2014 Agenda

Tuesday, November 11th

Join us on the first day of IMS for an exceptional line up of speakers. Come meet Jon Miller, the Co-Founder of Marketo; Top Industry Strategist, Jason Thibeault; Marketing God, Larry Weber; Expert and Entrepreneur, Hollis Thomases.

Registration Opens

7:00 AM
Coffee & Networking 7:00 AM – 8:30 AM

Opening Remarks

8:45 AM – 9:00 AM
Stephen Saber & Butch Stearns, The Pulse Network

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List to the opening remarks presented by Scott Liewehr, President and Partner, Digital Clarity Group, Stephen Saber, CEO, The Pulse Network, and Butch Stearns, Chief Relationship Officer, The Pulse Network. Read more about Stephen Saber and Butch Stearns

Real Life Experiences in Marketing Automation

9:00 AM – 9:30 AM
Jon Miller, Marketo

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Learn more about real life experiences and implementations when it comes to Marketing Automation. Read more about Jon Miller

Ready, Set, Grow: How to Build Your Business with Inbound

9:30 AM – 10:00 AM
Brian Halligan, Hubspot

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Along with his co-founder, Dharmesh Shah, Brian Halligan sparked a movement around the notion that the way people shop and buy has fundamentally changed and that companies need to adapt how they market and sell to keep up. Now, the inbound movement has gone global, HubSpot has over 11,500 customers, and companies and agencies alike are transforming their businesses with inbound. In this session, Brian sits down with Butch Stearns to share actionable how to’s and secrets to power your business with an inbound approach to marketing and sales. Read more about Brian Halligan
Networking Break 10:00 AM – 10:45 AM

The New Customer Experience Paradigm

10:45 AM – 11:05 AM
Scott Liewehr, Digital Clarity Group

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Find out about the new paradigm when it comes to your customers and their experience and how this will affect your business. Read more about Scott Liewher

How Every Company Can Become a Media Company

11:10 AM – 11:30 AM
Nick Saber, The Pulse Network

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This topic will discuss what every company should be doing to become an Media Company and what impact this will have on them by doing or not doing this. Read more about Nick Saber

One Company’s Experience in Social / Content / Inbound Marketing

11:35 AM – 11:55 AM
John Doyle, Alure Home Improvements

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See how Alure Home Improvements has implemented Social, Content and Inbound Marketing in a real-world practical experience and what affect it has had upon their customers and business. Read more about John Doyle

What Marketing Now is Really All About

12:00 PM – 12:30 PM
Jason Thibeault & Kirby Wadsworth, Limelight Networks

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The old way of marketing is dead. Talking at people just doesn’t work in the digital world where attention spans are fleeting and the marketing “noise” is near deafening. That’s because digital has radically changed the status quo by enabling one-on-one communication, by empowering organizations and consumers to engage in real-time conversations. Which changes everything about marketing. It’s less about leads now and more about relationships; deep, meaningful relationships that are the true competitive differentiation in today’s experience economy. Join Jason Thibeault and Kirby Wadsworth to learn about this new world and what it takes to form the kinds of relationships that can lead to long-term revenue and brand advocacy. Read more about Jason Thibeault and Kirby Wadsworth
Lunch Break & Networking 12:30 PM – 1:30 PM

Defining the Digital Handshake

1:30 PM – 1:50 PM
Jillian Vorce, The Jillian Group

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People do business with those that they know, like, and trust. To build trust in a relationship with a client, it starts off with a simple handshake, the trick is how to show trust online with your clients. Jillian shares how connecting with someone and building trust online truly defines the digital handshake and why it takes the same connection principal face-to-face and bringing it to online relationships.Read more about Jillian Vorce

Return on Engagement. Do you really know how to measure success?

1:55 PM – 2:15 PM
Brad Blake, Hill Holliday

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As Digital Marketers, just 5 years ago we found ourselves having to sell social. Today, we no longer have to do that. Companies, brands and decision makers clearly get the value of social. They are where we were 5 years ago. But now, more than ever we need to measure the impact and value of social to get buy in from the top. The metrics for success often times come down to quality over quantity. Or at least quality before quantity. Brad will provide specific recommendations and takeaways on the best way for you to measure success of your social media efforts. Read more about Brad Blake

How To Turn Your Resource Center Into A Lead Generation Machine

2:20 PM – 2:40 PM
Yoav Schwartz, UberFlip

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The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content and ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.
Read more about Yoav Schwartz
Networking 2:45 PM – 3:15 PM

Key Skills Digital Marketers Need to Stay Relevant and Customer Centric

3:15 PM – 3:35 PM
Larry Weber, Racepoint Global

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It is a brave new world in digital marketing. Trends like big data, digital loyalty programs, predictive analytics and contextualized content have become part of our everyday lives. So the question is: are you ready? Larry Weber, author of The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, will discuss the best ways to arm yourself with the skills you need to stay relevant and adapt in this customer-centric era with specific techniques for engaging customers effectively through technology. For decades, Larry has been speaking, writing and consulting with some of the largest and most iconic brands in the world. These skills are relevant to businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways. Read more about Larry Weber

Video Marketing Playbook

3:40 PM – 4:00 PM
Paul Casinelli, Brightcove

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: Learn about the essential technologies for video marketing, how video fits within your overall technology stack, best practices to drive real results and how companies like Salesforce’s ExactTarget are executing video centric marketing strategies at scale.

The Keys to Converting MQLs to SQLs

4:05 PM – 4:25 PM
Dave McLaughlin, Vsnap

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When a Marketing Qualified Lead (MQL) gets converted to a Sales Qualified Lead (SQL), it’s a whole new game. Sure, Inbound Marketing and Marketing Automation are great in the top half of the funnel, but Sales leaders need their own unified belief system to frame and guide tactics in the bottom half. Here, success requires strong training plus a combination of tools that provide insight with other tools that help reps create trust and establish relationship. Dave will outline a new SQL conversion framework and walk us through several common obstacles — plus the solutions that sales teams can employ to close more SQLs and increase revenue with no new marketing spend. For background, see Dave’s Tools & Tactics To Close More SQLs. Read more about Dave McLaughlin

5 Insights You Probably Didn’t Know from your Cross-Channel Marketing Programs

4:30 PM – 5:00 PM
Hollis Thomases, Digital Clarity Group

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Are you getting all you can out of your marketing programs? Hollis shares five insights to ensure that you are! Read more about Hollis Thomases
Cocktail Reception Partnership Opportunity 5:00 PM – 6:30 PM

Exclusive Dinner Partnership Opportunity

7:30 PM

Wednesday, November 12th

Start day two with the biggest social networking group in the area. Then stick around while Chet Harding, founder of Improv Asylum, gives a lesson on improvisational techniques to help with your content marketing.

Registration Opens

7:00 AM
Coffee & Networking 7:00 AM – 8:00 AM

Social Media Breakfast: #SMB38 / Content Marketing Done Right – The Social Effect and Measuring Success

7:45 AM – 9:40 AM
Hosted by Robert Collins, FleishmanHillard
Featured Speakers:
  • Lindsay Crudele, City of Boston
  • Glenn Gaudet, GaggleAMP
  • Daniel Sullivan, Crowdly

Our special IMS Breakfast event will focus on how to build and manage your own social communities for success – creating and controlling your own content and brand narrative, all awhile leveraging the cultural momentum of social and digital of today.

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After companies have spent years, millions of dollars and specialized content to engage their customers and grow their communities on social networks, like Facebook and Twitter – the game has changed. Overnight, the major social networks have changed their business model and algorithms where you now need to pay to contact and reach your own communities that you’ve built. During the breakfast series, we’ll discuss:
  • • 5 steps to better leverage the value of your existing social media channels
  • • How to create your own branded social platform for customer engagement
  • • How to reward and nurture existing customers to grow your business
  • • How to generate net new leads
    • How to inspire and engage industry influencers to support your brand and marketing.
  • Read more about Robert Collins

How to Think Mobile

9:40 AM – 10:10 AM
Tom Webster, Edison Research

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Mobile commerce has reached and passed its tipping point: more than 60% of the U.S. population now owns smartphones. But mobile commerce is about much more than just the “location-based strategies” and apps. If you’re making decisions about marketing, customer service and mobile commerce, You need to think mobile to thrive. Edison Research’s Tom Webster helps you do that by: capturing rapidly shifting end-user behavior in your marketing plans and programs, effectively integrating mobile with your existing media and business operations, making the internal cultural changes required to fully leverage the mobile commerce opportunity, understand the new playing field of carriers, device OEMs, developers, and agencies, discover which mobile tactics may actually influence marketing/purchase behavior, preview the future of mobile commerce and mobile payments, from NFC/Bluetooth LE to light sensors and augmented reality. How to think mobile is outlined in Tom’s latest book: The Mobile Commerce Revolution which he co-authors with Edison Research colleague Tim Hayden. Read more about Tom Webster
Networking Break 10:10 AM – 10:45 AM

Strategic Writing for Content Marketing

10:45 AM – 11:05 AM
Byron White, WriterAccess

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Writing content for your marketing needs to accomplish several goals for your business. Byron will discuss how to create and write content and what strategy you need to have it be successful. Read more about Byron White

The Value of Connecting with End Users

11:10 AM – 11:25 AM
Carol Ann Faber, National Fire Protection Association

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See how the National Fire Protection Association is transitioning from a direct marketing and partner distribution model to and end user engagement model that meets revenue goals and builds stronger relationships.

Omnichannel Content Excellence

11:30 AM – 11:50 AM
John Swanson, Kentico

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John Swanson will present a talk about Omnichannel Content Excellence.

Driving Engagement through Learning:5 Practical Takeaways from the HarvardX for Alumni Experiment

11:55 PM – 12:10 PM
Kellie Celia and Michael Rutter, Harvard

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Earlier this year the Harvard Alumni Association and HarvardX, the University’s strategic initiative to enable open online learning and education research, teamed up to pilot HarvardX for Alumni. The exclusive program featured new and curated intellectual content (interactive mini-courses ranging from classics to computer science) in response to alumni interest in lifelong learning. Dive into the results of this bold digital experiment and learn how its outcomes are informing digital content and engagement strategies moving forward. Read more about Kellie or Read more about Michael
Lunch Break & Networking 12:10 PM – 1:10 PM

Train Your Head to Think on Its Feet

1:15 PM – 1:35 PM
Chet Harding, Improv Asylum

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Chet combines his corporate and acting/directing backgrounds to deliver an engaging lesson that utilizes improvisational techniques to break down conventional corporate thinking and to introduce a new set of skills to drive individual and team success. Read more about Chet Harding

Crossfit Open Content Model for Community Engagement

1:40 PM – 1:55 PM
John McEvoy, Crossfit Craic

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Every company has a “secret sauce”. And most of us don’t give it away for free. But John McEvoy does and he’s building a successful business by doing so. Listen and learn how this model has worked very successfully for John and his business and how you can use it too. As the owner of Crossfit Craic, John and his staff have a mission to improve the quality of their clients lives through the implementation of lifestyle, nutritional and fitness prescriptions and practices. They do this by building and fostering a community built on a team environment mentality that’s goal is to drive everyone to be the best they can be. John is so confident in his mission and purpose that he gives away his workouts for free. So why do people join? Why is his business thriving when people can see his workouts without having to pay or register to get them? Listen to John explain and learn why and how this model can work for you. Read more about John McEvoy

Designing for Mobile

2:00 PM – 2:20 PM

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Want seamless presentation for your brand across multiple devices? Follow these tips.

Case Study – Driving Digital Loyalty

2:25 PM – 2:40 PM

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Having a customer visit your site once is easy. Learn different strategies for how to keep your customer coming back and keeping your site fresh and exciting.

Lead Nurturing 101

2:45 PM – 3:05 PM

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You have leads but do you know what to to with them? You will after this presentation!

Using Analytics to Make Smarter Marketing Decisions

3:10 PM – 3:25 PM

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Learn how to use your data to increase ROI on your marketing strategies.

Closing Keynote

3:30 PM – 4:00 PM
Exciting Announcement Coming Soon!!!

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Exciting Announcement Coming Soon!!!

*Please note, schedule subject to change.

Contact Us!

Partners & Sponsorships - Shawna Murray
781-821-6619 · Email

Group Sales - Brendon Bosy
781-821-6600·Email

Attendee Inquiries - Kerry Tanner
781-821-6659 · Email