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MAY 14 | 11:30-5:00 PM | WARFIELD THEATER

SOLD OUT. A half-day executive forum for client-side senior marketers designed to accelerate the way brands approach, develop and execute event strategies.

Our all-new pre-conference Executive Forum, exclusive to client-side marketers only, will bring together the industry’s most innovative brand marketers, including featured speakers such as Ariel Kelman, VP-Worldwide Marketing at Amazon Web Services. You’ll be able to discuss today’s most pressing issues with the brightest marketing minds, trendsetters and decision makers. Plus: the unveiling of an exclusive Event Marketer research study.

Starts promptly at noon. Takes place at Warfield Theatre, 4 blocks from Marriott (982 Market St.). Pick up your badge at EMS registration at Marriott first and then walk out Marriott main lobby door (left of check-in) onto 4th Street and make a right. Walk to next corner and make left onto Market. Walk 2.5 blocks (passing 5th Street and Mason Turc) and Warfield is on your right.


  • Unlock the keys to defining a successful event strategy
  • Learn best practices on amplifying events by leveraging social media and live streaming
  • Discover how innovative companies are using events to transform marketing
  • Learn how evolving data trends will change the way we engage with attendees and capture insights
  • Dig into how to better connect and achieve sales and marketing goals through events
  • Engage in facilitated networking that helps you connect with your peers and gain knowledge

Current Agenda:
Registration & Networking


Featured Luncheon Speaker:
Ariel Kelman, VP-Worldwide Marketing, Amazon Web Services
Learn how Amazon Web Services is leveraging events and data analytics to integrate and optimize digital, social, and sales strategies.

Unveiling of Industry-First Event Strategy Benchmark Report

Defining a Successful Event Strategy. At the heart of a successful events organization is a clear and defined strategy. This strategy is underpinned by three main components: having the right talent and skillset; ability to acquire, track and measure data and creating meaningful customer journeys through value-added experiences.  Learn from senior marketing and events leaders from companies such as Kia, Workday, Pfizer, Dell and Oracle in this moderated panel as they unpack the research findings and share their proven best practices for successfully deploying an event strategy that drives value.

Accelerating Event Value: Key Indicators, Touchpoints & Event Analytics.
 The intrinsic value of events is often measured on the ability to drive ROI back into the organization, which can be difficult to prove if short-term revenue is not one of the key measurements. In this session, you will learn how Red Hat is leveraging both event and digital data to gain actionable insights for their sales and marketing organizations as well as their end customers. Chris Morse, Senior Marketing Manager will share their pre-, on-site, and post-event data capture and visualization strategies that deliver value directly to attendees, product teams, regional sales groups, and more. Jeff Paul, VP Sales, will share how this valuable event data helps accelerate sales. Gain knowledge on successful benchmarks and KPIs that can help you amplify your event value within your organization and throughout your buyers’ journeys.

How Innovative Companies are Transforming the Face of Marketing with Events. 
As more and more companies rely on digital channels for engagement, innovative leaders are proving that event activities are key drivers to enhanced value engagements. Kathleen Schaub, VP, CMO Advisory & Customer Experience, IDC will moderate this fireside chat with leading marketing executives such as Elissa Fink, CMO, Tableau, and Chandar Pattabhiram, CMO, Coupa Software. They will share how they have fully harnessed the power of events to transform their organization’s ability to connect with their customers, engage with sales, drive brand awareness and provide experiential opportunities that drive transformation and change.

Cost: SOLD OUT. Includes lunch.

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