CONFERENCE: A brave new world: Digital marketing in the 21st century

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Agenda for CONFERENCE: A brave new world: Digital marketing in the 21st century

9:30am - Welcome speech and introduction
Joel Harrison, editor, B2B Marketing

9:40am - Keynote speech
The B2B marketing landscape has changed immensely in recent times. Demand Generation, Marketing Automation, Social Media, Database, ROI, Content Management, Lead Nurturing, Sales Alignment - sometimes it all just too much to take on board. What does it all mean for my marketing campaigns and for my career? 
Pete Jakob has been at the forefront of driving change in his role as IBM UK's Marketing Transformation Leader and will give a personal perspective on that state of marketing in the B2B world today, and outline his vision of the exciting opportunity ahead for those of us with the ambition to grasp it. 
Pete Jakob, marketing transformation leader, IBM

10:20am - Session 1: Campaigns are dead - long live content.
Traditional broadcast, interruption-based marketing ain't working and along with it the concept of marketing campaigns. Through away that campaign planning spreadsheet with those nicely ordered marcomms activities. The B2B buying journey has changed entirely! You can't run a 'go to market' when its convenient for you. You need to be always on and always consistent. Focus on generating good content that harnesses your expertise, addresses your audience's challenges and has a life of its own beyond a few mailshots or events. It's not about you any more, it's about them.
John Watton, CMO, Shipserv

10:50am - Break

11:20am  - Session 2: Do the maths: Why numbers have replaced creativity as the core marketing discipline
Richard Evans, director of marketing EMEA at Silverpop

11:50am - Session 3: Forget everything you know: The digital skills that are key to your marketing future.
This session will examine how the digital revolution has transformed the skills and responsibilities of the B2B marketer, requiring marketers to radically transform their roles and areas of areas of expertise to meet the requirements of the modern organisation. It will help marketers understand how they need to adapt to the new environment to help their business succeed and to ensure that their career thrives.
Andrew Buckley, vice-president for marketing & strategy EMEA, Amex

1:40pm - Breakout sessions*

2:10pm - Breakout sessions*

2:40pm - Breakout sessions*

3:10pm - Break

3:30pm - Closing keynote 
The basics of brand communications are being turned upside down by the web and especially by social media. By around 2015, the strengths and weaknesses of every company will be apparent to most customers, business partners and channels, so that one of the first questions that will be asked in every marketing decision will be: "What do our customers believe we do today, and what do they think about it?" The required response is 'open-book marketing,' which explains your marketing to customers beforehand.
Professor Merlin Stone

4:10pm - Panel debate: Motion for debate to be selected by delegate poll during the morning session.

4:40pm - Closing remarks

5:00pm - Conference closes

*Breakout sessions consist of the following subjects:

• Demand generation 1: Online customer engagement. Hosted by Zina Manda, director, Mardev 
• Demand generation 2: Marketing automation. Hosted by Stuart Wheldon, director of client services, Eloqua
• Social media 1: Marketing strategy - Twitter, LinkedIn and Facebook. This session will look at three of the biggest social media tools, their relevance to B2B and their different uses. Areas covered will include: Is it right for my business? How to choose the right Social Media tools, the five different uses of Twitter in B2B and the key challenges you may face, plus can Twitter be used as a pure promotional tool; the five different uses of LinkedIn in B2B, what makes a successful LinkedIn group and pitfalls to avoid; The five different uses of Facebook in B2B, why Facebook isn’t just for B2C businesses and examples of good B2B Facebook pages.
  Hosted by Gifford Morley-Fletcher, head of strategy, Base One
• Social media 2: Advanced marketing. Hosted by Marc Keating, director of digital, IAS B2B
• Email marketing: Creative and layout. 
  Email remains an essential communication channel in the b2b digital marketing mix. The session will look at  two key elements that drive the engagement success of email campaigns - content and layout - and provide tips and examples of what works, giving attendees practical and useful takeaways.
  Hosted by Denise Cox, email communications specialist, Newsweaver
• Analytics: Reporting to the board: How to get the finance team to love marketing. 
  Every marketer will have experienced dismissive language and glazed eyes from their finance and commercial colleagues at some point in their career. Shifting perceptions of marketing from being 'fluffy money spenders' to 'essential profit generators' can be an uphill struggle. This session will outline an approach to translating analytics into snapshot reporting, ways of using powerful language that the board will love, and give tips on practical techniques for communicating the contribution of marketing to the bottom line.
  Hosted by Bryony Thomas, owner, Clear Thought Consulting
• SEO: Hosted by Steve Kemish, Cyance
• Total Marketing: Integrating traditional and digital media. Sponsored and hosted by Paul Everett, marketing director, The Marketing Pratice
• Content marketing: Effective online content strategies. Hosted by The Press Association