Activate Live

Authentic Experiences. Empowered Connections.

April 7, 2021 | | Watch all of the recordings below.

Keynote #1

Keynote: Building Human Connection in a Digital World

Sara Varni • Chief Marketing Officer at Twilio

Technology has played a pivotal role in driving customer experiences over the last few years. In particular, COVID-19 taught us that we need to leverage technology to not only embrace digital transformation but also to use the digital experiences we create as opportunities to delight customers. Join Sara Varni, CMO at Twilio as she shares tips on how to make the move from physical to digital and how some big brands have leveraged technology to drive better customer experiences amidst a changing landscape.

Keynote #2

Keynote: Embracing Humanity in Marketing

Justin Zhu • Co-Founder and CEO at Iterable

Bela Stepanova • VP, Product at Iterable

Marketing is at the point where values and human connections are paramount to the brand-customer relationship. Building a relationship with consumers at the human level is a must-have to succeed. Getting to this stage has required a special focus on creativity and data, but now we’re at a pivotal moment where brands need to adapt. In this session, Justin Zhu, CEO and Co-founder of Iterable, and Bela Stepanova, VP of Product Management, explore how we got here and how marketers can take lessons from marketing’s history to adapt and build customer experiences that embrace humanity at the individual level.

Making a Memorable Experience

In our foundational track, you will find sessions illustrating how to approach building a customer experience that includes empathy, values, and personal connection. These sessions show you how to use the tools at your disposal to communicate at the individual level.

The Authenticity Age: What It Means to Be a Mission-Driven Brand

Boris Savoie Doyer • Head of CRM at Aspiration.com

Guilhaum Ceccaldi • Head of Growth Marketing at Prose

Building an empathetic, cause-oriented connection is at the heart of mission-driven marketing. Beyond simply pursuing a profit, mission-driven brands seek to have an impact on the world around them. Join B-Corp leaders Guilhaum Ceccaldi, Head of Growth Marketing at Prose, and Boris Savoie-Doyer, Head of CRM at Aspiration, to learn:

The role a brand’s mission plays when customers consider buying
How to balance building a business and making an impact
Takeaways to build more authentic connections with your audience

Marketing & Product Unite: Unlocking Growth Through Strong Team Alignment

Adam Knight • Director of Engagement at Zoopla

Chris Frost • Senior Product Manager at Zoopla

When private equity giant Silver Lake acquired Zoopla, the U.K.-based property marketplace’s growth ambitions had just been accelerated. But in order to unlock growth and deliver value to both customers and Silver Lake, the Zoopla team knew they had to modernize their tech stack. Join Adam Knight, Director of Engagement, and Chris Frost, Senior Product Manager, to hear how they joined forces to evaluate new technology partners together, and how they’re working closely to position Zoopla for growth.

The Rise of the Digital Native: Adapting Your CX to Consumer Expectations

Mike Hotz • Sr. Value Consultant at Iterable

There has been a generational, seismic shift in a customer’s relationship expectations for a brand, and the global pandemic amplified those expectations even more. Join Mike Hotz, Sr. Value Consultant at Iterable and marketing technology veteran, for a deep-dive through the consumer trends that you need to know to capture the hearts, and minds, of your audiences today and how they can impact your marketing success.

Tuned In: How Stitcher Reactivates Lost Listeners

Imelda Skinder • Listener Lifecycle Manager at Stitcher

Modern podcasts are a method of escapism (hello, 2020), as well as information delivery and long-form storytelling. Listeners tune in to everything from the latest binge-worthy true-crime series to a breakdown of current events. For Stitcher, the top-ranked podcast platform with over 50 original shows, like “Office Ladies” and “How Did This Get Made?”, helping listeners find and fall in love with new stories means carefully crafting the customer journey. Join Imelda Skinder, Listener Lifecycle Manager, to hear how Stitcher optimized its reactivation strategy to recapture listeners and increase monthly average users.

Experimentation Escapades: How Hipcamp Optimized the Campground Experience

Christina Tran • Operations Manager at Hipcamp

Lukas Ronkin • Central BizOps Analyst at Hipcamp

The Customer Experience In Practice

In our practical track, you will learn how to take action right away. From journey mapping to gleaning insights from massive data sets, the sessions in this track detail what steps need to be taken to improve your customer experience.

Delivering a Personalized Experience: 4 Steps You Didn’t Know You Needed to Take

Gina Igwe • Sr. Director, CRM at DoorDash

Personalization is much more than a simple tactic to drive clicks and conversions. At DoorDash, it’s an all-encompassing business strategy that led the eight-year-old company to the third-largest IPO in history. In this session, Gina Igwe, Senior Director of CRM at DoorDash, will walk us through four steps to delivering individualized customer experiences. You’ll learn:

The teams and tools required to achieve world-class personalization
What inputs to account for when building your marketing strategy
Actionable steps to personalize touchpoints across email, push and more
How to analyze, iterate and socialize your success

CX, Sleep, Coffee, Repeat: Behind the Scenes of Blue Bottle’s Data Strategy

Oriana Wen • Director, Data & Innovation at Blue Bottle Coffee

Today’s leading brands have access to more data than ever before to fuel deeper, more relevant customer experiences. Yet harnessing that data to deliver truly individualized touchpoints requires the right tech stack, and the right data strategy. Join Oriana Wen, Director of Data & Innovation at Blue Bottle Coffee, to hear how she used Segment and Iterable to unify online and in-store data across 90+ locations in the U.S. and Asia. You’ll walk away with a jolt of caffeine on how to power a more cohesive customer experience.

Breaking Down Data Barriers With an Unmatched Mobile Strategy

Alexandra Farrar • Retention Marketing Manager at Cars.com

The average consumer spends upwards of 13 hours shopping for their next vehicle, switching between desktop, mobile web, and in-app. Catering to this cross-device buyer journey requires a deep understanding (and consolidation) of consumer behavior. Join Alex Farrar, Retention Marketing Manager at Cars.com, to hear how to break down device silos to enhance the consumer shopping experience, and turn sessions into conversions.

Reforging Relationships: Shifting Focus From Conversions to Conversations

Brian Balfour • Founder and CEO at Reforge

Driving revenue and conversions has been the focus of marketing since the beginning. But that is changing, and marketers are now building experiences across the entire customer journey. Join Brian Balfour, CEO of Reforge, and Katie Pope, Director of Customer Marketing at Iterable, to learn: – Why marketers need to shift focus, and not just drive short-term growth or conversions – How to practically drive growth and focus on LTV – Measuring and influencing LTV throughout the customer lifecycle

From the Ground Up: Your Guide to Evolving Email Personalization

Indi Pollard • Email Marketing Lead at Blockchain

Since 2012, crypto services provider Blockchain.com, has managed 28% of all Bitcoin transactions. As Blockchain looks ahead to the exponential opportunity of cryptocurrency, the team is doubling down on their customer experience and investing in their email personalization strategy. Join Indi Pollard, Email Marketing Lead, to hear how she’s applying proven personalization tactics and improving the engagement performance of Blockchain’s email strategy with Iterable.

Take the next step.

Iterable is a cross-channel platform that powers unified customer experiences and empowers marketers to create, optimize and measure every interaction across the entire customer journey.

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About Activate

Activate is about empowering anyone involved in the customer experience—the Dreamers, Builders, and Makers—to bring every customer a joyful, meaningful experience. Thousands of marketing experts come together every year at Activate to learn, grow, and inspire the next wave of memorable experiences for customers worldwide. Come along with us to make a lasting impact.

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