The fourth Annual IDM B2B Marketing Conference 2007: Understanding the personal tastes of today's business buyers
The B2B marketing landscape is changing. The UK has seen a rapid boom in the entrepreneurial culture. Small businesses are proliferating with the SME sector worth an estimated £10 Billion in early 2007. At the corporate end, there's a continuing move towards outsourcing, managed services and centralised buying. But how will all this affect your business in 2007?
Headline Sponsor
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Marketing and Media Partners
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Conference programme
Conference Chair:
Shane Redding Hon F IDM, Chair B2B Council IDM. Director, Think Direct
Shane is an independent consultant with over 18 year's international consumer and business-to-business direct marketing experience. Her company, Think Direct, specialises in data and direct media. Previously, she was Sales Director of Mardev, the leading international list brokerage and management company. Shane was responsible for the sales and marketing of all Mardev lists and her clients included major international companies such as Time, McGraw Hill and IPC Magazines.
Understanding the needs of business buyers
Michael Kehoe, Head of Broker and Commercial Direct Marketing, Zurich Financial Services.
Michael explored different ways of understanding the needs of business buyers by involving both customers and all functions of an organisation in the process. The growing role of the Internet, the importance of capturing and acting on customer complaints, understanding the customer journey and the need to recognise that customers may choose more than one channel when they interact with an organisation were all covered.
The future is personal: The journey starts and ends with the customer.
David Silke, EMEA Marketing Leader, Nortel
Most B2B organisations seek to increase customer lifetime value and improve customer retention, but what must marketing, and the rest of the organisation, do to make it happen? In this illuminating session, David explained the strategic marketing shift that Nortel undertook to evolve from a classic, product led company to a pre-emptive, customer-focused business.
How to leverage search engine management to improve results across all online marketing channels
Chris Warwick, Vice President of Acquisition Marketing, Hoovers
This session provided deep insights into search engine optimisation and how B2B marketers can use this knowledge to dramatically improve website traffic and click-through. Chris demonstrated how key words have the power to transform a good online response into a great online response. She explained how to identify the right words from your sales and marketing messages and then map them onto the words that are most important to your target customers.
Closing the disconnect between sales and marketing
Ian Redfern, Head of CRM, Cisco
B2B organisations are increasingly requiring their sales and marketing operations to work more closely together or even integrate. In this fascinating case study, Ian led delegates through Cisco’s journey along this relatively unbeaten path and offered some valuable recommendations and identified key steps marketers can take to reap the rewards that can be achieved through greater collaboration between sales and marketing operations.
Afternoon Stream 1 – Marketing to SMEs
Chair: Simon Lawrence F IDM, Founder and Joint Managing Director, Information Arts
Simon’s experience in the B2B industry spans 17 years and includes a variety of senior business development and commercial roles with organisations such as TDS Group and Emap Business Communications. He is a member of the IDM’s B2B Council and delivers a number of B2B training modules.
Stream 1: Speaker 1
How can you differentiate your B2B brand in an increasingly competitive market?
John Hill F IDM, UK Business Intelligence Manager, Office Depot
Like many B2B companies, Viking Direct operates in an increasingly competitive market space and a number of new market entrants have put its traditional catalogue business under considerable pressure. John shared his experiences and winning strategies in the excellent case study that provided lessons and insights that could be applied to any business whose competitive position is under attack.
Stream 1: Speaker 2
Going multi-channel – CORGI case study
Mathew Stammers, Marketing & Public Relations Director, CORGI
Many SMEs in the B2B sector wonder whether it always pays to invest in multi-channel communications or whether e-business is the preserve of big business. In this highly topical case study session, Mathew demonstrated how CORGI Direct (their direct marketing business) developed an affordable and effective digital marketing strategy aimed at trades people operating in the field. Mathew outlined the challenges encountered and shared the valuable lessons that he and CORGI Direct learnt along the way.
Stream 2 – Marketing to corporates
Conference Chair: Steve Kemish, Online Channel Manager, RM plc
RM plc is a leading IT supplier to UK Education. Steve is responsible for RM's internet strategy and in four years has launched and grown a £20M online business. He has worked predominantly in the B2B sector and has managed e-commerce strategy, development and deployment for over 7 years.
Stream 2: Speaker 1
The changing face of digital marketing in the professional services industry
Colette Mullings, Global Internet Marketing Manager, Clifford Chance
Session overview
The professional services sector has undergone radical change in the last five years and marketing now has a central role in developing and maintaining client relationships. Yet some still see the web and email as a 'nice to have' or something that is 'not necessary if we have a brochure'. In this session Colette demonstrated and explained how Clifford Chance utilised the power of the Internet to challenge traditional thinking and achieve wide-ranging marketing objectives.
Stream 2: Speaker 2
The marketing credibility gap – and how to close it!
Andrew Yates, Managing Director, EMEA, Aprimo
In many organisations marketing is suffering a credibility crisis. The impact marketing has in areas such as driving sales, building brand value and retaining customers is often taken for granted or undervalued. And as all marketers know, perception can be all powerful, especially when budgets and resources are being allocated. In this thought provoking session Andrew shared the findings of a recent survey of senior marketing executives which illustrates the challenges marketers face in proving their true value to the board.
The new B2B love affair
Paul Cash F IDM, Joint Managing Director, Tidalwave
Five key trends are shaping the future of B2B marketing. The first, and most significant, is the fact that data in B2B marketing is undergoing a huge transformation. The problem is most marketers have no patience with the analytics of data and many ignore it completely. Using examples from clients including HP, Canon, Nortel and MessageLabs, Paul gave some compelling reasons why you should fall head over heals in love with data.
Opening Minds - the selling power of creativity.
Chris Arnold is Executive Creative Director of the ethical marketing agency FEEL and Chairman of the DMA Agency Council.
As businesses have changed their focus to media, data and digital many have forgotten the power and importance of creativity in the mix. Achieving better responses and strengthening brands and customer relationships requires understanding the value of the role of creativity and emotional engagement. Chris argued that it’s never been more important for businesses to change the way they communicate and to embrace the psychological power of imagination and creativity.
Entrepreneurship in Britain today: understanding them and marketing to them
Doug Richard, Chairman, Library House. Investor on the BBC’s Dragons Den and Honorary Recipient of The Queen's Award for Enterprise Promotion
Are there more entrepreneurs in Britain today than ever before or does it just seem that way? The answer is probably a bit of both. Entrepreneurs have, not surprisingly, been quick to exploit the internet and the multi-media age to aid research, product development, promotion and distribution. Entrepreneurs can make great B2B customers, because as their enterprise expands, so too does their demand for all manner of products and services. The secret lies in winning their business early on.
In this session, Doug took delegates right into the mindset of the entrepreneur. He explained how you can spot which are most likely to present a rapidly developing business stream. Doug revealed how to overcome the unique challenge of marketing to some of the most creative, determined and fiercely independent business buyers you’re likely to encounter. And, of course, he shared a few amusing ‘insider stories’ from the Dragon’s Den television series that has brought hundreds of Britain’s entrepreneurs from their workshops into your living room.
Speakers
Michael Kehoe, Head of Broker and Commercial Direct Marketing at Zurich Financial Services
Michael is currently Head of Broker and Commercial Direct Marketing at Zurich Financial Services. In this role, he has responsibility for Marketing to private and public sector organisations who purchase insurance through a variety of channels and for consumers who purchase insurance via an intermediated channel. Prior to joining Zurich, he has worked for several different organisations including Orange, BT and Unilever in a range of Marketing, Business Development, Customer Service and Finance roles both in Britain and internationally. He has lectured at Cranfield Business School, is a Chartered Marketer and holds an MBA from Warwick Business School.
David Silke, EMEA Marketing Leader, Nortel
David’s responsibilities at Nortel span brand management, media and influencer relationships, web marketing, lead generation, campaign management, regional and field marketing, events, and corporate communications. He has more than 15 years of international marketing experience gained in the healthcare, hospitality, and telecommunications sectors. He holds a Masters degree in marketing and communications from Boston University and lectures frequently on international marketing and communications.
Chris Warwick, Vice President of Acquisition Marketing, Hoovers
Chris joined Hoovers in 2004 and is responsible for the overall performance of Hoover’s online and direct marketing efforts in driving qualified leads, unique visitor traffic and brand awareness. Previously, Chris served as Director of Customer Development for Bath & Body Works, where she was responsible for the development and delivery of customer communications including direct mail, e-mail, in-store and alternative marketing channels. Prior to this, Chris was Vice President of Consumer Marketing and Merchandising for Travelocity, where she drove the company’s CRM and database and customer relationship marketing initiatives. She holds a B.A. in Media Arts, Radio and Television, from the University of Arizona.
Ian Redfern, Head of CRM, Cisco
Ian has been at Cisco for more than a decade. He has devoted the last three years to building a truly comprehensive and highly effective system for developing, running and measuring marketing campaigns, right down to the sales revenue return level. To achieve this he has had to overcome a number of major challenges such as: the complexity of a pan-European organisation; cultural differences between IT departments and marketing people; and persuading those within sales and marketing who were not convinced about the value of the concept. Ian has been responsible for other major developments within Cisco and the industry. These include the introduction of cisco.com to Europe; the development and launch of the Internet Home concept in 2001; and deployment of the award-winning EMS marketing automation platform in EMEA. As Head of CRM for Cisco in Europe and Emerging Markets, Ian’s remit spans Market Intelligence, Database Marketing, Campaign Execution Services, Contact Centres and Reporting and Analytics.
John Hill F IDM, UK Business Intelligence Manager, Office Depot
John has over 15 years experience of database and direct marketing gained in a diverse range of B2C & B2B roles for companies such as Goodyear Tyres, De Vere Hotels, Rank Gaming and Nestor Healthcare. He is currently the Head of B2B Marketing for Viking Direct, the UK's leading catalogue-based office supplies supplier. John's responsibilities include the management of the multi-million pound catalogue programme in the UK and Eire. This spans market research, prospecting and affinity and loyalty schemes such as the Viking Premier and Nectar for Business programs. John is a Fellow of the IDM and represents Viking on the Data and B2B IDM Councils.
Mathew Stammers, Marketing & Public Relations Director, CORGI
Matthew moved into his current role having led the successful development of CORGI’s commercial business unit, CORGI Direct, where he increased revenue and profit by an average of 50% year-on-year for three consecutive years. He is now responsible for the initiative to move CORGI from a monopoly position in the gas safety market into a multi-product, multi-market company operating in a highly competitive environment. Matthew has worked predominantly in the B2B sector and has extensive experience of successfully integrating marketing across on and offline channels. He is a firm believer in the multi-channel effect.
Colette Mullings, Global Internet Marketing Manager, Clifford Chance
Colette is responsible for the law firm's client facing internet marketing products including the website, related micro-sites, online services and email marketing. She ensures that the organisation's marketing and business development community is equipped with the tools and supporting processes needed to use the medium to optimum effect. This involves developing and implementing internet marketing policy and best practice, and aligning online activity with business priorities. Prior to joining Clifford Chance, Colette was Marketing Communications and Brand Manager at KPMG LLP and worked from the firm’s International Headquarters in Amsterdam and New York. Here Colette was responsible for the development, implementation and management of global brand, regulatory policies and guidelines, campaign development and marketing best practice.
Andrew Yates, Managing Director, EMEA, Aprimo
Andrew has a 16 year track record with leading UK and NASDAQ technology companies in marketing, sales leadership and operational management roles. He worked closely with some of the worlds leading brands such as Dell, Honda, AMD, RBS and Fidelity. Before joining Aprimo, Andrew was CEO of Then Solutions, a leading UK MRM software developer that specialised in intelligent asset management and operational analytics for marketing. Aprimo acquired Then Solutions in July 2004. Andrew is now Managing Director of Aprimo in EMEA which has offices in the UK, Germany, Sweden and Australia. He holds a BA (Hons) Degree in Sports Science and Business, and a Diploma in Marketing.
Ian Armstrong, Manager – Customer Communications, Honda (UK)
Ian, 36, began his career in fast moving consumer goods working for Britvic Soft Drinks Ltd. Following his experience in Production, Logistics and Sales he has spent the majority of his career in Marketing. He has managed brands such as Tango, Pepsi and some development brands giving him a broad experience in one of the largest fmcg categories.
In 2003 Ian moved from fmcg to Honda UK to lead the Communications Team producing all of Honda’s UK car Communications Strategy including: Advertising, Dealer Marketing, Brochures and Prospect Relationship Marketing output. Most recent accolades include the “Impossible Dream” TV ad voted Best TV Commercial of the Year, with Civic “Choir” and the brand ad “Dreams” also picking up a range of Silver awards at the British Television Advertising Awards in March 06.
A member of ISBA’s TV Action Group Ian is also a member of The Marketing Society. With a developing passion for Clay Pigeon shooting and helicopters Ian can also be found on the roads around Buckinghamshire at the weekend sampling the range of 2 wheeled ‘toys’ that Honda also make.
Paul Cash F IDM, Joint Managing Director, Tidalwave
Paul was writing TV adverts at the age of 11 and always wanted his own agency. He graduated with an Honours degree in Business Studies and at the age of 26, co-founded Tidalwave with Julian Sowerby. Paul has been instrumental in developing Tidalwave’s planning and customer insight team. He is a technology enthusiast and B2B evangelist, and passionate about finding ways to deliver measurable business success and prove that creativity is the best way to differentiate B2B brands. Paul has won multiple creative and business awards and was voted one of the Top 20 Opinion Leaders in B2B marketing.
Chris Arnold is Executive Creative Director of the ethical marketing agency FEEL and Chairman of the DMA Agency Council.
After a spell as Integrated Creative Director of Saatchi and Saatchi, Chris set up the agency FEEL and in May 2005 he and Ron Leagas merged agencies to form BLAC. Developing out of the not for profit division of BLAC, FEEL has now been revived as the first major agency to specialise in ethical marketing. As well as his agency role Chris also lectures and runs creative workshops for around the country, and is a frequent contributor to publications including the FT, Creative Review, Brand Republic and Third Sector. Chris is a immensely popular and challenging speaker who will certainly leave the audience thinking.
Doug Richard, Chairman, Library House. Investor on the BBC’s Dragons Den and Honorary Recipient of The Queen's Award for Enterprise Promotion
Doug is now one of the UK’s best known investors in new ideas, thanks to his regular appearances on TV’s Dragons' Den. He is a very successful entrepreneur in his own right with 20 years' experience in the development and leadership of technology and software ventures in both the USA and the UK. Doug is the Founder and Chairman of Library House, Founder and Vice-Chairman of the Cambridge Angels, and Chairman of Hotxt. He holds a BA in Psychology from University of California at Berkeley and is a Juris Doctor at the school of Law, University of California, Los Angeles. In 2006 Doug was an Honorary Recipient of The Queen's Award for Enterprise Promotion.
