The 9th IDM B2B Marketing Conference:
New World, New Values, New Order

• Why good business is better business: why transparency and authenticity are the new rules of modern business
• Think global, grow faster: what smaller companies can learn from the “big boys” (and vice versa)
• Understanding today’s digital exhaust: how leading innovators are using a dynamic customer view to drive campaigns
• Automated lead nurturing: this time it’s personal! Strategies that really do fine-tune the needs and demands of today’s B2B buyer
• How to become a socially-enabled business: taking the virtual world to the next level and putting it at the heart of your strategy
• Trust in the Cloud: compliance and security issues plus a 5-point guide to the new cookie legislation

All this includes 4 break out sessions, plus there’ll be a lively Panel debate: Hire or hone? When there’s a skills gap to fill, is it better to recruit a ready-skilled specialist, or invest in training up your in-house talent?

09.00: Chair’s welcome
Debbie Williams F IDM, B2B Marketing Consultant and Chair of the IDM B2B Council

09.10: Opening keynote: Why good business is better business
Kate Robertson, UK Group Chairman, Euro RSCG Worldwide

What unites people is greater than geographical distance and national distinctions. Presented by one of business' global leaders in advertising, this session will inspire and motivate as it examines the importance of the roles of global businesses and global institutions.

Key learnings:

• Big is good: the more successful a business is, the more impact it can have
• From image to reality: transparency and authenticity are the rules of modern business
• Leaders can’t opt out: progressive leaders make clear that it is possible to do good and do well; they put corporate social responsibility at the heart of business strategy rather than leaving it in a silo
• Creating good: the business world is witnessing the rise of the social entrepreneur
• We-volution: the shift from control to collaboration. The most successful businesses will be those that collaborate and share the most, not those who control the most
• The age of damage: business that is not socially responsible will suffer as a result of this failure

10.00 Plenary: Change Now or Die - why we all need to go faster, be global and become marketing entrepreneurs
Simon Devonshire, Director, Wayra Europe (Telefonica)

Driving forward new business ideas and themes can be tricky but learning from others, whether they are a blue chip organisation or SME, you can prompt new ways of thinking to really make a difference. Thinking global doesn’t have to be daunting so this engaging session will show you what can be achieved.

Key learnings:

• A guide to how big companies must think differently and become more entrepreneurial
• Stimulating generation development - not invented here is a good thing so find out how to cultivate global talent to boost your business
• Effective results and takeaways on what small companies can learn from the big boys’ marketing techniques (and vice versa)
• Learn how to overcome barriers such as human nature’s resistance to adapting and changing

10.40: Coffee

11.00 McKinsey Plenary – Find Big Growth in Big Data

Big data can and has opened up astonishing marketing and sales opportunities. The leaders in this area have successfully answered one question – “How do I find the growth from the mountain of Big Data?” The answer lies in:

• Collecting data from multiple sources and generate insights through experimentation
• Developing unique insights for marketing and repositioning the brand marketing
• Getting personal in selling
• Putting big data at the heart of marketing and sales

Manish Goyal and Jigar Patel (from McKinsey & Company) will share perspectives on how to use big data to capture marketing and sales opportunities, including findings from the newly published book: Sales Growth: Five Proven Strategies from the World's Sales Leaders.

11.40 Plenary: Global market, Local thinking – understanding the complexities of global cultural differences
Nick Hague, Managing Director and a Founder, B2B International

We tend to have a human instinct that, ‘deep inside’, all people are the same – but they’re not. Whether you’re launching a product or trying to satisfy customers, in order to avoid making some very bad decisions in this global marketplace, it‘s vital to understand individual country differences. The differences might be cultural, behavioural or attitudinal, but before taking action, you need to know what they are.

Key learnings:

• Discover key B2B pointers which will help in making the transition into the international space much easier
• Examine the challenges of global expansion but also how, if done well, there are benefits to be had from thinking outside of the box
• Keeping a strong brand image and reputation is essential but a lack of understanding of different global cultures can cause huge damage – find out how to avoid common mistakes

12.20 Panel session: Hire or hone: what’s better for good marketing? Outsourced, ready-made skills, or in-house talent development?

Chair: Paul McCarthy Hon F IDM, Council Chair and IDM Director of Marketing Capabilities
Panel: Richard Bush, CEO, Base One Group
Nick Eades, Chief Marketing Officer, Psion
Lawrence Mitchell, Marketing Director, Reed Business Information
Richard Perry, Partner, founded (founded.com)

In today’s always-on, need-it-now economy, marketers are under evermore pressure to deliver fast, results-driven, innovative campaigns. But what if you have skills gaps where you know there are opportunities? Is it better to recruit a ready-skilled specialist, or invest in training up your in-house talent? Outsourcing gives you agility, flexibility and a fast track to ideas and innovation – but is it storing up trouble for future in-house talent? Our expert panel will be exploring all the options and help you choose the right approach for your business.

13.00: Lunch

13.55 & 14.30: Breakout sessions

Streams and practical breakout sessions are repeated allowing delegates to attend two out of four. Each stream is 30 minutes.

Stream 1: How to become a socially enabled business – adapting for change by bringing the virtual world to life
Annemieke Bossen, Head of B2B Marketing, KLM

Based on real examples and case studies, this session will take a deep look at social media trends focusing on taking the virtual world of media right up to the next stage. Engaging with customers face to face having used social media to track customer-focused buying trends really does make a difference.

Key learnings:

• Discover how integrated social media as part of the business marketing strategy can really add weight to your campaigns
• How to assess your customers’ current social media experience and make it work far more effectively for B2B
• Harnessing the very real potential in the next stage of social media B2B marketing to make you stand out from the competition

Stream 2: Trust in the Cloud - compliance issues surrounding the cloud and a practical session on the new Cookies Regulations
Christine Andrews, Managing Director, DQM Group Ltd
David Reed, Editor, DataIQ

This detailed stream will highlight some of the compliance and security issues surrounding cloud based services, e.g. privacy of personal data, data security, the impact of service failures, data migration and working with Third Parties. As part of session there will be a 5-point guide and takeaway on the implications of the new Cookies Regulations and what these mean for your business.

Key learnings:

• How to understand compliance and security in the next generation of IT services
• Creating strategies suitable for your business model knowing what you can do to think differently
• Repositioning your data governance policies to take advantage of new cloud benefits and, at the same time, being aware of the challenges
• 5-point guide to take away on the implications of the new Cookies Regulations

Stream 3: Empowering the SMEs for good business
Ryan Higginson, European Vice President, Supplies, New Customer Acquisitions and SMB Strategy, Pitney Bowes

SME businesses represent substantial growth areas, but whilst communicating efficiently and protecting their existing customer base, they sometimes struggle with how to promote themselves and attract new customers. Where do they invest their marketing budgets, and how can you help them to maximise that investment in a time of growth?

Key learnings:

• Understand the SME mindset and market to know where best to direct your marketing budget
• Take away concise new thought processes based on unique research
• How to measure investment vs growth potential
• Using tested models to attract new customers and finding opportunities

Stream 4: Automated lead nurturing: this time it’s personal!
Will Schnabel, Senior Vice President of Business Development, Silverpop
Adam Sharp, Founder, CleverTouch

Right message. Right Person. Right Time. Right… it’s a great aspiration but how can it be done? Dynamically-generated email messages, dynamic content and adaptive lead nurturing campaigns get us closer than ever to that ideal. Silverpop peels back the curtains on its own lead nurturing programs which are driving the business forward whilst reducing demand on human resources and marketing budget.

Key learnings:

• Get top tips on what to do before embarking on automated marketing from people to processes
• Learn from Trend Micro on what they did to make sure they achieved return on investment from taking a new dynamic approach
• Explore how tracking and using website and page data can help you gain a better understanding of customer profiles
• Examine segmentation programmes and new strategies that really do make a difference in fine-tuning the needs and demands of customers and future prospects

15.00: Tea

15.20: Plenary: Becoming a socially enabled business: the impact on the organisation
Neil Woodcock, Chief Executive Officer and Chairman, The Customer Framework

What does it mean for B2B companies to be socially enabled? How are working methods, targets, measures and culture changing? Does it vary by sector? Using The Customer Framework’s experience, coupled with 2012 research amongst blue chip organisations across the world, the session will explore the impact on organisations of becoming ‘socially enabled’.

Key learnings:

• Understanding the challenges, opportunities and pitfalls to avoid in becoming socially enabled
• Breaking down the business silos – looking at the challenges and discovering the benefits
• How to measure the impact of change on culture and structures within your organisation

16.00 Plenary: IBM case study: Real Time Marketing – the Rugby World Cup story
Pete Jakob, UK and Ireland Brand Manager, IBM

Bringing science to the art of advertising, this fascinating session reveals how real time data allowed IBM to use customer channel preferences to dynamically drive the Rugby World Cup sponsorship campaign - and others. Discover the key campaign elements that engaged business people as consumers, including visitor journey mapping and real time visitor traffic measurement.

Key learnings

• Understanding the importance of tracking the customers journey
• How to use insight to be proactive and adapt the mid-campaign content
• Discover the benefits of the campaign and how to measure success
• Using tools and trends in other marketing campaigns – a personal guide to making the most of everything!

16.40 Closing plenary: Maximising value in the B2B mobile channel
Mark Mason, Founder and Chief Executive Officer, Mubaloo

Using case studies that include Experian, Global Radio and Sage, Mubaloo reveal inspirational creative techniques that B2B companies are using to gain maximum ROI from their mobile strategies. The session will offer a view from the coal face, illustrating how businesses and brands can add real value with creative content and bespoke mobile apps.

Key learnings:

• What B2B businesses are currently doing to make the most of the mobile channel
• Understanding how to avoid common and costly mistakes when considering your mobile strategy
• A step by step practical approach to creating and using targeted content to engage with prospects and existing customers
• How B2B businesses can add value and maximise ROI through the use of bespoke mobile apps

17.20 Chair’s closing remarks

17.30 Wine reception

18.30 Conference close

Chair

Debbie Williams F IDM, B2B Marketing Consultant and Chair of the IDM B2B Council
Debbie is an independent Marketing Consultant with over 12 years of international client side experience, primarily in the ICT sector. Her expertise includes strategy, multichannel campaigns, marketing automation, lead management, nurture and conversion, sales alignment, plus ROI measurement. She is passionate about challenging the norm to effect positive change. Her clients include the IDM, Vodafone, Mardevdm2, Aprimo, ITV and Tidalwave. Debbie is Chair of the IDM B2B Council, a seasoned conference speaker, tutor and trainer.

Speakers

Kate Robertson, UK Group Chairman, Euro RSCG Worldwide
Kate is the co-founder of internationally recognised forum and conference One Young World. Kate studied law at the University of Cape Town before getting into selling radio advertisement space for an independent radio station and realising she excelled in communicating ideas to people. She moved from sales into advertising and worked for a number of large agencies including J Walter Thompson, Lintas, Bates and Scholz, culminating in her current position: UK group chairman of Euro RSCG Worldwide. In this role she runs twelve companies within the UK spanning a range of marketing communications disciplines from advertising to financial public relations. In 2008 she created One Young World, in response to her boss’ David Jones CEO of HAVAS insistence that companies should do good in order to do well. One Young World brings together young future leaders and gives them a voice to affect change among governments & businesses worldwide. One Young World is becoming the world’s premier forum for young leaders, with 114 countries represented in 2010. The forum was attended by noted humanitarians including Kofi Annan, Desmond Tutu and Bob Geldof. Their support has enabled the credibility of the forum and last year the conference hosted 194 countries and 1500 delegates. The University for the Creative Arts is delighted to award Kate Robertson with an honorary Master of Arts.

Simon Devonshire, Director, Wayra Europe (Telefonica)
Simon ran the SME division of O2 for five years, a £750m P&L - doubling the number of business customers in that time. He was recently appointed to the new position of launching Wayra (a Telefonica company) who are the biggest incubator and accelerator of businesses, on earth.

Jigar Patel, Associate Principal, McKinsey & Company Business Technology Office, London
Jigar works with Global Pharma and High-Tech Companies on a range of commercial topics, and leads McKinsey's Pharma Multichannel Marketing and Sales Practice in EMEA. Previous experience includes sales strategy, sales effectiveness, commercial operations and multichannel commercial models across developed and emerging markets. Prior to McKinsey, he founded and managed a web-startup, and has completed a PhD in Artificial Intelligence.

Manish Goyal, Associate Principal, McKinsey & Company, Dallas and Leader of McKinsey’s “Big Data in Sales” Project
Based in Dallas, Manish is a leader in work around Big Data in Sales. In particular, Manish leads thinking around Micro-Market Management, which is focused on identifying micro-market level opportunities and aligning resources to capture these opportunities. Manish has served clients across a range of industries on this topic – including logistics, waste, chemicals and retail. He has also led the development of proprietary McKinsey tools in this area and has authored multiple articles on the topic.

Nick Hague, Managing Director and a founder member of B2B International
Nick is a geologist and scientist by training, turned market researcher. Nick is a regular writer on marketing issues including white papers on business best practice and customer satisfaction. He has recently been identified as one of the UK’s eminent young business leaders by ‘Who’s Who International’ and in 2010 has been included in Insider’s list of 42 under 42 (a celebration of young entrepreneurs). He is also co-author of the book “Market Research in Practice” published by Kogan Page, a market research handbook for the US, European and Asian markets

Paul McCarthy Hon F IDM, Council Chair and IDM Director of Marketing Capabilities
Paul started his career on the client side – culminating at American Express as Marketing Director for the UK Card Division. He then founded two top ten UK direct marketing agencies: McCarthy Cosby Paul (MCP) and McCarthy Bull Oliver (MBO).

With broad sector experience (from automotive and CPG through financial services and IT to rail, telecoms and utilities) and a solid foundation in accountable marketing, Paul’s skills have been developed to include strategic planning, new product development, brand development, marketing communications and distribution and marketing evaluation.

He is also experienced in Marketing Capabilities Management, having helped develop and deploy the IDM’s MCap marketing capability framework and undertaken global assessment and development assignments – particularly around digital marketing.

Paul is currently a non-Executive Director of the Institute and Managing Principal of IDM Consulting – undertaking strategic marketing consultancy with multi-national blue-chip corporations. He was elected to Honorary Fellowship of the IDM in 1999 and has been on the Institute’s Board of Examiners for seven years.

Richard Bush Dip DM, CEO, Base One (B2B Marketing Agency of the Year 2007)
Richard has been Managing Director of Base One, a specialist B2B brand and communications agency, since 2000. Previously, Richard held a number of senior client-side marketing positions. A passionate B2B marketer, Richard is an active contributor to a number of industry bodies including the IDM, the IAB and the B2B Hub.

Nick Eades, Chief Marketing Officer, Psion
Nick has been the Chief Marketing Office at Psion plc since early 2009, and is part of the new leadership team behind the company’s growth strategy. Psion has since been recognised for its industry leading online Community, its new Brand and Open Innovation business model. Prior to Psion, Nick spent several years in the telecoms sector, latterly as VP Marketing EMEA for Nortel, preceded by marketing leadership roles at Avaya and BT. In the core IT market, he was Marketing Director at Dell for 5 years and began his career with over 10 years at IBM, working in the IBM PC business from it’s inception in the mid 80’s, both in the UK and at IBM’s European Headquarters in Paris. Nick is also a Fellow of the Chartered Institute of Marketing.

Lawrence Mitchell, Marketing Director, RBI
Lawrence's career spans over 15 years and includes both B2B and B2C experience, with an emphasis on using online channels to market. Lawrence has held leading roles for a both start-up and blue chip organisations including the Financial Times Group and Reed Business Information where he is currently Marketing Director.

Richard Perry, Partner, founded
Richard is partner at founded, a creative planning and strategy agency. Richard launched founded in January 2012 after leaving his previous agency Gyro where he was COO. His client expertise spans Europe, the Middle East, North America and Asia Pacific, and he has worked with businesses across the B2B and B2C spectrum including T-Mobile, Orange, Virgin, Oracle, Nokia, BP, AMEX and Shell.

Annemieke Bossen, Head of B2B Marketing, KLM
Annemieke is Head of B2B Marketing at the AIRFRANCE KLM Marketing department. Amongst others, she is primarily responsible for the marketing of the worldwide corporate benefits program of Air France and KLM BlueBiz. Annemieke received a golden EMMA in 2009 for Best Dutch Email Marketing Strategy for her BlueBiz lifecycle strategy and a bronze EMMA in 2010 for her innovative Anna campaign. Last year she has been busy with the repositioning the new B2B Communities Flying Blue Club Africa and Flying Blue Club China and bringing them fully up to date with the latest social media trends.

Christine Andrews, Managing Director, DQM Group Ltd
DQM Group has been at the forefront of developing data security and data governance solutions for the past 12 years. At DQM Group she is responsible for developing initiatives to help companies tackle data security and data governance issues and to ensure that any users of their data comply with their terms and conditions. In particular she is involved in ensuring large data owners benefit from a range of solutions to protect their data. Prior to joining DQM Group she was Senior Vice President for Cable and Wireless’s Global customer service running the company’s worldwide contact centres and before that spent 11 years in BT in a variety of senior sales and marketing roles. She has a passion for raising standards in direct marketing and is keen to ensure that standards in this market are continually challenged.

David Reed, Editor, DataIQ
David is the editor of DataIQ, the journal of data management produced by DQM Group, and course editor for the IDM Award in Data Management. He also founded The Data Governance Forum to represent, inform and connect end-user organisations which manage personal information and are looking to maximise its value to their business. David has a 20-year track record in journalism covering data and direct marketing in the UK. In recognition of this, he was elected to the DMA (UK) Roll of Honour in 2004, the only journalist and non-practitioner to join the list.

Ryan Higginson, European Vice President, Supplies, New Customer Acquisitions and SMB Strategy, Pitney Bowes
Finishing university in 1995 at the Hertford Business School, part of the University of Hertfordshire, Ryan graduated with an honours degree in Accountancy and Management Information Systems. Initially unsure of what path his career might take, he joined Pitney Bowes as a Field Sales Representative with the intention of obtaining some industry related experience. Quickly showing his interest in the business and ability to identify new opportunities, Ryan was soon promoted to the Marketing Department where he obtained his hands-on experience of delivering all elements of the marketing mix – from direct mail to exhibitions, advertising and more. His days in direct sales allowed him to understand what customers were looking for and then adapting the marketing material to reflect this. Ryan soon progressed to other positions within Pitney Bowes, taking on more of a management role and expanding his remit to other areas of the business and his career within the company during the following 11 years has meant that he has been exposed not only to the UK market, but also International, now being European Vice President; Supplies, Customer Acquisition and SMB Strategy responsible for this business across Europe. Ryan’s position with Pitney Bowes today has culminated from years of hard work and commitment, with a strong thirst for understanding and supporting SMB businesses with products and services that can support and grow their organisations. Ryan’s is a real success story that depicts what hard work and dedication can deliver in terms of career progression, with a company that supports the growth of Senior Management positions from within their ranks.

Will Schnabel, Senior Vice President of Business Development, Silverpop
As senior vice president of business development, William Schnabel is responsible for growing and driving deeper integration with Silverpop's extensive ecosystem of technology, service, and reselling partners, helping customers reach even higher levels of value through Silverpop's marketing solutions. Previously, he served as the company’s head of international markets, overseeing Silverpop's international operations and expansion strategy across Europe and Asia. In addition to his role as the head of Silverpop’s partner organisation, William also serves as Silverpop’s Managing Director of EMEA, overseeing all business operations in the georgraphy from the company’s European headquarters in London.

William joined Silverpop in 2007, after the company’s acquisition of Vtrenz where he served as president and CEO. Upon joining Silverpop, he assumed responsibility for overall operations and product direction of Silverpop's Engage B2B solution, an industry-leading demand generation and lead-management platform.

Prior to Vtrenz, William served in an executive capacity at Accenture, a global management-consulting firm, where he provided strategic guidance to global 500 organisations on the application and implementation of advanced business technologies. He is a frequent speaker on the topics of digital strategies, marketing automation technologies, and the influence of SaaS-based solutions on optimising business performance.

Adam Sharp, Founder, CleverTouch
Adam founded CleverTouch in 2008, a pan-European company specialising in Marketing Automation best practices and deployment.

CleverTouch has helped over 75 customers including American Express, The Economist, Trend Micro, Reed Elsevier, Oracle, Elsevier, and D&B deploy Marketing Automation effectively.

Adam has held various Senior Marketing Management positions for B2B organisations such as IBM, Iron Mountain, and Quantum as well as operating in more entrepreneurial environments, including a Larry Ellison VC-backed start-up, which was subsequently acquired by Oracle.

Neil Woodcock, Chief Executive Officer and Chairman, The Customer Framework
Neil is 'one of the Europe's leading experts and authors in Customer Management' (quote from the IDM). His background in Mobil, Unilever, Accenture and McKinsey has provided him with the knowledge and experience to advise companies, practically, about how to improve bottom line profit through more effective and efficient Customer Management. He has an ability to rapidly understand and identify critical issues in Customer Management. His passion is to encourage CEOs, analysts, economists and stockbrokers to understand the vital role of Customer Management in long-term sustainable corporate performance. His latest research findings show that the step change in Customer Management over the last few years has been significant and he spends most of his time helping large organisations 'prioritise the possibilities' offered by near real time customer management, the deployment of insight, the shift in the locus of control of relationships towards the customer, the integration of social and CRM, the need for business agility and the focus on the active management of structured and unstructured data.

Neil co-founded QCi Ltd and CMAT (the world's leading benchmarking tool) helping steer the company to become one of the leading niche consultancies in the world, operating across the globe. He was Chairman of QCi, acquired by the WPP group in 2001. His work with one client resulted in the client saying 'for me, it was a life changing intervention' (MD, US listed company, July 2008). Neil has co-authored 5 books, various reports and numerous articles on Customer Management. He is on the editorial board of leading journals and is an honorary fellow of the IDM. He is a regular speaker at conferences, at home and overseas.

Pete Jakob, UK and Ireland Brand Manager, IBM
Pete has been with IBM for over 25 years, in both sales as well as marketing roles at a UK, European and Global level. His experiences have included product marketing, channel marketing, new market development. He thrives in areas of change and uncertainty and most recently has been leading critical transformaton projects around the areas of marketing automation, lead nurturing and marketing database. Pete is driven by a passion for the B2B marketing profession along with a relentless curiosity to explore new ideas and approaches.

Mark Mason, Founder and Chief Executive Officer, Mubaloo
After gaining a degree in electronic engineering and a diploma in marketing, Mark worked in the semiconductor industry with a company called Inmos. It was in this role that he saw the opportunity to set up an agency that specialised in working with technology companies. In his late 20’s Mark co-founded a digital marketing agency called Mason Zimbler. The agency became the largest player in its market employing over 60 employees and working with clients that included Microsoft, Google, Toshiba and EMC. In 2007 he sold the business to the US marketing services company, Harte-Hanks.
Owning an iPhone himself, Mark then spotted the opportunity to develop apps for the B2B, B2C market. In late 2009 Mark set up Mubaloo. The business is currently enjoying rapid growth, employing over 50 people and having developed over 130 for clients including Hargreaves Lansdown, RBS, Samsung, Allianz, Channel 4 and William Hill.

The conference takes place at The Commonwealth Club, 25 Northumberland Avenue, London WC2N 5AP. Just minutes from Trafalgar Square, this venue is rich in history with a fresh contemporary twist.

"Don't have time to keep up-to-date with changes in B2B marketing? Attend the IDM conference and get everything you need in one day - ideas, content, debate and contacts."

Andy Topliffe, EMEA Marketing Communications Leader, Honeywell

"The IDM B2B Conference is a great way to find out how other relevant businesses are leveraging direct and digital marketing to great effect and it's always 'bang on trend' with the latest communication menthods."

Sam Rudland, MD, Essential Communications