Speaker Bios and Topics

MarketingTech Smart 2016 | Chicago’s Best Marketing Technology Conference

The Marketing Technology Stack: Tools That Drive Momentum and Deliver Results

Friday, October 21 | 7:30 am – 12:00 pm

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Scott Brinker

img_Scott Brinker

In the marketing world, Scott Brinker has earned wide recognition as the publisher and editor of the Chief Marketing Technologist blog, chiefmartec.com, and as program chair of the MarTech Conference series in the US and Europe. He has nearly 27,000 followers on Twitter.

Scott recently published the book, “Hacking Marketing.” He is also the co-founder of ion interactive, a provider of interactive content marketing software to many of the world’s leading brands. He has degrees in computer science from Columbia University and Harvard University and an MBA from MIT.
Twitter @chiefmartec

Topic

“Hacking Marketing: The Amazing Convergence of Marketing & Software”

Do you sometimes feel like you’re drowning in marketing software? If you could channel Dr. McCoy from Star Trek, would you find yourself blurting out in frustration, “Damn it, Jim, I’m a marketer not an IT architect!” You’re not alone. Marketing has been overrun by software, and it’s changing the dynamics of profession in ways that can seem foreign and uncomfortable.

But, as software developers might say, “This is actually a feature, not a bug.” Software gives marketers a greatly expanded creative palette to design memorable customer experience masterpieces — and the leverage to reach a much broader and more engaged audience with them.

The secret to success, however, is not in the technology itself — but rather adapting marketing management to this new software-powered environment. In this presentation, Scott will show you how to:

    • Recognize the parallels between software development and modern marketing
    • Adapt agile software development management methods to “agile marketing”
    • Tap into the creative potential of “mechanisms” — how digital touchpoints behave
    • Balance the competing management trade-offs of innovation and scalability
    • Design marketing programs, systems, and organizations to embrace change

Jack Philbin

img_Jack Philbin

Jack Philbin is one of the premier thought leaders in the mobile marketing industry. He lectures widely on mobile industry trends, strategy and best practices. For his efforts, Jack has been honored with the Mobile Marketing Association’s “Outstanding Individual Achievement” award in 2005 and was named the 2013 Mobile Evangelist of the Year by Mobile Marketer.

In addition to his role as CEO of Vibes, Jack serves as chairman of the MMA’s North America board of directors and as vice chair of the MMA’s global board of directors. He has been a member of the CTIA Wireless Innovation Council since 2006 and is a regular speaker on mobile innovation.

Jack holds a BA from Boston College and an MBA from the Kellogg School of Management. What he loves most about mobile is how fast the ecosystem changes—meaning there are always new opportunities to seize.

Twitter: @jackphilbin

Topic

“Mobile Wallet Marketing: How Retailers like Chipotle are succeeding in this emerging channel”

The launch of Apple Wallet & Android Pay forever changed the way brands, retailers, and even advertisers engage their mobile customers. These mobile wallets provide a new way for marketers to deliver content like offers, coupons and loyalty cards to a consumer base eager to receive it. Since its inception in 2014, Mobile Wallet is gaining momentum for both consumers and marketers, and is delivering real business outcomes in the form of ROI.

In this presentation, the audience will learn:

    • Retailers and brands are seeing real business outcomes in mobile marketing, to the tune of 8-figure ROI
    • Mobile Wallet is gaining momentum as a mobile marketing channel, and retailers and brands need to be there
    • Integration is a valuable component to mobile marketing, and doesn’t have to be painful or lengthy

Matt Bailey

img_Matt Bailey

Matt Bailey has taught Google employees how to use Google Analytics. He has shown Experian how to present data. And he has led workshops in digital marketing at Disney/ABC/ESPN, HP, P&G and IBM, to name a few.

A recognized digital marketing expert, Matt is an instructor for the Direct Marketing Assn., Market Motive, and the Online Marketing Certified Professional program. He is also founder and president of SiteCore, a marketing consultancy, and he has published three books.

The Direct Marketing Association said of him, “No one else has approached the plain-English demystification of building an effective online presence as cost-effectively and time-effectively as has Matt.”

Twitter: @sitelogic

Topic

“Six Steps to Marketing Automation”

This session will address the benefits and purposes of each level of automation and the required work necessary at each level. Ultimately, the goal is for marketers to realize which elements of marketing automation are manageable with current assets, and which are part of a progression path that marketers can begin to develop. Framework, systems and messaging are first priorities, because, as Matt has said, “You can’t automate what you don’t have!”

Steve Susina

img_Steve Susina

Steve Susina says he’s “an engineer by education and marketer by choice.” Drawing on both areas, he uses data and analytics to help firms generate demand, establish thought leadership and strengthen the company brand.

Steve has launched marketing automation initiatives at three different firms. As marketing director for Lyons Consulting Group, an eCommerce digital agency, he leads the company’s brand, thought leadership and demand generation efforts. He is a Marketo Certified Expert and Marketo Champion with more than seven years experience using marketing automation.

Twitter: @ssusina

Topic

“Marketing Automation in Today’s Digital Landscape”

Marketing automation platforms provide today’s marketer with an increasingly sophisticated set of capabilities that attract, engage, and retain new customers. Yet as the underlying technology becomes more powerful, understanding the capabilities of marketing automation becomes more complex. Cut through the noise and learn the basics of marketing automation and see how it can make the job of the marketer easier and more effective.

In this presentation, you will learn:

    • About marketing automation platform capabilities, including lead generation, lead scoring and lead nurturing
    • How marketers can make an informed decision and understand what they’re getting when they invest in marketing automation
    • Examples of how a marketing automation system can help today’s marketer achieve their business and marketing goals

Michelle Elster (emcee)

photo_michelle elster

Michelle Elster is a recognized authority in both quantitative and qualitative research methods. Her extensive experience in marketing, new product development, and strategic communications makes her perspective unique and sought by many companies and organizations.  

Currently president of Rabin Research, Michelle has served with distinction on various professional boards including: board member, Marketing Research Institute International; chairman emeritus, American Marketing Association Foundation; chairman, American Marketing Association, National; president, American Marketing Association, Chicago chapter; and, member, U.S. Census Bureau Scientific Advisory Council.

Michelle has a BA and an MBA from the University of Illinois, and a certificate in mobile marketing research from the University of Georgia through MRII. Michelle received her qualitative training from Sharpen the Focus.

Twitter: @RabinResearch