- Live Event
1:00 PM - 2:00 PM PST
Ethical Marketing: Navigating The Dark Arts And Temptations Of Paid Marketing And Bot-Driven Metrics In an Age of AI
Trust is the ultimate currency. Buyers of technology expect their vendors to operate with the highest ethics in how they portray themselves. Technology vendors must compete for the time and attention of technology buyers. With millions of dollars at stake in each deal, a lot is on the line for the technology vendors.
A fine line exists when marketing strategy firms pose as industry analysts and use paid media and bot metrics to juice up their views and likes to prove their performance marketing chops. But what happens when marketing dollars are wasted reaching empty eyeballs and fake users with no budget?
Join a panel of industry experts for a complimentary workshop on how to operate with trust and integrity in today’s marketing landscape. In this workshop, you will learn:
- The impact of paid media vs organic audiences
- What are sustainable approaches to building influence and audience
- Where you can go to support independent analysts and media who participate with integrity
- What are the leading practices to building audience with both paid media and organic approaches
- What are the key marketing metrics in an Age of Ai
Show Link: https://www.youtube.com/user/ConstellationR
MODERATOR: R “Ray” Wang, Chairman & Founder at Constellation Research
PANEL OF INDUSTRY EXPERTS
- John Furrier, Cofounder & CEO of SiliconAngle Media | The Cube
- Crystal Golightly, VP of CX and Ops, AR Insights
- Molly Lauck, Director of Communications, CMTA
- Ludovic Leforestier / Founder, Starsight Communications & IIAR> Board Member
- Larry Dignan, Editor in Chief, Constellation Research Insights
- Liz Miller, VP & Principal Analyst, Constellation Research
Featured Guests:
John Furrier
Cofounder & CEO
SiliconAngle Media | The Cube
John Furrier is founder, co-CEO, and Editor-in-Chief of SiliconANGLE Media, a new media company covering the intersection of computer science and social science. Furrier's vision is of a future that uses technology and data to create quality content and user experiences while creating and growing quality communities. Simply put: To extract the signal from the noise! Our motto: we cover everything "where Computer Science meets Social Science". Furrier lives in Palo Alto, California with his wife and four children.
Twitter: @furrier
Crystal Golightly
VP of CX and Ops
AR Insights
Crystal is responsible for full lifecycle client development. She has worked closely with over200 AR teams during her 12+ years at ARInsights. Before joining ARInsights, Crystal was sales operations manager at an electronic block and algorithmic trading platform that is now part of FactSet. With a diverse background in operations and a deep understanding of CRM solutions, Crystal takes a unique approach to identifying business challenges and crafting easy-to-implement solutions for large and small client organizations. Crystal earned a Bachelor of Arts from the University of San Francisco and also attended the City College of New York, working toward a Master of Arts in international relations. She lives in California with her family and enjoys spending time with her young son and lovely corgis, Ratchet and Clover.
Twitter: @crysgolightly
Molly Lauck
Director of Communications
CMTA
Molly Lauck is an accomplished marketing strategist with a wealth of experience in social media, digital marketing, corporate communications, and project management. With a proven track record in managing an enterprise social media program, Molly possesses a deep understanding of the nuances of social media platforms, and a keen sense of how to use them to drive impactful engagement with target audiences. She has also led large-scale projects involving cross-functional teams and has demonstrated a commitment to quality and attention to detail in everything she does. Her expertise in managing multiple social media channels, creating engaging content, and analyzing data to measure effectiveness has allowed her to consistently deliver exceptional results.
Twitter: @mollylauck
Ludovic Leforestier
Founder, Starsight Communications & IIAR> Board Member
Ludovic Leforestier is a recognised thought leader in influencer and analyst relations. He has over 20 years of hands-on analyst relations experience with the very best AR teams such as Oracle and IBM and has built two world-class analyst & influencer relations departments at management firm BearingPoint and AdTech leader Criteo. At BearingPoint, he also led the launch and development of the BearingPoint Institute, then rated in the top three for consulting thought leadership quality by SourceForConsulting.
He is the founder of Starsight Communications (www.starsight.biz, @starsightbiz), a new kind of specialist analyst & B2B influencer relations agency, bold, hands-on and insightful, supporting vendors with strategy, insights and execution.
He also co-founded the Institute of Industry Analyst Relations (IIAR>) and is currently serving as one of its Board Members. Since inception, the Institute has become a recognised force in the industry with over 200 members. Ludovic has co-authored many IIAR> best practices papers, blogs regularly on AR issues on the IIAR website and helped develop the “IIAR> AR Professional and Team of the Year” and “IIAR> Analyst of the Year” awards.
Twitter: @lludovic
Liz Miller
VP & Principal Analyst
Constellation Research
Liz Miller is Vice President and Principal Analyst at Constellation focused on the org-wide team sport known as customer experience. While covering all core pilars of CX (Sales, Service and Marketing), Miller spends time zeroing in on the business demands on today’s Chief Marketing Officer, the evolution of customer engagement and the rising requirement for a new security posture that accounts for the threat to brand trust. A 29-year marketing veteran, Miller offers strategic guidance on the leadership, business transformation and technology requirements to deliver on today’s CX strategies. She has worked with global marketing organizations on transforming everything from business models to messaging in order to stay competitive in the shifting digital landscape.
Prior to joining Constellation, Liz oversaw research, programs and content for the Chief Marketing Officer Council, developing thought leadership agendas for CMOs around the globe. Liz also counseled numerous organizations on core messaging and competitive advantage, working with marketing, advertising and security solutions. Liz is a skilled moderator, facilitator and speaker, engaging C-suite executives in hundreds of industry webcasts and roundtables, keynote presentations and panels around the globe.
Twitter: @lizkmiller
Larry Dignan
Editor in Chief
Constellation Research
Dignan was most recently Celonis Media’s Editor-in-Chief where he sat at the intersection of media and marketing. He is the former Editor in Chief of ZDNet and has covered the technology industry and transformation trends for more than two decades, publishing articles in CNET, Knowledge @ Wharton, WallStreetWeek.com, Interactive Week, The New York Times, and Financial Planning magazine.
He is also an Adjunct Professor at Temple University and on the Advisory Board for The Fox Business School's Institute of Business and Information Technology.
Twitter: @ldignan
MODERATOR:
R “Ray” Wang
Chairman & Founder
Constellation Research
R “Ray” Wang is the CEO of Silicon Valley based Constellation Research Inc,, He co-hosts DisrupTV, a weekly enterprise tech and leadership webcast that averages 50,000 views per episode and blogs at www.raywang.org. His ground-breaking best selling book on digital transformation, Disrupting Digital Business, was published by Harvard Business Review Press in 2015. Ray's new book about Digital Giants and the future of business titled, Everybody Wants to Rule The World was released July 2021. Wang is well quoted and frequently interviewed in media outlets such as the Wall Street Journal, Fox Business, CNBC, Yahoo Finance, Cheddar, and Bloomberg.
Twitter: @rwang0
