Agenda
The rise in new and blended responsibilities — driven by CMO priorities like brand, CX and journey orchestration — presents unique challenges for sourcing and developing talent. In this track, explore what it takes for CMOs to assemble and lead a function that attracts critical talent, improves change resilience and reduces cross-functional friction.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 11:00 AM - 11:30 AM MDT
Aprill Baughns, Sr Director Analyst, Gartner
Savvy CMOs embed capabilities internally and externally to enable business goals. Genius CMOs harness synergies between other departments and functions, improving quality, speed to market, operating costs, innovation, employee retention and CX. Take the Marketing Heroes’ journey and discover the secrets to doubling your odds of transformation success. Reinforce and expand marketing’s value through effective cross-functional collaboration.
Monday, May 22, 2023 / 11:00 AM - 11:30 AM MDT
Patryck Allen, Sr Director, Advisory, Gartner
Recent advances in expectations for flexibility at work have forced marketing leaders to reconsider how to enable their teams to work productively, without stiffling team culture, innovation, or performance. Join this session to learn what the data says drives success, learn from practical case studies, and receive specific recommendations to help you set your team up for better innovation & performance in a hybrid working environment.
Monday, May 22, 2023 / 11:00 AM - 11:30 AM MDT
Ewan McIntyre, VP Analyst, Gartner
In this session we'll give you an exclusive first view of data and insights from Gartner's 2023 CMO Spend and Strategy Survey. Our annual survey of the senior-most marketing leaders in North America and Western Europe captures the spending and capability priorities of marketing. As enterprises seeks efficient growth in the midst of ongoing uncertainty, how are CMOs reshaping their strategies?
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Lacretia Marsh, Sr Principal, Advisory, Gartner
The No. 1 skill that CMOs had the most difficulty developing across their marketing team was strategic thinking. Yet CMOs' influence level vastly increased across the organization, especially for business strategy, growth and innovation. In this session, we'll share a formula to improve your team's strategic thinking process that anyone can learn or use to train others. Close that gap!
Tuesday, May 23, 2023 / 07:30 AM - 08:30 AM MDT
Lizzy Foo Kune, VP Analyst, Gartner
Welcome to the age of disruptions, where the only long-term prediction that makes sense is there is no predictability. This exclusive invitational program shares strategies that chief marketing officers should use to outfox disruption and drive new business growth. Also, a peer leader reveals how they anticipate and handle disruptions that can completely change their enterprise and industry.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 10:30 AM - 11:00 AM MDT
Ewan McIntyre, VP Analyst, Gartner
Traditional planning isn't fit for purpose, especially amidst disruption. It's quickly outdated, reacts slowly and depends on certainty. In this session, we'll unpack Gartner's Strategy 2.0 Framework that supports an agile planning. From this session, you'll learn why the time is right to update your strategic planning approach, and how you can start to make the change.
Tuesday, May 23, 2023 / 10:30 AM - 11:15 AM MDT
Jay Wilson, VP Analyst, Gartner
Agency relationships are fraught with drama. They're the most important (and the most expensive) outsourced relationships for the CMO, but have more ups and downs than Coney Island's Cyclone roller coaster. Couple this instability with the marketer's aspirations to insource more, and it makes sense that Gartner analysts have seen a big spike in agency review inquiries. In this session, we'll diagnose agency challenges and help you mend relationships on the rocks, or make the call to cut the cord.
Tuesday, May 23, 2023 / 12:00 PM - 12:30 PM MDT
Brianna Lux, Director, Advisory, Gartner
Most leaders and managers don’t spend enough time listening and instead jump straight to giving advice. Sometimes giving advice is the right solution, but other times employees need their managers to be their coach. But coaching is often confused with providing feedback in an encouraging way. Join this session to learn the changes you can make to your interactions with your employees to empower them to grow personally and professionally.
Tuesday, May 23, 2023 / 12:00 PM - 12:30 PM MDT
Aprill Baughns, Sr Director Analyst, Gartner
86% of organizations have transformed their design within the last four years. Yet, the odds of design transformation failure are 58%, with 63% completing sooner than anticipated. By 2025, the digital transformation failure rate will be 70%. Your marketing peers are heading toward failure, but you can get it right the first time with systems thinking.
Tuesday, May 23, 2023 / 03:30 PM - 04:00 PM MDT
Benjamin Bloom, VP Analyst, Gartner
Martech stack utilization rates remain low at 42% with corresponding skills shortages. In fact, 64% of martech leaders agree that their teams lack technical skills and receive insufficient support to increase the usage of their martech stack. This session will share our key models for marketing: IT collaboration and the data that backs up what success looks like.
Tuesday, May 23, 2023 / 03:30 PM - 04:15 PM MDT
Brianna Lux, Director, Advisory, Gartner
Failure and mistakes can be a gift... if you have the presence of mind to learn from them. Join this Roundtable discussion to get vulnerable and share stories with your peers about the mistakes you (or someone you know!) have made and the amazing lessons you've learned from them. Walk away equipped to avoid mistakes others have already made and bounce back from future missteps you might make.
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 10:30 AM - 11:15 AM MDT
Jay Wilson, VP Analyst, Gartner
Join your peers in discussing successes and pitfalls in delivering more diverse and inclusive marketing and communications. From casting a TV spot to ensuring employee diversity is accurately represented in sales collateral, we'll discuss everything from getting leadership buy-in to your initiatives to auditing existing content.
Wednesday, May 24, 2023 / 12:00 PM - 12:30 PM MDT
Alexandra Earl, VP, Advisory, Gartner
Employees are reporting higher levels of change fatigue and information overload than ever before. Join this session to learn how you, as a functional leader, can improve team productivity and enable staff to aggregate and synthesize large amounts of information across channels to make high-impact decisions.
Wednesday, May 24, 2023 / 12:00 PM - 12:45 PM MDT
Brianna Lux, Director, Advisory, Gartner
Failure and mistakes can be a gift... if you have the presence of mind to learn from them. Join this Roundtable discussion to get vulnerable and share stories with your peers about the mistakes you (or someone you know!) have made and the amazing lessons you've learned from them. Walk away equipped to avoid mistakes others have already made and bounce back from future missteps you might make.
Wednesday, May 24, 2023 / 02:45 PM - 03:15 PM MDT
Iliyana Hadjistoyanova, Director, Advisory, Gartner
Jesse Humphrey, VP, Marketing, DMI
Join this conversation with Gartner's 2023 Marketing and Communications Awards Finalist Jesse Humphrey. Jesse is VP of Marketing at DMI and has been shortlisted in the Leader of the Year category. We will chat about building a brand from inside out, her human-centric approach to guiding a team and her advice on inspirational Marketing leadership.
Wednesday, May 24, 2023 / 02:45 PM - 03:15 PM MDT
Jay Wilson, VP Analyst, Gartner
For many organizations, concerted efforts to advance DEI in the summer of 2020 were sustained through 2022. However, warning signs that momentum has slowed are starting to emerge. As a CMO, you're in a unique position to use your influence to re-energize your organization's DEI efforts. In this session, we'll discuss actions you can take to keep your organization moving forward on this critical path.
Wednesday, May 24, 2023 / 02:45 PM - 03:15 PM MDT
Lizzy Foo Kune, VP Analyst, Gartner
The only long-term prediction that makes sense? There is no predictability. Not so long ago, a disruption meant the sudden emergence of a business rival that upended an industry, usually through digital innovation. Those jolts were scary, but lately, the shocks have hit even harder, altering many sectors at once; and they’ve hit bigger, surging across the whole world. CMOs tell us they’ve been unprepared for the knock-on effects of overlapping crises. Anticipating the next political shifts, social upheaval, superstorm, inflation, or invasion — and the combined cumulative effect — has been impossible.
In this session, you'll learn how to use Gartner's Futurist Mindsets to prepare to navigate the future - and maybe even engineer its chaos to your advantage.
Strategic and operational agility is imperative to deliver growth in times of volatility and change. This is more critical than ever in the current economic climate, as marketing’s role and influence are not always clear. Learn how marketing can lead from the front by demonstrating strategic and operational agility.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 11:00 AM - 11:45 AM MDT
Iliyana Hadjistoyanova, Director, Advisory, Gartner
One of the topics Gartner analysts discuss often with clients is business partnership. A few of the frequent questions we receive are, "How do I explain to business partners what we do?," "How do I push back on business partner requests?," "How do I reposition myself from an order taker to a business influencer?" Come to this session prepared with your questions and we will have a rich discussion informed by the experiences of hundreds of your peers.
Monday, May 22, 2023 / 11:00 AM - 12:30 PM MDT
Lacretia Marsh, Sr Principal, Advisory, Gartner
Utilizing Gartner's CMO's playbook to break down silos, join your peers to discuss current and emerging collaboration trends in the pursuit of quality and consistency.
Monday, May 22, 2023 / 01:45 PM - 02:05 PM MDT
Lizzy Foo Kune, VP Analyst, Gartner
It’s difficult for marketers to make choices without understanding the evolving landscape of transformational change. This Tapestry of trends story enables marketers to contribute to enterprise strategy and prepare the organization for brave new worlds. This session will allow attendees to learn and ask questions about seven key trends that weave a story about the future.
Monday, May 22, 2023 / 01:45 PM - 02:15 PM MDT
Michael McCune, VP, Advisory, Gartner
94% of marketing organizations have established or are establishing a formal pursuit of operational excellence. But not all pursuits are equally effective, and ineffective pursuits divert funds away from marketing’s remit to drive growth. With an average expenditure equal to 31% percent of the marketing budget, less may be more as marketing adjusts to self-scrutiny and continuous improvement efforts.
Monday, May 22, 2023 / 01:45 PM - 02:15 PM MDT
Chris Ross, VP Analyst, Gartner
In a VUCA world, marketing strategies must adapt, even embrace, the opportunities and challenges of such dynamic times. The ability to monitor the environment and identify areas of concern is an essential strategic capability. This session will provide an overview of what to watch for that could drive a shift in strategy, as well as the specific triggers that should initiate the recalibration of strategy.
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Chris Ross, VP Analyst, Gartner
Communicating the value and impact of marketing is a huge challenge for many CMOs. More than a measurement or reporting challenge, CMOs must inform the organization about marketing impact in a way that aligns with business priorities, integrates the appropriate level of detail and communicates the tangible value of qualitative initiatives. This session will provide a framework for crafting a compelling story of marketing impact.
Monday, May 22, 2023 / 03:30 PM - 04:15 PM MDT
Michael McCune, VP, Advisory, Gartner
By now, the majority of marketing practices have established a formal strategy and approach for driving the continuous improvement marketing operations. If these efforts bear fruit, then marketing will better align work to strategy, streamline workflows, and resolve critical capability gaps. Then what? In this session we will explore the future of the marketing operations role and function.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Jason McNellis, Sr Director Analyst, Gartner
Is marketing an expense or an investment? With macroeconomic conditions challenging most organizations, many executive teams are treating marketing more like an expense. When the CFO lunges for your marketing budget (yet again…) how will you counter? Will you submit, parry or be more aggressive and riposte?
This section discusses how marketing leaders defend their budgets and even counterattack to ask for more.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 10:30 AM - 11:00 AM MDT
Tia Smart, Principal Analyst, Gartner
Gartner's 2022 Martech survey finds that utilization of martech capabilities has fallen substantially, despite high investment. CMOs must have the right team in place to ensure their martech stack adapts well to changing customer needs and new privacy challenges. You will learn how uncertainty and skill gaps undermine long-term martech planning, and how to build a Michelin-starred martech team to achieve your goals.
Tuesday, May 23, 2023 / 10:30 AM - 11:15 AM MDT
Suzanne Schwartz, Sr Director Analyst, Gartner
Ask a Gartner Analyst any question that you have relating to the theme of multichannel/omnichannel organizational Governance. The session will provide an executive summary of Gartner’s 2023 Multichannel Marketing Survey key findings which'll help you contextualize Gartner's insights and recommendations to your own organizational needs, and explore actionable next steps/ideas with greater confidence.
Tuesday, May 23, 2023 / 10:30 AM - 12:00 PM MDT
Joseph Enever, Sr Director Analyst, Gartner
Rob Brosnan, Sr Director Analyst, Gartner
Martech strategy, selection and utilization remain a challenge for marketing leaders. Use-case development is one of the most valuable and yet underutilized planning tools for driving better scenario planning and utilization of martech. We work with hundreds of clients per year on this challenge, and in doing so have developed a robust framework that you can start using today. Attendees will discover their role and impact; learn the Gartner framework; and create their own use cases and learn from peers in the practical workshop.
Tuesday, May 23, 2023 / 12:00 PM - 12:30 PM MDT
Ant Duffin, Sr Director Analyst, Gartner
Digital commerce operations are vital to successfully executing a digital commerce strategy, but many organizations struggle to establish them. CMOs must integrate digital commerce operations to ensure their organizations can meet the rapidly evolving needs of their customers. Our expert will introduce digital commerce operations and how to integrate them as a part of broader business operations.
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Benjamin Bloom, VP Analyst, Gartner
Brands spend billions to acquire, store, govern, analyze and activate customer data. Yet immature practices, overhyped technology, increasing regulation, and low consumer trust combine to prevent your strategy from lifting your business.
This presentation will unlock: How to document and capture the costs of a first-party data strategy, and pragmatic and cost-efficient alternatives to the battle for first-party customer data.
Tuesday, May 23, 2023 / 03:30 PM - 04:00 PM MDT
Michael McCune, VP, Advisory, Gartner
CMOs rank journey orchestration as a top priority but face continued challenges in building and scaling necessary capabilities. This research showcases tactics from progressive companies that CMOs can apply regardless of business model or industry. Join your peers to learn how to effectively build and scale marketing capabilities that support complex customer journeys, including building a business case; engineering enterprisewide coordination; upskilling the marketing team’s data fluency; and orchestrating multichannel messages and content.
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 10:30 AM - 11:00 AM MDT
Nicole Greene, VP Analyst, Gartner
Generative AI is a disruptive technology that has a proven impact on content development and customer experience. Recent advancements in AI support more effective and efficient creative development across text, images, video, 3D modeling and decisioning. This session will explore Generative AI's transformative promise to help your team evolve their creative capabilities to support meaningful brand experiences.
Wednesday, May 24, 2023 / 10:30 AM - 11:15 AM MDT
Michael McCune, VP, Advisory, Gartner
By now, the majority of marketing practices have established a formal strategy and approach for driving the continuous improvement marketing operations. If these efforts bear fruit, then marketing will better align work to strategy, streamline workflows, and resolve critical capability gaps. Then what? In this session we will explore the future of the marketing operations role and function.
Wednesday, May 24, 2023 / 01:45 PM - 02:30 PM MDT
Suzanne Schwartz, Sr Director Analyst, Gartner
Ask a Gartner Analyst any question that you have relating to the theme of multichannel/omnichannel organizational Governance. The session will provide an executive summary of Gartner’s 2023 Multichannel Marketing Survey key findings which'll help you contextualize Gartner's insights and recommendations to your own organizational needs, and explore actionable next steps/ideas with greater confidence.
Wednesday, May 24, 2023 / 02:00 PM - 02:30 PM MDT
Rob Brosnan, Sr Director Analyst, Gartner
Martech scenario planning enables organizations to develop and test hypotheses of changes to tech stacks, helping marketers plan and prioritize roadmap updates. This technique helps marketing leaders bring rigor to strategic planning processes, using insights from Gartner's Marketing Communications Tech Survey to benchmark martech use against their peers.
Wednesday, May 24, 2023 / 02:00 PM - 03:30 PM MDT
Lacretia Marsh, Sr Principal, Advisory, Gartner
Utilizing Gartner's CMO's playbook to break down silos, join your peers to discuss current and emerging collaboration trends in the pursuit of quality and consistency.
Marketers use more channels than ever before to reach their customers, presenting both opportunities and challenges. Learn from insights and best practices on channel strategy, content and execution to navigate shifting audience behaviors and drive growth.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 11:00 AM - 11:45 AM MDT
Ant Duffin, Sr Director Analyst, Gartner
Social commerce is a growing priority for marketing leaders, and while it continues to evolve rapidly its effectiveness remains inconsistent. Attendees will learn about the strategic importance of social commerce and practical best practice advice to maximize return on social commerce investment.
Monday, May 22, 2023 / 11:00 AM - 12:30 PM MDT
Alex De Fursac Gash, Sr Director Analyst, Gartner
Marketing teams struggle to design differentiated digital experiences for their target audiences. Gartner’s ‘digital empowerment’ framework helps brands design impactful digital experiences, as customers reward brands that help them feel in control and confident of making the right choices for themselves. This session will help you learn content types that help customers in their purchase journey and how best to deploy them to build empowering experiences and contextualize these insights using Gartner’s Digital Empowerment Framework.
Monday, May 22, 2023 / 01:45 PM - 02:15 PM MDT
Mike Froggatt, Sr Director Analyst, Gartner
When times get tough, discretionary expenditures go on the chopping block, and advertising budgets are often first in line. Attend this session to learn tips and tactics for advertising amidst an uncertain economy, increased data limitations, and changing audience behaviors.
Monday, May 22, 2023 / 03:30 PM - 03:50 PM MDT
Tia Smart, Principal Analyst, Gartner
Businesses rely on multichannel marketing hubs to deliver strategic results from customer journeys. For many marketers, MMHs are the backbone of a martech stack, driven by acquisitions a decade ago by Salesforce, Adobe and others. This backbone, like many aging spines, aches under the strain of today's challenges. Learn how AI, data management and orchestration invigorate this critical tool.
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Nicole Greene, VP Analyst, Gartner
Jason Horowitz, Senior Vice President, U.S. Marketing and Head of Global Media and Digital, Mattel, Inc.
Advances in marketing technology and data have made the vision of personalization appear within reach, but content creation has yet to keep pace. Over 63% of digital marketers say that "delivering personalized experiences to their customer is a moderate to significant challenge." Some numerous unique strategic approaches and capabilities must come together to deliver the ultimate goal of better serving customers.
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Alex De Fursac Gash, Sr Director Analyst, Gartner
Customers expect a consistent, seamless and personalized experience regardless of where they are or what they are doing. In this session, we will unveil Gartner’s latest insights on the current state of multichannel/omnichannel marketing and explore what marketing must do differently to ensure that their multichannel efforts and investments deliver commercial performance.
Monday, May 22, 2023 / 03:30 PM - 04:15 PM MDT
Claudia Ratterman, Director Analyst, Gartner
As the social media landscape evolves, it is critical for brands to adjust their strategy to meet new demands and create meaningful connections with customers to increase conversions. In this session we will cover:
- Trends
- Strategic and tactical ways to enhance a living influencer program that delivers on business results
Monday, May 22, 2023 / 04:15 PM - 04:35 PM MDT
Alex De Fursac Gash, Sr Director Analyst, Gartner
Marketing leaders are under pressure to deliver differentiated digital experiences that can deliver improved engagement and growth. However, the world of financial services continues to be challenged by changing customer behavior and priorities, difficulties in shaping brand perception and an evolving competitor landscape. In this session, you will learn actionable insights to understand brand performance, stay ahead of key industry trends and inform strategic and tactical planning.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Matt Moorut, Director Analyst, Gartner
Gartner benchmarks the digital marketing performance of over 1,000 brands across various industries each year. In this session, we'll reveal the precious few digital "Genius" brands — those that outperform all others in their industry — highlighting the consistent strategic elements that set them apart from competitors. In doing so, we'll show you what it takes to become a digital genius.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 10:30 AM - 11:00 AM MDT
Claudia Ratterman, Director Analyst, Gartner
Shortening attention spans and generational differences in consumption on social platforms require digital marketing leaders to adjust their social content strategies regularly. In this session, we’ll address trends, benchmarking data, and case studies on:
-What social content performs best
-What types of branded content do consumers want to see
-How to best leverage paid social advertisements
Tuesday, May 23, 2023 / 10:30 AM - 12:00 PM MDT
Alex De Fursac Gash, Sr Director Analyst, Gartner
Marketing teams struggle to design differentiated digital experiences for their target audiences. Gartner’s ‘digital empowerment’ framework helps brands design impactful digital experiences, as customers reward brands that help them feel in control and confident of making the right choices for themselves. This session will help you learn content types that help customers in their purchase journey and how best to deploy them to build empowering experiences and contextualize these insights using Gartner’s Digital Empowerment Framework.
Tuesday, May 23, 2023 / 02:00 PM - 02:20 PM MDT
Kassi Socha, Director Analyst, Gartner
Learn about the critical trends and innovations in the retail sector and how these will affect retail CMOs' marketing strategies. In this session you learn about important shifts in consumer behavior and see first-hand digital marketing best practices from genius brands in the luxury, monobrand and multibrand retail industries.
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Suzanne Schwartz, Sr Director Analyst, Gartner
Digital marketing leaders continue to lean on mobile channels to stay connected with consumers. But this rapid shift has exposed the immaturity of many marketers’ mobile capabilities. This session will deliver key insights from the Mobile Marketing Maturity Progression to help clients assess their current mobile experience and how to drive value, via smartphones, to customers.
Tuesday, May 23, 2023 / 02:00 PM - 02:45 PM MDT
Matt Moorut, Director Analyst, Gartner
Please join this interactive session to share your views and learn from peers on the big issues affecting Google SEM and SEO strategy in 2023. Discussion points will include:
- The best strategy against competitor bidding on branded terms
- Where to place budget: SEO and SEM
- The evolution of the Google's SERP and what it means for brands' strategies
Tuesday, May 23, 2023 / 02:00 PM - 03:00 PM MDT
Nicole Greene, VP Analyst, Gartner
Andrew Frank, Distinguished VP Analyst, Gartner
How will AI-based content-generating tools change your enterprise, products and services? All the new options, tools and technologies have opened up the opportunities for growth, savings and risk. Ask the experts what Generative AI-based tools, such as ChatGPT, Google Bard and similar technologies, mean for your organization now and going forward, and what steps you need to take to turn their promise into reality.
Tuesday, May 23, 2023 / 03:30 PM - 04:00 PM MDT
Matt Moorut, Director Analyst, Gartner
Mail privacy protection has inflated and obscured open rate statistics for marketers and could be hiding a cataclysmic issue for email marketing — fewer emails are being read. In this session, we'll explain the trend, how marketers have responded, and how marketers *should* respond to make sure they avoid the trap of taking a path that ends in long-term underperformance from the channel.
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 10:30 AM - 11:00 AM MDT
Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner
As customer demand fluctuates, leaders aspire to deliver immediate value through personalized digital engagement but face capability gaps and resource constraints. The right approach requires generating "compounding value" that catalyzes customer productivity. In this session, you'll learn types of commercially productive and unproductive digital engagement; the use of specific channels to generate compounding customer value; and how progressive companies have tackled critical challenges.
Wednesday, May 24, 2023 / 11:00 AM - 11:45 AM MDT
Matt Moorut, Director Analyst, Gartner
Please join this interactive session to share your views and learn from peers on the big issues affecting Google SEM and SEO strategy in 2023. Discussion points will include:
- The best strategy against competitor bidding on branded terms
- Where to place budget: SEO and SEM
- The evolution of the Google's SERP and what it means for brands' strategies
Wednesday, May 24, 2023 / 12:00 PM - 12:20 PM MDT
Chris Beland, VP Analyst, Gartner
Hospitals and Health Systems leaders continue to be challenged by shifting consumer priorities, evolving competitors, and an exceedingly slow recovery from the pandemic. Digital engagement has expanded to represent the majority of touchpoints that H&HS brands have with current and prospective patients, requiring organizations to continue their evolution and adoption and utilization of digital platforms, content and utilities.
Wednesday, May 24, 2023 / 12:00 PM - 12:30 PM MDT
Rob Brosnan, Sr Director Analyst, Gartner
Journey orchestration is a critical capability for businesses but also a complex one, clouded by the number of teams, tools and techniques that can be deployed for orchestration. Marketing leaders can learn from peers already adept at journeys. Results from Gartner's Marketing Communications Tech Survey provide insights to help digital marketing leaders arrive at the frontiers of orchestration.
Wednesday, May 24, 2023 / 02:45 PM - 03:30 PM MDT
Andrew Frank, Distinguished VP Analyst, Gartner
The heyday of precise, cross-platform digital ad targeting, tracking and measurement has passed. To adapt, marketing leaders must accept that the benefits of device IDs, cookies, IP address, fingerprints and other tracking mechanisms are being eclipsed by the risks and limitations. Bring your questions about the impact of data deprecation to this session, and plan on an interactive, Q&A style discussion.
In unpredictable times, it’s critical for organizations to retain and grow their customer relationships. Marketers that leverage CX tools and best practices are better positioned than their peers to meet and exceed company and customer objectives.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 11:00 AM - 11:30 AM MDT
Leah Leachman, Director Analyst, Gartner
It's natural for organizations to look to the most mature, progressive brands to model their customer experiences after. However, that strategy often leads us to overlook the hidden CX gems that are equally valuable or even better. During this session, you'll learn about 5 CX practices from different brands that you can borrow to improve your customer experience.
Monday, May 22, 2023 / 01:45 PM - 02:15 PM MDT
Leah Leachman, Director Analyst, Gartner
Many organizations operate in siloes when it comes to customer understanding. CX, marketing, sales and other functions may use a completely different set of personas. This causes a fragmented approach to understanding customers, leading to inconsistencies in experience delivery. This session will allow attendees to learn about processes, inputs and outcomes that align the organization around a unified view of customers.
Monday, May 22, 2023 / 01:45 PM - 02:30 PM MDT
Brad Jashinsky, Director Analyst, Gartner
Marketers must continue to evolve their loyalty programs to keep up with competitor offerings and changing consumer preferences. Join this session to evolve your program, learn what best-in-class brands are doing, and discover the future of loyalty programs.
Example questions:
1. Which KPIs should I measure to know what's working with an existing loyalty program?
2. What new benefits are consumers looking for in loyalty programs?
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Don Scheibenreif, Distinguished VP Analyst, Gartner
Gartner conducted its first-ever survey of executives to learn what makes best-in-class organizations work. In this presentation, we’ll share insights on executive compensation, organization structure, collaboration and decision making that go into creating a CX capability that will help CMOs and their organizations weather the next disruption.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Matt Wakeman, Sr Director Analyst, Gartner
Abhii Parakh, Vice President, Head of Enterprise Experience Design, Prudential
Amborish Baruah, VP Head of CX Analytics & Insights Enablement, Prudential
Prudential’s CX team uncovered how CX could drive specific business goals, and integrated multiple sources of customer, value and engagement analytics to prove the ROI of CX to the business. The team is leading a comprehensive CX transformation and will share the story in this session.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 10:30 AM - 11:00 AM MDT
Chad Storlie, Sr Director Analyst, Gartner
Gartner research discovered that CMOs who focus on customer retention are 60% more likely to meet both internal goals and customer perceptions. Customer retention is an approach that works for CMOs during any macroeconomic condition. CX tools and best practices offer proven methods of customer understanding, customer measurement and customer-facing activities that aid in customer retention.
Tuesday, May 23, 2023 / 10:30 AM - 11:15 AM MDT
Andrew Frank, Distinguished VP Analyst, Gartner
We hear this a lot: how can we get more first-party data by improving our consent opt-in rates and getting users to share more about themselves? Bring your questions about what's good and bad the rapidly changing landscape of consent and preference management.
Tuesday, May 23, 2023 / 12:00 PM - 12:30 PM MDT
Brad Jashinsky, Director Analyst, Gartner
Marketers must continue to evolve their loyalty programs to keep up with changing consumer preferences and competitor offerings. Learn how best-in-class brands are using experiential rewards by linking loyalty rewards with partners and offering rewards for nontransactional behaviors. Plus, take a look into the future of loyalty programs.
Tuesday, May 23, 2023 / 12:00 PM - 12:30 PM MDT
Kassi Socha, Director Analyst, Gartner
Anna Banks, Senior Vice President, Personalization and Performance Marketing, Sephora
For years, Sephora has been trailblazing the pursuit of creating more inclusion and diversity withinand beyondthe beauty industry. Diversity, Equity & Inclusion is not merely a checklist item, but is woven into every fiber of the brand. Join us for a session with Anna Banks, SVP, Personalization and Performance Marketing at Sephora to hear:
• Why it’s important for businesses to integrate DE&I throughout their organization and the various ways Sephora is doing it
• Why showing up with an authentic voice is important to reach new audiences and grow in the future
• How the company utilized tech to expand representation in the beauty industry
Tuesday, May 23, 2023 / 03:30 PM - 03:50 PM MDT
Don Scheibenreif, Distinguished VP Analyst, Gartner
From autonomous vehicles, to factory robots to washing machines, billions of machines will have the ability to be your customers. Will you be ready?
Don Scheibenreif will talk about his upcoming Gartner book on machine customers — what they are, why they are important to your business and what you can do to prepare as marketing leaders.
Tuesday, May 23, 2023 / 03:30 PM - 04:00 PM MDT
Chad Storlie, Sr Director Analyst, Gartner
Most organizations have enormous untapped value contained in their customer feedback. Marketers can exploit their existing VoC data to improve customer experience, marketing strategy and loyalty marketing. From building more useful personas to tailoring campaigns based on customer satisfaction, marketers can lift short-term customer marketing and long-term customer relationship outcomes.
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 10:30 AM - 11:00 AM MDT
Don Scheibenreif, Distinguished VP Analyst, Gartner
"Let's do new things." "Let's do more." The customer experience (CX) is typically additive. But another path to CX improvement is via subtraction. What can you remove from your CX to make it better? What blockers prevent a better CX, and how can you eliminate those blockers? How do you utilize a "stop doing" list? This session explains how to effectively utilize subtraction to improve your CX.
Wednesday, May 24, 2023 / 12:00 PM - 12:45 PM MDT
Leah Leachman, Director Analyst, Gartner
During this session we discuss how CX journey maps should be developed, how to avoid critical missteps, and how they can be leveraged to support loyalty and retention goals.
Marketing activities are often so siloed from sales and other commercial functions that they wind up working at cross purposes and achieving growth in spite of this. In this track learn how to take charge of this collaborative initiative to have real impact on revenue.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 11:00 AM - 11:20 AM MDT
Rick LaFond, Director Analyst, Gartner
B2B marketing automation platforms are a lynchpin tool for improving pipeline creation. The continuing evolution of this market requires a deep level of customer understanding and brings advancing criteria demands to meet organization and customer needs. You'll learn:
• Mission-critical B2B marketing automation capabilities
• Details of Gartner's 2022 Magic Quadrant for B2B Marketing Automation Platforms
Monday, May 22, 2023 / 11:00 AM - 11:30 AM MDT
Jeffrey L. Cohen, Director Analyst, Gartner
CMOs and their sales counterparts already collaborate to drive revenue, but it's not working. Whether you call it functional alignment or commercial coordination, you are doing it wrong. We saw that organizations that took a collaborative approach were 20% less likely to hit their targets. Learn how to break demand generation down and rebuild it with participation from marketing and sales to impact revenue.
Monday, May 22, 2023 / 01:45 PM - 02:15 PM MDT
Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner
The traditional barriers between sales and marketing are increasingly untenable, resulting in uncoordinated strategies and investments. As B2B buyers rapidly adopt digital and omnichannel buying, Gartner data uncovers the commercial opportunity and key drivers of tighter commercial integration. This session will cover the impact of a unified commercial strategy on B2B buyer experience and deal outcomes; how CMOs must design their marketing to better align with preferred sales motions; and examples of companies that have adopted a unified commercial strategy.
Monday, May 22, 2023 / 01:45 PM - 02:30 PM MDT
Jeffrey L. Cohen, Director Analyst, Gartner
CMOs understand that marketing can and should be a strategic partner with sales. It has been shown to improve overall results. But how do you convince your sales counterparts that you can provide more than support? Bring your successes and your challenges to this open and honest roundtable session. Learn from your peers how to collaborate with sales and have a material impact on revenue.
Monday, May 22, 2023 / 03:30 PM - 04:15 PM MDT
Jeffrey L. Cohen, Director Analyst, Gartner
CMOs understand that marketing can and should be a strategic partner with sales. It has been shown to improve overall results. But how do you convince your sales counterparts that you can provide more than support? Bring your successes and your challenges to this open and honest roundtable session. Learn from your peers how to collaborate with sales and have a material impact on revenue.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Rick LaFond, Director Analyst, Gartner
The modern B2B buyer is an omnichannel buyer, who interacts with a mix of channels across their path to purchase, including digital, humans and third parties. Learn how buyers derive value from these three types of interactions, as well as how to orchestrate a high-value, omnichannel experience.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 10:30 AM - 11:00 AM MDT
Jeffrey L. Cohen, Director Analyst, Gartner
Don Cantow, Senior Vice President WW Solutions Channel, Altium LLC
The rise of virtual collaboration among B2B buying group members has added complexity to purchase processes and made it harder for commercial teams to coordinate their response to prospects. Learn how Altium drove dramatic commercial results by deploying a simple, prospect-facing tool that helped marketers, sellers and buying groups optimize interactions, track progress and build consensus.
Tuesday, May 23, 2023 / 12:00 PM - 12:20 PM MDT
Jeffrey L. Cohen, Director Analyst, Gartner
Every year we review and evaluate content marketing platforms (CMP), and the vendors tell us that there are use cases beyond content marketing. They are right. No marketing campaign occurs without content. Learn how the Magic Quadrant vendors provide complete visibility to all content and campaigns in various stages.
Tuesday, May 23, 2023 / 02:00 PM - 02:45 PM MDT
Rick LaFond, Director Analyst, Gartner
Account-based marketing (ABM) continues to gain traction in B2B, even outside the technology industry. In this session, you can learn the approaches used by your peers to achieve success. You can learn what account engagement tactics have proven successful and how to utilize technology to scale ABM deployment.
Tuesday, May 23, 2023 / 02:00 PM - 04:00 PM MDT
Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner
As customer demand fluctuates, leaders aspire to deliver immediate value through personalized digital engagement but face capability gaps and resource constraints. The right approach requires generating "compounding value" that catalyzes customer productivity. In this session, you'll learn types of commercially productive and unproductive digital engagement; the use of specific channels to generate compounding customer value; and how progressive companies have tackled critical challenges.
Tuesday, May 23, 2023 / 03:30 PM - 04:00 PM MDT
Alex De Fursac Gash, Sr Director Analyst, Gartner
With customer acquisition remaining a key strategic priority in financial services, marketing teams are under pressure to deliver differentiated experiences — the kind that can deliver growth. In this session, you will learn why marketing’s support is vital in supporting growth; best practices in designing digital content and experiences that drive customer acquisition; and real-world examples from both B2B and B2C financial services brands.
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 10:30 AM - 11:00 AM MDT
Benjamin Bloom, VP Analyst, Gartner
An explosion in sales technology could be the ticket to enable greater levels of marketing and sales collaboration using modern tools, data and processes. Yet, the embryonic state of dedicated sales technology teams threatens to undermine cross-functional collaboration in the name of growth. In this session, you'll learn: wat is a revenue technology stack and why are sales teams excited about it?; how can martech teams improve integration across revenue technologies; and a framework and examples for creating powerful revenue technology use cases.
Wednesday, May 24, 2023 / 12:00 PM - 12:30 PM MDT
Jeff Goldberg, Sr Director Analyst, Gartner
This session will dive into the best ways to leverage AI/ML with B2B lead management. Your marketing automation/account-based platform may already be equipped with workflows you can use for predictive lead scoring and serving the best content to help you scale your efforts. Learn what you need to know to get started with embedding this functionality into your existing campaigns.
Wednesday, May 24, 2023 / 12:00 PM - 12:45 PM MDT
Rick LaFond, Director Analyst, Gartner
Account-based marketing (ABM) continues to gain traction in B2B, even outside the technology industry. In this session, you can learn the approaches used by your peers to achieve success. You can learn what account engagement tactics have proven successful and how to utilize technology to scale ABM deployment.
Wednesday, May 24, 2023 / 02:45 PM - 03:30 PM MDT
Ant Duffin, Sr Director Analyst, Gartner
Collaboration is critical to delivering digital commerce results. However, what's most important when executing a cohesive digital commerce strategy is to rightsize collaboration based on the business scenario ensuring an optimal balance of collaboration intensity versus delivery speed. Attendees can ask our expert what are the best practices to establish or optimize digital commerce collaboration practices.
Amid constant change, data unlocks opportunity for communications and marketing. Great customer data management leads to success for B2B, B2C and marketers with multiple go-to-market models. In this track, learn how to step up your data game to prove and improve the value of marketing and communications.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 11:00 AM - 11:30 AM MDT
Jason McNellis, Sr Director Analyst, Gartner
Marketing organizations that make more data-driven decisions are more likely to grow. So why has the penetration of data-driven marketing decisions flatlined? Lack of trust.
Do you know how much you should trust your marketing analytics? Can you quantify it? Can you set goals against it? Attend this session to learn the questions marketing leaders need to ask to ensure high trust analytics.
Monday, May 22, 2023 / 01:45 PM - 02:30 PM MDT
Nicole Greene, VP Analyst, Gartner
Content marketing is outpacing marketers' ability to measure its effectiveness. Inundated by potential metrics — or lacking awareness of leveraging existing data — marketers fail to outline specific measurement plans that complement their content strategy. In this roundtable, we'll discuss: How do you define KPIs? How do you balance operational and performance metrics? You'll be on your way to content measurement success.
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Rachel Smith, Principal Analyst, Gartner
Why keep investing in analytics if no one leverages those expensive insights? You wouldn't! Instead, focus on enabling teams to better use data you have. In this session, you will learn why it is necessary to accept working with "less than perfect" data; how to triage components of your marketing analytics operating model; and best practices to increase data-driven decision making in your organization.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Matt Wakeman, Sr Director Analyst, Gartner
Abhii Parakh, Vice President, Head of Enterprise Experience Design, Prudential
Amborish Baruah, VP Head of CX Analytics & Insights Enablement, Prudential
Prudential’s CX team uncovered how CX could drive specific business goals, and integrated multiple sources of customer, value and engagement analytics to prove the ROI of CX to the business. The team is leading a comprehensive CX transformation and will share the story in this session.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 12:00 PM - 12:45 PM MDT
Nicole Greene, VP Analyst, Gartner
Content marketing is outpacing marketers' ability to measure its effectiveness. Inundated by potential metrics — or lacking awareness of leveraging existing data — marketers fail to outline specific measurement plans that complement their content strategy. In this roundtable, we'll discuss: How do you define KPIs? How do you balance operational and performance metrics? You'll be on your way to content measurement success.
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Iliyana Hadjistoyanova, Director, Advisory, Gartner
Christian Herold, Director, CX & Engagement, Cosnova GmbH
Join this conversation with Gartner's 2023 Marketing and Communications Awards Finalist Christian Herold. Christian is Director Consumer Experience and Engagement at Cosnova and his company has been shortlisted in the Data, Insights & Analytics category. We will chat about using data to humanize brand positioning, bringing emotion into customer experience and finding and articulating a brand’s North Star.
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Rachel Smith, Principal Analyst, Gartner
Are you investing in marketing analytics, but don't see the impact you’d hoped for? You’re not alone! CMOs view marketing analytics as a core capability gap in their organizations.
You will learn:
- The core dimensions of marketing analytics maturity
- Where mature marketing analytics teams succeed and how not to avoid the murky middle
- Is your marketing analytics too mature for your marketers?
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Joseph Enever, Sr Director Analyst, Gartner
With so many changes affecting the collection and utilization of customer data, it can be difficult to know where to start and how to plan effectively for the future. Data privacy, cookie depreciation, changing customer behaviors and marketing conditions complicate matters. This first-party data 101 session provides the key challenges related to first-party data collection and utilization; how to find and define the value for your organization; and how to approach building your strategy.
Tuesday, May 23, 2023 / 03:30 PM - 04:15 PM MDT
Rachel Smith, Principal Analyst, Gartner
Marketing analytics’ influence on marketing decisions is stagnant, influencing just over half of marketing decisions. How do you ensure the valuable insights you generate are leveraged by stakeholders? Is it a data literacy problem? Is it getting the right data to the right people at the right time? What is “the thing” holding marketing analytics influence back?
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 10:30 AM - 11:15 AM MDT
Rachel Smith, Principal Analyst, Gartner
Marketing analytics’ influence on marketing decisions is stagnant, influencing just over half of marketing decisions. How do you ensure the valuable insights you generate are leveraged by stakeholders? Is it a data literacy problem? Is it getting the right data to the right people at the right time? What is “the thing” holding marketing analytics influence back?
Wednesday, May 24, 2023 / 10:30 AM - 12:00 PM MDT
Jason McNellis, Sr Director Analyst, Gartner
You have access to a lot of metrics. You are also likely to have a big problem — hidden insights, unknown and unacted upon, hiding in your metrics' averages. In this hands-on workshop, we will use pen and paper, but the lessons you will learn are applicable to any dashboard or report. We will start simple, with only 10 data points — then bolster our approach so, it works with your real world marketing data. By the end of the workshop, you will have concrete next steps to improve your marketing dashboards.
Wednesday, May 24, 2023 / 12:00 PM - 12:30 PM MDT
Andrew Frank, Distinguished VP Analyst, Gartner
The demise of cookies and behavioral targeting is driving vendors and advertisers to take a fresh look at contextual approaches to targeting and measurement. With Google and the IAB behind it, contextual targeting is hot but its results are decidedly mixed. Here's what you need to know to craft a working strategy.
Wednesday, May 24, 2023 / 02:00 PM - 02:30 PM MDT
Matt Wakeman, Sr Director Analyst, Gartner
The siren call of the mythical Customer360 profile is only one factor that makes customer data difficult. Different priorities, terminology, and approaches also contribute to the challenge of using customer data in marketing. Attendees will reframe their wishful thinking with better questions, and beginning teams will learn quick wins, while advanced teams learn pro tips.
Driving brand commitment has never been more important. But building and activating a brand in today’s complex environment is a never ending job that demands seamless orchestration of internal and external resources. This track explores how to build a powerful strategy, navigate important issues and deliver the most effective brand experiences to your most important audiences.
Monday, May 22, 2023 / 09:30 AM - 10:15 AM MDT
Carlos Guerrero, VP, Advisory, Gartner
Lizzy Foo Kune, VP Analyst, Gartner
In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.
Monday, May 22, 2023 / 01:45 PM - 02:15 PM MDT
Dean Vitté, Director, Advisory, Gartner
Sixty-five percent of audiences say they are more willing to boycott companies that don’t participate in social good now compared to five years ago. In response, organizations are prioritizing ESG initiatives. However, this is new territory for many marketers, and a lot is at stake. Join this session to understand how organizations prioritize initiatives; help ESG stakeholders understand audience expectations; and create ESG messaging and a narrative to engage broad audiences.
Monday, May 22, 2023 / 01:45 PM - 02:30 PM MDT
Kate Muhl, VP Analyst, Gartner
Relevance is not just a matter of the right brand values. Relevance also requires an understanding of the cultural moment and current consumer priorities. In this session, we will leverage Gartner’s proprietary consumer data to provide the most up-to-the-minute answers to key questions about how current events and economic conditions are shaping the cultural context and consumer behaviors and attitudes in the U.S.
Monday, May 22, 2023 / 01:45 PM - 03:45 PM MDT
Dorian Cundick, VP, Advisory, Gartner
Carlos Guerrero, VP, Advisory, Gartner
In volatile times, brand is a critical asset to help organizations weather the storm. However, conventional activation tactics have limited impact on customer loyalty and preference. This session shares our latest brand activation insights and facilitates peer-to-peer discussion on: ways to build brand commitment, examples of best-in-class activations and gaining support for brand investment.
Monday, May 22, 2023 / 03:30 PM - 04:00 PM MDT
Andrew Frank, Distinguished VP Analyst, Gartner
AI can do some mind-blowing stuff, but how can you trust that its content and recommendations are "on brand?" This session will show how AI systems can learn both tactical and subtle aspects of brand identity and apply them to transform your marketing strategy and operations.
Monday, May 22, 2023 / 03:30 PM - 04:15 PM MDT
Patryck Allen, Sr Director, Advisory, Gartner
How often do you wonder how your peers measure and improve their reputation? While the importance of getting this right continues to escalate, most marketing leaders say that it's incredibly difficult to know what 'good' looks like.
Attend this session to engage in discussion with your peers about reputation management strategies, lessons learned, experiences with vendors, and preferred metrics.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Dorian Cundick, VP, Advisory, Gartner
Organizations face economic headwinds, industry disruption and heightened audience expectations, all challenging customer loyalty and preference. While strong brands help combat these pressures, it can be hard to meaningfully activate the brand. This session will share how to build strong brand commitment and leading examples of brand activations.
Tuesday, May 23, 2023 / 09:00 AM - 09:45 AM MDT
Haben Girma, Disability Rights Lawyer and Author,
Disabled people are the largest historically underrepresented group, numbering over one billion worldwide. Reaching a group of this scale creates value for everyone. Organizations that prioritize accessibility benefit by gaining access to a much larger audience, improving the experience for both disabled and nondisabled people, and facilitating further innovation. Join us for an engaging presentation where Haben Girma will share how she became an advocate and what we can do to make our communities more inclusive.
Tuesday, May 23, 2023 / 10:30 AM - 11:00 AM MDT
Julie Reeves, Sr Director Analyst, Gartner
Brand leaders are faced with a never-ending list of short and long-term priorities. We delve into new data from the 2023 Gartner Brand Leader Survey to demonstrate the key priorities of the most successful brand leaders. Learn not only where to focus, but also gain frameworks to become more efficient and effective in these priority areas.
Tuesday, May 23, 2023 / 12:00 PM - 12:30 PM MDT
Dean Vitté, Director, Advisory, Gartner
Lina Paerez, VP of Global Marketing, ORBCOMM
Join this session to learn from one of Gartner's 2023 Marketing and Communications Awards' finalists, Lina Paerez (Finalist for Leader of the Year) who will share more about her winning approach to ESG.
Tuesday, May 23, 2023 / 12:00 PM - 12:45 PM MDT
Julie Reeves, Sr Director Analyst, Gartner
This session will be a chance to ask questions on brand strategy, internal and external brand activation, and brand measurement. Come prepared with questions such as:
• How do I know when it is time to revise my brand strategy?
• How much latitude should I give brand partners across the organization to activate the brand?
• How should I think about the balance of brand and performance marketing?
• How often should I measure and report out on brand health?
Tuesday, May 23, 2023 / 12:00 PM - 12:45 PM MDT
Amber Boyes, Director Analyst, Gartner
Activating your brand on social media demands more than a great content and advertising strategy. It's a unique medium that requires additional brand expression considerations. Think community management, influencer and brand partnerships, and engaging in groups. Get answers to questions like, what does a modern social community management strategy look like? And why is it such an important component of brand activation?
Tuesday, May 23, 2023 / 02:00 PM - 02:30 PM MDT
Carlos Guerrero, VP, Advisory, Gartner
The current economic climate challenges brand leaders’ ability to meet their most important brand strategy goals. This session will cover what we can learn from brand leaders' key priorities; the type of brand positioning that works best in the current environment; and how leading companies use their positioning to connect with audiences and drive preference.
Tuesday, May 23, 2023 / 02:00 PM - 02:45 PM MDT
Kate Muhl, VP Analyst, Gartner
Relevance is not just a matter of the right brand values. Relevance also requires an understanding of the cultural moment and current consumer priorities. In this session, we will leverage Gartner’s proprietary consumer data to provide the most up-to-the-minute answers to key questions about how current events and economic conditions are shaping the cultural context and consumer behaviors and attitudes in the U.S.
Tuesday, May 23, 2023 / 03:30 PM - 04:00 PM MDT
Dorian Cundick, VP, Advisory, Gartner
Angela Laubmeier, Vice President and Head of Corporate Brand Strategy, Lincoln Financial Group
Angela Laubmeier, VP, Head of Corporate Brand Strategy at Lincoln Financial Group, developed "The (Un)Spoken Plan" campaign to tap into – and help resolve – common and uncomfortable barriers to financial planning. The campaign turned insights about financial conversations into compelling executions that not only drove brand value, but helped families take the next step on their financial journeys.
Tuesday, May 23, 2023 / 03:30 PM - 04:15 PM MDT
Patryck Allen, Sr Director, Advisory, Gartner
How often do you wonder how your peers measure and improve their reputation? While the importance of getting this right continues to escalate, most marketing leaders say that it's incredibly difficult to know what 'good' looks like.
Attend this session to engage in discussion with your peers about reputation management strategies, lessons learned, experiences with vendors, and preferred metrics.
Tuesday, May 23, 2023 / 03:30 PM - 04:15 PM MDT
Alexandra Earl, VP, Advisory, Gartner
Joe Garber, Chief Marketing Officer, Axiad
Jennifer Meyers, US Brand Leader, PwC
Join this session to learn from Gartner's 2023 Marketing and Communications Awards Finalists, who will share more about their winning approaches to refreshing their corporate brand.
Tuesday, May 23, 2023 / 04:45 PM - 05:30 PM MDT
J.R. Martinez, Veteran, Actor, Best-selling Author, Keynote Speaker,
True potential can only be realized by believing, trusting and not quitting. JR explores the power of goal setting, staying motivated, and developing the perseverance that will get you to your destination. Each fork in the road is a chance to make a decision that will take you either closer or further from your goal. If you choose correctly, there are endless possibilities. And, while keeping focused on your goal is a good thing, you shouldn't do it to the point of 'getting stuck.' JR shows the importance of being open minded to new opportunities and fluid enough to respond to circumstances that, while unexpected, take you further than you ever thought possible.
Wednesday, May 24, 2023 / 09:00 AM - 09:45 AM MDT
Sekou Andrews, Award-winning Poetic Voice, Entrepreneur, and Two-time National Poetry Slam Champion,
The next level is not about reaching new heights, but reaching new depths. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational marketing leader to keep reaching the proverbial “next level,” you must first transform your concept of the word “growth” in a sustainable way. This unique keynote experience will help you unlock your ability to transform failure into unending success, give voice to your value, connect more deeply with your community and purpose, and lead with inspiration. You will learn how to win by losing, how to go higher by going deeper, and how to boldly lead your industry and your organization to the perpetual next level. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.
Wednesday, May 24, 2023 / 01:45 PM - 02:30 PM MDT
Julie Reeves, Sr Director Analyst, Gartner
This session will be a chance to ask questions on brand strategy, internal and external brand activation, and brand measurement. Come prepared with questions such as:
• How do I know when it is time to revise my brand strategy?
• How much latitude should I give brand partners across the organization to activate the brand?
• How should I think about the balance of brand and performance marketing?
• How often should I measure and report out on brand health?
Wednesday, May 24, 2023 / 02:00 PM - 02:30 PM MDT
Mike Froggatt, Sr Director Analyst, Gartner
When customers can learn about and buy your brand's products across multiple channels, how do we differentiate brand and performance marketing tactics and secure budgets? Attend this session to learn digital strategies that will grow your sales opportunities, how to improve your share of the existing market and how retail media, one of the fastest growing channels available, can do both.
Wednesday, May 24, 2023 / 02:00 PM - 02:30 PM MDT
Amber Boyes, Director Analyst, Gartner
Today’s audience expectations & economic climate make it more important than ever to think strategically about which top-funnel brand activities drive the biggest payoff. In this session, we'll examine the role of social and earned media, how they fuel one another and drive long-term brand and financial impact.
Wednesday, May 24, 2023 / 02:45 PM - 03:15 PM MDT
Kate Muhl, VP Analyst, Gartner
In inflationary times most marketers focus on the impact on consumer spending. But inflation is a disruptive cultural force too. Inflation's ripple effects warp consumer aspirations, their expectations for brands and their thinking about whether and how society works. In this session, we will explore those impacts and share strategies to find the opportunities and mitigate the risks of inflation.