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

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

May 18, 2017
8:00 a.m. – 11:00 a.m.

Members: $89
Non-members: $129

Arcadian Lofts
401 Bay St., 8th floor
Toronto, ON
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Agengy59   Rogers Communications Inc.    Brainrider

The ABER Group  Ariad Communications  CNW   


Be inspired by leading B2B marketing organizations who out-innovate the competition. We'll be covering statistics and trends, technology tools, data-backed insights, content marketing and sales alignment. CMAb2b shows you how and when to apply the latest tools to ensure alignment among sales and marketing to boost your marketing ROI.


Agenda & Speaker Information

8:00 AM
Networking & Registration
8:30 AM
Exceed Your Demand Gen Goals

Diana Luu
Head of LinkedIn Marketing Solutions Canada

Marketers are more likely than ever to have a seat at the revenue table with the C-suite. But with this raised profile comes added accountability. Increasingly, marketers are concerned with how to exceed demand gen objectives that demonstrate their impact to the bottom line.

Meet Diana Luu

Diana Luu

Diana Luu has been the Head of Marketing Solutions at LinkedIn in Canada since 2016. She joined LinkedIn in 2010 working in various positions across North America. Prior to joining LinkedIn, Ms. Luu worked at Bell Media managing Affiliate Relationships. She worked at AOL Canada from 2007 - 2010 as their Financial Analyst and Sales Produce for their Media business. As the Head of LinkedIn Marketing Solutions in Canada, she's responsible for shaping and executing the growth strategy for our Marketings Solutions business in the Canadian market.  Her teams work with SMBs and large Enterprise customers across all industries and verticals. They leverage LinkedIn's global scale, first party data, insights and performance-driven advertising products to help their customers build relationships with the world's professionals to ultimately grow their businesses. 

9:20 AM
Networking Break
9:35 AM
An Integrated Approach to Driving Results

Michelle Cody
Senior Director, Marketing Planning & Operations

Michelle will share the story of Rogers’ journey to launch Unison to the small business market. To build the credibility necessary to promote a new product to a new market required a new and innovative marketing plan.

Learn how to create a successful B2B marketing strategy by shifting your thinking to a truly integrated approach involving mass, traditional, social, digital, content and marketing automation to drive results.

Meet Michelle Cody

Michelle Cody is a seasoned marketer with a proven record of helping start-ups and established businesses embrace innovation to grow and creatively disrupt markets. Passionate about the opportunities that emerging technologies provide, she currently leads the digital transformation of marketing in Rogers Enterprise Business Unit.
To her current role, Michelle brings more than 20 years of experience in acquisition marketing, customer base management, product development and product management. Her expertise in business planning and strategy development are grounded in deep customer insights. 

As the General Manager of Zoocasa, an online and mobile lead generation model for the real estate industry, Michelle developed the brand and delivered five-fold growth to the company. 
Michelle champions a “test, learn and optimize” approach to helping businesses accelerate growth. She is a firm believer in engaging and converting prospects and customers with relevant, value-added content on digital and social channels.

A graduate of Queen’s University, Electrical Engineering, Michelle lives in Toronto with her husband and two boys.

10:05 AM
Networking Break
10:15 AM
Building Your Company’s Account-based Marketing (ABM) Roadmap

Nolin LeChasseur
Co-founder & CMO

Jessica Fewless
Vice President, ABM Strategy, Field & Channel Marketing

Where to start, what to expect, and how to measure success                               

Your company may have already invested in ABM, you may be actively evaluating solutions and building plans, or you may still be trying to understand if and how it fits into your strategy.

Nolin LeChasseur from Brainrider and Jessica Fewless from Demandbase will explain how ABM can be an overlay for your entire pipeline marketing strategy, what sort of results you can expect, and how to structure your ABM plan for realistic, measurable, continuous improvement. 

If you’re just getting started, you’ll learn what to focus on first.  If you’re already on your ABM journey, you will learn how to advance from your early accomplishments into higher ROI territory.

You will also learn what questions to ask as you evaluate ABM solution vendors, and how to select the right technology stack for your business.

Meet Nolan LeChasseur

Nolan LeChasseurNolin brings 12 years of client-side experience and 8 years of agency perspective to the conversation, and has a valuable blend of marketing and technology expertise. His deep knowledge of marketing automation, prospect intelligence and sales acceleration has delivered results for B2B companies throughout North America and Europe. Clients include Salesforce Pardot, Pitney Bowes, Kelly Services, Elsevier, Rogers, Yellow Pages, Arris, West Corporation, Prophix and some other juicy ones we’re not allowed to mention.

Meet Jessica Fewless

Jessica FewlessJessica is a highly-regarded thought leader in the B2B marketing space, having coached 100’s of companies, from large Enterprise to agile startups, on shifting to the account-based approach. In addition, she’s created over 16 hours of ABM Certification curriculum to help all B2B marketers learn the basics and best practices for building a successful ABM strategy. Jessica is uniquely positioned to offer advice on how ABM is most commonly adopted, as well as firsthand learnings from how she’s helped pioneer its usage at Demandbase.

10:55 AM
Closing Remarks & Networking


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