MOPsCON is created by MOPs professionals for MOPs professionals.

This is not just a fluffy event with buzz words–we are technical practitioners and experienced business leaders who have curated speakers that will teach you the skills you can implement tomorrow.

MOPsCON

Attend the Marketing Operations Conference

Now, 2-days of content!

THE MOPS REVOLUTION CONTINUES!

We invest in people because technology can’t run itself.

Don’t miss this opportunity to discover, learn, and connect with other people passionate about Marketing Operations (MOPs) and martech!

 

MOPsCON is created by MOPs professionals for MOPs professionals.

This is not just a fluffy event with buzz words–we are technical practitioners and experienced business leaders who have curated speakers that will teach you the skills you can implement tomorrow.

Hot Topics

Industry experts offer sessions on the latest and most relevant topics in Marketing Operations.

Keynote Speaker

Etumos founder and CEO, Edward Unthank gives the State of MOPs in 2021 keynote.

2 Tracks

MOPsCON has a practitioner track and a business user track to tailor your learning experience.

WHY MOPSCON?

Quick Solutions

Leave MOPsCON feeling inspired with actionable insights to further your career. 96% of previous attendees would recommend MOPsCON to their colleagues.

Network & Learn

Connect with the best and brightest in the marketing automation, marketing analytics, and marketing technology industry. Find like-minded individuals that can help solve your business challenges.

Choose Your Own Adventure

Whether you are a practitioner or on the business side, you will find the inspiration and skills you need for your career. End each day inspired to build cool things, take your business to the next level, and see the newest martech tools your peers are using.

Subject Matter Experts

Learn from and be inspired by industry thought leaders on how to best organize, run, and manage your Marketing Operations team.

AGENDA

September 14, 10:00-16:00 ET | September 15, 11:00-17:00 ET

Pre-Session: What is MOPs? Coffee Talk

Are you new to MOPs? Still not sure if you need to create a Marketing Operations team? Join this coffee talk to understand the basics of what Marketing Operations is, why it is necessary, and how to begin.

45min

ALL

Ben Pollack

Ben is the Head of Growth Marketing at ChartHop, an HR technology and people analytics company that has raised $54M in venture funding to date. Ben oversees the architecture of ChartHop’s MarTech stack & marketing operations, in addition to leading all demand campaigns and growth channels. With experience at multiple high-growth B2B software startups, Ben […]

https://www.charthop.com/
Adrian Cardelle

Adrian is a Marketing Operations Specialist at Elastic (a distributed, free and open search and analytics engine). Her background in marketing has been managing channels and marketing campaigns, creating dashboards in Marketo, Google Analytics, and Salesforce, creating and identifying back-ups, and ensuring transitions between lead and customer lifecycle stages, and architecting nurturing and lead scoring […]

https://www.elastic.co/
Megan Docherty

Megan is a Marketing Operations Coordinator at Qumulo. It is her first year in a MOPs role following her graduation from the Carlson School of Management at the University of Minnesota. She is a multifaceted marketer, with experience in social media management, media relations, market research, and content creation. Currently, she supports digital advertising, email […]

https://qumulo.com/
Kelly Jo Horton

Kelly Jo Horton is a Senior Client Partner at Etumos. She is a 2x Marketo Champion, a Marketo Fearless 50 member, and holds MCE and MCSA certifications from Adobe/Marketo. She is the founder and moderator of the MOPsTalks monthly webinar series. Her superpower is the ability to visualize, architect, and implement digital ecosystems that connect […]

https://etumos.com/

Introduction

15

ALL

Alysha Khan

Alysha Khan is a Campaign Operations Consultant at Etumos and the Community Admin for MOPsPROs. She is passionate about helping her clients build robust campaigns and run an efficient Center of Excellence for campaign operations. When she’s not in the weeds of Marketo, Alysha is helping build a rad community over at MOPsPROs for her […]

https://etumos.com/

Keynote- State of Marketing Operations

1hr

ALL

Edward Unthank

Edward Unthank is the Founder and lead Marketing Technology Consultant for Etumos. He is a pure-bred digital marketer, specializing in solving marketing problems through technology instead of human resources. Edward has built marketing operations teams from scratch, designed and led enterprise implementations of marketing technologies, and architected cutting-edge marketing stacks from the ground up. Edward […]

https://etumos.com/

5 Secrets of Successful Stack Management

Most marketing automation platforms have the ability to integrate broadly with other solutions, creating a complex and powerful ecosystem for marketing operations professionals to build and manage. To be successful, you need to know how to properly leverage these solutions. With over 8,000 marketing and sales technology solutions to choose from, making the right choices to ensure that you continue to up your marketing game is tough.

In this session, learn how to:

  • Map out your data and business workflows to uncover the systems and hidden rules driving your funnel and decide which tools you need (or don't).
  • Manage martech integrations, deprecations, and expansion projects with your marketing automation platform.
  • Think about RFPs and handle martech salespeople to know the right details about their system and understand how they fit in with your stack.
You will walk away with a sample lead and data flow diagram and a sample vendor vetting document.  

1hr

Business User

Josh Hill

Josh Hill is a marketing tech leader who helps firms create full-funnel transparency and tell their story at scale. Josh is currently AVP, Marketing Automation & Technology at RingCentral, a leading unified communications provider. Josh has 20 years of experience in technology, sales, and B2B marketing. He has worked with dozens of firms to implement […]

https://www.ringcentral.com/
Kelly Jo Horton

Kelly Jo Horton is a Senior Client Partner at Etumos. She is a 2x Marketo Champion, a Marketo Fearless 50 member, and holds MCE and MCSA certifications from Adobe/Marketo. She is the founder and moderator of the MOPsTalks monthly webinar series. Her superpower is the ability to visualize, architect, and implement digital ecosystems that connect […]

https://etumos.com/

Email Deliverability: What Every MOPs Pro Needs to Know

Deliverability. It's one of those topics that many email marketers don't even think about most of the time. That is until they're confronted with an issue affecting inbox placement that requires their attention.

Optimizing your email sends involves proactive monitoring of a variety of data points such as:

  • Blocklist monitoring
  • Email statistics (commonly known as vanity metrics)
  • Postmaster tools
  • Seed testing aka "inbox placement testing"
  • Email rendering and anti-spam filter tests
  • Soft and hard bounces
  • Customer complaints about emails landing in spam or going missing
  • and the list goes on…
There is so much to know, and with all of the other tasks that are required to get done to keep the business afloat, email marketing tends to get the short end of the stick.

In this session, you will learn:
  • What deliverability is and why it's important.
  • The main factors affecting inbox vs spam folder placement.
  • How MOPs can proactively monitor deliverability easily while juggling all other tasks on their plate.

1hr

Practitioner

Lauren Meyer

Lauren brings 15 years of experience in the email industry to her role as EVP of Product Marketing & Brand Strategy for SocketLabs. Throughout her career, Lauren has helped small and large-scale senders get the most out of their email marketing programs, working with various ESPs and email technologies. Having focused mainly on the areas […]

https://www.socketlabs.com/

Lunch Break

1hr

ALL

You’re a Nerd Like Me: What MOPs Pros Can Learn from Developers

Thought you were "just" a marketer? Think again. You may not realize it, but the modern MOPs pro often has more in common with your engineering team than your field marketing team. Join this session to learn about development principles you should be applying to your MOPs org, such as:

  • Servant leadership
  • Failing forward/gracefully
  • Reusable componentry
  • Incremental delivery
  • Experimentation
Learn all of this and more from Sydney Mulligan, a computer science graduate turned marketer, and Vinny Sosa, a business school graduate turned DevOps leader.

1hr

Business User

Vinny Sosa

Vinny Sosa is the Head of DevMOPs at Etumos, responsible for architecting and building integrated solutions across client martech stacks. He has extensive experience building Agile teams and is a lifelong student of the servant leadership mindset. He has a technology background with over 15 years in product, demand, and field marketing as well as […]

https://etumos.com/
Sydney Mulligan

Sydney Mulligan is a Senior Manager of Marketing Operations at Hyperscience. She has gone as deep as any sane person should go into Marketo (and then some). She loves a good nerd out with fellow MOPs Pros and loves to learn more every day from the other people in the MOPs community. In her free […]

https://hyperscience.com/

Building a Scalable Multi-Faceted Scoring Model for Complex Organizations

Hear this Case Study on How Korn Ferry (with the help of Etumos) designed a scoring model that accounts for the channel, program status, and solution areas. You will learn:

  • How to leverage tokens and smart lists to create flexibility and scalability
  • Use score fields to help select appropriate nurture streams
  • Tips and tricks for success

1hr

Practitioner

Alex Long

Alex is the Manager of Marketing Operations at Korn Ferry, a global organizational consulting and recruitment firm. Alex started her career in marketing back in 2017 after previously working in account management and project management. Turns out it was a good move as she found a career path she could be excited about. Having skipped […]

https://www.kornferry.com/

Marketing’s Role in Product Lead Growth

Today, software seemingly shows up in the workplace, unannounced. End-users find what they need, tell their boss, and then it's adopted. All in the blink of an eye–or so it seems. This is Product Lead Growth–an end user-focused growth model that relies on the product itself as the driver of adoption. PLG tends to assume sales and marketing aren't required and software is simply adopted, but we argue there is a spot for marketing within the framework. Marketing and Product teams rely on one another to truly excel in Product Lead Growth. This session will focus on the role each plays in order to drive customer acquisition, conversion, and expansion.

1hr

Business User

Jake Schlan

Jake Schlan is the Director of Growth Marketing Operations at Amplitude, the leading product intelligence platform. Jake is responsible for the architecture of Amplitude’s MarTech stack and overall digital experience. With over 10 years in marketing operations, Jake is always striving to find more elegant ways to structure global MarTech stacks and enhance user’s digital […]

https://amplitude.com/
Andrea Wang

Andrea leads the Growth Product Pillar at Amplitude, where she has worked across acquisition, activation, expansion, and free monetization. Prior to Amplitude, she was a Product Manager at Lime focused on international expansion on the Rider team.

https://amplitude.com/

Becoming a Solutions Architect: How to Speak Marketing and Technology

Does your career path in marketing operations feel more like an escape room challenge than actual career development? If you feel your opportunities are limited because you are looked at as exclusively a technology expert there is hope. Take your technology expertise and expand your voice from being known for technology to representing end to end solutions. In this session, learn how marketing solution architects are strategic partners with marketers, and how your career growth opportunities can come from you. We'll discuss:

  • Moving from a technology focus to being outcome focused
  • Developing your marketer EQ so you are considered an integral part of marketing
  • Elevating your voice within the marketing organization
The key takeaways include:
  • An ability to escape from the constraints of the “technician” perceptions holding you back
  • Confidence in how you communicate the value of your contributions (delivering outcomes)
  • A roadmap for how to look for roles that map to your career development goals

Practitioner

Paul Wilson

Paul has a strong background in CRM and marketing technology consulting. He joined Slack in March 2021 as the head of marketing operations and is leading the team as it navigates the Salesforce acquisition of Slack. Prior to joining Slack, Paul worked as Director of Marketing Technology at Adobe, overseeing their project to implement Marketo […]

https://slack.com/

Ask the Experts

1hr

ALL

Keith Nyberg

4x Marketo Champion loves troubleshooting any and all database issues. Unhealthily bothered by dirty data and messy instances.

https://etumos.com
Justin Norris

Justin Norris is the Sr. Director of Solutions Architecture at Perkuto, a Marketo Certified Solutions Architect, and a 4x Marketo Champion. His career spans nearly 15 years in marketing and 10 years in revenue operations. He’s helped dozens of Fortune 1000 companies and high-growth startups transform their revenue operations through the strategic use of automation […]

https://perkuto.com
Jessica Kao

Jessica is a Marketing Operations thought leader passionate about working with companies to operationalize and scale marketing strategy and create the infrastructure for a metrics driven team. Her expertise focuses on B2B Enterprise SaaS companies. She’s passionate about mentoring, inspiring, and leading the next generation of marketers. She’s a data and analytics junkie, 6X Marketo […]

https://www.f5.com
Helen Abramova

Helen Abramova, Marketing Technology Lead, Verizon. 4x Marketo Champion, MOPsPROs Ambassador, Marketo Revvie Award Winner, and Washington DC Marketo User Group Leader. Having diverse experience and background, Helen found her passion in helping B2B organizations build and manage marketing operations and technology. Avid runner and cyclist.

https://www.verizon.com
Edward Unthank

Edward Unthank is the Founder and lead Marketing Technology Consultant for Etumos. He is a pure-bred digital marketer, specializing in solving marketing problems through technology instead of human resources. Edward has built marketing operations teams from scratch, designed and led enterprise implementations of marketing technologies, and architected cutting-edge marketing stacks from the ground up. Edward […]

https://etumos.com/

Recap and Coffee

30 min

ALL

Alysha Khan

Alysha Khan is a Campaign Operations Consultant at Etumos and the Community Admin for MOPsPROs. She is passionate about helping her clients build robust campaigns and run an efficient Center of Excellence for campaign operations. When she’s not in the weeds of Marketo, Alysha is helping build a rad community over at MOPsPROs for her […]

https://etumos.com/

A Change Is Gonna Come: CDP Edition

CDPs - Customer Data Platforms - are much more than just the newest addition to the alphabet soup of marketing operations. CDPs are the central point for data collection and customer experience orchestration for both known and unknown prospects. As part of this session, we will discuss when and why companies need a CDP and examples of uses ranging from basic data aggregation to data science modeling.

1hr

Business User

William Lum

William Lum is a seasoned Marketing Operations professional with a love for automation and data science. His years at Eloqua seeded his understanding of the challenges marketers face across industries, different companies sizes, and team capabilities. Then, his tenure at Adobe ingrained the thinking that everything marketers do must be tracked and analyzed and must […]

https://marketingoptimized.wixsite.com/guide

Raising a Center of Excellence: Blurring the Lines Between MOPs and Parenting

The lines have blurred between our work and personal lives over the last 2 years, and for those MOPs pros who are also raising kids, the lines between MOPs and parenting have never been hazier. We'll show you how to give your team an exceptional Center of Excellence and the tools they need to succeed through the lessons we've learned parenting small children.

Thrive on routine. Develop program templates to give your MOPs team the tools to quickly clone and build all of your repeatable campaigns.

Do you want to wear your red shirt or blue shirt? Give your team the framework and flexibility to be creative within program tokens.

But I don't know what I want! Give your extended team the tools they need to submit their campaign requests including submission forms, copy templates, and SLAs that fit into your framework.

Can I have another cookie? Can I have another cookie? Can I have another cookie? Learn the importance of training and documentation to support your team and give them the tools they need to succeed without repetitive requests as they use your COE.

Just when you think you have it figured out, things change. Just as your kid's routine will continuously evolve, so will your COE. What can you review, improve or archive as time goes on?

1hr

Practitioner

Chloe Pott

Chloe Pott is a native Chicagoan, transplanted to the South of France. She’s worked in B2B software for over 10 years and has a range of marketing skills from program management to digital marketing, to marketing operations, and platform integrations. Chloe is a three-time Marketo Engage Champion, multiple-time MCE, and the founder and co-leader of […]

https://www.datadoghq.com/
Natalie Kremer

Natalie Kremer is a passionate marketing leader, a three-time Marketo Engage Champion, and an Adobe Certified Expert-Marketo Engage Business Practitioner. As the Marketing Automation Manager at McGraw Hill, Natalie specializes in campaign operations, sales and marketing alignment, and process development.

https://www.mheducation.com/

Lunch Break

30 min

ALL

Navigating Your Evolution from Marketing to Tech

So you've dipped your toe into the world of MarTech and you're curious to see where it can take you. In this session, we'll dive into information that can help you hit the ground running in a new MOPS role. You'll get insights that can reduce the stress of transitioning, and quickly increase your effectiveness.

Takeaways

  • Resetting expectations and adapting to a group.
  • Identifying new KPIs and key contacts.
  • Speaking the same language as your new stakeholders and working partners.
  • Plotting a new career trajectory.

1hr

Business User

Jimmy Spencer

Jimmy is a marketing professional with 10 years of experience in marketing automation across multiple industries. His background stretches from demand gen and strategy to marketing automation and tech stack integrations. He holds an MCE and has experience leading MOPS functions in a variety of organizations ranging from small businesses to large enterprises. His favorite […]

https://www.verizon.com/

Before, During, and After: The Ultimate Marketing Automation Migration Checklist

It's more than moving images and assets. When leading a migration to a new platform, this is your chance to build everything the right way from the start. Here's the checklist I used to lead two migrations from other platforms to Marketo.

Key takeaways will be:

  • Discrete steps and checklist items to watch for during each part of the migration: planning, execution, and post-migration/optimization.
  • Tips and tricks learned during previous migrations.
  • Learn from my mistakes and so you don’t have to!
 

1hr

Practitioner

Christine Librojo

Christine Librojo is the Marketing Operations Manager at FourKites, where she digs into improving marketing/sales alignment, operationalizing new technologies, and optimizing systems to align with ever-changing processes (#startup life). She was named a MarTech Pulse Marketing Operations Warrior, Digital Megaphone’s Top Women in Digital Marketing, and one of Chicago Inno’s Top 50 on Fire in […]

https://www.fourkites.com/

Martech Stack Documentation: Boring, Yet Essential

Let’s face it, creating documentation about your martech stack and its components isn't always the most fun but it is essential. Failure to document properly will lead to confusion and inefficiency. During this session, we will break down the what, where, and how to catalog information for the greatest MOPs benefit.

1hr

Practitioner

Anita Brearton

Anita Brearton is the Founder/CEO of CabinetM, a marketing technology management platform that helps marketing teams manage the technology they use to acquire and engage customers. A long-time technology marketer, Anita has led marketing teams from company inception to IPO and acquisition. She is the author of the Attack Your Stack and Merge Your Stacks […]

https://www.cabinetm.com/
Steve Petersen

Steve Petersen is a marketing technology manager at Western Governors University in Salt Lake City, Utah. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory where he worked closely with a variety of organizations. Petersen holds a Master of Information Management from the University of Maryland and […]

https://www.wgu.edu/

Take Your Team to the Next Level: MAP Training for All

As the old proverb goes, "Give your team a marketing automation platform, and watch them send an email. Teach them HOW to use the platform, and grow your campaigns for a lifetime." Or something like that! The more in-depth training you can provide your organization, the fewer last-minute emails you'll receive frantically asking how to send out a one-time database blast or upload a purchased vendor list. Building a solid foundation for your team by giving them adequate training is not only something your business will thank you for but will also help you keep your sanity.

In this session, discover how to:

  • Effortlessly explain operational processes to stakeholders
  • Make roles and permissions be your best friend
  • Advocate for the usage of your MAP
  • Understand the ins and outs of campaign creation processes, SLAs, and training presentation downloadables (yes, virtual swag!)

1hr

Business User

Chelsea Katich

Chelsea Kiko is the Director, Marketing Operations at McGraw Hill where she manages the governance and campaign functions of the school services business. Chelsea has previous experience working at an agency and large enterprise running marketing operations strategies/complex data structures. Chelsea is a 5x Marketo Champion, 2020 Experience Maker Award Winner, Marketo Certified Solutions Architect, […]

https://www.mheducation.com/
Julz James

Julz is currently the Senior Marketing Operations Manager at SparkPost. Her passion for research, data, and understanding customer journeys led her to pursue a Ph.D. in digital marketing. Her 18-year experience ranges from marketing automation to digital marketing to training and process documentation. Named a 6x Marketo Champion with a long list of certifications, Julz […]

https://www.sparkpost.com/

How to Crawl, Walk, and Run with Intent Data

The objective of this presentation is to assist MOPs professionals in guiding their marketing teams to the successful adoption of external intent data sources such that their capabilities can be leveraged effectively and their impact measured usefully in their marketing automation and CRM systems. We will cover key learnings to date from dozens of implementations, including challenges overcome and pitfalls to avoid as teams begin (crawl), come up to speed (walk), and aspire to innovate (run) with purchase intent data.

1hr

Practitioner

Justin Combs

For the past 7 years Justin built, managed, and optimized marketing and sales tech stacks and operational processes to help drive revenue for B2B companies. Capitalizing on that experience and passion for the B2B martech space, he now works in the Product Innovation and Architecture team at TechTarget as their Senior Manager of Product Integrations. […]

https://www.techtarget.com/

How to be World-Class at Hubspot in 60 Days!

HubSpot has a ton of moving parts and has grown into four significant hubs. You need to start creating marketing, sales, and service your leads & customers love today. However, how do you know what you don't know about HubSpot and then learn it fast? No worries. George B. Thomas will show you how to become world-class with the HubSpot tool in 60 days or less so that you can educate, empower, and execute your team and what they need.

1hr

Practitioner

George Thomas

George B. Thomas is an Inbound Evangelist, Speaker, Marketer, Video Jedi & HubSpot Certified Trainer at Impulse Creative with more than 25 years of sales & marketing experience. George has a record-breaking thirty-two HubSpot certifications including Inbound, Email, Contextual Smart Content, Content Marketing, and more. George utilizes his expertise in graphic design, web development, video […]

https://impulsecreative.com/

Wrap Up

15

ALL

Alysha Khan

Alysha Khan is a Campaign Operations Consultant at Etumos and the Community Admin for MOPsPROs. She is passionate about helping her clients build robust campaigns and run an efficient Center of Excellence for campaign operations. When she’s not in the weeds of Marketo, Alysha is helping build a rad community over at MOPsPROs for her […]

https://etumos.com/

REGISTER

Pick and choose between practitioner and business user sessions to tailor your learning experience.

For Our Early Birds

After June 11, 2021

EARLY BIRD-Closed

$300

Save 25% on our full rate.

Early bird is now closed.

Attendees have access to this exclusive content for 12 months after MOPsCON.

GENERAL ADMISSION

$400

The virtual event you won’t want to miss.

Now, 2-days of Marketing Operations content!

Attendees have access to this exclusive content for 12 months after MOPsCON.

2021 SPEAKERS

Andrea Wang
plus

Andrea Wang

Amplitude

Jake Schlan
plus

Jake Schlan

Amplitude

George Thomas
plus

George Thomas

Impulse Creative

Sydney Mulligan
plus

Sydney Mulligan

Hyperscience

Vinny Sosa
plus

Vinny Sosa

Etumos

Natalie Kremer
plus

Natalie Kremer

McGraw Hill

Alex Long
plus

Alex Long

Korn Ferry

Lauren Meyer
plus

Lauren Meyer

SocketLabs

Steve Petersen
plus

Steve Petersen

Western Governors University

Anita Brearton
plus

Anita Brearton

CabinetM

Julz James
plus

Julz James

SparkPost

Chloe Pott
plus

Chloe Pott

DataDog

Edward Unthank
plus

Edward Unthank

Etumos

Kelly Jo Horton
plus

Kelly Jo Horton

Etumos

Josh Hill
plus

Josh Hill

RingCentral

Alysha Khan
plus

Alysha Khan

MOPsPROs

Chelsea Katich
plus

Chelsea Katich

McGraw Hill

Paul Wilson
plus

Paul Wilson

Slack

Christine Librojo
plus

Christine Librojo

FourKites

Jimmy Spencer
plus

Jimmy Spencer

Verizon Business Group

Justin Combs
plus

Justin Combs

TechTarget

Ben Pollack
plus

Ben Pollack

ChartHop

Adrian Cardelle
plus

Adrian Cardelle

Elastic

Megan Docherty
plus

Megan Docherty

Qumulo

Helen Abramova
plus

Helen Abramova

Verizon

Jessica Kao
plus

Jessica Kao

F5

Justin Norris
plus

Justin Norris

Perkuto

William Lum
plus

William Lum

MarketingOptimized

Keith Nyberg
plus

Keith Nyberg

Etumos

MOPSCON KUDOS

Aww shucks, we love you too!

“This event was amazing! I have already recommended to my boss that others on the ops/tech teams should attend for next year.” -2020 Attendee

“The care and thought that was invested in this event were very evident and much appreciated. I’m sure this event will prove helpful for everyone’s career development and your consulting business — happy to be a participant in building the professional practice of MOPS.” -2020 Attendee

“Loved all the engagement, it was great to chat along with people in the sessions and also in Slack.” -2020 Attendee

SPONSORS

A special thank you to our event sponsors!

Copyright 2021 MOPsPROs. All rights reserved