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

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

April 10, 2019
8:00 a.m. – 11:35 a.m.

Members: $139
Non-Members: $239

(Early-Bird Pricing Ended Mar. 20)

St James Cathedral
Snell Hall
65 Church St.
Toronto, ON M5C 2E9
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Adobe    Brainrider    The Cargo Agency   Intercept Group

Captivate    The ABER Group    Ayima   CNW    Cleansheets Communications

MD inbox marketing     kaiser lachance    NabsTriangles



CMAb2b continues to deliver a sold-out crowd of B2B professionals. Covering everything from trends, technology tools, 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.



8:00 AM
Breakfast & Networking
8:25 AM
Opening Remarks
8:35 AM
The Conversational Framework:
How to Optimize Conversations for the Buyer’s Journey

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.

Scott ArmstrongMeet Scott Armstrong
Co-Founder and General Manager

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.

Jared FulleMeet Jared Fuller
Senior Director of Partnerships

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.

9:15 AM
Sales and Marketing Walk Into a Bar...

This probably won’t end well. Aligning sales and marketing teams can feel impossible. Yet, it’s critical to the success of any account-based marketing initiative. Join Michael Thibodeau, former Mixed Reality Lead for Microsoft and Andrew Au, President of Intercept, as they provide learnings from producing an award-winning ABM campaign that drove a 10X return on investment.

 Andrew AuMeet Andrew Au

When companies like Microsoft, Intuit, and HP want to digitally transform their B2B marketing, they call Andrew. He’s the co-founder of Intercept, a marketing agency that specializes in sales and marketing integration.

Andrew is among the few Canadians to be named to Forbes’ 30 Under 30 list and has received over 40 domestic and international awards for marketing excellence and thought leadership. As a keynote speaker, he shares his perspectives on leadership and emerging tech in the media, on podcasts and on stages around the world.

Michael ThibodeauMeet Michael Thibodeau
HoloLens & Mixed Reality Lead

Michael Thibodeau leads Mixed Reality and HoloLens Marketing at Microsoft Canada. With a passion for cutting-edge technology, Michael’s mandate is to inspire and collaborate with customers, partners, disrupters and innovators across Canada to help them unlock their potential and transform their solutions with the power of mixed reality (AR, VR and MR) across HoloLens and OEM devices. 

Widely valued for his passion, collaboration, and creative approach, Michael has held a variety of positions including business management, operations and marketing during his 6 year tenure at Microsoft Canada. He believes technology enhances the world and he is committed helping Canadian customers reimagine the future of their business and empowering them to achieve more. 

9:55 AM
Networking Break
10:05 AM
Council Update

Nancy ManciniMeet Nancy Mancini
President & Principal Consultant

Nancy is a 30-year marketing and communications professional having held progressive positions over that time span. Her depth of experience is global in scope where she has been responsible for many aspects of marketing and communications within an organization, for both private and public companies.

Nancy has an innate ability to bring clarity to strategy, communicate clearly, and execute to achieve success. Her experience has been achieved through various industries, most notably, the software sector. Nancy also teaches marketing at Humber College of Applied Arts and Technology.

In her spare time, she volunteers for several not-for-profit organizations and is a Board of Director for Tomorrow’s Community of Hope Foundation, an organization created by local Mississauga community leaders to raise funds for charities in its local community. She has also volunteered her time over the last several years for the Tech Under Twenty Cup Challenge, a student tech entrepreneurship competition, as a judge and most recently as a business mentor/coach for several student teams.

Nancy holds a Bachelor of Arts in Sociology and a Certificate in Marketing from York University, as well as a Certificate in Public Relations from Humber College. She has also received her Chartered Marketing designation from the Canadian Marketing Association.

10:10 AM
10 in 10: Ten Observations from Ten Years of B2SB Marketing

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.

Miki Velemirovich Meet Miki Velemirovich

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.

10:50 AM
Unifying and Automating Media, Screens, Data and Creativity at Scale

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.

James HannahMeet James Hannah
Group Director

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.

Ray DeutschbeinMeet Ray Deutschbein
Senior Enterprise Account Executive

Ray Deutschbein is a Senior Enterprise Account Executive at Adobe Canada, specializing on the Marketo platform.  Ray focuses on Enterprise Accounts in Ontario, where he helps Marketers grow their brand and revenue, personalize CX, while improving engagement,  and proving marketing’s impact on leads, pipeline, and sales.   Ray has been in Enterprise Software Sales for over 25 years, with almost 10 years of experience in Digital Marketing with Adobe/Marketo. Prior to joining Adobe, Ray worked as an Enterprise Account Executive for many well-known technology brands like SAP, Business Objects, Cognos, Geac and ADP.  Ray received his Honours Business Degree from Wilfrid Laurier University, and quickly started his career in sales thereafter.  

In his spare time, Ray is an avid Power Boater, F1 Race Fan, Advanced Downhill Skier, Open Water Diver, and likes to believe he is a wine aficionado. 

11:30 AM
Closing Remarks & Networking


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