TOPIC
The days of the customer coming to you are going away. At a time of diffused attention, AI and other new technology give marketers powerful tools for getting to where the customers are–and to better appreciate what appeals to them. New approaches can show marketers where, when, and why prospective customers are making their decisions. Since human agency will always be a factor, how can marketers using algorithms also take into account the unique personal factors that go into these choices? At our conference of leaders in marketing, sales, advertising, and customer experience, we’ll explore how to blend technology with empathy to stay in tune with shifting customer sentiment on factors like value, performance, trust, prestige, and authenticity. How can marketers more accurately identify exactly what's working–and what's not? We'll probe emerging methods across the diversity of customer relationships–whether it's B2C, B2B, B2B2C, or all of the above–to find out how companies can build stronger bonds with their shoppers, partners, and communities.
speakers
Head of Global Integrated Marketing Campaigns
Stripe
VP, SEO & Website Marketing
Rate
Chief Marketing Officer
Publicis Creative US & Leo US
Business Editor
The Chicago Tribune
Chief Marketing Officer
Alight Solutions
VP of Marketing & GTM
Transworld Systems Inc.
Reporter
NBC 5 News Chicago
VP GTM & Ops
Gather HQ
Adjunct Instructor
Loyola University of Chicago
Head of Marketing - Golden Harvest
Syngenta
SVP of Product and Co-founder
Opal
Founding Team & Resident GEO Expert
Pepper
CEO
GhostRanchPrevious Speakers
Honora spoke on an executive panel about "Using AI to Transform Marketing Strategies and Outcomes."
Shana spoke in a fireside chat titled, "Using Technology to Fill the Gaps in Your Marketing Funnel."
Coherent's CMO reveals how his team stays ahead of the curve, in a time when product is changing fast.
Cary spoke about "Rebuilding a Brand From the Inside Out: How Tech and Team Engagement Drive a New Strategy" in a fireside chat.
partners
Themes
In the age of information overload, compelling storytelling can set a brand apart from the barrage of mediocre content. How can marketing teams craft content that truly engages when audience attention is scattered and fickle? What strategies ensure that brand storytelling is consistent across channels yet tailored to each platform and audience? How can marketers balance creative storytelling with data-driven insight to pinpoint which narratives really resonate? What feedback or metrics can help refine the content strategy and prove its impact on engagement and sales?
AI is transforming marketing through advanced personalization, automated content creation, and smarter campaign optimization. But how can marketers ensure these AI-driven efforts remain human-centric, helpful, and on-brand? What steps can they take to avoid biases or privacy pitfalls in algorithmic decision-making? And how are innovative teams integrating AI, from chatbots to predictive analytics, while keeping creativity, ethics, and customer trust in mind?
Marketers today have unprecedented data on their customers—along with heightened responsibilities to use it wisely. How can teams leverage rich customer data for deeper insights and personalization while staying on the right side of privacy laws and consumer trust? What practices ensure data quality and break down data silos, so decisions are based on solid information rather than flawed assumptions? What governance policies or ethical guidelines can prevent the misuse of data, ensuring that a data-driven approach bolsters the brand’s reputation rather than jeopardizing it?
In periods of economic uncertainty, marketing budgets tighten and strategies come under pressure. How can marketing teams continue to drive growth with reduced resources or cautious consumer spending? What tactics and tools deliver the most value for money in lean times? How should marketers adjust their KPIs and expectations when every dollar is scrutinized?
The marketing technology landscape now features thousands of solutions, a wealth of options that can easily overwhelm. How should marketing leaders navigate this maze to choose the tools and platforms that truly move the needle? Is it better to invest in an all-in-one marketing suite or assemble a customized stack of best-of-breed niche tools for analytics, automation, and social media? How can teams effectively integrate new technology into their workflows and ensure employees actually use these tools to their full advantage? And with limited budgets, how do you measure the ROI of your tech investments?
Marketing doesn’t end at the sale—it extends into shaping the customer’s experience with the product and brand. How can marketers play a bigger role in ensuring a seamless, positive post-purchase experience at every touchpoint? What can they learn from customer feedback channels using surveys, reviews, and social media? How can marketing teams collaborate with other departments to improve satisfaction and turn happy customers into advocates?
Marketing teams are tasked with balancing the pursuit of long-term brand equity with the immediate pressure to drive sales. What are the risks of prioritizing short-term performance metrics at the expense of brand-building initiatives, and how can brands defend investments in long-term visibility and reputation? What strategies and budget allocations allow for a cohesive approach to both brand marketing and demand generation? How can marketing leaders align efforts and KPIs to ensure sustained brand growth while meeting short-term sales targets, and what metrics best capture the impact of both?
In a world of flashy new channels, two veterans of the marketing mix, email and audio, continue to prove their worth. What makes email marketing still one of the highest-ROI tactics, and how can brands refresh their strategy to rise above inbox clutter and keep subscribers engaged? Where are the opportunities in audio marketing, from the boom in podcasts to the advent of voice assistants, for telling a brand’s story in a more intimate, human way? And how can marketers integrate the old and the new into a cohesive strategy that maximizes audience attention and trust?
Social media never stands still. Platforms rise and fall, algorithms shift, and audiences splinter into online niches. How can marketers keep up with fast-moving social trends and decide which emerging platforms are worth investing in? How can marketers ensure their social media partnerships come across as genuine rather than just paid promotion? How should brands decide who’s best to represent them, from influencers to employees, and how can they determine if these partnerships are truly effective?
As stakeholder expectations evolve, companies are under pressure to align brand messaging with clearly defined values. But doing so without diluting business priorities or drifting into inauthenticity is a complex task. How can marketing leaders operationalize brand purpose in ways that are measurable, consistent, and credible? What mechanisms help ensure that marketing efforts reflect actual company behavior rather than aspirational messaging? And how can a well-articulated brand serve as a strategic asset—reinforcing customer trust, guiding creative decisions, and differentiating in competitive markets?
Brands are increasingly expected to have a point of view on societal issues, but stepping into public discourse can be tricky. When and how should marketers speak out on current events or take a stand on social values? What are the risks and rewards of activism in a polarized environment, and how can companies decide which causes align authentically with their mission? How is the role of marketing evolving as the voice of a company’s values, and what should marketers do when a brand’s stance sparks public backlash?
Growing brands often need to tailor their marketing approach to meet the needs of different markets. How can marketers maintain a strong, consistent global brand identity while adapting campaigns to local languages, cultures, and customer preferences? What are the best practices for translating not just product information but also meaning and emotion? What can marketers learn from companies that have mastered this global-local balance?
VENUE
Nestled in the heart of downtown Chicago, Venue SIX10 embodies modern sophistication with sweeping vistas of Lake Michigan and Grant Park.
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