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Innovation Marketing: The Importance of Humanizing Technology Brands and the Future of Work
March 28, 2018 @ 12:00 pm - 3:00 pm
In partnership with ISPIM Innovation’s** 3-day Forum: March 25-28, 2018, AMA Boston is excited to lead a panel discussion and invite AMA members to a unique social event on Wednesday, March 28th.
** The International Society for Professional Innovation Management is an association of members from research, industry, consulting and the public sector, all sharing a passion for innovation management.
Special Programs for May 28, 2018:
- 12:05 pm – 1:00 pm Lunch (price included with attendance at panel discussion)
- 1:00 – 3:00 pm Panel Discussion (details below)
- Tuesday, March 27th, 7:00 pm Social Gathering at Fenway Park: Tour of the home of the Boston Red Sox!
Emotion plays a big role in how we innovate to how we make a purchasing decision. Often, entrepreneurs and innovators share their personal stories on how they got an idea to solve a problem or save the life of a loved one. Emotion also plays a role when we are making a personal purchase from wearable technology to software we use at work. After all we are all human.
As marketers, it’s our responsibility to develop positioning and messaging that resonates with your customers — B2B and B2C — and deliver narratives that engage them at an emotional level — all to help boost your business in today’s highly competitive market.
During this session, panelists will cover industry best practices, including:
- How to bring innovations to life and create interest in the market
- How to create narratives that demonstrate product benefits and wow customers
- How innovation will impact the future of work and marketing
- Ways to select trigger words to build campaigns
- And more …
See below for bio’s!
- Parna Sarkar-Basu, CEO and Founder, Brand and Buzz Marketing;
- Carol Meyers, CMO, Rapid7;
- Kim Wallace, Partner and Chief Strategist, Wallace Washburn Research and Marketing;
Moderated by Bonnie Akerson, President of AMA Boston
Leveraging her two passions – technology and brand building – Parna humanizes corporate brands, simplifies the complex, and creates industry buzz to elevate companies to new heights. She has been instrumental in revitalizing product-lines and propelling tech companies into category leaders in highly competitive markets, and including artificial intelligence, enterprise software, storage systems, robots, agtech and mobile.
Recipient of multiple awards, Parna serves as a strategic advisor to marketing teams and entrepreneurs, and works with their team on a variety of initiatives, including corporate positioning and messaging, campaign development, product messaging and launch, brand development, fundraising and reputation management.
Parna has led marketing and communications functions for various global companies, including Kaminario, iRobot, iCorps Technologies, Invention Machine (acquired by IHS), Verivo Software (acquired by Appery) and PTC.
A champion of STEM initiatives and innovation, Parna builds and supports programs to inspire future innovators and entrepreneurs. She is the WITI (Women in Technology International) Boston Network Executive Advisor and South Shore Innovation board member. She is also the V.P. of Brand Marketing for American Marketing Association Boston.
Carol Meyers is chief marketing officer of Rapid7 (NASDAQ: RPD), a leader in analytics and automation for IT, Cyber Security and DevOps. At Rapid7, she leads global positioning, branding, communications and demand and has helped the company achieved tremendous growth. Previously, Meyers served as chief marketing officer at LogMeIn and Unica Corporation. She was the V.P. of Sales for Shiva Corporation and is a graduate of the GE Financial Management Program. Meyers has participated in four successful IPOs, including Rapid7.
In addition to her role as a marketing executive, Meyers serves on the board of directors for Emarsys, a global leader in analytically-driven marketing automation, and MineralTree, a pioneer in accounts payable workflow and automation, and is an advisor to several other companies including DUO Security and Wordstream.
Kim is a founding partner of Wallace & Washburn Marketing. He’s the co-author of the critically acclaimed book, Why People Don’t Buy Things, which received an Amazon 5-star rating as, “the most pragmatic marketing book in years.” The book was also endorsed by Ted Levitt, Dean Emeritus at the Harvard Business School.
Wallace & Washburn Marketing is a strategic-thinking digital marketing research firm that compete with the big guys, yet small enough to provide “hands on” customer service. W&W clients never get bucked down to freshly scrubbed MBA rookies because we limit our client load so Kim and his A Team can be involved in each project. The firm created The EmotiveScan Marketing Research Advantage, and consumer and B2B clients and agencies alike love its verbatim algorithm which uncovers “trigger” words to turbo charge advertising, marketing and sales.
Bonnie Akerson (moderator)
Bonnie Akerson is a Business Development and Marketing Strategist who partners with leaders of organizations for mutual growth. She is superbly adept at developing creative concepts to promote tactical relationships through business development, marketing, and public relations. As an exceptional communicator and mentor, she possesses business acumen complemented by academic experience to lead programs, and marketing efforts for business growth. Bonnie’s love of higher education led her to over a decade of teaching and creating content for college courses, webinars, and CEUs. She has received accolades and awards for her commitment to excellence. Recently, she has spent the last several years in the healthcare industry promoting private services, healthy living events and CEU training to medical professionals.
As an avid wellness and fitness promoter, she enjoys sharing insights on the benefits of nutrition, and activities to promote wellness. Bonnie also has been inspired by her international and domestic travels where she explored the wellness activities of other nations. These experiences have added depth to her leadership in business development, marketing, brand development, and event planning. Her leadership roles include President of the American Marketing Association, Boston Chapter; Local Marketing Fundraising Director, Alzheimer Association, Massachusetts; and the Local Marketing Fundraising Director, National Breast Cancer Foundation. Her knowledge and experience in growth strategies have led to her leadership success.