Conference programme Day One,
December 1, 2010
8:30 Registration and welcome coffee
9:00 Opening remarks from KGS and Chairperson Joel Harrison, Editor, B2B Marketing
9:15 Keynote Speaker: Chris Brogan
10:00 Panel Discussion Emotions and Decision Making in B2B Marketing.
Moderator: Holger Kalvelage, Executive Creative Director - Gyro HSR ,
Participants: Chris Brogan , Sean MacNiven, Head of Social Web and Global Communication - SAP , Peter O’Neill - Vice President - Forrester Research, Andrea Monaci - Enterprise Business, Marketing Director Europe, Middle East and Africa – HP, Thierry Collet - Vice President, Global Marketing & Education - Dassault Systemes
11:00 NETWORKING BREAK
11:30 How B2B Companies Can Leverage Search for Demand Generation
- Examining the most successful strategies to improve search marketing
- Ensuring potential clients find your website and content online by utilising keywords effectively in social media, tags, content and titles
- Discovering the newest search marketing tools, methods and techniques that you can implement into your B2B strategies
- Maximising search marketing by fully optimising your content online
John Gerosa- Industry Leader, Technology Markets - Google
12:00 Keys to Engagement: Building Dialogues around Customer Insight and Highly Relevant Content
- Gathering Customer Data - Then Using It
- Developing Content that Leads to a Dialogue
- Nurturing Consumers from Perusal to Purchase and Beyond
- Communicating Over the Right Channels at the Right Time
Richard Evans – Marketing Director - Silverpop
12:30 Effectively Marketing to Fortune 500 Companies
- Understanding customer challenges, the growth plan and finding a focus: choosing the right list of clients to sell to, ranking them from first to last and considerations on the sales and marketing model
- Evaluating which marketing campaign portfolio fits the growth strategy: some examples of the mix, from digital to face-to-face, analysts and press campaigns
- Discussing strategies to reduce marketing costs
- Aligning sales and marketing whilst measuring the results: simplifying the metrics that force alignment to strategy and track execution
- Considering the sales coverage and marketing organisation models. A wrap up to understand “Did marketing add value to the sale?”
Andrea Monaci - Enterprise Business, Marketing Director Europe, Middle East and Africa – HP
13:00 Mobile Revolution - Key Drivers/ Trends, Opportunity for B2B Marketing
- Understanding that mobile is an emerging and important media platform for B2B and how can you take advantage of it
- Integrating a mobile marketing strategy into sales and marketing
- Discussing mobile websites, apps/applications and new trends
- Profiting and increasing your bottom line through mobile campaigns
- Methods and techniques for measuring mobile marketing ROI
John Gerosa - Industry Leader, Technology Markets - Google
13:30 NETWORKING LUNCH WITH ROUNDTABLE DISCUSSIONS
14:30 How B2B Tech Marketers Can Tune Their Social Media Campaigns For Europe
- Hearing from Forrester’s North American and European B2B Social Technographics Online Survey 2010
- Examining various European markets and their behaviours
- Discussing why you should be sensitive to variation when planning and implementing global social media strategies
- Examining the survey and specific European results
- Successfully developing your social media strategy based on the survey results
Peter O’Neill - Vice President - Forrester Research
15:00 The @Work State of Mind: Where Marketing Has More Meaning
- How to rethink your brand’s engageent opportunities in reordered mind at work
- Recasting brand content strategy to ignite emotions and re-sensitize audiences left numb by high performance expectations and incessant communication
- Using an @Work State of Mind assessment template to reveal the gaps between what you’re doing and what’s required.
Rick Segal, Worldwide President and Chief Practice Officer - Gyro HSR
15:40 Modernizing your business marketing efforts with inbound marketing
- Capitalising on modern inbound marketing techniques, SEO and marketing
- Taking advantage of the way prospects seek out information by leveraging the blogosphere and engaging in social media
- Providing insights into the changing nature of business shopping
- Uncovering actionable steps businesses can use to utilise inbound marketing, optimize their websites and get found by more prospects
- Converting a higher percentage of prospects into paying customers
Kirsten Knipp - Director of Product Evangelism - HubSpot
16:10 NETWORKING BREAK
16:30 Workshop 1 Understanding How You Can Use Social Media For B2B Marketing Success
Attend this hands on workshop to learn how you can use Facebook, Twitter and other social media tools in your B2B marketing strategies.
- What B2B can learn from successful B2C companies
- How to build a relevant, exciting and interactive Facebook page for your company (and why that includes Twitter)
- Facilitate interaction between your company and ‘fans’ / ‘friends’ / ‘followers’
- Maximise your content online through social media tools
- Learn how to be remarkable online
- Share your experiences with other attendees
Nicole Simon - European Social Media Strategist - iTive
Donna Jackson - Europe Brand Leader, Switzerland/Italy - iTive
18:00 Closing remarks by Joel Harrison, Editor - B2B Marketing
18:15 Networking Reception
Day Two, December 2, 2010
8:30 Registration and welcome coffee
9:15 Opening remarks from KGS and Joel Harrison, Editor - B2B Marketing
9:30 How Dassault Sytemes Have Entered New Markets Through the Collaborative Tribe B2B Marketing Campaign
- Investigating how you can successfully create awareness in new B2B markets
- Utilising social media (Facebook, Twitter, YouTube) to connect with B2B prospects and customers
- Creating a competitive edge and being innovative through your B2B marketing tactics
- Learning how The Collaborative Tribe helped some of the social media platforms to rethink their value proposition for B2B businesses
- Evaluating and fixing the marketing campaign through analysis and understanding the market reaction
- Solving problems and challenges associated with the marketing campaign
Thierry Collet - Vice President, Global Marketing & Education - Dassault Systemes
10:00 Blogging for B2B Business Success
- Increasing sales and profits by utilising your blog as a PR tool whilst ensuring the blog is the core to your social media marketing strategy
- Remembering that the aim of a blog is to be conversational, informative, interactive and valuable
- Ensuring your focus is on your customer and their industry to provide real value
- Creating differentiation through your expertise, knowledge and credibility
- Developing new relationships with potential customers, partners and industry influencers by becoming an industry expert via your blog
- Maximising SEO through your blog
Jort Possel - Marketing Director, Digital Strategy Lead, France, BeNeLux - Accenture
10:30 NETWORKING BREAK
11:00 Successful B2B Lead Nurturing
- Supporting your customer throughout the buying process; before, during and after
- Understanding the importance of lead nurturing to develop real relationships
- Utilising social media and online networks to nurture leads
- Nurturing existing customers and new leads with the same energy and enthusiasm
- Training your sales and marketing teams to be consistent and relevant
- Understanding and knowing when to stop nurturing leads
Roy van Griensven - Director, Business Process Manager Marketing (B2B) - Philips
11:30 Turning Friends, Followers and Fans into Sales Through Social Media
- Creating social media guidelines without being too limiting – what is the balance?
- Effectively utilising social media to communicate key messages to your B2B audience
- Building your brand through social media via your employees by empowering them to talk about your company and industry
- Understanding how to successfully measure social media campaigns
- Practically organising and managing social media when you are a 1 person marketing department
- Examining the best tools to keep track of what is being said about you online
Madlen Nicolaus - Head Social Media Manager Europe Africa & Middle East Region - Kodak
12:00 NETWORKING LUNCH
13:30 Brands, Brains, Business - How PAYPAL has used neuro-marketing to define it’s brand and select media
- Understanding and defining what neuromarketing is and how it is relevant to PayPal
- Discussing the difference between thinking and telling
- Learning about the connection between the brand and the brain
- Examining how PayPal are utilising neuroscience for their media channel selection
Dominik Dommick – Director Marketing - PayPal
14:00 Examining Loyalty in the B2B Domain
- Investigating how to change from attitudes to emotional attachment
- Learning from best practices in B2B loyalty
- Developing a successful and great loyalty program
- Creating an effective model for looking at loyalty
- Managing customer loyalty for profitability
Dr. Osman Khan – Senior Lecturer in Marketing – Royal Docks Business School, University of East London
14:30 NETWORKING BREAK
15:00 Workshop 2 The Inbound Marketing Workshop: Learn How to Modernize Your Business Marketing Efforts
The way people search for products and services today has drastically changed from what was common practice just a few years ago. Today, potential customers are seeking out information through Google, blogs and social media. They’re active participants who are more in control of their purchasing decisions. Still, businesses are failing to capitalise on modern, inbound marketing techniques - search engine optimisation and marketing, leveraging the blogosphere and engaging in social media - to take advantage of the way prospects seek out information.
This workshop, led by HubSpot Director of Product Evangelism Kirsten Knipp, will provide attendees with insight into the changing nature of business shopping and will walk attendees through hands-on, actionable steps businesses can use to take advantage of modern, inbound marketing techniques, optimize their websites to get found by more prospects and convert higher percentages of these prospects into paying customers. Activities covered in the workshop include creating content and maintaining a company blog, researching and choosing keywords for search engine optimization, engaging in social media sites, creating effective landing pages and ultimately measuring the success of inbound marketing programs.
Kirsten Knipp - Director of Product Evangelism - HubSpot
17:00 Closing remarks from Joel Harrison
17:15 Closing remarks from KGS
The End
