Panel Discussion: Challenging Marketing Technology Failures To Unlock Revenue Growth

Available on-demand

Incloud Business Solutions organized a Complimentary Discussion Panel in partnership with IT World Canada and Salesforce broadcasted live on November 30th at noon.

Panelists discussed issues such as:

  • Marketing technology underutilization
  • How to avoid failures
  • How to build a blueprint for revenue growth

You can help your company a great deal by absorbing the common wisdom of experts from this panel.

The recorded session is available on-demand.

Featured panelists:

Jesse Bruyn | Area Vice President, Canada, Salesforce Marketing Cloud 
Mary Kay Lofurno | Senior Manager of Marketing Operations at Breezeline
Antoine Grosfilley | Senior Director, Strategy and Operations at National Bank of Canada
Anna-Maria Morena | Strategic Marketing Practice Lead at Incloud Business Solutions

Panel discussion moderator:

Fawn Annan | IT World Canada (ITWC) & CDN Channel Chief Council Executive Leader

Martech is a $122 billion industry that’s growing by 22% year over year, and 70% of CMOs are increasing their investments in it (Harvard Business). However, 40% of marketers are not using their marketing potential to the maximum capacity (Gartner).

TOPICS BY DISCUSSION

Not enough
technology

Why your CRM is no longer generating growth. Why your sales reps' performance is reaching a cap that they can't extend.

Wrong
technology

I've been implementing the wrong system. I don't have the right technology. They sold me a Ferrari, but I need a Subaru.

Abandoned
with technology

I can't use this technology. I can't drive a formula one racing car.

Broken path in
the customer journey

Solving misalignment between marketing, sales, IT and customer service.

Building a
blueprint for growth

A pragmatic approach to enable sustainable revenue growth.

Our Panelists

Jesse Bruyn

Area Vice President, Canada, Salesforce Marketing Cloud

Mary Kay Lofurno

Senior Manager Marketing Operations at Breezeline

Untitled design (3)

Antoine Grosfilley

 Senior Director, Strategy and Operations at National Bank of Canada

Anna-Maria Morena

Strategic Marketing Practice Lead at Incloud Business Solutions

Fawn Annan
Panel discussion moderator

IT World Canada & CDN Channel Chief Council Executive Leader

Jesse Bruyn, Area Vice President, Canada, Salesforce Marketing Cloud

Jesse leads commercial Salesforce Marketing Cloud in Canada. He is a business transformation leader, with 15+ years of experience. He is known for leading his teams toward consumer-centricity by leveraging digital marketing solutions and data.

His contribution was key in helping hundreds of companies initiate and drive their digital marketing transformation. His broad and diversified experience from working with the small, medium, and large size organizations gave him the framework, leadership, strategic thinking, and understanding of technology, combined with a unique point of view on digital Marketing Transformation and strategy across different industries.

Jesse is a team builder at the intersection of business and technology.

Mary Kay Lofurno | Senior Manager Marketing Operations, Breezeline

As an analytical interactive marketer who makes numbers talk, I have a passion for generating high quality and quantity traffic, conversions and ROI while coming in under budget. Recognized for developing innovative, cost-effective marketing campaigns using search-engine marketing, QR codes, mobile marketing, CPM, affiliate, email, RSS, phone, direct mail and web campaigns that generated increases in sales ranging from 14 to 120%.

Mary Kay’s competencies:

  • Marketing Automation: Salesforce Marketing Cloud, Pardot, Hubspot
  • Online and Offline Lead Generation
  • E-commerce SEO-CMS SEO/SEM, PPC
  • DB Marketing, RFM, LTV, and LMA, Subscriber Acquisition/Subscription Models
  • Email and Direct Mail Marketing
  • RSS and Online Content Syndication
  • Blogging and Podcasting
  • Social Media
  • CRM & Marketing Automation
  • Google Merchant Center
  • A/B & Multivariate Testing
  • Google Analytics Configurations including Cross Domain Tracking, Events, Site
  • Search and Custom Visitor Segmentation using Advanced Segments and Profiles
  • Analytics and Reporting: Tableau, PowerBI, Google Data Studio

Antoine Grosfilley | Senior Director, Strategy and Operations, Conversational Ecosystem at National Bank of Canada

Antoine has over 20 years of experience in data-driven marketing, mainly in the digital and martech ecosystems.

He was Internet Director for Air France in Canada and then co-founded Symplify, a professional services agency specialized in data-driven marketing. He was also Relationship Marketing Director for Desjardins General Insurance Group, outside Quebec.

Since 2021, as Senior Director, Strategy and Operations, Conversational Ecosystem at the National Bank of Canada, he develops and deploys innovative omnichannel strategies. These strategies optimize the support of customers and prospects at key moments of their life cycle and support the Bank’s acquisition and engagement objectives.

Anna-Maria Morena | Strategic Marketing Practice Lead at Incloud Business Solutions

After spending 13+ years running Marketing and ECommerce teams based on Salesforce technology for large retailers in Canada, Anna decided to switch sides. And now, she works with Executives and their teams to help them increase revenue, conversion and traffic, as well as optimize their overall digital channels (to get the best results possible- with the least amount of pain).

She leads the Strategic Marketing practice at Incloud, along with her talented team and they save people’s lives every day (well, sorta).

Fawn Annan | IT World Canada & CDN Channel Chiefs Council Executive Leader

Fawn’s tenure at ITWC spans 24 years where she has held multiple roles from general manager of executive CIO programming, followed by director of marketing to group publisher, moving to chief strategist, then president. In 2014, Fawn became a major shareholder and in 2019 became the CEO/CMO of ITWC.

Ms. Annan is also the Chair of the Canadian Channel Chiefs Council, sits on the Board of Governors for McKenzie Institute, formerly the Vice-Chair on the national board of Canadian Women in Communications and Technology (WCT) as well as part of the Advisory Council for CATA (Canadian Advanced Technology Association). Recently Fawn took up a new post as the co-Chair of the IT PAC Committee member the renamed Ryerson University now called Toronto
Metropolitan University.

Ms. Annan has operated her own business and held senior positions in marketing and strategy with a variety of firms. In 2012 she received the Queen Elizabeth Diamond Jubilee Award for her contribution to the IT industry.

In 2017 she was awarded the MISA/ASIM Dennis Steen Award and the RBC/CATA Sara Kirke Award for Entrepreneurship and Innovation recognizing her contributions to the industry.

Ms. Annan was awarded an MBA in Media Leadership in 2017 from Cumbria University in Northern England.