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Home » Marketing events » B2B Conference » 2011 programme

The 8th IDM Business-to-Business Marketing Conference: Understanding and Engaging Customer 2.0

2011 conference covered:

• Insight into changing customer buying behaviour and decision-making to inform marketing strategy
• Case study: convincing your business leadership of the value of marketing
• Impact of the economic climate on business and B2B marketing
• Putting the customer back at the centre of marketing
• Data driven targeting: turning data into something meaningful
• Rigorous lead nurturing to maximise results
• Data driven targeting
• The multi-skilled B2B marketer – what does the successful marketer really look like?
• Digital innovation in B2B marketing

2011 full conference programme

9.10

Chair's welcome Debbie Williams F IDM, Head of Demand Generation Marketing, Vodafone Global Enterprise, and Chair of the IDM B2B Marketing Council

9.20

Keynote Presentation - Influencing the decision-makers: Behavioural economics to understand the B2B customer Nick Southgate, IPA Behavioural Economics Consultant Session overview Behavioural Economics is changing the way we think about how people make decisions. This has far-reaching consequences for anyone whose job it is to influence decision makers. We tend to believe that the decision making in business markets is different. It is more reasoned, more rational and more business-like. Behavioural Economics challenges the idea that we are rational, self-interested decision-makers with clear preferences. This keynote discussed how even when we try to choose as business people we are still programmed to choose like human beings and explored the implications for B2B Marketing. Key learnings The universal rules of decision making that can be learned and applied Why, even when people believe they are making a rational decision, they are often not Why more choice, even when it's demanded, doesn't necessarily help customers choose easily or choose well How to design choices so they work better for both our customers and our brands

9.55

From innovation to communication: Building the customer into every element of your marketing strategy Andy McFarlane, Marketing Director, Vodafone Global Enterprise Session overview This session covered Vodafone’s ‘customer obsessed’ vision and how its highly targeted, bespoke marketing activities together with a policy of co-creation has put the customer at the very centre of its marketing strategy. Case studies included recent Vodafone client case studies and included satellite navigation business, TomTom. Key learnings A step by step practical approach to successful customer-centred marketing execution How Vodafone actively puts the customer at the heart of their marketing strategy through co-creation

10.35

Morning coffee break

10.55

CASE STUDY: Convincing your business leadership of the value of marketing Andrew Buckley, Vice President, Global Product Management, AMEX Session overview Drawing on his experiences in acquiring funding for acquisition and lead nurturing at American Express, Andrew provided practical advice on how to communicate the value of marketing within your business. He demonstrated how to convincingly prove to your business leadership that marketing has a critical role to play in generating business results. He covered the key metrics your CEO/President is likely to focus on, how to link your activity to business performance and how to put this across using the language of the board. Key learnings Repositioning marketing as an investment that drives outcome results Quantifying and tracking marketing value for the boardroom: identifying your key outcome metrics Communicating the value of marketing: what data should you be reporting? and how? Effectively reporting marketing to the board

11.35

PANEL DEBATE: Sales vs. marketing - Who owns the pipeline? Moderator:Joel Harrison, Founder and Editor, B2B Marketing Speakers include: Nick Eades, Chief Marketing Officer, Psion; Ian Symes, Marketing Director UK and Ireland, Cisco

12.25

Lunch

1.40 & 2.20

Educational breakout sessions: Stream 1: Best practice marketing automation for lead generation and nurturing Session overview This session took a deep look into how Trend Micro is leveraging cross- channel data to build a complete, actionable view of their prospects and customers, and how the company is using that data to create highly-targeted, perfectly-timed communications that are driving cross/upsell opportunities across the business. Through the use of data integrations, marketing automation, and well-thought-out content strategies, Trend Micro’s case is filled with examples of how to build successful B2B nurture campaigns that drive revenue and create repeatable success. Key learnings How to use web site and landing page data to build a ‘digital profile’ of your prospects and customers How social media can be successfully, and seamlessly tied into the marketing mix in your B2B programmes Segmentation strategies that create dynamically driven and fully personalised content using the ‘digital profile’ The role of content in drip communications. How to generate it and how to ensure you deliver it in the most effective way Stream 2: Why a content strategy is crucial to your digital marketing success Session overview ‘Content is king’ is a well known and probably overused phrase in digital marketing and yet content planning still does not get the attention it demands. Developing a content strategy helps you define your customers’ needs, identify your capabilities & resources and highlight the gaps that exist between the two. It’s time we accepted that offline media has a lot to teach us about planning and producing content and that inside all of us is a megalomaniac publisher waiting to burst out. Key learnings Understand why a content strategy is critical to your business Find out what an effective content strategy looks like Discover the crucial elements of a successful content strategy How to measure impact How to repurpose content for different audiences Stream 3: Social Media for demand generation Session overview In this presentation Annemieke and Mieke shared their experiences in the field of Social Media for B2B. In 2005, long before the success of LinkedIn and Facebook, and before the launch of Twitter, KLM launched its first B2B communities Club Africa and Club China as innovations in social media. In 2010 and early 2011 the clubs were repositioned with full integration of the latest trends on social media and rebranded as part of AIRFRANCE KLM’s frequent flyer programme Flying Blue. We found what 5 years of experience and innovation in social media has taught them and how they are taking their social media strategy forward. Key learnings Learn how to integrate social media into an overall marketing strategy Discover how to measure the effectiveness of social media activities across different channels Tackle the practicalities of implementing a social media strategy Stream 4: Marketing metrics: How measurement can help accountability and acquisition Session overview Alastair’s presentation explained how B2B company Simply Business has developed metrics to provide insight and drive customer acquisition and accountability. The session featured real examples of online acquisition through PPC, SEO, social media, partners and affiliates and demonstrated the importance of understanding how data can translate into meaningful customer insight. He demonstrated practical tips on using metrics to improve online conversion rates from your own marketing programmes. Key learnings How to measure metrics such as conversion rate to goal and bounce rate How you can leverage these to improve landing pages and your conversion rate How social media can be used to raise awareness and to increase customer engagement The importance of testing in your data driven approach

3.00

Afternoon coffee break

3.20

CASE STUDY: ‘A video paints a thousand pictures’ Lisa Hutt M IDM, Senior Director of Marketing, Northern Europe, Salesforce.com David Chalmers, Market Manager, Architectures UK&I, Cisco Session overview Many organisations have successfully embraced video in their marketing but how do we harness the full potential of video, increase conversion and create a strategy that serves us in the future. Key learnings The objectives and benefits of using video Creating an emotional connection between your prospects and brand Harnessing the potential of video – 10 top tips Creating a video strategy CASE STUDY: B2B gets emotional: using video/TV for customer advocacy Lindsey Clay, Marketing Director, Thinkbox Session overview In this presentation, Lindsey shared learnings from their Marketing Society Awards for Excellence winning entry for Best B2B marketing. In this she challenged some of the accepted myths of B2B and demonstrated how effective the use of emotion can be. Key learnings How to reassess the role for emotion in insight and communications Best practice B2B tips Challenging the idea that “wastage” is bad How TV can play an important role in B2B How to make social media work effectively for B2B

4.10

Q&A PANEL: Creating the multi-skilled marketer: What does the successful B2B marketer of the future look like? A panel of senior executives from leading brands discussed the key skills required to be an effective B2B marketer of the future. How are they nurturing talent within their organisation and how are they developing new talent? How is new technology impacting on skill requirements? Where should companies invest in training and recruitment? Attendees left the session with the ten essential skills of the marketer of the future. Panellists: Renaud Besnard, Head of Marketing EMEA, Google Lawrence Mitchell, Marketing Director, Reed Business Information Richard Perry, Managing Director, GyroHSR Pete Jakob, Marketing Transformation Leader, IBM UK & Ireland

4.55

How to create, embrace and nurture innovation in a B2B business Nicole Yershon, Director, Innovative Solutions, Ogilvy Session overview In this presentation, Nicole used global Ogilvy lab case studies to examine the alternative business models, behaviours and methodologies required to keep the business alive for future generations. She also revealed insights on how Ogilvy has implemented these changes and how their strategy can be adapted to the needs of your business. The session celebrated the fact that ‘we don’t know what we don’t know’ and allowed for ideas to be generated, shared and answered. Key learnings How to effect change in a large organisation How to adapt, learn, educate and implement change, when human nature resists it How to listen, engage and offer a value exchange with customers How to measure new forms of marketing and report on resulting ROI

5.25

Chair’s Closing Address

5.30

Wine reception

Speakers

Debbie Williams F IDM, Head of Demand Generation Marketing, Vodafone Global Enterprise, and Chair of the IDM B2B Marketing Council
With over 10 years of international experience in all aspects of B2B Marketing, including strategy, data driven multi-channel campaigns, lead management, nurture & conversion, plus ROI measurement, Debbie certainly has a wealth of expertise to share. Her Clients include the IDM, Mardev-DM2 (part of Reed Business Information), Aprimo, ITV, Tidalwave, and Vodafone Global Enterprise amongst others. She is passionate about challenging the norm to effect positive change. Her Client side experience is mainly in the ICT sector in both Internet start-up and global corporations. As Chair of the IDM B2B Council, she advises on industry best practices in B2B marketing. Debbie is a seasoned conference speaker, tutor & trainer, specifically in ‘Sales & Marketing Alignment’, as well as ‘Measuring Marketing Effectiveness & ROI’.

Debbie is not only passionate about B2B and driving positive change, but has spent time overseas in charity projects in Kenya, Tanzania, Cambodia & Vietnam, building a school & setting up a computer training school for orphans.

Nick Southgate, IPA Behavioural Economics Consultant
Nick Southgate has been a planner at Ogilvy, Cogent Elliott, dfgw & Grey. Since 2009 he has been the IPA’s Behavioural Economics Consultant, championing Behavioural Economics to the UK’s advertising agencies. He was worked with clients as diverse as Toshiba, the BBC, HMR&C, the DTI, and Sector Skills Councils.

Andy McFarlane, Marketing Director, Vodafone Global Enterprise
Andy has nearly 20 years’ experience in the ICT industry having worked in a variety of sales and marketing positions for IBM at both a global and a local level. His previous role was as Director of Marketing and Communications for IBM UK and Ireland. Andy received an MBA from Manchester Business School in 1998 and is a passionate advocate of a common sense and pragmatic approach to successful Marketing execution.

Andrew Buckley, Vice President, Global Product Management, AMEX
Andrew J. Buckley is Vice-President for Product Management with American Express Global Commercial Card and leads a global team across fourteen countries. His responsibilities include the iconic “Green” Corporate Card carried by millions of business people globally; as well as premium products, meetings and central bill solutions. He is also business leader for a multi-year global project to migrate core platforms, which is one of American Express’ largest current investment initiatives.

Nick Eades, Chief Marketing Officer, Psion
Nick Eades is the Chief Marketing Office at Psion plc where he co-leads the development and implementation of the new company strategy, business model, channels and brand. Prior marketing leadership roles include; Nortel, as VP Marketing EMEA and Marketing GM at BT Global Services, with 5 years at Dell UK, as Marketing Director. Nick started at IBM’s PC business in the UK and latterly at IBM’s EMEA HQ, Paris.

Ian Symes, Marketing Director UK and Ireland, Cisco
Ian Symes has been marketing director for Cisco in the UK and Ireland since August 2010. He originally joined Cisco in 2006 and moved to the HQ in San Jose, California to lead the marketing and business development for Cisco’s newest Smart service and also led global marketing for Focused Technical Support Services (FTS), Cisco’s premier reactive support service. Prior to Cisco, Ian established and ran a strategic marketing consultancy, Wolfpack Marketing, for six years with clients including P&G, Miele, NTL and Cisco. This followed on from 14 years in consumer products sales and marketing roles including marketing VP at Electrolux Europe and UK director roles for Electrolux, Interpet and Zanussi during its famous ‘Appliance of Science’ marketing campaigns. Ian has a degree in Chemistry from Bedford College, University of London, a Diploma in Marketing and is a Fellow of the Chartered Institute of Marketing.

Joel Harrison, Founder and Editor, B2B Marketing
Joel began his career in professional publishing at Incisive Research, now part of publishing giant Incisive Media, managing its portfolio of newsletter titles targeting the financial services sector – including Financial IT and Financial Marketing. B2B Marketing Magazine was launched in June 2004, serving a long-ignored niche in the marketing sector, under Joel’s editorial stewardship. The magazine has been enthusiastically welcomed by advertisers and subscribers alike, and the B2B Marketing brand has since been expanded to encompass a range of associated and complimentary products, including the B2B Marketing Awards.

Richard Evans, Director of Marketing, EMEA, Silverpop
Richard leads Silverpop’s demand generation efforts throughout EMEA. Previously, he oversaw product marketing for Silverpop, developing the company’s go-to-market strategy for its Engage product line. Before joining Silverpop, Evans was vice president of interactive services at Target Resource Group, where he spearheaded development of a suite of online marketing tools for the performing arts.

Adam Sharp, Managing Director, CleverTouch
Prior to co-founding CleverTouch, Adam started his marketing career at IBM and then went on to run the marketing organisations in EMEA for several global technology organisations. Most recently he helped established a Larry Ellison funded technology start-up in Europe. Adam's focus is helping clients optimise sales and marketing through a joined-up-marketing approach encompassing both social media demand generation, as well as more traditional forms of outbound lead generation marketing.

Peter Wilson, Digital Strategy Manager, Sage
Peter Wilson has been working in digital sales and marketing for 11 years having started as the Sales Director for internet sales house, TSMSi in 1999. Prior to being digitized he worked in media including agency and media owner roles. He has subsequently worked as Interactive Sales Director EMEA for US news giant CNN, Head of Digital at integrated advertising agency Teamspirit before accepting the role of Digital Strategy Manager for Sage. His experience covers the full range of digital marketing activity from search to websites to content. He prides himself on being able to simplify the complex world of digital and holding on to the one universal truth in the digital world – it is only the needs of the user that count.

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.

Mieke Weismann, Head of Community Management & Social Media, Close Contact
Mieke Weismann is head of Community and Social Media Management for Close Contact, specialist in active individual marketing. She is co-responsible for the content and strategic planning surrounding AIRFRANCE KLM’s B2B communities Flying Blue Club Africa and Flying Blue China, as well as the full integration of social media within these platforms. She has a Masters degree in New Media and Digital Culture from Goldsmith’s College and has previously worked as the Web and Social Media Manager for Greenpeace the Netherlands.

Alastair Douglas, Head of Marketing and Analysis, Simply Business
Simply Business is the UK’s largest online insurance broker. Alastair joined 6 years ago, during which time Simply Business has acquired more than 160,000 customers through online means.

Lindsey Clay, Marketing Director, Thinkbox
Lindsey Clay has been Marketing Director of Thinkbox, the official marketing body for commercial TV, for the last 3 years. During this time she has worked to transform both the reputation of TV as an advertising medium and attitudes towards it. Thinkbox’s marketing won the best B2B category in the 2010 Marketing Society Awards for Excellence and its TV advertising has been awarded by D&AD, BTAA, APA and celebrated in an ITV programme as one of the best ads of 2010.

Lisa Hutt, Senior Director of Marketing, Northern Europe, Salesforce
Lisa is responsible for growing the Northern Europe region at Salesforce.com with leading edge, awareness and pipeline development programs based on customer success. Lisa is an advocate of the latest marketing innovations, global collaboration, sales alignment, lead-to-revenue and influencer marketing. Lisa’s background in marketing communications was developed with IT and online organisations such as Dell, Intel, Epson, Sybase and Monster.

David Chalmers, Market Manager, Architectures UK&I, Cisco
David is responsible for developing a technology marketing strategy for Cisco in the UK and Ireland, managing campaigns across the mix to drive awareness and demand for Cisco’s technology vision, architectures and solutions. As the former Head of Digital marketing for Europe he has used video extensively online and in social media and is a passionate advocate for the power of video to transform customer engagement and make a powerful connection with audiences. He joined Cisco 13 years ago, and has been responsible for E-Marketing, CRM Strategy, Direct Marketing, Event Marketing and Market Research, working in Europe, Middle East, Asia Pacific, and globally in the Hi-Tech sector.

Renaud Besnard, Head of Marketing EMEA, Google
Renaud leads marketing for Google Enterprise across Europe, the Middle East and Africa. In this role, Renaud oversees the marketing strategy to support the explosive growth of the Enterprise solution portfolio. In particular, Renaud is interested in B2B technology brand building, data-driven multichannel SMB demand generation, and scaling corporate CIO engagements.

Prior to this position, Renaud headed up Product Marketing for Google AdWords in EMEA, following 10 years of marketing experience at Microsoft and Nortel Networks.

Lawrence Mitchell, Marketing Director, RBI
Lawrence Mitchell'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, Chief Operating Officer, GyroHSR
Richard works across all of GyroHSR’s operations in order to ensure that the agency has both the right talent expertise and knowledge pool to deliver on GyroHSR’s brand promise - heightened customer engagement through deep and provocative marketing.

Richard joined Gyro in 1995, having previously worked in advertising at Haymarket Publishing. After running a variety of Gyro’s international businesses over the past eight years, Richard understands how to maximise client delivery through the right shape of agency model. His passion is working closely with Gyro’s clients and helping them to deliver great strategic and creative work that drives and delivers genuine returns. Richard’s client expertise spans Europe, the Middle East, North America and Asia Pacific, and he has worked with businesses across the B2B and B2C marketplaces including T-Mobile, Orange, Virgin Atlantic, Oracle, Sun, HP, Cap Gemini, Nokia, Avaya, NXP, AMEX and Hugo Boss. His second book, ’Viral Marketing in a Week’, was published in 2001. He also acts as a marketing industry adviser through his position as a Director at the Marketing Communication Consultants Association (MCCA).

Pete Jakob, Marketing Transformation Leader, IBM UK and Ireland
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.

Nicole Yershon, Director, Innovative Solutions, Ogilvy
Nicole has spent 25 years at leading london creative agencies GGT & Simons Palmer. Nicole’s brief 10 years ago from the Chiarman of Ogilvy was to ‘bring Ogilvy into the 21st Century’. Nicole built up Ogilvy’s digital hub called ‘RedWorks Broadcast’, covering full suite editing through digital broadcast delivery. Her experience covers cross platform ‘new media’ and traditional 360 marketing elements. Nicole recently launched Ogilvy London’s Digital Innovation Lab, its role is to inspire & enable business growth within the Ogilvy Group & for Ogilvy clients.

Past Conferences

The 2010 Business-to-Business Conference presented marketers with new structures, new models and new approaches to help turn some monumental economic changes to their advantage. This year, the focus is on the new kind of customers that those changes nurtured - and on the strategies you need when dealing with them.

The IDM B2B Marketing Council

The programme was initiated and approved by the IDM’s B2B Marketing Council, a select group of independent senior B2B marketers from organisations including American Express, Base One, Cisco,Salesforce, IBM, Google and Pitney Bowes.

Continuing Professional Development (CPD)

Attending this event contributes seven hours under the "Event participation" category towards your annual IDM CPD Award. This event also qualifies towards CIM, IPA and other CPD schemes and we are happy to provide supporting evidence for your records. Contact the membership team on 020 8614 0277 or email membership@theidm.com after attending the event.

Sponsors

The IDM would like to thank the sponsors of the 2011 B2B Conference:

Headline Sponsor

Associate Sponsors

Marketing Partners

• 2011 programme
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