Agenda

Welcome

In this eye-opening session, marketing AI practitioner and Trust Insights co-founder Christopher Penn will explore how artificial intelligence and machine learning are changing marketing. Penn will cover what AI is – and isn’t – and what problems it’s good at solving versus the problems AI solves poorly. This session will use real-life marketing applications to illustrate how AI can elevate content marketing, lead targeting, conversion analysis, and business intelligence. And Penn will share his insight on what marketers need to do to prepare for an AI future.

This session will explore the technology challenges and opportunities marketers are facing now and take a look at what’s on the horizon. Experts from leading-edge technology providers will share their insights on how marketers should be evolving their tech stacks and how specifically they’re helping brands meet key marketing objectives, such as improving customer tracking, boosting email engagement, or extracting actionable customer insights.

In every industry, marketing technology stacks are growing in size and complexity as more products are deployed and integrated, and multiple teams throughout the organization embrace marketing technology in support of digital transformation initiatives. It’s not unusual to see companies using more than 100 different marketing tools at any one time. With a need to integrate many of those tools, building and managing the marketing technology stack has become a tremendous challenge for many organizations.

Leveraging the insights gleaned from hundreds of marketing technology stacks, this session will cover the technologies that companies are currently buying, and the hot technologies that they are looking to integrate into their stack. The session will also deliver practical advice to help marketing teams:

• Establish a marketing stack framework and technology strategy
• Manage their marketing stacks for optimal impact
• Collaborate around the implementation and adoption of new technology

In a small group environment alongside industry peers, attendees will review case studies that focus on practical, real-life examples of how other brand marketers are leveraging branded content technologies. The Boardroom Case Studies at FUSE foster no-holds-barred discussions designed to let you “pull back the curtain” and see how specific technologies can augment your own branded content efforts.

A series of 20-minute meetings between marketers and technology providers, these one-on-ones allow a closer look at how leading-edge solutions may fit at your own organization. Held in a relaxed social setting, these pre-scheduled meetings enable attendees to accomplish months of intel gathering in just 2 days.

Content marketing, digital marketing, and consumer marketing have converged to transform how organizations can interact with customers. As a digital change-agent for the past 20 years, Todd Unger, CXO of the American Medical Association, will show how he is transforming AMA’s marketing, using analytics tools to generate insights, quantify content marketing ROI and boost member acquisition and retention efforts.

Not every company can afford to use enterprise-level CRMs and analytics platforms, so a big challenge for marketers is building a tech stack that meets their current needs and can be scaled up in the future, all within budget. To overcome this challenge, marketers need to make savvy tech choices – the right technology at the right time and right price. In this session, Larry Kaiser, VP of Marketing for Optimum Healthcare IT, will explore how he’s built a martech stack using some low- and no-cost solutions. Kaiser will share how his team created a website that could act as the focal point of it’s content marketing strategy, demonstrating thought leadership in the market and attracting and converting leads.

When developing a winning marketing technology strategy, it’s easy to lose sight of a major factor that will determine success — and that is the human factor. In this session, Campbell’s Director of Digital Transformation Samuel Monnie will dive into how the company’s “people capability program” is supporting its digital marketing transformation. Monnie will share the key principles behind the program, lessons learned, metrics used to track progress, successes so far, and challenges still being addressed.

In a few short years, customer data platforms (CPDs) have made a big splash on the marketing technology scene. Gartner named them one of six marketing technologies to watch in 2018 and the category is expected to reach $1 billion in revenue by 2019. Adoption is expected to grow based on marketers’ growing interest in permission-based marketing, first-party data, and providing unified cross-platform customer experiences. This session, led by Customer Data Platform Institute founder David Raab, will explore how CDPs can enable marketers to better gather and act on customer data, how CDPs fit into the martech stack, tips for sizing up potential vendors, and examples of how marketers are growing sales with CDPs.

New technology intended to solve marketers’ problems is constantly popping up. A shiny new tool that seems like a distraction one minute could become an industry game changer the next. In the FUSE Enterprise Startup Derby we’ll showcase emerging tech startups, and we’ll ask you to vote on your favorite presentation to help us crown the Startup Derby Champion.