The Annual IDM Business-to-Business Marketing Conference: Change is Good!
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The change created by recession has been fundamental and monumental. Traditional marketing premises are being thrown out and conversation and engagement marketing are the new rules. This year’s conference provided the ideas, the structures, the knowledge and the confidence to embrace change and turn it to your advantage. |
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 brought marketers right up to date with the new structures, models and approaches of engagement marketing, where conversation is king. Delegates will be able to emerge from recession newly empowered and ahead of the competition!
Conference Highlights: Marketing Strategies for a Brave New World
The 2010 IDM B2B Conference attracted 200 senior B2B marketers to hear the marketing strategies being employed by some of the most admired brands in the world. View conference highlights »
Keynote Presentation: Thriving after ‘The Great Recession’
Professor Paul Fifield, Visiting Professor of Marketing Strategy, Southampton University
Hear Professor Fifield's thought-provoking perspective on how marketing strategy must adapt in the wake of the Great Recession »
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 what value the customer sees in your offer. Value shifts or ‘migrates’ over time as customers want new and different things but the ‘Great Recession’ has speeded up this process so that, often, current customer needs are almost irreconcilable with the same customers’ needs just two years ago. Some of the post-recession shifts include the end of consumerism, the return of manufacturing, the rise of repair-ability over disposability, local over global, robustness over hi-tech and quality over quantity.
Professor Fifield believes it would be madness not to learn from survivors of other great structural shifts and brings examples from the world of B2C in the 1960s when many real customer-driven businesses grew out of an era where the Western consumer world was turned upside down.
Key learnings
Paul gave thought-provoking and fresh perspective on approaching marketing strategy differently. While we know that, following the Great Recession, marketing tactics have changed, he argued that marketing strategy itself needs to adapt.
Morning plenary sessions
Offline and Online Marketing
Deane McIntyre M IDM, Head of Campaigns and Online, Vodafone Global Enterprise
This Vodafone Global Enterprise case study gave a practitioner’s view of international marketing and shares the latest marketing methodologies and tools to integrate offline and online marketing. Deane covered why it is critical to lay the correct marketing and sales foundations and frameworks for borderless businesses, and examined the role of marketing automation in empowering the new generation of digital marketers. He also showcased proven techniques for success, shared valuable first-hand learnings and crystal balled the next marketing mega trend.
Key learnings
- The latest buyer behaviour insights being applied in the field
- How demand generation techniques are improving the marketing and sales relationship and creating business value
- How to avoid marketing automation pitfalls by keeping it simple
- The next marketing mega trend and the need for a ‘do versus watch’ approach
Riding the Hype of Social Media for B2B Marketing
David Chalmers, Head of Digital Marketing, Europe, Cisco Systems Ltd
David's presentation explained how Cisco, a B2B company, has developed an integrated social media strategy over a number of years, showing 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.
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.
Key learnings
- 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
This house believes that mobile marketing will be a crucial channel for B2B brands in the UK in the next 12 months.
Chair – Joel Harrison, Editor, B2B Marketing magazine
Richard Robinson from Google and Peter Richards from Mobestar argued FOR the motion.
Jon Holloway from Hurricane and Debbie Robertson from UK Online argued AGAINST the motion.
Afternoon breakout sessions
Delegates chose to attend 2 out of 4
Stream 1
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 shared fresh thinking about how B2B brand marketing must evolve in today’s digital world. Richard also shared a toolkit and activity programme, designed to turn theory into action and help transform the B2B marketing and brand planning processes. His practical approach looked at the following key areas:
Key learnings
- 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
Stream 2
How to market at the speed of change
Robin Collyer, Regional Director,UKI, Aprimo
The only constant in marketing is change. Whether spurred by the economy, competition or your own product opportunities, marketers are constantly adjusting plans, messages and tactics. Today there are many marketing tools geared towards increasing the quantity and quality of leads or opportunities by managing the demand generation or customer engagement engine. There are also products designed to improve the efficiency or operational management in marketing. Robin’s session explored the synergy of having these two pieces work together and asked: are the benefits great enough to drive how you operate in marketing?
- When change happens, how should marketers respond?
- How does the review and approval of concepts to creative impact campaign execution?
- Are there efficiencies from having assets connected to the campaign creation process?
- Do you need to track cost and budgets in the same system you execute campaigns?
- Do you have a good process for defining and managing the creation and use of offers?
Stream 3
How to build and leverage an online B2B Community
Sarah Wright Dip DM, Cert BusM, Enterprise Marketing Manager, EMEA, Juniper Networks
Sarah revealed details of the Junos Community which used a mix of traditional and social media tools to raise awareness of the Juniper operating system, its values and benefits. She revealed how Juniper delivered engaging and interactive content, which created effective and ongoing two-way communication. By understanding the needs of their audience, Juniper was able to build a community of advocates who spread the word and recruited new users. This session also revealed how Juniper measured the results, the importance of keeping the activity going and what they would do differently.
Key learnings
- How to deliver the right content and use it as the beating 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 results
Stream 4
The Big Content Marketing Experiment: 7 tips for creating content so good it has to be shared
John Bottom, Head of Content, Base One
John took delegates through a practical and theory based journey of content creation, distribution and engagement. During his sessions delegates were encouraged to provide content, watch how it is uploaded, and be part of the process of ensuring it got 1,000 hits by the end of the day!
John explains his session here »
To take part in this ground-breaking experiment delegates were asked to prepare some thoughts in advance about the Opportunities and Threats of Social Media. It is these opinions that drove the content of this unique experiment.
Key learnings
- An understanding of how content marketing fits into a wider marketing strategy
- Tips on maximising 'shareability' of content
- Advice on efficient content production, i.e. making best use of limited time and resources
- How to monitor success (and motivate contributors)
Afternoon plenary sessions
Influencer Marketing - case study results
Duncan Brown, European Managing Director, Influencer50
Lisa Hutt, EMEA Programs Director, salesforce.com
Following their top-rated session at last year's B2B conference, Duncan and Lisa were back to share more results from influencer marketing. Duncan introduced the principles of identifying and engaging with influencers, both on and offline and illustrated measurable success through several leading name case studies.
Lisa revealed how salesforce.com is using, and benefiting from, influencer marketing and discussed how influencers can help, for example, raise awareness in the press, increase attendance at events and increase traction of e-newsletters and white papers. Lisa also presented the latest results of such initiatives at salesforce.com.
Key learnings
- Understand the concepts and practicalities of influencer marketing
- How to implement a measurable programme of influencer marketing activities
- How to integrate influencer marketing into the overall marketing mix
Marketing Effectiveness
Matthew Palmer, Marketing Spend Effectiveness Lead, Deloitte Consulting
Using examples from his experiences with Deliotte, Matthew outlined some key principles for futureproofing marketing effectiveness.
Key learnings
- Post-recession: what's changed and what will stay the same?
- How to get your marketing budget approved - and the executive 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
Paul Cash F IDM, CEO, Hurricane
Paul’s session was divided into three parts:
- Game changers – the companies that have changed the rules of the game and come out victorious
- Rule breakers – tools and techniques you can use to bring game changing thinking to your business
- Tweetruption – innovative and disruptive ideas from the B2B marketing community provided via Twitter
Key learnings
- Tools and techniques that can help stimulate "game changing" thinking back at the workplace
- 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, 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. He is also 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 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, the highlight being his GSMA award for 'Best Mobile Enterprise Service, International Markets which has helped corporate mobile users to work smarter.'
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.
David Chalmers, Head of Digital Marketing, 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.
Joel Harrison, Founding Editor, B2B Marketing magazine and Director, Silver Bullet Publishing
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 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 complementary products, including the B2B Marketing Awards.
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.
Robin Collyer, Regional Director, UKI, Aprimo
Robin is passionate about marketers adapting to the new marketing economy. Having spent 15 years helping organisations realise the benefits of technology, Robin is well placed to provide guidance on leveraging marketing automation to maximise marketing success. Working previously at Xerox and smartFOCUS, Robin is now Regional Director UKi for Aprimo – a leading provider of enterprise and Cloud-based marketing solutions.
Sarah Wright Dip DM, Cert BusM, 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.
John Bottom, Head of Content, 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.
Duncan Brown, European Managing Director, Influencer50
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 Microsoft, IBM, Orange, Nokia and Salesforce.com. Prior to Influencer50 Duncan was Director of Consulting at IDC, and previously an industry analyst. He has an MBA from Henley Management College, is a member of the Chartered Institute of Marketing, and holds chartered practitioner status from the British Computer Society. Duncan is also the author of the widely acclaimed Influencer Marketing: Who Really Influences Your Customers? (2008).
Lisa Hutt, EMEA Programs Director, salesforce.com
Lisa’s background in marketing was developed with IT and online organisations such as Dell, Intel, Epson, Sybase and Monster. At salesforce.com she manages demand generation programmes, direct and via partners, across Europe, Middle East and Africa. She is an advocate of global marketing, sales alignment, closed-loop lead management and influencer marketing.
Matthew Palmer, Marketing Spend Effectiveness Lead, Deloitte Consulting
Matthew leads Deloitte’s Marketing Spend Effectiveness and Marketing Cost Reduction propositions. His recent work includes creating a new business planning function to maximise marketing effectiveness and analysing the impact of marketing on brand value. B2B clients have included Sony Pictures, Aviva, BT, HSBC, Loyalty Management UK, 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 and Sony PlayStation.
Paul Cash F IDM, CEO, Hurricane
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
The conference took place at Altitude 360, Millbank Tower - a brand-new, state-of-the-art venue sitiuated in the heart of Westminster.
Predictions for 2010: the experts’ view
We asked leading B2B professionals Duncan Brown, Managing Director, Influencer50, Debbie Williams, Independent Strategic Marketing Consultant and Chair of the IDM B2B Marketing Council, Richard Robinson, Head of Business Markets, Google and Lisa Hutt, EMEA Programs Director, salesforce.com 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 and the emergence of social media in 2009. The need, in 2010, to optimise multichannel marketing and tune in to customer conversations.
Richard Robinson on 'the unstoppable wave' of video and mobile in the buying process, and the growing need for businesses to be agile, flexible and truly understand where customers are.
Lisa Hutt on the rapidly changing marketplace and evidence that companies are striving for competitive edge even more so. The challenge in 2010 to make budgets stretch further and the key roles played by influencer marketing and social networks.
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 was 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.
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