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Wednesday, January 14, 2026
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11:00am
- 11:20am
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11:20am
- 11:55am
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TRANSFORMING B2B MARKETING WITH AI, UNIFIED DATA AND AUTOMATION
In today’s complex B2B landscape, marketing teams face mounting pressure to demonstrate ROI, personalize at scale, and align with sales. This session explores the journey to unified data, intelligent automation, and artificial intelligence and how it is reshaping athenahealth’s marketing strategies and execution.
You will learn:
- The Data Foundation Challenge: B2B marketers struggle with fragmented customer data across CRMs, marketing automation, web analytics, and third-party sources.
- AI-Powered Personalization: Discover how AI enables hyper-personalized experiences across the buyer journey, from dynamic content recommendations to predictive lead scoring and intelligent account targeting.
- Automation that Scales: Explore how marketing automation combined with AI can handle complex, multi-touch nurture campaigns, optimize send times, generate content variations, and automatically route leads based on engagement patterns and buyer intent signals.
- Measuring What Matters: Understanding how unified data and AI-powered analytics provide clearer attribution, and surface actionable insights that align marketing activities directly to revenue outcomes.
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Ariel Coppola
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Director of AI & Automation
athenahealth
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11:55am
- 12:30pm
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STRATEGIC PRECISION: HOW U.S. BANK LEVERAGED ACCOUNT-BASED MARKETING TO DRIVE GROWTH AND ALIGN WITH ENTERPRISE GOALS
In an era of digital transformation and evolving customer expectations, U.S. Bank reimagined its marketing approach through a robust account-based marketing (ABM) strategy that directly supports its enterprise growth objectives. This presentation highlights real-world examples of how ABM initiatives contributed to U.S. Bank’s broader business strategy, driving operational efficiency, increasing close-won opportunities, and deepening customer relationships. By aligning marketing execution with corporate priorities, U.S. Bank demonstrates how targeted engagement can fuel sustainable growth and innovation.
You will learn:
- Creating Consumer Touchpoints: How U.S. Bank enabled 24/7 engagement through marketing technology and personalized outreach, meeting customers where they are in their buying process.
- Data-Driven Audience Targeting: Using firmographic and intent data to define Ideal Customer Profiles (ICPs), segment audiences, and tailor messaging across strategic verticals.
- Platform Use Cases: Integrating platforms like Demandbase and Adobe Marketo Exchange to automate account nurturing, improve campaign attribution, and align marketing efforts with sales pipeline goals.
- Measurement and Reporting: Building a measurement ecosystem that connects marketing activities to revenue outcomes, unlocking insights that inform smarter investments and accelerate pipeline velocity.
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Megan Dockry
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Vice President, B2B Marketing Technology
U.S. Bank
Sarah Dempsey
Vice President, Institutional Marketing
U.S. Bank
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12:30pm
- 1:05pm
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DATA GOVERNANCE IN THE AGE OF AI: GUARDRAILS BEFORE GROWTH
Data is now an enterprise-wide asset: powerful, pervasive, and increasingly risky in an AI-driven landscape. Marketing may generate and shape a large share of it, but without organization-level ownership and intentional guardrails, data quickly becomes clutter: slowing systems, confusing teams, and degrading both automation and outcomes. Now compounded by the age of AI, growth without governance isn’t just inefficient, it’s dangerous. This session delivers a pragmatic blueprint for building guardrails before you scale. We’ll explore how to define the “why” behind the data you collect, embed ethics and compliance into your strategy, and create cross-functional accountability that actually holds.
You will learn:
- Operationalizing Data Ownership: How to establish clear roles and responsibilities across marketing, IT, and compliance teams to prevent fragmentation and ensure accountability.
- Designing Scalable Governance Models: Practical approaches for creating guardrails that grow with your organization—without slowing innovation or agility.
- Integrating Ethical AI Practices: Steps for embedding fairness, transparency, and compliance into AI-driven marketing workflows before automation scales.
- Turning Governance into a Growth Enabler: How disciplined data management can unlock faster decision-making, cleaner analytics, and more effective personalization strategies.
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Andy Caron
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President
Revenue Pulse
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1:05pm
- 1:40pm
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AGILITY THAT STICKS: HOW NAVY FEDERAL BUILT SUSTAINABLE MARKETING AGILITY IN A HIGHLY REGULATED WORLD
Marketers know they need to move faster. But in a world of AI disruption, regulatory pressure, and skyrocketing expectations, “going Agile” often leads to ceremony overload, stalled pilots, or a board full of overdue tasks. Real agility requires more than new workflows; it requires a new operating system. Join Agile marketing pioneer Andrea Fryrear, CEO & Co-Founder of AgileSherpas, together with Nicole Crawley, PMP, Senior Marketing Operations Leader at Navy Federal Credit Union, for a behind-the-scenes look at what it really takes to make Agile marketing work at scale. Together, they’ll reveal how Navy Federal transformed the way its marketers plan, prioritize, and deliver without sacrificing compliance, creativity, or control. You’ll hear the practitioner’s point of view from a team operating in one of the most complex, highly regulated marketing environments in the country and succeeding.
You will learn:
- Break free from project-based chaos: Organize around persistent, outcome-driven Agile teams even when compliance, legal, and governance constraints are non-negotiable.
- Design an Agile operating system that actually fits marketing: Use the three levers of true agility that aren’t borrowed from software: How, What, and Who.
- Scale Agile responsibly: Taking lessons from Navy Federal’s multi-year journey to align people, planning, process, and data across a complex organization.
- Avoid the four failure patterns that doom most Agile marketing pilots: Replace them with sustainable rhythms that endure long after the kickoff workshop.
- Elevate Marketing Operations: Treat marketing ops as a strategic force multiplier that protects capacity, enables agility, and drives measurable business outcomes.
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Nicole Crawley
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Head of Marketing Project & Production Management
Navy Federal Credit Union
Andrea Fryrear
CEO & Co-Founder
Agile Sherpas
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1:40pm
- 2:10pm
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ALWAYS IN BETA: THE NEW MINDSET FOR THE MODERN MARKETER
Marketing is constantly evolving, with new platforms, audiences, expectations, technologies, and terminologies popping up nearly every day. In this ever-changing environment, the modern marketer can’t rely on what they already know. They must keep learning, unlearning, and experimenting in real time. In this session, you’ll discover how adapting an “always in beta” mindset can help you stay curious, adaptable, and inspired no matter your role or title. Heather Strickland, director of leadership development programs at American Express, will share simple, practical ways to build learning into your daily work, influence your team’s growth culture, and future-proof your career in a world that never stops changing.
You will learn:
- Recognizing Skill Obsolescence Early: How to identify when your current marketing approaches or tools are losing relevance—and what signals to watch for before they impact performance.
- Embedding Micro-Learning into Workflows: Practical methods for turning everyday tasks into learning opportunities without adding extra time or complexity.
- Balancing Experimentation with Risk Management: Strategies for testing new ideas and technologies while maintaining brand integrity and compliance standards.
- Creating a Feedback Loop for Growth: How to build systems that capture insights from successes and failures to continuously refine team capabilities.
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Heather Strickland
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Director, Learning Development Programs
American Express
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2:10pm
- 2:45pm
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MARKETING OPERATIONS IS ON YOUR SIDE: NATIONWIDE’S TRANSFORMATION JOURNEY
To conclude Marketing Operations Day, you’ll see how the four pillars of marketing operations—people, process, technology, and data—come together at Nationwide. Over five years into their operations journey, Nationwide Marketing’s operations team has moved from a small, nimble team working to get established to a phase of growth in size and expansion of responsibilities. Chris Schraff, director of audience and experience on Nationwide’s marketing operations and experience enablement team, will share how the team was built, the measures of the organization’s success, and key themes instilled through that influence.
You will learn:
- Data-driven decisions: Leveraging facts, metrics, and information to drive strategic business and marketing decisions.
- Modernized marketing: Embracing agile practices, accountability, automation, and digitization to uniquely serve customers.
- Process-first mentality: Ensuring business strategies, capabilities, and processes are enabled by solutions.
- Streamlined operations: Lowering marketing's expense ratio, while enhancing capabilities, improving quality, and increasing velocity.
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Chris Schraff
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Director, Audience & Experience, Marketing Ops & Experience Enablement
Nationwide
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2:45pm
- 3:00pm
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