Seminar Theatre 9
Please note: The below schedule is from the B2B Marketing Expo 2019. The 2020 schedule will be released closer to the event.
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Wednesday
11.00 - 11.30
Mindy Loverin
ShutterstockTargeting the World: Scaling Visual Content Marketing
Microtargeting with singular messaging has become the new norm for marketing campaigns, however today one-size-fits-all messaging is not effective when speaking to a global audience. Yet targeting customers on a customized and local level is a resource heavy task. The challenge is creating branded visual content at scale that is cost-effective and engaging. In this session, discover tools and strategies adopted by major brands to create successful, brand marketing campaigns.
11.45 - 12.15
Danny Denhard
JustGiving20 lessons from 20 years in Marketing
There are so many lessons we fail to learn from, learn from my twenty years in marketing, especially those mistakes so you don’t have to.
12.30 - 13.00
Dr Dave Chaffey
Smart InsightsPractical B2B Digital Marketing Trends and Techniques
Learn about the latest digital marketing techniques to give you and your business an edge in 2019 and beyond. Digital marketing strategist and author of Digital Marketing Excellence, Dr Dave Chaffey will share examples from B2B businesses who are successfully integrating these cutting-edge inbound marketing techniques, including Smart Insights.
13.15 - 13.45
Linus Gregoriadis
London ResearchTrends in B2B Marketing and Online Lead Generation
This presentation by London Research Director Linus Gregoriadis will focus on the topic of B2B Online Lead Generation, based on a survey of marketers carried out in early 2019. The research, carried out in partnership with ON24, will look at what B2B marketing leaders are doing differently from their peers, covering everything from content strategy through to the most effective channels and formats for generating high-quality leads at scale.
14.00 - 14.30
Scott Brinker
HubspotThe New Rules of Marketing Technology & Operations
Marketing technology and operations has been accepted as a critical function for executing successful marketing programs and delivering a remarkable customer experience. In this keynote, Scott will distill "The New Rules of Marketing Technology & Operations" embraced by best-in-class marketing teams for (1) centralization, (2) automation, (3) decentralization, (4) humanization, and (5) continuous change. These might sound paradoxical, but that''s where the magic of modern marketing operations happens.
14.45 - 15.15
Gordon Glenister, Chelsea Carter, Adanna David and Scott Bass
BCMA/WhalarThe Influencer Debate: Why Influencer Marketing Should Be an Essential Part of Your Marketing Strategy
This engaging panel debate will discuss the merits of why brands work well with influencers and we will share some of great case studies from top influencer agency Whalar and two of their stars.
15.30 - 16.00
Rachel Aldighieri
The DMAPrivacy is a Core Brand Value of a Customer-centric Business
Highlighting the opportunity the UK marketing industry has to use GDPR to build trust with consumers through accountability and transparency, ultimately leading brands to have stronger relationships with their customers. GDPR should not be seen as just new rules to adhere to, but as an opportunity for transformation to become a more customer centric organisation. Getting the balance right is critical to building trust as we move forward.
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Thursday
11.00 - 11.30
Jack Dyson
SAPContent that Works. How the Original Hacks Can Save Marketers
In this session, you will learn how to squeeze the full value from your content and save your campaigns. Don’t tell stories, sell what you know by creating B2B content that’s bold and brilliant, not bland and boring! Jack will address B2B as a premium purchase, explaining how to make couture content that works, and puts your customers first.
11.45 - 12.15
Waheed Warden (MCIM)
FujitsuABM – what it is & how to do it in B2B services
Fujitsu has been using ABM as a key part of its marketing strategy for several years, with demonstrable results. In this session, learn how they do it, how they integrate with sales, and the pitfalls to avoid.
12.30 - 13.00
Gordon Glenister
www.gordonglenister.comMembership – How a Membership Model will Generate More Engagement, More Income and More Clients for You
This lively session will explore a number of different membership formats which will help you consider why membership could work for you. There will be loads of great tips and case studies for those already running membership schemes to help engage your audience more.
13.15 - 13.45
Preethi Sundaram
LinkedInTechnology Buying Today – How are your customers thinking about purchasing Tech?
LinkedIn conducts the largest research in the world into Technology purchasing every year. We look at what factors determine whether your technology will make the short-list or not.
14.00 - 14.30
David Beard
Sage plcCRM: Technology alone is not the answer. So, what is?
“The more information a company knows about his customer or prospect, the more effective it can be. Yet investing in technology does not deliver the effectiveness in isolation. Attend this session to learn how insight into your own business can maximize the effectiveness of CRM initiatives."
14.45 - 15.15
Sophie Hewitt-Jones, Benjamin Cooley, Emily Clayfield, John Cooper and Martin MacConnol
CMA PanelKeynote Panel: Using Content Marketing to Build Trust
Our panel of experts will discuss how using content marketing effectively can build trust with your B2B audience. Hear how using content can create lasting, meaningful engagement whilst successfully guiding leads down the funnel, from awareness to purchase. Our speakers will touch on the many facets of content ranging from video, print, case studies and telling visually led data-driven stories.
15.30 - 16.00
Jon Birrell
BPMAHow Brands Grow When They Use Premiums
Jon's session will explore examples of where premiums have grown or changed brand perception, demonstrating how brands improved through merchandise and premiums.
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