Virtual XChange: Changing the Game: Innovations for Future Success

Karen Gwynne
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Key Takeaways

Innovation is necessary to succeed. But in today’s marketplace, change is rapid, to say the least. How do you keep up with the ever evolving landscape?  Better yet, how do you move beyond “keeping up” to being in front of trends?

This virtual forum will give you an opportunity to learn from leading business experts on how to help your team embrace the business changes and drive innovation in your organization:

» How to look to the future while you are still working to manage the present
» How to inspire passion to change the status quo among your team
» Guidelines for evolving staff and organizational processes

...And more!  

Registration is free and AMA members will receive exclusive access to conference speakers and give-a-ways!
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  Jeffrey Hayzlett
  Author, Global
  Business Celebrity
  & Sometime

JEFFREY HAYZLETT is a global business celebrity and former Fortune 100 c-suite executive. From small business to international corporations, he has put his creativity and extraordinary entrepreneurial skills into play, launching ventures blending his leadership perspectives, insights into professional development, mass marketing prowess and affinity for social media. He is a well-traveled public speaker, the author of the bestselling book, The Mirror Test, celebrity editor to one of the largest-circulation business publications and one of the most compelling figures in global business.

Opening Keynote:
Running the Gauntlet

Jeffrey Hayzlett’s Running the Gauntlet is a rough-and-tumble guide for running and driving organizational change. The book divides into three parts that parallel the three parts of change that every business leader must face: Getting Ready, Getting Going and Creating and Sustaining Momentum.

During this intriguing opening keynote session, Hayzlett s will draw from his book and show you how to develop the necessary mental, emotional, and (yes) physical toughness needed for smart, strategic and lasting change. Attendees will be sure to gain a feeling for what kind of change their business needs and leave wanting to summon the vision, courage, and passion to enact it. 



  Brian Solis
  Author and
  Altimeter Group

BRIAN SOLIS is principal at Altimeter Group, a research-based advisory firm. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His new book, The End Of Business As Usual, looks at the changing consumer landscape, it's impact on business & what companies can do to adapt & lead. Solis' previous book, Engage, is regarded as the industry reference guide to build and measure success in the social web.


Closing Keynote:
Breaking Social Media Free of the Marketing Silo

Social Media is already a silo within the organization. According to almost every major study, the top 3 groups that own social media in corporate America are 1) Marketing, 2) Marketing Communication, and 3) Public Relations.  Wait, you're in marketing. Why is this not good news for you? Because if social media lives in marketing, it by default creates an island within the organization that operates independently of the rest of the organization.

This causes 5 challenges moving forward…

  1. Other islands will spring up as functions and lines of business experiment with social networks
  2. Executives will only see social media as a function of marketing and promotion and not as an enabler of business objectives
  3. Customers see a disconnected approach rather than a holistic market presence and unified mission
  4. The brand will eventually erode as groups work against each other
  5. Metrics and ROI will always be soft, unable to prove impact and value to the bottom line of the business

This webinar will review the state of social media and what you can do to expand the role of marketing across the organization.

  Graham Brown
  Author, Director
  and Co-Founder

Graham Brown has spent his life living and working in both London and Tokyo. A psychology graduate, Graham has focused his marketing career on understanding what influences consumer behavior a field in which he is due to publish his first book in  early 2011 titled ‘Customers are the Brand’.

As well as speaking at industry conferences on the subject of young consumers, Graham has appeared on CNBC, Sky News, CNN and BBC as well as in print with the FT, The Guardian, Wall Street Journal and The Sunday Times.


Youth Marketing: How can Marketers Engage Youth in the Post-Advertising Era?

During this session, Graham Brown will explain the three I’s necessary to engage your next generation of customers – the youth market.

Identity: Pin-point the youth segments specific to a brand. It’s about identifying fans – those who love a brand and would recommend it to their peers. Brands can use Earned Media Indexes to identify the age and gender group to which their fans belong.

Influence: Understanding what young people want. The short answer is Social Currency. They want to belong and be significant. It is crucial to understand Social Currency because the dynamics of marketing have changed. The old model of marketing required brands to reach out to customers through agencies. But today young people are reaching out to each other, making agencies obsolete.

Innovation: What can mobile brands can do to better engage the youth market? The answer is to involve young people in the process of marketing and innovation right from the beginning. Innovation usually brings about invention or some technological breakthrough in people's mind. But marketable innovation is much more fundamental than that. It’s about changing the mindset about how brands should market and develop new products.   

 Mike Brown
 The Brainzooming 

Mike Brown is an author and Founder of The Brainzooming™ Group. He writes daily articles on strategy, creativity, innovation, and social media based on his extensive experience at the forefront of leading Fortune 500 culture change.  He's been recognized for developing simplified tools for strategic planning, designing and implementing award-winning sponsorship marketing programs, and aligning sales and marketing tactics for maximum impact.

He's been a frequent speaker for organizations, associations, and universities, including the MIT Center for Transportation & Logistics, American Marketing Association, and the Business Marketing Association. He shares the Brainzooming approach with thousands of business people annually, helping them adapt it to business strategy, branding, marketing, and social business.


Taking the NO Out of InNOvation

There are many reasons innovative business ideas are not generated and successfully implemented in businesses. Sometimes it is because there is NO orientation or mandate to innovate. In other cases, there are perceived to be NO capabilities in place or NO processes to cultivate innovation. No matter what the reason, inability to solve problems and capture opportunities in new ways can hold back any business. And that has never been more true than now when failing to adopt an innovative approach can lead to long-term challenges. In this webinar session, we’ll cover:

  • Some of the most common NO’s that block business innovation
  • What business characteristics create each of these situations
  • New possibilities to improve successes amid innovation challenges



  Maria Pergolino, 
 Senior Director of 


Maria Pergolino works as Senior Director of Marketing at Marketo, where she specializes in demand generation, inbound marketing, and campaign optimization. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six.

Maria has a Marketing Degree and MBA from the School of Business at Rutgers University, is a Salesforce Certified Administrator, and a speaker at numerous marketing events. She is the author of the social media book created specifically for B2B Marketers, The Definitive Guide to B2B Social Media, and has also written for many marketing blogs, including frequent contributions to the MarketingProfs blog and Marketo's popular blog, Modern B2B Marketing. You can reach Maria on Twitter as @Inboundmarketer.

Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing

Inbound marketing connects you with prospects by enabling them to find you – without the cost or intrusion of more traditional, outbound marketing techniques. The key to maximizing the impact on your bottom-line results is to find the right way to incorporate inbound marketing into your overall marketing mix. This webinar will show you how to create the optimal blend.

In this presentation, Maria Pergolino, Senior Director of Marketing at Marketo, will show you:

  • How to create a well-balanced combination of outbound, inbound and content marketing – even with little budget
  • Where inbound marketing can go wrong – and how to avoid getting caught up in processes that don’t drive results
  • Ways to dramatically improve the results of your inbound marketing programs
  • When inbound marketing won’t work for your business
  • Specific campaign examples of top performing inbound marketing campaigns from Marketo

Sponsored by:

Interested in virtual event sponsorship opportunities? Contact for more information.  




Author Bio:

Karen Gwynne
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