Seminar Theatre 6
11.00 - 11.30
How to crack ROMI and other marketing fairytales...
76% of CMOs report the complexity of measuring marketing performance and sales attribution is severely impeding their ability to grow, make informed decisions and take appropriate risks. But ever-increasing digital channels are here to stay, and the stakes have never been so high. Simply put, proving ROMI is a reality that every CMO must face. Learn how to master that goldmine of data you have been sitting on, and unlock its full potential to clearly demonstrate the value of your marketing contribution and finally prove that ROMI really isn't the elusive fairytale you perhaps first thought it would be... 3 Key Takeways: - Overview of the marketing tech landscape and what''s on the horizon - Empower successful data driven decisions by fully understanding your end-to-end marketing activities - How to crack ROMI and prove that marketing is vital to your organisation's success
11.40 - 12.10
Why Everything You Know About B2B Marketing is Wrong
As B2B Marketers, there are certain tactics we've been led to believe are the gold standard for achieving everything from brand awareness to MQL generation. For the most part, these methods have been accepted at face value with very little critical evaluationâ€¦ but what if they're not all they're hyped up to be? What if I told you some of the most successful Marketers were doing exactly the opposite of what's labelled 'best practice'. In this presentation, we'll take a critical look at the state of B2B Marketingâ€¦ flaws and all. 3 Key Takeaways: - A look at the current paradigm of B2B Marketing Best Practice - Where B2B Marketing is going wrong - Case studies of how to do B2B marketing differently
13.00 - 13.30
Insights for Professionals
Understanding B2B Buyer Behaviour: What they say vs What they do
B2B technology buying is a complex, unforgiving process. Senior decision makers need to navigate stakeholders, manage budget cycles, and justify their choices. Join us as we step inside the mind of a director with a dilemma… Insights for Professionals have conducted detailed panel research into how and why buyers make their decisions. We’ve then taken it a step further and put their words to the test by comparing it to how they consume content. 3 Key Takeaways: - How do senior B2B professionals research topics? - What drives them to make a purchase? - How can you engage them to consider your brand?
13.40 - 14.10
Lead Generation & ABM – The MQL is dead. Long live the MQA.
What's more important in B2B? Understanding what an individual is engaging with, or understanding what a whole business is engaging with? Of course the answer is the latter, after all businesses purchase as teams, not individuals. Yet for some reason, the majority of demand generation marketers are still fixated on qualifying individual leads. Mark Mills believes it's time that changed, and in this session will discuss the benefits of shifting to an MQA strategy and the tools, techniques and tactics needed to get there. 3 Key Takeaways: - Why marketers need to shift from MQLs to MQAs - The tools, techniques and tactics needed to implement an MQA strategy - Understanding intent data, and how it can improve results across marketing and sales
14.20 - 14.50
WoodWing Software B.V.
How marketers are using technology in creative productions
Marketers often say they want more. More time. More budget. More creative talent. But for most modern marketers, more isn't always possible. Their resources are often limited, and their production demands are always on the rise. Yet they have to proliferate content across countless channels, from social to websites to TV to print. As a result, they've turned to an array of tools, from digital asset management to design, to make their lives more efficient and manageable. In this seminar, you learn how marketers are using technology in creative production and how they can benefit from working as a publisher. 3 Key Takeaways: - Orchestrating workflow and processes for content creation is key - Technology isn't a replacement for human creativity - Mind-set of a publisher helps in storytelling
15.00 - 15.30
Incremental UX design — your new best way to more conversions
Meet the concept of incremental UX design and learn how you can use it to optimize the key marketing metrics of your online business. In this seminar, Leszek Zawadzki, entrepreneur and UX consultant, will show you how to make your online business better, by making small, predictable and measurable improvements to your conversion funnel. Put your users in the center of your growth strategies, learn how to define right conversion goals across your sales funnel and find out how all this can make your entire company culture more user-centric, data-driven, and result-oriented. And non-hyphenated. 3 Key Takeaways: - What is incremental UX design - How to leverage it in your marketing efforts - Key conversion objectives for ecommerce and SaaS businesses
15.40 - 16.10
Using SEO to Maximise B2B Lead Generation (With Real-life Examples)
Find out how B2B companies can build their website’s authority, to compete against the world’s biggest companies in Search Engines. We’ll be going through some real-world case studies and the process we’ve used to rank our clients at the top of Google in highly competitive markets. 3 Key Takeaways: - How to choose the right (high-intent) keywords to rank your website for. - How to create linkable assets to build backlinks (even in the most ‘boring’ industries). - How B2B companies can utilise Digital PR in their SEO Strategy
11.00 - 11.30
Fabio De Bernardi
Moving from manual data wrangling to an automated augmented analytics state of mind
It's 2020, the year the IIA predicted businesses using data will see $430 billion in productivity benefits over competitors who are not. But this is easier said than done, especially with organisations relying on data scientists being able to wrangle data, analyse it - often without an understanding of the business - visualise it, and present it to a non-data audience. Bad data equals incorrect analysis, invalid insights, wrong decisions and poor outcomes. The shift from manual data wrangling to automated augmented analytics is coming, and in our session we'll discuss how to attain this nirvana, using case studies. 3 Key Takeways: - Boost efficiency of data processes and fully capitalise on insights - Demonstrate the true value of data and data-driven decisions simply - Strategy for automising intelligent data processing, analysing, predicting, and optimising
11.40 - 12.10
Building A Brand Worth Millions
How much is your brand worth? How do you increase that value? Get a step by step guide to successful brand creation, repositioning or rebranding and brand-led marketing to deliver a measurable effect on the business bottom line, plus results from our recent brand survey of senior marketers. 3 Key Takeaways: - Get a step by step guide to increasing the value of your brand - Learn what your peers are doing with their brands - Compare this with best practice and your own situation
12.20 - 12.50
Crap content won’t cut it in 2020
Everyone is doing content marketing these days, so it's getting harder to cut through the online noise. We’ll provide actionable tips to create great content campaigns that deliver more and better leads for your business. If you are a marketer who is not getting the results that they hoped for, or a writer who wants to make their work more relevant, this session is for you.
13.00 - 13.30
Visual Trends 2020: Think Ahead
The project “Visual Trends 2020: Think Ahead” examines trends in visual communication to define how photography, graphic and web design will mirror the artistic, social, and tech movements around the globe. The project was prepared in collaboration with 12 leading international agencies that share their thoughts on the future of visual communication. Hear from the experts and be in the know about the latest trends, ideas, and movements.
13.40 - 14.10
Selling memories, not plane tickets: the power of email & automation
Perfectly timed content is the key to turning subscribers into loyal customers. Learn how TravelSupermarket uses email and marketing automation to create and send personalized email messages to always keep customers coming back for more. Get inspired by an industry leader and gather best practices that you can use for your own business to build a successful email and marketing automation strategy. 3 Key Takeaways: – Understand the value of marketing automation and how it can help you make your message targeting more relevant, improve your customer experience, and bring in more qualified leads. – Learn how marketing automation can help you deliver the right message, to the right person, at the right time, so you can start turning subscribers into customers, while also keeping your customers around longer. – Improve your customer knowledge and visibility into the customer journey with marketing automation
14.20 - 14.50
Building a Successful Content Marketing Strategy
A solid content marketing program should form the foundation of every companies marketing strategy, yet very few companies have successfully implemented one or feel that the one they do have in place could be improved upon. The introduction and execution of a successful content marketing strategy allows companies to build and earn trust with their audience, by distributing content that buyers find useful and presenting it at the right time as they move through the sales funnel. Although 41% of marketers aim to tie content to the buyer's journey, most businesses fail to produce content dedicated to each stage of the buying cycle. The fact that 85% of consumers trust solutions that guide them through the decision-making process rather than attempting to make the decision for them, while the majority of companies are focusing the majority of their attention and budgets towards the bottom of the funnel demonstrates a clear misalignment between consumers' buying preferences and companies marketing strategies. In this seminar, we will cover the fundamentals of what makes a good content marketing strategy and how to avoid common pitfalls many companies fall victim to when executing their plan. 3 Key Takeaways: - Understand the importance and benefits of a successful content marketing strategy - Learn the best practices for building and executing a successful and sustainable content marketing program - Learn common mistakes marketers make when implementing a content marketing program
15.00 - 15.30
Black Coffee Marketing
B2B? B2C? H2H? Isn’t it all just marketing?
Today’s digital world means that marketers have had to adapt how we help our clients reach their audience. Many of the old rules no longer apply. Many of the old techniques no longer cut it. We must cut through the noise, and drive benefit as well as awareness for our audiences. B2B? B2C? H2H? Perhaps it is time to think again…
15.40 - 16.10
How to squeeze 30% more out of a large business marketing budget working with the same team