Agile Marketing Delivers Handsome Dividends and ROI

Christina Motley
Christina Motley & Associates
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How can this topic help you?
Undoubtedly, the role of the Chief Marketing Officer (CMO) has radically changed since its inception centuries ago. Today’s CMO is evolved with responsibilities and accountability for not only customers, but to all organizational stakeholders and shareholders. Today’s CMO still manages the traditional aspects of the job, but also builds intangible assets by creating brand loyalty, customer equity and long-term business sustainability through delivering exceptional customer experiences across all channels of which there are more than ever before. In today’s fast-paced, multichannel, digital world, marketers no longer have the luxury to spend months crafting large projects. Instead they must innovate and produce on the fly and respond immediately to market disruptions. Top marketers are slowly beginning to see the value of adapting agile methodologies to marketing, but it the concept is still in its infancy in the field of marketing and slow to gain traction.

Marketing Delivers Handsome Dividends and ROI

What is at stake?
Very few businesses are aware of agile marketing which can help drive results faster. This topic is relevant to your entire audience.

About the presenter
I build brands and bring products to market as a veteran, integrated marketer. I served as a key contributor, generating $15M at Datatel (now Ellucian), $5B and the 3000th store opening for Advance Auto Parts, as well as helped grow Comprehensive Computer Solutions, Inc. (CCS) from $12k to over $2M, expanding into international markets. In terms of a specific product launch, I was responsible for the marketing plan and implementation of a new product at Datatel, now Elucian that directly led to 71% in client commitment and sales to 21 new accounts in 18 months. My successful implementation of integrated marketing strategies has resulted in her servicing multiple clients – from start-ups to publicly-held enterprise – across a variety of industries, including working on top Fortune 500 brands, including Aetna, Advance Auto Parts, BB&T, Dell, HSBC, IBM, Johnson & Johnson, P&G, Smithfield Foods, Waste Management and others since 1992. I’ve owned and sold two businesses, still in existence today and am now on my third business. Additionally, I’m a published author, dynamic speaker, corporate trainer, serial entrepreneur, and according to myColumbia University daughter, “World’s Best Mom.”

What should we know?
“In its simplest terms agile for marketing is a mindset and methodology that transforms operations so businesses can execute more efficiently, champion the customer and achieve better performance through a data-driven approach and it starts with leadership and organizational culture.

This presentation covers –
• the concept of agile when applied to marketing
• the agile marketing manifesto
• the value agile methodologies bring to marketing
• best marketing practices learned from agile
• scorecards to measure marketing ROI

 

How will this session help?
Learning outcomes:
1. Develop an understanding of agile as it applies to marketing
2. Learn best practices and different approaches to common marketing challenges
3. Learn agile marketing tips to implement in your business

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Discover the Power of Pragmatic Marketing

Christina Motley
Christina Motley & Associates
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How can this topic help you?
The Pragmatic Marketing Framework provides a standard language for your entire product team and a blueprint of the key activities needed to bring profitable, problem-oriented products to market.

What is at stake?
Every one in a company is a brand ambassador and as such should contribute to the organization’s marketing goals. Pragmatic Marketing is a cross-functional approach that clearly explains these roles and can help businesses be more effective with their marketing efforts, as well as help prepare for a successful launch of a new product.

About the presenter
I build brands and bring products to market as a veteran, integrated marketer. I served as a key contributor, generating $15M at Datatel (now Ellucian), $5B and the 3000th store opening for Advance Auto Parts, as well as helped grow Comprehensive Computer Solutions, Inc. (CCS) from $12k to over $2M, expanding into international markets. In terms of a specific product launch, I was responsible for the marketing plan and implementation of a new product at Datatel, now Elucian that directly led to 71% in client commitment and sales to 21 new accounts in 18 months. My successful implementation of integrated marketing strategies has resulted in her servicing multiple clients – from start-ups to publicly-held enterprise – across a variety of industries, including working on top Fortune 500 brands, including Aetna, Advance Auto Parts, BB&T, Dell, HSBC, IBM, Johnson & Johnson, P&G, Smithfield Foods, Waste Management and others since 1992. I’ve owned and sold two businesses, still in existence today and am now on my third business. Additionally, I’m a published author, dynamic speaker, corporate trainer, serial entrepreneur, and according to myColumbia University daughter, “World’s Best Mom.”

What should we know?
Pragmatic marketing is not new, but few organizations practice it. It is a tried and proven methodology. A cross-functional team helps communicate more broadly, gain alignment more easily, and builds better products. And as an added benefit, the team helps product managers spend more time in the market, figuring out what should be developed next year and the year after. This market-driven focus leads companies to build products people want to buy. The presentation covers the concept of pragmatic marketing and best practices.

How will this session help?
Learning objectives:

Gain valuable tips on how to listen to the market.  Develop an understanding of pragmatic marketing.  Learn best practices and different approaches to common marketing challenges.

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Product Simulation, Innovation & Optimization using Advanced Computer Aided FEA Design/Analysis

Michael Hiller
In2Solutions, Inc
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How can this topic help you?
Topical overview of FEA/CAE especially latest simulation tools including multiphysics (multi-discipline sims).  With Advanced Simulation & Optimization technology, new products can be “”realized”” and “”tested”” in virtual simulations much earlier in the design cycle compared to physical prototypes.  With Simulation we can root out problems and optimize products much faster now and at lower cost.  Companies large and small leverage this “”Fortune 500″” technology in-house or by engaging highly skilled consultants.

What is at stake?
Companies cannot compete in the global economy using old methods and processes.  If your products are not optimized, of if you are late to market, or if your products fail, you will fail too.  Today’s marketplace is not forgiving anymore in part due to pervasive social media, the “”new”” economy, and global competition.

About the presenter
Michael Hiller has a B.S. Mechanical Engineering, NCSU and M.S. Mechanical Engineering (Math Minor), NCSU.
Valuable combination of practical manufacturing sector experience plus CAE/FEA software sales channel “”insider”” expertise.  Now working as a consultant helping customers design better products faster!

What should we know?
I’ll provide an overview of FEA/CAE Multiphysics Simulation & Optimization, especially ANSYS products.  FEA/CAE crosses across many product & process boundaries.
I have broad experience using ANSYS technology in industry as well as in their sales/distribution network.  I’ve performed ANSYS FEA on everything from tiny IC Chips to 600 foot marine structures.

 

How will this session help?
You will hopefully see ways to improved your products and processes.  You’ll be better able to ascertain your FEA/CAE needs and opportunities.  You will learn of a local RTP/Raleigh solution provider who can perform your SIMS for you, and/or help you grow your own in-house FEA/CAE capability.

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Intentional Networking: Three Tips to Word of Mouth Marketing Greatness

Joe Novara
Amazon Best Selling Author
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How can this topic help you?
Many people in business have great knowledge in IT, design, engineering, finance, etc. Unfortunately, many people were never taught any sales or marketing skills when receiving their degrees. Especially those who are more shy or introverted like myself. In my presentation, audience members will learn tips and techniques for getting the most out of their networking; before, during and after any business event.

What is at stake?
For many people, I would say continued poor networking skills will be a result of not seeing my presentation. One area I see people are weakest in, whether looking for new business or looking for new employment is in the follow-up. I will teach a very easy to use system for following up that almost guarantee success.

About the presenter
I am a Speaker and Author of the Amazon best belling book “Intentional Networking.” I strongly believes in the power of Business Networking and Referral Partnerships. Having been a sales professional for over 25 years, selling both Printing and Real Estate very successfully, I attribute most of the credit for my success to the power of Networking and Referral Partnerships.
I also have a great desire to educate business people on how to get the most out of networking.
In my speaking engagements, I share how I overcame my fears of attending large networking events and the techniques I developed for getting the most out of every networking event. The relationships I have developed through networking have always been a great source of referrals and new business.

What should we know?
My presentation on Networking revolves around three primary areas of networking.

01. Feeling comfortable when networking. During this segment of the talk, I offer tips and techniques I have learned over the years to help introverts and others that find themselves uncomfortable at large networking events. As a shy, introverted individual, I have had great success because of these techniques.

02. Setting Goals for Networking. So many people walk into a networking event without a plan in mind. They end up speaking to the same people they speak to at every networking event, which in turn means they get the same thing they have always gotten. I discuss how to find the best places to network for business growth and who to network with. I also talk about developing strategic partnerships for future successes.

03. Follow up after the event. During this portion of my presentation, I discuss the simple to use follow up system I have have developed for success over the past twenty years. I talk about what to do with all those business cards that build up over time and I also talk about how to track follow up.

How will this session help?
01. Overcome fear of large networking events.
02. Set Goals for Networking.
03. Develope strategic partnerships for future successes.
04. Develope a Follow up system for after the event.
05. The importance of using a Customer Relationship Management system.

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Turning Data into Dollars

Michel Guillet
Juice Analytics
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How can this topic help you?
In the very near future we’ll want new ideas and ways to monetize our big data efforts. I will speak to how organizations, including Juice, are creating data products to drive revenue in their organizations.

What is at stake?
If you miss this session, you will miss out on opportunities to turn existing, untapped data into revenue. You will miss out on an effective way to keep customers happy. It’s like you’re sitting on a gold mine without a shovel.

About the presenter
I’ve spent 10+years in product management with The Coca-Cola Company, Nuance Communications and Juice Analytics. As a product manager I’ve led the creation of new analytical and data products from advanced technologies, such as speech recognition, and services organizations.

What should we know?
We will focus on 3 main points:
Understand Data Products – learn about the type characteristics of a data product as well as the different types.
Why good design matters for Data Products – find out how to display your information in an intuitive manner.
Launching a Data Product – understand the steps to get your data to market.

How will this session help?
Recognize the value of data and look for opportunities to monetize it. Know how to get started.

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Strategic Roadmaps vs. Product Roadmaps – Why You Need Both

John Mansour
Founder & Managing Partner
Proficientz, Inc
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How can this topic help you?
Improve day-to-day execution for each product by having a single strategic roadmap for the portfolio that focuses on high-value solutions. Discuss the goals and content appropriate for each roadmap and how your team can use both to drive innovation & strategic planning while also simplifying the day-to-day grind in the trenches.

This town-hall style session examines the relationship between a strategic (portfolio) roadmap and the supporting product roadmaps. Discuss the goals and content appropriate for each and how your product management team can use both to drive innovation and strategic planning while also simplifying the day-to-day grind in the trenches.

What is at stake?
Priorities that change every day; competing with fellow product managers for resources; lots of false starts and stops; not delivering high value to the customer.

About the presenter
John Mansour is the founder and managing partner at Proficientz, a training and consulting firm that specializes in B2B product management. John brings 20-years of experience in product management, marketing and sales in manager, director and VP roles. As the managing partner of Proficientz, John has worked with more than 2000 organizations that span high technology, business services, telecom, healthcare, financial services, manufacturing and many others. John served as the chairman for the Technology Association of Georgia’s Product Management Society from 2006 – 2010. Proficientz proudly sponsors ProductCamp conferences worldwide.

What should we know?
It’s a unique approach to roadmapping that doesn’t follow traditional product management or strategy principles.

How will this session help?
Establish product goals based on the strategic objectives of your target customers.

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Measuring Success as a Product Owner

Cory Bryan, CSPO,
VP Deutsche Bank
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How can this topic help you?
When you are a Product Owner, you are balancing multiple areas as you go. Is your biggest issue to deal with the product that is being delivered? Does your team have the right information to make progress? Is your customer on board with your methods and plans? What does IT/HR have to do with this?

What is at stake?
It’s hard to know how you are doing or if you are making progress in the right ways. In this talk, Cory will show how he evaluates his current situation, determines what are some of the areas that need improving, and how to identify which areas are going really well.

About the presenter
Cory Bryan is a Product Owner and agile enthusiast. He is currently a VP working for Deutsche Bank helping multiple teams find value with agile methods, building organizations to deliver quality software, and innovate to find a minimal viable product. Cory is also a co-host of “Deliver It”, an Agile Product Owners podcast. His background includes 16 years of experience in testing, management, and agile practices. More information can be found at about.me/corybryan.

What should we know?
Everyone should have a way to measure how they are doing. PMO’s, objectives, and others are find but they don’t speak to how you are actually doing your job on a day to day, sprint to sprint, release to release basis. I’ve narrowed in on some elements that help determine if I’m headed in the right or wrong direction.

 

How will this session help?
Understand which areas of the Product Owner role your succeeding with and which areas you need you work on.

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Product Development Research…Are You Doing It Right?

J. Nolfo

How can this topic help you?
Developing a new product can take years and hundreds, if not millions, of dollars. Some just go forward without research. Yet others do research and don’t realize they are doing it wrong. Bad research is worse than no research.

What is at stake?
Lost time, lost money, product failure.

About the presenter
Assisted in the idea development and product development for over nearly 15 years in a number of industries including working with home builders, startups and small businesses.

What should we know?
Certain types of research should be done in certain situations and at certain times. I am looking to teach this during the talk.

How will this session help?
Better understanding of how to do the various types of research and how they can help you.

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Customer Loyalty Revelations from the World of Neurological Marketing

Graeme Newell
President
602 Communications
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How can this topic help you?
“Marketing,” HP’s David Packard once said, “is far too important to be left to the marketing department.” So bring on the lab techs! Seriously. Researchers are gaining amazing new creative insights by putting customers inside MRIs and seeing exactly how different marketing messages light up their brains. Think of it as a focus group of one that skips all the messy subjectivity and cuts straight to the neurons. The ramifications are potentially enormous.

What is at stake?

About the presenter
Graeme Newell is President of 602 Communications, a broadcast marketing research and consulting firm that specializes in emotional marketing. He turns mere viewers into passionate groupies.

Graeme Newell has done research and consulting for some of the world’s most prominent corporations, including: GE, Disney, Sony, Hearst, ABC, CBS, Madison Square Garden, Time-Warner, Comcast, News Corp, and Universal.

What should we know?
Emotional marketing creates powerful customer loyalty by reflecting the customer’s deepest-held attitudes, values and core beliefs. Drawing from thousands of best-in-class TV commercials, Graeme shows companies how to transcend the standard consumer relationship, and build a deep friendship with customers.

How will this session help?
In this example-packed presentation, you will explore the latest revelations that are driving the next generation of marketing and advertising. See how successful companies are using these insights to drive customer loyalty and recruit new fans, because you can’t get much closer to your customer’s head than inside it.

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Product management when the whole world changes; bringing IBM Watson to market

Rich Edwards
IBM
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How can this topic help you?
Hear the story of how IBM Watson went from playing Jeopardy to a market ready product. In addition get an overview of machine learning, neural networks, cognitive computing, and artificial intelligence and how that will effect your business.

What is at stake?
In the next 5-10 years business will be changed in some way by thinking systems, without understanding the potential for your market you may miss the opportunity to grow into entirely new segments enabled by technology

About the presenter
Rich Edwards is a Product Manager for the IBM Watson Developer Cloud, helping developers and makers add advanced cognitive computing capabilities to their applications and services. Rich’s focus is on leading a team of technical evangelists that help users flush out their use cases and take advantage of a rapidly advancing market. Rich has 15 years of strategy and product management experience in the software industry.

What should we know?
● How to look at new technologies in your market and plan to drive adoption across customer type
● How to think about cognitive computing and where to look for applications in your business

How will this session help?
Plan your new technology offerings to meet the market where and how they’re able to consume them. In addition understand how new modes of computing will change your business and how to think about the opportunity/threats to disrupt your market.

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Mobile 404 : What May Be Missing from your Mobile-First Stories & Epics

Dean Peters
Teradata
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How can this topic help you?
Tablets & Phablets & Smartphones OH MY! Having dealt with the development and delivery of web apps, hybrid apps, and native apps, I know first hand what can endanger to your successful product delivery when you don’t have on your radar a number of mobile-centric issues, included — but not exclusive to — the following:

● Responsive Design – it’s not a strategy folks, knowing this will avoid common tactical blunders.
● Testing – it’s very different than laptops, heck, it’s very different between hybrid and native apps.
● Back End Infrastructure – sure your app looks good, but does it scale?
● Native vs. Hybrid vs. Web App – which approach best aligns with your product and business model?
● Store Submission – just because you’re agile, doesn’t mean places like iTunes can’t screw up your schedule.

What is at stake?
● Inability to truly understand what MVP is, both at a product and story level.
● Inability to sustain and maintain your product as your app succeeds.
● Failure to select the correct development and architectural approaches
● Failure to deliver to the right market the right product at the right time.

About the presenter
Experienced, inventive, passionate product management & software development professional who makes good things happen, delivering product on time & on budget without sacrificing one’s corporate culture.

Currently, I’m Product Manager at Teradata Applications for their Integrated Marketing Cloud: Marketing Operations products.

Prior to that, my experience includes:

● Product Manager for the Nation’s largest provider of school administration SaaS solutions;
● Managed the team who developed & delivered 120+ native apps for iOS & Android in just under six months;
● Architect of several RESTful & SOAP based web services, & 3rd party product integrations; and
● A background in successfully building &/or rebooting agile development teams delivering both SaaS & mobile offerings.

What should we know?
● Responsive Design – it’s not a strategy folks, knowing this will avoid common tactical blunders.
● Testing – it’s very different than laptops, heck, it’s very different between hybrid and native apps.
● Back End Infrastructure – sure your app looks good, but does it scale?
● Native vs. Hybrid vs. Web App – which approach best aligns with your product and business model?
● Store Submission – just because you’re agile, doesn’t mean places like iTunes can’t screw up your schedule.

How will this session help?
● Understand what MVP is, both at a product and story level.
● Successfully sustain and maintain your product as they grow in use
● Deliver to the right market the right product at the right time
● Correctly select the right most effective development and architectural approaches

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Replacing a $3 trillion dollar ecosystem and the power of collaborative innovation

David Cox
Cree
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How can this topic help you?
Markets and applications need Alliance Development and Collaborative innovation to move markets.

This talk shows how Cree is applying Alliance Development and Collaborative innovation to change 135 year old industry with three trillion dollars of installed inefficient lighting enable fast adoption of solid state lighting.

What is at stake?
Continue to work independently and you will likely struggle to make major breakthroughs that you are striving for.

About the presenter

David Cox serves Cree, Inc. as the Director of Alliance Development and leads the company’s effort to create a global LED lighting ecosystem to replace 135 years of traditional inefficient lighting. In this role David is a thought leader speaking and educating at industry events globally.  He helps lighting suppliers and lighting manufactures make the transition from incumbent light sources to solid state lighting using the latest Cree LED components. He also led Cree’s effort to create the web-based lighting design tool, Lighting Application Builder (LAB), which simplifies the component-selection process for building LED luminaires.
David contributed to many industry-leading reference designs, ground breaking applications notes and technical articles. Previously David served as channel technical manager for Cree, enabling Cree’s Channel partners help lead the LED lighting revolution by developing and delivering innovative LED lighting system solutions that helped customer win in their perspective markets. David’s prior experience includes fifteen years as an applications engineer and engineering manager for Future Electronics. Before joining Future Electronics, David worked as a design engineer designing 50KVA-4MVA Three Phase UPS’s for Exide Electronics (later renamed Powerware and Eaton Powerware).
David received a BS in electrical engineering from North Carolina State University in 1992.   David is an award winning luminaire designer with 20+ years of systems expertise.

He is a member of the following organizations:

  • Illuminating Engineering Society (IES)
  • American Lighting Association (ALA)
  • Society of Motion Picture and
    Television Engineers (SMPTE)
  • Power Source Manufacturing Society (PSMA)
  • Surface Mount Technology Association (SMTA)
  • IEEE

What should we know?
Alliance Development and collaboration is important in any industry & market.

How will this session help?
Understanding the value of Alliance Development and collaboration will enable you to learn and grow your skills and be able to discover an opportunity where you once saw nothing.

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What’s your Culture like Dude?

Lee Prevost
Chief Strategy Officer
Dude Solutions, Inc
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How can this topic help you?
1) Discussion of the importance of culture and core values to business success and how this relates to product strategy
2) Who defines your brand? And what is the role of the user experience in it?
3) How can you help your company define your brand and your core values?

 

What is at stake?
Product success ultimately is driven by connecting your team’s distinctive competencies to your core client’s problems. I’m a technical person with an engineering background. Too often, I made the mistake of thinking success was about features or functions or the latest of technologies. I thought my software “tool” was bought based on my “tools’ function points. but, it often wasn’t. My clients really didn’t want a tool at the end of the day – they wanted their business problem solved. Did they want the “drill” when they went to the hardware store, or did they really just want the hole?

About the presenter
Early in my career as a Product Marketing Manager for a software company, I learned the importance of brand, understanding market problems, understanding core competencies of the team, and the value of culture and mission to the company. My career track has been primarily in the sales/marketing function after obtaining my Electrical Engineering Degree at NCSU. I spent my early years in the OEM embedded controls industry, the building controls industry, and the software industry. In 1999, I co-founded SchoolDude which is now part of Dude Solutions, Inc where I was President of SchoolDude until January 2015. SchoolDude provides a suite of software as a service solutions that help schools, colleges, and private schools manage their operations more efficiently. The company currently serves approximately 6,000 schools and colleges. SchoolDude is part of Dude Solutions, Inc which is providing work management and operations management solutions to 4 key vertical industries including education, healthcare, government, and membership organizations. After 15 years of “bootstrapping,” the company announced an investment of a much as $100M from private equity giant Warburg Pincus to fuel the companies growth strategies. Since the announcement last February, the company has grown from approximately 250 employees to over 400 including a significant ramp up on product engineering with an Agile onshore center located in the Cary office.. Lee currently serves as Chief Strategy Officer of Dude Solutions, Inc.

What should we know?
1) Dude’s journey around building culture and core values in the company and the importance of this to success
2) How this relates to product strategy

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