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Gartner Marketing Symposium/Xpo™

13 – 14 May 2024 | London, U.K.
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Gartner Marketing Symposium/Xpo™

13 – 14 May 2024 | London, U.K.


Agenda


ATTENDEES EXPLORE THE LATEST MARKETING TRENDS, EMERGING TECHNOLOGY, AND MORE AT
GARTNER MARKETING SYMPOSIUM/XPO™ 2024 CONFERENCE IN LONDON, U.K.


AGENDA / TOPIC

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AGENDA / TOPIC


AGENCY AND SERVICE PROVIDER MANAGEMENT

Tuesday, 14 May, 2024 / 03:15 PM - 03:45 PM BST


HOW TO FIX THE BIG ISSUES IN YOUR AGENCY RELATIONSHIP TO DRIVE VALUE

Jay Wilson, VP Analyst, KI Leader, Gartner

A CMO's success is dependent on the agency roster and its ability to deliver.
Agencies are as consequential as the CMO's strategies, staff, and martech
investments. Yet agency relationships rarely last long, careening from
infatuation to disillusionment. In this session, we'll examine insights from the
frontlines of agency-client relationships, identify what often goes wrong and
how to prevent it and/or fix it.


AI AND EMERGING TECHNOLOGIES

Monday, 13 May, 2024 / 10:30 AM - 10:50 AM BST


BRANDWATCH: UNDERSTANDING HOW AI IS CHANGING THE SOCIAL MEDIA LANDSCAPE

Nick Taylor, Senior Director at Brandwatch, takes a deep dive into the rapid
rise of Artificial Intelligence (AI) technologies and their impact on social.
Come and listen to Nick unlock the human intelligence aspect of AI and how
social media marketers and analysts can level up their strategies by leveraging
these advancements whilst navigating the new challenges and risks that come with
them.

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


HOW TO ESCAPE MARTECH’S PRISONER’S DILEMMA

Audrey Brosnan, Sr Director Analyst, Gartner

Martech was already costly and complex, requiring constant care and feeding. Now
as AI arrives, CMOs must plan for more investments without a clear path to
marketing results and without further overburdening marketers. Get grounded with
a new framework for assessing marketing tech and marketing channel strategy
together, helping you plan for high-stakes and interdependent decisions
surrounding AI.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


GENERATIVE AI AND THE C-SUITE: EDUCATE, INSPIRE AND ACTIVATE

Nicole Greene, VP Analyst, KI Leader, Gartner

Every C-suite must have a plan for harnessing the disruptive potential of
GenerativeAI. Success requires collaboration to identify and secure both the
right partnerships and the optimum use cases across the organization. Given AI’s
velocity and potential, CMOs must focus on how it can transform operating models
and customer interactions. Avoid being left behind. Learn how to effectively
focus enterprise implementation and become a catalyst to accelerate productivity
and drive growth.

Monday, 13 May, 2024 / 02:30 PM - 03:00 PM BST


ASK THE EXPERT: CREATING AND DELIVERING AN AI MARKETING STRATEGY

Nicole Greene, VP Analyst, KI Leader, Gartner

Andrew Frank, Distinguished VP Analyst, Gartner

Understanding and leveraging AI, including GenAI and machine learning, is
crucial to stay competitive and engage customers. As AI accelerates through the
Hype Cycle, speak to experts and navigate this evolving, dynamic space. This
session will discuss the current AI landscape in marketing, highlighting case
studies and emerging trends. Join to ask questions on strategy, priorities, ROI,
employee impact, and risks to your brand and enterprise.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


OPTIMOVE: DRIVE CUSTOMER-CENTRIC GROWTH WITH AI ORCHESTRATION & PERSONALIZATION

Explore how Optimove, the highest scorer in the Journey Orchestration Use Case
in Gartner's 2023 Critical Capabilities for Multichannel Marketing Hubs report,
enables customer-led journeys for personalization and engagement. Discover how
brands, including Jabra, PepsiCo, and DAZN, use Optimove to:
• Discover AI-driven insights to anticipate customer needs and preferences for
real-time engagement.
• Activate rich data for intelligent orchestration to deliver compelling
customer experiences on all channels.
• Leverage advanced segmentation and personalization to increase CLTV and
loyalty.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


BYNDER:AI-POWERED DAM TRANSFORMS CONTENT OPS, DRIVES SAVINGS FOR SIEMENS
HEALTHINEERS

In today’s marketing landscape, the call for self-service & automation to
future-proof the marketing ecosystem has never been louder. Hear how Siemens
Healthineers established an AI-powered Digital Asset Management (DAM) platform
as their central repository to scale content operations & improve time to
market.
By harnessing AI capabilities and automation within their content operations,
Siemens Healthineers drove major cost savings, new efficiencies & raised
productivity across a 60k+ workforce.
Join to learn more & find best practices for your own org!

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


THE FUTURE OF CUSTOMER DATA IN MARKETING

Joseph Enever, Sr Director Analyst, KI Leader, Gartner

CMOs have made big bets on customer data. Yet, these bets are threatened by
value erosion, a loss of control and ownership of customer data in the
enterprise, and a failure to plan for future disruption. In this session, we'll
discuss how to plan for three future horizons of customer data in marketing.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


ADVERTISING AUTOMATION: AI REINVENTS MEDIA PLANNING, OPTIMIZATION AND CREATIVE

Andrew Frank, Distinguished VP Analyst, Gartner

Advertising has undergone seismic shifts in the last few years, and AI promises
to upend media planning, optimization and creative. Amid disruptions to
targeting and measurement, CMOs and their teams must adopt an impact-first
approach to their advertising technology and AI pilots. Join this session to
learn how automation and AI are impacting these core marketing activities.

Tuesday, 14 May, 2024 / 11:45 AM - 12:05 PM BST


MAGIC QUADRANT FOR CONTENT MARKETING PLATFORMS

Nicole Greene, VP Analyst, KI Leader, Gartner

Content marketing platforms (CMPs) support the end-to-end content production
process of creating assets. These assets are distributed through paid, owned,
earned and shared channels to engage with and nurture customers and prospects to
drive awareness, demand, purchases, and loyalty. Learn how the latest trends
influence the selection and adoption of a complete content operations solution.

Tuesday, 14 May, 2024 / 12:45 PM - 01:30 PM BST


EXCLUSIVE INVITATIONAL PROGRAM: HOW CMOS CAN DRIVE BUSINESS GROWTH IN AN
AI-POWERED FUTURE

Lizzy Foo Kune, VP Analyst, Gartner

CMOs have the opportunity to lead in using artificial intelligence to drive new
business growth. Marketing leaders must embrace an AI-powered future. Join this
exclusive as Gartner experts the emergence of AI-powered digital humans, how
they will impact your marketing strategy, and how you can use this to make a
greater impact on business growth. You also will hear the approaches Gartner
clients are taking in adapting to and benefiting from new technologies.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMYSTIFYING MARKETING'S AI-ENABLED TRANSFORMATION

Carlos Guerrero, VP, Advisory, Gartner

Rapid technological change is making marketing skills more perishable.
Ultimately, CMOs must build a future-proof marketing organization that
contributes to long-term business health, where marketing staff are leveraged
with the right technology and operational enablers. In this session, you'll
learn about AI-enabled marketing teams, what levers to pull to accelerate
marketing transformation, and how to tackle critical challenges around
organizational design, talent, operations, and technology.


BRAND STRATEGY AND ARCHITECTURE

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


BYNDER:AI-POWERED DAM TRANSFORMS CONTENT OPS, DRIVES SAVINGS FOR SIEMENS
HEALTHINEERS

In today’s marketing landscape, the call for self-service & automation to
future-proof the marketing ecosystem has never been louder. Hear how Siemens
Healthineers established an AI-powered Digital Asset Management (DAM) platform
as their central repository to scale content operations & improve time to
market.
By harnessing AI capabilities and automation within their content operations,
Siemens Healthineers drove major cost savings, new efficiencies & raised
productivity across a 60k+ workforce.
Join to learn more & find best practices for your own org!

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


DRIVING BUSINESS IMPACT WITH BRAND AND NARRATIVE

Dorian Cundick, VP, Advisory, Gartner

Marketing leaders must use brand and narrative strategies as critical tools to
drive business transformation and strategy alignment. This research will
highlight how to align internal audiences with the company's evolving identity
and direction and communicate a credible business evolution narrative in the
marketplace.

Tuesday, 14 May, 2024 / 11:00 AM - 11:30 AM BST


EXCLAIMER: BRAND AND DEMAND — TWO SIDES OF THE SAME COIN

Carol Howley, Chief Marketing Officer, Exclaimer

Marketers frequently face budget constraints, often with brand investments being
the first casualty. But investing in brand is crucial for amplifying demand and
driving growth. With the right technology and a focus on customer trust,
marketers can navigate hurdles to grow. Join us to learn how to:

- Efficiently scale operations by working smarter
- Decide which channels to focus on & the strategy mix
- Use personalization to enhance impact

Rather than grappling with outdated techniques, we'll help you find ways to work
smarter, revolutionize demand generation and scale efficiently.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMONSTRATING BRAND MARKETING’S COMMERCIAL IMPACT

Alex De Fursac Gash, VP Analyst, Gartner

In the context of tight marketing budgets, gaining internal buy-in for brand
investments is challenging. Demonstrating brand marketing's commercial value to
nonmarketing stakeholders adds to the difficulty. Join us to learn:
1. A best-practice-inspired approach to demonstrate brand marketing's impact,
2. Insights on securing internal buy-in, and
3. Guidance on selecting impactful brand marketing KPIs.

Tuesday, 14 May, 2024 / 01:45 PM - 03:45 PM BST


CMO CIRCLE: RESEARCH DISCUSSION: TELLING A BUSINESS EVOLUTION STORY WITH BRAND
NARRATIVE

Dorian Cundick, VP, Advisory, Gartner

How can you create internal alignment around a shared vision of business
evolution? What makes employees identify with and use a corporate narrative, and
what are its commercial applications? Come learn the value of strategic
storytelling as well as progressive approaches to developing and activating a
corporate narrative.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


NAVIGATING THE GENAI FRONTIER: THE DUAL FACETS OF REPUTATION RISKS

Alexandra Earl, VP, Advisory, Gartner

The adoption of generative AI surfaces two inherent types of reputation risks.
Internally, CMOs must consider perception and potential backlash for using it
and define clear guidelines for employees and partners working on their behalf.
Externally, bad actors now have the greatest potential to use generative AI to
cause brand harm. Learn best practices for protecting your brand in this new
reality.


CHANNEL AND CAMPAIGN MANAGEMENT

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


THE FUTURE OF SEARCH AND WHAT IT MEANS FOR YOUR BRAND

Andrew Frank, Distinguished VP Analyst, Gartner

Consumers are increasingly turning to Amazon, Instagram and TikTok instead of
Google for many search queries. At the same time, Google’s new GenAI search
functionality is expected to impact brand organic visibility, search ad
performance and website traffic. Get prepared to adapt content, influencers and
SEO strategy to these new changes.

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


HOW TO ESCAPE MARTECH’S PRISONER’S DILEMMA

Audrey Brosnan, Sr Director Analyst, Gartner

Martech was already costly and complex, requiring constant care and feeding. Now
as AI arrives, CMOs must plan for more investments without a clear path to
marketing results and without further overburdening marketers. Get grounded with
a new framework for assessing marketing tech and marketing channel strategy
together, helping you plan for high-stakes and interdependent decisions
surrounding AI.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


DEMYSTIFYING PERSONALIZATION

Alex De Fursac Gash, VP Analyst, Gartner

Despite growing challenges of data availability and customer privacy concerns,
personalisation is still seen as a necessary means to engage with audiences
effectively. Some approaches work well, but many don’t. This session will
demystify what makes for effective, scalable personalisation. You'll learn which
myths (if any) hold true; and best practices to make the most of your
personalisation efforts.

Monday, 13 May, 2024 / 02:30 PM - 03:00 PM BST


HOW TO COMBAT SOCIAL FATIGUE

Jay Wilson, VP Analyst, KI Leader, Gartner

Let’s face it, there is content overload on social platforms, and it is becoming
increasingly challenging to capture your target audience’s attention. In this
session, we identify the three critical components to combat ad fatigue while
improving customer experience.

Monday, 13 May, 2024 / 02:30 PM - 03:15 PM BST


ASK THE EXPERT: HOW TO CREATE 'PHYGITAL' EXPERIENCES ACROSS DIGITAL AND PHYSICAL
CHANNELS?

Jessica Dervyn, Sr Principal, Research, Gartner

Customer journeys have historically been digital (online) or physical (offline).
But customers nowadays are hybrid as they use multiple digital and physical
channels at once, such as using a mobile app within a store or working with a
sales representative. This session will answer question on how to decipher these
complex journeys and take advantage of 'phygital' customer behaviors.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


SIGNATURE SERIES: IN THE COMPANY OF GENIUS: LEARNINGS FROM THE BEST DIGITAL
MARKETING BRANDS

Matt Moorut, Director Analyst, KI Leader, Gartner

This session will showcase the key findings from research looking at the best
digital marketing brands from across six sectors in 2023.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


ADVERTISING AUTOMATION: AI REINVENTS MEDIA PLANNING, OPTIMIZATION AND CREATIVE

Andrew Frank, Distinguished VP Analyst, Gartner

Advertising has undergone seismic shifts in the last few years, and AI promises
to upend media planning, optimization and creative. Amid disruptions to
targeting and measurement, CMOs and their teams must adopt an impact-first
approach to their advertising technology and AI pilots. Join this session to
learn how automation and AI are impacting these core marketing activities.

Tuesday, 14 May, 2024 / 10:15 AM - 11:00 AM BST


ASK THE EXPERT: HOW CAN I IMPROVE MY WEBSITE'S MATURITY?

Nicole Greene, VP Analyst, KI Leader, Gartner

Optimizing your valuable digital asset is an ongoing process. Benchmark your
website's current and desired maturity to plan ahead. Join this session to
advance maturity and learn from others. Based on Gartner's Website Maturity
Model research, it's the place for broader best practice questions, not specific
niche use cases. Ask about CTA design principles, trends or the ideal number of
CTAs on a page.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 10:15 AM - 11:45 AM BST


WORKSHOP: WIN THE PERSONALIZATION MOMENTS THAT MATTER WITH YOUR CUSTOMERS

Ant Duffin, Sr Director Analyst, KI Leader, Gartner

Personalisation is expected by our customers, and it remains a priority but
brands are failing to maximize a return on personalisation investments.
Attendees will be guided through an actionable framework that sets out how to
operationalize tailored personalisation that helps customers achieve their
goals.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


TO BUY IS HUMAN: APPEAL TO THE EMOTIONAL B2B BUYING JOURNEY

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B marketing leaders obsess over meeting buyer needs but typically fail to
account for the underlying element that affects most major purchases: emotions.
Join this session to view the buying experience through the lens of your
customers via insights from a series of Gartner-led B2B buyer interviews. Learn
how B2B buyers balance logical reasoning and intuition across their path to
purchase, and how you can optimize your buyer experience accordingly.


CONTENT MARKETING

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


DEMYSTIFYING PERSONALIZATION

Alex De Fursac Gash, VP Analyst, Gartner

Despite growing challenges of data availability and customer privacy concerns,
personalisation is still seen as a necessary means to engage with audiences
effectively. Some approaches work well, but many don’t. This session will
demystify what makes for effective, scalable personalisation. You'll learn which
myths (if any) hold true; and best practices to make the most of your
personalisation efforts.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


BYNDER:AI-POWERED DAM TRANSFORMS CONTENT OPS, DRIVES SAVINGS FOR SIEMENS
HEALTHINEERS

In today’s marketing landscape, the call for self-service & automation to
future-proof the marketing ecosystem has never been louder. Hear how Siemens
Healthineers established an AI-powered Digital Asset Management (DAM) platform
as their central repository to scale content operations & improve time to
market.
By harnessing AI capabilities and automation within their content operations,
Siemens Healthineers drove major cost savings, new efficiencies & raised
productivity across a 60k+ workforce.
Join to learn more & find best practices for your own org!

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


DRIVING GROWTH: PROPEL YOUR PIPELINE FORWARD WITH WEBINARS

Achieve a new level of success by aligning both marketing and sales workflows in
your webinar strategy. Join Zoe Fiddes, Sr. Director of Customer Success at
Kaltura for an enlightening session on how you can leverage curated content,
first-party data, and AI to create personalized experiences and achieve pipeline
success before, during, and after your webinars. Get great tips and actionable
insights you can implement immediately to elevate your webinar & pipeline
revenue strategies and accelerate growth. 


Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


REDUCE (BUT DON'T ELIMINATE) FRICTION TO SHORTEN B2B SALES CYCLES

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

B2B organizations that pursue only traditional top-down
buyer-information-limited customer acquisition strategies are living in the
past. Buyers have changed as have buying processes, and reducing friction to
speed sales cycles is imperative. But some friction is necessary to build
decision confidence and avoid purchase regret. Learn what you can do — starting
at your website — to reduce the bad friction.

Tuesday, 14 May, 2024 / 11:45 AM - 12:05 PM BST


MAGIC QUADRANT FOR CONTENT MARKETING PLATFORMS

Nicole Greene, VP Analyst, KI Leader, Gartner

Content marketing platforms (CMPs) support the end-to-end content production
process of creating assets. These assets are distributed through paid, owned,
earned and shared channels to engage with and nurture customers and prospects to
drive awareness, demand, purchases, and loyalty. Learn how the latest trends
influence the selection and adoption of a complete content operations solution.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


TO BUY IS HUMAN: APPEAL TO THE EMOTIONAL B2B BUYING JOURNEY

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B marketing leaders obsess over meeting buyer needs but typically fail to
account for the underlying element that affects most major purchases: emotions.
Join this session to view the buying experience through the lens of your
customers via insights from a series of Gartner-led B2B buyer interviews. Learn
how B2B buyers balance logical reasoning and intuition across their path to
purchase, and how you can optimize your buyer experience accordingly.


CUSTOMER ACQUISITION AND GROWTH

Monday, 13 May, 2024 / 11:45 AM - 12:15 PM BST


SIMILARWEB: USING DIGITAL SIGNALS TO SHAPE MARKETING SRATEGIES AND FULL FUNNEL
EFFICIENCY

Marta Sulkiewicz, VP GLOBAL RESEARCH SOLUTION, SimilarWeb

Unlock the power of digital signals to take your marketing strategy to the next
level, enhancing full funnel efficiency. In this thought-provoking keynote by
Similarweb, delve into the transformative potential of leveraging consumer and
market intelligence to gain a competitive edge. Discover how organisations
embracing this approach are surpassing rivals, while both disruptors and
established brands navigate market challenges with resilience. Explore
groundbreaking methodologies for utilising digital intelligence data in
unprecedented ways, paving the path for success in the digital age.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


THE WHY, WHEN AND HOW OF MARKETING AND SALES ALIGNMENT

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B CMOs looking to have a greater impact in their organizations, especially
with ongoing budget limitations, can collaborate with their sales counterparts
to improve demand generation, pipeline creation and revenue growth. Learn why
alignment with sales can have a business impact, what are the triggers for that
conversation, and how to approach sales leaders based on organizational culture.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


DEMYSTIFYING PERSONALIZATION

Alex De Fursac Gash, VP Analyst, Gartner

Despite growing challenges of data availability and customer privacy concerns,
personalisation is still seen as a necessary means to engage with audiences
effectively. Some approaches work well, but many don’t. This session will
demystify what makes for effective, scalable personalisation. You'll learn which
myths (if any) hold true; and best practices to make the most of your
personalisation efforts.

Monday, 13 May, 2024 / 02:30 PM - 03:15 PM BST


ASK THE EXPERT: HOW TO CREATE 'PHYGITAL' EXPERIENCES ACROSS DIGITAL AND PHYSICAL
CHANNELS?

Jessica Dervyn, Sr Principal, Research, Gartner

Customer journeys have historically been digital (online) or physical (offline).
But customers nowadays are hybrid as they use multiple digital and physical
channels at once, such as using a mobile app within a store or working with a
sales representative. This session will answer question on how to decipher these
complex journeys and take advantage of 'phygital' customer behaviors.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


REDUCE (BUT DON'T ELIMINATE) FRICTION TO SHORTEN B2B SALES CYCLES

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

B2B organizations that pursue only traditional top-down
buyer-information-limited customer acquisition strategies are living in the
past. Buyers have changed as have buying processes, and reducing friction to
speed sales cycles is imperative. But some friction is necessary to build
decision confidence and avoid purchase regret. Learn what you can do — starting
at your website — to reduce the bad friction.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


THE FUTURE IS DIGITAL AND HUMAN: GARTNER'S UNIFIED COMMERCIAL STRATEGY STUDY
FINDINGS

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Shaping a unified commercial strategy is vital in today's shifting, fast-paced,
and fluid environment. Join us for the most impactful findings from Gartner's
Commercial Strategy Study on sales and marketing alignment, cross-functional
commercial collaboration, and where sales and marketing partnerships drive
outsized results.

Tuesday, 14 May, 2024 / 11:45 AM - 12:30 PM BST


ROUNDTABLE: GETTING SALES ONBOARD WITH ABM: 3 WAYS MARKETERS INADVERTENTLY BUILD
WALLS INSTEAD OF BRIDGES

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

Within account-based marketing (ABM) programs, marketing and sales activities
must occur in lockstep and reinforce each other. Yet, many marketers struggle to
get sales onboard with the program. They may face passive involvement, silence
or explicit resistance. This session will uncover three mistakes marketers
inadvertently make when collaborating with sales colleagues and discuss how to
incentivize cross-functional, active participation in ABM.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


TO BUY IS HUMAN: APPEAL TO THE EMOTIONAL B2B BUYING JOURNEY

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B marketing leaders obsess over meeting buyer needs but typically fail to
account for the underlying element that affects most major purchases: emotions.
Join this session to view the buying experience through the lens of your
customers via insights from a series of Gartner-led B2B buyer interviews. Learn
how B2B buyers balance logical reasoning and intuition across their path to
purchase, and how you can optimize your buyer experience accordingly.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


FUTURE-PROOFING YOUR BRAND: ROADMAP TO WIN WITH GEN Z

Jessica Dervyn, Sr Principal, Research, Gartner

As the first digital-native generation, Gen Z are redefining standards for
engagement and digital experiences across multiple channels. Join us to explore
how to position your brand to successfully connect with Gen Z unique behaviors
and values and to capture their growing buying power now and in the future.
You'll discover a roadmap along with brand examples to win with gen Z across
social media, your brand site, and your brand messages.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


MORE THAN MQLS: HOW TO LEAD THE SHIFT TO IMPACT-BASED DEMAND GENERATION

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

Many marketing leaders strive to measure their contributions strategically.
Still, internal stakeholders often force them into focusing solely on
volume-based metrics, including sales peers, the CFO and even their own
marketing teams. This session will uncover how to lead a change management
effort that measures demand generation based on outcomes, such as pipeline or
revenue, versus only volume-based metrics, such as marketing qualified leads
(MQLs).

Tuesday, 14 May, 2024 / 03:15 PM - 03:45 PM BST


BEAT THE PACK, DIFFERENTIATE LIKE TOP DIGITAL COMMERCE BRANDS

Ant Duffin, Sr Director Analyst, KI Leader, Gartner

Winning in digital commerce is getting tougher - CMOs must be bold and creative
to differentiate from competitors to win in digital commerce. The session will
provide CMOs with insights into what, and how top digital commerce brands
differentiate to win across the customer purchase journey.


CUSTOMER EXPERIENCE AND LOYALTY

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


DEMYSTIFYING PERSONALIZATION

Alex De Fursac Gash, VP Analyst, Gartner

Despite growing challenges of data availability and customer privacy concerns,
personalisation is still seen as a necessary means to engage with audiences
effectively. Some approaches work well, but many don’t. This session will
demystify what makes for effective, scalable personalisation. You'll learn which
myths (if any) hold true; and best practices to make the most of your
personalisation efforts.

Monday, 13 May, 2024 / 12:30 PM - 01:15 PM BST


ASK THE EXPERT: HOW TO GAIN CX SUPPORT FROM OTHER FUNCTIONAL TEAMS

Chad Storlie, Sr Director Analyst, Gartner

CX is a team sport within an organization. Often times, CMOs find themselves
pleading with other parts of the organization to care about CX as well as drive
change within CX. CMOs must provide much more clear customer insight as well as
communicate to functional teams in their own language and metrics to show not
only that CX is important but to also show how functional teams can successfully
execute and deliver improved CX.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 02:30 PM - 03:00 PM BST


RETHINK YOUR CX APPROACH TO INCREASE CUSTOMER LOYALTY

Leah Leachman, Sr Director Analyst, KI Leader, Gartner

Marketing's CX maturity has lost momentum. While their external factors make
securing customer loyalty hard, more often than not, it's marketing's
misconceptions about how to achieve CX success is that is sabotaging a brand's
ability to meet its CX ambitions. This session will introduce five strategies,
from five different brands, that will move you out of your CX plateau and into
progress.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


OPTIMOVE: DRIVE CUSTOMER-CENTRIC GROWTH WITH AI ORCHESTRATION & PERSONALIZATION

Explore how Optimove, the highest scorer in the Journey Orchestration Use Case
in Gartner's 2023 Critical Capabilities for Multichannel Marketing Hubs report,
enables customer-led journeys for personalization and engagement. Discover how
brands, including Jabra, PepsiCo, and DAZN, use Optimove to:
• Discover AI-driven insights to anticipate customer needs and preferences for
real-time engagement.
• Activate rich data for intelligent orchestration to deliver compelling
customer experiences on all channels.
• Leverage advanced segmentation and personalization to increase CLTV and
loyalty.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


HOW TO USE VOC & SEGMENTATION TO DELIVER EXCEPTIONAL CUSTOMER EXPERIENCES

Chad Storlie, Sr Director Analyst, Gartner

Creating an effective and actionable CX strategy to lead an organization towards
simultaneous customer growth and retention is a tall order. The blueprint for CX
strategy success is found in combining VoC with customer segmentation to
identify the critical few items to focus an organization's CX strategy.

Tuesday, 14 May, 2024 / 10:15 AM - 10:35 AM BST


MAGIC QUADRANT FOR CUSTOMER DATA PLATFORMS

Rachel Smith, Principal Analyst, Gartner

This year, we launched a brand new Magic Quadrant for Customer Data Platforms
(CDPs)! It profiles leading providers and illustrates the evolution of one of
the most in-demand marketing — and enterprise — data technologies. You’ll learn:
— Who are the leading providers in the CDP market, and why?
— What capabilities and characteristics should you seek in a CDP vendor?
— How is the market for CDPs evolving and converging, and what are the
implications?

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


THE FUTURE OF CUSTOMER DATA IN MARKETING

Joseph Enever, Sr Director Analyst, KI Leader, Gartner

CMOs have made big bets on customer data. Yet, these bets are threatened by
value erosion, a loss of control and ownership of customer data in the
enterprise, and a failure to plan for future disruption. In this session, we'll
discuss how to plan for three future horizons of customer data in marketing.

Tuesday, 14 May, 2024 / 01:45 PM - 02:30 PM BST


ROUNDTABLE: THE FUTURE OF LOYALTY PROGRAMS, HOW TO STAY AHEAD OF THE CURVE

Leah Leachman, Sr Director Analyst, KI Leader, Gartner

Loyalty program strategies and structures have evolved over the past few years.
Some programs include different tiers, some programs focus mainly on
transactional benefits and some focus on creating customer communities. This
session will provide an opportunity to learn from your peers what trends they
plan on tracking and incorporating into their loyalty program strategies in the
next one to three years.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 03:15 PM - 03:45 PM BST


THINK BEYOND ACQUISITION: FOCUS ON POST-PURCHASE CX TO GROW CUSTOMER LOYALTY

Leah Leachman, Sr Director Analyst, KI Leader, Gartner

Over half of the CMO’s channel budget is allocated to consideration and
conversion. This limits your brand's potential to maximize returns by missing
out on opportunities for deepening customer relationships driving growth. During
this session, you will learn how progressive, customer-focused brands extend
their efforts "beyond the buy" and deliver high-value customer experiences
across the customer journey.


DEMAND GENERATION

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


THE WHY, WHEN AND HOW OF MARKETING AND SALES ALIGNMENT

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B CMOs looking to have a greater impact in their organizations, especially
with ongoing budget limitations, can collaborate with their sales counterparts
to improve demand generation, pipeline creation and revenue growth. Learn why
alignment with sales can have a business impact, what are the triggers for that
conversation, and how to approach sales leaders based on organizational culture.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


REDUCE (BUT DON'T ELIMINATE) FRICTION TO SHORTEN B2B SALES CYCLES

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

B2B organizations that pursue only traditional top-down
buyer-information-limited customer acquisition strategies are living in the
past. Buyers have changed as have buying processes, and reducing friction to
speed sales cycles is imperative. But some friction is necessary to build
decision confidence and avoid purchase regret. Learn what you can do — starting
at your website — to reduce the bad friction.

Tuesday, 14 May, 2024 / 11:00 AM - 11:30 AM BST


EXCLAIMER: BRAND AND DEMAND — TWO SIDES OF THE SAME COIN

Carol Howley, Chief Marketing Officer, Exclaimer

Marketers frequently face budget constraints, often with brand investments being
the first casualty. But investing in brand is crucial for amplifying demand and
driving growth. With the right technology and a focus on customer trust,
marketers can navigate hurdles to grow. Join us to learn how to:

- Efficiently scale operations by working smarter
- Decide which channels to focus on & the strategy mix
- Use personalization to enhance impact

Rather than grappling with outdated techniques, we'll help you find ways to work
smarter, revolutionize demand generation and scale efficiently.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


THE FUTURE IS DIGITAL AND HUMAN: GARTNER'S UNIFIED COMMERCIAL STRATEGY STUDY
FINDINGS

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Shaping a unified commercial strategy is vital in today's shifting, fast-paced,
and fluid environment. Join us for the most impactful findings from Gartner's
Commercial Strategy Study on sales and marketing alignment, cross-functional
commercial collaboration, and where sales and marketing partnerships drive
outsized results.

Tuesday, 14 May, 2024 / 11:45 AM - 12:30 PM BST


ROUNDTABLE: GETTING SALES ONBOARD WITH ABM: 3 WAYS MARKETERS INADVERTENTLY BUILD
WALLS INSTEAD OF BRIDGES

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

Within account-based marketing (ABM) programs, marketing and sales activities
must occur in lockstep and reinforce each other. Yet, many marketers struggle to
get sales onboard with the program. They may face passive involvement, silence
or explicit resistance. This session will uncover three mistakes marketers
inadvertently make when collaborating with sales colleagues and discuss how to
incentivize cross-functional, active participation in ABM.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


TO BUY IS HUMAN: APPEAL TO THE EMOTIONAL B2B BUYING JOURNEY

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B marketing leaders obsess over meeting buyer needs but typically fail to
account for the underlying element that affects most major purchases: emotions.
Join this session to view the buying experience through the lens of your
customers via insights from a series of Gartner-led B2B buyer interviews. Learn
how B2B buyers balance logical reasoning and intuition across their path to
purchase, and how you can optimize your buyer experience accordingly.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


MORE THAN MQLS: HOW TO LEAD THE SHIFT TO IMPACT-BASED DEMAND GENERATION

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

Many marketing leaders strive to measure their contributions strategically.
Still, internal stakeholders often force them into focusing solely on
volume-based metrics, including sales peers, the CFO and even their own
marketing teams. This session will uncover how to lead a change management
effort that measures demand generation based on outcomes, such as pipeline or
revenue, versus only volume-based metrics, such as marketing qualified leads
(MQLs).


FUNCTIONAL LEADERSHIP AND COLLABORATION

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


SIGNATURE SERIES: KEY INSIGHTS FROM 2024 GARTNER CMO SPEND SURVEY

Ewan McIntyre, VP Analyst, Gartner

For more than a decade, Gartner's annual CMO Spend Survey has been the go-to
report on the state of marketing's spending power and priorities. Get a first
look at key insights from the 2024 study, including: (1) top-level budget trends
amid ongoing technology and geopolitical disruption, (2) spending priorities
across marketing programs and resources, and (3) changing channel preferences
and priorities.

Monday, 13 May, 2024 / 11:00 AM - 11:45 AM BST


ASK THE EXPERT: HOW GARTNER’S 2023 LEADER OF THE YEAR INNOVATES AND COLLABORATES
TO ACHIEVE GROWTH

Alexandra Earl, VP, Advisory, Gartner

How do you transform a company’s brand to strengthen its global positioning in a
competitive marketplace? How do you elevate your company’s reputation in the
eyes of its stakeholders? Learn the answers to these questions and many more, in
this Q&A session with Gartner’s 2023 Leader of the Year Awards Winner. Ask your
questions directly to Noreen Sabrina Mohd Noor and hear how her leadership,
vision, connections and relationship skills delivered a 10-year aspiration in a
one year.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


THE WHY, WHEN AND HOW OF MARKETING AND SALES ALIGNMENT

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B CMOs looking to have a greater impact in their organizations, especially
with ongoing budget limitations, can collaborate with their sales counterparts
to improve demand generation, pipeline creation and revenue growth. Learn why
alignment with sales can have a business impact, what are the triggers for that
conversation, and how to approach sales leaders based on organizational culture.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


GENERATIVE AI AND THE C-SUITE: EDUCATE, INSPIRE AND ACTIVATE

Nicole Greene, VP Analyst, KI Leader, Gartner

Every C-suite must have a plan for harnessing the disruptive potential of
GenerativeAI. Success requires collaboration to identify and secure both the
right partnerships and the optimum use cases across the organization. Given AI’s
velocity and potential, CMOs must focus on how it can transform operating models
and customer interactions. Avoid being left behind. Learn how to effectively
focus enterprise implementation and become a catalyst to accelerate productivity
and drive growth.

Monday, 13 May, 2024 / 12:30 PM - 01:15 PM BST


ROUNDTABLE: WHAT STEPS HAVE YOU TAKEN TO INCREASE MARKETING ANALYTICS MATURITY?

Rachel Smith, Principal Analyst, Gartner

More CMOs increased spending in marketing data and analytics than any other
operational area in 2023. What data and analytics capabilities has your team
been focused on improving? Have you increased marketing analytics maturity by
hiring new talent, starting a new data literacy program or investing in new
technology? What have you tried that you thought would move the needle forward
but fell flat?

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 12:30 PM - 01:15 PM BST


ASK THE EXPERT: HOW TO GAIN CX SUPPORT FROM OTHER FUNCTIONAL TEAMS

Chad Storlie, Sr Director Analyst, Gartner

CX is a team sport within an organization. Often times, CMOs find themselves
pleading with other parts of the organization to care about CX as well as drive
change within CX. CMOs must provide much more clear customer insight as well as
communicate to functional teams in their own language and metrics to show not
only that CX is important but to also show how functional teams can successfully
execute and deliver improved CX.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 02:30 PM - 03:00 PM BST


MANAGE YOUR PERSONAL BRAND AND REPUTATION AS A LEADER

Brianna Lux, Director, Advisory, Gartner

Your ability to influence is largely driven by your personal brand and
reputation as a leader. This session will use best practices from the world of
corporate brand and reputation management and apply them to interpersonal
relationships. Learn how to assess, define, and manage your personal brand and
use a framework to influence key stakeholders’ perceptions of you and your
function.

Monday, 13 May, 2024 / 02:30 PM - 04:30 PM BST


CMO CIRCLE: RESEARCH DISCUSSION: BREAKING THROUGH DYSFUNCTIONAL COLLABORATION TO
DRIVE GROWTH

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Chief marketing officers (CMOs) are increasingly involved in complex growth
initiatives, such as customer experience orchestration, that require high
cross-functional collaboration. However, cross-functional work has problems like
conflicting priorities and dysfunctional group behaviors. In this session, you
will learn how leading CMOs and organizations tackle collaboration drag. Join
the session for a detailed discussion.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


SIGNATURE SERIES: IN THE COMPANY OF GENIUS: LEARNINGS FROM THE BEST DIGITAL
MARKETING BRANDS

Matt Moorut, Director Analyst, KI Leader, Gartner

This session will showcase the key findings from research looking at the best
digital marketing brands from across six sectors in 2023.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


CHANGE THE PERCEPTION OF MARKETING: FROM COST CENTER TO PROFIT DRIVER

Rachel Smith, Principal Analyst, Gartner

Nearly 40% of respondents to Gartner's 2023 CMO Spend and Strategy Survey said
marketing is perceived as a cost center at their company, not a profit center.
There are clear measures that CMOs can take to change this perception – and
surprising data that reveals the importance of perception. In this session,
learn how to advance your measurement capabilities to prove the impact of
marketing, how to improve the efficiency of marketing with marketing operations,
and how to communicate marketing’s value to cross-functional peers.

Tuesday, 14 May, 2024 / 10:00 AM - 10:45 AM BST


CMO CIRCLE: ROUNDTABLE: STRENGTHENING CMOS’ LEADERSHIP AND INFLUENCE

Alexandra Earl, VP, Advisory, Gartner

AI is poised to accelerate the evolution of marketing’s mandate. As leaders,
CMOs will require more than traditional skills and decades of marketing
experience. We’ll ask one another:
What is the ideal CMO mandate in 2024?
How do we articulate clear and realistic boundaries? What don’t we do?
What incremental skills do we need, and what development areas are we currently
prioritizing?

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


SIGNATURE SERIES: BREAKING THROUGH DYSFUNCTIONAL COLLABORATION TO DRIVE GROWTH

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Chief marketing officers (CMOs) are increasingly involved in complex
initiatives, such as experience orchestration, that require high
cross-functional collaboration. However, cross-functional work has problems like
conflicting priorities and dysfunctional group behaviors. In this session, you
will learn more about the drivers of collaboration drag and best practices to
tackle the same.

Tuesday, 14 May, 2024 / 10:15 AM - 11:00 AM BST


ASK THE EXPERT: DOING THE RIGHT LESS: PROTECT MARKETING INVESTMENTS & REFOCUS
SPENDING USING ZERO-BASED PRIORITIZATION

Ewan McIntyre, VP Analyst, Gartner

CMOs often have to make difficult choices about the investments they must cut
and those they can’t afford to lose. Zero-based prioritization (ZBP) offers a
fresh perspective, allowing you to focus on the right less. We'll discuss (1)
the limitations of traditional cost management approaches (2) how ZBP offers a
light-touch entry point to zero basing, and (3) how to apply ZBP across a range
of marketing programs.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


A 3-PART FRAMEWORK FOR EFFECTIVE CHANGE MANAGEMENT

Carlos Guerrero, VP, Advisory, Gartner

Change is constant in marketing and managing it effectively requires a focused
and consistent approach. Yet, CMOs often approach change management
ineffectively by using overly complicated models or disregarding it altogether.
In this session you will learn a practical 3-part framework for effective change
management: minimize the perception of change for change’s sake (the why);
clearly articulate the required change (the what); and minimize resistance to
change by reducing the required effort (the how).

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


THE FUTURE IS DIGITAL AND HUMAN: GARTNER'S UNIFIED COMMERCIAL STRATEGY STUDY
FINDINGS

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Shaping a unified commercial strategy is vital in today's shifting, fast-paced,
and fluid environment. Join us for the most impactful findings from Gartner's
Commercial Strategy Study on sales and marketing alignment, cross-functional
commercial collaboration, and where sales and marketing partnerships drive
outsized results.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMONSTRATING BRAND MARKETING’S COMMERCIAL IMPACT

Alex De Fursac Gash, VP Analyst, Gartner

In the context of tight marketing budgets, gaining internal buy-in for brand
investments is challenging. Demonstrating brand marketing's commercial value to
nonmarketing stakeholders adds to the difficulty. Join us to learn:
1. A best-practice-inspired approach to demonstrate brand marketing's impact,
2. Insights on securing internal buy-in, and
3. Guidance on selecting impactful brand marketing KPIs.

Tuesday, 14 May, 2024 / 01:45 PM - 02:30 PM BST


ROUNDTABLE: PROTECT, PARTNER OR PASS — HOW DO YOU DECIDE WHAT ACTIVITIES
MARKETING OWNS?

Brianna Lux, Director, Advisory, Gartner

CMOs need to collaborate inside and outside the function but often struggle with
the blurred lines of responsibility and accountability of many marketing
activities. Join this lightly facilitated discussion with your peers to exchange
ideas and approaches for defining what marketing truly needs to own and
identifying when to partner with or offload activities to other functions.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


MORE THAN MQLS: HOW TO LEAD THE SHIFT TO IMPACT-BASED DEMAND GENERATION

Jenifer Silverstein, Sr Director Analyst, KI Leader, Gartner

Many marketing leaders strive to measure their contributions strategically.
Still, internal stakeholders often force them into focusing solely on
volume-based metrics, including sales peers, the CFO and even their own
marketing teams. This session will uncover how to lead a change management
effort that measures demand generation based on outcomes, such as pipeline or
revenue, versus only volume-based metrics, such as marketing qualified leads
(MQLs).

Tuesday, 14 May, 2024 / 03:15 PM - 03:45 PM BST


HOW TO FIX THE BIG ISSUES IN YOUR AGENCY RELATIONSHIP TO DRIVE VALUE

Jay Wilson, VP Analyst, KI Leader, Gartner

A CMO's success is dependent on the agency roster and its ability to deliver.
Agencies are as consequential as the CMO's strategies, staff, and martech
investments. Yet agency relationships rarely last long, careening from
infatuation to disillusionment. In this session, we'll examine insights from the
frontlines of agency-client relationships, identify what often goes wrong and
how to prevent it and/or fix it.

Tuesday, 14 May, 2024 / 03:15 PM - 04:00 PM BST


ROUNDTABLE: MARKETING INCLUSIVITY IN 2024

Audrey Brosnan, Sr Director Analyst, Gartner

Inclusion offers promise and peril, forcing CMOs to step lightly between the
diverse demands of customers, employees, legislators, media and special interest
groups. Be it Dylan Mulvaney or DEI programs, CMOs need a deft hand to navigate
these increasingly charged topics. Attendees will learn and share tips on
fostering alignment, navigating competing objectives and preparing for societal
change.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.


MARKETING DATA & ANALYTICS

Monday, 13 May, 2024 / 10:30 AM - 10:50 AM BST


BRANDWATCH: UNDERSTANDING HOW AI IS CHANGING THE SOCIAL MEDIA LANDSCAPE

Nick Taylor, Senior Director at Brandwatch, takes a deep dive into the rapid
rise of Artificial Intelligence (AI) technologies and their impact on social.
Come and listen to Nick unlock the human intelligence aspect of AI and how
social media marketers and analysts can level up their strategies by leveraging
these advancements whilst navigating the new challenges and risks that come with
them.

Monday, 13 May, 2024 / 11:45 AM - 12:15 PM BST


SIMILARWEB: USING DIGITAL SIGNALS TO SHAPE MARKETING SRATEGIES AND FULL FUNNEL
EFFICIENCY

Marta Sulkiewicz, VP GLOBAL RESEARCH SOLUTION, SimilarWeb

Unlock the power of digital signals to take your marketing strategy to the next
level, enhancing full funnel efficiency. In this thought-provoking keynote by
Similarweb, delve into the transformative potential of leveraging consumer and
market intelligence to gain a competitive edge. Discover how organisations
embracing this approach are surpassing rivals, while both disruptors and
established brands navigate market challenges with resilience. Explore
groundbreaking methodologies for utilising digital intelligence data in
unprecedented ways, paving the path for success in the digital age.

Monday, 13 May, 2024 / 12:30 PM - 01:15 PM BST


ROUNDTABLE: WHAT STEPS HAVE YOU TAKEN TO INCREASE MARKETING ANALYTICS MATURITY?

Rachel Smith, Principal Analyst, Gartner

More CMOs increased spending in marketing data and analytics than any other
operational area in 2023. What data and analytics capabilities has your team
been focused on improving? Have you increased marketing analytics maturity by
hiring new talent, starting a new data literacy program or investing in new
technology? What have you tried that you thought would move the needle forward
but fell flat?

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


OPTIMOVE: DRIVE CUSTOMER-CENTRIC GROWTH WITH AI ORCHESTRATION & PERSONALIZATION

Explore how Optimove, the highest scorer in the Journey Orchestration Use Case
in Gartner's 2023 Critical Capabilities for Multichannel Marketing Hubs report,
enables customer-led journeys for personalization and engagement. Discover how
brands, including Jabra, PepsiCo, and DAZN, use Optimove to:
• Discover AI-driven insights to anticipate customer needs and preferences for
real-time engagement.
• Activate rich data for intelligent orchestration to deliver compelling
customer experiences on all channels.
• Leverage advanced segmentation and personalization to increase CLTV and
loyalty.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


DRIVING GROWTH: PROPEL YOUR PIPELINE FORWARD WITH WEBINARS

Achieve a new level of success by aligning both marketing and sales workflows in
your webinar strategy. Join Zoe Fiddes, Sr. Director of Customer Success at
Kaltura for an enlightening session on how you can leverage curated content,
first-party data, and AI to create personalized experiences and achieve pipeline
success before, during, and after your webinars. Get great tips and actionable
insights you can implement immediately to elevate your webinar & pipeline
revenue strategies and accelerate growth. 


Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


CHANGE THE PERCEPTION OF MARKETING: FROM COST CENTER TO PROFIT DRIVER

Rachel Smith, Principal Analyst, Gartner

Nearly 40% of respondents to Gartner's 2023 CMO Spend and Strategy Survey said
marketing is perceived as a cost center at their company, not a profit center.
There are clear measures that CMOs can take to change this perception – and
surprising data that reveals the importance of perception. In this session,
learn how to advance your measurement capabilities to prove the impact of
marketing, how to improve the efficiency of marketing with marketing operations,
and how to communicate marketing’s value to cross-functional peers.

Tuesday, 14 May, 2024 / 10:15 AM - 10:35 AM BST


MAGIC QUADRANT FOR CUSTOMER DATA PLATFORMS

Rachel Smith, Principal Analyst, Gartner

This year, we launched a brand new Magic Quadrant for Customer Data Platforms
(CDPs)! It profiles leading providers and illustrates the evolution of one of
the most in-demand marketing — and enterprise — data technologies. You’ll learn:
— Who are the leading providers in the CDP market, and why?
— What capabilities and characteristics should you seek in a CDP vendor?
— How is the market for CDPs evolving and converging, and what are the
implications?

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


THE FUTURE OF CUSTOMER DATA IN MARKETING

Joseph Enever, Sr Director Analyst, KI Leader, Gartner

CMOs have made big bets on customer data. Yet, these bets are threatened by
value erosion, a loss of control and ownership of customer data in the
enterprise, and a failure to plan for future disruption. In this session, we'll
discuss how to plan for three future horizons of customer data in marketing.


MARKETING INNOVATION

Monday, 13 May, 2024 / 09:30 AM - 10:15 AM BST


OPENING KEYNOTE: BUILDING THE MARKETING FUNCTION OF TOMORROW: FROM DELIVERY TO
DIRECTING DISRUPTION

Matt Moorut, Director Analyst, KI Leader, Gartner

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

The impact and magnitude of new waves of disruption, caused in part by the rise
of generative AI, require CMOs to change their function radically. CMOs must
recast marketing’s value proposition to a driver of long-term resilience,
reimagine the constructs of a digitally enabled organization by balancing the
human-digital mix and reset how they collaborate with partners to increase
value.

Monday, 13 May, 2024 / 11:45 AM - 12:15 PM BST


SIMILARWEB: USING DIGITAL SIGNALS TO SHAPE MARKETING SRATEGIES AND FULL FUNNEL
EFFICIENCY

Marta Sulkiewicz, VP GLOBAL RESEARCH SOLUTION, SimilarWeb

Unlock the power of digital signals to take your marketing strategy to the next
level, enhancing full funnel efficiency. In this thought-provoking keynote by
Similarweb, delve into the transformative potential of leveraging consumer and
market intelligence to gain a competitive edge. Discover how organisations
embracing this approach are surpassing rivals, while both disruptors and
established brands navigate market challenges with resilience. Explore
groundbreaking methodologies for utilising digital intelligence data in
unprecedented ways, paving the path for success in the digital age.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


GENERATIVE AI AND THE C-SUITE: EDUCATE, INSPIRE AND ACTIVATE

Nicole Greene, VP Analyst, KI Leader, Gartner

Every C-suite must have a plan for harnessing the disruptive potential of
GenerativeAI. Success requires collaboration to identify and secure both the
right partnerships and the optimum use cases across the organization. Given AI’s
velocity and potential, CMOs must focus on how it can transform operating models
and customer interactions. Avoid being left behind. Learn how to effectively
focus enterprise implementation and become a catalyst to accelerate productivity
and drive growth.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


THE FUTURE OF CUSTOMER DATA IN MARKETING

Joseph Enever, Sr Director Analyst, KI Leader, Gartner

CMOs have made big bets on customer data. Yet, these bets are threatened by
value erosion, a loss of control and ownership of customer data in the
enterprise, and a failure to plan for future disruption. In this session, we'll
discuss how to plan for three future horizons of customer data in marketing.

Tuesday, 14 May, 2024 / 03:15 PM - 03:45 PM BST


HOW TO FIX THE BIG ISSUES IN YOUR AGENCY RELATIONSHIP TO DRIVE VALUE

Jay Wilson, VP Analyst, KI Leader, Gartner

A CMO's success is dependent on the agency roster and its ability to deliver.
Agencies are as consequential as the CMO's strategies, staff, and martech
investments. Yet agency relationships rarely last long, careening from
infatuation to disillusionment. In this session, we'll examine insights from the
frontlines of agency-client relationships, identify what often goes wrong and
how to prevent it and/or fix it.


MARKETING OPERATIONS

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


SIGNATURE SERIES: KEY INSIGHTS FROM 2024 GARTNER CMO SPEND SURVEY

Ewan McIntyre, VP Analyst, Gartner

For more than a decade, Gartner's annual CMO Spend Survey has been the go-to
report on the state of marketing's spending power and priorities. Get a first
look at key insights from the 2024 study, including: (1) top-level budget trends
amid ongoing technology and geopolitical disruption, (2) spending priorities
across marketing programs and resources, and (3) changing channel preferences
and priorities.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


MASTERING MARKETING OPERATIONS: HOW TO FOCUS EFFORTS TODAY AND PREPARE FOR
TOMORROW

Michael McCune, VP Analyst, Gartner

Marketing operations is a young and rapidly evolving function. Although it has
the potential to do many things, it needs help focusing on the important ones.
It also tends to squander a bit — taking up just under one-third of the budget.
In this session, CMOs will learn how to help marketing operations leaders scale
the impact of current initiatives while setting in motion plans to mature the
function and ensure an effective future state.

Monday, 13 May, 2024 / 02:30 PM - 04:30 PM BST


CMO CIRCLE: RESEARCH DISCUSSION: BREAKING THROUGH DYSFUNCTIONAL COLLABORATION TO
DRIVE GROWTH

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Chief marketing officers (CMOs) are increasingly involved in complex growth
initiatives, such as customer experience orchestration, that require high
cross-functional collaboration. However, cross-functional work has problems like
conflicting priorities and dysfunctional group behaviors. In this session, you
will learn how leading CMOs and organizations tackle collaboration drag. Join
the session for a detailed discussion.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


CHANGE THE PERCEPTION OF MARKETING: FROM COST CENTER TO PROFIT DRIVER

Rachel Smith, Principal Analyst, Gartner

Nearly 40% of respondents to Gartner's 2023 CMO Spend and Strategy Survey said
marketing is perceived as a cost center at their company, not a profit center.
There are clear measures that CMOs can take to change this perception – and
surprising data that reveals the importance of perception. In this session,
learn how to advance your measurement capabilities to prove the impact of
marketing, how to improve the efficiency of marketing with marketing operations,
and how to communicate marketing’s value to cross-functional peers.

Monday, 13 May, 2024 / 04:00 PM - 04:45 PM BST


ASK THE EXPERT: RIGHT-SIZING THE REMIT OF MARKETING OPERATIONS

Michael McCune, VP Analyst, Gartner

The marketing operations function is about to turn five. What does the current
state of affairs look like? How should it be resourced to support planning,
financial management, martech objectives, data initiatives and process
improvement? In this session, you can ask questions on pressing issues like how
you could (or should) right-size the remit of your marketing operations
function.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


SIGNATURE SERIES: BREAKING THROUGH DYSFUNCTIONAL COLLABORATION TO DRIVE GROWTH

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Chief marketing officers (CMOs) are increasingly involved in complex
initiatives, such as experience orchestration, that require high
cross-functional collaboration. However, cross-functional work has problems like
conflicting priorities and dysfunctional group behaviors. In this session, you
will learn more about the drivers of collaboration drag and best practices to
tackle the same.

Tuesday, 14 May, 2024 / 10:15 AM - 11:00 AM BST


ASK THE EXPERT: DOING THE RIGHT LESS: PROTECT MARKETING INVESTMENTS & REFOCUS
SPENDING USING ZERO-BASED PRIORITIZATION

Ewan McIntyre, VP Analyst, Gartner

CMOs often have to make difficult choices about the investments they must cut
and those they can’t afford to lose. Zero-based prioritization (ZBP) offers a
fresh perspective, allowing you to focus on the right less. We'll discuss (1)
the limitations of traditional cost management approaches (2) how ZBP offers a
light-touch entry point to zero basing, and (3) how to apply ZBP across a range
of marketing programs.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMYSTIFYING MARKETING'S AI-ENABLED TRANSFORMATION

Carlos Guerrero, VP, Advisory, Gartner

Rapid technological change is making marketing skills more perishable.
Ultimately, CMOs must build a future-proof marketing organization that
contributes to long-term business health, where marketing staff are leveraged
with the right technology and operational enablers. In this session, you'll
learn about AI-enabled marketing teams, what levers to pull to accelerate
marketing transformation, and how to tackle critical challenges around
organizational design, talent, operations, and technology.


MARKETING ORGANIZATION DESIGN

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


ADVANCE YOUR APPROACH TO ORG DESIGN

Amy Abatangle, Sr Director Analyst, Gartner

Today’s CMOs must understand how to adjust the organization of the marketing
function to close capability gaps and plan for the future. Don’t spend hours
analyzing your team structure. Instead, join this session to learn how you can
systematically link the design of the marketing function to strategic and
operational drivers to maximize your team's effectiveness.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


A 3-PART FRAMEWORK FOR EFFECTIVE CHANGE MANAGEMENT

Carlos Guerrero, VP, Advisory, Gartner

Change is constant in marketing and managing it effectively requires a focused
and consistent approach. Yet, CMOs often approach change management
ineffectively by using overly complicated models or disregarding it altogether.
In this session you will learn a practical 3-part framework for effective change
management: minimize the perception of change for change’s sake (the why);
clearly articulate the required change (the what); and minimize resistance to
change by reducing the required effort (the how).

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMYSTIFYING MARKETING'S AI-ENABLED TRANSFORMATION

Carlos Guerrero, VP, Advisory, Gartner

Rapid technological change is making marketing skills more perishable.
Ultimately, CMOs must build a future-proof marketing organization that
contributes to long-term business health, where marketing staff are leveraged
with the right technology and operational enablers. In this session, you'll
learn about AI-enabled marketing teams, what levers to pull to accelerate
marketing transformation, and how to tackle critical challenges around
organizational design, talent, operations, and technology.

Tuesday, 14 May, 2024 / 01:45 PM - 02:30 PM BST


ROUNDTABLE: PROTECT, PARTNER OR PASS — HOW DO YOU DECIDE WHAT ACTIVITIES
MARKETING OWNS?

Brianna Lux, Director, Advisory, Gartner

CMOs need to collaborate inside and outside the function but often struggle with
the blurred lines of responsibility and accountability of many marketing
activities. Join this lightly facilitated discussion with your peers to exchange
ideas and approaches for defining what marketing truly needs to own and
identifying when to partner with or offload activities to other functions.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.


MARKETING STRATEGIC PLANNING

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


HOW TO ESCAPE MARTECH’S PRISONER’S DILEMMA

Audrey Brosnan, Sr Director Analyst, Gartner

Martech was already costly and complex, requiring constant care and feeding. Now
as AI arrives, CMOs must plan for more investments without a clear path to
marketing results and without further overburdening marketers. Get grounded with
a new framework for assessing marketing tech and marketing channel strategy
together, helping you plan for high-stakes and interdependent decisions
surrounding AI.

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


SIGNATURE SERIES: KEY INSIGHTS FROM 2024 GARTNER CMO SPEND SURVEY

Ewan McIntyre, VP Analyst, Gartner

For more than a decade, Gartner's annual CMO Spend Survey has been the go-to
report on the state of marketing's spending power and priorities. Get a first
look at key insights from the 2024 study, including: (1) top-level budget trends
amid ongoing technology and geopolitical disruption, (2) spending priorities
across marketing programs and resources, and (3) changing channel preferences
and priorities.

Monday, 13 May, 2024 / 02:30 PM - 03:00 PM BST


IT'S ALWAYS ABOUT GROWTH: A CMO'S GUIDE TO SUPPORTING BUSINESS GROWTH

Chris Ross, VP Analyst, Gartner

CEOs and CFOs demand growth. Savvy CMOs are laser-focused on the growth mandate
and how it shapes marketing strategy and priorities. Business growth requires a
detailed understanding of underlying growth drivers and clarity on the role of
marketing in supporting those core areas. This session will provide a framework
for assessing business growth and how to best align marketing to growth
initiatives.

Monday, 13 May, 2024 / 02:30 PM - 03:15 PM BST


ASK THE EXPERT: HOW TO CREATE 'PHYGITAL' EXPERIENCES ACROSS DIGITAL AND PHYSICAL
CHANNELS?

Jessica Dervyn, Sr Principal, Research, Gartner

Customer journeys have historically been digital (online) or physical (offline).
But customers nowadays are hybrid as they use multiple digital and physical
channels at once, such as using a mobile app within a store or working with a
sales representative. This session will answer question on how to decipher these
complex journeys and take advantage of 'phygital' customer behaviors.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 02:30 PM - 04:30 PM BST


CMO CIRCLE: RESEARCH DISCUSSION: BREAKING THROUGH DYSFUNCTIONAL COLLABORATION TO
DRIVE GROWTH

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Chief marketing officers (CMOs) are increasingly involved in complex growth
initiatives, such as customer experience orchestration, that require high
cross-functional collaboration. However, cross-functional work has problems like
conflicting priorities and dysfunctional group behaviors. In this session, you
will learn how leading CMOs and organizations tackle collaboration drag. Join
the session for a detailed discussion.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 03:15 PM - 03:45 PM BST


DRIVING GROWTH: PROPEL YOUR PIPELINE FORWARD WITH WEBINARS

Achieve a new level of success by aligning both marketing and sales workflows in
your webinar strategy. Join Zoe Fiddes, Sr. Director of Customer Success at
Kaltura for an enlightening session on how you can leverage curated content,
first-party data, and AI to create personalized experiences and achieve pipeline
success before, during, and after your webinars. Get great tips and actionable
insights you can implement immediately to elevate your webinar & pipeline
revenue strategies and accelerate growth. 


Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


SIGNATURE SERIES: IN THE COMPANY OF GENIUS: LEARNINGS FROM THE BEST DIGITAL
MARKETING BRANDS

Matt Moorut, Director Analyst, KI Leader, Gartner

This session will showcase the key findings from research looking at the best
digital marketing brands from across six sectors in 2023.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


CHANGE THE PERCEPTION OF MARKETING: FROM COST CENTER TO PROFIT DRIVER

Rachel Smith, Principal Analyst, Gartner

Nearly 40% of respondents to Gartner's 2023 CMO Spend and Strategy Survey said
marketing is perceived as a cost center at their company, not a profit center.
There are clear measures that CMOs can take to change this perception – and
surprising data that reveals the importance of perception. In this session,
learn how to advance your measurement capabilities to prove the impact of
marketing, how to improve the efficiency of marketing with marketing operations,
and how to communicate marketing’s value to cross-functional peers.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


SIGNATURE SERIES: BREAKING THROUGH DYSFUNCTIONAL COLLABORATION TO DRIVE GROWTH

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Chief marketing officers (CMOs) are increasingly involved in complex
initiatives, such as experience orchestration, that require high
cross-functional collaboration. However, cross-functional work has problems like
conflicting priorities and dysfunctional group behaviors. In this session, you
will learn more about the drivers of collaboration drag and best practices to
tackle the same.

Tuesday, 14 May, 2024 / 10:15 AM - 11:00 AM BST


ASK THE EXPERT: DOING THE RIGHT LESS: PROTECT MARKETING INVESTMENTS & REFOCUS
SPENDING USING ZERO-BASED PRIORITIZATION

Ewan McIntyre, VP Analyst, Gartner

CMOs often have to make difficult choices about the investments they must cut
and those they can’t afford to lose. Zero-based prioritization (ZBP) offers a
fresh perspective, allowing you to focus on the right less. We'll discuss (1)
the limitations of traditional cost management approaches (2) how ZBP offers a
light-touch entry point to zero basing, and (3) how to apply ZBP across a range
of marketing programs.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


A 3-PART FRAMEWORK FOR EFFECTIVE CHANGE MANAGEMENT

Carlos Guerrero, VP, Advisory, Gartner

Change is constant in marketing and managing it effectively requires a focused
and consistent approach. Yet, CMOs often approach change management
ineffectively by using overly complicated models or disregarding it altogether.
In this session you will learn a practical 3-part framework for effective change
management: minimize the perception of change for change’s sake (the why);
clearly articulate the required change (the what); and minimize resistance to
change by reducing the required effort (the how).

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


THE FUTURE IS DIGITAL AND HUMAN: GARTNER'S UNIFIED COMMERCIAL STRATEGY STUDY
FINDINGS

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Shaping a unified commercial strategy is vital in today's shifting, fast-paced,
and fluid environment. Join us for the most impactful findings from Gartner's
Commercial Strategy Study on sales and marketing alignment, cross-functional
commercial collaboration, and where sales and marketing partnerships drive
outsized results.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMONSTRATING BRAND MARKETING’S COMMERCIAL IMPACT

Alex De Fursac Gash, VP Analyst, Gartner

In the context of tight marketing budgets, gaining internal buy-in for brand
investments is challenging. Demonstrating brand marketing's commercial value to
nonmarketing stakeholders adds to the difficulty. Join us to learn:
1. A best-practice-inspired approach to demonstrate brand marketing's impact,
2. Insights on securing internal buy-in, and
3. Guidance on selecting impactful brand marketing KPIs.


MARKETING TALENT MANAGEMENT

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMYSTIFYING MARKETING'S AI-ENABLED TRANSFORMATION

Carlos Guerrero, VP, Advisory, Gartner

Rapid technological change is making marketing skills more perishable.
Ultimately, CMOs must build a future-proof marketing organization that
contributes to long-term business health, where marketing staff are leveraged
with the right technology and operational enablers. In this session, you'll
learn about AI-enabled marketing teams, what levers to pull to accelerate
marketing transformation, and how to tackle critical challenges around
organizational design, talent, operations, and technology.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


FUTURE-PROOFING YOUR BRAND: ROADMAP TO WIN WITH GEN Z

Jessica Dervyn, Sr Principal, Research, Gartner

As the first digital-native generation, Gen Z are redefining standards for
engagement and digital experiences across multiple channels. Join us to explore
how to position your brand to successfully connect with Gen Z unique behaviors
and values and to capture their growing buying power now and in the future.
You'll discover a roadmap along with brand examples to win with gen Z across
social media, your brand site, and your brand messages.

Tuesday, 14 May, 2024 / 03:15 PM - 03:45 PM BST


HOW TO FIX THE BIG ISSUES IN YOUR AGENCY RELATIONSHIP TO DRIVE VALUE

Jay Wilson, VP Analyst, KI Leader, Gartner

A CMO's success is dependent on the agency roster and its ability to deliver.
Agencies are as consequential as the CMO's strategies, staff, and martech
investments. Yet agency relationships rarely last long, careening from
infatuation to disillusionment. In this session, we'll examine insights from the
frontlines of agency-client relationships, identify what often goes wrong and
how to prevent it and/or fix it.

Tuesday, 14 May, 2024 / 03:15 PM - 04:00 PM BST


ROUNDTABLE: MARKETING INCLUSIVITY IN 2024

Audrey Brosnan, Sr Director Analyst, Gartner

Inclusion offers promise and peril, forcing CMOs to step lightly between the
diverse demands of customers, employees, legislators, media and special interest
groups. Be it Dylan Mulvaney or DEI programs, CMOs need a deft hand to navigate
these increasingly charged topics. Attendees will learn and share tips on
fostering alignment, navigating competing objectives and preparing for societal
change.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.


MEDIA AND ADVERTISING

Monday, 13 May, 2024 / 11:00 AM - 11:30 AM BST


THE FUTURE OF SEARCH AND WHAT IT MEANS FOR YOUR BRAND

Andrew Frank, Distinguished VP Analyst, Gartner

Consumers are increasingly turning to Amazon, Instagram and TikTok instead of
Google for many search queries. At the same time, Google’s new GenAI search
functionality is expected to impact brand organic visibility, search ad
performance and website traffic. Get prepared to adapt content, influencers and
SEO strategy to these new changes.

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


ADVERTISING AUTOMATION: AI REINVENTS MEDIA PLANNING, OPTIMIZATION AND CREATIVE

Andrew Frank, Distinguished VP Analyst, Gartner

Advertising has undergone seismic shifts in the last few years, and AI promises
to upend media planning, optimization and creative. Amid disruptions to
targeting and measurement, CMOs and their teams must adopt an impact-first
approach to their advertising technology and AI pilots. Join this session to
learn how automation and AI are impacting these core marketing activities.


MESSAGING AND DIFFERENTIATION

Monday, 13 May, 2024 / 11:00 AM - 12:30 PM BST


WORKSHOP: ACTIVATING YOUR DIFFERENTIATION THROUGH STORYTELLING

Elizabeth Jones, Sr Director Analyst, Gartner

Having a differentiator without effective storytelling choreography can result
in the customer attempting to connect dots instead of being provided a soft
landing of understanding. Learn about how to transform your differentiator(s)
into an compelling story that can be leveraged by marketing and sales that will
scale across customers and catalyze action.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


DEMYSTIFYING PERSONALIZATION

Alex De Fursac Gash, VP Analyst, Gartner

Despite growing challenges of data availability and customer privacy concerns,
personalisation is still seen as a necessary means to engage with audiences
effectively. Some approaches work well, but many don’t. This session will
demystify what makes for effective, scalable personalisation. You'll learn which
myths (if any) hold true; and best practices to make the most of your
personalisation efforts.

Monday, 13 May, 2024 / 04:00 PM - 04:30 PM BST


SIGNATURE SERIES: IN THE COMPANY OF GENIUS: LEARNINGS FROM THE BEST DIGITAL
MARKETING BRANDS

Matt Moorut, Director Analyst, KI Leader, Gartner

This session will showcase the key findings from research looking at the best
digital marketing brands from across six sectors in 2023.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


TO BUY IS HUMAN: APPEAL TO THE EMOTIONAL B2B BUYING JOURNEY

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B marketing leaders obsess over meeting buyer needs but typically fail to
account for the underlying element that affects most major purchases: emotions.
Join this session to view the buying experience through the lens of your
customers via insights from a series of Gartner-led B2B buyer interviews. Learn
how B2B buyers balance logical reasoning and intuition across their path to
purchase, and how you can optimize your buyer experience accordingly.


REPUTATION MANAGEMENT

Tuesday, 14 May, 2024 / 11:45 AM - 12:30 PM BST


ASK THE EXPERT: ACTIVATING EMPLOYEES AS ADVOCATES OF YOUR BRAND

Alexandra Earl, VP, Advisory, Gartner

Employees are likely to be their company’s best and most trusted advocates;
however, many organizations struggle to engage them as brand ambassadors. Learn
how to improve in this area by asking a Gartner expert questions such as: How do
you set business goals for activating employees as ambassadors? What makes it
easy for employees to contribute? How can you measure program success? How do
you sustain employee engagement over time?

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


NAVIGATING THE GENAI FRONTIER: THE DUAL FACETS OF REPUTATION RISKS

Alexandra Earl, VP, Advisory, Gartner

The adoption of generative AI surfaces two inherent types of reputation risks.
Internally, CMOs must consider perception and potential backlash for using it
and define clear guidelines for employees and partners working on their behalf.
Externally, bad actors now have the greatest potential to use generative AI to
cause brand harm. Learn best practices for protecting your brand in this new
reality.

Tuesday, 14 May, 2024 / 03:15 PM - 04:00 PM BST


ROUNDTABLE: MARKETING INCLUSIVITY IN 2024

Audrey Brosnan, Sr Director Analyst, Gartner

Inclusion offers promise and peril, forcing CMOs to step lightly between the
diverse demands of customers, employees, legislators, media and special interest
groups. Be it Dylan Mulvaney or DEI programs, CMOs need a deft hand to navigate
these increasingly charged topics. Attendees will learn and share tips on
fostering alignment, navigating competing objectives and preparing for societal
change.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.


SALES ENABLEMENT

Monday, 13 May, 2024 / 02:30 PM - 02:50 PM BST


MAGIC QUADRANT FOR DIGITAL COMMERCE

Ant Duffin, Sr Director Analyst, KI Leader, Gartner

Gartner's Magic Quadrant provides market analysis and assessment standards to
support buyers in selecting vendors and services. In this session, we will
understand what digital commerce platforms offer today, give an overview of
market conditions and assess the vendors on the Magic Quadrant.

Monday, 13 May, 2024 / 04:00 PM - 04:45 PM BST


ASK THE EXPERT: HOW TO IGNITE THE SPARK IN SELLERS THROUGH SALES ENABLEMENT

Elizabeth Jones, Sr Director Analyst, Gartner

Sellers often tune out of sales enablement and training efforts because there is
too much noise. This session targeting marketing leaders will discuss how to get
sellers to want to learn, try new behaviors and live the training through their
daily activities. Join us and ask our experts questions.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


THE FUTURE IS DIGITAL AND HUMAN: GARTNER'S UNIFIED COMMERCIAL STRATEGY STUDY
FINDINGS

Kristina LaRocca-Cerrone, Sr Director, Advisory, KI Leader, Gartner

Shaping a unified commercial strategy is vital in today's shifting, fast-paced,
and fluid environment. Join us for the most impactful findings from Gartner's
Commercial Strategy Study on sales and marketing alignment, cross-functional
commercial collaboration, and where sales and marketing partnerships drive
outsized results.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


TO BUY IS HUMAN: APPEAL TO THE EMOTIONAL B2B BUYING JOURNEY

Rick LaFond, Director Analyst, KI Leader, Gartner

B2B marketing leaders obsess over meeting buyer needs but typically fail to
account for the underlying element that affects most major purchases: emotions.
Join this session to view the buying experience through the lens of your
customers via insights from a series of Gartner-led B2B buyer interviews. Learn
how B2B buyers balance logical reasoning and intuition across their path to
purchase, and how you can optimize your buyer experience accordingly.


SOCIAL MEDIA

Monday, 13 May, 2024 / 10:30 AM - 10:50 AM BST


BRANDWATCH: UNDERSTANDING HOW AI IS CHANGING THE SOCIAL MEDIA LANDSCAPE

Nick Taylor, Senior Director at Brandwatch, takes a deep dive into the rapid
rise of Artificial Intelligence (AI) technologies and their impact on social.
Come and listen to Nick unlock the human intelligence aspect of AI and how
social media marketers and analysts can level up their strategies by leveraging
these advancements whilst navigating the new challenges and risks that come with
them.

Tuesday, 14 May, 2024 / 11:45 AM - 12:30 PM BST


ASK THE EXPERT: ACTIVATING EMPLOYEES AS ADVOCATES OF YOUR BRAND

Alexandra Earl, VP, Advisory, Gartner

Employees are likely to be their company’s best and most trusted advocates;
however, many organizations struggle to engage them as brand ambassadors. Learn
how to improve in this area by asking a Gartner expert questions such as: How do
you set business goals for activating employees as ambassadors? What makes it
easy for employees to contribute? How can you measure program success? How do
you sustain employee engagement over time?

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.


STRATEGIC MEASUREMENT AND KPIS

Monday, 13 May, 2024 / 11:00 AM - 11:45 AM BST


ASK THE EXPERT: HOW DO I MEASURE AND REPORT ON BRAND HEALTH?

Chris Ross, VP Analyst, Gartner

Measuring a brand is tricky since it has deep and broad-ranging impacts over
longtime periods. This is a chance to ask about the ongoing measurement of your
brand communication to leadership. Come prepared with such questions as:
•How often should I measure and report on brand health?
•How do I tell the story of the ongoing status of the brand to leadership?
•What are the pitfalls to avoid when measuring brand?

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 01:45 PM - 02:15 PM BST


DEMONSTRATING BRAND MARKETING’S COMMERCIAL IMPACT

Alex De Fursac Gash, VP Analyst, Gartner

In the context of tight marketing budgets, gaining internal buy-in for brand
investments is challenging. Demonstrating brand marketing's commercial value to
nonmarketing stakeholders adds to the difficulty. Join us to learn:
1. A best-practice-inspired approach to demonstrate brand marketing's impact,
2. Insights on securing internal buy-in, and
3. Guidance on selecting impactful brand marketing KPIs.


SUSTAINABILITY, ESG AND DEI

Monday, 13 May, 2024 / 03:15 PM - 04:00 PM BST


ROUNDTABLE: WHAT IS THE ROLE OF MARKETING AND BRAND IN ESG STRATEGY?

Dean Vitté, Director, Advisory, Gartner

Brands face continued pressure to communicate their impact on the environment as
customers continue to prioritize ESG and sustainability in their buying
decisions. However, ESG is new territory for many marketers. Join this
discussion to get support from an expert as well as your peers. You'll leave
with a sense of clarity and capability around the role you can play in ESG, in
ways that set you up for success.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.

Tuesday, 14 May, 2024 / 11:45 AM - 12:15 PM BST


MARKETING AND BRAND’S ROLE IN ESG AND SUSTAINABILITY STRATEGY

Dean Vitté, Director, Advisory, Gartner

62% customers care more about the sustainability practices of companies today
than they did one to two years ago, and more willing to boycott companies that
they perceive to be paying lip servuce This combined with recent regulations
mean organizations are prioritizing Sustainability initiatives. Join us to
understand how brands prioritize initiatives; help ESG stakeholders understand
audience expectations; and create an ESG narrative to engage customers.

Tuesday, 14 May, 2024 / 03:15 PM - 04:00 PM BST


ROUNDTABLE: MARKETING INCLUSIVITY IN 2024

Audrey Brosnan, Sr Director Analyst, Gartner

Inclusion offers promise and peril, forcing CMOs to step lightly between the
diverse demands of customers, employees, legislators, media and special interest
groups. Be it Dylan Mulvaney or DEI programs, CMOs need a deft hand to navigate
these increasingly charged topics. Attendees will learn and share tips on
fostering alignment, navigating competing objectives and preparing for societal
change.

Please Note: Based on availability and eligibility you may sign-up for the
session via Conference Navigator after you register for this conference.


TARGETING AND SEGMENTATION

Monday, 13 May, 2024 / 12:30 PM - 01:00 PM BST


DEMYSTIFYING PERSONALIZATION

Alex De Fursac Gash, VP Analyst, Gartner

Despite growing challenges of data availability and customer privacy concerns,
personalisation is still seen as a necessary means to engage with audiences
effectively. Some approaches work well, but many don’t. This session will
demystify what makes for effective, scalable personalisation. You'll learn which
myths (if any) hold true; and best practices to make the most of your
personalisation efforts.

Tuesday, 14 May, 2024 / 10:15 AM - 10:35 AM BST


MAGIC QUADRANT FOR CUSTOMER DATA PLATFORMS

Rachel Smith, Principal Analyst, Gartner

This year, we launched a brand new Magic Quadrant for Customer Data Platforms
(CDPs)! It profiles leading providers and illustrates the evolution of one of
the most in-demand marketing — and enterprise — data technologies. You’ll learn:
— Who are the leading providers in the CDP market, and why?
— What capabilities and characteristics should you seek in a CDP vendor?
— How is the market for CDPs evolving and converging, and what are the
implications?

Tuesday, 14 May, 2024 / 10:15 AM - 10:45 AM BST


ADVERTISING AUTOMATION: AI REINVENTS MEDIA PLANNING, OPTIMIZATION AND CREATIVE

Andrew Frank, Distinguished VP Analyst, Gartner

Advertising has undergone seismic shifts in the last few years, and AI promises
to upend media planning, optimization and creative. Amid disruptions to
targeting and measurement, CMOs and their teams must adopt an impact-first
approach to their advertising technology and AI pilots. Join this session to
learn how automation and AI are impacting these core marketing activities.

Tuesday, 14 May, 2024 / 02:30 PM - 03:00 PM BST


FUTURE-PROOFING YOUR BRAND: ROADMAP TO WIN WITH GEN Z

Jessica Dervyn, Sr Principal, Research, Gartner

As the first digital-native generation, Gen Z are redefining standards for
engagement and digital experiences across multiple channels. Join us to explore
how to position your brand to successfully connect with Gen Z unique behaviors
and values and to capture their growing buying power now and in the future.
You'll discover a roadmap along with brand examples to win with gen Z across
social media, your brand site, and your brand messages.

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