Vertical Strategies: Direct Purchase

Show me the money: Cross-channel permission capture as the foundation for revenue.

Jason Scoggins, Southwest Airlines
Betsy Becker, Whole Foods
David Hibbs, Responsys
Salons 1 – 3, Wednesday 1:45pm – 2:30pm

List growth is the foundation for all marketing programs. But why aren’t we taking it seriously? If we aren’t growing our contact list by at least 10% annually, then we have some big issues to deal with — because lack of revenue will follow. Join this session to learn how you can supercharge your contact list through cross-channel permission capture strategies such as email-to-social, mobile-to-email, and offline-to-email, to name just a few. Hear from Responsys customers as they discuss how they achieved significant list growth — in some cases greater than 100% annually — through focused effort and innovation. You will learn how to:

• Analyze your cross-channel subscription options and subscription center.
• Improve your visibility into acquisition source.
• Increase post capture engagement by optimizing confirmation and welcome programs.

No more guessing: Increasing revenue and engagement through better segmentation.

Greg Adams, Burton
Rachel Sanchez, Brooks Brothers
Mary Kathleen Sullivan, Responsys
Salons 1 – 3, Wednesday 3:00pm – 4:30pm

Campaign success starts with the right audience. By better understanding how your customers interact with your brand you can develop a systematic segmentation and targeting strategy — based in knowledge — that consistently delivers results. Join this session to hear what Responsys customers are doing with segmentation, how they are using testing, analysis and refinement to make their targeted campaigns more relevant, and what you can do to more effectively engage your audience.

Time to step up your automated lifecycle programs.

John Edwards, Verizon
Ari Osur, National Basketball Association
Heather Blank, Responsys
Salons 1 – 3, Wednesday 4:00pm – 4:45pm

Trying to get more out of your lifecycle programs? Looking for new ways to increase stickiness and engagement? By adding new automated interactions to the customer lifecycle you can significantly improve marketing efficiency and drive more revenue. Join this session as we discuss the top three triggered programs that most marketers are not running today and how to change that, fast. We will also highlight how to take learnings from your current lifecycle messages and apply them to automated programs in social and mobile.

Vertical Strategies: Considered Purchase

Identify top quality leads before your campaigns launch.

Jonathan  Petrino, Thomson Reuters
Michael Hotz, Responsys
Salons 4 – 6, Wednesday 1:45pm – 2:30pm

Not all prospects that raise their hands are immediately ready or qualified to buy. So what is your plan when the sales team needs more ways to drive leads, your budget is stretched thin, you are short-staffed, and qualified prospects are elusive? This session will arm you with the tools you need to capture permission across channels and nurture top quality leads to keep your company top of mind for when they’re ready to make a buying decision.

Targeting and the considered buying cycle.

Rick Heffernan, MetLife Auto + Home
Randy Sprenger, Harley-Davidson
Katrina Conn, Responsys
Salons 4 – 6, Wednesday 3:00pm – 3:45pm

You have leads, now how do you target them to deliver relevant content in their preferred channel to educate, nurture and convert them during the considered buying cycle? When it comes to improving conversion rates and winning customers, nothing works better than presenting contextually relevant content to the right person at the right time. Yet, while competition intensifies for consumers’ attention, very few companies are customizing the content and offers in their campaigns to reflect the varying interests and intentions of their audience segments. By targeting your leads based on what you already know about them, and what you learn about them during the buying cycle, you can version your content for the highest level of relevance possible, increase conversion, and improve your competitive differentiation. In this session learn how to:

• Build effective and targetable audience segments.
• Utilize progressive profiling, forms, and surveys to capture additional information about your leads.
• Develop a methodology and competency focused on targeting and segmentation.

Nature vs. nurture: From lead to customer and beyond using cross-channel lifecycle programs.

Carolyn Kennedy, Blindsgalore
Jennifer Davidson, Blindsgalore
Matthew Hayes, Responsys
Salons 4 – 6, Wednesday 4:00pm – 4:45pm

Lifecycle programs are vital to successfully nurturing your leads throughout the considered purchase buying cycle. From the first time a customer comes into contact with your brand through ongoing post-conversion communications, automated programs provide the scale required to deliver a consistent, well rounded brand experience and drive significant revenue. Join this session as we review lifecycle programs best practices, discuss the first three programs that you should put into practice, and provide recommendations that you can implement right away.

New School Marketing Strategies

Close the loop between cross-channel campaigns and full site experience.

Matthew Butlein, Freshpair
David Brussin, Monetate
Salons 10 – 12, Wednesday 3:00pm – 3:45pm

You work hard to deliver compelling cross-channel campaigns that drive traffic to your site. But often the corresponding site experience doesn’t reflect the messages represented in those campaigns, and subsequent emails don’t reflect the actions taken on-site. How do you maintain consistency throughout the entire site visit for hundreds or thousands of potential paths? How do you start to test and refine — both campaigns and website — to further influence the conversion? Attend this session to learn how to simplify the connection between campaigns and site experience, develop a discipline focused on testing, and close the loop across channels.

Cross-channel personalization: Optimizing the customer experience no matter what the touch point.

Craig Shields, JewelryTV
Meyar Sheik, Certona
Salons 10 – 12, Wednesday 4:00pm – 4:45pm

Most personalization initiatives today are conducted in single channels and can lead to gaps in service, customer frustration and lost revenue opportunities. Find out how companies can implement strategies and technologies to easily automate personalized content and product recommendations across all touch points including email, mobile, web, in-store and more.

Remarket based on cross-channel customer profiles.

Jeff Seacrist, Webtrends
Scott Jones, Responsys
Salons 13 – 15, Wednesday 4:00pm – 4:45pm

Marketers can use web behavior such as clicks, sessions and page views to make some decisions. But when data comes from customer interactions that occur across channels, marketing decisions become more effective. By leveraging and combining behavioral data from web, email, mobile and social interactions, New School Marketers can gain customer intelligence and build customer profiles that allow them to optimize their interactive campaigns. In this session you will learn how to tap into this rich world of cross-channel behavior to:

• Maximize remarketing across email, mobile, social and web channels.
• Target and automatically deliver marketing communications to groups or individuals tailored to their specific preferences and behaviors.
• Increase conversions by recapturing visitors who are most likely to convert.
• Quickly execute fully automated (or manual) marketing programs driven completely by visitor interest and behavior (or non-behavior), at the individual or segment level.

Stop looking in the rear view mirror. Your customers are ahead of you.

Carlos Carvajal, Baynote
Scott Jones, Responsys
Salons 13 – 15, Wednesday 3:00pm – 3:45pm

The key to engaging consumers is learning and adapting to what they want right now, not what they wanted last month. Digital marketers spend countless hours sifting through loads of historical consumer data trying to predict current interests, but last month’s data can’t predict what’s relevant today. Stop the insanity, and learn how to harness the collective intelligence of like-minded consumers to automatically serve personalized digital experiences that are relevant, personal, and convenient.

This session features a case study on the Knott, the Internet’s most-trafficked one-stop wedding planning solution and a joint customer of Baynote and Responsys. You’ll learn The Knot’s best practices for creating personalized, actionable emails based on what like-minded customers found most relevant. You’ll also learn:

• How many of the world’s best known brands deliver adaptive experiences to optimize email, SEO/SEM, landing pages, product recommendations, onsite search, and more.
• Why engaging digital experiences always begin with implicitly asking the question “what do you need right now?”
• How to avoid common personalization pitfalls such as the need to build in-depth consumer profiles for effective targeting.

Put cross-channel behavior to work.

Sandy Martin, Dollar Thrifty
Elizabeth Turner, FKQ
Adam Justis, Adobe
Salons 1 – 3, Thursday 11:15am – 12:00pm

Personalization, remarketing, cross-channel campaigns – there’s plenty of talk our there about combining online and email behavior to drive campaigns. How are you going to make it happen, and drive real results? Join this session to learn how to improve email and cross-channel campaigns by leveraging integrated analytics, recommendations, and testing and targeting. If you’re looking for those few actions that you can take back to your office that will immediately produce results, then this session is for you. This session will help you:

• Learn what we mean by cross-channel behavior, and how to translate and apply it to improve campaign conversions
• Discover how a cross-channel lifecycle marketing approach can grow revenue, increase marketing efficiency and strengthen customer engagement.
• Understand how simplifying the integration of email campaigns and website conversion data facilitates creativity to drive higher revenue. 

Hit your target on the go! Mobile text messaging for personalized timely communications.

Deepali Tamhane, Responsys
Salons 4 – 6, Thursday 11:15am – 12:00pm

Whether alerting a customer of an upcoming sale, giving them updates on the progress of their auction, or delivery of their product, SMS is the simplest and most effective tool for giving people time-critical information about their interaction with a brand. Join us as we explore how the Responsys Interact Suite makes it easy to execute targeted and personalized SMS campaigns and have meaningful cross-channel dialogues with your customers.

Best in class: How to get top marks in cross-channel campaign creative.

Kristine Zimmerman, Under Armour
Lisa Harmon, Responsys
Salons 1 – 3, Thursday 1:45pm – 2:30pm

Join us for a lively discussion as the minds behind top-name email programs show the moves that get attention in the inbox and out on the web. Using their own work and that of fellow conference attendees, members of the Responsys Creative team, in conjunction with experts from select Responsys customers, will present the most likely-to-succeed creative approaches to email, mobile, social and web channels and invite you to lend your expertise to a group critique.

The fine art of promoting to your social network community.

Will Keuhn, Title Nine
Darryl Bolduc, Moxie Interactive
Stephen Hallowell, Responsys
Salons 4 – 6, Thursday 1:45pm – 2:30pm

Fostering a sense of community and driving revenue often feels like competing goals for marketing organizations as they learn how to best make use of social media. New School Marketers, however, have successfully done both by leveraging thoughtful promotional messages as part of social interactions. Join this session to hear from Responsys customers that have used the Responsys Interact Suite to become pioneers at monetizing the social channel.

Reputation management needs to be a competency, not an afterthought.

Brian Miller, State Farm Insurance
Stephanie Brownell, Orbitz
Heather Goff, Responsys
Salons 1- 3, Thursday 2:45pm – 3:30pm

By focusing on proper and thorough permission capture up front, tracking and managing ongoing engagement like a hawk, and developing an automated approach to re-permission, New School Marketers can improve deliverability, drive revenue, and significantly impact the bottom line. In this session you will learn how a Responsys customer turned a deliverability issue into the catalyst for developing a revenue generating competency around re-permission and reputation management.

Start with the end in mind: Marketing metrics you should be tracking.

Heather Blank, Responsys
Salons 4 – 6, Thursday 2:45pm – 3:30pm

Although numbers can provide answers, knowing which ones really matter is often more than half the challenge. Over time you may be able to figure out the best information to track and analyze, but why go through that arduous process when we can help you out now. Join this session as we discuss which marketing metrics are really worth your time and how you can use the reports within Responsys Interact to help you understand those metrics. See how your program measures up as we review vertical benchmarks and learn key tactics and strategies for improving each of the key metrics across email, mobile, and social.

It’s not the size of your list...it’s how well you can read the signals.

Chris Nickel, Epson
Mary Kathleen Sullivan, Responsys

The goal of any campaign strategy is to engage your audience. Unfortunately, many people on your contact list have stopped responding to your communications. Considering the typical cost of acquisition, having a strategy around re-engagement is more important than ever. This session is designed to provide a framework for understanding what ‘engagement’ means for your contacts and how to develop a strategy to either bring lapsed individuals back or remove them from your list.

Tactics for Responsys Interact Users

Building the data foundation: The right data design for New School Marketing.

Mike Hrin, Responsys
Salons 10 – 12, Wednesday 1:45pm – 2:30pm
For version 6 users

Making valuable customer data actionable for marketing campaigns is key to success. Learn how to take advantage of the opportunities that data presents to drive segmentation for improved campaign performance. Topics include: data integration and automation options, data model considerations, source data, and integrating source data into marketing campaigns.

Data best practices: Modeling, integration and ongoing tuning.

Elaine Migliore, Responsys
Salons 13 – 15, Wednesday 1:45pm – 2:30pm
For version 5 users

Implementing good data practice is vital to successful marketing. From design and integration through targeting, personalization, and reporting, data represents the single most valuable asset to drive engagement and campaign revenue. Join this session to learn best practices related to data tips and tricks to ensure that your Responsys Interact environment is properly tuned.

Hitting the bulls-eye: Reaching the right customers every time.

Sol Medvidofsky, Diapers.com
Tzi-Kei Wong, Responsys
Salons 10 – 12, Thursday 11:15am – 12:00pm

Segmentation and targeting can sound complex and technical, and too often, marketers give up trying to define and reach the perfect audience. But, it doesn’t need to be this way. Join this session to see how Responsys customers have dramatically increased their performance by taking their targeting to the next level. You will learn accessible principles and best practices, and see how Responsys Interact makes laser-focused targeting within your reach when you build your next campaign.

The moment of truth: Tactics for targeting and timeliness.

Elaine Migliore, Responsys
Salons 13 – 15, Thursday 11:15am – 12:00pm
For version 5 users

Learn more about the wealth of methods for ensuring that the right message goes to the right audience. From forms, to triggered campaigns, to filters and views, this session will help you add relevance and timeliness across your campaign portfolio. Join us as we review examples of Responsys customers that are succeeding through better campaign targeting and triggering.

Imagination, innovation, automation: An end-to-end perspective on the campaign management process.

Shinn Chen, Salesforce.com
Deepali Tamhane, Responsys
Salons 10 – 12, Thursday 1:45pm – 2:30pm
For version 6 users

In this new world, as customer data and interactions become complex and sophisticated, the need for a one-to-one marketing model that’s customer-centered, interactive, personalized, cross-channel and powered by marketing automation becomes critical for success. Join this session as we highlight how Responsys customers have innovated their marketing through automation. From data integration and triggering, to targeting, execution and result analysis, we’ll walk through real-world scenarios and how you make it happen in the Responsys Interact Suite.

You talkin’ to me? Get face-to-face with your customers with dynamic content and personalization.

Rafael Rodriquez, Responsys
Salons 13 – 15, Thursday 1:45pm – 2:30pm
For version 5 and 6 users

Still sending the same content to everyone in each campaign? Just dipping your toes in the waters of personalization? We’ll help your click-through rates, conversion, and engagement soar to new heights by employing tips and tricks for making each message more personalized and relevant. Hear from Responsys customers as they explain how, with minimal effort, they’ve been able to make their marketing content “New School” by tailoring it to the individual recipient.

Program it! Get the most out of your automated interactions.

Doug Marshall, Responsys
Salons 10 -12, Thursday 2:45pm – 3:30pm
For version 6 users

Looking to increase your program revenue? Interested in delivering even more advanced, more automated multi-stage communications? Are you certain that you could be doing so much more, but aren’t sure how? Join this session to learn best practices and techniques to fully leverage the power of Responsys Interact Program to drive your automated interactions. In addition to exploring the cross-channel capabilities of Responsys Interact Program, this session will help you to:

• Develop and maintain automated, multi-stage message sequences.
• Perform advanced testing using allocation switches.
• Define advanced flow control and governance.

Moving on up: What to expect with Version 6 and the Responsys Interact Suite.

Randy Cuff, Intrawest
Sterling Shew, Responsys
Salons 13 – 15, Thursday 2:45pm – 3:30pm
For version 5 users

For those of you who are planning, or in the middle of, your upgrade to Version 6 and the Responsys Interact Suite, this session will help you understand the main differences between the two versions. You’ll see how features compare, what enhancements have been made, and how Version 6 and the Suite can transform and elevate your marketing performance. We’ll help you grasp the new mindset that enables you to take full advantage of the capabilities and power of the Suite and give you the chance to ask questions of customers who have already made the move.

Unlock the value of your program data with Responsys Interact Insight.

Jason Sterioff, Team Detroit
Daniel Reardon, Build.com
Tzi-Kei Wong, Responsys
Salons 4 – 6, Thursday 4:00pm – 4:45pm
For version 6 users

Ever wonder what the numbers in your data really mean? Are your campaigns performing well? Are they performing as good as they should? In this session learn the tips and tricks for using Responsys Interact Insight to uncover meaningful trends and facts about your marketing programs and underlying tactics. You’ll discover ways to tap into billions of records of behavioral data collected from your integrated campaigns and understand key drivers of response and revenue performance. Specifically, this session will help you:

• Understand what's working well and not well.
• Monitor deliverability and analyze root causes of performance.
• Close the loop between analysis and execution.
• Learn what metrics are most meaningful for your marketing goals.
• Build custom reports in 60 seconds or less.

The answer is 42! A super user’s guide to the Responsys Interact galaxy.

Responsys Product Management
Salons 10 – 12, Thursday 4:00pm – 4:45pm
For version 6 users

Interested in pushing the limits of cross-channel marketing? Then this is the session for you. Spend some time with the Responsys product team and other like-minded super users as we explore the deepest reaches of the Responsys Interact Suite. Learn how to best leverage the capabilities at your disposal to deliver the most innovative cross-channel programs in the most automated manner possible. Specifically, we’ll cover:

• Advanced targeting based on customer behavior and recency data.
• Advanced program triggering, testing, and automation.
• Advanced reporting, analysis, and data visualizations.
• Advanced mobile programs.

Just getting started? The five Responsys Interact features you should be using already.

Rafael Rodriguez, Responsys
Salons 13 – 15, Thursday 4:00pm – 4:45pm
For version 6 users

Are you using Responsys Interact to its full advantage? In this case, what you don’t know may be hindering your ROI. Discover powerful features and functionality, too often underutilized by users, that may hold the keys to flawless execution and greater results from your marketing programs.