- Preliminary programme -
1:1 Coaching sessions, interactive workshops and Lunch & Learn sessions will take place throughout the day
Doors open from 8:30 am
MORNING
Opening and Welcome
Speakers in elevator pitch
Plenary:
Stop Marketing, Start Engaging! Scott Stratten – keynote
How does it really work? How do you make sure you get new clients or new business without ‘sending’ all the time? Scott will speak about engagement. In new ways of effective marketing it’s all about engaging, about 1:1 relations with your target audience, about social media and technology that can support the marketers. All in all, Stratten, author of the book UNmarketing – Stop Marketing, Start Engaging, seems to be on a mission of waking up the B2B marketers.
Break out:
Learnings in B2B Marketing Engagement – Todd Wheatland – Kelly Services
Todd is a front-runner in implementing content marketing at Kelly Services global. Todd will speak about:
- Audience, Personas & Voice of Customer
- Establishing Outposts and Spokespeople?
- Determining the Best Formats – PDF, Video, etc
- Measuring Engagement & Results
Drive More Revenue — Be everywhere your customers are…all the time! – Will Schnabel – Silverpop
The way we communicate is moving—literally. Successful marketers know they need to go where their customers are, and today that means being in several places at the same time, multiple times every day. As the world goes “mocial”—the convergence of mobile, social, local, and email—marketers must change the way they interact with customers and prospects to accelerate revenue growth. Join us to learn how to drive more revenue by meeting your customers whenever and wherever they are.
Social CRM in Philips B2B – Kors van Wyngaarden and Patrick Filius – Philips Healthcare
Kors and Patrick will present the ‘social’ CRM strategy at Philips Healthcare, more specific the award-winning Innovations in Health-project on LinkedIn.
Content marketing: Recycling content | case studies – Ingrid Archer – spotONvision
Content marketing in practice: the biggest challenge seems to be to create great, effective and the right amount of content, whether articles, whitepapers or videos. How can you efficiently manage your content, re-purpose when needed and get more content out of your events?
Workshops:
Online Video in B2B – Nico Verspaget – Quadia WebTV
This workshop is about the power of online video in general. Online video is more than just a Youtube-channel and pre-rolls. Nico will be going over cases in B2B and internal communications
How to help your Sales with social media to engage with your customers? – Laura Nuhaan – The Andeta Group
In this workshop we will discuss why marketing and sales should cooperate and be aligned to engage more effectively with customers and increase customer intimacy through Social Media. Business examples will illustrate how alignment and social media enable organizations to communicate with customers at the right time, with the right message and to the right person.
LUNCH
Lunch & Learn sessions
1:1 Coaching sessions
AFTERNOON
Plenary:
B2B Marketing Barometer 2012 – Reg van Steen – TNS NIPO
Reg will present the results of the B2B Marketing Barometer, a joint initiative of spotONvision and TNS-NIPO. What are today’s challenges in marketing? What are plans? Budgets? Painpoints and more?
The NIMA B2B AWARD 2012
We will see the nominees for this prestigious NIMA B2B AWARD on stage. A professional jury will select the winner for 2012 together with the audience.
Break out:
The Marketing Revolution: Engage – Lead – Perform – Lisa Arthur – Aprimo
With the proliferation of new channels, the pressure for marketers to deliver ROI in today’s economy and customers’ growing appetite for personal relationships with brands, CMOs and marketing teams will find they need to constantly reinvent their roles and drive revolutionary change.
For the last two years, Aprimo CMO Lisa Arthur has traveled the world – meeting with C-level Marketers at some of the world’s most admired and successful organizations. Her presentation is a field report from the front lines of the Marketing Revolution: How leading Marketers have created and executed strategic roadmaps helping them transform their marketing organizations by engaging with customers more effectively and increasing internal efficiencies and productivity, leading to both increased sales and increased return on marketing investment.
Content Driven Marketing as the strategic source of competitive advantage – Vincent Hooplot – ROBECO Groep
Retail and B2B markets are under constant pressure of commoditization. How to cut through the clutter? By now smart marketing professionals have figured out that relevant, proprietary content is the key source of long term competitive advantage for the company. But how to get your colleagues and senior management aligned behind this thought? What is the preferable role of senior management and which troubles does one face in the process? What are the do’s and dont’s? These are the topics that will be discussed.
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald Velten – IBM
Most companies don’t know how to listen to customers. IBM interviewed more than 1700 CMO’s face-to-face about their vision, challenges and barriers. Ronald will talk about the Study results and look at the consequences for B2B marketing.
Workshop:
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get kick started with Buyer Personas? Join us in a hands-on workshop and get the first hand insights from a psychologist and a marketer.
Plenary:
The Conversation Company – Steven Van Belleghem – Keynote
‘Start actually using your customers’ feed back’ appears on the cover as the subtitle on the newest book by Steven van Belleghem (to be released around March 20th). Many companies stepped into the world of social media. Yet they still don’t get the conversation started. Companies will have to fundamentally change their ways of working and one of the most important things to understand is that marketing is no longer the responsibility of the marketing department, but it’s a responsibility of everyone in the company.
Steven van Belleghem shows what it’s all about: company culture, re-connecting employees with customers and how social media can help.
Panel discussion and wrap up
Together with our chairman we look back on the day
B2B Network drinks
Let’s have fun and drinks with our B2B peers!
