Programme

Venue opens its doors – from 8:30 am -

Opening and Welcome
9:30 by Shimon Ben Ayoun – spotONvision

Speakers in the Elevator Pitch
by chairman Hella Hueck – RTL Nieuws

Plenary session – English

Empowered – Josh Bernoff – Forrester Research – keynote

How empowered is your marketing? In Business to Business it is extremely important to reach out to customers and prospects in new ways. Josh delivers insights into one of the most underused opportunities for marketers – tapping the army of employees and brand fans. With practical and tactical advice for making it happen. You’ll be inspired to change your marketing approach from March 16th onwards.

Break out session round 1 – English

Content Marketing – Ingrid Archer – spotONvision

Content in marketing is important more than ever before, not only to generate leads but also the establish thought leadership. What is a clever content marketing strategy? How can you generate leads using content? And how can you use social media to give content a proper place in your B2B approach?

Break out session round 1

Breaking traditions – Marieke van Zuien – Cardif

How can you implement unconventional marketing plans in a typical traditional organisation such as a bank or insurance company?

Break out session round 2

Optimizing BP’s B2B market approach – Luc Schrover & Peter Vervelde

BP Netherlands improved its results in its B2B efforts tremendously! Luc Schrover and Peter Vervelde, two business specialists, will present -on behalf of BP Netherlands-  how BP Netherlands improved its customer segmentation . In this session the presenters will tell more about data gathering and the combination of it with market intelligence. A great case story that explains step by step how good data help in making the right B2B choices.

Break out session round 2 – English

The true ROI of social media – Clo Willaerts – Conversity.be

Your company’s efforts in social media inevitably cost time, money, and resources. But how do you measure success? And how can you avoid that social media becomes nothing more than a cost center? Don’t worry: even though social media metrics tend to be, as Jim Sterne wrote, “a little fuzzy”, it is still possible to define clear, measurable objectives and KPIs that link directly to your business targets. Clo’s presentation concludes with proven tactics that add true value to the conversation – even if you’re in B2B.

Lunch, 1:1 B2B Marketing Coaching – Lunch & Learn Sessions about Telemarketing, Content-How to, Mobile Marketing and Video

Plenary session – English

How Hubspot does B2B marketing: A Case Study – Mike Volpe – Hubspot – keynote

In this session Mike Volpe, VP Marketing at HubSpot, will reveal all the tips and tricks that have enabled the company to grow to over 4,000 customers in just 4 years, becoming one of the fastest growing SaaS companies since Salesforce.com. Learn how how your blog can be your largest source of leads and sales, learn how you can generate leads at a 60% lower cost than your competition, and learn what marketing should do to provide more high quality inbound leads to your sales team.

Plenary session

B2B Marketing & Communications Awards 2011

The winner of the B2B Marketing and Communications Award will be chosen by the audience! After a short intro by the jury with Ment Kuiper – Next Marketeer, Elly Langeveld – Xerox and Ludo Voorn – Zwitserleven.

Break out session round 3 – English

Reputation management and crisis communications in B2B – Paul Charles – LEWISPR

Paul Charles about the ins & outs of reputation management and crisis communication, emphasizing the importance of social media in B2B. About LinkedIn, Blogs, Twitter.

Break out session round 3

E-mailmarketing and its pivotal role in B2B demand generation & nurturing – Sander van der Blonk – RapidSugar

Let’s face the facts:

• (Field) marketing is getting hit
• Sales targets are going up and up every year
• Buyers are hesitant and/or are getting smarter and pickier
• Only 25% of new leads are sales-ready, 25% are disqualified. How to handle the remaining 50%

In this break out session, trends and practical advice is given on the application of e-mail for lead generation, nurturing and conversion.

Break out session round 4

Social media and the B2B economy – Eugenie van Wiechen – LinkedIn

Social media has made it possible for professionals to instantly access reviews and peer opinion which influence and shape business decisions. It’s also made it possible for marketers to see more conversations that are happening about their brands. How can marketers adapt and use this to better understand their audience’s attitudes and needs and promote their company’s products and services and apply the power of recommendation and networks.

Break out session round 4 – English

Do the Maths – Why Numbers have replaced Creativity as the Core Marketing Discipline – Richard Evans – Silverpop

Richard’s presentation will look at how data is fast becoming the number one priority in marketing, replacing creative. He will examine what is driving this migration, and look at the core metrics that marketers need to follow to ensure the effectiveness of their activity and the success of their brand. The presentation will also examine how brands manage this migration, in terms of skills and focus, and look at the role of technology to enable this.

Break out session round 5

B2B Marketing Barometer Nederland – Reg van Steen – TNS NIPO

Survey results are revealed of the first Dutch B2B marketing research, the Barometer 2011. What are current challenges of the B2B marketer? What are plans? Budgets? What are painpoints and more.

Break out session round 5 – English

Customer Experience Marketing – Arne van de Wijdeven – Philips

About customer centric marketing in practice and how to create a superior client experience in B2B. A B2B Philips-story.

Plenary session

Panel, wrap up & closing, followed by drinks and bites at 5:25 pm