CMAb2b - Align sales and marketing to boost ROI and out-innovate competition

The B2B buyer has evolved. They expect real-time, personalized interactions throughout each stage of their buying journey. 

In order to connect with our buyers, marketers must adopt a customer-centric approach to sales and marketing. By engaging, understanding, and recommending information to our prospects throughout the buyer’s journey, we best serve their needs. 

Taking on a personalized, conversational approach to our marketing not only improves the buyer experience, but also improves our pipeline results.

In this session, we’ll provide you with strategic and tactical advice on how to build trust and deliver value to prospective customers throughout the buyer’s journey, with natural conversations.

Meet Scott Armstrong
Co-Founder and General Manager
BRAINRIDER

Scott Armstrong is Co-Founder and General Manager of Brainrider, a B2B marketing agency focused on delivering better pipeline results.

Before launching Brainrider, Scott worked in leadership positions at marketing service agencies including Sequentia | Environics (as General Manager), The Hive Strategic Marketing (as VP GAD), and Young & Rubicam Advertising (in both Chicago and Toronto, as VP Account Director).

Previously, he held corporate marketing roles with the Institute for International Research and INFONEX Business Information. Scott has worked with clients including BMO Financial Group, Rogers Wireless, The Yellow Pages Group, HP, Bell Canada, Miller Brewing, TD Waterhouse, RAYOVAC, Ericsson Mobile Phones, RIM, AT&T, Brown-Foreman, and Molson Brewing. He has delivered results across a wide range of communications channels including digital and web communications, social media, TV, print, radio, out-of-home, direct response, promotions, sponsorships, and channel marketing.

Meet Jared Fuller
Senior Director of Partnerships
DRIFT

Jared Fuller is an Entrepreneur, Advisor and Board member for B2B startups. He previously owned a marketing agency, was the Founder of JobHive, and most recently was the VP of Sales & BD at PandaDoc where he grew revenue by a multiple of 10x. Currently, Jared is the Sr. Director of Partnerships at Drift, one of the fastest growing B2B startups ever, where he is building Drift's integration ecosystem and global partner programs.

Small businesses represent 97.9% of Canadian businesses, employing 69.7% of the total private labour force, according to Industry Canada. They represent a huge marketing demographic that has been misunderstood and overlooked for far too long.

Small business owners put their hearts and souls into their work and care about more than just the bottom line. Cargo has spent the last decade studying the marketing needs of small business owners, and in this session will share the top ten learnings they have observed to help you effectively reach this valuable demographic effectively. As personalized marketing becomes increasingly important, Cargo will help explain how you can target your messaging, while connecting with this growing demographic.

Meet Miki Velemirovich
President
CARGO

Miki Velemirovich, President of Cargo’s Canadian operations, is an experienced marketing expert with over 20 years of big brand experience. Prior to Cargo, Mr. Velemirovich spent 12 years working for Mercedes-Benz Canada. Throughout his tenure, he took on a number of roles and high-profile projects including the launch of the connected car platform for the North American market, and with it, a digital reinvention and transformation of the customer experience. While leading marketing for the commercial vehicle division, Mr. Velemirovich closely studied the behaviors and motivations of small businesses. Miki graduated from Brock University with an honours degree in business administration, with a focus on finance and economics. He later earned his MBA from Schulich School of Business with a specialization in marketing.

Never have the possibilities for unifying and automating all media, screens, data, and creativity at scale for B2B digital marketers been so exciting until the acquisition of Marketo by Adobe just five months ago. Join Adobe Ad Cloud’s James Hannah for an insightful sneak peak into what this acquisition means to Canadian B2B marketers, how will it impact current trends and the marketing technology in the works that will be made available from the resulting integrations.

Meet James Hannah
Group Director
ADOBE AD CLOUD

James Hannah is the Group Director at Adobe AdCloud Canada, where he works with brands and agencies to build, educate, and grow their programmatic strategies and offerings. Prior to joining Adobe (coming from the TubeMogul acquisition in 2017), James worked agency side at Zenith, where he was responsible for planning and buying digital media for a notable FSI and CPG company. Marketing was always in his future and was sealed following graduation from Dalhousie University in 2011 with an MBA in Marketing.

Passionate about digital advertising, James has sat on both the IAB Video Committee and the ACA Technical Advisory Committee. In his spare time, James enjoys the outdoors through fishing and camping and has been playing the guitar for over 15 years.

Meet Ray Deutschbein
Senior Enterprise Account Executive
MARKETO, ADOBE CANADA