SilverLine Conference Center at 7900 Westpark Drive
Tysons Corner, VA
Marketing Tech MagnifiedTM is a DC-area conference where tech-savvy marketers come together to learn about key trends, new technologies, and industry benchmarks. Organized by the region’s leading marketing technology community DC Marketing Tech Talks, it’s a forum to share our successes, failures, and favorite tools in the stack.
As you know, marketing’s role has evolved from a focus on brand and communications, to a demand for analytical, martech-driven leaders who understand marketing’s impact on growth and revenue.
At Marketing Tech MagnifiedTM, we have a unique opportunity to learn from each other, to network, and to go back to work with fresh ideas.
If you’re a B2B or B2C marketer gripped with running campaigns that engage and convert, obsessed with performance tracking and ROI, and excited by the technologies that make marketing better, then we can’t wait to meet you at Marketing Tech Magnified.
According to a December 2016 Walker Sands study, in 87% of companies, marketing is responsible for the marketing technology stack.
Learning marketing technology is rapidly becoming a career imperative for all marketing professionals of all levels.
Come to Marketing Tech Magnified to learn the latest from the area’s most visionary marketing leaders and hear about how to buy, use, and manage leading edge marketing technology.
Thousands of Marketing Tech Solutions
Come learn from marketing leaders from both business-to-business and business-to-consumer companies.
A whole day of solid action to learn how to optimize your marketing and your marketing technology to quickly grow high quality leads, revenues and your company.
9:00 – 9:30 am
Check-in, Continental Breakfast and Networking
9:30 – 9:35 am
Welcome and Opening Remarks (a.k.a, The World’s FASTEST Keynote)
Get your coffee and your seat because when we start — we’ll really start.
Natalie Robb, WaveLength Analytics Principal and DC Marketing Tech Talks Organizer will get things rolling with welcomes, thank yous, and market numbers you’re sure to have already seen somewhere before. Expect it to be quick and over before you know it. After all, we want to hear from speakers and panelists, too.
Speaker: Natalie Robb, Principal, WaveLength Analytics and Organizer, DC Marketing Tech Talks
9:35 – 10:05 am
5 Marketing Trends to Think About for 2018
Over the past few years, new marketing trends and technologies have emerged that have had an enormous influence on how teams plan, execute, and measure their performance. Digital marketing is a dynamic industry that offers unlimited opportunities (indeed, perhaps too many!) to innovate and change the way companies go to market. In this session, Director of MarTech at Total Wine, Mike Lukich, highlights key priorities for 2018, as well as fads leaving behind as we head into the new year.
Speaker: Michael Lukich, Director of Marketing Technology at Total Wine and More
10:10 – 10:40 am
B2B Demand Generation Trends in 2018
Marketing in a technology company is demand generation. It’s where you’ll find all the action and all the budget. Demand generation tends to own field marketing, data, MarTech, account-based marketing, etc. In addition, it gets the dollars to match — up to 70% of a marketing budget is spent here. Get the latest on 2018 demand generation trends from Mike Lovell, VP of Demand Generation of one of DC’s hottest and fastest growing companies, EverFi.
Speaker: Mike Lovell, VP of Demand Generation, EverFi
10:45 -11:30 am
What Does a Modern Marketing Team Look Like? Org Chart Show & Tell
Marketing team structures are under siege from the impact of new technologies and the changing role of marketing. But while marketing executives know they need a tune-up, many are struggling to formulate a new org chart that supports the changing makeup of their teams. In this session, three marketing leaders will show how their teams are structured and explain why it works for them. Learn the pros and cons of different org charts, how to make room for technical and customer-centric roles, and how to manage, develop, and keep a team with increasingly diverse skill sets.
Moderator: Sue Keith, Managing Partner, Ceres Talent
11:30 – 12:00 pm
What CEOs Want From Marketing and Marketing Leadership
It’s no surprise that marketing has become more technical, more quantitative, more data-driven. CMOs who built their careers doing a different type of marketing are now struggling to be effective leaders in organizations that expect them to be both creative and analytical at the same time. The requirements for modern marketing leaders to be successful are so demanding that CMOs have the shortest tenure of any executive – just 16 months on average. In this session, a former CEO who, as a result of an acquisition, now serves as a VP of Marketing speaks candidly about what a CEO expects from a high-performing marketing team and what takes to be a successful CMO today.
Speaker: D.P. Venkatesh, VP of Marketing, Broadsoft Digital
12:00 – 1 pm
Lunch and Networking
1:00 – 2:00 pm
MarTech Stack Lightning Round
Inspired by the Stackie Awards, this session will give 7 marketers the chance to show off their marketing stack – the collection of tools and technologies they use to make marketing magic – using a single slide. Each participant will get 7 minutes to explain how they conceptualize their marketing stack – technically, strategically, and operationally. They’ll also share the most recent and/or favorite tools added, how certain tools have changed the way they do things, and what they’re looking to add in 2018.
2:00 -2:45 pm
Marketing Ops: How to Strategize What You Bring to the Table
As marketers increasingly rely on technology and data just to do their jobs, there’s the unsung heroes of marketing operations. Often relegated to pure execution or report building, this panel will discuss how ops professionals can and should elevate themselves within the team to drive better decision making and improve marketing performance. Learn why ops is a critical capability for modern marketing teams, how to best utilize your ops resources internally, and how – as a marketing ops manager – you can get out of Excel Hell to actually make a difference.
Moderator: Jessica Sprinkel, CEO of Sponge Software
2:45 – 3:00 pm
Afternoon Coffee Break
3:00 to 3:30 pm
Aligning Marketing and Sales
Speaker: Jen Kern, CMO at Perfect Sense, creators of the Brightspot CMS platform
3:30 – 4:00 pm
Shifting from Traditional Waterfall Funnel to ABM: A Case Study in Going All In
We searched all over the region to find the best case of account-based marketing around and we found it… in Atlanta’s CollabNet, the Sirius Decisions’ Winner of the 2017 ABM Program of the Year.
Account-based marketing is certainly gaining momentum, but many teams are still figuring out whether ABM is right for them. Other teams know they want to make the switch to ABM, but are unsure how to move forward. In this session, Director of Marketing Operations and Demand Generation Jodi LeBow will discuss why they chose to go all-in on ABM. She’ll talk about what that really meant, and lessons learned during implementations – from the challenging culture shift to how they measure success.
Speaker: Jodi Lebow, Director of Demand Generation at VersionOne, now CollabNet
4:00 to 4:45 pm
Customer Experience, Customer Success, Customer Retention: Are They All the Same?
As tech-savvy marketers, we’re obsessed with customer retention as much as we are with conversion. In this panel, 3 marketing leaders in customer experience and customer success will talk tools and strategies to keep hard-won customers.
Get ready to be inspired by your peers as we end our 2018 conference on a high note.
Moderator: Robin Izsak-Tseng, Demand Generation and Marketing Ops Consultant
4:45 – 6:00 pm
Closing Remarks and Happy Hour!
Kick back with your friends, both old and new. Raise a glass. Talk marketing technology. Have fun.
1 Ticket = 16 Speakers + 120 Local DC Marketers. Add $50 for tickets bought the week of the event or at the door.
The SilverLine Conference Center is easily accessible:
Marketing Tech Magnified 2017
The inaugural Marketing Tech Magnified was held last January 27th, 2017 at Refraction Co-Working in Reston, Virginia. We had fantastic marketing leaders from MicroStrategy, Identity Guard, Higher Logic, and other leading area companies speaking to a sold out audience.