Accel Portfolio Company Days are quarterly workshops during which we invite entrepreneurs and experts within our network to roll up their sleeves and dive into a specific theme. They are designed to help our portfolio companies share and discuss best practices with entrepreneurs in similar functional roles at other companies.
“Marketing Tactics for 2014 and Beyond” is the theme of our upcoming Accel Portfolio Day, to be hosted in San Francisco on Tuesday, May 20. The role of the CMO is rapidly changing due to the increased number of channels businesses can use to acquire and communicate with customers. Over the past decade, metrics counting page clicks, likes, followers, views and more have become available to allow businesses to better manage their marketing efforts. Systems that leverage this customer data give the marketer more power in developing deeper relationships with customers and the ability to point to ROI of marketing campaigns.
As the tools in the marketing landscape exponentially increase and become more sophisticated, marketers are tasked with the responsibility to parse out the most effective solutions for customer acquisition and retention. These tools allow marketers to become more data-oriented/scientific in their marketing decisions and provide them a more complete picture of the target customer. At the same time, the CMO needs to keep in mind the true art behind marketing and how to create deep emotional connections with customers.
The portfolio day will be packed with panels by marketing experts who will discuss some of the biggest challenges facing marketing, as well as share successes and challenges experienced from within their own companies.
Trulia CMO Kira Wampler will begin with a fireside chat with Accel’s Greg Waldorf, explaining how she bridges right-brain and left-brain skills to illustrate a holistic picture of marketing today.
Roberto Medri, General Manager at Reformation, Scott Jones, VP Marketing at Origami Logic, and Peter Reinhardt, CEO at Segment IO will discuss strategies for organizing and making marketing data actionable.
David Perez, CMO of Convertro, Adam Fishman, Director of Growth at Lyft, and Jackie Lamping, Senior Director - Marketing at AdRoll will follow with a panel on innovative new approaches in customer acquisition.
To discuss lifecycle marketing management, we will welcome Matt Howland, former CEO at Loyalty Lab, James McCermott, CEO at Lytics, and Jascha Kaykas-Wolff, CMO at BitTorrent to share their experiences.
Michael Dubin will present the story behind Dollar Shave Club’s innovative marketing tactics.
Lastly, we will round out the day with a final panel with Guy Yalif, Head of Product Marketing at Twitter, Lucas Brown, CPO at HasOffers, John Milinovich, CEO at URX, and Sean Harris, Sr. Marketing Manager at HotelTonight, examining approaches to marketing in a mobile world.
We are excited to bring together leaders from across the Accel portfolio on Tuesday to hear from our accomplished panelists. Marketing is a field by which open collaboration with fellow professionals can help the collective group become better. Check back with the Accel Blog next week for highlights from the Accel Portfolio Day.
– Kobie Fuller, Partner