The Annual IDM Business-to-Business Marketing Conference: We know change can be good!
19 May 2010

Conference summary

In 2010, fragmented audiences have new powers, better tools, improved knowledge and an increased appetite for brand interaction. Inspired and created by the IDM B2B Marketing Council, this year’s B2B Conference will bring marketers right up to date with the new structures, models and approaches of engagement marketing, where conversation is king. It’s a must-attend event that will help you emerge from recession newly empowered and ahead of the competition.

Agenda at a glance

• New marketing effectiveness in the new economy
• Social media in the B2B space: customer-shaped conversation
• Optimising multi-channel marketing to prospects, customers, decision-makers and influencers
• Driving stronger results through sales and marketing alignment
• Influencer marketing – client case study with updated results
• B2B companies who are changing the rules - and winning

Conference programme

Chair’s welcome
Debbie Williams M IDM, Chair, IDM Business-to-Business Marketing Council

Opening Keynote

Thriving after ‘The Great Recession’
Professor Paul Fifield, Visiting Professor of Marketing Strategy, Southampton University

Ultimately, everything comes down to customer value – what value the customer sees in your offer. Value moves or ‘migrates’ over time as customers want new and different things or see different benefits, normally this migration process is gradual but the ‘Great Recession’ has speeded up this process so that in many markets present customer needs are almost irreconcilable with the same customers’ needs just 2 years ago. Some of the shifts that have been noted are the end of consumerism, the return of manufacturing, and the rise of repair-ability over disposability, local over global, robustness over hi-tech and quality over quantity. What these ‘structural’ changes are will be different for each firm but we do know one thing, normal service will NOT be resumed any day soon. There are a number of ways of dealing with this Value Shift, some are good and others are very, very bad.

Now is the time for those who want to be in the post-recession game to accept that some things really need to change. What? When? How? It has all happened before and it would be madness not to learn from survivors of other great structural shifts – one good place to start is the world of B2C. In the 1960s, the Western consumer world was turned upside down by the surge in demand for consumer goods of all kinds, this lead to a level of competition, both local and international, that had never been seen before; the result was a rapid ‘maturing’ of many markets and the emergence of real customer-driven businesses.

Morning plenary sessions

Offline and Online Marketing - Optimising Multi-Channel International Marketing to Customers Prospects, Go-to-Market Partners and Influencers
Deane McIntyre M IDM, Head of Campaigns and Online, Vodafone Global Enterprise

The session explores a practitioner’s view of international marketing and shares the latest marketing methodologies and tools to integrate offline and online marketing. Using a global case study, Deane covers why it is critical to lay the correct marketing and sales foundations / frameworks for borderless businesses and the role of marketing automation to empower the new generation of digital marketer in being much more relevant to business success. Via insights he showcases several techniques which have led to success, shared learnings and crystal ball gazes the next marketing mega trend.

Learning points:

• Gain insight regarding latest buyer behaviour insights being applied in the field
• Learn how demand generation techniques are improving the marketing and sales relationship and creating business value
• Avoid marketing automation pitfalls by keeping it simple when marketing to prospects , customers, go-to-market partners and influencers
• Hear an expert view on the next marketing mega trend and the need for a ‘do versus watch’ approach across a portfolio of programmes

Case study details:
Vodafone Global Enterprise Business to Enterprise (B2E) International Markets Case Study

1. Building blocks for integrated offline and online worlds

• The message hub
• Complex selling methodology and the digital C-suite
• Marketing automation – the journey has started

2. Redefining roles – integrating the sales and marketing funnel
3. Metrics – feedback loop and avoiding information overload

Riding the Hype of Social Media for B2B Marketing ( …or truly customer centric marketing)
David Chalmers, Cisco Systems Ltd

This presentation will explain how Cisco, a B2B company, has developed an integrated social media strategy over a number of years, show examples of each element of the strategy and how this has been integrated into the rest of the campaign mix, with results of specific campaigns.

The audience will see that Cisco takes social media seriously and believes that these new online interactions provide an opportunity to innovate in the way we market to our business audience, allowing us to respond to their desire to interact with brands in this space and use new ways of interacting online.

Learning points:

• Understand how to develop an integrated social media strategy
• Learn key tactics that can be implemented today to leverage social media as a new marketing channel
• Know how to measure results of social media activities across different channels
• Be able to demonstrate the value of participating in social media conversations

Conference Debate

The house believes that mobile marketing will be a crucial channel for B2B marketing in the next 12 months.
Chair – Joel Harrison, Editor, B2B Marketing magazine

Breakout session 1
7 practical tips for creating content that's so good it has to be shared
John Bottom, Head of Content, Base One

A summary of practical tips designed to help marketers to succeed in content marketing - ie producing content that not only generates new business but also creates brand preference, whilst taking advantage of the enormous cost efficiencies of the social media networks.

Learning points:

• An understanding of how content marketing fits into a wider marketing strategy
• Tips on maximising 'shareability' of content
• Advice on efficient content production, ie making best use of limited time and people resources
• How to monitor success (and motivate contributors)

Breakout session 2
Look Who’s Talking! Understanding the power of communities to influence your brand and leveraging this to generate advocates and sales
B2B Marketing Award winner 2009
Sarah Wright Enterprise Marketing Manager, EMEA, Juniper Networks
Richard Bush, Dip DM, Joint Managing Director, Base One

A case study about the Junos Community which used a mix of traditional and social media tools to raise awareness of the Juniper operating system and the values and benefits including:

Building a community by understanding their needs

• A look at how we delivered content that is engaging and interactive to ensure that your community asks questions and continues to come back to the site.
• How we used social media and communities hand in hand with traditional marketing techniques such as direct mail and email to amplify the message.
• How we leveraged the community to spread the word and recruit new users
• How we created advocacy
• How we measured the results
• The importance of keeping the activity going
• What we learned that we would do differently

Learning Points:

• How to ensure you have the right content and how to use it as the beating the heart of the community
• How to combine social media and traditional marketing techniques to deliver increased value
• How to mobilise your community for the benefit of your brand
• How to measure the result

Breakout session 3
Aprimo
Marketing Automation

Breakout session 4
Google University specifically designed for B2B Marketers
Richard Robinson, Head of Business Markets, Google

The digital age brings a seismic shift to all aspects of marketing. Richard will share fresh thinking about how B2B brand marketing must evolve in today’s digital world. His practical approach looks at the following key areas:

• Insight generation is moving from research to real time
• Creative is not just about 'advertising', but 'content' in the broader sense
• Content is not just created by brands, but by consumers too

Richard will share a toolkit and activity programme, designed to turn theory into action and help transform the B2B marketing and brand planning processes.

Afternoon plenary sessions

Influencer Marketing
Duncan Brown, Managing Director, Influencer50
Lisa Hutt, EMEA Programs Director, salesforce.com

Following on from the popular evening event last October, and the top-rated session at last year's conference, Duncan and Lisa are back to share more results from Influencer Marketing. After summarising the basics of Influencer Marketing, Duncan will introduce the principles of identifying and engaging with influencers, including both traditional and Web2.0 influencers. He’ll illustrate measurable success through several case studies of leading firms, before handing over to Lisa for an in-depth look at how salesforce.com is using, and benefiting from, Influencer Marketing. Lisa will discuss how influencers can help raise awareness in the press, increase attendance at events, increase traction of e-newsletters and white papers, and how to align influencers with sponsorship of events. Lisa will also present the latest results of these initiatives.

Learning Points:

• understand the concepts and practicalities of Influencer Marketing
• see how to implement a measurable programme of Influencer Marketing activities
• understand how to integrate Influencer Marketing into the marketing mix

Marketing Effectiveness
Matthew Palmer, Marketing Spend Effectiveness Lead, Deloitte Consulting

• Post-recession: what's changed and what will stay the same (with specific regard to marketing effectiveness)
• How to get your marketing budget approved (and the exec board on your side)
• How to increase marketing ROI
• How to cut costs without slashing performance
• Examples of best (and worst) practice and recent research

Closing Keynote
B2B Game Changers – Find out how B2B companies have changed the rules of the game in order to take on the market leaders and win
Paul Cash

1. Game changers – Examples of companies who have changed the rules of the game and come out victorious
2. Rule breakers – Tool and techniques you can use to bring game changing thinking to your business
3. Tweetruption – innovative and disruptive ideas from the B2B marketing community provided via Twitter (pre-event) and then reviewed as part of my presentation

Learning points:

• Take back to your office the tools and techniques that can help stimulate “game changing” thinking with you and your team.
• Be inspired and motivated
• Learn about “challenger brand” strategy
• Business justification that rule breakers and game changers create exceptional growth and profits

Speakers

Professor Paul Fifield, Visiting Professor of Marketing Strategy, Southampton University
Professor Fifield advises companies on Marketing Strategy, has written widely on the subject and has served as external examiner as well as senior examiner at the Chartered Institute of Marketing (CIM). He holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy, both from Cranfield University. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, a member of CIM Council 1999-2001 and the CIM International Board of Trustees 2002-2004. As well as running his consultancy business, Paul is currently Visiting Professor at the University of Southampton and the College des Ingénieurs in Paris. He is President of the CIM Southern Region and a Fellow of the Royal Society for the Encouragement of Arts, Manufacturers and Commerce (FRSA).

Deane McIntyre M IDM, Head of Campaigns and Online, Vodafone Global Enterprise
Deane is an international marketer and 15-year online “veteran”. He holds an MSc in Internet Technology from the University of Greenwich, a BCom in Marketing and Accounting from Auckland University and is a qualified accountant.

Deane has key responsibilities of delivering global marketing and sales campaigns for Vodafone and building an online channel to serve the world’s leading multi-national corporates. He has been instrumental in developing an award-winning marketing function, with the highlight being GSMA awarding the brand the 'Best Mobile Enterprise Service, International Markets which has helped corporate mobile users to work smarter.'

David Chalmers, Cisco Systems Ltd
With 11 years at Cisco in a variety of B2B Marketing roles, David now manages Digital Marketing for Europe, responsible for evolving the content and capabilities of 20 country sites and developing digital marketing campaigns to drive brand awareness. Current focus is social media, online demand generation and virtual events.

Richard Robinson, Head of Business Markets, Google
Richard has spent almost 15 years assisting companies in the development and implementation of effective go-to-market strategies. In addition to leading many strategic marketing initiatives across various business and technology areas, he is a seasoned presenter at industry events. Prior to Google, Richard was VP at IDC, where he led its consulting and marketing services business in Europe. Richard also led the client services division of IDG's International team based in EMEA.

Deborah Robertson F IDM, Sales and Marketing Director, UK Online and Easynet Connect
Deborah is responsible for delivering an integrated sales and marketing campaign for both brands, to the thriving small to medium size business market. Embracing a multi-discipline and a multi-channel communications approach, the sales and marketing programme underpins the company’s unparalleled focus on innovation, excellent customer service and reliability. Deborah has also held senior roles at Dell and ntl Business and in 2006 was included as one of B2B Marketing magazine’s top 20 UK Marketers

John Bottom, Head of Content, Base One Co-founder and Director of Base One
John has 15 years B2B agency experience in development of creative and content for leading brands, inc British Gas Business, Rackspace, Juniper Networks, Fujitsu. He is an IDM lecturer, author and regular blogger.

Sarah Wright Enterprise Marketing Manager, EMEA, Juniper Networks Sarah successfully grew a community of End Users from an initial 2,000 contacts to in excess of 15,000 global contacts. This vibrant community was actively engaging with Juniper and the Junos brand to increase their knowledge and understanding. Sarah’s role was to provide a platform to facilitate learning and knowledge sharing between community members and Juniper.

Richard Bush Dip DM, Joint Managing Director, Base One
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

Duncan Brown, Managing Director, Influencer50

Duncan Brown is on a mission to change marketing. He thinks that most marketing is doomed to failure because there is too much of it, it all sounds and looks the same, and customers don’t believe much of it anyway. “Customers hate being marketed to,” he says, “but they do like to talk about ‘stuff’.” Duncan thinks that if marketers can identify the people that create and shape conversations, they can join and influence those conversations. “Just be honest and open when you do it,” he adds. Duncan is European Director of Operations at Influencer50, a pioneer in Influencer Marketing. He advises client firms on marketing strategy, and his client list includes most of the major technology and telecoms vendors, such as Microsoft, IBM, Orange, Nokia and Salesforce.com. He has also advised enterprises in banking, manufacturing, automotive, pharmaceuticals and government sectors. Duncan is the author of the widely acclaimed Influencer Marketing: Who Really Influences Your Customers? (2008), described as "A thought provoking book that challenges the way we think and who we target. A must for any skilled marketer wishing to beat his competitor."

Lisa Hutt, EMEA Programs Director, salesforce.com
Lisa manages demand generation programs for salesforce.com across Europe, Middle East and Africa, direct and via partners. High return on marketing investment and incremental business growth in cloud computing solutions are achieved through tactical and strategic campaigns including awareness, lead generation, pipeline maturation and customer success. Lisa is an advocate of global marketing, sales alignment, closed-loop lead management and influencer marketing. Lisa’s background in marketing was developed with IT and online organisations such as Dell, Intel, Epson, Sybase and Monster.

Matthew Palmer, Marketing Spend Effectiveness Lead, Deloitte Consulting
Matthew joined Deloitte in January 2008 from a background in consulting and advertising. He leads Deloitte’s Marketing Spend Effectiveness and Marketing Cost Reduction propositions. His recent work with clients includes creating a new business planning function to maximise marketing effectiveness, analysing the impact of marketing on brand value, advising on cost reduction following a merger of two financial services companies and developing a global model for relationship and digital marketing.

During his career he has worked on B2B projects with companies such as Sony Pictures, Standard Chartered, Aviva, BT, HSBC, Loyalty Management UK (Nectar Card), Royal Mail, Microsoft and Vodafone. He also has extensive experience of working with major consumer brands such as Diageo, T-Mobile, British Gas, The AA, Lloyds Banking Group, Cooperative Financial Services, Sony PlayStation and Pernod Ricard.

Paul Cash
Paul has been involved in B2B marketing for over 15 years and has founded three successful marketing agencies. He is an evangelist for change and innovation within B2B and is a regular contributor on the B2B circuit.

Venue

Our venue for this event will be Altitude 360, Millbank Tower, 21-24 Millbank, London, SW1P 4QP. Download map and directions »

Predictions for 2010: the experts’ view

We asked leading B2B professionals Duncan Brown, Managing Director, Influencer50 and Debbie Williams, Independent Strategic Marketing Consultant and Chair of the IDM B2B Marketing Council, for their views on the current business-to-business climate. Here are their reflections on 2009 and their predictions for 2010.

Duncan Brown, on the severe market conditions of 2009, and the need for 2010 to be flexible, have a tailored approach and do more of what works – but on tighter budgets.

Debbie Williams, on structural changes, the shift of budgets to direct channels, the emergence of social media in 2009. The need, in 2010, to optimise multichannel marketing and tune in to customer conversations.

Keynote session, IDM B2B Marketing Conference 2009

Nick Hayes, President and Founder, Influencer50 emphasised the importance of influencer marketing and the need to embrace and work with our customers' decision-making ecosystems.

The IDM B2B Marketing Council

The programme is initiated and approved by the IDM’s B2B Marketing Council, a select group of independent senior B2B marketers from organisations including Vodafone, Google, Salesforce.com, Nortel, D&B UK and Ireland, Ogilvy, Mardev, RBI, Think Direct, UK Online and Easynet Connect, Concep and Pitney Bowes.

What the delegates said about the 2009 event

"It's great to come away from a conference with ideas that can immediately be applied to current projects. This conference will make a difference to our marketing strategies tomorrow!"
Saul Michelson, Travis Perkins

"A great opportunity to network with industry peers and hear from some thought-provoking speakers."
Chris Joannou, HSBC

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