Roundtable
A Programmatic Approach to B2B
If you’ve seen the Hollywood blockbuster Minority Report with Tom Cruise, you might remember the mall scene with personalized advertisements and eye scanning technology that's used to tailor its message to the consumer. Though this movie is set in 2054, we aren’t that far off in the current state of technology-enhanced marketing.
You’ve probably heard the buzzword programmatic, as it now comes up more and more in marketing conversations. But what does programmatic marketing really mean and more importantly how does this translate into the b2b marketing space? Jennifer Cooper, Adobe’s director of industry strategy has said, “By 2020 all advertising globally will be delivered programmatically.”
Simply put, programmatic marketing is the use of intelligent data and technology to better target your customer. If you can get exactly the right message in front of the right person at exactly the right time when they WANT to purchase, isn’t this what we as marketers aim to do? In an era of hyper personalization, customer relevancy couldn’t be more important.
This roundtable is your opportunity to join experts from the technology, services and client-side users of programmatic media. We will cover what programmatic marketing is, how does it work, and how can we as B2B marketers use programmatic tactics to become more effective and efficient with reaching our desired audience.
Key Takeaways
What is programmatic marketing
Why programmatic marketing is essential in reaching your audience
How to think programmatically in a b2b context
Agenda
7:30 am - 8:00 am Networking & Continental Breakfast
8:00 am - 9:00 am Presentation & Interactive Discussion
Speaker(s)
Aaron Batte
President, Faction
Aaron is the President of Faction, a marketing and technology agency based in Denver. He works with new and established agency clients to uncover insights, guide strategy, and refine approaches to the B2B demand creation processes.
Aaron is a marketing pioneer and over the past two decades has architected digital marketing programs for some of the most well-known and respected brands in the world. Since starting Faction in 2005, he has been at the forefront of change, introducing new ways for companies to blend the art of marketing, science, and technology to attract, engage and influence decision-makers, and drive revenue performance.
Suzanne Schultz
Principal, Growth Marketing Werks
Suzanne pioneers the digital media landscape and fulfills her passion for advertising as founder of Growth Marketing Werks, a boutique digital media consultancy. Since 2002, Suzanne has been at the forefront of digital media by bringing the best advertising technological advancements to advertisers such as audience targeting, retargeting, dynamic ad serving, real-time bidding and most recently, programmatic.
Rachel Mimken
Sr. Manager, Client Success, Choozle
Rachel currently heads up the Client Success team at Choozle; a Denver-based self-service programmatic media platform that powers digital ad operations for publishers, agencies, and brands worldwide. Rachel provides training and advisement to Choozle’s strategic partners on operating media campaigns and otherwise leveraging the power of programmatic for their businesses.
Chad Cabonor
Campaign Architect, Demandbase
Chad Cabonor is a part of the Advertising team at Demandbase, a B2B marketing technology company focused on advertising and website personalization. Demandbase makes it possible for businesses to deliver personalized ads to specific companies on the web to engage and convert those targeted companies into customers. Chad is responsible for executing and proving value for our customers' targeted account based advertising programs. He consults with mid-market and enterprise companies on their company targeted digital advertising strategy with Demandbase.
