Latest HR Marketing Trends  |  Exclusive HR Buyer Insight  |  Go-to-market Strategy

Welcome to InfluenceHR

One day can change everything.

InfluenceHR is not your typical conference. We share actionable insight into how to target the HR buyer. Whether you are a CEO, CMO, or VP, our speakers and panelists will change your perspective on sales and marketing. Our industry is at an inflection point, and we prepare you for what’s just around the corner.

We’ll spend one day pulling back the curtain on HCM marketing. Screw buzzwords and meaningless jargon. We’re talking about the way our industry really works so you can focus on market share and competitive advantage.

For one day, you’ll have exclusive access to HR buyers, market-leading analysts and influencers, and trailblazing peers. The panelists and speakers are heading up their own companies’ strategies, so they know what they’re talking about. From enterprise-level market domination to startup innovation, we’re going to have it all. And so can you.

100% of InfluenceHR attendees surveyed would recommend the event to a colleague. Find out why.

Over 200 HR technology executives in marketing, sales, strategy, and business development attended last year.

Our agenda is full of content that HCM-industry executives want: in-depth buyer research, marketing strategies and segments, and insights about brand awareness, demand generation, and marketing technology.

In one day, you can transform your marketing strategy with challenging perspectives, provocative ideas, and disruptive thinking.


One day that makes a difference.

InfluenceHR brings you speakers and panelists who are dealmakers, rising stars, and profit drivers. These sessions offer you exposure to strategies that have worked and closed deals.

  • Learn how new models of B2B marketing get your message to your audience faster.
  • Understand how to effectively target your marketing messages.
  • Hear about the growing secondary market of partnerships and alliances.
  • Learn how market consolidation affects your company’s brand.

Time Session Title Speaker(s)
7:30 AM – 8:30 AM Registration, Networking, and Breakfast

Join us for an hour of networking, pick up your badge, and grab yourself some refreshments and snacks to get fueled up for a full day.

8:30 AM – 8:45 AM Opening Remarks

InfluenceHR founder and conference chair George LaRocque opens up the 2014 spring conference and prepares attendees for what we have in store.

George LaRocque
8:45 AM – 9:45 AM Keynote: The Challenger Sale: Motivate Buyers and Win Group Purchases

The Challenger Sale: In a world of hesitant, risk-averse, empowered customers, what sales approach consistently wins?

Brent Adamson
9:50 AM – 10:50 AM Keynote: Beyond the Campaign: How Innovative Marketers Harness Data to Drive Customer Engagement

If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And campaigns have never been the most effective strategy to nurture technology buyers through long, complex, multistakeholder buying journeys. To drive more results from your lead-to-revenue investments, you must advance beyond campaigns and adopt a contextual multichannel engagement model.

In this presentation, Lori Wizdo will showcase examples of innovative marketers who are evolving to a contextual marketing model to create highly engaging environments for customer interaction. What it means: higher levels of engagement, shorter end-to-end conversion cycles, increased revenue, and better customer experiences.

Lori Wizdo
10:50 AM – 11:00 AM InfluenceHR Marketing Awards: Meet the Finalists

Get a look at the finalists in the first four categories of the InfluenceHR 2014 Marketing Awards.

George LaRocque
11:00 AM – 11:20 AM Refreshment Break

Grab a snack, refill your coffee, and network with fellow attendees.

11:20 AM – Noon Sales Panel: The New HR Tech Sales Playbook

We’ve all heard it: Up to 70 percent of the purchase decision is done before you ever get the chance to talk to a prospect. Empowered by new tools and sophisticated knowledge sharing, the new buyer is confident and ready to take on the challenges of buying technology and services.

Three HCM sales executives will talk about the new sales playbook and how they’re not just reacting, but being proactive about how they approach prospects and what it does to a sales funnel.

George LaRocque, Marc Maloy, Dave Carter, and Mike Hard
11:20 AM – Noon HR Buyer Mindset

B2B marketing is really a misnomer, isn’t it? You’re still working with people, and the HR buyer is already a complicated beast. When you’re unable to understand what’s on the mind of your primary buyer, you won’t ever be able to truly connect with them. And if you’re unable to connect with that person on the other end, it’s a long shot that you’ll ever really compete for their business.

In this session, Mark Stelzner and Chris Connolly lay the groundwork for understanding the HR buyer, how they operate in the current market, and what they need so that both they — and you — can succeed.

Mark Stelzner and Chris Connolly
Noon – 1:00 PM Lunch and Networking

Get fueled up for the afternoon while you network with fellow attendees.

1:00 PM – 1:30 PM Marketing with Agile

Agile is a term often associated with software development, but it has a deep and often untapped connection to marketing. Kristin Runyan, an author and Agile enthusiast, will walk us through how Agile can touch and improve all aspects of marketing, from brand awareness to campaign strategies to audience management. Agile offers tools and concepts to enable the entire marketing life cycle.

Kristin Runyan
1:00 PM – 1:30 PM The Perfect Mashup: Successfully Blending Your Personal and Professional Brands

We live in a time and place where our travels and problems, as well as our personal likes and dislikes, are easily shared with the world. It’s easy to forget that sometimes your professional network doesn’t want to hear about every diaper change, epic Comic-Con, essential salad topping, or barking dog. Learn how a universal code of social media can help you increase your professional brand through elevated social sharing and the right amount of personal exposure.

Rayanne Thorn
1:30 PM – 2:00 PM Relaunched: How a Successful Rebrand Transformed a Company's Business and Culture

In 2004, Capital Analytics was a consulting brand that had academic language, a conservative brand image, and nonexistent brand recognition, all of which hindered the company’s progress. In 2013, CEO Gene Pease made the decision to invest in a rebrand. Capital Analytics became Vestrics, a leading provider of human capital analytics software and consulting services. A new name, a new color palette, and new brand language were rolled out in the fall of 2013.

Not only did the rebrand give Vestrics a much-needed makeover, it also relaunched the company and changed its corporate culture. With the launch of its new product, Vestrics is now viewed as a cutting-edge software company. Because of the “cool factor,” sales and marketing employees found it natural to take risks in their efforts to attract new clients.

Learn how Vestrics used a rebrand to change not only its company brand but also its internal culture for good.

Gene Pease and Mia Heckendorf
1:30 PM – 2:00 PM How Targeted Buyer Personas Focus Marketing Efforts and Lead to Game-changing Results

More information on this session coming soon!

Terry Starr and Natasha Raja
2:00 PM – 2:10 PM Transition Break

Grab a snack, refill your coffee, and get ready for the next sessions.

2:10 PM – 2:50 PM HR Buyer Panel: Straight From the Source: What HR Buyers Want

Stop dancing around trying to figure out what’s on the minds of buyers and go straight to the source. We’re bringing in the buyers themselves to talk about:

  • Case studies of great vendor relationships
  • The experience of going from prospect to closing a deal
  • What keeps them engaged
Kelly Cartwright and Brad Cook
2:10 PM – 2:50 PM Analyst Relations Panel: The 360 Degrees of Analyst Relations

What’s the role of analysts in the market, and how can vendors make sure they are managing their relationships with the right firms to get the right results?

In this session, you’ll learn:

  • The role of analysts, successful analyst events, how often analysts take briefings, and how often they prefer access to executives
  • The role of analyst relations in a modern HCM organization and how analyst relations differ from press or influencers
  • How buyers use analyst content and vendor evaluations

You’ll also hear a case study about how to build a business case for an analyst budget and hear some success stories.

Jayson Saba and Mollie Lombardi
2:50 PM – 3:20 PM Refreshment Break

Grab a snack, refill your coffee, and network with fellow attendees.

3:20 PM – 4:00 PM Leveraging Big Data for Big Marketing Results

More information on this session coming soon!

Steve Hardy
3:20 PM – 4:00 PM Marketing Panel: Taking HR Technology to the SMB Market

More and more HCM companies are reaching out to the SMB market, some of them taking more sophisticated approaches than others. New technologies have opened doors for companies to offer enterprise-grade technology and services at a price point and with usability that appeal to the small and midsize markets.

It’s not all about price, though. Our panel will discuss ways they’ve reached out to the SMB market, as well as the opportunities and challenges they’ve faced as they take on this segment. If you’re targeting (or thinking about targeting) this market, you won’t want to miss it.

Blair Jeffris, Debbie Muller, Matt Straz, and Richard Teed
4:00 PM – 4:40 PM Unlocking the Latest Research on the HR Buyer

Maybe you think of HR as cat ladies in benefits or crusty VPs who are past their prime. It’s easy to draw those sorts of conclusions when there is minimal information to the contrary. Research on the HR buyer is hard to come by.

Although some organizations try to extract specific answers to questions they have, not too many do broad-scale research that would be useful to the market as a whole as they learn to market and sell to this diverse group of people.

The Starr Conspiracy Intelligence Unit and LRP Publications — the publisher behind HR Executive® magazine and the HR Technology® Conference — teamed up to broadly research the HR buyer. And what we found will surprise you.

Jonathan Goodman, Lance Haun, and David Shadovitz
4:40 PM – 4:50 PM InfluenceHR Marketing Awards: Meet the Finalists

Get a look at the finalists in the final four categories of the InfluenceHR 2014 Marketing Awards.

George LaRocque
4:50 PM – 5:00 PM Closing Remarks

InfluenceHR founder and conference chair George LaRocque closes the 2014 fall conference and makes some big announcements for InfluenceHR in 2015.

George LaRocque
6:00 PM – 7:30 PM InfluenceHR 2014 Marketing Awards Celebration

Join us down the Strip at Mandalay Bay with our host HR Executive® magazine as we announce the winners of all categories, hand out the awards, and find out who won Best in Show!

See the June 2014 agenda

See the Spring 2013 agenda

See the Fall 2013 agenda


No fakers, just people telling you how they get it done.

For one day, we’re bringing you the business leaders who found the edge in their marketing.

Previous speakers include Elaine Orler, James Thomas, Howard Tarnoff, Mark Organ, Bret Starr, Steve Boese, Susan Strayer LaMotte, Josh Bersin, Mike Volpe, Madeline Laurano, and many others.

Marc Maloy

SVP, Sales


Dave Carter

SVP, Sales

Cornerstone OnDemand

Mark Stelzner

Founder/Managing Principal

Inflexion Advisors

Rayanne Thorn

VP, Product Marketing and Strategy


Gene Pease



Mia Heckendorf

Director of Marketing


Bill Boorman



Kelly Cartwright

Talent Acquisition Leader

Brad Cook

Global VP, Talent Acquisition


Jayson Saba

VP, Strategy and Industry Relations


Steven Hardy

VP, Strategy and Marketing


Matt Straz

CEO and Founder


Jonathan Goodman

Managing Director

The Starr Conspiracy Intelligence Unit

Lance Haun

Principal Analyst

The Starr Conspiracy Intelligence Unit

George LaRocque

Director, Go-to-market Services

The Starr Conspiracy Intelligence Unit

Blair Jeffris



Richard Teed


LBi Software

The Influencehr Marketing Awards

Marketing makes a difference in HCM, and it's time to celebrate the companies that lead the pack. The InfluenceHR Marketing Awards recognize the best HCM marketing has to offer in eight distinct categories. Be part of our inaugural awards this fall in Las Vegas.

Find Out More


Our sponsors are experts themselves.

Each one of these sponsors has a secret to share, and for one day, they’re giving up the goods.

Sponsorship Kit


So you know where to find us.

Here’s what you need to know for this fall.

Reservation Details

Please contact us at 360-688-1163 or for assistance in making hotel reservations.

Discounted hotel rooms will be available at Planet Hollywood Resort & Casino for all InfluenceHR attendees. Please contact us at 360-688-1163 or for room rate details and reservation assistance. Reservations can also be made online by using the reference group code InfluenceHR.


If you have questions about making a reservation for InfluenceHR or need to know how to find Planet Hollywood Resort & Casino, please contact RedDog Events at 360-688-1163.


There’s a new era of enterprise technology that can finally unleash the full promise of human potential. If you’re on board, we’re ready to get you there.

The Starr Conspiracy Intelligence Unit (TSCIU) delivers growth-oriented strategy, research, and advisory services, providing the guidance and key insights you need to grow market share and increase profitability. Let’s face it: The protectors of the status quo in marketing fall back on outdated formulas that won’t deliver growth and aren’t sustainable. We’ve seen it before and that approach to marketing is dead.

TSCIU takes your business as personally as you do and we will challenge you to shift your perspective. Most important, we deliver marketing clarity so you can make decisions with confidence.