Speakers from both established brands and startups will be dissecting some of the challenges B2B marketers face. The agenda looks at everything from creating stand out B2B content, through to how to use technology to distribute that content. There are also presentations on harnessing influencers in the B2B space, alongside a deep dive into what the dark social means for marketers. Fascinating speakers, delicious food and plenty of opportunities to network make this one-day conference an unmissable event.
Presentations will begin at 9.45am and finish by 4:45pm. There will be mid morning and mid afternoon tea/coffee breaks, along with a two course buffet lunch. A selection of pastries and hot drinks will be served upon arrival.
Registration and breakfast will be available from 9:00am
Farmers & Fletchers, 3 Cloth St, London EC1A 7LD
Tuesday April 17th
CMA Members – £149 plus VAT
General Admission – £249 plus VAT
Panel debate: Should we welcome our new robot overlords? – what’s the future of human creativity and non-digital channels in our increasingly automated and online world?
Moderator: Ashley Norris, CMA Content Consultant
Sam Gallagher, Client Services Director, Progressive Content
Maya Bogle, Founder, Talenthouse
Shaun Hill, Content Marketing Director, iProspect
Jason Miller, Head of Content & Social, LinkedIn Sales & Marketing EMEA
Topic: Your content marketing strategy needs a reality check
Marketers have been operating under a false pretense regarding their audience’s ability to concentrate for longer than 8 seconds. I call this the Myth of the Goldfish. In this session, I’ll debunk the myth and reveal how changes in society’s ability to multi-task are transforming how companies should approach their advertising strategy and content marketing efforts.
You will leave this session with a new understanding of:
- How to create the most efficient content to fuel your demand generation efforts
- Why long-form content is an essential part of a successful integrated marketing strategy
- How to use advertising on LinkedIn as a testing ground for your broader content marketing strategy
- The importance of empowering employees as advocates to significantly expand the reach of your content
Topic: Disrupting an industry through the use of innovative marketing
Before co-founding Perkbox, the UK’s fastest-growing employee engagement platform, Chieu established himself as a tech marketing force to be reckoned with, leading initiatives for brands including Microsoft, Amazon and Yahoo. A consultant turned CMO, Chieu’s repertoire spans both B2C and B2B, from SEO to social strategy.
Employee engagement is a very well-established industry. Perkbox has come in and created a different way of looking at it thanks to its innovative marketing approach. The company uses a B2B perspective as it looks to partner with business owners, HR departments and decision makers, but through a B2C brand because it wants to connect directly with its users.
Perkbox has also positioned itself as an exciting brand to work for (internally) and to own and use (externally) through clearly articulating its mission – to revolutionise workplaces – using more than just its products. Its fun and insightful marketing collateral, events and digital webinars are all part of a marketing strategy designed to educate as well as raise awareness of the importance employee engagement can have from the smallest business to the largest corporation.
Topic: How to use culture to elevate B2B campaigns.
Simon Baker, MD at TCO London, publisher of culture and entertainment titles, Huck and Little White Lies, will discuss the opportunity that culturally relevant content has to help B2B brands differentiate from their competitors and to build more purpose in to how they position themselves.
Simon is a pioneer in content marketing, with over thirty awards to his name including two Gold Cannes Lions. He is Managing Director at indie media owner and content creator TCO, who own cutting edge culture and film media brands – Huck and Little White Lies. Working across brands as diverse as Nike, Carlsberg, Accenture and Google.
Topic: Building a World Class B2B Events Strategy
- Where should ‘convening’ fit within an integrated B2B go to market program these days?
- What are the building blocks of a robust events strategy and how do they fit together?
- Stakeholder buy in: The do’s and don’ts of event selection and top tips for event engagement
- Performance Measurement in flight: Defining success from an integrated events strategy.
As a Co-Founder of EI Advisory, Tony works closely with B2B Marketing Leaders around the world to devise, select and negotiate go-to-market programs. Founded in 2007, EI Advisory uses independent primary research to help B2B marketers make smarter, more informed decisions when selecting marketing activities to access and influence niche audiences. Tony has around 20 years-experience in the B2B marketing space working extensively with major clients across financial services, professional services and technology, spanning the Americas, EMEA and APAC. He most recently participated on a panel of CMOs at the Forbes CMO Summit Europe in November 2017.
Topic: Under Pressure – Future Proofing your content – with inspiration from David Bowie.
Rowan reveals how to future proof your B2B content by focusing on what really matters to audiences. In an engaging, informative and practical session, Rowan will apply lessons taken from the ultimate content rock star to highlight that – no matter the channel – engaging content is about knowing your audience, adapting to trends, relevance, creativity and quality. She’ll also provide tips on how to apply nimble, tactical content strategy and negotiate organisational hurdles to your content activity.
We all want to be content marketing heroes. But how can you make sure your content stands apart and makes you the starman (or woman) in your organisation?
Like the Thin White Duke, great content is all about creativity, differentiation and turning the ordinary into something that stands out. And, as with Bowie, content marketing has been through several character evolutions. We’re now standing on the cusp of content marketing 3.0, with technology the driver. The personalisation of content goes beyond knowing your audience’s first names. It’s about understanding the journey that took them to your content and giving them exactly what they need.
Consumers are aware that brands hold their data. They expect a value exchange. You have my information, use it to my benefit. But don’t be afraid. You don’t need to be a multi-million dollar content company to apply best practice to your personalisation and customer journey strategies. There are simple things you can do to make sure you’re getting the right content to the right people in the right place… at the right time.
The audiences of 2018 (and beyond) won’t stand for mediocrity. Major Tom didn’t, and neither should you.
Stuart will be discussing how marketers and communicators adjust and adapt to new technologies to remain effective. The world is noisy and getting messy online. We’re constantly discussing new vertical strategies for engagement, tracking and platform exploitation but it’s easy to get lost or confused. For Stuart, the future is about understanding that digital and technical innovation in marketing isn’t to be feared or get excited about – it’s about how we adapt to use new tools, seek clarity and remember what’s important.
Stuart leads development of a business with a unique offering bringing the highest standards of TV production and project management to branded content for social media and corporate communications. Stuart has 20 years’ experience in UK television production as a director and lighting cameraman on many major UK TV programmes from documentary to light entertainment and children’s television. He successfully transferred TV production standards and methodology to the corporate sector, delivering content for Vodafone, Barclays, BA and Merrill Lynch and expanding it further by singlehandedly developing the unique services Micro Moments and CoveRT virtual studios. He has managed cutting edge 3d Virtual Reality studio productions and large scale corporate accounts delivering campaigns for awareness raising and promotion.
Topic: Understanding how to value content to drive conversion and uplift. Looking at how you can transfer consumer techniques from award winning consumer campaigns to B2B marketing. Understanding the content journey from upper funnel through to conversion and repeat purchase. Looking at the Key motivators and barriers of purchase though understanding the content your audience is consuming at every step of the journey.
Mark entered the communications industry in 1997 as consultant for Wunderman Cato Johnson, where he led the Caterpillar Global CRM business. Since then he has gone on to work at number of agencies including Draft Worldwide, MRM and DLKW. In 2010, he joined the Ogilvy & Mather network as the Head of Data Strategy and Analytics. Here he worked on driving the future of data for clients such as British Gas, Regus, British Telecom, UPS and IHG.
Over the last 20 years he has had numerous successes winning marketing effectiveness and data awards. In addition he has been responsible for driving growth in profit and revenue for many clients including 3Com, Orange, HSBC, Dell, KIA, the AA, HBOS, Emirates Universal Music, and Morrisons.
Topic: B2B Digital Marketing for success. How to make the best use of on line and off line marketing to achieve growth and great ROI.
After gaining 17 years of experience at large corporations as Hewlett-Packard, Roberto Cavalli, Microsoft, Privalia, Kingston Technology and TP-LINK UK as Sales & Marketing Manager,
Eleonora now works as a Digital Marketing Consultant helping companies and startups to create marketing strategies and Digital Marketing suitable for achieving successful goals
Eleonora is Digital Marketing and Social Media Consultant with over 17 years of experience as Product, Channel and Marketing Manager within both B2C and B2B space, developed in big corporations such as: Hewlett Packard, Microsoft, Kingston Technology, Roberto Cavalli, TP-LINK UK and Zones Inc.
She helps companies to create high quality and effective integrated marketing campaigns whilst giving strategic advice and ensuring excellent execution of integrated marketing plans.
She is CEO & Founder of the annual Mashable Social Media Day + Digital Innovation Days Event in Milan in 2014, one of the most popular events in Italy on Digital Marketing, Social Media and Open Innovation Topics. She built the event from a free event for 150 people to a pay event of 1,170 invoicing £180K+ in 2017 (60%+ YOY growth). It has been reported as the most tweeted event of the year in 2017 as well as the event with the highest number of mentions on digital marketing and innovation topics.
She is Regularly invited as Keynote Speaker and/or Panelist to address Universities, Business Schools, Corporate or Entrepreneurial Conferences and Events on Personal Branding, Digital Marketing, Social Media and Entrepreneurship Topics
Topic: Your Content Is Stuck In The Land of Bland
Freddie Ossberg will reveal the key insights from Raconteur’s new research on how 500 C-suites across Europe consume thought leadership content. This presentation will outline a roadmap to creating content business leaders wants to engage with – from formats, to editorial voice, to design – and leave you with a deeper understanding of what drives success with business leaders.
Freddie set up premium publishing house Raconteur in 2008 and was awarded ‘Young Entrepreneur of the Year’ at the Start-ups Awards 2010 due to the company’s rapid growth and profitability during the recession. Since then Raconteur has grown in to a premium publishing house with special reports, digital, research and custom publishing divisions
Topic: Andrew will be talking about why accurate audience insights is the most critical, but often overlooked, component to effective actions being taken for higher and more relevant engagement with that audience.
A thought leader on the big data revolution in social experiences, Andrew completed his PhD studies at the University of Manchester in 2014. His doctoral research involved exploring how emotions and context shaped people’s social identities and experience and what insights can be drawn from this data. This research later became the foundation for Personalyze’s proprietary technology. Andrew also has an MBA from the Rotman School of Management, University of Toronto.
Topic: Are your best influencers right in front of you? Andrew will be talking about how B2B brands can build thought leadership through tech-driven employee advocacy programmes to create huge engagement and awareness around their content. Andrew will explore how B2B brands can switch on employee advocates to build thought leadership, and drive authentic brand reach and engagement. Attendees will learn how to scale up activity with insights into employee advocacy programmes that deliver measurable and sustainable business results.
Qubist is an enterprise level employee communications tool offering both employee advocacy and internal communications. It is a trusted by major brands and companies including Iceland Foods, Suzuki, George at Asda and Institute of Chartered Accountants (ICAEW).
Topic: Democratic Content Strategy – how empowering frontline teams to use and shape marketing content is the key to truly effective content marketing
Dan has more than 20 years experience in content marketing, working with global brands like RBS, KPMG and UNUM. He founded Progressive Content in 2010 and, from the outset, integrated digital development with editorial and design expertise.
Progressive is now the UK’s largest specialist B2B content agency, with services ranging from one-off campaigns to the creation of end-to-end enterprise content platforms for major blue-chip firms. Its Content Cloud® and Knowledge Bank digital solutions allow businesses to connect with customers at speed and at scale.
Topic: Collaborative storytelling: a B2B content marketing marvel. This presentation covers content marketing for B2B and the newest trend of collaborative content creation. Georgia will explore how creating content with your clients and industry partners works towards a stronger client relationship and achieves heightened brand authority and reach within your sector.
Georgia is the Founder and Director of Halston Marketing. She’s been working within the marketing sector for over eight years specialising in digital. Coming from an SEO background, Georgia’s skillset spans all facets of digital marketing. Working out of their North Leeds office, Halston Marketing have launched projects with clients of varying sizes from start-ups to Fortune 500s. The clientele work within vastly differing industries from pharmaceuticals and industrial coatings to IoT and online ecommerce.
Topic: Dark Social Sharing – did you know that up to 98% of social shares aren’t getting tracked? Kevin will explain why this is and how you can make sure your content is being measured correctly to maximise performance.
Kevin Gibbons is co-founder of BlueGlass, a strategy-driven SEO and content marketing agency. Kevin has been in the digital industry since 2003 and takes a strategic role to help deliver award-winning results for clients such as Deloitte, Expedia and the Financial Times.
View the highlights from the 2015 International Content Marketing Summit
View the highlights from the 2014 International Content Marketing Summit