Deciphering the Marketing Battlefield

Deciphering the Marketing Battlefield is a forum for marketing executives to discuss growth strategies for software companies. Thanks to data analytics, integrated marketing platforms, and multichannel delivery systems marketing is not just evolving, it is more linked to technology and other departments than ever before. It is more important than ever for marketing to not only align their marketing channels but also be strategically aligned within the organization. This one-day event will provide insights to help you strategically align for business growth, leverage innovations to solve marketing challenges, and maximize the performance of your company. In addition, you will network with peers during interactive sessions and networking opportunities in this exclusive, private environment.

Date: May 5, 2015
Location: The Palace Hotel
              2 New Montgomery Street
              San Francisco, CA 94105

Qualified marketing executives and SIIA members are invited to attend as our VIP guests. However, registration is required as space is limited. RSVP here to reserve your spot today.

Non-SIIA members are welcome to attend for a $299 fee - register here.

For more information on the event or sponsorships please contact Rhianna Collier.

Tuesday, May 5

8:30 a.m. - 9:00 a.m.

Registration, Breakfast, Networking

9:00 a.m. - 9:15 a.m.

Welcome Remarks


Rhianna Collier, VP & Managing Director, Software & Services Division, SIIA

9:15 a.m. - 9:45 a.m.

Keynote: Using Thought Leadership/Customer Evangelism to Align Marketing, Sales, Product and Customer Success


Loren McDonald, Vice President of Industry Relations, Silverpop, an IBM Company

9:45 a.m. - 10:30 a.m.

Determining the Right Marketing Mix

Marketing involves finding out what your customers want and then meeting their needs. To satisfy your customers, marketers must create a successful mix of: the right product or service sold in the right place, at the right time, and at the right price using the most effective forms of promotion. In this session executives will discuss how they create and execute an effective mix of marketing tactics.


Richard Dym, CMO, GageIn


Suresh Balasubramanian, CEO, LiveHive

Nicola Rossetti, Vice President, Global Marketing, etouches

10:30 a.m. - 10:50 a.m.

Networking Break

10:50 a.m. - 11:35 a.m.

Breaking Through the Metrics Clutter

The most successful marketers look at specific metrics to drive their marketing efforts. But, in our always-on world, the amount of information we collect can be overwhelming. So what metrics can help drive marketing success and what metrics does your CEO and/or your board care about? In In this session leading marketers will discuss how to break through the metrics clutter and focus on the top quantifiers for growth.


Tom Grubb, Chief Strategy Officer, Digital Pi


David Fowler, Vice President of Marketing, INetU

Manuel Jaffrin, COO & Founder, GetApp

11:35 a.m. - 12:20 p.m.

Customers - Placing Them at the Center of Your Marketing World


Ardath Albee, CEO, Marketing Interactions


Hugo Angelmar, Head of Demand Generation, Bluenose Analytics, Inc

Doug Bewsher, CEO, Leadspace

Kevin Novak, CEO and Founder, 2040 Digital

Anaal Patel, Director, Product Marketing, Totoango

12:20 p.m. - 1:20 p.m.

Networking Lunch

1:20 p.m. - 1:50 p.m.

Presentation: Why Funnel Metrics are Essential to Marketing Operations

Funnels are a terrific tool for understanding your sales and marketing operation works.  In fact, when I would join a new company, getting the data and creating the funnel would be one of the first things I would do as the new VP of marketing.  The reason funnels are so critical as a tool is that they provide 3 pieces of very valuable information which can help you understand where your business is and where you might make investments to improve: Volume, Conversion Rates, and Velocity.  In this session we'll talk about the fundamentals of funnel metrics and how to use this kind of data to optimize your sales and marketing spend.


Bonnier Crater, President & CEO, Full Circle CRM, Inc.

1:50 p.m. - 2:35 p.m.

Simplifying the Complicated

Are you overwhelmed by your marketing? As marketers we want to try every new trend but is it time to take a step back and think simplicity. You don’t have to do everything and be everywhere just because the internet says so. Who is my target market? What are my goals? What is working? In this session we will discuss how to simplify things over and over again to make sure you keep your audience listening even when things get noisy for them.


Ken Rutsky, President, KJR Associates


Bonnier Crater, President & CEO, Full Circle CRM, Inc.

Brad Mehl, CEO, Lively

2:35 p.m. - 3:20 p.m.

Effective Marketing Strategies - How Leading Marketers are Deciphering the Battlefield


Richard Dym, CMO, GageIn


Umberto Milletti, CEO & Founder, InsideView

Terry Starr, Director, Social Media & Events, Dice

3:20 p.m. - 3:30 p.m.

Closing Remarks

3:30 p.m. - 4:30 p.m.

Marketing Happy Hour