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The Integrated Marketing Summit June 11th - 12th
Chicago

Venue

Hyatt Regency McCormick Place
2233 South Dr. Martin Luther King Jr. Drive,
Chicago, Illinois, USA 60616-9985
312 567 1234

Get Location Map Get Driving Directions

 

Please check back for details on our 2014 event plans.

Otherwise you might be interested in our Demandcon Boston event scheduled for September 30 - October 1st.

DemandCon is the industry’s premier event for education and insight into the art of aligning and accelerating your company’s sales and marketing funnel. DemandCon’s content is presented by the world’s foremost thought leaders and covers information on the latest research, strategies and tactical best practices in BtoB Sales and Marketing today.

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Schedule

Day One - June, 11th 2013

  Time   Program  
  8:00 AM - 8:45 AM  

Registration and Continental Breakfast & Beverages

 
  8:45 AM - 9:00 AM  

Welcome Presentation - Shawn Elledge - CEO - IMS

 
  9:00 AM - 9:15 AM  

Diamond Sponsor Introduction

 
  9:15 AM - 10:00 AM  

Morning Keynote - CAN SOCIAL MEDIA BE KILLING BRANDS?

Hear new insights from a new ten year, longitudinal study seem to confirm that social media usage is primarily for “social purposes” and  the potential for marketers invading social media vehicles or encouraging social media users to become product advocates is not only limited, but, may actually be counterproductive in terms of building brand value and brand relationships.

Don E Schultz President Agora & Professor (Emeritus-in-Service) Integrated Marketing Communications at Northwestern University (Evanston, IL)

 
  10:00 AM - 10:30 AM  

Exhibit Hall & Morning Coffee

 
  10:30 AM - 11:15 AM  

Morning Keynote - CONNECT THE DOTS...

Integrating marketing is all about connecting the dots to create a seamless experience for your audience. Pam Didner, Global Integrated Marketing Manager at Intel (Portland, OR), will share case studies of planned and serendipitous marketing efforts.  Through the case studies, she will derive processes and insights to help you better connect the dots for your marketing campaigns.

 
  11:30 AM - 12:15 PM  

Program A - Creating Advocacy by Engaging Customers

Traditional marketing tactics are losing ground. So what’s next? Facing a high degree of competition and choices in today’s market, a company’s best recourse is to create an exceptional customer experience that distinguishes itself from the rest. Uncover key (and often overlooked) opportunities to engage your customers and turn them into advocates of your brand.

Rhonda Basler, Segment Director, Customer Engagement - Hallmark Business Connections (Kansas City, MO)

 
  11:30 AM - 12:15 PM  

Program B - Shish Kebab or Stew? Changing Tastes in How to Achieve Integration
Tom Beakbane, Chief Instigator, IntegratedBrands.org  (Toronto, CA)
How are winning companies getting their corporate vision, brand image and online tactics aligned? Using examples from IntegratedBrands.org Tom will describe the creative and operational challenges and – when done well – the extraordinary results that are being achieved.

 
  12:15 PM - 1:30 PM  

Lunch & Learn - How to Build a Content Marketing Machine

Modern marketers understand that content is critical to driving site visitors, leads and new business. But the challenge remains: how can marketers organize their content marketing efforts into a structured business process?

Join Keith Burrows, Vice President at Kapost and a panel of speakers share their secrets of a successful content strategy and the critical components of a content marketing process, with a particular focus on top-of-funnel marketing. This session will lay the framework for how to build a content marketing machine and enable you to take actionable suggestions to impact the performance of your organization.

 

 
  1:30 PM  -  2:15 PM  

Program A - How To Re-energize Your Brand

How do you take an iconic brand with a rich 127-year history and make it relevant to a new generation? A new generation with an estimated $200 billion in annual spending power that is often characterized as an enigma? That is the question that launched a multi-channel campaign that helped reinvigorate an already strong group of canners, appeal to new enthusiasts and grow the brand more than 25 percent. Learn how Ball® Brand Canning conceived and executed an engagement program with both digital, social and offline promotions and emerged with an even larger target audience.
Chris Carlisle, Vice President of Marketing, Jarden Home Brands
(Daleville, IN)
Jeff Fromm, Senior VP - Sales, Marketing & Innovation at Barkley (Kansas City, MO)

 
  1:30 PM - 2:15 PM  

Program B - Digital Integration: A discussion of integrating Citi’s branded efforts in acquisition marketing

Louis Cohen, SVP North America Marketing - Citibank (Long Island City, NY)

 
  2:30 PM - 3:15 PM  

Program A - Mobile Marketing Integration Panel
moderated by Jamie Turner co-author of Go Mobile (Atlanta, GA)
Speakers:

Chris Hershberger - Mobile & Digital Marketing Manager - Michael's Stores ((Dallas, TX)
Hugh Park Jedwill,
Executive Director & President, Heartland Mobile Council (Chicago, IL)
Roger Tye, Sr. Director, eBusiness, Consumer Engagement - Allstate
(Chicago, IL)

 
  2:30 PM - 3:15 PM  

Program B - How to Focus on Inbound Marketing Using Content Marketing + Social Media (panel) Moderated by  Shelly Kramer, President V3 Integrated Marketing (Kansas City, MO)

Content marketing and social media are the cornerstones of any inbound marketing (and integrated marketing) strategy. As brands and agencies rush to create branded content, they are often realizing that great content alone isn’t enough. Hear a panel of experts share what's working and what isn't.
Speakers include:

Barbara Rozgonyi, Principal Cory West Media (Chicago, IL)

 
  3:15 PM - 3:45 PM  

Exhibits & Afternoon Break

 
  3:45 PM - 4:30 PM  

Afternoon Keynote -  Be a Marketing Superhero with Content-Centric Demand Gen.  Cape Optional:
Today's consumer is evolving based upon the enormous amounts of digital data available to them.  It's essential that marketers understand the expectations of this new Empowered Customer and the implications on their marketing strategies to effectively reach them in the most relevant way.   In this session, Michele Grieshaber & Christine Jacobs, marketing executives from IBM, will share their perspective and experience transforming marketing to a customer-centric lead generation engine focused on content and conversations.  They will dissect traditional lead gen approaches and transform them into a progressive approach that advocates intentional, modular use of content with an emphasis on digital “attract” strategies across the buyer’s journey and share measurable business outcomes to help fellow marketers build a meaningful business case to drive their own marketing transformation initiatives as well as tips on how to get started and measure success.
Christine Jacobs, Director Demand Programs Marketing & Communication for IBM North America Sales & Distribution (Chicago,IL) 
Michele Greishaber Vice President Demand Programs IBM North America (Austin, TX)

 
  4:45 PM - 5:30 PM  

Afternoon Keynote - The Role of Creative in Branding Today
John SableExecutive Vice President of Motion Picture Creative Print Marketing - Walt Disney Studios (Los Angeles, CA)

Chris Hill, Internationally recognized AIGA fellow award recipient - Hill (Houston, TX)

 
  5:30 PM - 7:00 PM  

Networking Reception

Social networking in person! Join us for an end-of-day cocktail or wine and meet IMS attendees, sponsors and speakers in an informal venue.
 
         
   
 

Day Two - June, 12th 2013

Time   Program
8:00 AM - 8:45 AM  

Registration and Continental Breakfast & Beverages

8:45 AM - 9:00 AM  

Welcome Presentation - Shawn Elledge - CEO - IMS

9:00 AM - 9:15 AM  

Diamond Sponsor Keynote Introduction

9:15 AM - 10:00 AM

Morning Keynote - Transforming the Marketing Function from being irrelevant to relevant – An experiential case study

Martyn Etherington, Chief Marketing Officer Mitel (Portland, OR)

10:00 AM - 10:30 AM  

Networking Break in Exhibit Hall

10:30 AM - 11:15 AM  

Program A - The Changing Dynamics of Today’s Marketing Organization

The silos of advertising, public relations and promotions have blurred together in an unrecognizable hodgepodge of cross-departmental initiatives. Add that to the growing fields of content strategy, social media, SEO/SEM, brand management, operations and roles like “company evangelist”, and you’ve got an alphabet soup of marketing initiatives, all boiled down under a single discipline. It is nearly impossible to draw an organizational structure chart in 2013, with so many departments collaborating with one another, and questions such as “which department should own this?” are ever-present.
Hear from an experienced marketing professional who has dealt with this problem head on,
Megan Lueders, Vice President of Global Marketing at LifeSize, a division of Logitech (Austin, TX)

10:30 AM - 11:15 AM  

Program B -  What can the second largest search engine in the world (You Tube) do for you...

Did you know that YouTube has an estimated 92 billion page views every month? Learn how to use video to enhance your business content and drive traffic with interesting podcasts, demonstrations and tutorials. Learn how to get started, ideas on content, how to engage viewers and gain views, customize and monetize your content to maximize your success with this search engine giant.
Laura Berg, President and founder of My Smart Hands Inc., (Toronto, Canada)

11:30 AM - 12:15 PM  

Program A - How Lifecycle Marketing is Transforming Marketing Automation

Panel Moderated by Troy Burk, CEO and Co-Founder, Right On Interactive (Indianapolis, IN)

Marketing automation has allowed marketers and organizations alike to become more efficient and streamline sales. When done right, brands can automate their marketing efforts while still maintaining a personalized experience for each individual prospect and customer. However, marketing automation falls short of managing and measuring the strength of relationship between the prospect and the brand. The focus of Lifecycle marketing is about building engaged relationships -- as stronger relationships are a leading indicator of new and recurring sales. Understanding where a person is at in their lifecycle, whether they are a prospective customer, current customer or brand advocate, dictates how they are communicated to, by whom and how often. 

Hear directly from a diverse panel of brands, that faced numerous challenges in reaching and keeping their customers, how lifecycle marketing transformed their marketing strategy.

11:30 AM - 12:15 PM

 

Program B - SEOcial Media & Business Relationship Optimization - BRO

Lessons learned on what to do and what “not to do” with your SEO, social media, and content marketing efforts. Travis Wright will share his social media case study with the Kansas City Chiefs that resulted in over 3000 retweets,  TV interviews, several consulting project with other professionals sporting teams around the country, a super bowl party and ultimately a new concept called Business Relationship Optimization [BRO].

Travis Wright (Kansas City, MO)

12:15 PM - 1:30 PM  

Lunch & Learn - Using Direct Mail to Power Integrated Marketing Campaigns

Debora Haskel, Vice President – Marketing  IWCO Direct(Chanhassen,MN)
Sophisticated marketers are realizing that direct mail can be the catalyst that boosts the success of their integrated marketing programs. But it takes the perfect combination of creative design and a relevant offer - delivered at the perfect time - to drive response and engagement to online channels. Using examples of direct mail campaigns from national brands in the healthcare, hospitality and retail industries, this session will show marketers how to use direct mail to power integrated marketing campaigns. It will explore:

  • The latest research into the effectiveness of direct mail when combined with digital channels

  • Creative techniques proven to increase open rates and drive customers to online channels

  • The revolution in printing technology that now allows for the relevant offers consumers demand

  • New developments with intelligent barcode technology that is giving marketers more data about their direct mail campaigns than ever – and how they can use it to manage other channels

1:30 PM  -  2:15 PM

 

Program A - Attribution Scoring in the Multi-Channel Marketing World

In today’s multi-channel marketing marketers are trying to understand how to “measure” the value of each touch.  This is the focus of attribution scoring, which is based on capturing touch point data over a historical period to determine which touch points are the most effective at which stages in the buying process to support investment allocations and produce higher aggregate results. This session will explore:

  • The differences between optimization and attribution
  • Various approach to attribution
  • Why fractional attribution is good approach
  • How to tackle fractional attribution

Laura Patterson, President of Vision Edge Marketing (Austin, TX)

1:30 PM - 2:15 PM  

Program B - SEO: How Understanding Your Analytics Gives You the Edge

Jon Morris, CEO of Rise Interactive (Chicago, IL), will take you on a deep dive into understanding the key data points that will help you move the needle with your SEO investment. This session will go beyond the basics of search engine optimization and will give actionable items around Prioritization, Content Development and the Analytical data points you should be monitoring.


Attendees will also learn about the growing practice of Interactive Investment Management and how to manage their online spend in a manner that will produce higher ROI. Morris will use real world examples drawn from his experience working with some of the world’s largest and best known brands on how to create your own SEO roadmap.


The Roadmap looks at 6 key factors in determining the appropriate way to prioritize your SEO efforts.

These factors include:

  • Analysis of a keywords by category
  • Current coverage in the category against all others
  • An understanding of content needs
  • Probability for ranking success
  • The relevance of the keywords to your business
  • Your estimated ROI
2:30 PM - 3:15 PM  

Program A - Multi Channel Marketing Strategies

The purpose of this presentation is to help marketers understand strategic dimensions and success factors for engaging with customers across discreet yet interconnected channels. And to develop & deploy multichannel strategies in a fiscally responsible way that fits their business model, brand, and organizational culture.

The key areas of focus include: Perspectives on multichannel strategy, Indicators of omni-channel weakness, Principles of strong channel architecture, Keys to Process & Approach,Real world examples of multichannel breakthroughs and breakdowns

Mitch Duckler & John Hambrick, Partners Full Surge Group (Chicago,IL)
2:30 PM - 3:15 PM  

Program B - Content Prospecting Enabling Direct Sales with Lead Nurturing

In this session, you’ll learn hands-on techniques and tools for more efficiently developing your own highly-qualified opportunities, through leveraging best practices for nurturing leads down the sales funnel with meaningful and relevant content.
Bret Smith, Principal High-Impact Prospecting (Albany, NY)

3:15 PM - 3:45 PM  

Exhibits & Afternoon Break

3:45 PM - 4:30 PM  

Afternoon Keynote - The Marketing behind the re-birth of the BlackBerry brand
Rob Glen, Senior Director, Global Brand Marketing at Research In Motion/Blackberry (Chicago, IL)

4:45 PM - 5:30 PM  

Ending Keynote - The Future of Integrated Marketing: Truth or Consequences

With the rising speed and volume of interactivity comes increasing transparency, and this drives an ever increasing demand for trustworthiness.  Consumers everywhere are holding the businesses they buy from to a higher standard.  Social interactions drive all the “spin” out of marketing, undermining the effectiveness of classic brand advertising in the process.  In this final keynote, Don Peppers will discuss the “truth or consequences” game marketers now have to play with their customers.  Based on his recent book with Dr. Martha Rogers, Extreme Trust: Honesty as a Competitive Advantage, Mr. Peppers will:

  • Review the growth patterns and dynamics of social networks, in order to understand how they are confounding traditional business management principles;
  • Show why some entire industries are based on business models that are now endangered because consumers have access to transparent information;
  • Identify a few leading-edge companies that are pioneering a new kind of business model based on proactively protecting their customers’ interests; and
  • Suggest a variety of specific strategies a business can adopt to become “trustable” in the eyes of 21st Century consumers.

Don Peppers Best-selling author & co-founder of Peppers & Rogers Group (Jacksonville, FL)

     

 

  Time   Optional Hands-On Workshops
 
  Details  

Location: Workshops are held at the same location as the IMS Event (Hyatt Regency)

Hotel Room:You will receive the exact room location at the Hyatt in a separate email correspondence before the event. We will also pass out these details at the IMS event during registration. Since the hotel rooms vary in size, we have to identify the number of registrations prior to this notice.

Date: Workshops are held the day after the IMS event. 

Time: Each workshop starts at either 9am runs until noon Lunch from 12-1pm Resumes 1-4pm.
(Check your workshop for details).

 
 

9:00 AM - 4:00 PM

 

Workshop A
 

Workshop A

MULTICHANNEL MARKETING STRATEGIES:
Moving From Brand Strain to Strength in an Omni-Channel World

Hosted by Mitch Duckler and John Hambrick, Partners at Full Surge Group

 

The purpose of our workshop is to help marketers build successful multichannel strategies that engage with customers in increasingly meaningful ways across discreet yet interconnected channels. And to do so in a fiscally responsible way that fits their business model and organizational structure.

 

The 3 key areas of focus include:

  • How to . . .architect a multichannel strategy that profitably addresses customer preferences?
  • How to . . . integrate measurement across channels for performance enhancement, ROI evaluation and investment allocation?
  • How to . . . create internal infrastructure and readiness systems that equip organizations for success in managing multichannels

The Keys to Success - Our one-day workshop curriculum blends:

  • Fact-based lectures on channel dynamics & success factors
  • Rich discussions on best practices in multichannel strategy
  • Real world case studies (of hard earned/learned multichannel wins)

Additionally, the workshop includes several planning tools and frameworks for building multichannel marketing strategies.

Please visit our workshop page for more details on this workshop.

 

 
 

9:00 AM - 4:00 PM

 

Workshop B

 

Using LinkedIn for Marketing & Sales Success



This LinkedIn hands-on intensive workshop hosted by Mike O'Neil & Lori Ruff of Integrated Alliances (Forbes TOP 50) is designed for savvy marketers, social media and digital marketing managers that want to quickly master their firms' business development potential using LinkedIn.

LinkedIn is the spotlight, but the program touches on other Social Media, particularly Twitter and Blogs. Special LAB time provides hands-on work time with expert help.

It's a packed agenda and attendees will learn to...

 1.Understand what the latest LinkedIn changes and capabilities mean for marketers.
 2.Utilize LinkedIn to Expand the Corporate Brand into Social Media circles
 3.Use LinkedIn for Lead Generation and vetting leads, boosting the bottom line
 4.Create, manage and market a LinkedIn Company Page that attracts business and talent
 5.Create, manage and market a LinkedIn Group to create a Social Media community
 6.Become LinkedIn Group Power User attract attention to you and your firm
 7.Get your company Employees supporting the Company Brand with LinkedIn
 8.Build an attractive LinkedIn presence to Attract Great Talent, reducing recruiting costs
 9.Map out a weekly LinkedIn Marketing Routine for you, the team and the company
 10.Boost sales with marketing actions Sales Reps and Employees can take

 

Please visit our workshop page for more details on this workshop.