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Sales & Marketing Conference: The Next Generation Customer Journey
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Sales & Marketing Conference: The Next Generation Customer Journey

When: 03/24/2016
1:00 PM - 7:00 PM
Where: Google
355 Main Street
Cambridge, Massachusetts 
United States
Contact: Christine Nolan

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The Next Generation Customer Journey:

Building Team, Leveraging Technologies, Driving Success

Click here to view parking information and directions.

March 24, 2016

1:00-7:00 PM

Google, Cambridge


In this age of the empowered customer, companies need to build a team that can understand the trends and leverage the right technologies, data and solutions to connect and engage with their customers and partners in new ways to become high-performing, customer-centric organizations. This is a must-attend conference for those looking to build out the team and the processes and strategies to be successful.

To start the day, we welcome our keynote speaker Sydney Finkelstein, author of “Why Smart Executives Fail” and newly published “SUPERBOSSES: How Exceptional Leaders Master the Flow of Talent”. 

The rest of the afternoon is for you to take your skills to the next level.  You’ll learn how to:

  • Develop Employees and Teams
  • Articulate a Persuasive Message to Drive Engagement
  •  Make Predictive Analytics Work For your Organization
  • Find Success in Account Based Marketing
  • and much more!


All attendees will receive a free copy of Sydney’s book - SUPERBOSSES: How Exceptional Leaders Master the Flow of Talent and have an opportunity to get their copy signed by him.

Keynote Speaker:


Sydney Finkelstein 
Author: Superbosses &
Professor: Dartmouth Tuck School of Business

Opening Fireside Chat Speakers:


Kathie Johnson
VP of Corporate Marketing

Mike Volpe
Startup Advisor 
Angel Investor




Jeanne Hopkins (@jeannehopkins)


Jacqueline Shydlowski
Marketing Manager

Katelyn Fogarty

Sr. Manager, Digital Marketing Acquia 

Gary DeAsi
Senior Manager, Digital Marketing & Brand 
SmartBear Software

Kiersten Kaye
Sr. Manager, Talent Management & Training
Dassault Systems

Allison MacLeod
Sr. Director
Demand Generation & Marketing Operations
Jeanne Hopkins
Continuum Managed Services
     Beth Boisvert

Biju Miduli
Director of Customer Lifecycle Marketing

Brian O'Keefe
Corporate Storyteller

Ryan Pinkham
Content Marketing Manager
SmartBear Software

Robin Saitz
Chief Marketing Officer

Dan Wolchonok
Sr. Product Manager

Beth Boisvert
Demand Generation

DYN, Inc


Sessions include:

Developing Employees and Teams: Presented by Kiersten Kaye, Dassault Systems

You have recognized the need to help your organization work together more effectively -- now what do you do?  Join Kiersten Kaye , a 20 year veteran in organizational conflict and dispute resolution, in an interactive discussion that explores best practices for developing high functioning teams, assessing readiness and embarking on a team building plan.

Articulating a Persuasive Message to Drive Engagement: Presented by Brian O’Keefe, Articulus

Join this session to learn from corporate storyteller, Brian O’Keefe, how to improve your persuasive messaging to be a transformational leader. Transformational leaders have the ability to mobilize people.  Being able to give people the right information in the right way allows them to convince themselves rather than you having to convince them. In this session, we will help you articulate a persuasive message so that your employees are more engaged, helping everyone to be more successful in what they do.  

Magic Eight Ball: Making Predictive Analytics Work For your Organization: Presented by Allison MacLeod, Rapid7It’s every B2B demand marketer’s dream to build a predictable funnel full of high quality leads that convert and keeps sales begging for more. Traditional lead scoring models can be difficult to maintain, and are often wrought with ineffective buyer signals for marketers, leaving teams struggling with quantity vs. quality and not knowing where to focus. Predictive analytics can be powerful and have huge impact to a marketing organization, but where does one start? Join Allison MacLeod, Sr. Director of Demand Generation & Marketing Operations at Rapid7 for a session on getting started with predictive analytics. In this session you’ll learn how Rapid7 has evolved their lead and account scoring models and leveraged predictive analytics to drive growth. Participants of this session will also hear about:

  • How to decide if predictive analytics is right for your organization – and how to get the internal buy-in!
  • Getting started – important questions to ask your vendor and how to make the right choice
  • Predictive analytics in practice – hint: it’s an evolving science that requires dedication 
  • Best practices for aligning with the sales organization


Data-Driven Multi-Channel Lead Nurturing Across Buyer's Journey: Presented by Biju Muduli, Carbonite

The landscape of lead nurturing has changed and responsibility now falls on the entire marketing team. We'll review examples as to how Carbonite’s marketing team is moving their lead nurturing programs beyond the email inbox and embracing multi-channel nurturing - including web personalization, re-targeting, display, social media and inside sales. We’ll show how Carbonite uses data insights to build and scale automated marketing campaigns across channels that engage customers in a personalized way with increased conversion. 


Finding Success in Account Based Marketing

Modern B2B marketers are facing new challenges to reaching prospects more than ever before. Many are turning to Account-Based Marketing to provide a new path to finding success. Join our panel as they share their path to a successful ABM strategy and a host of best practices that will send you on your way to driving results across the entire customer lifecycle.

Activating Customer Advocacy: Presented by Jacqueline Shydlowski

Many advocate programs fail. Why? Because marketers are so desperate to land referrals they forget to solve for the customer. In other words, they strip-mine the goodwill of their best advocates though persistently one-sided requests. Knowing that the most powerful marketing is the voice of your customers, this presentation will take a close look at one program's success in generating hundreds of reviews, referrals, references, and advocates.


Mapping Content Strategy to the Buyers' Journey: Presented by Gary DeAsi and Ryan Pinkham, Smartbear

Content is the fuel to your digital marketing engine – but if the content you are producing is not aligned to address the specific needs, questions, and barriers of buyers at different stages of the customer journey, you may be spinning your wheels and losing ROI.  Too many companies create and distribute the content they think customers want to read without really investing the time or resources to truly understand the varying needs of their audience, or how those needs can change throughout their relationship with your business. Taking a customer journey-centric approach to content strategy means engaging the right buyers with the right content, at the right time— adding more qualified leads to your funnel, and ensuring that more loyal customer advocates come out the bottom.  During this session, we will discuss: 

  • Understanding your customer journey:  Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
  • Planning with the customer journey in mind: Utilizing customer journey knowledge to develop monthly and quarterly content plans to overcome key business challenges and goals at different stages of the funnel 
  • Mapping content distribution to the customer journey: Aligning multi-channel content distribution initiatives with your content strategy to maximize impact and engage your audience across customer journey stages 


It's Not Over When You Generate a New Customer: Presented by Dan Wolchonok, HubSpot

Your job is not over when you generate a new customer. Learn about how to analyze customer retention, tactics to further your and your teams learning potential, and how to rally teams around important retention metrics.


Inside a B2B Brand Revitalization: Presented by Robin Saitz, Brainshark

As B2B organizations evolve over time, so must their brand. But how can companies ensure their new brand will help lead them where they need to go? This session, hosted by Brainshark CMO Robin Saitz, will provide an in-depth look at the role of brand in modern B2B organizations, with best practices for updating your brand identity and lessons learned from the company’s own recent brand revitalization.


Executives can join us for a private luncheon with Professor Finkelstein prior to the summit.  Details and registration here.  This event is expected to sell out.  Register now!



1:00-1:30             Registration

1:30-1:45             Welcome and Introductions

1:45-2:45             Keynote and Fireside Chat

2:55-3:40             Session 1

3:40-4:10             Break and Book Signing by Sydney Finkelstein

4:15-5:00             Session 2

5:10-6:00             Session 3

6:00-7:00             Cocktail Reception


Platinum Sponsors


Silver Sponsor

Click here to see whose attending.

Cancellations for paid tickets must be received at least five business days prior to the event and a $25 cancellation fee will apply. There are no refunds for cancellations received less than five days before a program. You may exchange your registration at any time with another employee at your company at no extra charge.

                                                                                                   THANK YOU TO OUR GLOBAL SPONSORS                                                       

















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