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Annual Conference: B2B Marketing in the 21st Century - The Digital Revolution
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Format: One Day Conference Location: The Brewery, Chiswell Street, London, EC1Y 4SD Date: 18th November 2009 Price: £495+VAT per ticket Premium membership price: £420+VAT per ticket |
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Overview:
The digital revolution has taken place and its effects are rapidly changing the way you do your job. With a broader palate of channels available, including PPC, SEO, email, RSS etc, now more than ever, you need to be an expert across multiple disciplines.
Exploit the potential of digital marketing and reap the rewards|
By understanding how these new channels can add value to your business, you can ensure that you're delivering an effective marketing mix and guarantee your continual success: > Future-proof your marketing strategies and tactices to ensure that you deliver on your objectives > Improve your ROI by exploiting the cost-saving potential offered by digital marketing > Drive excellence in digital marketing by learning the latest in best practice > Reach a broader mix of decision-makers, budget holders and influencers, cost-effectively
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Pull Marketing:
The growing importance of search marketing allied with rich media and thought leadership content is increasingly turning marketing on its head, with brands focusing on ‘pulling' content towards their website to start a relationship, rather than ‘pushing' content out via ‘traditional' channels such as DM or email.
Social CRM:
As a technology, CRM has been much maligned, but as a philosophy it is more pertinent than ever for B2B companies. Social CRM attempts to drag CRM into the 21st century, using the enormous potential of social networking sites and online communities to drive deeper and more profitable engagement. Can it transcend the hype?
Influencer Marketing:
Influencer marketing has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers e.g. gate keepers, and orients marketing activities around these influencers, thereby providing the opportunity to increase revenues and improve ROI.
The day will then be topped and tailed by keynote speakers and ends with a lively panel debate. Don't miss out on how you can learn and apply the latest techniques in digital marketing and deliver real success.
Agenda
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8.30 - Registration & Coffee 9.00 - Welcome & Introduction - Joel Harrison, Editor, B2B Marketing 9.15 - 09.45 - Keynote Speaker Lorraine Stone, Head of B2B Marketing, O2 Theme one: Pull Marketing 09.45 - 10.15 - The Changing B2B Buyer: A New Challenge (and Opportunity) for B2B Marketing Will Schnabel, Vice President and General Manager, International Markets, Silverpop There are many challenges facing B2B marketers today, but they are almost all traceable to one inflection point - a fundamental, Internet-age shift in power that has taken place. Today, the B2B ‘buying unit' has immense information-based resources at its disposal. Couple this with an accountability and transparency mindset, and the result is a B2B buyer that is now calling the shots ... not the B2B vendor. The implication is a new B2B marketing dynamic that demands responding to customer ‘pull' over a traditional marketing ‘push' mentality. Buyers increasingly set the ground rules on when and where they will engage. Buyers also increasingly turn to trusted third parties for education (including via blogs, Twitter, and other social media), not sales people ... whom they engage with throughout the various stages in their process. This means B2B marketers must focus heavily on ‘getting found,' nurturing prospects and managing pre-sales buyer dialogue. This presentation will focus on helping B2B marketers better understand and respond to this 'brave new world' of B2B marketing, and it will make a case for the critical importance of well defined lead management processes combined with marketing automation in this new world. 10.15 - 10.45 - Case Study - Oracle EPM TV & Social Media for B2B Brands Pamela Edmond, Professional Services Director, Volume Group & Katie Colbourne, Marketing & Social Media Analyst, Volume Group With the emergence of Enterprise Performance Management (EPM) in the enterprise solutions market, Oracle wanted to take a leadership position with reference to EPM as a term. Volume was tasked to deliver an overall brand and thought-leadership strategy that placed innovation at the centre of their marketing approach. With the growing importance of social media within a business context, Volume set about developing a strategy that would engage business leaders and a wide variety of decision makers across industries and roles affected by EPM issues; open up the challenging debates already taking place across existing social media platforms; and ultimately driving users to a dedicated web TV channel. EPM TV is where executives from across sectors can interact online in the EPM focused social media hub, collect the latest updates, post content and join the myriad of EPM specific forums and groups. This session will look at how social media and web TV have combined to deliver ROI of 1:86 in the first quarter of launch, for this leading global B2B brand. We will explore how the launch campaign used display advertising on Linked IN and Xing, group postings, tweets from integrated twitter accounts, Facebook and YouTube seeding; along with the ongoing management of video content and the monitoring of user-generated content. 10.45 - 11.15 - Break Theme two: Social CRM 11.15 - 11.45 -Best Practice Tom Chapman, Headstream Introduction to Social CRM and developing a Social CRM strategy. How to leverage brand advocates through incorporating customer communities, social networks and traditional CRM systems and understand the next generation of customer engagement. 11.45 - 12.30 - Case Study: David Beard, Pre-Sales Manager and CRM Evangelist Sage CRM 12.30 - 14.00 - Lunch Theme three: Influencer Marketing 14.00 - 14.30 -Best Practice: James Hanson, Noiseworks 14.30 - 15.00 -Case Study - Cisco WebEx Campaign Drew Nicholson, Joint MD, DNX Drew will be presenting their successful Cisco WebEx Campaign, ‘Pass The Ball'. The campaign launched a change in global strategy for Cisco WebEx in order to increase the reach of their product globally and shape the market going forward. The case study will give an overview of the campaign and the results it achieved. 15.00 - 16.00 -Keynote Speaker Professor Merlin Stone The digital landscape for the B2B Marketer - looking forward a few years. 16.00 - 16.45 -The Big Debate hosted by Scot McKee, MD Birddog and Chris Wilson Traditional forms of B2B Marketing are dead - brands must migrate to digital or suffer the same fate. Scot and Chris take the floor to present both sides of the debate before taking questions from the floor. 16.45 - 17.00 - Summary and close
Keynote SpeakersLorraine Stone, Head of B2B Marketing, O2 SpeakersWill Schnabel, Vice President and General Manager, International Markets, Silverpop David Beard, Pre-Sales Manager and CRM Evangelist Sage CRM Pamela Edmond, Professional Services Director, Volume Group Katie Colbourne, Marketing & Social Media Analyst, Volume Group Drew Nicholson, Joint MD, DNX Scot McKee, Managing Director of Birddog
Click here to book your place now or call 020 7438 1379
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