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Forrester's Forum For Marketing Leaders

Beyond The Campaign: Deliver Real-Time Customer Value

Thursday, April 10, 2014 - Friday, April 11, 2014San Francisco, CA

Track Description

How harnessing customer data to produce actionable customer insight in a systematic and iterative way will enable your brand to consistently deliver visible value to customer and prospects.

Track Description

How success brands design and craft brand experiences that are designed to engage and deliver compelling customers value at each stage of the customer life-cycle.

Track Description

Bringing it all together: Staying true to your brand compass across channels, life-cycle stages and when pushing for innovation and experimentation.
  • Wednesday April 09

    • 05:30 PM - 07:00 PM

      Welcome Cocktail Reception Sponsored By Acxiom

      Come join Acxiom at the View in the San Francisco Marriott Marquis on April 9, from 5:30–7:00 p.m. with complimentary cocktails and hors d'oeuvres as we kick off the 2014 Forum For Marketing Leaders!

  • Thursday April 10

    • 07:30 AM - 08:30 AM

      Registration And Refreshments
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With IBM: The Marketing Journey: Transforming For Success

      Marketing organizations must evolve to engage customers with ever increasing demands. They must become an expert on human behavior – what shapes their beliefs and actions. This requires unifying traditional, creative, analytic, digital, mobile and social marketing. In this session, IBM discusses how your marketing team can take this journey. 

    • 08:30 AM - 08:40 AM

      Beyond The Campaign: Deliver Real-Time Customer Value
    • 08:40 AM - 08:55 AM

      Customer-Obsessed Marketing: No Longer An Option

      Marketers have paid lip-service to targeting and one-to-one marketing for a long time. But consumers and business buyers have flipped the conversation from "Oh, they think they know me" to "They better know me, or I'll find someone who does." That change will challenge marketing leaders to adopt the things they only toyed and tested with before. In this kickoff to our Forum, David will:

      • Define the age of the customer and its relevance to marketers.
      • Address the imperatives that will drive marketing in this new business era.
      • Challenge you address your customer in completely new ways.
    • 08:55 AM - 09:25 AM

      The Power Of Customer Context

      What you do today isn't enough to keep customers engaged in an ongoing cycle of interactions and insights. Technology helps, but you need to do the heavy lifting in your marketing strategy. To thrive in the interaction era, you must create a contextual marketing engine. This session:

      • Reviews contextual marketing case studies from McCormick & Co., Lancôme, and Mini.
      • Recommends steps to overcome roadblocks to a contextual marketing strategy.
      • Explores contextual marketing's consequences for marketers, agencies, and vendors.
    • 09:25 AM - 09:55 AM

      Music Sells: Listen In Real Time

      The music streaming space is exploding and Pandora has nearly a decade of data on its 200 million users informing everything from its highly customized playlists to insights about its brand. In the emotive ecosystem of music, it is user engagement – thumbs up, thumbs down, and station creation (just to name a few examples) – that delivers the type of rich data that allows Pandora to deliver a better listening experience and engender loyalty amongst its user-base. In this session, you’ll find out how the leading internet radio company has built its marketing platform around customized music experiences with an unwavering focus on enrichment through data.

      • How highly personalized user experiences lead to heightened engagement.
      • Utilizing this customer engagement improves the listening experience, in real time.

    • 09:55 AM - 10:25 AM

      Premier Sponsor Keynote With Adobe: Marketing Reinvented: A Fireside Chat

      The shift to digital — and the sheer amount of change it has brought — is inevitable for marketers. That doesn’t make getting there any easier.

      Ann Lewnes, Chief Marketing Officer for Adobe, will sit down with Forrester’s David Cooperstein to share her views on how marketers must reinvent themselves to capitalize on the promise of digital marketing, including:

      • New technologies marketers are turning to, in order to deliver better results for their business.
      • How marketers and the marketing organization itself are being transformed to be “digital-ready.”
    • 10:25 AM - 11:10 AM

      Morning Networking Break In The Solutions Showcase
    • 11:10 AM - 11:40 AM

      Sony's Selling Style Revealed

      Get an inside look at how Sony Electronics changed organizational priorities and shifted their selling style to be more consumer-focused. By restructuring their CRM approach and studying how customers interact with their products, Sony found a solution – and it’s turning one purchase into a lasting relationship. Find out how to use Sony’s successful approach to engaging consumers by: 

      • Generating increased sales from their established customer base.
      • Studying customers’ shopping behavior to drive future engagements. 
      • Fearlessly making decisions and trying new approaches to strengthen customer retention.

    • 11:40 AM - 12:10 PM

      The B2B Marketing Selfie Strategy

      Selfies are a fun, fascinating example of what people (in business and in life) care about most – themselves. Like other great B2B marketing strategies, Xerox’s Get Optimistic initiative feeds that self-interest with highly relevant, customer-centric content. In this presentation, you’ll learn how to:

      • Engage buyers by talking about what they care about, which is not you!
      • Listen carefully using real-time data before generating new content.
      • Bake your message in subtly…where and when it makes sense.
    • 12:10 PM - 12:30 PM

      2014 Groundswell Awards

      Great social marketing programs go beyond engagement and drive measurable business value. Nate will honor the best B2C and B2B social programs from around the world and in the process show you how to drive greater social success.

    • 12:30 PM - 01:30 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 01:30 PM - 02:15 PM

      Track A

      Customer Intelligence

      Embedding Data Science Into The Customer Life Cycle

      The evolution of data science and advanced analytics now enables marketers to deliver contextually relevant customer experiences through every interaction. In this session, Srividya will help Customer Insights Professionals understand:

      • How data science has evolved to guide insights from every customer interaction.
      • The advanced analytics methods that reveal valuable customer insights.
      • How to apply advanced analytics to drive insight across the customer life cycle.
    • 01:30 PM - 02:15 PM

      Track B

      Customer Life Cycle

      Embrace Customer Life Cycle Marketing

      The funnel is out, and the customer life cycle is in. Companies that don’t make the switch are going to be left in the dust. Marketers who want a competitive advantage must build relationships with their customers, which means understanding all of the interactions, behaviors, and decisions that make up an increasingly complex life cycle. In this session, you will:

      • Learn why the funnel doesn’t work for the modern marketer’s objectives.
      • Get familiar with the customer life cycle as the framework for success in the age of the customer.
      • Create a business case for making the switch to the customer life cycle.
    • 01:30 PM - 02:15 PM

      Track C

      Branding And Strategy

      Marketers Must Harmonize Post-Campaign Communications

      CMOs must harmonize their marketing communications across ever-proliferating marketing channels through which they must engage their consumers. But each channel has its own nuances and organizational silos thwart connectivity. This session will show how to:

      • Ground the messaging strategy around a unifying idea.
      • Synchronize a content messaging strategy that flexes to accommodate channel demands.
      • Create a sustainable and adaptive system of strategy, governance, and execution.
    • 02:15 PM - 02:25 PM

    • 02:25 PM - 02:55 PM

      Guest Executive Forum With Tendo Communications: Leveraging The B2B Buying Signal with Informatica

      B2B marketing has become one of the most technically sophisticated practices in the industry. Today’s marketeers are faced with spot markets and social channels for creating awareness, rich content for preference, and nurturing for lead creation and deal acceleration. This presentation will focus on the systems and content strategies necessary to optimize this process.

    • 02:25 PM - 02:55 PM

      Guest Executive Forum With IBM: An Emerging Point Of View On The Future Practice Of Marketing - Moments Matter

      It's a post campaign world- providing the right offer at the right time in the right channel is not good enough. CMOs and their teams must engage and delight customers with every interaction. It's a real-time dialogue built on trust, powered by analytics and an omni-channel approach to the customer experience.  Learn about this evolution and how to close gap between your aspirations and your customer's expectations. 

    • 02:25 PM - 02:55 PM

      Guest Executive Forum With Quaero: Putting Customer Experience First In Every Customer Interaction . . . Even Collections

      As an organization, Time Warner Cable (TWC) applies tremendous focus to the customer experience (CX) far beyond marketing. It utilizes advanced analytics to predict its customers’ risk of delinquency and create treatment plans that differentially address customer segments. TWC has realized huge savings in cost and recovered revenue while preventing undesired attrition of late — but otherwise valuable — customers.

      In this session, learn how TWC:

      • Ensures that CX management is organizationally front and center.
      • Utilizes advanced analytics to segment customers for appropriate billing treatments.
    • 02:25 PM - 02:55 PM

      Guest Executive Forum With Visual IQ: Implementing Marketing Attribution At Dell: Executive, Practitioner, And Provider Perspectives

      Marketing attribution offers a way to quantify cross-channel influences and synergies, as well as identify specific changes to make to your marketing mix to dramatically increase the performance of your entire marketing ecosystem. Executive- and practitioner-level speakers from Dell, along with their attribution solution provider, Visual IQ, will discuss their marketing attribution implementation and results, including:

      • Dell’s goals.
      • The implementation process.
      • Insights and results.
      • Organizational changes.
      • Attribution’s future at Dell.
    • 02:55 PM - 03:40 PM

      Afternoon Networking Break In The Solutions Showcase Sponsored By Quaero
    • 03:40 PM - 04:25 PM

      Track A

      Customer Intelligence

      Digital Foundations For A Post-Campaign Era

      In the post-campaign world, marketers need, more than ever, a system of record to keep pace with their customers’ digital journey and to recognize, understand, and engage with them on their terms. In this session, James will discuss how thinking about their online marketing suites in the right way can equip marketers for this new world. James will cover:

      • The evolving needs of today’s digital marketer.
      • The different components of an effective online marketing suite.
      • Online marketing suite adoption strategies.
    • 03:40 PM - 04:25 PM

      Track B

      Customer Life Cycle

      Engaging Your Customers In Their Mobile Moments

      Consumers increasing reach for their mobile phones and expect instant access to relevant information and services appropriate for their context. Is your company ready to serve your customers in these mobile moments. In this session, Julie the co-author of Forrester's upcoming book, The Mobile Mind Shift will address:

      • How have the minds of your consumers shifted?
      • What does it mean to market to consumers in their mobile moment?
      • What steps should marketers take to prepare for the mobile mind shift?


    • 03:40 PM - 04:25 PM

      Track C

      Branding And Strategy

      Rethink Your B2B Marketing Strategy In The Buyer's Context

      B2B buyers are self-educating online and with peers — and they only want to talk to you when they’re ready. It’s time to remap your B2B marketing strategies, placing your customers at the center of your universe. In this session, you’ll learn how to apply Forrester’s buyer journey framework to help you respond effectively to new B2B buyer behavior. 


      • B2B buyers' behavior is changing.
      • Redesign your programs to deliver visible value.
      • Three steps to building your B2B buyer’s journey map.
      • Align the right marketing execution to the right buyer at the right time.


    • 04:25 PM - 04:35 PM

    • 04:35 PM - 05:20 PM

      Track A

      Customer Intelligence

      Turning B2B Big Data Into Actionable Customer Insight

      Empowered buyers force B2B marketing to shift focus from selling products to knowing and serving customers. In this session, Laura will explore how leading B2B CMOs move their team from data managers to custodians of customer insight by leveraging buyer journey maps throughout the complex B2B purchase process.

      • What the B2B customer journey looks like and who participates in it.
      • How B2B CMOs build engagement scenarios that anticipate and intercept the path they take.
      • What the best practices for using B2B customer data to deliver these key insights are.
    • 04:35 PM - 05:20 PM

      Track B

      Customer Life Cycle

      Boosting Customer Relationships With Content Marketing

      Businesses are finally responding to their customers’ clearly expressed desire for more useful content — to guide decisions, to understand the values that drive brands and to get more out of purchases. Ryan will share how leaders use content marketing to enhance relationships at each point of the customer life cycle, including how to:

      • Build your content marketing foundations on your brand’s values.
      • Apply content marketing using the Marketing RaDaR.
      • Use automation and analytics to increase value and momentum.
    • 04:35 PM - 05:20 PM

      Track C

      Branding And Strategy

      Marketing Innovation: A Game Changer

      Accelerating marketing innovation has never been more important to reach and engage customers in the digitally disrupted and ever-changing customer behavior world. This session will focus on how marketers are overlaying digital on customer experiences and changing their organizational culture creating new brand engagement innovations that drive business growth.

      • Learn how marketers use big goals to drive culture change that accelerates marketing innovation.
      • Learn why organizations create and invest in marketing innovation labs and how to make them successful.
      • Learn how marketers and agencies are partnering to create new marketing programs and customer experiences that accelerate brand engagement.
    • 05:20 PM - 06:50 PM

      Evening Cocktail Reception In The Solutions Showcase Sponsored By Turn
  • Friday April 11

    • 07:30 AM - 08:30 AM

      Registration And Refreshments
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With SAS: How Dell Makes The Customer Journey Worthwhile

      The customer now decides the terms of engagement with your brand, and that reality is felt most deeply in marketing. Today, integrating the customer experience is expected. Fortunately, it’s never been more achievable. With a strong foundation of customer data, marketing can craft valuable customer experiences made possible by rich insights from analytics.

      Join Drew Miller, Dell’s Marketing Analytics and Insights Executive Director, as he outlines the approach that Dell has taken to make the customer journey worthwhile. Hear him discuss:

      • How Dell’s business model and customer value proposition changed and why.
      • What the new role of analytics will look like at Dell.
      • Dell’s new go-to-market approach that focuses directly on the customer. 
    • 08:30 AM - 08:40 AM

      Beyond The Campaign: Deliver Real-Time Customer Value: Lessons Learned From Day One
    • 08:40 AM - 09:10 AM

      Marketing Your Customers Can Use

      People crave useful interactions, and they’ve grown agnostic about the source of that utility. Marketers who seize the opportunity to provide inherently useful experiences will embed their brand into customers’ daily lives. In this session, you’ll learn:

      • How to demonstrate your brand promise, rather than just talk about it.
      • How incorporating real-time data will increase the usefulness of all of your customer interactions.
      • What you must do in the short term to move your organization toward useful marketing experiences.
    • 09:10 AM - 09:40 AM

      Platinum Sponsor Keynote With Acxiom: Driving Deeper, More Meaningful Customer Engagement
    • 09:40 AM - 10:10 AM

      Solving Today's Marketing Challenges With Data
    • 10:10 AM - 10:55 AM

      Morning Networking Break In The Solutions Showcase
    • 10:55 AM - 11:40 AM

      Track A

      Customer Intelligence

      Myth Busting 101: Insights Into The B2B Buyer Journey

      The folklore of B2B marketing is loaded with fables, myths, and urban legends about today’s B2B buyer. Sure, meta trends represent dramatic changes in the averages, but it’s irresponsible to build your customer engagement strategy on aggregate trends. In this session, Lori will reveal a strategic framework you can use to drive buyer engagement, including:

      • What mix of traditional, social, and digital channels attract your target buyer.
      • How the sales/marketing handoff changes for different buyer archetypes.
      • How you can right-size your content strategy to accelerate your buyer’s journey.
    • 10:55 AM - 11:40 AM

      Track B

      Customer Life Cycle

      Mobile’s Impact On The Customer Life Cycle

      Mobile has arrived. Marketers are moving beyond “wait and see” to investment and implementation. But while many mobile strategies to date have been ruled by the app and its promise of engagement, marketers must focus on the full suite of tactics available to reach their customer across the customer life cycle. This session will discuss:

      • How mobile has changed the way that brands interact with the customer throughout their daily life.
      • How marketers take advantage of these touch points to provide value.
      • How marketers leverage mobile to reach their customer at all stages of the customer life cycle from discover to engage.
    • 10:55 AM - 11:40 AM

      Track C

      Branding And Strategy

      Drive Brand Exploration With Social Marketing

      Your buyers seek depth when they explore your offerings — and the place they most commonly turn to for detailed information on your products is your own branded website. Including social interactions and real-time content on your site can extend its value beyond the run-of-the-mill product catalog by offering dynamic content about what your brand stands for and by exposing your prospects to real — and real time — customer experiences. In this session, Kim will cover:


      • How buyers explore your brand.
      • The social depth tactics you should use — and when to use them.
      • Best practices from B2C and B2B brands.


    • 11:40 AM - 11:50 AM

    • 11:50 AM - 12:20 PM

      Guest Executive Forum With Turn: Getting Real About Programmatic: Real Insights, Real Time, Real Value

      Learn how Kraft’s marketing team leverages first-party data (CRM, campaign, and website) to build sustainable competitive advantage and drive results. By accessing real-time consumer intelligence with the support of the Turn platform and the agency Starcom, Kraft has applied these insights to its higher-level marketing strategy and continues to drive real-time customer value.

    • 11:50 AM - 12:20 PM

      Guest Executive Forum With Rise Interactive: From Mad Men To Math Men: Using Data To Make Smarter Marketing Investments

      Yesterday’s Mad Men are becoming today’s Math Men. With unprecedented access to data sets and increased revenue responsibility, marketers must adopt a data-driven approach to perfect media mix optimization and digital intelligence. Learn how to best leverage data to make more impactful marketing decisions.

      • Use data insights to ask and answer the right marketing questions.
      • Understand the keys to personalization and targeting.
      • Blend data to identify insights and outrun the competition.
    • 11:50 AM - 12:20 PM

      Guest Executive Forum With Dynamic Signal: Employee Advocates: Better Than Advertising

      How can brands maximize the business impact of their marketing to drive more awareness and revenue? Employee advocacy is proving to be more effective in achieving these goals than advertising. By hearing from our customers Intel, IBM and Hitachi Data Systems, attendees will learn about:

      • The opportunity to tap into employees, influencers, and customers as advocates.
      • How to overcome the challenges that brands face when starting an employee advocacy program.
      • The superior results that brands can achieve, including awareness, conversion, and revenue.
    • 11:50 AM - 12:20 PM

      Guest Executive Forum With Silverpop: Using Data And Behaviors To Engage Throughout The Customer Life Cycle

      Today's consumers expect interactions that are incredibly helpful, relevant, and personalized. To deliver, marketers must leverage a massive amount of customer data, including declared preferences and those inferred from behaviors. When marketers incorporate this knowledge into automated, personalized campaigns, the results are impressive.

      This session highlights the power behind behavioral marketing automation, how relevance and personalization improve the customer experience, and how marketers can thrive in today’s data-driven world.

    • 12:20 PM - 01:20 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 01:20 PM - 02:05 PM

      Track A

      Customer Intelligence

      Customer Loyalty: It’s All About What You Can Do For Your Customers

      Many companies try to back into customer loyalty by focusing entirely on rational benefits like points, offers, and discounts. Loyalty programs provide a mutually beneficial framework for collecting customer insight and rewarding customers. But customer loyalty extends beyond the rational, and in some cases beyond what a loyalty program can even offer. In this session, we will examine:

      • What “loyalty” really means.
      • How companies can leverage programs to create value.
      • How companies can make customers feel valued.
    • 01:20 PM - 02:05 PM

      Track B

      Customer Life Cycle

      Demystifying Native Advertising

      Everyone’s going native, and that’s presenting big opportunities and some challenges for publishers. Susan will tease apart the good from the not-so-good practices and offer publishers guidelines on how to make native work for them. This session includes:

      • How important transparency is.
      • How native fits in with programmatic.
      • Best practices in executing native advertising.
    • 01:20 PM - 02:05 PM

      Track C

      Branding And Strategy

      Buy TV Audiences, Not Programs

      For 50 years, advertisers have used program content and Nielsen ratings as proxies for what they really want: the individuals who are the best prospects for their brands. As viewers consume more of their TV programming via "singlecast" media such as VOD, online streaming and TV Everywhere apps, TV planning strategies will evolve from building mass reach to maximizing penetration among tightly defined target audiences. This session will address:

      • What role ads on "singlecast" video content play in the overall video advertising strategy.
      • What new planning and buying concepts should advertisers employ to optimize their spend.
      • How programmatic buying techniques evolve to meet the need of video advertising buyers and sellers.
    • 02:05 PM - 02:20 PM

    • 02:20 PM - 02:50 PM

      The Great Debate: Evaluating The Pace Of Change
    • 02:50 PM - 03:00 PM

      Day Two Closing Remarks