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8:00 am
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Registration opens
Complimentary continental breakfast
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8:30 am
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Welcoming Remarks
Michol Banes, President-Elect, Madison Chapter of the American Marketing Association
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Morning Plenary Sessions
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8:45 - 9:30 am
Opening
Keynote
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 Are Your Ready for the Future of Marketing?
Phil Harrell, VP Enterprise, HubSpot
Download Phil's presentation (pdf)
Inbound marketing, drawing consumers with engaging content, is in your future. As marketers, our approach, and the skills we need, are changing.
Kicking off our conference, Phil Harrell offers us HubSpot's predictions of the change coming to marketing in the next 3 - 5 years, and offers suggestions on how to get ahead of the wave of change that is coming.
Phil is VP Enterprise at HubSpot, a fast growing integrated online marketing and analytics provider, where he is responsible for leading HubSpot's entry into the enterprise market. Prior to HubSpot, Harrell spent nearly 10 years at Akamai Technologies, where he was a key contributor to Akamai's explosive growth from its pre-IPO beginnings as an early stage start up to its current position as a leading Internet company with more than $1.2B in revenue. Harrell launched several successful initiatives for Akamai, including leading the company's entry into the online video market and expanding Akamai's second generation application acceleration business worldwide.
Harrell is a partner in Harrell Capital Partners, which provides seed capital to high tech start ups and currently serves on the board of directors of Viddler, an online video platform provider and on the board of advisers for Stand for Children, an advocacy organization committed to improving public schools for all American students.
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9:30 - 10:15 am
Featured
Presentation
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 Big Data Definition, Examples and Challenges
Ellis Booker, Community Editor, InformationWeek
Download Ellis' presentation (pdf)
Why all the sudden excitement around big data and associated analytics?
This session will unpack the topic, provide a quick primer for marketers trying to realize the promise of big data (and why it’s such a hot topic), followed by real-world case studies about marketers using data
science successfully. The presentation will conclude with a look at some deployment considerations, including a few unexpected obstacles.
Ellis Booker holds a long career in business publishing as the former editor-in-chief of BtoB magazine, senior editorial posts at InternetWeek, Mecklermedia’s Web Week and IDG’s Computerworld among others. Ellis is a technology writer, speaker and consultant in addition to his current role as a Community Editor for InformationWeek’s Big Data, Big Decisions special coverage series. He is a graduate of Oberlin College and he lives in Evanston, IL.
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10:15 - 10:30 am
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Break |
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10:30 - 11:30 am
Panel
Discussion
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Customer Engagement Strategies PanelWhat does engagement really mean and how do you create an engagement strategy that is meaningful for your customers?
Our panel of experts will discuss the major elements of customer engagement: the tools to understand customer behavior, the importance of segmentation, and best practices for building an effective communications channel strategy to achieve your goals.
Moderator:
- Karla Baranski, Associate Partner, Fountainhead Brand Consulting
Panelists (from left to right):
- Matt Inman, Director of Customer Experience, American Family Insurance
- Melissa Rick, Corporate Marketing Director, Spacesaver
- Nick Newlin, Digital Director, Shine United
 
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11:30 - 12:30 pm
Lunch
Speaker
(Lunch included)
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 Marketing the F-Word
Wayne Glowac, Vice President of Sales and Marketing, Overture Center for the Arts
Download Wayne's presentation (pdf)
Understand more about new and interesting science uncovering the influence memory and emotion can have on brand loyalty. Discover how emotion is linked to memory and brand loyalty; learn what people really buy from you and how to best integrate emotion into your message strategy.
Prior to his current role, Wayne served over 20 years as a CEO/Owner/President at full service advertising agencies. He is recognized as a marketing thought leader, teacher and author also serving as Adjunct Instructor at UW-Madison School of Business. @wayneglowac
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Afternoon Concurrent Sessions
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Go beyond the big picture and dig into these practical how-to sessions. Choose either session in each time block, to fine tune your marketing. You’ll be sure to take away ideas from these success stories and lessons learned that you will be able to put to use immediately in your business. |
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12:30 - 1:15 pm
Concurrent
Breakout
Session
Block
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 Session 1: Design Thinking and a Framework for Innovation
David Franchino, President, Design Concepts
David's presentation download is coming soon...
Today’s intensely competitive landscape has driven many firms to herald innovation as both a core corporate objective and a primary means to create a sustainable market advantage. Companies vie to convince their customers of their level of ingenuity and innovativeness while admonishing their employees and suppliers to be ever more innovative.
In spite of the intense interest in innovation, there is little agreement on what exactly constitutes innovation and how to best cultivate and manage cultures and processes that drive innovation success. This presentation will challenge the audience to think of innovation in a new way along with providing a framework for constructively evaluating your firm’s appetite for innovation risk.
Takeaways: Learn a different way of thinking about innovation and what it means for firms today. Find sources for innovation inspiration and why it makes sense to think like a designer when approaching innovation.
Dave Franchino brings nearly 25 years of product development experience as a corporate practitioner, academic and leader of a product development and strategic innovation firm. Drawing on his diverse experiences as a manager within a Fortune 50 business, a small business owner, an entrepreneur and a consultant, Dave coaches and mentors his clients on developing and sustaining innovative cultures and creating world-class design solutions with true business impact.
Franchino holds a master’s degree in mechanical engineering – manufacturing systems engineering, from Stanford University with a focus on integrated design, manufacturing and marketing. He holds a bachelor’s degree in mechanical engineering from the University of
Wisconsin-Madison.
Session 3: The 180º Effect of PurposeJim Armstrong, Founder, Good For Business
Download Jim's presentation (pdf)
Based on the realization that profit is the fuel for purpose, this session will provide the steps for unearthing, capturing and communicating the purpose of a business or organization.
Based on the realization that it’s not about establishing a business case for sustainability but, instead, establishing a sustainable case for business, this session will provide a blueprint for putting sustainability at the core of your business story.
Takeaways: Discover why Purpose matters, how to construct a Purpose-lead communications blueprint and how to measure and fortify your Purpose-led business.
Jim is Founder and Creative Director of Good for Business, a communications company dedicated to helping businesses and organizations unearth, capture and communicate their ‘cause’. Jim believes that businesses aren’t just brands to be built, but causes to be believed in™ and it is the noble cause of a business that will truly move both the hearts and minds of markets.
Good for Business, Wisconsin’s only certified B-Corp, has helped market everything from safe sex and early childhood education to power bars and wind power to stem cell research and stemming the tide of racism. He’s developed campaigns for a variety of issues ranging from
early AIDs awareness (on display in the Smithsonian), crack & drug abuse (rolled out nationally at a grassroots level), illiteracy and world hunger to domestic violence, teen pregnancy, international cooperation and funding for the arts.
Jim has created compelling socially responsible messaging in sectors including the environment, energy, education and economic development.
Jim graduated Phi Beta Kappa and has an M.A. in Poetry. He has taught creative writing and creative thinking at the University level. Prior to founding Good For Business, Jim served as Partner and Creative Director for the nation’s leading integrated brand development firm and President and Creative Director of Armstrong Creative.
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1:25 - 2:10 pm
Concurrent
Breakout
Session
Block
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Session 2: Taking Action with Customer Insights
The Key to New Business Wins & Revenue GainsTom Taber, Vice President, VOC Practice Leader, Strategex, Inc.
Download Tom's presentation (pdf)
Customer feedback is essential to grow your business profitably. Using an effective process to capture insights and take action to address the issues is a proven formula for increasing revenues and market share with your customer base.
This session will offer a “how to” for collecting meaningful customer feedback. It will share tips and tricks for uncovering true concerns and top issues needing attention. We’ll discuss the use of NPS, competitor benchmarking plus other tools used in the BtoB research process. Further, the session will explore how to convert the insights to actions; creating effective response strategies to address top customer concerns. We’ll share winning approaches and highlight the hurdles that often get in the way of acting on customer insights.
The presentation will also share success stories from several leading BtoB organizations and highlight the ROI impact from an effective insights program.
Takeaways: A “how to” for collecting customer feedback with tips and tricks for converting customer insights into actions. Learn how to overcome hurdles for not realizing results through customer survey programs.
Tom Taber is a Vice President at Strategex, a Chicago based consulting firm that specializes in BtoB customer satisfaction research. Tom has led Voice of the Customer studies for over 100 BtoB clients across four continents. He has also done extensive client engagements in VOC-related projects, including new product development, key account management and change-management initiatives. He is a frequent speaker and writer on topics related to improving customer loyalty
and satisfaction.
Prior to Strategex, Tom worked at Pactiv Corporation & Bain and Company. Tom holds an MBA from Northwestern – Kellogg School, and a BA from Tufts University. He is a US patent holder with eight awarded patents for new product innovations.
 Session 4: Integrated Customer Engagement for Improved Inbound Marketing – A Case Study
Srini Kalluri, Founder, President & Chief Customer Officer, Forte Research Systems, Inc.
Download Srini's presentation (pdf)
Learn about a case study on creating an integrated Customer Engagement team. This presentation will outline how a Madison-based software company, Forte Research Systems, implemented new content creation strategies, website SEO techniques, workflow processes, performance metrics, and other strategies as part of a new Inbound Marketing strategy for the B2B context.
Takeaways: See how a strategy oriented around providing useful resources helps win the hearts and minds of the potential customer community. Learn when the right information at the right time gains greater trust and ensures that our solution is top of mind when prospects
consider purchasing a new solution. Discover how traditional Sales and Marketing team roles were reorganized and combined into an Integrated Customer Engagement Team in order to ensure all team members were focused on the primary goals of generating more new Leads.
Srini Kalluri is the Founder, President, CEO, & Chief Customer Experience Officer of Forte Research Systems, Inc. Inspired to create a company that makes a huge difference, Srini Kalluri founded Forte Research Systems, Inc. in 2000. Today, Srini continues to drive the company's cultural and strategic direction. Overseeing customer engagement, new product strategy, business development, corporate brand identity, corporate partnerships, and general operations, Srini takes pride in the contribution that the company's products make to the discovery of new cures through the work done at sites around the world.
Prior to starting Forte, Srini acquired over 15 years of experience in the manufacturing, logistics, and healthcare industries. He has held key management positions at various organizations, including Oxford Health Plans (a $4B health insurance company), Schneider National (the
largest privately held logistics company), and Tanning Technology (a $1B professional consulting company). He helped Oxford plan and manage infrastructure as it grew from 175 employees to 4500 employees in 3 years, and enabled Schneider in starting its European operations; at Tanning he was responsible for customer retention and growing the business on the east coast. His clients included large corporations such as the GartnerGroup. He also holds a B.S. Engineering degree from Andhra University, India.
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Afternoon Plenary Session
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2:20 - 4:00 pm
Afternoon
Keynote
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 How to Surf the Wave of Organizational Change
Chris Hinrichs, Consultant, Chris Hinrichs & Associates
Download Chris' presentation (pdf)
If your organization is not consistently turning its efforts toward positive change, it is often safe to assume that your hard work is not producing desired results. A solely reactionary attitude towards change often causes employee frustration and a deteriorating morale. It is vital for any thriving
organization to understand and promote productive change or risk stressful blockades on the road to success.
In this session, you will learn to view change as an opportunity for growth by developing the ability to anticipate and predict the needs of your organization. By understanding the powerful principles of the change process and the formula that drives it you will be able to
move from reaction to anticipation. This valuable knowledge gives you and your organization a compelling competitive advantage.
Takeaways: Analyze and discuss the primary formula that drives all change; learn how to anticipate changes rather than react after the fact; understand and learn how to use the most influential tactics to overcoming most of the resistance people have to change; learn how to
move people from compliance to commitment and trust.
Since 1986, Chris has served as adjunct faculty at the University of Wisconsin-Madison, School of Business-Executive Education. He designs and delivers professional development programs in the fields of human relations, executive leadership, influence and team development. Chris is consistently ranked as one of their top presenters.
Chris is a former course designer and director of adult corporate enrichment programs for Outward Bound Schools in both the Midwest and Eastern United States. He holds a Master’s degree in adult education from the University of Wisconsin-Madison, with an emphasis in organizational behavior and counseling psychology.
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3:15 pm
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Closing remarks
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