CHANGING THE
Join us as we discuss how tech brands can shift the narrative on tech to inspire a more optimistic and
human-centric view of the future.
Rapid tech advancements are completely reshaping the world. However, a lot of the narrative surrounding tech is pretty negative, and if you read some of the headlines you’ll see a lot of ‘AI is taking everyone’s jobs’ and ‘The robots are coming for us’.
We know the media loves a click-bait title, but more can and should be done to communicate technology on a human level.
Hear from a diverse array of speakers who are at the forefront of reshaping the tech narrative. They’ll share how tech brands can rise above the typical discourse of features and specs, and inspire audiences with stories of innovation that champion human potential and societal good.
September 26th, 9am - 12pm | W Hotel San Francisco
MEET THE SPEAKERS
Google
Nicole DeSantis, Senior Product Marketing Manager
Primer.ai
Savita Raina, Vice President Product Marketing
Adobe
Irene Malatesta, Principal Campaign Marketing Manager
TRACK 1:
Cutting through complexity
How do we influence the key opinion formers to ensure a more balanced and positive view of tech moving forward?
A wider purpose is now mission-critical for tech and this need to be authentic. How can this help to balance the scales?
The role of storytelling to drive consideration.
Make it human: How by connecting to the human reasons why technology can improve our lives we move beyond the rational.
How can we create more distinction when marketing tech to not get lost in the noise.
9.00am – 9.40am
Falling in love with a new generation of prospects & brekkie
We'll kick off the morning with breakfast followed by a fireside chat looking at how to engage with a new era of prospects. We promise it won't be a blind date ... we'll let you know who our guest speaker will be before the day!
Ex Automation Anywhere
Jaideep Shah, Director of Product Management
THE AGENDA
TRACK 2:
Establishing emotion connection in tech marketing
How the secret to marketing tech is to not talk about tech
How do we clearly demonstrate our social value?
Why tech is not like other brands and needs a new effectiveness model.
How do we change both the visuals and language in tech to be perceived in a different, more human way?
TRACK 3:
The changing landscape of influence in tech
DATE
Tuesday, September 26th
TIME
09:00am – 12.00pm
ALL THE DETAILS YOU NEED
LOCATION
W Hotel, 181 3rd St, San Francisco, CA 94103, United States.
Join us for an unmissable event for tech brands as we share how we can change the narrative of tech from doom and gloom to a world full of possibilities for good.
SAN FRANCISCO
163 2nd Street
Suite 400
San Francisco CA
94105
LONDON
53 Frith Street
London
W1D 4SN
SINGAPORE
Spaces City Hall
410 North Bridge Road
Singapore
188726
HEAR FROM:
FACE OF TECH
Solaris Suborbital
Daniel Doulton, CEO
Via
Olivia Blahut, Director of Product Marketing
Google
Ana Nieto, Product Marketing Manager
Bloomberg
Sarah Frier, Editor - Big Tech Coverage
Atlassian
Ashley Faus, Director of Integrated Product Marketing
9.00am – 9.30am
Breakfast
We'll get you registered and point you to where you can have some coffee and breakfast to start the day.
9.30am – 9.35am
Welcome
A welcome and an introduction to the day ahead.
Host: Karen Crookes, Across the Pond
9.35am – 9.55am
Changing the Face of Tech
Tech's visual language is one of the biggest problems technology faces. From images that suggest duplicity to those that suggest technology as coming from another realm… tech’s visual language needs serious consideration and intentionality. Hear how we can start to shift this and resonate with today's tech consumer.
Keynote: Kerensa Ayivor, Across the Pond
9.00am – 9.40am
Falling in love with a new generation of prospects & brekkie
We'll kick off the morning with breakfast followed by a fireside chat looking at how to engage with a new era of prospects. We promise it won't be a blind date ... we'll let you know who our guest speaker will be before the day!
THE AGENDA
Panel: Humanizing Technology
Joining this panel will be Senior Product Marketing Manager at Google, Senior Product Manager at Oura, Head of Content at I Make Cool Things and Campaign Marketing Manager at Adobe - covering how we can break out of the norm by leveraging imagery and language and create narratives that tell compelling, human-centered stories.
Moderator: Kevin Gordon, Across the Pond
Panelists: Nicole DeSantis, Google, Laura Furman, Oura & Mea Cole Tefka, I Make Cool Things, Irene Malatesta, Adobe
9.55am – 10.25am
10.25am – 10.55am
Panel: Educating Complexity
Moderator: Julie Cohen, Across the Pond
Panelists: Olivia Blahut, Via & Ashley Faus, Atlassian
We'll hear from Director of Integrated Product Marketing at Atlassian and Director of Product Marketing at Via as we discuss how we can communicate new and emerging innovations to multiple stakeholders. We’ll break down the journey from understanding your audiences and building those personas, to how you educate them in a compelling way to sustain that engagement long-term.
10.55am – 11.10am
Refreshment Break
A quick stretch of the legs and some more coffee and snacks to get ready for the final panel discussion.
11.10am – 11.40am
Panel: Reframing AI
Joining this panel will be senior product leaders from Primer.AI, Google, and Automation Anywhere - exploring how we can market AI-powered products in a way that achieves cut-through - in a world where there is a lot of hype and skepticism around AI. We’ll be discussing the importance of connecting the uses to how AI can augment human skills rather than replace them.
Moderator: Daniel Doulton, Solaris
Panelists: Ana Nieto, Google, Jaideep Shah, Ex Automation Anywhere, Savita Raina, Primer.AI
11.40am – 12.00pm
Close & Networking
A quick close to wrap up the day and a chance to network with peers before heading back to the office.
Host: Karen Crookes, Across the Pond
GET IN TOUCH
lucydaniels@acrossthepond.com
I Make Cool Things
Mea Cole Tefka, Head of Content
Across the Pond
Kerensa Ayivor, Strategy Director
Oura
Laura Furman, Senior Product Manager