Wednesday 21st March
Thursday 22nd March
11.00 - 11.30
If traditional customer journeys are dead and manual segments cannot scale, then how can marketers personalise interactions in the age of the empowered consumer? Marketers need to embrace analytical approaches that can automatically score and suggest appropriate audiences and content. Join RedPoint to learn how to: 1) Bring data together through a Customer Data Platform, 2) Understand customers from anonymous to known, and 3) Deliver real-time experiences at speed and scale.
11.45 - 12.15
Based on his experience of working with organisations such as Unilever and Direct Wines, Terry Hogan will consider the challenges facing marketers today and how technology can save them time and help them make better decisions. Whereas most functions generally have dedicated software tools to support them in their work, marketing departments typically have to make do with a hotch-potch of different tools and spreadsheets for planning, reporting and analysis.
12.30 - 13.00
Expert to Expert Marketing focuses on engaging with the needs of your key accounts and demonstrating that your expertise is uniquely suited to helping them. Knowledge is what differentiates your experts from the rest of the pack. This is difficult for firms as the Marketing team cannot easily demonstrate the ability of their Experts, which is so critical to the sales process. Tom Elgar of Passle explains how to leverage your internal expertise and differentiate yourself from competitors, ultimately driving sales and marketing success.
13.15 - 13.45
Most critical stages of scalable Account Based Marketing are the account selection based on sales potential and integrating ABM into advertising. In the presentation, you will get insights about the tech stack necessary to transform your ABM from manual to data-driven and how to execute it successfully on with site retargeting, Google Adwords, Facebook and content marketing.
14.00 - 14.30
Designing for marketing automation is a whole new discipline modern marketers need to learn, in this session we explore some of the elements required to build best-in- class campaigns including workflow, logic, data capture and enrichment and customer touch points. In this 30 minute beginners guide, Protocol shares some of its tips, secrets, tools, templates and workflow to get the most out of your marketing automation tool. Personas have become a must-have accessory in the modern B2B marketers arsenal, the ability to understand your audience and deftly predict their needs and hangouts. This session explores the pitfalls of building personas, when (and when not to use them) and explores alternative strategies to building actionable customer insights.
14.45 - 15.15
Patrick De Pauw
Empowering your great content focuses on how to create relevant content for your audience. And how you can share this content by using Social Seeder.
15.30 - 16.00
This session will focus on what clients should expect from their digital teams – internal or agency - over the entire life cycle of a project. How should a digital team go about finding out your needs? How should your relationship function while the product is being built? What quality assurance measures should you expect? What about ‘after care’ and the product’s KPIs? Come and find out how to get the best results.