look at some of the best ways to utilize technology to track revenue and other business outcomes back to marketing activities, strategies for presenting marketing ROI to CxO’s, and some tips on how to create consensus throughout your organization on which marketing metrics really matter.
-Understand how technology can help quantify the impact of marketing campaigns
-Strategies on how to present marketing data within the context of your corporate initiatives
-Tips on aligning strategy with tactics to demonstrate success
James leads ndp’s Marketing Analytics efforts, providing clients with clear and actionable reporting and strategic guidance based on marketing performance. He has a strong background in both digital and traditional marketing measurement, as well as extensive experience in marketing research. Over his 10-year career, James has developed reporting and marketing campaigns optimizations across a variety of industries such as healthcare, food service, CPG, and financial services.
Creating a Dashboard that Works For (Not Against) You
In this presentation James Colvin, Marketing Analytics Lead at the advertising & marketing agency ndp, will guide you through what you need to consider when making a marketing dashboard, and all the steps along the way. Topics covered include identifying the proper use cases for a dashboard as well as the charactertistics of a well-designed dashboards. The presentation will also outline the steps necessary to create a well-designed dashboard and important things to consider around maintaining a dashboard after it’s been made.
- Know the proper use cases for a dashboard
- Recognize the characteristics of a well-designed dashboard
- Be able to move through the process steps for creating a well-designed dashboard
WORKSHOP: Gather and Organize Your Data
During this workshop, you’ll learn how to more effectively and efficiently collect, gather, organize and present your more important and relevant data so that you can start to create dashboards that inform the direction of your marketing efforts. Whether you’re spending too much time sorting through metrics, or if you’re not really doing it at all, you’ll have a solid framework for understanding the impact of your efforts and where to go next.
Jim Ewel began blogging about Agile Marketing in 2011 and is now the leading blogger on the topic (www.agilemarketing.net). He also was the co-organizer of the first gathering of Agile Marketers, called SprintZero, in June of 2012, and is one of the authors of the Agile Marketing Manifesto, He is frequently asked to speak on the topic of Agile Marketing at industry conferences, and he has taught Agile Marketing at companies as diverse as T-Mobile, SpaceSaver, the Bill and Melinda Gates Foundation and Zenprise. Jim is also an accomplished CEO and marketing executive. He spent 12 years at Microsoft, where he was VP of Server Marketing, working on products such as Windows NT Server, Microsoft SQL Server, and Windows 2000. He has also run emerging and very high-growth mid-market companies such as InDemand Intrepreting, Adometry (sold to Google), and GoAhead Software (sold to Oracle).
Achieving Marketing Agility in a Digital World
How do you achieve marketing agility in a world where the demands of management, sales, technology, prospects and customers are ever increasing, and the resources needed to respond to these requests are limited? This presentation will present a new approach to managing marketing, one that takes its inspiration from Agile software development. This methodology will help you get more done, get the right things done and improve your ability to adapt to change, all without the heroic efforts of late nights and burnout from overwork.
- Basic principles of Agile Marketing
- An introduction to two of the key processes of Kanban and Scrum
- Some thoughts about change management and how to introduce Agile into your organization
Joey is a local Madison, WI, business owner with 20+ years of experience in marketing. His areas of expertise include SEO, web design, user experience, conversion and blogging.
He has worked with companies like Lands’ End, Grainger Industrial Supply, Wolters Kluwer, the Public Relations Society of America (PRSA), Demco, First Choice Dental and Widen.
Originally from New York, he now resides in west Madison with his beautiful wife, two boys and their cuddly cat. He’s a big fan of Zig Ziglar, spending time with his family, skateboarding, anything tech related, and of course — coffee!
In 1998, before Joey and his wife, Kara, had kids, he suffered from a condition called Crohn’s Disease that nearly killed him. It turned out to be one of the greatest gifts of his life because it set him on a course of discovering who he truly is.
Execution: A holistic guide to online marketing: conversion
Note: this session pairs with the Execution workshop
Each generation, has their own unique frame of reference. Can Boomers truly understand the “language” of the Xer’s? In today’s work place, we are faced with the challenge of blending multiple generations into a working unit. We will discuss different frames of reference and how this impacts on what we “hear”. Because organizational relationships and smooth operations depend a great deal on communication, any misunderstanding or misinterpretation may result in conflict, inefficiency and injured relationships.
Communication does not occur unless there is mutual understanding. When people with significantly different backgrounds and demographics communicate, it is a challenge to develop that common understanding. We will look at the barriers and the challenges presented by intergenerational communication and how different perspectives effect language, interpretation, perception and action.
- An understanding the frames of reference for each generation: Traditionalists, Baby Boomers, Gen-X and Millennials.
- Ability to employ communication strategies to integrate the generations.
- Better generational insight and opportunities to blend people of all ages in the workplace.
- A greater appreciation of the contributions of each generation.
WORKSHOP: Improving Your Website Conversion
During this workshop, you’ll learn how to apply solid conversion strategies into your website.
In fact, we’ll be working with some of the participants’ actual websites to provide learnings and solutions from real-world examples — so be sure to bring a pencil and pad to sketch things out!
Specifically, we’ll focus on:
- How to implement solid conversion into your homepage and subpages — for both desktop and mobile sites, respectively
- Defining your calls-to-action (CTAs)
- Discuss where calls-to-action lead to
- How to optimize a Contact Form and Squeeze Page for better conversion
- Gaining an understanding of the “F-zone” and how web design can influence it
- Visual selectivisim, and how it applies to web design and conversion