May 28, 2014 — BMA NorCal Evening Program

What it Takes to Succeed When Automating Your Demand Generation

Head of Marketing & Partnerships,
NextPrinciples (a Leadformix client)
Patty Nghiem
Vice President of Marketing and Alliances,
Dataguise (an Act-On client)
Adam New-Waterson
Marketing Technologist,
BloomReach (a Marketo client)
Bray Coleman
Digital Marketing Senior Consultant,
FICO (an Oracle-Eloqua client)

Marketing automation technologies promise to help B2B marketers better engage customers, increase pipelines, and allow marketing and sales to collaborate more efficiently as they drive company revenue. Fifteen or more years into this journey, many marketers still struggle to extend their automation efforts – including lead nurturing, scoring, and recycling – beyond the basic outbound communication popularized by email software solutions. What does it take to make marketing automation deliver more qualified demand that demonstrates marketing’s real ability to drive business results?

May’s evening program will include a panel discussion featuring demand generation experts who have put marketing automation – from top suppliers including Oracle Eloqua, Marketo, Act-On, and Callidus Cloud/Leadformix – to work on innovative campaigns that deliver measureable outcomes. Our speakers will share lessons learned and campaign examples that demonstrate their practical approaches to making marketing automation pay off. They will also answer questions like:

  • If I had to do it all over again, what is the one thing I would absolutely do the same – or differently – to make the marketing automation go smoothly?
  • What does it take to deliver an integrated campaign that delivers real results measuring in generating qualified demand or driving pipeline volume and/or quality?
  • With the right tools, people, and processes, what kind of result can you hope to expect to achieve?


Wednesday – May 28, 2014
5:30pm – 8:00pm
2225 East Bayshore Road, Palo Alto, 94303
BMA Members: $30/pp
Non-Members: $45/pp
* Includes Appetizers & Soft Drinks

About Our Speakers:


Vijay Ramaswamy is currently Head of Marketing and Partnerships at NextPrinciples – a social marketing automation company, and recipient of numerous industry awards including the coveted ZDNet Watch list for 2013. He is passionate about the ‘social funnel’ and revenue attribution via social channels. Prior to NextPrinciples, Vijay held senior management positions at Hitachi Data Systems in where he was instrumental in propelling virtualization solutions and managing a portfolio of 1B+. He graduated with Honors from the University of Chicago Booth School of Business with an MBA, and has a Masters in Computer Science from University of Florida.

Patty Nghiem leads marketing and business development at Dataguise. A veteran of fast-paced, high-growth information technology companies, Patty joined the company after serving as head of global partner operations at Prior to that, Patty was vice president of worldwide marketing at GlobalLogic. Previously, she served as vice president of marketing, business development and services at start-up software companies where she contributed to two IPOs (including Business Objects, now SAP) and three acquisitions. Earlier in her career, Patty held technical and marketing leadership positions at Oracle. Patty holds bachelor’s degrees in computer science and managerial studies from Rice University.

Adam New-Waterson, Marketing Technologist at BloomReach. BloomReach solutions are powered by a Web Relevance Engine (WRE), a big data, machine learning technology. The WRE analyzes over 1 billion consumer interactions and 5 terabytes of data per day. Weekly, BloomReach looks at over 1.2 billion relationships between webpages and identify and act on nearly 200 million relationships. The system continuously optimizes client sites, learning from web wide data, the client product catalog, and user behavior in order to give each visitor a great experience across channels and devices.

Bray Coleman is a Digital Marketing Senior Consultant at FICO. FICO is a leading analytics software company, helping businesses in 80+ countries make better decisions that drive higher levels of growth, profitability and customer satisfaction. The company’s groundbreaking use of Big Data and mathematical algorithms to predict consumer behavior has transformed entire industries.

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