MARTECH FOR MARKETERS: FROM HYPE TO HALLELUJAH Marketers are increasingly on the hook to select digital marketing technology that delivers immediate ROI and incremental sales. At the same time, MarTech vendors have doubled since 2016. Not only is finding the right MarTec vendor a significant amount of work, implementing, maintaining […]

MARTECH FOR MARKETERS: FROM HYPE TO HALLELUJAH

Marketers are increasingly on the hook to select digital marketing technology that delivers immediate ROI and incremental sales. At the same time, MarTech vendors have doubled since 2016. Not only is finding the right MarTec vendor a significant amount of work, implementing, maintaining and making full use of this technology is equally as challenging. In this workshop, you will make sense of MarTech buzzwords and define what a successful MarTech program looks like - giving you the knowledge and confidence needed to lead your organization through a successful vendor selection and implementation process. You’ll learn from the failures of successful MarTech users, leaving with an understanding of their lessons learned while standing up, rolling out and optimizing marketing automation technology. This workshop is for marketers involved, or interested in, the selection, rollout, use and optimization of their organization’s marketing automation technology (aka MarTech), especially those responsible for managing budgets and having to make the business case and prove ROI.

TAKEAWAYS

  • Understand the reasons MarTech projects fail and how you can avoid them
  • Learn how to lead your organization through selecting the right technology
  • Discover 10 best practices for rolling out and optimizing your MarTech stack
  • Become fluent in the language of MarTech and how to articulate its value
 

PRESENTERS

Melody Lentsch, Founder & Principal Strategist at Flipside Marketing A marketer with the heart of a tech nerd, Melody has been helping organizations select, stand up and optimize Martech for over 20 years. From ad servers and content management systems to social CRM and personalization engines, Melody’s practical way of translating marketing hopes and dreams into technology requirements brings marketers and their IT teammates together to deliver digital marketing technology that really works. For the past 13 years at Flipside, Melody’s focused has been on clients in the CPG, financial services, healthcare and transportation sectors. Before Flipside, Melody was the Director of Marketing at Schwans and Senior Partner, Director of Digital at Carmichael Lynch. Nina Ager, Technology Leader at General Mills Nina currently leads big data and analytics initiatives in support of General Mills’ commercial strategies globally. In previous roles she led the technical strategy for General Mills’ four largest consumer-facing websites. In that role Nina partnered with Marketing to turn their business strategies into reality through process and technology. Nina is fluent in 4 languages, 5 if you count tech. She brings teams together and is masterful at translating complex requirements into elegantly simple solutions that energize and motivate teams. Eugene Burd, Co-Founder of Basketful Eugene is a co-founder of Basketful, a tech startup creating Add to Cart solutions for online grocery. He is a proven leader at the intersection of marketing and technology. Prior to launching Basketful, Eugene was a Senior Manager at General Mills focused on marketing technology and connected data. Eugene is conversant in 2 spoken languages, a wide variety of programming languages, and has an MBA from the Carlson School at the University of Minnesota. Jim Lesch, Co-Founder of Basketful Jim is an experienced technology leader with more than 19 years of experience. His passion is to deliver solutions to make his customer’s lives easier. He has a relentless focus on simplifying while delivering the best experience for the user. Prior to launching Basketful, Jim was a technology leader at General Mills. While there, he led software development teams focused on Digital Marketing, eCommerce and the Software Engineering Center of Excellence.

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