b2b multichannel europe 2014 - what to expect

Thought Leadership Strategies

Discover what it really takes to get ahead in the market

Content Creation and Marketing

Tailor content to specific channels and enhance your brand image

Effective Metrics for Generating ROI

Use smart data to better understand your customer profile

Multichannel Client Engagement &

E-Commerce For superior customer experience

Leveraging Social Media

For demand generation and to build a brand

Europe’s Premier Conference for B2B Marketing and E-Commerce Excellence

Tuesday 16 - Thursday 18 September 2014Grand Connaught Rooms, London

Sponsor:

Simon Hall, EMEA Marketing Director, Dell, UK

Heidi Taylor, Head, Marketing, Government & Public Sector, PWC, UK

Alessandra Pavolini, CMO, Global Growth & Operations, GE, UK

Simon Farr, CTO, Head of Innovation & Thought Leadership, BT, UK

Christine Bailey, Director, Marketing Strategy, Cisco, UK

Richard Robinson, Director, Google, UK

Catherine Walker, Marketing Director, Vodafone, UK

Benchmark Against Leading B2B Marketing Experts

Blake Cahill, Global Head, Digital & Social Marketing, Philips, Netherlands

Book before

11th July

and save £300

Register Now! www.b2bmultichanneleu.com [email protected] +44 (0) 207 368 9465

GLoBAL EntErPrisEs





Heidi Taylor, Head, Marketing, Government & Public Sector, PWC, UK

Isabelle Delorme, Group Head, Market Management, Euler Hermes (a company of Allianz), France

Gonzalo Garcia Villanueva, Head, Financial Products Marketing, Bloomberg, UK

Christine Bailey, Director, Marketing Strategy, Operations, Program Office & Partner Marketing, EMEA & Russia , Cisco, UK

Simon Hall, EMEA Marketing Director, Head of Country Marketing UK, Dell, UK


Lucia Camarena, Head, Business Marketing, Large Enterprise, Telefonica, Germany

Pam Didner, Head, Global Integrated Marketing, Intel, USA

Azfarul Islam, Enterprise Collaboration and Social Business Strategist, Deutsche Bank, UK

Clare Izhaky, Global Head, Social Business, Microsoft, UK

Sally Harrison, Global Head of Social Media, Unify, UK

Bob Egner, VP Product Management, EPiServer, USA

Mark Thornton, Ecommerce Director, Maginus, UK

Josy Roberts-Pay, Marketing Director, Assurance, EMEIA, Ernst & Young, UK

Markus Dobbelfeld, Chief Marketing Officer, Datwyler Technical Components, Switzerland

Jade Tambini, European Marketing Manager, Recycling Division, DS Smith, UK

Tobias Lassen Falkencrone, Head, Marketing & Branding, Group Communications, Maersk, Denmark

Maria Burpee, Former Head, EMEA Healthcare Marketing, Dell Europe, Spain

Lutz Klaus, Senior Director, Enterprise, Commercial and Partner Marketing – EMEA, Juniper Networks, Germany

Jacqueline Howe, Head, EMEA Marketing and Communications, Liquidnet, UK

Vishal Chhatralia, Head, Digital Product Management, RS Components, UK

Ann Thueland, Director, EMEA Marketing, Actifio, Germany

Arthur Simonetti, Director, Marketing, DSM, Netherlands

Andrew Nicholson, Head, Online, Sodexo Prestige, UK

Bruno Hourdel, Vice President, Worldwide Field Marketing, Misys, UK

Jason Hughes, Head, Branded Content & Product Placement, BSkyB, UK

Jos van Berkel, Head of the Integration Centre of Excellence, Project Area Manager, Ericsson, Sweden

Kevin Yapp, CMO, Premier Farnell, UK

Katie Gordon-Smith, Head, Marketing & Business Development, Land Registry, UK

Robin Raven,

Vice President, Product, Digital Solutions,

The Economist, UK

sMALL-MEdiuM sizEd EntErPrisEs

Valentina Ikstadt,

Head, International Marketing,

Xella Baustoffe, Germany

James Bain, Director, Mobility and

eTransactional Services UK&I,

Worldline by Atos, UK

Howard Blumenthal,

Director, eBusiness Platform Solutions,

Advance Auto Parts, USA

Walter Scott,

VP, eCommerce and eServices,

Advance Auto Parts, USA

Stephen Christian,

VP, Marketing,

Verimatrix, USA

Chris Boorman,

Chief Marketing & Customer Success

Officer, Huddle, USA

Matthew Stammers,

Director, Marketing, Europe,

Taulia, UK

Jasper Martens,

Head, Marketing and Communications,

Simply Business, UK

Nick Eades,

Group Marketing Director,

Autologic Diagnostics, UK

industry EXPErt

Vincent Rousselet,

Senior Associate,

ITSMA Europe, UK

Learn from 44 B2B marketing experts:

speakers


an agenda designed for the industry By the industry

meet the advisory Board memBers

advisory Board




Vincent Rousselet, Senior Associate, ITSMA Europe, UK




Dear Colleagues,

The UK is seen by most as the leading European market driving forward winning B2B marketing strategies and is benchmarked by many emerging and established economies. Make sure you are at the centre of what’s happening and do not miss the industry event of the year.

As B2B begins to emulate B2C practices, successfully integrating new technologies, leveraging multichannel strategies, prov iding more that just products will be the key to business growth and success in the not so distant future.

Why Attend B2B Multichannel?

1. Mix of global enterprises and SMBs represented to ensure case studies that you can directly relate to and those that you can aspire to

2. 150+ senior-level attendees to discuss cutting-edge B2B marketing strategies to help benchmark and find solutions

3. 30+ hours of case studies and discussions giving you all you need to develop your strategic marketing offering

4. 10+ hours structured and unstructured networking spread across interactive sessions, breakfast clubs, interactive cafe roundtables, private meetings and cocktail receptions

5. 9 interactive all star panels addressing the most pressing industry topics from CRM and marketing automation integration to effective ‘Thought leadership’ strategies

6. 7+ industry sectors represented including telecom, IT software, financial services, commercial services, manufacturing, healthcare and automotive to provide a breadth of information and experience

7. 4 masterclasses giving you in-depth training on specific aspects of organisational alignment and third party management

8. 3 key markets represented from the UK, Germany, France, plus innovator markets such as Sweden and the US

9. 3 streams devoted to all aspects of B2B business intelligence: from B2B Marketing, to B2B ECommerce to organisation management and strategy

10. 1 focus day devoted purely to social media leveraging for an improved digital marketing strategy

London is also one of the world’s truly great cities, so make sure you put aside some time outside of the conference schedule to explore or reacquaint yourself with this magical place!

Yours sincerely,

B2B Multichannel 2014 Advisory Board

❱❱ Discover winning strategies for lead generation and nurturing tactics to effectively convert leads and build your business

❱❱ Develop truly relevant content to best engage customers and build your brand through both regional and global messaging

❱❱ Evaluate and leverage cutting-edge marketing technologies to better automate and analyse the success of your campaigns and tailor to your customers

❱❱ Reorganise internal structures and systems across departments to better engage and streamline marketing, sales and IT activities

❱❱ Leverage the benefits of multichannel marketing to grow a business and engage with a greater customer pool

❱❱ Optimise eCommerce platforms and ensure that the client buying experience is user friendly and in line with the company branding

❱❱ Invite-only, workshop stream for C-level industry professionals: Discuss some of the most pressing issues challenging your organisation

❱❱ Interactive speed networking: Meet the most number of people in the shortest amount of time and walk away with valuable business contacts

❱❱ Round table cafes: Profiled delegates ensure you meet with like minded post trade peers to solve the same challenges together

❱❱ Create a personal connection in a social context over multiple breakfast, coffee and lunch breaks as well as informal drinks

❱❱ 10 hours of structured networking breaks ensuring you meet all the key players who are impacting and changing the way you do business

CuttinG-EdGE ContEntTO ADDRESS YOUR TOP CHALLENGES

un-MAtCHEd nEtWorKinG TO ENSURE YOU MEET THE RIGHT PEOPLE

Why attending B2B multichannel 2014 delivers a valuable roi

key Benefits


innovation from true industry pioneers

highlights

tHE do’s And don’ts of dAtA CAPturE And dAtA usE

Simon Hall, EMEA Marketing Director, Head of Country Marketing UK, Dell, UKBenefit from Simon’s experience and insight on key market communication and channel plan strategies demonstrated through establishing key brand campaigns, sponsorship deals and c-suite loyalty programs for Dell. He offers extensive insight into B2B marketing and management strategies and best

practice for establishing essential consumer insight, analysis and lead generation to drive up business revenues. Do not miss his presentation on good data capture and data use on Wednesday 17th September at 14.40.


BuiLdinG A B2B CoMMErCE strAtEGy WitH MoBiLE

Simon Farr, CTO, Head, Innovation & Thought Leadership, BT, UKDiscover more on BT’s innovation of mobile capabilities and collaborations in cloud, all being driven my their current High performance secure infrastructure. As an integral player in Global Innovation within BT’s Portfolio and Service Design team, Simon drives technology innovation with the top global service customers. Developing thought leadership strategies and establishing long term roadmap based approaches with

key accounts has been essential to help strengthen BT’s relationships at the CIO level. Simon’s experience in thought leadership and successful market positioning, gives him the experience to share insight into key technological developments driving this market. Discover more about BT’s mobile strategies on Thursday 18th September at 11.20.

CoMMErCiAL ACtiVitAtion in EMErGinG EConoMiEs

Alessandra Pavolini, CMO, Global Growth & Operations, GE, UKWith over 19 years of experience at GE, Alessandra describes how to drive market growth by 300% and save millions per year. Discover how the first Chief Marketing Officer of Ecomagination and the first CMO of Global Growth & Operations team at GE has engaged regional teams through a decentralised model to

improve market growth and thus revenues. Witness first hand GE UK’s keynote address on current and future marketing and business development efforts on Thursday 18th September at 09.40.

tHE strAtEGiC ContinuuM of sALEs, MArKEtinG And it


Lucia has been at the centre of Telefonica Germany’s lead nurturing and, content management for lead generation programmes, and the go-to-market launch of their Cloud products. Find out how to increase lead gen by 180% through dedicated lead gen/ lead nurture programmes, and increase your business value by €10m over two years by extension

of value proposition. Lucia offers insight on what worked for different business segments and how to best tailor solutions for your client through the correct communication channels. Do not miss her first contribution on Wednesday 17th September at 11.40.

tHE B2B CoMMErCE trAJECtory: WHErE is diGitAL tAKinG us?

Richard Robinson, Director, Google, UKLeverage direct practical insight from the multinational corporation Google on how to bring your organisation into the digital age, through more collaborative relationship with employees, partners and customers. With over 20 years of experience in driving business transformation through digital, and with current positions at Google and as Chair of the B2B

Council at the IDM (Institute of Director Marketing), Richard has advised many companies on how to build effective go-to-market digital strategies. Discover how digital can benefit your business, as well as how best to execute this change. Be sure to join the presentation on Wednesday 17th September at 09.00.

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84% of B2B marketers use social media in

some form, yet over 50% of marketers describe

accurately measuring ROI as their biggest

source of frustration and detrimental to business

growth.

Never has is been so important to fully understand,

utilise and analyse social media and ensure that you

are correctly leveraging it for lead generation, brand

awareness and to better engage with your customers.

B2B Multichannel’s Social Media focus day brings you

a highly focused and interactive platform to engage

with senior-level professionals from a variety of industry

sectors and company sizes. The combination of case

studies, roundtable discussions and industry debates

ensure you get the balance of technical and practical

know-how. Targeted specifically for B2B marketers

ands ECommerce executives, who are either currently

integrating or looking to integrate social media into

their B2B marketing and ecommerce strategies.

Some of the topics to be discussed are:

- Leveraging social media for optimal lead

generation

- Building social ecosystems: Building the

brand and influencing your customers

- Using Twitter as an essential business

demand generator and converter

- Developing video in your social media

strategy

- When and when not to invest in social media:

What are the key evaluation factors?

- What comes after social media as a channel

for branding and content?

Make sure you gain the know-how to help strengthen

your business interactions and grow your business.

Reserve your space now



Jasper Martens, Head, Marketing and Communications, Simply Business, UK


Sally Harrison, Global Head of Social Media, Unify, UK


Kevin Yapp, Chief Marketing Officer, Premier Farnell, UK



Leveraging social Media for improved Brand Positioning and Awareness

drilling down into your Biggest Challenges

focus day

innovative formats that deliver a Captivating, interactive experience

engage

These informal subject-specific roundtables give you a unique opportunity to drill down into the details of an issue that is really important to you by probing the knowledge and expertise of industry market leaders. Each roundtable is limited to 10 people for maximum interaction and is designed for you to meet like-minded peers and source practical solutions collaboratively. An exceptional way to genuinely get to grips with your key challenges.

Fully engage with the most contentious and divisive issues currently facing your industry. Sit back and witness industry-leading figures pitting themselves against each other in a battle to deliver the knockout argument. Then, continue the debate in your own small roundtable groups until you reach a majority viewpoint. Will you reconsider your position? And will you walk away with a fresh mind-set and better prepared to take on this key conundrum?

An invaluable opportunity for you to turn theory into practice by applying your knowledge in an experienced classroom environment. Each workshop is facilitated by a leading practitioner and is open to 25 active participants who form part of a high level brainstorm where competing ideas are put forward and the best solutions agreed upon. Contribute to a new forward-looking project and create a step-by-step action plan on how to make it work.

A more rigorous, creative and interactive approach to tackling the critical challenges you all face today. An invite only session where leading industry CMOs, CTOs and CIOs come to discuss their transitioning roles and responsibilities and how organisations will be structured in the future. Collab-orate with 15 of your peers to determine a new action plan to take back to the office and test. Share your recent experiences, challenge each other on points of disagreement and ultimately find a way forward that leverages the innovation, know-how and insights from the collective brain power in the boardroom.

In this innovative and interactive format, spend 20 minutes listening to a best-practice case study before the speaker challenges you as an audience to find a solution to one of his key un-solved challenges. You’ll then engage in a small interactive roundtable discussion before each group presents its conclu-sions to the audience. Take away differ-ent approaches to the same challenge from your fellow industry peers!


08.00 Registration and Coffee

08.50 Opening Remarks from ChairpersonMaria Burpee, Former Head, EMEA Healthcare Marketing, Dell Europe, Spain

Leveraging Social Media for Brand Positioning and Awareness

09.00 KEYNOTE PRESENTATON: Finding new opportunities while leveraging social media for optimal lead generation Isabelle Delorme, Group Head, Market Management (CMO), Euler Hermes (a company of Allianz), France

09.30 CASE STUDY REVOLUTION: Social ecosystems: How to use social media to build the brand and influence prospective clients in socially educated and uneducated markets Sally Harrison, Global Head, Social Media, Unify, UKTobias Lassen Falkencrone, Head, Marketing & Branding, Group Communications, Maersk, Denmark

10.30 Morning Break

11.10 CASE STUDY REVOLUTION: Generating a unique and truly integrative social media campaign to build awareness and generate demand Clare Izhaky, Global Head, Social Business, Microsoft, UK

11.50 CASE STUDY REVOLUTION: The social media impact of Raspberry Pi on the element14 community site - driving engagement and sales through social media Kevin Yapp, Chief Marketing Officer, Premier Farnell, UK

12.30 Lunch

13.50 ALL STAR PANEL: To invest or not to invest: Making the best of what you have vs assessing and investing in new technologyAzfarul Islam, Enterprise Collaboration and Social Business Strategist, Deutsche Bank, UKTobias Lassen Falkencrone, Head, Marketing & Branding, Group Communications, Maersk, Denmark

14.30 CASE STUDY REVOLUTION: Strategies for keeping pace with the ever growing social media universe to provide real-time relevant information to your customersJasper Martens, Head, Marketing and Communications, Simply Business, UK

15.10 ROUND TABLE CAFES: What will come after social media as a channel for branding and content?

Table 1: WHITEPAPERSIsabelle Delorme, Group Head, Market Management, Euler Hermes (a company of Allianz), France

Table 2: TV CAMPAIGNSJason Hughes, Head, Branded Content & Product Placement, BSkyB, UK

Table 3: BRANDED CONTENT TOOLSJasper Martens, Head, Marketing and Communications, Simply Business, UK

17.00 Closing Summary and Chairperson Remarks

17.10 Cocktail Reception

social media day: Leveraging social media for improved Brand positioning and awareness - tuesday 16th september 2014

at-a-glance


Further networking opportunities in our informal cocktail reception Round table cafes allowing more interactive and in depth discussions

PLENARY WORKSHOP: Strategic Approaches to B2B Marketing

Best in Class Lead Generation and Nurturing Tactics

11.00 New technologies to track and nurture leads through the whole sales cycleMatthew Stammers, Director, Marketing, Europe, Taulia, UK

Planning and Process Management

11.00 SYNERGY WORKSHOP: Effectively managing third parties when developing a global marketing campaign to better understand your customer base and increase lead generation

11.20 The journey to Revenue MarketingChristine Bailey, Director, Marketing Strategy, Operations, Program Office & Partner Marketing, EMEA & Russia, Cisco, UK

11.40 OXFORD STYLE DEBATE: WHO DARES WINS Online marketing vs Offline marketing: What generates the most leads and best conversion rates? Online marketing argument: Lucia Camarena, Head, Business Marketing, Large Enterprise, Telefonica, Germany Offline marketing argument: Vincent Rousselet, Senior Associate, ITSMA Europe, UK

11.40 SYNERGY WORKSHOP: Aligning cultures and processes: Making the successful transition from a sales driven organisation to intelligent marketingPam Didner, Head, Global Integrated Marketing, Intel, USASimon Hall, EMEA Marketing Director, Head of Country Marketing UK, Dell, UKBruno Hourdel, Vice President, Worldwide Field Marketing, Misys, UK

08.00 Registration and Breakfast

08.40 Conference Ice Breaker

08.45 Chairperson’s Opening Remarks

OPENING PLENARY KEYNOTES: The Future of Digital Marketing and E-Commerce

09.00 The B2B Commerce trajectory: Where is digital taking us? Richard Robinson, Director, Google, UK

09.20 Learning from the B2C market: Successfully moving customers through the sales cycle from qualified leads to salesWalter Scott, VP, eCommerce and eServices, Advance Auto Parts, USA

09.40 Heart to Heart: 5 Lessons from the Frontline Heidi Taylor, Head, Marketing, Government & Public Sector, PricewaterhouseCoopers, UK

10.00 FIRE SIDE INTERVIEW: Does the B2B marketing landscape reflect the B2C business model?Robin Raven, Vice President, Product, Digital Solutions, The Economist, UKCatherine Walker, Marketing Director, Vodafone, UK

10.20 Morning Break

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12.40 Lunch


main Conference day 1 - morning sessionWednesday 17th september 2014

‘’Meet and engage with high-profile marketing professionals working on exciting projects and dealing with the relevant topics in B2B Marketing, including value

creation in CRM, content management and communication channels’’


New Approaches to Content and Analytics

Rethinking Delivery & Execution

Strategic Approaches to B2B Marketing

Content Creation and Business Management

14.00 Value creation: Generating relevant and actionable content for your customer to increase revenues Pam Didner, Head, Global Integrated Marketing, Intel, USA

Marketing Tech Innovation and Integration

14.00 Integrating Marketing Automation (MA) into your demand campaign for improved execution and speed


14.00 CMO Boardroom: Bridging the gap between your CMO and CIO (invite only)Contributors: Chris Boorman, Chief Marketing & Customer Success Officer, Huddle, USA Markus Dobbelfeld, Chief Marketing Officer, Datwyler Technical Components, SwitzerlandSimon Farr, CTO, Head of Innovation & Thought Leadership, BT, UK

14.25 Aligning information and messaging across all channels to ensure maximum customer captureArthur Simonetti, Director, Marketing, DSM, Netherlands

14.25 Gaining optimal benefit from your CRM system to maximise customer relationships now and in the future Valentina Ikstadt, Head, International Marketing, Xella Baustoffe, Germany

14.50 Maximising consumer capture through streamlined channel utilisation and management Stephen Christian, VP, Marketing, Verimatrix, USA

14.50 The do’s and don’ts of data capture and data use for improved customer analysisSimon Hall, EMEA Marketing Director, Head of Country Marketing UK, Dell, UK

15.15 How to manage and maintain a global message: Overcoming practical and cultural challengesJade Tambini, European Marketing Manager, Recycling Division, DS Smith, UK

15.15 Data overload: Effective data analysis and management to better utilise the unlimited customer information poolRichard Robinson, Director, Google, UK

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15.35 Afternoon Break

CLOSING PLENARY

16.05 ALL STAR PANEL: Effectively streamlining your CRM system, marketing automation and additional marketing software to improve your global digital presence Blake Cahill, Global Head, Digital & Social Marketing, Philips, NetherlandsAndrew Nicholson, Head, Online, Sodexo Prestige, UK

16.45 ALL STAR PANEL: Content marketing as the gateway to client loyalty: Practical approaches to inspire and gain trustJade Tambini, European Marketing Manager, Recycling Division, DS Smith, UKJason Hughes, Head, Branded Content & Product Placement, BSkyB, UKGonzalo Garcia Villanueva, Head, Financial Products Marketing, Bloomberg, UK

17.25 End of Conference Day 1


main Conference day 1 - afternoon sessionWednesday 17th september 2014

Discover winning marketing

strategies in an interactive

conference format


Rethinking Delivery and Execution


Improved Engagement to Improve Sales and Drive Business

10.30 Neural communication - Increasing market(ing) success via emotional sellingLutz Klaus, Senior Director, Enterprise, Commercial and Partner Marketing – EMEA, Juniper Networks, Germany

Multichannel Client Engagement &E-Commerce

10.30 Building and integrating a B2B retail website to cater for business customers expectations into current back end systemsVishal Chhatralia, Head, Digital Product Management, RS Components, UK


10.30 Synergy workshop: How to implement Account-based marketing (ABM)? The personalised business approach to customer relationship developmentKatie Gordon-Smith, Head, Marketing & Business Development, Land Registry, UKJosy Roberts-Pay, Marketing Director, Assurance, EMEIA, Ernst & Young, UK

10.55 Behavioural economics and cognitive heuristics: Applying mind games to online channels and user behaviour Andrew Nicholson, Head, Online, Sodexo Prestige, UK

10.55 How to establish a B2B e-commerce platform to drive sales and reduce operational costs: Lessons learnt Jos van Berkel, Head of the Integration Centre of Excellence, Project Area Manager, Ericsson, Sweden

11.20 ROUND TABLE CAFES: Voice of the Customer (VOC): Personalising your client interaction by tailoring content and the channels of engagement Jacqueline Howe, Head, EMEA Marketing and Communications, Liquidnet, UKNick Eades, Group Marketing Director, Autologic Diagnostics, UKKatie Gordon-Smith, Head, Marketing & Business Development, Land Registry, UKMarkus Dobbelfeld, Chief Marketing Officer,Datwyler Technical Components,Switzerland

11.20 ROUND TABLE CAFES: Driving B2B engagement through effective E-commerce platforms - learning from past mistakesBob Egner, VP Product Management, EPiServer, USAMark Thornton, Ecommerce Director, Maginus, UK

12.20 Lunch

13.20 From a concept to 1 million customers in less than 4 years – building a brand to challenge the industry leaderJames Bain, Director, Mobility and eTransactional Services UK&I,Worldline by Atos, UK

13.20 The challenges of globally re-platforming of the Premier Farnell websites – changing the tyres on a moving vehicle Kevin Yapp, Chief Marketing Officer, Premier Farnell, UK

13.20 Synergy workshop: Becoming a truly client centric business and offering a superior serviceCatherine Walker, Marketing Director, Vodafone, UK

08.30 Morning Coffee


OPENING PLENARY KEYNOTES: Improved Engagement to Improve Sales and Drive Business

09.00 ALL STAR PANEL: ‘The strategic continuum’: Sales, Marketing and IT to drive the business forward Lucia Camarena, Head, Business Marketing, Large Enterprise, Telefonica, GermanyJacqueline Howe, Head, EMEA Marketing and Communications, Liquidnet, UKAnn Thueland, Director, EMEA Marketing, Actifio, GermanyCatherine Walker, Marketing Director, Vodafone, UK

09.40 KEYNOTE: How to transform a centrally driven marketing strategy into commercial activation in emerging markets Alessandra Pavolini, CMO, Global Growth & Operations, GE, UK

10.00 Morning Break

main Conference day 2 - thursday 18th september 2014

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Rethinking Delivery and Execution


13.45 Implementing effective analytics to evaluate return of marketing investment (ROMI) on a global scale Bruno Hourdel, Vice President, Worldwide Field Marketing, Misys, UK

13.45 Achieving effective sales globally by providing a seamless multichannel user experienceAnn Thueland, Director, EMEA Marketing, Actifio, Germany

Synergy workshop: Becoming a truly client centric business and offering a superior serviceCatherine Walker, Marketing Director,Vodafone, UK

14.10 CASE STUDY REVOLUTION: Smart data vs big data: Determining key data points and differentiators to predict new trendsHoward Blumenthal, Director, eBusiness Platform Solutions, Advance Auto Parts, USA

14.10 CASE STUDY REVOLUTION: Transforming your B2B Commerce strategy with mobile to infl uence and build loyalty Simon Farr, CTO, Head, Innovation & Thought Leadership, BT, UK

main Conference day 2 - thursday 18th september 2014

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15.50 ALL STAR PANEL: How to best harness the power of Big Data to deliver marketing in real-time within an organisationChris Boorman, Chief Marketing & Customer Success Officer, Huddle, USA Christine Bailey, Director, Marketing Strategy, Operations, Program Office & Partner Marketing, EMEA & Russia, Cisco, UK

16.30 ALL STAR PANEL: Excelling in ‘Thought leadership’: What does it really take and what actually influences a B2B decision maker to achieve that revenue?Arthur Simonetti, Director, Marketing, DSM, NetherlandsStephen Christian, VP, Marketing, Verimatrix, USAMaria Burpee, Former Head, EMEA Healthcare Marketing, Dell Europe, SpainVincent Rousselet, Senior Associate, ITSMA Europe, UK

17.10 Event Summary and Closing Remarks

17.20 End of Conference


“B2B Multichannel Europe provides the opportunity to learn from others, share experiences; meet new people; and identify 2-3 things to take-away and apply differently in my role’’


Leveraging social media for Brand positioning and awareness tuesday 16th september 2014

social media focus day

08.00 Registration and Coffee

08.50 Opening Remarks from Chairperson


LEVErAGinG soCiAL MEdiA for BrAnd PositioninG And AWArEnEss

09.00 KEYNOTE PRESENTATON: Finding new opportunities while leveraging social media for optimal lead generation

Isabelle Delorme, Group Head, Market Management (CMO), Euler Hermes (a company of Allianz), France

Learn how to increase direct sales through streamlining marketing and sales departments from a detailed case study from Euler Hermes, who demonstrated worldwide sales increases by 18% in 2013. Benefits from Isabelle’s involvement in worldwide lead generation, effective content marketing strategies and building working partnerships and loyalty with leading business partners. » Where to start: Evaluating your market and developing a unique proposition to then build on

with lead generation » Integrating social media into your lead generation plan through content transparency, trust,

relevance and engagement of content » Discovering the essential data points to demonstrate value and benefits in your social media

plan

09.30 CASE STUDY REVOLUTION: Social ecosystems: How to use social media to build the brand and influence prospective clients in socially educated and uneducated markets

Sally Harrison, Global Head, Social Media, Unify, UK


Better understand how to achieve a social media presence to help grow a client base and influence customers. Leverage off Sally’s extensive experience in growing a global brand through influence identification, microsites and blogs and Tobias’ experience in building social platforms in emerging markets. » Successfully integrating a social media strategy into a current communication strategy to

develop a social voice » Evaluating how the product is becoming the brand and the power of influence brand has with

customer purchase » Leading your brand with interactive marketing over traditional marketing and evaluating how the

channels can work together rather than individually » Maintaining brand consistency and evangelising digital in sectors that are less digitally aware

10.30 Morning Break

11.10 CASE STUDY REVOLUTION: Generating a unique and truly integrative social media campaign to build awareness and generate demand


» Educating the market on your brand successfully and providing the essential information » Utilising both content and images to drive engagement through the various channels » Building an advocacy programme to help with lead conversion and improving sales » Evaluating key challenges in the various online social platforms and identifying areas for

improvement

11.50 CASE STUDY REVOLUTION: The social media impact of Raspberry Pi on the element14 community site - driving engagement and sales through social media


Discover how to move a company into social by witnessing how Kevin Yapp led the global rebrand of the Premier Farnell business. As current CMO for the global business, benchmark against winning strategic and innovative social media approaches that can truly build a global online following.

» The influence of the Raspberry Pi and element14.com intersection for monetising social media » Examples of how social media can increase conversion rates » The delicate art of monetising a community

12.30 Lunch

13.50 ALL STAR PANEL: To invest or not to invest: Making the best of what you have vs assessing and investing in new technology



Make an informed decision on when and when not to invest in social media through insight from industry experts, including know how from one of the leading global banks, on how to use social media platforms internally to help with enterprise collaboration on platforms and drive company revenue up. » Effectively managing your time: Generating worthwhile content in a time efficient manner

through social media » Maximising marketing budget by integrating social media into all departments of an

organisation » Evaluating costs involved to develop a social media plan and assessing the performance and

success of low-cost social media, in particular Facebook via groups and connections

14.30 CASE STUDY REVOLUTION: Strategies for keeping pace with the ever growing social media universe to provide real-time relevant information to your customers


Discover how the business insurance broker Simply Business has continued the growth in customer acquisition through an innovative nationwide advertising campaign and rebranding of their website. With company aims for dominating the commercial insurance marketing by 2018, and insuring 750,000 small businesses, come away with realistic approaches to lead in customer advocacy through search engine marketing and social media engagement. » Evaluating current content tools that allow current activity of social media platforms » Put in place strategies to further allow your customers to share your content: The power of

blogs and content sharing » How to best evaluate customer behaviour beyond social media platforms you are registered

with » Developing in house strategies to allow organisations to experiment and evaluate success of

new social media platforms

15.10 ROUND TABLE CAFES: What will come after social media as a channel for branding and content?

Table 1: WHITEPAPERS


Table 2: TV CAMPAIGNS


Table 3: BRANDED CONTENT TOOLS


Prepare for new content marketing trends after the social media buzz, and leverage information from three round tables addressing the new areas. Learn about the: » Benefits in adding more value, brand awareness and discussion through social media » Benefits in targeting customer in a different, less crowded way » The true value of face-to-face communication compared to digitalisation » Future expectations and predictions regarding allocated marketing time on budget on digital

efforts and offline activities

17.00 Closing Summary and Chairperson Remarks

17.10 Cocktail Reception


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08.00 Registration and Coffee & Continental Breakfast

08.40 Conference Ice Breaker


KEynotEs

tHE futurE of diGitAL MArKEtinG & E-CoMMErCE

09.00 The B2B Commerce trajectory: Where is digital taking us?


Discover directly from the multinational corporation Google how the digital age is changing and influencing your business. Richard has helped drive the digital business transformation internally and externally for effective go-to-market strategies in a variety of business and technology sectors. Come away with essential market insights on how digital can benefit your organisation, as well as how best to executive this change through more collaborative relationship with employees, partners and customers. » Discover how digital is influencing buying behaviours » Effectively apply digital to capture purchasers, enhance the user experience, reach customers

in new channels and drive marketing ROI » Manage the growing demands and expectations of your customers through quick adoption of

touch point transparency » Establishing the balance between priority and execution when digitalising an organisation to

achieve effective transition

09.20 Learning from the B2C market: Successfully moving customers through the sales cycle from qualified leads to sales

Walter Scott, VP, eCommerce and eServices, Advance Auto Parts, USA

» Propelling the return of investment (ROI) model of B2B customer acquisition to new heights from B2C experience

» Developing lead qualification systems that allow for measurable results of innovative B2B marketing tactics

» Furthering this data to then predict and anticipate you customer’s next request and action » ‘The sales shift’: Successfully managing multiple buyers with different requirements, influence,

and handle different buyers timelines for e streamlined sale

09.40 Heart to Heart: 5 Lessons from the Frontline

Heidi Taylor, Head, Marketing, Government & Public Sector, PricewaterhouseCoopers, UK

Discover how to take educated risks and convince senior management to try different marketing approaches with insight from leading the high profile PwC NHS@75 campaign. Learn how healthcare stakeholders and the general public were engaged in issues that really matter to them and how through innovative content generation, a different conversation was developed with the market, that wasn’t possible in more traditional marketing approaches. » The B2B customer journey: What’s changed and how is marketing responding? » Social media as the game-changer » Short case study of the award-winning PwC NHS@75 campaign » Critical success factors for the campaign » 5 lessons for a better social engagement experience

09.40 FIRE SIDE INTERVIEW: Does the B2B marketing landscape reflect the B2C business model?

Robin Raven, Vice President, Product, Digital Solutions, The Economist, UK


Witness Robin interview Catherine on the influences on current B2B marketing strategies. Robin has grown value and built advocacy amongst both B2B and B2C customers, with experience in digitalising the Economist through launching the app for The Economist, as well as developing a fully responsive website. Catherine offers insight on B2B marketing practices to achieve a humanised, client-centric result.

Benefit from useful tips on how to bring your B2B organisation and marketing practices into the 21st century:

» Economic and practical drivers behind the need for new marketing technologies and the short falls of the current market

» Enabling and empowering your business to stay on top with innovative approaches of novel technology awareness

» Is content the key to success? Getting ahead of the competition by generating value through stimulating and innovative content

10.20 Morning Break

CHoosE 4 PLEnAry or 4 WorKsHoPs

4 PLEnAry

BEst in CLAss LEAd GEnErAtion And nurturinG tACtiCs

11.00 New technologies to track and nurture leads through the whole sales cycle

Matthew Stammers, Director, Marketing, Europe, Taulia, UK

With current responsibilities for launching a company into Europe, Matthew has first hand experience on what is really required to streamline a brand into a new market. With solid experience of executing programmatic marketing campaigns across the full marketing mix, he has helped key suppliers add millions to their bottom line through unique evaluation and implementation of key vendor management tools and supplier portals. » Lead scoring: and effective tracking software from initial client engagement through to sales » Attracting new clients through personalised websites to improve customer retention » Blog efficiency: What makes a good blog that generates trust and quality and convertible leads » Retaining and growing client base through effective technology that maintains consistent, yet

not overpowering client contact

11.20 The journey to Revenue Marketing

Christine Bailey, Director, Marketing Strategy, Operations, Program Office & Partner Marketing, EMEA & Russia, Cisco, UK

Christine Bailey is Marketing Director of EMEA and Russia, and has driven the journey of revenue-generation and therefore alignment of sales and marketing at Cisco. With expertise in executive engagement, thought leadership and integrated marketing campaigns, Christine provides B2B marketing expertise in a technology industry and assisted in transforming marketing from a cost centre to a revenue generating centre. » The buyer is in control » New partnerships between sales and marketing » From cost centre to revenue center » From revenue goals to Connected Performance-

11.40 OXFORD STYLE DEBATE: WHO DARES WINS Online marketing v.s Offline marketing: What generates the most leads and best conversion rates?

Online marketing argument:


Offline marketing argument:


Evaluate the importance of both online and offline marketing to help convert leads through this oxford style debate. Vincent, having worked at numerous global companies such as Amex, BT, Capgemini, Ericsson, Fujitsu, Siemens, Telenor and Thales, provides ITSMA members with essential marketing strategies to keep on top of their game, often in a global context, through offline marketing. Lucia offers expertise on how online lead gen can increase sales by 180%.

Vote for the winner and receive actionable take home message summarised by the chair of the day.

Content development and Lead nurtureWednesday 17th september 2014


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4 WorKsHoPs strAtEGiC APProACHEs to

B2B MArKEtinG

These interactive workshops are open to 25 active participants who form part of a high level brainstorm where competing ideas are put forward and the best solutions agreed upon. Contribute to a new forward-looking project and create a step-by-step action plan on how to make it work.

PLAnninG And ProCEss MAnAGEMEnt

11.00 SYNERGY WORKSHOP: Effectively managing third parties when developing a global marketing campaign to better understand your customer base and increase lead generationThis highly interactive workshop delves further into the practicalities of managing and working with internal and external parties to help build a successful global marketing campaign.

Find answers to: » Using third party management for effective communication and control over clients » Helping 3rd parties drive demand for your product through open discussions on effective and

realistic channels » Understanding and communicating what information you need from your vendors/distributors:

How best can this information can be shared/provided with your team?

11.40 SYNERGY WORKSHOP: Aligning cultures and processes: Making the successful transition from a sales driven organisation to intelligent marketing




This invaluable workshop provides you with insight on how to successfully transform a traditional sales driven organisation into a more intelligence driven business. Pam, who has developed Intel’s worldwide go-to-market plans, will chair and offer essential input on process management and leveraging big data. Simon provides experience and insight on establishing strong business brand campaigns, sponsorship deals and c-suite loyalty programs needed for a more intelligent marketing approach.Bruno provides insight on engaging field and partner marketing teams globally for marketing intelligence.

Discuss you challenges and hear solutions on: » Marketing infrastructure: Addressing current inventory and establishing a blueprint to develop a

streamlined business model and lead departments out of silos » Achieving a nimble, balanced and strategic approach when making challenging organisational

changes » Engineering improved department communication to achieve better collaboration and what

needs to be communicated » Moving from sales to intelligence: Key factors to address and challenge to transition to a more

consultative sales approach

12.40 Lunch

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14.00 Value creation: Generating relevant and actionable content for your customer to increase revenues


Discover how one of the largest global computing companies developed global content to successfully signal business advantages and engage customers globally. Having been integral to managing editorial planning for Intel’s content development, Pam provides key take home messages on how to tailor your content to relevant topics and drive value through content both regionally and globally. Find winning approaches for: » Tailoring information to your market to enable a more targeted message and better return » Building trust with new customers on new products through content » Effective strategies to drive a sale from content: Empowering your sales team with effective

content to use in the sale close » Evaluating content marketing strategies that have worked and take away messages from those

that haven’t

14.25 Aligning information and messaging across all channels to ensure maximum customer capture


Learn from current practices at DSM’s corporate Marketing & Sales Excellence centre on how best to increase customer and consumer interaction through digital. Amongst others, Arthur heads the global Marketing & Sales training curriculum for >1500 M&S professionals, so benefit from his extensive expertise in devising strategies to align marketing efforts internally to ensure one global message. Benefit from: » Quickly and efficiently implementing content that is reflective of clients changing buying

cycles and relevant at the various stages » Effectively integrating content marketing and SEO into the current marketing mix for improved

search rates and response » Dealing with large volumes of data and ensuring it’s up to date » Training and establishing staff to develop content inhouse and efficiently allocating time and

resources » Insight into current ecommerce platforms on the market: Successfully implementing and

integrating across the multichannels

14.50 Maximising consumer capture through streamlined channel utilisation and management

Stephen Christian, VP, Marketing, Verimatrix, USA

Find out how internet technology space and digital media can be managed to execute a successful product and manage brand equity. Stephen discusses how he project manages extensive multi-channel accounts and nurtures leads to optimise the pipeline. Benchmark against an SME company and take home key messages on how media technology is influencing business trends and how to ensure maximum consumer capture. » Using content that is reflective of clients changing buying cycles and relevant through the

marketing and sales cycle » Successfully implementing and integrating eCommerce platforms across the multichannels » Integrating content marketing into the current marketing mix for improved search rates and

response » Managing large volumes of data to help evaluate customer behaviour and Dealing with large

volumes of data and ensuring it’s up to date

15.15 How to manage and maintain a global message: Overcoming practical and cultural challenges


Witness how to successfully execute a global rebrand from DS Smith, who recently achieved repositioning of 4 business divisions united to offer an integrated market offering in packaging design through to recycling to their customers. Benefit from Jade’s experience in country specific audience profiling and maintaining an overarching central strategy and message to ensure a unified global brand and tailor content driven contact. » Discovering the importance of content marketing success through a change in organisational

working, thinking, behaving and collaborating » Successful collaboration with a translation company and best practice for content development

and content translation » Automating your global supply chain to ensure consistency in company branding and message




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14.00 Integrating Marketing Automation (MA) into your demand campaign for improved execution and speed » Moving from analogue to an automated solution for higher lead conversion » Successfully evaluating all current products and choosing the most applicable tool for your

company demands » Evaluating ROI on the investment and it’s performance over the whole sales cycle » Achieving speed through automation while maintaining the ever important message

personalisation

14.25 Gaining optimal benefit from your CRM system to maximise customer relationships now and in the future

Valentina Ikstadt, Head, International Marketing, Xell Baustoffe, Germany

Hear a winning strategy on how Xella Baustoffe are re-evaluating their customer profiles and behaviour through a partnership with the ‘’Morgen Stadt’’or ‘’Future Cities’’. Valentina has been integral for better understanding Xella Baustoffe’s largest customer base in the architect and civil engineering sector, and streamlining this knowledge through effective customer relationship management. Learn how to: » Successfully evaluate all current products in the market and choosing the best one for your

sales and marketing objectives » Work with your provider to best use your CRM to it’s full capabilities » Ensure good input for good output » Using your CRM system to allow you to process needed information for quality leads for sales

team to qualify » Improve effectiveness of data nurturing for improved customer relationships, customer

retention and business growth

14.50 The do’s and don’ts of data capture and data use for improved customer analysis


Determine how effective data analysis can truly drive company growth and better customer understanding. With Simon’s insight on key market communication and channel plan strategies demonstrated through establishing strong business brand campaigns, sponsorship deals and c-suite loyalty programs, benefit from: » Putting in place measures to ensure you are collecting the right data and the correct amount of it » Effective qualitative metrics to ensure data integrity » Establishing good data management processes for easy data evaluation and to put it to use » Best practice and learning from previous mistakes: Moving from data to insight to impact

15.15 Data overload: Effective data analysis and management to better utilise the unlimited customer information pool


Benefit from Google’s insight on analytics and integrated marketing platforms in a multi-channel world. Richard’s current position at Google and as Chair of the B2B Council at the IDM (Institute of Director Marketing) has enabled him to educate industry on the essential factors in understanding your customer behaviour and needs. » Getting to grips with integrating appropriate analytics tools into current software platforms and

systems to assess your customer » Streamlining current resources and to cope with data analysis and maximise limited resources » Knowing what data to gather and what tools to use to achieve specific customer insight » Best practice and learning from previous mistakes: Moving from data to insight to impact

4 trACK C strAtEGiC APProACHEs to B2B

MArKEtinG (inVitE onLy)


14.00 CMO Boardroom: Bridging the gap between your CMO and CTO (invite only)

CMO perspectives:

Chris Boorman, Chief Marketing & Customer Success Officer, Huddle, USA


CTO perspective:


Discuss the pivotal market changes that are influencing the way organisations are being run and where key decisions are being made. David ‘s experience as both CTO and CIO at Fujitsu, enables him to drive discussions on the changing roles of CMOs and CTOs. Chris and Markus offer experience in the integral, yet changing role of the CMO and Simon provides insight on successful thought leadership approaches and driving innovation at the CIO level.

What’s in it for you? » Evaluating marketing, technology and big data: Where does the responsibility lie and the

collaboration begin? » Experimentation vs risk aversion: Making informed decisions on technology investments » Finding the culprits with global enterprise v.s SMBs on brand spending, data deficiency and

campaign effectiveness » Developing actionable metrics to satisfy IT and Sales » Competitive benchmarking: Evaluating current success stories on IT and Marketing

collaboration and allocating resources to start analysis of key competitors


CLosinG PLEnAry

16.05 ALL STAR PANEL: Effectively streamlining your CRM system, marketing automation and additional marketing software to improve your global digital presence



» Practical experience of implementing and integrating CRM and MA to achieve a digital presence and achieve an optimal marketing campaign

» Streamlining these systems globally vs. locally: Current efforts and achievements of standardisation of IT systems and keeping information locally relevant

» Achieving consistency across various business units and generating a united vision » Current reality of CRM integrating capabilities with other media tools and the aims for the future » The reality for consolidating point solutions to just one platform to save time and money

16.45 ALL STAR PANEL: Content marketing as the gateway to client loyalty: Practical approaches to inspire and gain trust



Gonzalo Garcia Villanueva, Head, Financial Products Marketing, Bloomberg, UK

Utilise key take home messages from market experts on content marketing . Jade and Gonzalo offer insight into what makes good and usable global content. Jason has achieved success with two of Sky’s major projects including partnerships with Visa and Tresemme, helping ensure brand awareness, establish essential long term business partnerships, shift brand perceptions and manage content integration through effective channels.



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day 2effective metrics for advancing Business intelligencethursday 18th september 2014


08.30 Morning Coffee


oPEninG PLEnAry KEynotEs

iMProVEd EnGAGEMEnt to iMProVE sALEs And driVE BusinEss

09.00 ALL STAR PANEL: ‘The strategic continuum’: Sales, Marketing and IT to drive the business forward





Effectively streamline your organisation with insight from 4 marketing experts and benefit from insight from 4 different industry sectors. Ann offers insight from the construction industry, Catherine and Lucia offer how the telco market streamline departments, and Jacqueline offer an opposing view from the financial sector.

With allocated time given to Q&A from the audience, have your chance to quiz the experts on: » Shifting the culture of an organisation: Who to engage, communicate and invest with to

increase success » Challenging the ‘Status Quo’: Moving from a short to long term marketing strategy » Overcoming a ‘siloed’ organisation: Getting groups to collaborate and understanding

eachothers’ creation value to make more sales » How is technology beneficial for the efficiency of the whole team » Successfully integrating technology, changing the process and culture within the organisation.

Regardless of resources

09.40 KEYNOTE: How to transform a centrally driven marketing strategy into commercial activation in emerging markets


Drive market growth by 300% and save millions per year by benchmarking against the leading global infrastructure, finance and media company, GE. Discover how the first Chief Marketing Officer of Ecomagination and the first CMO of Global Growth & Operations team at GE has engaged regional teams through a decentralised model to improve market growth and thus revenues. » Understanding the purpose of each channel, what you are looking to achieve and the benefits

when marketing to multiple influencers » Effectively managing a global brand across multiple channels and maintaining a consistent

message » Evaluating the behaviour of your customers, where demand is coming from and developing the

best ecommerce platform for sales conversion

10.00 Morning Break

CHoosE 4A, 4B or 4C


And AnALytiCs

10.30 Neural communication - Increasing market(ing) success via emotional selling

Lutz Klaus, Senior Director, Enterprise, Commercial and Partner Marketing – EMEA, Juniper Networks, Germany

Determine how emotional selling can effectively compliment traditional sales to drive forward

current marketing campaigns. Lutz provides insight on how to bring an organisation from classical marketing to a broader go-to-market view and integration. Benefit from improved understanding of how emotional selling and the use of positive messages can improve sales numbers. » B2B versus B2C Marketing: Do we need to adjust what we have learned? » Can good and bad communication be measured? » How can we optimise our communications?

10.55 Behavioural economics and cognitive heuristics: Applying mind games to online channels and user behaviour


Learn from Sodexo Prestige, an award winning UK contract catering company, on how to leverage becoming a leading data driven service provider and using this information to evaluate customer behaviour and apply to mould online channel strategies. Andrew has been integral to the integration of current CRM systems, websites and marketing automation to help drive better customer understanding, however discover more about cognistive heuristics and it’s role in achieving a true personalised online marketing strategy. » The reasons you don’t think as much as you think you think » Using anchoring techniques to increase customer spend online » Can cognitive dissonance theory be used to increase conversion rates? An exclusive unveiling!

11.20 ROUND TABLE CAFES: oice of the Customer (VOC): Personalising your client interaction by tailoring content and the channels of engagement


Nick Eades, Group Marketing Director, Autologic Diagnostics, UK



» Shifting mindset to best connect with the market: Targeted approaches to match product with client

» Strategies for better understanding the demands of your market » Tailoring the channel with the customer and what needs to be considered

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And EXECution

MuLtiCHAnnEL CLiEnt EnGAGEMEnt & E-CoMMErCE

10.30 Building and integrating a B2B retail website to cater for business customers expectations into current back end systems

Vishal Chhatralia, Head, Digital Product Management, RS Components, UK

» Effective website design and content that drives B2B commerce and provides customer with specific needs and requirements

» Insight into effective e-commerce platforms that allow for successful back end integration for an effective company website

» Web analytics to help manage e-commerce online management and success and to monitor website performance

10.55 How to establish a B2B e-commerce platform to drive sales and reduce operational costs: Lessons learnt

Jos van Berkel, Head of the Integration Centre of Excellence, Project Area Manager, Ericsson, Sweden

Develop and integrate a B2B e-commerce platform that truly reflects the organisation and builds business continually. Discover how Jos has driven the evolution of a recognised business strategy at Ericsson from a scattered initiative, that improves efficiency and quality in trading and reduces OPEX and improves the speed of credit to cash. » How an effective B2B e-commerce platform can truly reduce OPEX

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» Key influential factors when demonstrating ROI and the business benefits to senior management

» Legal considerations for integrating and establishing a B2B e-commerce platform » Moving from a more reactive to a proactive B2B e-commerce model to start driving changes

in e-commerce and IT

11.20 ROUND TABLE CAFES: Driving B2B engagement through effective E-commerce platforms - learning from past mistakes

Bob Egner, VP Product Management, EPiServer, USA

Mark Thornton, Ecommerce Director, Maginus, UK

» Developing an effective online strategy to go direct and keep your channel partners happy: Personalisation, customer self-care and operational efficiency

» Mobile as a realistic platform for driving sales transaction » Mobile as a tracker of customer behaviour » Ensuring you are getting the needed information from your clients/ third parties on client/

customer

4 trACK C strAtEGiC APProACHEs to

B2B MArKEtinG


10.30 Synergy workshop: How to implement Account-based marketing (ABM)? The personalised business approach to customer relationship development


Josy Roberts-Pay, Marketing Director, Assurance, EMEIA, Ernst & Young, UK

With marketing traditionally focused on lead generation and quantity over lead quality, and sales groups often dealing with poor quality leads that are impossible to qualify and convert, there is a gap in the market for a streamlined, unified account approach to marketing and sales. Discover the benefits of: » Applying ABM for better aligning sales and marketing strategies and efforts for improved

effectiveness and lead conversion » Translating ABM into a targeted lifecycle model for the most value and revenue generating

accounts » Evaluating current customer accounts to create a future customer profile to predict future target

accounts: Reality of whether this provides quality leads » Benefits over tailoring your marketing message in a more traditional way

12.20 Lunch

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And AnALytiCs

13.20 From a concept to 1 million customers in less than 4 years – building a brand to challenge the industry leader

James Bain, Director, Mobility and eTransactional Services UK&I, Worldline by Atos, UK

Discover how to gain 1 million online customers in <4 years by successful strategies against the market leader. Learn from an in depth case study from the Director of Mobility and e-transactional Services at Worldine UK&I and the Co-Founder of RedSpottedHanky.com on how to develop a

customer focused initiative in the transport sector and real insight on product development based around a true USP. » The opportunity and the vision – a fresh and creative approach to online retail in the travel and

transport sector » Why Redspottedhanky.com? Creating a distinctive “real” retail brand, not just a software engine

with a basic user interface » Achieving differentiation against a market leading company with company – creating a USP

and developing a compelling proposition » Brand execution to aggressively acquire customers and maintain customer retention » What does the future hold?

EffECtiVE MEtriCs for GEnErAtinG roi

13.45 Implementing effective analytics to evaluate return of marketing investment (ROMI) on a global scale


Benefit from insight on how to increase sales pipeline contributions from <5% to between 15-20% and set up the pace for a 1:4 ROMI. Discover and evaluate how Bruno’s ROMI strategy has been globally deployed and aligned with field and partner marketing teams across the globe and how this can implemented and integrated into your organisation. » Streamlining sales and marketing teams with universal KPIs » Developing of lead nurturing activities through effective lead scoring

14.10 CASE STUDY REVOLUTION: Smart data vs big data: Determining key data points and differentiators to predict new trends

Howard Blumenthal, Director, eBusiness Platform Solutions, Advance Auto Parts, USA

Learn from the largest auto part company in the US on how to better understand your customer through effective evaluation. Having recently launched their commercial portal, which integrates the company’s various commercial online services, customer experience has improved and owes a major part to listening to the customer through dialogue and various customer satisfaction tools. » Identifying the key data points that are indicative of customer behaviour to then drive forward

good content » Understanding where content actually adds value and where it doesn’t through effective

analytics » Managing volume v.s quantity: Understanding the key evaluation points needed to generate

effective and appropriate content to drive forward your marketing campaign

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MuLtiCHAnnEL CLiEnt EnGAGEMEnt

13.20 The challenges of globally re-platforming the Premier Farnell websites – changing the tyres on a moving vehicle


Kevin offer’s global marketing expertise in how to orchestrate and carry through a global re-platforming of a company website to ensure it correctly tailors to the various regional customer demands. This presentation provides actionable takeaways on how to execute the changes with third parties and ensure the customer voice is always put first. » Implementing a global solution across 43 sites, 35 languages, 5 brands and hundreds of

thousands of SKUs » Balance of regional teams with global teams deliver the right customer solution » Putting the customer voice first, but driving rapid value-extraction

13.45 Achieving effective sales globally by providing a seamless multichannel user experience


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» Understanding where your clients are engaging and transacting to ensure a 360 degree view of their behaviour

» Implementing and streamlining your channels for a multichannel client experience: Assessing current approaches and platforms there are available to assist

» Appreciating and utilising where customers first and finally engage to tailor a personalised buying cycle for them

14.10 CASE STUDY REVOLUTION: Transforming your B2B Commerce strategy with mobile to influence and build loyalty

Simon Farr, CTO, Head, Innovation & Thought Leadership, BT, UK

Understand winning strategies to leverage mobile to better engage with your B2B clients. Simon, as an integral player in Global Innovation within BT’s Portfolio and Service Design team, drives technology innovation with the top global service customers. Learn from his experience and insight on key technological developments driving this market, and how mobile can assist in client engagement and sales. » Discovering how businesses acquire and retain customers influences how B2B companies sell

their products and services Understanding the role of mobile in retaining and building loyalty with your customers

» Successful strategies using mobile to influence your customer to complete the sale and provide additional service tools online

» Utilising mobile as the optimum method for providing the customer with the most control of shopping experience

4 trACK C strAtEGiC APProACHEs

to B2B MArKEtinG

13.20 Synergy workshop: Becoming a truly client-centric business and offering a superior service


Benefit from insight from a truly client-centric marketer on how to bring one of the largest national mobile telecommunications networks, Vodafone, into the digital age and provide relevant and personal marketing to every customer, wherever they are. With experience in both marketing and IT, Catherine provides insight on how to move an organisation from a big data approach to a more focused, humanised interaction to provide a tailored solution to all. » The importance in a dynamic executive for driving forward a company’s success in social

engagement and motivation to the customer facing employees » Avoiding silos: Being truly accountable for marketing whatever department you are: Customer

complaints, dealing with product FAQs etc. » Striking the balance between allowing employees to do their job vs providing sufficient

guidance

CLosinG PLEnAry


15.50 ALL STAR PANEL: How to best harness the power of Big Data to deliver marketing in real-time within an organisation

Chris Boorman, Chief Marketing & Customer Success Officer, Huddle, USA

Christine Bailey, Director, Marketing Strategy, Operations, Program Office & Partner Marketing, EMEA & Russia, Cisco, UK

» Evaluation of leading-edge technologies on adoption across all departments and moving pilot projects into mainstream IT

» Aligning infrastructure to deal with growth in data production to allow for shift and effective implementation of data generated

» Utilising all data that is generated and that none is neglected or stored indefinitely: Generating worth in all data throughout departments

» Ensuring metrics are being used by having an engaged sales team to follow up

16.30 ALL STAR PANEL: Excelling in ‘Thought leadership’: What does it really take and what actually influences a B2B decision maker and achieve that revenue?


Stephen Christian, VP, Marketing, Verimatrix, USA



With thought leadership being a core focus for most B2B organisations trying to achieve, this interactive panel provides insight from 4 leading professionals on what thought leadership truly means to them and how they can achieve this. » Less traditional yet successful channels for establishing yourself as a thought leader: White

papers, website, reports , blogs etc.: Effectively building up a presence in these channels » Practice what you preach: Educating the organisation by avoiding reusing content generated

online and ensure you are offering something unique and valuable » Evaluating the key decision making factors that B2B marketers find important and translating

this into an effective thought leadership strategy » Leveraging the power of your team/organisation: Reflecting on data and content generated from

the team and translating this into thought leadership material

17.10 Event Summary & Closing Remarks

17.20 END OF CONFERENCE- See you again next year

“With B2B marketing forever evolving there is still so much to learn. At B2B Multichannel Europe I am excited to hear from other B2B marketers on their international marketing strategies with particular interest in content marketing and overcoming culture and language barriers.”

Jade Tambini, European Marketing Manager, DS Smith

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A MAGiCAL CityLondon is one of the world’s truly great cities – spectaculararchitecture, iconic buildings, brilliant museums and anindefinable ambience that makes it truly unique. So makesure you put aside some time outside of the conferenceschedule to explore or reacquaint yourself with thismagical place!

VEnuE inforMAtionGrand Connaught Rooms 61-63 Great Queen StreetLondon WC2B 5DAUKwww.grandconnaughtrooms.com+44 (0)20 7405 7811

Grand Connaught Rooms is one of London’s most impressive, stylish and opulent event venues. Situated in Covent Garden, the Grand Connaught Rooms features the iconic GrandHall, a sophisticated Champagne Bar, the indulgent Tempus Restaurant and is a stunning, sought after venue delivering a real wow factor. Just a fi ve minute walk from Covent Garden and Holborn Underground stations, 15 minutes from Kings Cross, Euston and St Pancras Train Stations and accessible to all London’s international airports, the Grand Connaught Rooms is first choice for business events from executive board meetings to large scale branded events.

the perfect Location to mix Business With pleasure

venue

MAXiMisE nEtWorKinG oPPortunitiEsAs part of the formal conference schedule, you’re invited to join us for a drink with your fellow conference delegates on the evening of Day 1 of the main conference. Situated in the hotel, continue the evening by making new contacts and reacquainting yourself withold friends!


Gain new sales leads – Highly focused conference delegates including VP and C-level Marketing and E-Commerce delegates with strong business interest in the event that they are attending.

Launch new products or services - Draw attention to your products and brand by using the conference as a launch pad for new developments, products or services.

Enter new markets – Access attendess from UK, Germany, France, Sweden and the US. It is a great opportunity to research and network whilst gaining exposure to a new qualified database.

Building customer loyalty – Utilise 9 interactive conference formats, including face to face contact at conferences and showing continued support of a market helps develop client loyalty as well as cementing your position as a continued presence.

Position company brand - Showing your company at high level events creates valuable impression as an industry leader.

Brokering new business partnerships – Other sponsors and delegates are always looking for exciting new partnering opportunities in order to deliver more compelling solutions to their clients – WBR conferences offer you an ideal opportunity for just this.

As A trustEd PArtnEr…

Contact [email protected] or +44 (0) 207 368 9785 Today to Discuss Options for Your Business

industry-Wide exposure to Clients and key prospects

Why sponsor


EPiServer connects ecommerce and digital marketing to help business create unique customer experiences which generates business results. EPiServer’s platform combines content, e-commerce and multi-channel marketing capabilities to work full-circle for businesses online, from intelligent optimization, lead-generation through to conversion and repeat business. Sitting at the centre of the digital marketing ecosystem, EPiServer empowers online and IT professionals to create superior customer experience for more than 20,000 websites worldwide. Built on .net, and supported by a pioneering partner network of over 715 partners in over 30 countries, EPiServers platform gives customers the ability to deliver the right content to the right person in the right format at a time that suits them.

sponsor

media partnersITSMA specialises in helping companies market and sell services and solutions more effectively. We work with the world’s leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. Our comprehensive research, consulting, and training on topics such as ITSMA Account Based MarketingSM, brand positioning, and solutions development provide the insight and experience companies need to improve business results. ITSMA is based near Boston and has offices in London, Mumbai and Tokyo. Learn more at www.itsma.com

The Institute of Direct and Digital Marketing (IDM)The IDM is the only UK government-approved institute for the professional development of digital, data and direct marketers, offering over 40 practitioner-taught training courses, 12 internationally recognised professional marketing qualifications, a suite of valuable membership services, a calendar of leading edge networking events, and a range of Higher Education initiatives. The IDM is not for profit. Profits are reinvested back into the marketing profession via dedicated Higher Education programmes that find, educate and inspire the best young talent to choose marketing as their career. Our commitment to helping every marketer be the best they can be starts from their first steps on the career ladder, and continues right to the very top.