What is Marketing Automation, and How Is It Transforming the Role of the Marketer?
August 28, 2013: 6:00 PM - 9:00 PM
According to a recent study, 46 percent of marketers use some form of a Marketing Automation Platform (MAP). Learn how the rise of MAPs is transforming marketing processes and programs at Crain Communications.
450 Cityfront Plaza
The emergence of marketing automation as a software category has accelerated this year. With recent IPOs and acquisitions, it's fair to suggest that marketing automation has moved from an interesting niche application to a critical part of today's marketing suite – earning a place alongside enterprise resource management, sales force automation, and customer resource management.
In this presentation, you will learn:
· What marketing trends drive the adoption of a MAP
· What basic capabilities make up a MAP
· How marketing automation can be incorporated into a marketing workflow
· Organizational change management considerations when deploying a MAP
The presentation will feature a business case to illustrate how Marketing Automation is transforming marketing processes and programs at Crain Communications.
$15 (Price includes hors d'oeuvres. There will be a cash bar as well.)
6:00 PM-7:00 PM: Networking & Hors d'ouevres
7:00 PM-8:30 PM: Presentation, Discussion, Q&A
8:30 PM-9:00 PM: Continued Discussion & Networking
Steve Susina (Speaker)
Director of Demand Generation Services, Crain Communications
Steve Susina is Director of Demand Generation Services at Crain Communications, publisher of Business Insurance Magazine. In this role, he is responsible for lead generation and lead nurturing programs, which bring marketing automation capabilities to the Business Insurance online presence. His efforts have helped drive a 43% increase in database growth, land 19 customers (running 43 individual demand generation programs), and resulted in the company being awarded a 2013 Marketo Revenue Performance Award for the Most Dramatic Business Impact. He is a frequent speaker and contributor on BtoB marketing and technology issues.
Prior to Crain, Susina was Director of Marketing at Laurus Technologies, a Chicago-based IT consulting and systems integration firm, where he was responsible for the firm's overall branding, demand generation and thought leadership efforts. He has additional engineering, sales and marketing experience with AT&T, Tellabs and UTStarcom.
Susina holds a BS in Electrical Engineering from Marquette University, an MBA from the Katz Graduate School of Business at the University of Pittsburgh, and an MS in Marketing Communications from the Stuart School of Business at the Illinois Institute of Technology. He resides in the Chicago area with his family.