JUNIPER NETWORKS: A CASE STUDY ON MARKETING ACCOUNTABILITY
This session will cover how Juniper embarked on a marketing transformation applying end-to-end technologies which allows them to deliver a fully automated marketing experience integrating financial, campaign and sales systems.
Vice President, Americas, Marketing
SCHWAB'S CLIENTS SPEAKTM PROGRAM DELIVERS CUSTOMER INSIGHTS
Clients SpeakTM is a ratings and reviews program that enables Schwab clients to post comments about their brokerage, retirement, and Schwab Bank checking accounts. The goal is to provide a 3rd party perspective that helps prospective clients choose a brokerage and banking firm. The program has become a source for customer insights that help Schwab improve its products and services. This session will cover:
- Program results, including client participation and syndication applications
- Key decisions, challenges, pitfalls, and solutions
- Tips for gathering and using 3rd party feedback in a regulated industry
Managing Director, Digital Marketing
Charles Schwab & Co., Inc.
Senior Manager, Digital Marketing
Charles Schwab & Co., Inc.
iSHARES EXCHANGE TRADED FUNDS (ETFs) -- HOW TO USE SOCIAL MEDIA WHEN YOU DON'T KNOW WHO THE CONSUMER IS
iShares has been the leader in the exchange traded fund business since 2000-- primarily targeting independent financial advisors and financial advisors that work for bigger firms like Merrill Lynch, Morgan Stanley Smith Barney, or Wells Fargo. While we have a lot of insights about financial advisors' attitudes, behaviors, needs, etc.-- and know that financial advisors are using social media-- we wanted to our broaden our social media strategy to appeal to sophisticated investors while being inclusive our core customer base.
This session will cover:
- Content strategy for extending to customers outside your traditional customer base
- Using earned opportunities for content syndication to targeted audiences
- How we used digital advertising as our basis for ROI to continue to demonstrate our value to firm
Director, Digital and Social Media Marketing, U.S. iShares
GENERAL SESSION CONT.
SCRIPPS NETWORKS INTERACTIVE - CUSTOMER INSIGHTS
Scripps Networks Interactive, the leader in lifestyle media in the home, food, travel and entertainment categories, will discuss how they and their brands use customer insights as the basis for connecting with viewers to provide relevant ideas, information and solutions every day, everywhere.
Vice President, Ad Sales, Western Region
HGTV & DIY Network
Vice President, Advertising Sales, Western Region
Food Network & Cooking Channel
Travel Channel and Great American Country
XILINX: USING CUSTOMER INSIGHTS TO LAUNCH A NEW PRODUCT TO A NEW MARKET
Xilinx recently launched a new product category aimed at a new and very different target market. The product had to be positioned differently in everything from naming and taxonomy to marketing channels and customer targets. As a product extension/new product category hybrid, the launch was particularly challenging, since marketing had to appeal to the new customer segment while staying relevant to the current customer base as well. You’ll hear how Xilinx used customer insights to tackle this challenge strategically and will learn from the barriers, pitfalls and ultimately the success of this in-depth initiative.
Senior Director, Worldwide Communications