Category Archives: Track C

K1: Opening Keynote Presentations

Tuesday, November 29: 8:30 a.m. – 10:00 a.m.

Moderator: Frank Gilbane, Founder, Bluebill Advisors, Gilbane Conference


  • Marissa Jarratt, Vice President, Marketing, Global Snacks Group, PepsiCo – A New Age for Internal Communications: Measure, Manage and Influence The Employee Experience
  • Tania Yuki, Founder and CEO, Shareablee – Measuring What Matters in Social Media
  • Jon Marks, Co-founder and CTO, Kaldor – Blood in the Streets – Reporting from the Content Technology Trenches

K2: Opening Keynote Panel – Industry Analysts Discuss Current Trends & the Future

Tuesday, November 29: 11:00 a.m. – 12:00 p.m.

Moderator: Frank Gilbane, Founder, Bluebill Advisors, Gilbane Conference


C1: Take Control of Your Customer Experience

Tuesday, November 29: 1:30 p.m. – 2:30 p.m.

In the opening session of our Customer Experience track we hear from executives from Adobe and Brightspot on what it takes to build and maintain customer experiences. Both companies have digital experience platforms and work with major brands. Join this session to hear how they advise customers on managing a digital experience business.


Melissa Webster, Program VP, Content & Digital Media Technologies, IDC


  • David Gang, CEO, Perfect Sense – Brands as Publishers: The Importance of Bringing a Newsroom Mentality to Your Business
  • Loni Stark, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe – Anatomy of an Experience Business


C2: Brands, Customers, and Partners

Tuesday, November 29: 2:40 p.m. – 3:50 p.m.

Campbell Soup and National Instruments have very different customer dialogs and journeys. But one thing both brands have in common is crafting modern customer experiences using iterative testing, measurement, and analysis to build and grow reach, and engage more deeply with customers – something all digital marketers should relate to.


Jake DiMare, Director of Marketing, Digital Clarity Group


  • Jacqueline Lagratta-Mattern, Digital Marketing Manager & Strategist, Campbell Soup Co. – Beverage Partnerships: Bringing Content to Life
  • Maureen Thormann, Senior Digital Customer Experience Manager, National Instruments – Battle on the Front: Utilizing the Customer Journey to Drive Digital Transformation


C3: Narrative and Content Development Strategies

Track C: Content, Marketing, and Customer Experience – Tuesday 29 November 
16:00 – 17:00

Your brand or product marketing strategy needs a coherent, consistent, and compelling narrative to succeed. You also need a plan to develop and deliver supporting and engaging content across multiple channels. And of course you won’t know if your success is due to your efforts, or the phase of the moon, unless there is a way to measure.

Presented by: Diane Berry

Building Powerful, Measurable Narratives

Presented by: Deb Lavoy

Developing and Measuring Relevant Content

Presented by: Jesse Kalfel

C4: Here Come the Bots: How Innovations in Artificial Intelligence Will Shape the Future of Content and Commerce

Track C: Content, Marketing, and Customer Experience – Wednesday 30 November 
08:30 – 09:30

Today’s online transactions are still largely web-based despite the proliferation of smartphones and mobile apps. And these transactions are often part of a fragmented purchasing experience, where a customer must move from interacting with engaging rich content to completing a series of cumbersome steps for transaction-related information like payment and delivery details. 

One solution to this experience breakdown is to enable what is becoming known as conversational commerce, where the transaction part of purchase is integrated seamlessly with the customer’s current online environment. Several tech giants like Facebook and Amazon, as well as a number of start-ups, are investing in enabling chat bots within messaging apps that make it possible for users to make purchases within the platform, rather than having to go to an external web page. 

This session will explore what the rise of conversational commerce will mean for content management and content and commerce integration.

Presented by: Jill Finger Gibson, Adrien Nussenbaum, Roland Benedetti, Sergio Silva




C5: Engaging with Global Audiences: Who’s Leading Today with Contemporary Language Practices and Technologies?

Track C: Content, Marketing, and Customer Experience – Wednesday 30 November 
09:40 – 10:40

Engaging with customers in their language and through their cultural lens is a fundamental requirement for delivering great experiences and developing the kinds of relationships that engender loyalty and advocacy. Sound a little blah blah blah? Let’s get real, and look at language like an executive. How does content in the language of the customer really hit the top line? Who’s making progress, how, and why? Don DePalma and Mary Laplante present their firms’ latest research on language impact on global business success. They are joined by managers from global organizations who fill out the story by sharing their practical experiences with delivering top-line results today. This is a can’t-miss session for global content and experience managers who want insight into what’s driving successful language practices today. 

Presented by: Donald A DePalma, Mary Laplante, Patricia Borges, Bruno Herrmann, Nancy Anderson