MITX - Massachusetts Innovation & Technology Exchange


Event Detail

What Can Marketing Automation Do for You? 07/28/2011
Event Type: MITX Event
Dates: 07/28/2011
Times: 08:00am - 10:00am


UTKI, 1 Broadway, 7th Floor, Cambridge, MA



  • Christopher O'Donnell - Product Evangelist, Hubspot
  • Bill Stone - President Founder, RenaissanceOPTI
  • Jim Williams - Director of Product Marketing, Eloqua

Session Overview:

You’ve probably heard about marketing automation tools designed to simplify processes by automating repetitive tasks. But what does that really mean? Should you ignore it and save your energy for Angry Birds, or is this something that could change your marketing department for the better?   As with anything at the intersection of marketing and technology, marketing automation strategies and tactics are changing and evolving as these tools are adopted and expanded, so we’ve put together a panel of marketers and practitioners to investigate pressing questions like:

  • With customers looking for more personalized marketing, when is automation appropriate and when it is it not?   
  • How do you keep the humanism in the process, while still simplifying your processes and tying marketing into the sales loop in a way that delivers results?  
  • Is it really possible to tie revenue and marketing performance to sales results?
  • Marketing automation relies on good, clean data.  What best practices exist to capture and maintain this data?
  • At the end of the day, automated processes come down to strong plans and good people.  How do you create these plans and hire the right people?

This event is part of the MITX Intelligence and Insight series, in which we explore how technology and analytics are changing what you can learn about your customers.

Follow this event on Twitter using hashtag #MITX.

8:00am – 8:30am Breakfast & Registration
8:30am – 10:00am Panel Discussion

Speaker Bios

Christopher O'Donnell is a technology products strategist, designer, and evangelist at HubSpot.  Prior to this role, Christopher managed a team of designers and product managers serving the largest customers in the world: our nation's various military and intelligence organizations. Simultaneously, Christopher started and drove a content-driven social media marketing effort that today boasts over a million readers. Prior to working in online marketing and product development, Christopher operated a music production business, where he put his B.A. in Music from Brown University to good use.

Bill Stone launched the company, and the concept, now known as RenaissanceOPTI - an innovative extension of the original Renaissance brand established in 1989. The company's focus then and now, is to deliver innovative, actionable, cost-effective marketing solutions to drive rapid sales growth. Bill's sharpening of his team's focus by way of Renaissance OPTI is in response to a dramatic shift in the way progressive B2B organizations can now utilize marketing automation to drive greater marketing and sales effectiveness. Bill has assembled a living arsenal of expert resources to supply his clients with the skills, processes and knowledge necessary to finally deliver on the Revenue Promise of Marketing Automation. Prior to creating Renaissance, Bill was a Sr. Account Executive at Mullen Advertising. He also had an early equity interest at Database Marketing Corporation, one of the first and fastest growing B2B database marketing agencies in the country. His depth of experience in demand generation, direct response advertising, and database marketing brings a unique holistic perspective to understanding the customer buying-cycle. This experience, along with his proven ability to define and then integrate strategy, creativity, process and data management into cohesive, measurable and repeatably successful initiatives keeps his clients' revenue, and Renaissance OPTI, growing. Bill has a BA from St. Lawrence University.


An Eloqua veteran and pioneer of the company’s Cambridge, MA presence, Jim Williams directs Eloqua’s product marketing team. In this role he works with internal stakeholders , customers and partners to develop the company’s go-to-market product messaging and positioning.  Jim has held a variety of marketing roles at Eloqua, from corporate communications to marketing operations, and applies lessons learned from each to the challenge of developing richer, more successful customer experiences.  Prior to joining Eloqua, he was a customer in his role as Sr. Director of Marketing for Unveil Solutions, a provider of intelligent automation solutions for call centers (acquired by Microsoft in 2007). Other roles include Director of Product Marketing for Lernout & Hauspie, a leader in speech and language technologies, and public and analyst relations at several prominent agencies. Before taking on the complex dynamics of revenue creation, Jim studied at the University of Massachusetts in Amherst. He’s the father of two fantastic children and resides in Cambridge, MA.


Registration is now open. Click here to read our Registration Policy.

Students: Please visit if you’d like to apply for a scholarship to this event.

MITX Facebook MITX Twitter MITX RSS Feed
MITX Blog MITX You Tube MITX LinkedIn
MITX Awards

Regular Page URL -- XML Page URL