NEDMA's 56th Annual Conference Presentations Are Available for Download

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2018 Program

Schedule-at-a-Glance 
 

8:45 - 9:40

Welcome

Mariah Hunt, NEDMA President

Opening Keynote

"B2B Outlook: 5 Trends to Watch in 2018—And Beyond"

Beth Negus Viveiros, Managing Editor, Chief Marketer

9:50 - 10:40 Concurrent Sessions

 

DATA

DESIGN

DESIGN
MULTI-CHANNEL
 

10:40 - 11:20

Refreshment Break with the Exhibitors/Networking

11:20 - 12:10 Concurrent Sessions

 

MARKETING
TECHNOLOGY
DIRECT MAIL
LEAD GEN/SALES

12:20 -1:10

Lunch/Networking/Scholarship Awards

1:10 - 2:00


Keynote

“Cyber Security – what you need to know, what you need to do"
Brian S Chertok, EVP Strategy & Marketing, CyberScout

2:10 - 3:00 Concurrent Sessions

 

PANEL DISCUSSION:
 
MULTI-CHANNEL
CONTENT/INBOUND/CRM
PANEL DISCUSSION:
 
SOCIAL MEDIA

3:10 - 4:00

Closing Keynote

“Customer Experience, are you a lion? A gazelle? Does it matter?”
Tom Cates, CEO & Chief Story Teller, salesEQUITY, Inc.

4:00 - 5:00

Closing Cocktail Party with Ask the  Experts Roundtables

 

 

Get The Presentations From NEDMA's 56th

Annual Conference

SCHEDULE-AT-A-GLANCE
 

8:45 - 9:40 Welcome - Mariah Hunt, NEDMA President

KEYNOTE                                                                                                            

"B2B Outlook: 5 Trends to Watch in 2018—And Beyond"

Beth Negus Viveiros, Managing Editor, Chief Marketer

9:50 - 10:40 Concurrent Sessions
MOBILE
"The Scoop on Mobile: Reaching Mobile Consumers"
Christina J. Inge, Founder & CEO, Thoughtlight

 

DESIGN
"How great design creates emotional engagement and brand preference"
Dan Greenwald, CEO, Chief Creative Officer, White Rhino
 

MULTI-CHANNEL
"The Multi-channel Marketing Stack-New Tech That Makes Direct Mail A Digital Channel"
Dennis Kelly, CEO, Postalytics
 

DATA

“Getting your data organized for better opportunities and outcomes”
Mike Wilson, Director of Marketing Operations, Onduo

10:40 - 11:20 Refreshment Break with the Exhibitors/Networking
 

11:20 - 12:10 Concurrent Sessions

MARKETING TECHNOLOGY

"Become a Marketing Engineer"

Harry J. Gold, Founder & CEO, Overdrive Interactive

DIRECT MAIL

"Innovations in Tracking Your Mail-The value of tracking your mail in the ever changing post office operations"
Kerry Hannify, Director of Quality and Operational Initiatives, Data-Mail, Inc.

LEAD GEN/SALES
“Bullseye Marketing – Who Says Your Marketing Can’t Be Better, Faster and Cheaper”

Louis Gudema, Founder, revenue & associates

 

12:20 – 1:10  Lunch/Networking/Scholarship Awards

 

1:10 - 2:00 Keynote

“Cyber Security – what you need to know, what you need to do"
Brian S Chertok, EVP Strategy & Marketing, CyberScout

 

2:10  - 3:00 Concurrent Sessions


MULTI-CHANNEL
"How to Determine the Best Marketing Channel Mix through Creative, Data and Analysis" – a panel discussion
Panelists:
Shawna Parker, Director of Marketing, CAPA Global Education Network

Mike Gormley, Direct Marketing Expert  

Chuck La Tournous, President, Cavooza
Steven Atlas, Ph.D. – Assistant Professor of Marketing, College of Business, University of Rhode Island
Moderator: Cory Funk, Account Executive, Japs-Olson Company  

CONTENT/INBOUND/CRM

"Giving Something to Get Something: Creating Content that Attracts Customers".
Carol Bird, Content, Branding, & Digital Marketing Manager, MEDITECH

 

SOCIAL MEDIA

"Just be Yourself on Social Media"

A panel discussion led by Bob Cargill on the power and popularity of authenticity, transparency and immediacy on social media.

Moderator/speaker: Bob Cargill, Cargill Creative

Christine Perkett, Founder & CEO, PerkettPR

Jennifer Harvey. Director of Digital Media, Regan Communications 

Kate Porter 
 

3:10 - 4:00 Closing Keynote

CUSTOMER EXPERIENCE

“Customer Experience, are you a lion? A gazelle? Does it matter?”
Tom Cates, CEO & Chief Story Teller, salesEQUITY, Inc.

 

4:10 - 5:30 Closing Cocktail Party with Ask the  Experts Roundtables

 

SESSION DETAILS

 

Opening Keynote:

"B2B Outlook: 5 Trends to Watch in 2018—And Beyond"

Beth Negus Viveiros, Managing Editor, Chief Marketer

 

Business to business marketers have unique challenges—highly targeted customer bases, lengthy conversion cycles, competitive vertical markets and much more. Learn what you need to know to get ahead of the competition in five key areas that keep B2B marketers awake at night, including lead nurturing, sales & marketing integration, martech, email and connecting with buyers as real people.

 

Beth Negus Viveiros is the managing editor of Chief Marketer and the co-programming chair of B2B Connect to Convert. She has covered B2B, direct and online marketing for over 20 years at a number of industry publications, and helps oversee editorial content for the Chief Marketer Network, including the Chief Business Marketer and Chief Marketer Tech Talk enewsletters, and the CM 200, an exclusive ranking of the country’s top marketing agencies. She is a graduate of UMass Dartmouth and lives in the Boston area her husband, two sons, one cat and a collection of too many comic books to count. Follow her on Twitter at @CMBethNegus.

 

9:50 - 10:40 Concurrent Sessions

MOBILE

"The Scoop on Mobile: Reaching Mobile Consumers"
Christina J. Inge, Founder & CEO, Thoughtlight

Mobile is the current frontier of direct marketing. From reaching consumers with offers the moment they walk in a store, to targeted emails with an appealing mobile layout, mobile is transforming direct marketing in ways both radical and incremental. We'll look at case studies of some of the most successful mobile campaigns and learn the playbook for mobile success in:

 

  • Content

  • PPC

  • SEO

  • Email

  • Location-based

 

Topics covered will include:

·         Beacons and location-based technology

·         What are AMP pages and why they mean your site soon won't count as mobile friendly, no matter how it looks

·         How Google's algorithm changes will hit older sites in mid 2018

·         How to make the most of mobile email with any budget

 

Whether you're just starting with mobile marketing or a veteran, you'll come away with strategies for winning mobile consumers.

Christina Inge has been making technology and content work for organizations for over eighteen years. She has worked in both digital marketing and web development with organizations ranging from Pega Systems and Nissan to the Smithsonian and countless technology startups. She specializes in translating business requirements into a cohesive vision for technology implementation, across the web, mobile, customer relationship management (CRM), and data analytics. She has served as a leader and project manager recently on the implementation of a customized mobile e-commerce solution, mining web data analytics for the Smithsonian Archives of American Art, and creating social and CRM strategies for a WebRTC vendor. Her articles have been published in numerous industry publications.

 

DESIGN
"How great design creates emotional engagement and brand preference"
Dan Greenwald, CEO, Chief Creative Officer, White Rhino

 

Human beings are attracted to beautiful design. We value beautiful things more and perceive them as being higher quality – regardless if they actually are better. We engage emotionally with well designed things. On the other hand, for example, more than 90% of the reason users disengage from websites has been shown to be from poor design. And we make such visual assessments in about 50 milliseconds. That’s how long a designer has to make a good impression.
 

In this session, White Rhino Chief Creative Officer Dan Greenwald will dive into the importance of good design and why it so strongly affects us subconsciously and drives behavior.
 

Dan will discuss the growing trend that companies that place a higher value on design outperform companies that don’t - and he’ll provide examples from his own experience. He’ll show both good and bad examples of design and how those designs directly influence engagement, response rates, and purchasing behavior.
 

Dan Greenwald is the founder, CEO and Chief Creative Officer of White Rhino, a strategic marketing firm with offices in Boston and San Diego. Dan’s B2Me process combines principles of neuroscience, psychology, and marketing and is the driving force behind hundreds of marketing programs for B2B and healthcare companies, globally. Dan has been recognized with numerous industry awards for interactive, strategy, advertising, branding, and design work and is a frequent speaker for MBA programs at many Boston area universities.


MULTI-CHANNEL
"The Multi-channel Marketing Stack-New Tech That Makes Direct Mail a Digital Channel"
Dennis Kelly, CEO, Postalytics

Direct mail has a long and proven record as a high performing marketing channel, but is viewed as an offline channel, without any real integration with the core CRM and Marketing Automation systems that lie at the heart of modern marketing. Now, a new wave of technology advances are changing everything. Direct mail automation software is transforming direct mail from a disconnected, offline marketing effort into connected, modern and streamlined digital channel.

Direct mail isn't going anywhere, but it is changing - and you will need to change with it in order to leverage the channel effectively. 

 

Discover how direct mail automation:

·         fits into the modern market stack

·         used production processes that are now entirely digital

·         changes the way that marketers use direct mail

 

Lastly, you’ll learn how to efficiently create an effective direct mail program right from within your current marketing automation that both engages and provides value to your audience in a way that is most authentic to your business.

 

Dennis Kelly is CEO at Postalytics, a local software startup that helps direct marketers, agencies and print service providers develop highly effective multi-channel campaigns. He’s been founding, managing and financing Boston area tech firms for over 25 years that have focused on both B2B and B2C audiences. Dennis is a regular presenter at New England and national marketing conferences as well as Postalytics’ webinar series.

 

DATA
“Your data quality drives success or failure --Getting your data organized for better opportunities and outcomes”
Mike Wilson, Director of Marketing Operations, Onduo

Data: You think, “Ugh, it’s complex, messy, too detailed. It’s that thing the business analysts worry about. Why do I need to deal with it? Didn’t the new CRM system and marketing automation tool fix it?”

While user-friendly, web-based, on-demand marketing tools are everywhere, they still require smart people like you to be truly effective. Whether you are executing a standard DM program or pushing a complex, multi-variable email campaign – a core element of your success is driven by the customer and prospect data available.

In this session, you will:

 

·         Understand the various data environments and how to effectively navigate through them

·         Learn how to focus on insights and variables that are most important to campaign success

·         Understand how data management and business rules make or break CRM systems and automation tools

·         Gain practical knowledge on steps you can immediately take to improve data driven programs

·         Be able to develop a roadmap for optimizing data elements for all cross-channel efforts

·         Further your marketing hero status!


Mike Wilson brings over 20 years of targeted marketing experience to the table. He is excited to share his background in implementing personalized marketing strategies with his clients – starting with strategic planning and following it through cross-channel marketing development and execution. He has partnered with Fortune 100 clients to build comprehensive, data driven marketing plans, with specialty experience in the development and execution of large-scale loyalty marketing programs, CRM and marketing operations. Mike has developed programs and partnered and led initiatives with such clients as American Express, Intercontinental Hotels Group, Delta Airlines, American Eagle, General Motors, AT&T and Federal Express. He has led teams at large and mid-size agencies and organizations: Digitas, Hill/Holliday Advertising, Group 1-2-1 Direct Marketing, and Cohn & Wells.

 

10:40 - 11:20 Refreshment Break with the Exhibitors/Networking
 

11:20 - 12:10 Concurrent Sessions

MARKETING TECHNOLOGY

"Become a Marketing Engineer"
Harry J. Gold, Founder & CEO, Overdrive Interactive

Today, in order to be a great marketer, one must truly become a Marketing Engineer. Now does that mean you have to understand source code and programming to be successful – of course not. However, it does mean that you have to be conversant in the technologies that we marketers use every day, such as Paid Search, SEO, Social Media, and Web Development. You need to understand how all the best practices and platforms we use come together to create a marketing infrastructure, customer journey and sales funnel.  In this session you will learn to:

·         Plot out a customer journey and its marketing tech stack components

·         Visualize your marketing infrastructure

·         Strike emotional chords so prospects pay attention

·         Focus creative on conversion and engagement so prospects take action

·         React to prospects behavior and data with marketing automation and personalization

·         Measure what works and doesn’t work

·         How to become a Marketing Engineer!

 

Come ready to learn, ask questions and truly evolve how you approach digital marketing!

 

Harry Gold is the Founder and CEO of Overdrive Interactive, an award winning digital marketing firm in Boston, that has served top companies such as Harley-Davidson, GE, IBM, Dow Jones, John Hancock, AXA, Principal Financial, AAA, AIG, Dell/EMC, Bazooka Candy Brands, Samsonite, Cold-EEZE, Partners Healthcare and the Rockettes. Harry’s primary mission is to create innovative online marketing programs and to share the strategies and tactics behind those programs with both Overdrive’s clients and the world. Harry was also was voted Direct Marketer of the Year by the New England Direct Marketing Association.

See how Overdrive Interactive helps clients win in the digital space. Read successful case studies, or grow your marketing expertise with the free webinars, infographics, and more on Overdrive's Knowledge Center.

 

DIRECT MAIL

​"Innovations in Tracking Your Mail-The value of tracking your mail in the ever-changing post office operations"
Kerry Hannify, Director of Quality and Operational Initiatives, Data-Mail, Inc.

 

Learn the value of tracking your mail, and how to keep pace with the ever changing world of USPS operations, from a mail tracking service provider and one of their tracking customers. See how you can watch as your mail travels through the postal facilities, and hear real life case studies about how tracking mail saved both a campaign and a customer!

Kerry Hannify has been in the Direct Mail industry for over 16 years. Her first job in the industry was as the Quality Manager in the Lettershop at Data-Mail.  She worked with tracking mail and PLANET codes during the USPS pilot program over a dozen years ago.

Since then, Kerry now is responsible for the Quality of the entire company including print, data processing and Lettershop.  One of the components of keeping happy clients, is meeting their expected in-home dates, and having the visibility to see where the mail is.  She is a daily user of Webtrack.

 

Kerry has her Bachelor’s Degree in Business Management from University of Vermont, and her Graduate degree in Engineering Management from Western New England College.  She is active in the Association of Marketing Service Providers (AMSP) where she once served as the President of the New England Chapter, the Postal Customer Council of Hartford, where she once served as the Industry Co-Chair, and holds certifications through the USPS, EMA, and HIPAA.
 

LEAD GEN/SALES
"Bullseye Marketing–Who Says Your Marketing Can’t Be Better, Faster and Cheaper"

Louis Gudema, Founder, revenue & associates

 

In this session you’ll learn about Bullseye Marketing, a contrarian approach to demand generation and business growth. While such popular programs as social media and inbound marketing get lots of attention, they often take 2-3 years and considerable budget and effort to have any real impact. In this session attendees will learn, with specific examples and data, how to use the three-phase

 

Bullseye Marketing approach to prioritize the fastest and least expensive ways to generate new leads and sales, scale a successful marketing program, and build internal organizational commitment to those longer-term programs.


In his 30 year career Louis Gudema has helped hundreds of companies from MIT startups to the Global 2000 improve their business results. He founded and led Magic Hour Communications, which initially provided marketing communications services for major companies. In 2013 he founded marketing consultancy revenue & associates, working primarily with small- and mid-sized companies. It was through his work with those firms that he developed the Bullseye Marketing approach.

Louis speaks frequently on marketing and business at regional and national events, and has written for such leading business sites as The Harvard Business Review, MarketingProfs, Chiefmartec, HubSpot, IDG Connect Marketer, TechTarget, VentureBeat, Econsultancy, Content Marketing Institute and many others. Louis is the author of Bullseye Marketing, which will be published in July.

 

12:15  - 1:00  Lunch/Networking/Exhibits
 

1:00 - 1:50 Keynote

 “Cyber Security–what you need to know, what you need to do.”

Brian S Chertok, EVP Strategy & Marketing, CyberScout

 

It’s no longer a question of whether you will be breached or not.  It’s pretty much guaranteed you will be.  In this session, Brian will take a look at what cyber threats look like and what you can do to make it tougher on cyber criminals.  Businesses are people too so we’ll be reviewing what steps they can take as well.

 

Brian Chertok has more than 20 years of global B2B marketing experience driving revenue growth and developing high performance teams by using a data-driven approach to increase marketing’s contribution to the sales pipeline. His previous experience includes roles at Kronos, Leo Burnett,  Siemens Business Services, Cognos, and Avid Technology. Brian has an M.S. degree from Pratt Institute and an M.B.A from Columbia University.


2:00 - 2:50 Concurrent Sessions


MULTI-CHANNEL
"How to Determine the Best Marketing Channel Mix through Creative, Data and Analysis" – a panel discussion
Panelists:
Shawna Parker, Director of Marketing, CAPA Global Education Network  

Mike Gormley, Direct Marketing Expert  

Chuck La Tournous, President, Cavooza 
Steve Atlas, Ph.D., Assistant Professor of Marketing, College of Business, University of Rhode Island
Moderator: Cory Funk, Account Executive, Japs-Olson Company  


What marketing channel is best for your organization? Offline? Online? Social? Maybe a mix? Sometimes it can feel like a big black box. Engage with our panel of industry leaders and learn how they are leveraging data-driven online, social and direct mail channels to increase response, conversion and ROI. Representing a variety of verticals, these marketing experts will open their box of tricks and share their experience and best practices related to multi-channel marketing efforts and tactics to increase the accuracy of channel attribution.

Key session takeaways will include:

1)      Best practices for driving more response faster 

2)      How to utilize cross channel data to target prospects in multiple channels

3)      Tactics to enhance the accuracy of your channel attribution, allowing you to put budget where it makes the most impact!

 

Shawna Parker, Director of Marketing, CAPA Global Education Network, is a marketing executive with over 20 years of experience in the education, tourism, and publishing sectors. She is also the principal and founder of CASE Marketing Solutions, a boutique marketing agency that provides individualized marketing services specifically designed to meet the needs of technology start-ups, small businesses, educational institutions, and nonprofits. A driven marketing and communications expert, Shawna is passionate about creating strategic marketing and communications plans, and combining the principals of direct marketing with innovative digital strategies to create powerful, integrated marketing campaigns. She is a member of the Cambridge Rotary International board, co-founder of the Brattleboro Area Marketing Group, and has presented at a variety of marketing conferences, including the American Marketing Association’s Higher Education Symposium. Shawna lives in Somerville, Massachusetts with her husband and is an avid skier who proudly logged more than 15 days on the slopes of Vermont this winter. 

Mike Gormley is a direct marketing expert with more than 19 years experience in all facets of marketing.  Most recently as Marketing Manager for IDG Enterprise, Mike developed and executed a multi-channel marketing campaign for a C-level enterprise security conference.  In addition to IDG Enterprise, Mr. Gormley worked at MathWorks, managing promotional email campaigns, and global direct mail campaigns.  He has also held marketing management positions at Imark Communications, and MHA Event Management.  He is a graduate of the University of Massachusetts Amherst, and currently resides outside Worcester, MA.

 

Chuck La Tournous is a marketing strategist and innovator with over 30 years of experience in direct response, data and digital marketing. He has led the marketing programs for Fortune 100 and major retail companies, and is a popular speaker on marketing and technology issues. Chuck has been a creative director, web developer, radio and TV producer, journalist, podcaster and musician, and is a pioneer in digital marketing and production. He lives in western New Jersey with his wife and children, where he likes to watch the hot air balloons drift over his house. Chuck’s consulting company, cavooza.com, is now accepting new clients.

 

Steve Atlas is an Assistant Professor of Marketing in the College of Business of the University of Rhode Island.  Professor Atlas’s research uses experiments and large administrative data sets to investigate how psychological factors influence contemporary consumer financial behaviors.  In particular, his research examines how consumers interpret financial commitments such as subscriptions and mortgages, and how firms can interact with customers to support intentional financial outcomes.  He has been published in the Journal of Marketing Research, the Journal of Consumer Research and Nature Sustainability, and his research has been supported by grants from the National Endowment for Financial Education and the Foundation for Food and Agriculture Research.  He received a Ph.D. in Marketing from Columbia University and was recognized with the 2017 NEDMA Professor Award for Excellence in Direct Marketing.  

 

CONTENT/INBOUND/CRM

"Giving Something to Get Something: Creating Content that Attracts Customers."
Carol Bird, Content, Branding, & Digital Marketing Manager, MEDITECH

 

It doesn’t matter what industry you’re in, the tools and strategies for reaching your customers have expanded dramatically. But today’s consumers have adapted, too, and expect your marketing efforts to have value for them, not just you. In this session you’ll learn how one of the healthcare software industry’s biggest players overhauled its marketing strategy, adopting an inbound approach that delivers rich, meaningful, valuable content to its customers and prospects. You’ll see how expert blog content, eBooks, videos, and other valuable offers attract and engage visitors and convert them to customers--and how to apply the approach to your own industry. 

In this session you will:

  • Learn how to develop genuinely valuable content (in the form of eBooks, case studies, white papers, etc.) to attract customers and prospects, and establish brand credibility.

  • Discuss how to leverage the “power of storytelling” (via videos, guest blogs, and other channels) to increase emotional engagement in your content.

  • Evaluate the analytics methodologies available for assessing engagement with your content and its impact on sales performance (Google Analytics, HubSpot, etc.).

 

Over the past 20 years, Carol Bird has helped shape the evolution of MEDITECH's marketing and communications strategy. She currently manages the team of content writers, editors, and project coordinators responsible for content creation, branding, and digital marketing. She holds a BA in English from College of the Holy Cross, has graduate-level training in publishing and communications, and is HubSpot Inbound certified. Carol presented on the topic of brand renewal at the BrandHIT conference in Las Vegas last June. She can be found on Twitter @CarolMarkets and Linkedin.

 

SOCIAL MEDIA

"Just be Yourself on Social Media"

A panel discussion led by Bob Cargill on the power and popularity of authenticity, transparency and immediacy on social media.

Moderator/speaker: Bob Cargill, Cargill Creative

Christine Perkett, Founder & CEO, PerkettPR
Jennifer Harvey. Director of Digital Media, Ragan Communications

Kate Porter


3:00 - 3:50 Closing Keynote
 

CUSTOMER EXPERIENCE

"Customer Experience, are you a lion? A gazelle? Does it matter?"

Thomas Cates, CEO & Chief Story Teller, salesEQUITY, Inc.

 

Every morning in Africa a gazelle wakes up and knows it must outrun the fastest lion. Every morning a lion wakes up and knows it too must outrun the slowest gazelle. It doesn't matter whether you are a lion or a gazelle – when the sun comes up, you’d better be running! In this session you’ll learn why you’re probably running your marketing and sales efforts backwards, the forbidden “F-word” (not the one you are thinking), 6 strategies to help you outrun your competition and one you can start implementing today.


Improving the customer experience is an increasing hot topic, but how do you deliver exceptional customer experience in a world where customer satisfaction is dead? If you’re tasked with increasing organic growth, struggling to get your organization to effectively use customer feedback, sense you’re leaving money on the table and key customers are shopping you around, then this session is for you. Whether you’re a Marketing and sales leader; Customer Success professional; Customer Engagement and Insight professional; Customer-facing account professional; Really, anyone who has a customer.
You’ll learn…

·         Why hearing the “f-word” is an indication your relationship is in trouble

·         Red Flag: understand why your customers think you’re at best average, and how to break out of the pack

·         The 6 dimensions to exceptional customer engagement. (Hint: you’re most likely only doing 2).

 

Tom Cates is CEO and Chief Storyteller of salesEQUITY, client engagement platform that focuses on helping B2B companies build excellent client relationships, reduce churn, and identify areas for growth. He is also a natural speaker and storyteller who speaks regularly to 5-5000 person audiences about building Trusted Advisor relationships and managing customer loyalty. 

                                                                       

Tom brings his experience leading consulting engagements focused on the customer-facing elements of sales, marketing, and customer service functions in a wide variety of industries to his audiences. His speeches are customized, relevant and data-driven. Prior to founding salesEQUITY, Tom held senior positions at Mercer Management Consulting, Inc. and IBM. He has contributed to three customer-based strategy books and is working on a fourth. Tom holds a BAE from The Pennsylvania State University and an MBA from The Wharton School of The University of Pennsylvania.

 

3:50 - 5:00  Ask the Experts Roundtables/Cocktail party

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