How to Operationalize Your Enterprise Marketing Team to Win (at Automation)
Nadia Milani – Marketing Director @ TeraGo

You can throw the most talented athletes together on a field, but without the proper lineup, strategy, and collaborative framework, chances are the team won’t get very far. The same can be said about your marketing team when it comes to email and automation. Join Nadia Milani from TeraGo to learn key operational hacks that have proven to produce major automation wins at several companies. We’ll deep dive into different team structures and the relative output/wins of each operational framework. Whether building the right team and stack, securing internal buy-in, or selecting the best implementation partner, this session will cover all the moving parts related to victoriously implementing and optimizing your automation platform.

Key Takeaways from this session include:

• How to make complicated enterprise frameworks conducive to automation
• The different ways team structure can impact business results
• To decentralize, one must first centralize
  

Email Personalization – More Than Just Name Dropping
Kwanta Rodrigues – Sr. Marketing Automation Specialist @ HomeStars

How HomeStars went from a blast type email communications to product-specific personalization. This session will establish what it takes to create a variety of personalized email campaigns for individual homeowners. Topics will include data review, data cleansing, creating dashboards using Tableau, developing and measuring campaigns and an outlook to the future.     

Session takeaways:

•  To provide actionable processes to implement personalized email campaigns.

Nurturing Different Types Of Customers Across Their Life-cycle
Dan Murphy – Group Account Director @ Vigorate Digital

Panel:

• Ryan Moss – Marketing Cloud Manager @ Moneris

• Wilma Curammeng – Sr. Manager, Marketing Journeys @ Rogers
• Erica Yap – Head of Consumer Engagement @ Auto Trader Canada

A panel discussion exploring the approach to customer journey communications across three different types of Canadian enterprise businesses, from both purchase and engagement conversion perspective in both the B2B and B2C space. We will explore the differences and similarities in the approaches and share some success metrics from recent engagements.

Session takeaways:

• Cross-channel engagement is key, understand what channels are highest ROI and where your customers like to engage
• Build up-sell and cross-sell into your ongoing nurture messaging to drive continued growth
• Be diligent about reporting on performance and making improvements on the fly

Take The Lead: Stop Fighting & Start Educating
Anna Liscio – Executive Coach, Founder & CEO @ Smooth Consulting Services

The current state of email marketing demands new ways of thinking and expanding capabilities. Combined with pesky algorithms, technical rules, and opinions of colleagues and senior leaders who may not fully grasp the intricacies, it can be challenging to get even get a simple email out the door.

So many email marketers shy away from taking the lead after feeling frustrated, stressed, and under-appreciated by the demands of the job.

Do you sometimes feel like no one understands how email marketing really works? You know complaining or becoming defensive doesn’t get you very far, so how do you move from implementer and task-taker to a respected, trusted adviser? You reclaim your authority, demonstrate your expertise, and take the lead!

People see things from their own perspective until a catalyst helps them shift it – be the catalyst! It might not be easy, you may face a lot of resistance at first, but when you know the success of the campaign is at stake, it is imperative that you make the effort to take the lead.

This session will show you how to reclaim your power, showcase your expertise, and get the buy-in you have been striving for!

Session takeaways:

• Showcase your expertise strategically
• Influence colleagues and senior leaders with less resistance
• Reclaim your value and stand in your authority
• Step outside of your comfort zone
• Shift the conversation and get buy-in 

Fireside Chat with the CRTC
Matthew Vernhout – Founder Canadian Email Summit
Steven Harroun – CCEO @ Canadian Radio-television and Telecommunications Commission (CRTC)

A fireside chat with the Chief Compliance and Enforcement Officer for the CRTC. Dealing with managing Canada’s Anti-Spam Legislation (CASL), the Do Not Call List (DNCL) and regulations that cover your television and mobile services. Find out about the recent activities of the CRTC’s investigation team, past enforcement action and what is the future of email in the eye of the regulators.  

Strategic Road-mapping for Email Programs
Minh Tran – Head of Marketing & Strategy @ Symplify

This session is intended for email marketers seeking new ideas or feel that their email program has gone stale.  We will cover 3 practical frameworks that attendees will be able to implement right away to identify missing opportunities in their email program.

Session takeaways: 

• How to strategically align your email programs with your business objectives
• How to audit the effectiveness of your email program in 5 seconds.
• How to identify missing opportunities
• How to develop a strategic road-map that actually works.

Canada’s Digital Charter: Update on Privacy
Derek Lackey – Managing Director @ Newport Thomson

Panel:

• Deborah Evans – Chief Privacy Officer @ Rogers Communications
• David Young – Privacy Lawyer

The panellists will examine the 10 principles put forth by Minister Bains to provide some direction regarding the updating of our Canadian privacy laws and our government’s attempt to help us protect our data from abuse and mis-use. Email is a key part of the digital world and these changes in the laws affect how we go about the business of email marketing. With the introduction of CASL, ISED made it clear they consider a person’s inbox to be their personal property. With this new control over their email, individuals are increasingly trusting this digital channel. Panellists will explore how their approach to email marketing has changed over the past 5 years and what we might expect in the future.

ISP Panel with Yahoo, Proofpoint and Spamhaus
Matthew Vernhout – Founder Canadian Email Summit

Panel:

• Marcel Becker – Director Product Management @ Verizon Media
• Jaren Angerbauer – Deliverability and ISP Relations Manager @ Proofpoint
  
• Matthew Stith – Industry Liaison @ Spamhaus Technology Ltd

Representatives from Yahoo, Proofpoint and the Spamhaus will sit and talk about trends in spam, issues with security and how they are each tackling these items in their own way.

Take the opportunity to engage directly with these mailbox providers and anti-spam experts, join the conversation by asking questions to the panel members.