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May 30 - 31, 2019|San Francisco, USA

2019 Provisional Agenda

To ensure the most current, relevant and ultimately useful agenda possible, we will be augmenting the below with new case studies and session tweaks as the event approaches.

Stay up to date with the latest speakers and agenda. Alternatively let us know your thoughts, suggest topics and speakers, get in touch now aaron@incite-group.com

CMO Keynotes – The Future of Marketing
08:30 - 09:00

Keep brand relevancy in an ever-changing world. Find your purpose, reinvent a legacy, culture innovation and truly embrace digital transformation.

08:30 - 09:00
What Do You Stand For? – Purpose Driven Marketing For A Value-Based Brand

Nike sacrificed everything to believe in Kapernick, Toms donated one for one and Patagonia’s 1% lives with environmental purpose. The truth is as many as 55% of consumers are willing to pay more to a brand that aligns with their beliefs. What is the purpose of your brand? What do you stand for? and perhaps most importantly of all how do you communicate it authentically?

  • Embrace brand values that are authentic and relevant to your tribe.
  • Connect your customers with something they believe in. Be the conduit between customers and cause.
  • Spread the message - craft a simple, shareable narrative.
09:00 - 09:30
A Brave New World – Developing A Culture of Marketing Innovation

Marketing is dead! …at least according to Harvard Business Review, Forbes and Gartner it is. The reality isn’t doom and gloom, but it is becoming increasingly difficult to reach your customer. Innovation is crucial. Ensure that you are prepared to swiftly take advantage of new opportunities. Develop a strategy that inspires ambitious ideas, pioneers new technologies and embraces change.

09:30 - 10:00
The Evolving Role of the Chief Marketing Officer

The role of the Chief Marketing Officer (CMO) undergoes more change than any other member of the C-suite. No longer responsible for simply owning the brand and delivering creativity in the business, a modern CMO must provide real growth and tangible ROI. An open discussion on how CMOs need to adapt and transform, or face being replaced by new titles like Chief Growth Officer and Chief Customer Officer.

09:30 - 10:00
Authentically Building Brand Relevancy and Loyalty with Generation Z

Teenagers, are ever-evolving, which means you must continually update your strategy to stay relevant. Employ multimethod approaches to inform and evaluate the creative work, with pre-campaign market testing to develop strategy, and postcampaign evaluation to measure performance.

09:30 - 10:00
Metrics That Matter – The Ultimate CMO Dashboard

Brands reach their consumers in more ways than ever before and it’s vital that you have a clear understanding of what’s working.

  • What matter most to CMO’s? Find out what their dashboards are tracking.
  • Move beyond vanity KPIs - Reliable measurement and insights for when your failing fast and need to learn faster.
09:30 - 10:00
Reinventing email and SMS for today’s Customer - Unleash the power of connected experiences

Each day businesses connect with their clients through billions of emails and SMS messages. Yet these formats have remained largely unchanged for over 10 years. That is all about to change, as marketers can now augment their messages with rich media, personalization and interactivity, all backed up with advanced analytics.

  • The Next Era of Mobile Messaging

Millions of businesses rely on SMS to communicate with mobile consumers. Credit card fraud alerts, flight status updates, and package delivery notifications are common examples of business-to-consumer SMS. Though SMS meets the consumers needs for instant notification, it lacks the interactivity and personalization consumers expect.

Rich Business Messaging upgrades SMS with branding, rich media and analytics that lead to better consumer engagement. With RBM, businesses can bring branded, interactive mobile experiences, right to the default messaging app. By 2020, 86% of smartphones will be RBM-enabled. Join a Google expert to learn about the future of messaging and how major brands like Subway and Booking.com are already using this technology to reach their customers.

  • Email for the Future

More than 270B emails are sent each day. Gmail recently added support for dynamic content within email by using the fast and secure AMP framework, enabling emails to provide more engaging, interactive and actionable user experiences. With AMP for email, users can take actions directly in emails and emails can be kept up-to-date and never get stale throughout the day. Join Google to learn how you can engage your audiences in a new way.

Emotive Creative and Engaging Storytelling
08:30 - 09:00

Cut through the noise with impactful interactions that inspire. Tell stories that engage on an emotional level but are grounded in brand.

08:30 - 09:00
Storytelling Deconstructed - The Hard Data Behind Emotive Creative.

They may be crying at Cannes, but just how engaging was that tear jerking creative? How much revenue did it generate? And what affect did it have on your overall brand? Sometimes we need to know the hard numbers behind an emotional experience. Learn how to marry an imaginative mindset with a disciplined analytical one, to drive great storytelling and even better results.

  • Key metrics and strategies for measuring success and engagement.
  • Develop a comprehensive picture of storytelling returns.
  • Use data to inspire future campaigns.
09:00 - 09:30
Engaging Storytelling at Scale - Think like a Publisher Not a Salesman

Creative is no longer about creating commercials. Today’s brands need to tell engaging and emotive stories, that connect their brand to multiple audiences. In essence they need to think like a publisher and not a salesperson. Learn how the modern marketer can create and distribute engaging content on an enterprise scale just like a publisher

  • Find or create engaging stories that are authentic to your product and brand.
  • Embed brand identity into every piece of content.
  • Break through the noise with content that connects, not just sells.
09:30 - 10:00
Capturing Lightning in a Bottle – Relevant & Timely Creative

Tap into current events and cultural phenomena and boost the reach, relevancy and effectiveness of your content.

  • Enable agility with effective budget planning, team structure and cross agency collaboration.
  • Use recent news stories and events to communicate your brand values.
  • Create an exciting cultural calendar to inform your production plans ahead of time.
Understanding and Personalizing Customer Journeys
08:30 - 09:00

Fully understand your customer and their journey to unlock data-driven personalized experiences at moments that matter.

08:30 - 09:00
Customizing the Customer Journey

Cut through the noise with tailored messaging at moments that matter. Leverage customer insights to identify opportune moments to deliver unique, customized experiences.

  • What opportunities are there to deliver personalized messaging?
  • Think small - translate larger brand narrative into specific messaging for smaller targeted groups.
09:00 - 09:30
How much is too much? - Effective but Efficient Personalization

Today’s customers expect to be served relevant, personalized content but rarely do they fit into neat little boxes. What is the most effective way to segment customers and how personalized do you need to be effective?

  • How tailored does your messaging need to be, in order to be effective?
  • Where and when? Which touchpoints / channels benefit most from tailored messaging
  • How can you take only small number of inputs/ customer interactions and still deliver effective personalization?
09:30 - 10:00
The Joy of CX - Personal Experiences at Moments that Matter

Map out sophisticated user journeys and provide unique data-driven experiences for your customer. Utilize customer information, interaction triggers and more to deliver targeted messaging and meaningful creative.

  • Deliver a holistic seamless experience across multiple channels.
  • Find the right mix of touchpoints, triggers and insights to tailor the experience.
09:30 - 10:00
Is Multi-Touch Attribution too good to be true? – A Practical Approach to Marketing Measurement

Customer Journeys are more complex than ever before, and first/last touch attribution is no longer an effective way to measure the performance of your marketing. However multi-touch attribution is hard to implement and far from perfect. Take a holistic approach to measuring the impact of each channel and touch point of the customer journey.

  • Implement an omni-channel tech stack to help you join the dots and get the full picture.
  • How important is multi touch attribution.
  • Learn how the industry is working to clean up Multi-Touch data.
09:30 - 10:00
Artificial” drives “Authentic”: Humanizing Marketing with Artificial Intelligence

Today’s CMO juggles multiple roles – from being the voice of an organization, to driving 1:1 personalized experience for customers.  Increasingly however, as organizations become more customer-focused, CMOs are also tasked with reimagining the business itself. AI has long been heralded as a gamechanger in this regard. But can AI really empower marketers to deliver authentic experiences?

Buried under jargon and esoteric rules, AI and its applications are often poorly understood, relegated to buzzwords and blog posts. This session seeks to change that status quo. Discover how AI makes the leap from theory to practice, and how marketers can leverage AI to build reliable, efficient, and insightful tools that generate deep and actionable customer insights and Interactions. Because it’s clear that for CMOs to truly embrace AI, it needs to become a strategic partner that can help enhance and manage all their myriad responsibilities, including customer insights, content and lead generation, marketing automation, programmatic advertising, and even brand strategy and experience.

Explore the transformative power of AI in fuelling ‘heart-felt’ customer engagement, ‘empathy and sentiment-based conversations, and ‘bursts of emotions’ that elevate customer experiences from artificial to authentic, and from average to exceptional. Learn how AI-driven insights can give marketers an inside out, re-vitalized understanding of their customers, and help them deliver experiences that are personalized, delightful, and at scale.

Impactful Influencer Marketing and Innovative Social Content
08:30 - 09:00

Amplify your reach! Create and distribute a large amount of content with less effort and lower overheads. The formula for social success: collaborate with the right influencer’s, empower employees, leverage live streaming and engage with ephemeral.

08:30 - 09:00
A Brief Encounter – Tell Short Stories with Ephemeral Content to Increase your reach.

The impermanent nature of ephemeral content such as Instagram and Snapchat stories is incredibly popular with the millennial demographic and a great opportunity to boost your organic reach.

  • Elicit an Immediate Response – Create a sense of urgency fuelled by a fear of missing out.
  • Develop a strategy that allows you to create a large amount of content with less effort and lower overheads.
09:00 - 09:30
Go Live! – Live Streaming Strategies to Grow an Engaged Audience.

As intimidating as streaming live might be to some, it is an unmissable opportunity favoured by both your customers and Facebook’s newsfeed algorithm. Develop a consistent strategy to efficiently build brand credibility, reach new customers and engage in real time.

  • Build an emotional & personal connection through two-way storytelling.
  • Leverage the platform to keep the pulse on customer interests & opportunities.
09:30 - 10:00
Use Data to Drive Impactful Influencer and Micro Influencer Programs

Influencer marketing is great way to both amplify your reach and build brand relevancy but finding a charismatic or informative influencer isn’t enough to be successful.  Ensure you are reaching the right demographics with a strategy driven by data and grounded in audience insight.

  • Analyse audiences to identify influencers with the right balance of reach and relevancy for your brand.
  • Influencer coaching – strategies to get the most out of the influencers you work with.
  • Peak engagement ratio and why Micro Influencers matter.
09:30 - 10:00
Empowering Employees to become Trusted advisors, Brand Ambassadors and Social Sellers

Learn about the benefits of a comprehensive employee advocacy program—and strategies for implementing one in your organization/ sales team.

  • Get good uptake, help your employees see the benefits
  • Build a content library and ensure the right people get the right content
  • Practical tips to keep your employees informed, engaged, and authentic
  • How to measure real business outcomes from your advocacy programs
CMO Keynotes – The Future of Marketing
08:30 - 09:00

Keep brand relevancy in an ever-changing world. Find your purpose, reinvent a legacy, culture innovation and truly embrace digital transformation.

08:30 - 09:00
What Do You Stand For? – Purpose Driven Marketing For A Value-Based Brand

Nike sacrificed everything to believe in Kapernick, Toms donated one for one and Patagonia’s 1% lives with environmental purpose. The truth is as many as 55% of consumers are willing to pay more to a brand that aligns with their beliefs. What is the purpose of your brand? What do you stand for? and perhaps most importantly of all how do you communicate it authentically?

  • Embrace brand values that are authentic and relevant to your tribe.
  • Connect your customers with something they believe in. Be the conduit between customers and cause.
  • Spread the message - craft a simple, shareable narrative.
09:00 - 09:30
A Brave New World – Developing A Culture of Marketing Innovation

Marketing is dead! …at least according to Harvard Business Review, Forbes and Gartner it is. The reality isn’t doom and gloom, but it is becoming increasingly difficult to reach your customer. Innovation is crucial. Ensure that you are prepared to swiftly take advantage of new opportunities. Develop a strategy that inspires ambitious ideas, pioneers new technologies and embraces change.

09:30 - 10:00
The Evolving Role of the Chief Marketing Officer

The role of the Chief Marketing Officer (CMO) undergoes more change than any other member of the C-suite. No longer responsible for simply owning the brand and delivering creativity in the business, a modern CMO must provide real growth and tangible ROI. An open discussion on how CMOs need to adapt and transform, or face being replaced by new titles like Chief Growth Officer and Chief Customer Officer.

09:30 - 10:00
Authentically Building Brand Relevancy and Loyalty with Generation Z

Teenagers, are ever-evolving, which means you must continually update your strategy to stay relevant. Employ multimethod approaches to inform and evaluate the creative work, with pre-campaign market testing to develop strategy, and postcampaign evaluation to measure performance.

09:30 - 10:00
Metrics That Matter – The Ultimate CMO Dashboard

Brands reach their consumers in more ways than ever before and it’s vital that you have a clear understanding of what’s working.

  • What matter most to CMO’s? Find out what their dashboards are tracking.
  • Move beyond vanity KPIs - Reliable measurement and insights for when your failing fast and need to learn faster.
09:30 - 10:00
Reinventing email and SMS for today’s Customer - Unleash the power of connected experiences

Each day businesses connect with their clients through billions of emails and SMS messages. Yet these formats have remained largely unchanged for over 10 years. That is all about to change, as marketers can now augment their messages with rich media, personalization and interactivity, all backed up with advanced analytics.

  • The Next Era of Mobile Messaging

Millions of businesses rely on SMS to communicate with mobile consumers. Credit card fraud alerts, flight status updates, and package delivery notifications are common examples of business-to-consumer SMS. Though SMS meets the consumers needs for instant notification, it lacks the interactivity and personalization consumers expect.

Rich Business Messaging upgrades SMS with branding, rich media and analytics that lead to better consumer engagement. With RBM, businesses can bring branded, interactive mobile experiences, right to the default messaging app. By 2020, 86% of smartphones will be RBM-enabled. Join a Google expert to learn about the future of messaging and how major brands like Subway and Booking.com are already using this technology to reach their customers.

  • Email for the Future

More than 270B emails are sent each day. Gmail recently added support for dynamic content within email by using the fast and secure AMP framework, enabling emails to provide more engaging, interactive and actionable user experiences. With AMP for email, users can take actions directly in emails and emails can be kept up-to-date and never get stale throughout the day. Join Google to learn how you can engage your audiences in a new way.

Download your event brochure

Full speaker list • Full conference agenda • Audience breakdown

Emotive Creative and Engaging Storytelling
08:30 - 09:00

Cut through the noise with impactful interactions that inspire. Tell stories that engage on an emotional level but are grounded in brand.

08:30 - 09:00
Storytelling Deconstructed - The Hard Data Behind Emotive Creative.

They may be crying at Cannes, but just how engaging was that tear jerking creative? How much revenue did it generate? And what affect did it have on your overall brand? Sometimes we need to know the hard numbers behind an emotional experience. Learn how to marry an imaginative mindset with a disciplined analytical one, to drive great storytelling and even better results.

  • Key metrics and strategies for measuring success and engagement.
  • Develop a comprehensive picture of storytelling returns.
  • Use data to inspire future campaigns.
09:00 - 09:30
Engaging Storytelling at Scale - Think like a Publisher Not a Salesman

Creative is no longer about creating commercials. Today’s brands need to tell engaging and emotive stories, that connect their brand to multiple audiences. In essence they need to think like a publisher and not a salesperson. Learn how the modern marketer can create and distribute engaging content on an enterprise scale just like a publisher

  • Find or create engaging stories that are authentic to your product and brand.
  • Embed brand identity into every piece of content.
  • Break through the noise with content that connects, not just sells.
09:30 - 10:00
Capturing Lightning in a Bottle – Relevant & Timely Creative

Tap into current events and cultural phenomena and boost the reach, relevancy and effectiveness of your content.

  • Enable agility with effective budget planning, team structure and cross agency collaboration.
  • Use recent news stories and events to communicate your brand values.
  • Create an exciting cultural calendar to inform your production plans ahead of time.

Download your event brochure

Full speaker list • Full conference agenda • Audience breakdown

Understanding and Personalizing Customer Journeys
08:30 - 09:00

Fully understand your customer and their journey to unlock data-driven personalized experiences at moments that matter.

08:30 - 09:00
Customizing the Customer Journey

Cut through the noise with tailored messaging at moments that matter. Leverage customer insights to identify opportune moments to deliver unique, customized experiences.

  • What opportunities are there to deliver personalized messaging?
  • Think small - translate larger brand narrative into specific messaging for smaller targeted groups.
09:00 - 09:30
How much is too much? - Effective but Efficient Personalization

Today’s customers expect to be served relevant, personalized content but rarely do they fit into neat little boxes. What is the most effective way to segment customers and how personalized do you need to be effective?

  • How tailored does your messaging need to be, in order to be effective?
  • Where and when? Which touchpoints / channels benefit most from tailored messaging
  • How can you take only small number of inputs/ customer interactions and still deliver effective personalization?
09:30 - 10:00
The Joy of CX - Personal Experiences at Moments that Matter

Map out sophisticated user journeys and provide unique data-driven experiences for your customer. Utilize customer information, interaction triggers and more to deliver targeted messaging and meaningful creative.

  • Deliver a holistic seamless experience across multiple channels.
  • Find the right mix of touchpoints, triggers and insights to tailor the experience.
09:30 - 10:00
Is Multi-Touch Attribution too good to be true? – A Practical Approach to Marketing Measurement

Customer Journeys are more complex than ever before, and first/last touch attribution is no longer an effective way to measure the performance of your marketing. However multi-touch attribution is hard to implement and far from perfect. Take a holistic approach to measuring the impact of each channel and touch point of the customer journey.

  • Implement an omni-channel tech stack to help you join the dots and get the full picture.
  • How important is multi touch attribution.
  • Learn how the industry is working to clean up Multi-Touch data.
09:30 - 10:00
Artificial” drives “Authentic”: Humanizing Marketing with Artificial Intelligence

Today’s CMO juggles multiple roles – from being the voice of an organization, to driving 1:1 personalized experience for customers.  Increasingly however, as organizations become more customer-focused, CMOs are also tasked with reimagining the business itself. AI has long been heralded as a gamechanger in this regard. But can AI really empower marketers to deliver authentic experiences?

Buried under jargon and esoteric rules, AI and its applications are often poorly understood, relegated to buzzwords and blog posts. This session seeks to change that status quo. Discover how AI makes the leap from theory to practice, and how marketers can leverage AI to build reliable, efficient, and insightful tools that generate deep and actionable customer insights and Interactions. Because it’s clear that for CMOs to truly embrace AI, it needs to become a strategic partner that can help enhance and manage all their myriad responsibilities, including customer insights, content and lead generation, marketing automation, programmatic advertising, and even brand strategy and experience.

Explore the transformative power of AI in fuelling ‘heart-felt’ customer engagement, ‘empathy and sentiment-based conversations, and ‘bursts of emotions’ that elevate customer experiences from artificial to authentic, and from average to exceptional. Learn how AI-driven insights can give marketers an inside out, re-vitalized understanding of their customers, and help them deliver experiences that are personalized, delightful, and at scale.

Download your event brochure

Full speaker list • Full conference agenda • Audience breakdown

Impactful Influencer Marketing and Innovative Social Content
08:30 - 09:00

Amplify your reach! Create and distribute a large amount of content with less effort and lower overheads. The formula for social success: collaborate with the right influencer’s, empower employees, leverage live streaming and engage with ephemeral.

08:30 - 09:00
A Brief Encounter – Tell Short Stories with Ephemeral Content to Increase your reach.

The impermanent nature of ephemeral content such as Instagram and Snapchat stories is incredibly popular with the millennial demographic and a great opportunity to boost your organic reach.

  • Elicit an Immediate Response – Create a sense of urgency fuelled by a fear of missing out.
  • Develop a strategy that allows you to create a large amount of content with less effort and lower overheads.
09:00 - 09:30
Go Live! – Live Streaming Strategies to Grow an Engaged Audience.

As intimidating as streaming live might be to some, it is an unmissable opportunity favoured by both your customers and Facebook’s newsfeed algorithm. Develop a consistent strategy to efficiently build brand credibility, reach new customers and engage in real time.

  • Build an emotional & personal connection through two-way storytelling.
  • Leverage the platform to keep the pulse on customer interests & opportunities.
09:30 - 10:00
Use Data to Drive Impactful Influencer and Micro Influencer Programs

Influencer marketing is great way to both amplify your reach and build brand relevancy but finding a charismatic or informative influencer isn’t enough to be successful.  Ensure you are reaching the right demographics with a strategy driven by data and grounded in audience insight.

  • Analyse audiences to identify influencers with the right balance of reach and relevancy for your brand.
  • Influencer coaching – strategies to get the most out of the influencers you work with.
  • Peak engagement ratio and why Micro Influencers matter.
09:30 - 10:00
Empowering Employees to become Trusted advisors, Brand Ambassadors and Social Sellers

Learn about the benefits of a comprehensive employee advocacy program—and strategies for implementing one in your organization/ sales team.

  • Get good uptake, help your employees see the benefits
  • Build a content library and ensure the right people get the right content
  • Practical tips to keep your employees informed, engaged, and authentic
  • How to measure real business outcomes from your advocacy programs
Aaron Jackson

Aaron Jackson

Lead Project Director
Incite Group

UK: +44 (0) 207 375 7244

Email: aaron@incite-group.com

Download the detailed event brochure

Complete speaker line-up • Program for all tracks & sessions • Audience breakdown