Interactive & Highly Collaborative Content

Download the 2019 Full Brochure

Jump to: [Monday, 7/15/19] | [Tuesday, 7/16/19] | [Wednesday, 7/17/19]


Arrive Sunday to participate in Monday’s Networking Activities.

7:00 PM

Suggested Arrival Time
Arrive Sunday to participate in Monday’s Workshop and Networking Activities.

Jump to: [Sunday, 7/14/19] | [Tuesday, 7/16/19] | [Wednesday, 7/17/19]


Bring plenty of business cards, relax, meet-and-greet during this fun-filled day devoted to making new contacts and new friends.

8:00 AM

Interactive Workshop Registration & Continental Breakfast
Exchange ideas, gain new perspectives, and power up your professional network during this workshop. Registration for a workshop may incur an additional fee. See registration page for details.

8:30 AM

Interactive Workshop Begins
Breaking Down the MarTechStack: Learn, Assess & Expand Your Marketing Technologies

Workshop Leader:
Adam Kahn, Senior Director, Marketing Operations & Demand, Frost & Sullivan

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Marketing technologies continue to grow at an unprecedented rate. With just under 7,000 marketing technology solutions, marketing organizations and teams are challenged with understanding this expanding landscape and determining the right solutions and strategies for their business. This workshop is designed to be an interactive and collaborative exchange of ideas and insights. Participants are expected to come prepared to contribute to the discussion and share lessons learned with this key rule: “What is said in the workshop, stays in the workshop.”

Key Take-Aways:

  • An in-depth review of the MarTech universe & opportunities
  • An interactive exercise on Organization/Department MarTech Assessment
  • In depth discussions organized by MarTech category, as voted on by participants
  • A guide to build an action plan to implement right away

12:00 PM

Workshop Networking Lunch
For Workshop Participants

12:30 PM

Sponsor Workshop

2:00 PM

Sponsor Registration & Orientation Reception

2:45 PM

Speaker & Thought Leader Orientation

3:30 PM

Participant Meet ‘n’ Greet
This end-user/practitioner networking activity is your opportunity to identify – right out of the gate – those peers who share challenges similar to your own. It’s a great way to find participants who have thought leadership you can benefit from and to facilitate later dialogues throughout the event.

4:30 PM

Scavenger Hunt Networking Activity
On this exciting hunt, your team will be guided throughout the most beautiful area of San Diego known as “The Jewel”. The La Jolla coastline and it’s glamorous village is the backdrop as we explore this epic seaside town while answering clues and performing tasks that includes the art and history of this extraordinary place.

7:30 PM

“Surf’s Up!” Welcome Reception & Event Kickoff
Meet your fellow peers for some cocktails, conversations and cheers to a perfect start of what is sure to be a unique event.

Jump to: [Sunday, 7/14/19] | [Monday, 7/15/19] | [Wednesday, 7/17/19]


8:00 AM

Registration, Continental Breakfast, and Exhibition

Master of Ceremonies:
Brian Fitzpatrick, Partner, Senior Vice President & General Manager Events Division, Frost & Sullivan

8:45 AM

CMO Insights: The Future of Marketing with 5G and AI

Penny Baldwin, Senior Vice President, Chief Marketing Officer, Qualcomm

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We’re on the cusp of a new technology era where 5G and AI will bring intelligent connectivity to virtually everything around us. Penny will share her unique insights on how this smart, connected future will provide marketers with exciting new ways to engage and interact with their customers. The advent of new cutting edge technologies brings with it an evolving role for the Chief Marketing Officer as growth driver, technologist, CX champion and strategist. Are you ready for the future?

Key Take-Aways:

  • Examples of extending your reach across new screens and formats with the always-connected customer
  • Insight on how new sources of data will drive next-level personalization and targeting
  • Best practices for creating richer, more immersive experiences to drive deeper audience engagement
  • Fresh perspectives on leading high-performance marketing organizations in today’s digital world

9:30 AM

Navigating Marketing Impact 2025: A Frost & Sullivan Executive MindXchange

9:45 AM

Success Story – Customer Experience as the New Competitive Advantage

Steve Riddell, Head of Customer Experience, Casper

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We all know that customer engagement/experience matters and yet much of our thinking about engagement remains elementary at best. We tend to look at it through a very “narrow lens” as someone is either engaged or they’re not. But this is a limited view that hampers our ability to manage engagement in meaningful ways. This session will look at a brief history of “customer experience” and then focus on what the enterprise can do in order to stay one step ahead of competitors and engage customers in a meaningful way.

Key Take-Aways:

  • A blueprint for how to “define” the customer experience in such a way that the organization can actually deliver it
  • Best practices that were employed at, Sprint, Casper and other companies that were used to achieve 20% year over year growth while at the same time achieving a high level of customer engagement/experience
  • Insight on why seeing customer engagement through the lens of the customer could make you the next “Casper” of your industry

10:15 AM

Networking, Refreshment, and Exhibition Break
Featured Demo Hosted By:


Customize your agenda! Stay the course with one zone or bounce around to others. All collaboration zones are Power-Point Free, participant-driven discussions featuring creative thinking and idea generation.

Zone 1. Strategic Marketing Boardroom
Zone 2. Data Centric Marketing
Zone 3. Customer Centric Marketing

10:45 AM

CONCURRENT COLLABORATION ZONES – Strategic Marketing Boardroom and Case Histories
Strategic Marketing Boardroom – Engage in high level debate and discussion around pertinent issues facing strategic markers today.
Please note: The Strategic Boardroom is reserved for senior level, seasoned practitioners and seating is limited to encourage maximum interaction.

Case Histories explore a specific use case and include informal conversations that draw upon the experience and expertise of the featured executive and participants.

Choose one of the following zones:
Zone 1. Strategic Marketing Boardroom: The Workforce of Tomorrow: Igniting Innovation While Maintaining the Human Touch

Brittany Rothnem, Assistant Vice President, Marketing, LPL Financial

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Technology tends to outpace talent and the learning curve can be steep. How can executives hire and manage employees while keeping pace with constant change and innovation? Is technology and automation always the solution to better marketing? This interactive session will cover best practices and examples for leading teams through transformation:

Key Take-Aways:

  • Examples of the traits and management styles to create a culture around innovation
  • Best practices for hiring and developing talent in an evolving marketing landscape
  • Practical insights on identifying, surfacing and overcoming bottlenecks to innovation and aligning your organization towards a common goal
Zone 2. Case History: The Power of Marketing Analytics for Growth

Tom Treanor, Global Head of Marketing, Arm Treasure Data

11:45 AM

Session to Session Travel Time

11:50 AM

Choose one of the following concurrent sessions:

INTERACTIVESolutions Wheel –
Play the “wheel” to find out which of the industry’s products and services will help you solve your challenges. It is a series of rapid fire, one-on-one meetings with leading sponsors – both intense and fulfilling.


Executive Insight – Building Winning Strategies with Market Intelligence

Arjan Singh, Lecturer, Strategy, University of California Irvine

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Market intelligence is about understanding the market environment so as to develop the most effective marketing strategies and execution tactics. It is about proactively helping marketing executives understand “where to play” and “how to win.”

A market intelligence program helps marketing departments identify market opportunities and risk by anticipating developments in the market to ensure all marketing decisions are made on valid assumptions.

Key Take-Aways:

  • An understanding of the role of market intelligence in building and executing marketing strategies
  • Best practices for providing evidence based market intelligence and market assumptions
  • Key tools for managing external risk: Market Scenarios, War Games & Early Warning Systems

12:50 PM

Food for Thought Networking Luncheon – Networking Roundtables Hosted by Industry Leaders
Practitioners and solution providers host a menu of luncheon discussions on pertinent industry issues. Dine and dish with industry experts. The list of discussion topics will be available on-site.

Hosted by:

1:55 PM

Session to Session Travel Time

2:00 PM

CONCURRENT COLLABORATION ZONES – Strategic Marketing Boardroom and ThinkTanks
Strategic Marketing Boardroom – Engage in high level debate and discussion around pertinent issues facing strategic markers today.
Please note: The Strategic Boardroom is reserved for senior level, seasoned practitioners and seating is limited to encourage maximum interaction.
ThinkTank sessions employ interactive team exercises in a “roll up your sleeves” learning environment.

Choose one of the following zones:

Zone 2. ThinkTank: Optimizing Your Organic and Paid Strategies, and the Role of Content

Niraj Swarup, Managing Director, Client Success, Position2

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Together, we will uncover today’s winning approaches to organic (SEO++) and paid advertising. For organic, as search engines adopt machine learning and artificial intelligence, it is harder to game the system using the tagging and linking strategies of the past. For paid advertising, one must plan strategies across multiple channels – search, social, display, retargeting, programmatic, and content syndication. For both organic and paid strategies, we will identify the role of content and outline optimal solutions including a new game changer – Predictive Content.

Key Take-Aways:

  • A checklist for integrated paid and organic strategies – What are some winning examples? What has not worked?
  • Insight on how to tweak your organic, paid and content strategies for a persona-based and account-based approach to marketing
  • Best practices for a data-driven approach to content creation and optimization across organic and paid channels
  • eBook – We will incorporate the groups’ findings in a handy eBook to be distributed within two weeks of the event
Zone 3. ThinkTank: Win Over Any Buyer with the Right Content at the Right Time


Sarah Din, Director, Product Marketing, SurveyMonkey

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You know your buyers are hungry for different types of content at every stage of their journey, but are you truly delivering helpful, compelling, and targeted materials that resonate from awareness to purchase and beyond? Join us for a thoughtful discussion and detailed framework that will help you develop your own customized content matrix.

Key Take-Away:

  • Template for building out your own content matrix
  • Tips and tricks for getting the breadth of content you need to target different buyer segments
  • Best practices for repurposing topics into multiple content pieces

3:30 PM

Networking, Refreshment, and Exhibition Break
Featured Demo Hosted By:

4:00 PM

Crowdsourcing Tactical Solutions to Our Most Vexing Challenges

Share your smarts! Choose between six themed brainstorming sessions and crowd source solutions to the most vexing challenges facing marketing leaders today. These are fifteen minute rapid fire sessions with three rotations. First come, first serve, so choose wisely! Each brainstorm group will build upon the other to build a list of readily operationalized ideas to these common challenges.

The FIX on Data Strategy “Analysis Paralysis”
Hosted by: Jamie Short, Vice President Marketing, Frost & Sullivan

The FIX on Driving the ABM Mindset
Hosted by: Rakhi Garg, Senior Product Manager, BD

The FIX on Global Market Expansion
Hosted By: Alex Goryachev, Senior Director, Innovation Strategy and Programs, Cisco

The FIX on Securing Your TechStack
Hosted by: Pamela Della Motta, Director of Product Marketing Technology, The New York Times

The FIX on Social Media Influencer Marketing
Hosted by: Rhonda Dirvin, Senior Director, Automotive and IoT Marketing & Ecosystems, ARM

4:45 PM

Speed Runs
Join us for a Burst of Insight on:

  • Aligning Marketing and Portfolio Prioritizations
    Carlos Abler, Jedi, Content Marketing Strategy, 3M
    Learn More
    To meet the “publish or perish” mandate of the Internetempowered customer, businesses are publishing more content than ever. However, studies show a ~70% failure to deliver results—the inability to identify content relevance is a top-cited cause. So, we don’t have a publishing problem, we have an innovation problem. We can fix that. Using value frameworks drawn from leading social innovators, turning our content from a cost centre to a profit centre, and from hyping portfolio value to delivering value with content as an extension of our portfolio.Key Take-Aways:
    • Examples of the 30 types of business value that content can drive and examine a few key business cases that are emblematic of business value
    • Insight on the concept of social innovation and entrepreneurship and a review of UN SDGs and social impact value frameworks
    • A massive impact case study on how they can work together to deliver unprecedented marketing results while saving the world at the same time
  • Consumer Experience: How to Optimize Your Conversions by Using Micro-Moments
    Juntae DeLane, Senior Digital Brand Manager, University of Southern California, Founder, Digital Branding Institute
    Learn More
    In this digital age, companies are more concerned than ever how their brand translates online. The digital world is vast and today’s customers are getting younger, more tech-savvy, and informed. Selling a product to consumers who are smarter than ever before is tough, challenging, and requires a higher level of creativity. In this session, you’ll learn tips to create better digital branding which will improve your customer acquisition.Key Take-Aways:
    • Insight on how to leverage mico-moments on social media to increase visibility
    • Examples of how the shift in consumer behavior impacts your content strategy
    • Key strategies for creating content that social media algorithms actually like
    • Best practices on how to shift from being transactional to experiential
  • A Marketing Transformation Journey – The People, Process and Timeline
    Karen Possemato, Vice President, Corporate Marketing & Communications, Illumina
    Learn More
    In this session, an overview of a biotech marketing transformation will be shared – with emphasis on the cultural, organizational and change management nuances of the journey. In addition, the top lessons will be shared.
    Key Take-Aways:
    • Insight on why the transformation was done, what it took, and key learnings along the way
    • Examples of the big shifts that were made and why this is important for B2B marketing
    • Tips on creating a marketing culture that performs

5:45 PM

Summer Party Featuring the 20th Anniversary Marketing Impact 2025 Olympics
Hors d’oeuvres, buffet dinner and just plain summer Olympics fun! Gear up for a night of summer themed Olympic games. Dinner and cocktails will be served throughout the night and our top teams will be draped in Gold, Silver & Bronze. Experience what will be the most fun you’ve ever had at an event while making lifetime connections.

Jump to: [Sunday, 7/14/19] | [Monday, 7/15/19] | [Tuesday, 7/16/19]


6:45 AM

Early Risers Run/Walk
Calling all walkers, joggers and runners! Lace up your sneakers and get your endorphins flowing with a little exercise. It’s the perfect start to a great day of content and networking!

8:00 AM

Continental Breakfast and Exhibition
Featured Demo Hosted By:

8:45 AM

ICE BREAKER & KEYNOTE – Seizing Your Future: You Too Can Be a Modern Marketer!

Jami Schwartz, Head of Marketing, Airbnb for Work

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The role of the modern marketer is ever-changing. As technology constantly evolves, and data is the new norm, modern marketers must master more channels and technologies than ever before. Jami will share her experience on how to get there and what it takes to keep up in this digitally enabled world.

Key Take-Aways:

  • Insight on why marketing is no longer a single discipline, but multifaceted
  • Best practices for aligning with other divisions to enhance the customer journey
  • An understanding of why modern marketers should embrace new tools and technologies, not run from them

9:45 AM

Executive Insight – The Artistry and Impact of Great Storytelling

Rachel McClary, Chief Marketing Officer, Arcserv

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Storytelling connects people, uniting them in a common experience, targeted at educating and inciting engagement. It’s why we retain nearly 70% of information through stories and only 10% through bare facts. Marketers are the ultimate storytellers, in need of an approach that can collect, capture and maneuver a prospect’s attention.

Key Take-Aways:

  • Insight on the three core elements of story-telling, the hero’s journey: set-up, narrative arc and resolution
  • A framework to architect, validate and execute a message
  • Examples of applied frameworks in various applications

10:15 AM

Briefing Sessions, Networking, Refreshment and Exhibition Break

11:15 AM


STRATEGIC MARKETING BOARDROOM – Engage in high level debate and discussion around pertinent issues facing strategic markers today.
Please note: The Strategic Boardroom is reserved for senior level, seasoned practitioners and seating is limited to encourage maximum interaction.

Roundtable sessions capture the power of all participants’ voices, insights and experiences via group discussion and exploration of the issue at hand.

Choose one of the following zones:

Zone 1. Strategic Marketing Boardroom: Building the Business Case for Your Strategic Marketing Plan

Magnus Felke, Senior Director Marketing, Pyxis Enterprise Solutions, BD

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Getting the organization to buy into a new marketing initiative can be challenging. This session will look at how to overcome hurdles and what approaches have led to success in different organizations and industries.

Key Take-Aways:

  • Insight on how to capture hearts and minds for a new idea – both internally and externally
  • Key elements of a compelling business case
  • Examples of how to demonstrate the value of marketing programs to non-marketers
Zone 2. Roundtable: Creative AI – Bringing Data to Your Creative Strategy

Brennan White, Co-Founder and Chief Executive Officer, Cortex

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People are inundated with content. With the average brand producing over 10,000 pieces of content a year and more entertainment than ever, the battle for customer’s mindshare has never been more fierce. So how do companies capture mindshare and market share in this environment? Join us to discover the ways brands are leveraging AI data and intelligent distribution to create and scale content they are certain to inspire their audience to action.

Key Take-Aways:

  • Best practices on how to win the battle for customer mindshare
  • Case studies on how AI is changing the way award-winning brands create content
  • Tools and techniques to identify where AI can improve your content strategy

Zone 3. Roundtable: The Inside Edge: Top 3 Things You Need to Master for Modern Marketing Success

Kellie de Leon, Vice President of Marketing & Strategy, The Mx Group

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B2B marketing is a challenging landscape. With more technology, data and theory than ever before, expectations are high. So what are top performing marketers doing to succeed? We conducted research with hundreds of B2B marketers around the globe to identify how the best of the best invest their time and what they do differently. After exploring data management and integration, the use and efficacy of martech, C-suite buy-in, alignment with sales, access to talent, and agency utilization, we found the common threads of what separates the best from the rest.

Key Take-Aways:

  • Insight on what separates top-performing and poorly performing B2B marketers
  • Six steps to become a top-performing marketer
  • Strategies for overcoming modern marketing challenges

12:45 PM

Food for Thought – Networking Luncheon – Networking Roundtables Hosted by Industry Leaders
Practitioners and solution providers host a menu of luncheon discussions on pertinent industry issues. Dine and dish with industry experts. The list of discussion topics will be available on-site.

Hosted by:

1:45 PM

Mover & Shaker Interviews – Where are Your Biggest MarTech Opportunities?

Adam Kahn, Senior Director, Marketing Operations & Demand, Frost & Sullivan

Panelists Include:
Avnita Gulati, Senior Director, Global Marketing Operations, Visa
Liz Cope, Center of Excellence Leader and Director, Marketing Technology and Operations, Ingersoll Rand
Pamela Della Motta, Director of Product Marketing Platforms, The New York Times
Alex Rudyak, Director of Demand Generation, Nexmo, Vonage
Dr. Soma Somasundaram, University of San Diego, School of Business, Associate Professor of Marketing

Learn More
Through a series of candid discussions, leading MarTech experts share insight into the breakthrough technologies and discoveries they have on their radars and in their own stacks.

From AI and Analytics, through Blockchain, to AR and VR and more, this esteemed group will reveal the strategic value they find in investing in these technologies.

Key Take-Aways:

  • Thought leadership on current technologies and the benefits for marketing
  • Insight into investing for innovation advantage and operational growth
  • What’s next for 2025? Technologies in their infancy

2:45 PM

Capstone – Marketing: Perpetual Cycle of Disruption

Alex Goryachev, Senior Director, Innovation Strategy and Programs, Cisco

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Everyone knows that digital marketing is disrupting the world – from elections to consumer preferences. Ironically, in today’s disruptive digital age, marketers must also constantly disrupt themselves to keep up with the rapid pace of technological, regulatory and cultural change. They must act more like entrepreneurs in a startup, embracing attitudes of innovation to quickly and creatively pivot and capitalize on the new vagaries of their customers.

Key Take-Aways:

  • Insight on why marketers can no longer rely on traditional practices amid the relentless disruptions of today’s digital economy
  • Examples of new principles of startup-like innovation marketers can adapt to make sure their brands survive and thrive
  • Best practices for leveraging team diversity and mobilize organizations of any size from the top-down to support the marketing agenda

3:25 PM

Insights and Ideas Roundup – Implementing the Best, Brightest, and Boldest Ideas from the Program

Adam Kahn, Senior Director, Marketing Operations & Demand, Frost & Sullivan

Panelists Include:
Carlos Abler, Jedi, Content Marketing Strategy, 3M
Magnus Felke, Senior Director Marketing, Pyxis Enterprise Solutions, BD
David Price, Senior Global Marketing Manager, Hydraforce

Participants at the Marketing Impact 2025: A Frost & Sullivan Executive MindXchange come away with a wealth of key learnings and it can be a challenge to take it all in. During this interactive session, members of the Marketing Impact 2025 community will highlight the most important themes, key take-aways and lessons learned they can be readily operationalised once you are back in the office.

4:00 PM

Content for the Marketing Impact 2025: A Frost & Sullivan Executive MindXchange Concludes

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