CommerceNext

Marketing
Summit Series

Get 2021 Off
to a Smart Start

Virtual: 3 Wednesdays

January 20, January 27 & February 3, 2021

The CommerceNext Marketing Summit Series was a three-day virtual event where industry leaders shared their perspective on how to get 2021 off to a smart start. While the event may be over, you can still watch the sessions on replay below.

The event features 25+ C-Level Speakers & 50+ Speakers overall from brands like Sephora, Wayfair, UNTUCKit, Cartier, J. Crew, Rothy’s, Coach and many more. From leadership lessons to channel-specific deep dives, this series will advance key elements of your retail and ecommerce marketing strategy.

Speakers

Day 1: Wednesday, January 20

Theme: Leveling Up Your Advertising Game

12:30-12:35 PM ET

Opening Remarks

12:35-12:55 PM ET

Keynote: Marketing for Today's Cultural Zeitgeist
Emily Heyward is author of Obsessed: Building a Brand People Love from Day One and cofounder and chief brand officer at Red Antler, a full-service brand agency. Emily works closely with founders to develop purposeful, strategic visions for their start-ups and has led branding efforts for top companies such as Casper, Allbirds and Boxed. Join Emily as she talks about building brands in today's culture.

12:57-1:17 PM ET

🎥Are Your Best Customers Bought or Made?
New customers who return after their first purchase tend to be highly loyal and make repeat purchases over time. Does this imply we should advertise aggressively to everyone who bought for the first time? Or is it better to identify and acquire the ones most likely to keep returning? This session examines whether your best loyal customers are bought via ads…or existing ones you’ve nurtured.

1:20-1:50 PM ET

🎥PANEL: New Advertising Strategies for the New Year
In response to COVID, most companies adjusted their 2020 advertising plans by cutting costs and putting branding on hold to focus on performance marketing. This panel discusses the expected shifts in 2021 advertising strategies, along with the measurement tactics and channels showing the most promise for growth next year.

1:50-2:40 PM ET

👨‍👩‍👧‍👦 Roundtable Discussions

  • Text Message Marketing: How to Make the Most of this New Channel
  • The Modern Marketing Org: Building a Best in Class Team
  • Leveling Up Marketing Attribution and Optimizing Results
  • Content Marketing: From Influencers to Publisher Partnerships
  • TV as a Performance Marketing Channel: Getting Started and Best Practices

Theme: Diving Deep into Video & Audio

3:10-3:15 PM ET

Welcome Back Remarks

3:15-3:35 PM ET

🎥Meet TV, Your Next Performance Channel. No, Really
TV’s got the wrong rap. Many believe TV can only be used for top-of-funnel branding and storytelling, but that’s a myth. In this session, we demonstrate how TV can target with precision to reach new audiences and how to spend your TV budget with accountability, transparency and flexibility.

3:37-3:57 PM ET

🎥The Secrets to Success in Podcast Advertising
DTC brands are all over podcast advertising and now marketers are more pod-curious than ever. In this session, Mack Weldon and Pretty Litter will tell us what’s worked and what hasn’t in this channel. Let their experience inform those of you who are ready to dip a toe in the podcast pool.

4:00-4:20PM ET

Social Video: How to Crush TikTok, Instagram TV and More
You can’t avoid it anymore, so we’re diving deep into social video with two brands seeing tremendous success in this channel. In two fast-paced interviews, we’ll cover it all: customizing your strategy for each social video channel, creating engaging content (both directly and through influencers/partners), advertising vs. organic and measuring results.

4:20-5:00 PM ET

☕ Coffee Chat with Day 1 Speakers

Bonus Track 1: Friday, January 22

So you don’t get lonely between full Marketing Summit Series programming days, we are introducing Founder Showcases in partnership with Showfields. Each speaker is a founder of a new brand and will tell their “How I Built This” story about how they got started and their journey so far. Plus, participants will get a chance to try the products!

1:00-1:30 PM ET

Founder Showcase: Recess
Recess is a consumer wellness brand that creates products and experiences designed to help people feel calm, focused and creative – despite an increasingly stressful world. Founder and CEO Ben Witte will share the Recess story while you sample the beverage from home.

1:00-1:30 PM ET

Founder Showcase: GEM
GEM is a real food vitamin. CEO & Founder Sara Cullen will explain how GEM is disrupting the vitamin industry and give you an opportunity to try GEM Daily Essential Bites from home.

1:30-2:00 PM ET

Founder Showcase: Akalo
Akalo is a vitamin delivered via a slow release patch. Co-Founder Mike Dixon will explain vitamin delivery via patches and tell you about how they are building the company. Participants will receive their hangover/ jet lag patch to try from home.

2:00-3:15 PM ET

🤝 1:1 Meetings

Day 2: Wednesday, January 27

Theme: Marketing During Social Change

12:30-12:35 PM ET

Opening Remarks

12:35-12:55 PM ET

🎥Managing Culture and Marketing in Times of Social Change
Brands can represent more than the products they sell—they can elicit emotions from consumers and get involved in larger social conversations, embedding themselves within the culture of their target audience. Foot Locker has done this with a 5-year $200M commitment to the Black community. In this session, we will explore how cause marketing can build a brand and some of the challenges that come along with it by speaking to Foot Locker about their efforts.

12:57-1:17 PM ET

🎥Emotionally Connecting with Consumers in Difficult Times
Many brands struggle with how to be present during a crisis. They might not be sure if consumers want to hear from them, but they can't sit idly by. This session explores how brands can: emotionally connect with consumers in difficult times, yield significant dividends by aligning their brand initiatives with performance marketing efforts and create exclusive offers that honor and resonate with target audiences.

1:20-1:50 PM ET

🎥PANEL: How Brands Are Taking a Stand On Social Issues
Consumers now engage more than ever in social change, and so too must brands. Accenture reported that 63% of surveyed global consumers prefer purchasing from companies with a purpose that reflects their own values and beliefs. In this session, we ask brands taking a stand to share their experience and how they balance their mission with their bottom line.

1:50-2:40 PM ET

👨‍👩‍👧‍👦 Roundtable Discussions

  • Connecting with Customers in 2021: How to Find the Right Tone and Messages
  • Growth Opportunities from Focusing on Post-Purchase
  • Balancing Brand and Performance Marketing
  • Building and Improving Shopping Tools for Today’s Customer Needs
  • Podcast Marketing: From Getting Started to Optimizing for Results
  • Getting Started with U.S. Hispanic Marketing
  • What’s New for Customer Marketing in 2021?

Theme: Mastering Lifecycle Marketing

3:10-3:15 PM ET

Welcome Back Remarks

3:15-3:45 PM ET

🎥PANEL: From Like to Love: Creating a Deeper Connection with Customers
It’s not enough to simply close the sale these days, you've got to help your customers fall in love with your brand. In this session, hear how leading brands create that deeper connection with their customers. We explore everything from customer experience to community building to personalizing communication.

3:47-4:07 PM ET

🎥The Untapped ROI of Caring Post Sale
Showing genuine care for your customers is crucial, yet difficult to do in a cost effective way. In this session, Japhy, a French natural dog food company, explains how to manage millions of orders per year in 7 different languages while scoring a 77pt NPS. See why ROI from post-purchase is not as hard as you think if you follow clear KPIs and ensure your customers—and employees—feel the love.

4:10-4:30 PM ET

🎥Customer Experience: Balancing Details and The Big Picture
Great customer experience generates customer satisfaction, loyalty and advocacy. It's everything from a seamless shopping experience to clear communication post-purchase to a delightful unboxing. In this session, we learn how great brands tend to every detail to build long-term brand loyalty.

4:30-5:10 PM ET

☕ Coffee Chat with Day 2 Speakers

Bonus Track 2: Friday, January 29

So you don’t get lonely between full Marketing Summit Series programming days, we are introducing Founder Showcases in partnership with Showfields. Each speaker is a founder of a new brand and will tell their “How I Built This” story about how they got started and their journey so far. Plus, participants will get a chance to try the products!

1:00-1:30 PM ET

Founder Showcase: Wthn
WTHN is the first omni-channel brand for holistic healing rooted in Traditional Chinese Medicine. Co-Founders Michelle Larivee + Shari Auth will share the WTHN story and help you find some zen with a guided acupressure session. Participants will receive all-organic WTHN herbal remedies to try at home.

1:30-2:00 PM ET

Founder Showcase: Hear Me Raw
Hear Me Raw is a natural and sustainable skincare brand. Founder Mike Indursky will share how the company is disrupting the skin care industry and how he transitioned from corporate to startup life. Participants will receive a full size version of the Hear Me Raw Hydrator to try at home.

1:30-2:00 PM ET

Founder Showcase: Akua
AKUA makes sustainable food from ocean-farmed kelp (Kelp Jerky, Kelp Pasta, Kelp Spices, and soon-to-launch Kelp Burgers!). Co-founder and CEO Courtney Boyd Myers will tell the story behind AKUA while you sample their Kelp Jerky from home.

2:00-3:15 PM ET

🤝 1:1 Meetings

Day 3: Wednesday, February 3

Theme: Geeking Out on Data & Attribution

12:30-12:35 PM ET

Opening Remarks

12:35-12:55 PM ET

🎥What Gets Measured Gets Managed: Building a Data-Driven Culture
The underpinning of any successful digital strategy is a data-driven organization. Learn how leaders deftly leverage data to measure results and align organizational incentives. And, how they nourish a testing culture while still building a brand that connects emotionally to customers.

12:57-1:17 PM ET

🎥Turning Customer Insights Into Ecommerce Growth Opportunities
Understanding customer intentions, behavior and sentiment are the keys to building exceptional digital experiences. Learn how to use the latest customer data trends to refine your on-site experience and enhance business results.

1:20-1:50 PM ET

🎥PANEL: Marketing Attribution In Support Of A Full-funnel Strategy
With each passing year, marketers can access more data to help them understand their marketing programs and audiences. But, does more data necessarily mean more efficient and effective full-funnel marketing? This session answers that question and breaks down today’s best practices for marketing attribution.

1:52-2:12 PM ET

🎥Draper James: Analyzing the Impact of SMS on the Customer Journey
The average customer uses 10+ channels to communicate with brands, making the analysis of marketing campaigns more difficult than ever. Learn how Draper James developed an SMS segmentation strategy that incorporates behavioral data and allows them to determine the ROI of their text messaging program, across the customer journey.

2:15-2:50 PM ET

☕ Coffee Chat with Day 3 Speakers

2:50-3:20 PM ET

🎶 Musical Break with Snubby J

Theme: Future Proofing & The Marketing Org

3:20-3:25 PM ET

Welcome Back Remarks

3:25-3:55 PM ET

🎥PANEL: The Marketing Org: Building a Team for Today's Growth Challenges
What should a modern marketing organization look like—more data scientists? Should acquisition and retention teams be combined? Do you need to hire new skills sets with expertise in video content or new social media channels? How do you encourage collaboration between brand and performance teams and nourish a testing culture? All that answered and more in this session.

3:57-4:17 PM ET

🎥Embracing U.S. Hispanic Growth in Your Marketing Strategy: Learn Why and How
U.S. Hispanics are the youngest, fastest-growing U.S. consumer segment and critical to every brand’s inclusivity and growth objectives. In this session, get the full profile of the U.S. Hispanic DTC shopper: compare and contrast to Non-Hispanics based on proprietary research from Univision (in partnership with Media Predict), then learn what inspires them to buy, what keeps them from purchasing, if outreach in Spanish is critical to conversion and which specific attributes they look for in a DTC brand. We’ll also share HomeAdvisor’s journey and learnings in engaging Hispanic America.

4:20-4:40 PM ET

🎥Why Marketing Needs to Own the Customer Journey
The customer journey is fluid and often involves multiple touch points before the product reaches a consumer's hands. Given the cost and effort that goes into acquiring customers, this session will make the case for why marketing needs look beyond the buy button and own the full customer journey to maximize lifetime value. We'll talk about conversion in payments, the impact of poor customer service on loyalty and how owning the end-to-end experience aligns accountability.

4:40-5:00 PM ET

🎥Sephora: Making Retail More Inclusive
Deborah Yeh, Chief Marketing Officer at Sephora, shares an inside look at how the prestige beauty retailer is leading the industry in Diversity, Equity & Inclusion. We’ll explore the changes Sephora is implementing to build a more inclusive retail environment for their employees and clients, as well as opportunities for the broader retail community.

5:00-6:30 PM ET

🍸 Happy Hour

Our Partners

Platinum

sheerid

Gold

attentive
shipup
simulmedia
signifyd
univision

Silver

acquia
black crow
celtra
exponea

Media

the voice of retail
women in retail

Marketing for Today's Cultural Zeitgeist

Are Your Best Customers Bought or Made?

New Advertising Strategies for the New Year

The Secrets to Success in Podcast Advertising

How to Crush TikTok, Instagram TV and More
Sarah Henry - Walmart

How to Crush TikTok, Instagram TV and More
Dana Rosenberg - Dolls Kill

Musical Break with Snubby J

Meet TV, Your Next Performance Channel. No, Really

Managing Culture and Marketing in Times of Social Change

Emotionally Connecting with Consumers in Difficult Times

How Brands Are Taking a Stand On Social Issues

Musical Break with Snubby J

From Like to Love: Creating a Deeper Connection with Customers

The Untapped ROI of Caring Post Sale

Balancing Details and The Big Picture

What Gets Measured Gets Managed: Building a Data-Driven Culture

Marketing Attribution In Support Of A Full-funnel Strategy

Draper James: Analyzing the Impact of SMS on the Customer Journey

The Marketing Org: Building a Team for Today's Growth Challenges

Why Marketing Needs to Own the Customer Journey

Sephora: Making Retail More Inclusive

Turning Customer Insights Into Ecommerce Growth Opportunities

Embracing U.S. Hispanic Growth in Your Marketing Strategy: Learn Why and How