Thursday, October 28th - EST/EDT (Eastern Daylight, GMT-4)
In 2010, world-renowned game designer Jane McGonigal led a future simulation for more than 20,000 participants, set in the year 2020. She asked the global community of players to predict how they would adapt to a series of cascading future crises: a respiratory pandemic that started in China, a conspiracy group called Citizen X spreading dangerous misinformation on social media, and historic wildfires on the West Coast of the United States. When the real year 2020 unfolded in uncannily similar ways, she followed up with players and found that they were able to adapt faster, and felt less shock and anxiety. Moreover, the surprising things players predicted they would do, the whole world actually did when a real pandemic hit. In this session, find out how she made her super-accurate forecast ten years in advance, why social simulations are the best way to prepare for the future, and what McGonigal encourages you to start simulating now, to get ready for the next decade.
- Jane McGonigal - NYT Best-Selling Author, Reality is Broken, SuperBetter: The Power of Living Gamefully, Inventor, SuperBetter
As cofounder of Marketo and founder of Engagio, Jon Miller predicted the rise of marketing automation and account-based marketing — and now he’s setting out new predictions for the next generation of B2B go-to-market. He’ll discuss how traditional go-to-market has failed and how companies can focus on the experiences they deliver to prospect and customer accounts to set themselves apart from the competition.
At the end of this session you will be able to:
- Implement account-based best practices like the experts at Demandbase
- Recognize what works — and doesn't — for engaging accounts in conjunction with sales
- Know what's in store for B2B marketing in the next 10 years
- Jon Miller - CMO, Demandbase
- Marcus Collins - Head of Planning, Wieden+Kennedy New York
Content-Based Marketing (CBM) is a new demand generation technique that utilizes content consumption as the indicator of potential purchaser intent. Unlike traditional content syndication and intent marketing, Content Based Marketing captures a wealth of content consumption information that identifies the person, role, company, even industry segment, and analyzes how content in engaged with by those entities.
Content-Based Marketing lets marketers make informed decisions on content marketing, based upon engagement and consumption patterns of their and their competitors’ content.
In this presentation, Ben Luck, Chief Data Scientist of Contentgine, and CMO, Ian Dix, will explain where the concept of content-based marketing came from, the progression from content syndication to a wealth of content information provided by content-based marketing – and then a look at what marketers need to do to create a successful CBM strategy.
- Ben Luck - Chief Data Scientist, CONTENTgine
- Ian Dix - Chief Marketing Officer, CONTENTgine
Marketing is evolving. Yes, again. It’s dangerous to ever predict the future of anything, and of course marketing is even harder to predict. But the last 18 months have given us a unique insight into the disruptions and accelerated changes coming to the practice of marketing. Let’s explore the four disruptions we’ve seen over the last 18 months – and how they might re-define what marketing really means within the next decade.
- Robert Rose - Chief Strategy Advisor, Content Marketing Institute
- Leslie Talbot - Senior Vice President, Strategic Marketing, Corporate Visions