NEDMA’s 8th Annual Marketing Technology Summit was a huge success this year! We had an amazing lineup of speakers and exhibitors, and attendance was at an all-time high.
We were proud to sponsor the event with Demandbase, and feature two presenters, CEO Harry Gold, and VP of Search, Social, and Analytics, Jeff Selig.
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Pictured above are some of the Overdrive Team around our booth. Attendees loved the printouts of our Search Marketing Map, Artificial Intelligence Marketing Map, and Social Media Map, as well as other goodies.
The event also had its very own Snapchat filter, as seen below. We had so much fun incorporating that into our photos.
The speaker sessions covered the marketing technologies that drive ROI. Attendees learned what it takes to become a Marketing Engineer, how to prepare for the future of marketing, and much more!
Highlights from each session are below, along with some popular social posts from the day.
Speaker Sessions
Keynote John Landry, Managing Director of Lead Dog Ventures, started the day discussing the revolution of artificial intelligence and machine learning. His session set an impressive tone for the rest of the summit. Artificial intelligence is creating an ongoing evolution in direct marketing, and the result will be more impactful than any other change in 40 years of the software business.
Can AI systems imagine? @leaddog99 leads us through the machine learning revolution at #MTechSummit! pic.twitter.com/yNHJoUUvko
— Jess O'Brien🤘🏼🐙🤘🏼 (@JessOB1kenobi) January 26, 2018
You can’t wait two years to take care of something disrupting your market today. MarTech guru and HubSpot’s VP Platform Ecosystem, Scott Brinker, covered the 5 major disruptions to marketing in 2018, causing everyone to wonder…will AI take over our jobs? Thankfully, not yet (as of this blog post).
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The human brain craves news and novelty. Nancy Harhut, Creative Chief Officer of Nancy Harhut and Associates, taught attendees the scientific secrets to get people to open, read, and respond to emails. It’s important to keep your email subject lines short and sweet, and you can expect a 22% lift in email response if you use the principle of urgency with words like “now.”
Your best character count for email subject lines? 35–short is sweet, thanks to mobile #MTechSummit @nharhut #B2B pic.twitter.com/HSaBkXdsOF
— Beth Negus Viveiros 🏳️⚧️💛🤍💜🖤 (@TheBethNegus) January 26, 2018
Next up was Harry Gold, CEO of Overdrive Interactive. His session was packed with actionable insights to start using right away in order to become a Marketing Engineer. Attendees learned to ask themselves “And Then What?”, to act quickly when contacting leads, and to focus creative on conversion and engagement.
Harry Gold of @ovrdrv shares calling a lead within 5 minutes is 21x more effective than calling after 30 minutes in his presentation “Become a Marketing Engineer” at the @NEDMA Marketing Technology Summit pic.twitter.com/b0aZMbYzws
— Ryan Collins (@MktgCollins) January 26, 2018
Demandbase’s Senior Manager of Field Marketing, Christine Farrier, walked us through the ways artificial intelligence can enhance an ABM strategy. One of the most memorable quotes from her session, “Before AI kills us, it’s going to be really good for B2B Marketing” had the audience doubled over with laughter. Jokes aside, AI is going to streamline the process of getting a prospect to the goal of conversion much faster. That’s no laughing matter.
“Before #AI kills us, it’s going to be really good for B2B Marketing.” – @B2BABM from @Demandbase #MTechSummit 😂 pic.twitter.com/gq62t1Nj0T
— Jess O'Brien🤘🏼🐙🤘🏼 (@JessOB1kenobi) January 26, 2018
Dennis Kelly, CEO of Postalytics, reminded us that direct mail (the kind that UPS brings) still has an important role after all these years. His session covered direct mail automation, which integrates with the direct mail marketing technology stack. This integration makes it easier to connect offline into the modern digital channel.
Direct mail automation tools are plugging #directmail into the marketing technology stack. Session from @postalytics CEO, @djkelly1. #MTechSummit pic.twitter.com/9cIt5NMyqm
— Arine Fereshetian (@AFereshetian) January 26, 2018
Did you know that you can use AI to leverage data? Mobinett Interactive’s VP of Business Development, Chris Requena, discussed what digital marketing analytic trends we should prepare for in 2018. Top trends included the customer decision journey, artificial intelligence, and the shift from predictive analytics to prescriptive analytics.
.@mobinett's @CERequena takes us through the 5 digital marketing analytic trends for 2018 at #MTechSummit! pic.twitter.com/sXN3p7kjzG
— Overdrive Interactive (@ovrdrv) January 26, 2018
Christina Inge, CEO of Thoughtlight, joined Chris Requena’s session as a guest speaker to take attendees through predictive analytics. Christina stressed that we need to collect enough data in order to use predictive modeling, consolidate it, and develop more robust internal data processing.
"Consolidate your data storage and distribution," says @christinainge at today's @NEDMA's #MTechSummit… pic.twitter.com/OB1K84kuLv
— Bob Cargill (@thebobcargill) January 26, 2018
Saving the self-proclaimed funniest for last, Overdrive Interactive’s VP of SEO, Social, and Analytics, Jeff Selig, gave the audience a live and entertaining tour of Google Analytics. Important key takeaways included: Using annotations to make notes when certain emails or events happen to better analyze reasons for traffic, create goals, tags on all pages, and exclude internal traffic when generating reports.
#mtechsummit attendees learn about google analytics from @ovrdrv ‘s Jeff Selig pic.twitter.com/PRLmxO36f2
— Nancy Harhut (@nharhut) January 26, 2018
Thank you to our attendees for making #MTechSummit trend on Twitter!
#Mtechsummit is trending! 🙂 pic.twitter.com/o2uiEQGjs2
— Beth Negus Viveiros 🏳️⚧️💛🤍💜🖤 (@TheBethNegus) January 26, 2018
Thank you to NEDMA for an extremely successful event. Hope to see you at next year’s Marketing Technology Summit!
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Did you attend the summit? Join the ongoing conversation on social using the hashtag #MTechSummit. We’ll be posting pictures from the day, session highlights, and more!
