Industry Event: 2018 Masters of B2B Marketing


Since its inception in 2003, Tableau Software has both enjoyed and been challenged by enormous growth – most tangibly evidenced by the transformation of its flagship event from a few hundred users getting together to talk shop, to a 15k+ attendee Data Analytics conference. This candid talk will peak behind the scenes at a company balancing a start-up mindset while building relationships with global enterprise customers, and how Tableau and GES have collaborated to make Tableau Conference one of the most fun and high-value tickets in the industry.


Date: 12:30pm THURSDAY, JUNE 7, 2018

Location: Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue
Chicago, IL 60611


Amy Barone Senior Director, Events and Customer Engagement Programs Tableau

Bio: Amy Barone is the Senior Director of Events and Customer Engagement Programs for Tableau. Under her leadership, her team curates, creates and manages hundreds of in-person programs for Tableau customers, prospects, and employees around the globe.  The lineup includes producing the company’s marquee event, the Tableau Conference, which has grown on average more than 60% year-over-year since the program debuted ten years ago.  Amy credits her success to understanding the underlying goals and objectives for each set of events and working with her team to solve those “probortunities” (problems + opportunities) with creativity, innovation and a dash of good ole’ rolling up the sleeves problem solving.  Her mantra is that an event is not just an event, but an experience to be had, felt, and most of all remembered. Amy joined Tableau over 11 years ago as the first person on the marketing team. Her efforts in building high-impact demand generation programs and events contributed to Tableau’s hyper-growth period, culminating in the company’s IPO in 2013. Prior to Tableau and marketing for other startups, Amy was a rock and roll show producer, a stringer for MTV, and did a stint in radio promotions.  She currently serves on the Advisory Boards for PSAV and Choose Chicago, and previously for Alaska Airlines and Starwood Hotels and Resorts Worldwide, Inc.


Dax Callner Chief Strategy Officer, GES Events

Bio: Callner has more than 20 years of experience as a chief strategist and measurement specialist and has overseen strategic agency relationships for leading global brands. Callner has developed business and consumer events, multi-channel marketing campaigns, digital strategies, and street-marketing initiatives. He has published numerous articles on innovations in marketing and regularly speaks at industry leadership events.


About the Author

Dax Callner

Dax Callner is the former Chief Strategy Officer of Events, leading a practice that specializes in physical, digital and social experience development, measurement & analytics.

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