Austin Startup Week 2021 Austin Startup Week 2021

Marketing & Branding Track

Wednesday, October 6, 2021

- CDT
Marketing and Branding Track Opening Remarks
Justin Foster (He/Him)
Justin Foster (He/Him)
Root + River, Co-Founder

Join Justin Foster of Root and River and Liz Beechinor of Coefficient Marketing along with Fross Zelnick to kick off the Marketing and Branding Track.

- CDT
Managing a 360-Customer View as a Start-Up
Jon Loyens (He/Him)
Jon Loyens (He/Him)
data.world, Chief Product Officer
Heather Hildebrand (She/Her)
Heather Hildebrand (She/Her)
Accenture Interactive, Managing Director
Djordje Jankovic (He/Him)
Djordje Jankovic (He/Him)
Planoly, VP, Product

Customer data is the key to understanding customer behavior and preferences, the latter of which is essential to building resilient and innovative business models and creating meaningful customer experiences. To create any kind of personalized experience, brands must have a customer data strategy. Large companies have the benefit of resources to acquire, manage and orchestrate vast amounts of customer data. At the same time, however, a larger size and scale can also make it difficult to act fast and stay ahead of customer demands. Smaller companies, on the other hand, have the benefit of simpler data sets and are typically more agile, making it faster and less complex to create new customer experiences.

In this panel, we will cover the following questions:

•        How do start-ups manage their customer data?
•        What can start-ups learn from large companies and what can they do uniquely that large companies cannot do?
•        How can entrepreneurs successfully strike a balance between invsting in customer data and martech and still moving quickly with the latest tech and approaches?|

- CDT
From the Ground Up: Foundational Strategies for Building a Community Around your Startup
Christina Garnett (She/Her)
Christina Garnett (She/Her)
HubSpot, Senior Marketing Manager, Offline Community and Advocacy
Christopher Cantu (He/Him)
Christopher Cantu (He/Him)
SXSW, Social Media Manager
Marjorie Anderson (She/Her)
Marjorie Anderson (She/Her)
Community by Association LLC, Founder
Tom Weingarten (He/Him)
Tom Weingarten (He/Him)
Overtime, Head of Social Media, Overtime

When the world went remote and virtual in March 2020, brands with an established online community thrived. Every company wants to "build a community" but is unsure where to start and with what tools and tactics. In this session, Christina Garnett, a Senior Community Manager at Hubspot and originator of the trending #MarketingTwitter community, will lead a panel discussion on strategies to build a genuine community of prospects and clients for your brand to tap into for years.

- CDT
How to Soft-Launch, Iterate, and Pivot in Public & Still Protect Your Brand
Leo Kittay (He/Him)
Leo Kittay (He/Him)
Fross Zelnick Lehrman & Zissu, P.C., Partner

Startups often don't worry about what they're publishing until they get a cease & desist letter or until an investor or acquirer is concerned. Often a simple adjustment could have avoided the problem altogether. In this session, we'll cover the basics of trademarks, copyrights and social media posting, geared specifically for startup brands, so that you can align your practices with your risk tolerance and develop the right legal strategy .

- CDT
Scaling Your PR & Marketing Efforts: When to Train, Contract or Hire
Kathleen Lucente (She/Her)
Kathleen Lucente (She/Her)
Red Fan Communications, Founder & President

Startups often hire a jack-of-all-trades marketer first but struggle with who to hire—or outsource—second. In this session, Red Fan Communications president and founder Kathleen Lucente will describe how startups can effectively scale their marketing and PR efforts as they grow, evolve and secure funding. Calling upon her decades-long career in corporate and agency communications roles, Kathleen will reveal when startups should grow their marketing teams, why they should consider an agency partner and how founders can train marketing rockstars internally to expand a company's promotional efforts while maintaining company culture.

- CDT
How to Wake Up your B2B Content
Liz Giorgi (She/Her)
Liz Giorgi (She/Her)
soona, ceo & co-founder

Join Liz Giorgi, CEO & Co-founder of soona, the fast casual content experience, as she shares 3 ways you can wake up your B2B content and stop putting your customers to sleep. 

Liz will be breaking down the B2B (aka, boring to boring!) box to teach you the basics on👇

✨injecting joy into the voice of your brand

✨identifying ways to go from industry speak to human speak

✨getting your leadership team on board to a new approach to marketing

- CDT
Company vs Personal Brands: How Founders Can Align and Differentiate the Two
Brianne Fleming (She/Her)
Brianne Fleming (She/Her)
University of Florida, Communications Instructor
Amanda Goetz (She/Her)
Amanda Goetz (She/Her)
House of Wise, CEO, Founder
Anthony Gantt (He/Him)
Anthony Gantt (He/Him)
At Ease Rentals Corporation, CEO & Founder
Adam Singer (He/Him)
Adam Singer (He/Him)
LEX Markets [lex-markets.com], VP Marketing

Should a company brand be the summary of its founders' personal brands? 

Many startups are leveraging their founders' personal brands as a marketing strategy - when does this make sense and when should the lines be more clear? In this panel discussion, Brianne Fleming, a Brand Strategist and university professor, will lead a conversation on when and how startups can leverage personal brands alongside the company brand.