Despite endlessly saying they want to be more customer focused, many firms don’t have a marketer in the top team. Too few CMOs make it to CEO, and marketers’ reputation with CEOs is mixed.

This year we’ll kick off with the world’s largest authority on Marketing Leadership, Former McKinsey Partner, Thomas Barta. Author of the first ever book on Marketing Leadership, based on the largest ever research study into marketing leadership, he provides answers to the important question “What makes an effective and successful marketing leader and how do marketers achieve a stronger voice in the C-suite?

Thomas will show how to:

• Make an impact at the highest level and align marketing with the company’s priorities, as seen by the CEO and CFO
• Inspire your non-marketing colleagues (Sales, Customer Service) to meet customers’ needs better than the competition, maximizing the value creation zone (‘V-Zone’), the crucial overlap between your customers’ needs and the company’s needs
• Build a winning marketing team, becoming a ‘leader of leaders’, and
• Focus on inspirational goals so you can inspire others to serve customers better.

This presentation will show that marketing leaders must understand the big issues, focus on the bottom line, and dare to get the best people involved. The aim? More influence within the company, a better career, and more fun!

The new CMO have more technology budget, is an orchestrator of customer experience, is expected to lead transformational change, is the engine for growth and need to prove their value as revenue generators

• CEO/CMO alignment - the new CMO power place; becoming the optimal provider of advice to the CEO
• Customer Experience in B2B - CMOs as owners of customer experience
• Cross-functional collaboration - IT/HR/CFO/CEO
• Driving change - getting executive buy-in across the organisation
• Future proofing the marketing team and structure of the future

Managing global growth with a portfolio of 185 countries requires not only strategic business skills but also a willingness to interrogate data to ensure efficient and effective execution.
In this session Wendy will share:

• Five guiding principles to drive growth for your brand through data driven decisions
• How to use data to drive more effective marketing investments on a daily basis
• The importance of organisational culture in using data to grow your brand
• Engaging deep customer empathy to drive greater business growth
• Using rapid experimentation to uncover incremental growth opportunities
• Fine tuning your analytics approach to provide more accurate attribution

• The six year evolution of the content marketing strategy, platform and program
• Driving leads through content and the importance of listening and analysing data for content that resonates and performs
• The importance of scientific and editorial calendars based on business direction
• Reactive content based on economic change and its impact on our industry
• Content production and distribution across local markets – how much and where to localise
• How the consumption of content differ in different markets and how to adjust your strategy
• Content through the funnel and the importance of a tight MQL to SQL process hand-over to sales

Speaker to be announced August 6th

B2B Marketers have long been on the hunt for the elusive data that would prove the effectiveness of their content efforts. Without the kinds of analytics that prove content drives business, Marketing will be hard-pressed to prove its worth.

Marketing (and Sales) need to access data that proves when content is used, how it’s used, how it influences deals and the true ROI of each piece of content.

In this session you’ll learn:

• Are the best performing pieces being used most often?
• Understand how sales are consuming the content and which pieces work most effectively
• Understand average page views, the length of time readers spend on content, what content drives the most engagement and who drives the most interaction.
• Measure how much revenue the content effort is driving
• How you can determine the ROI of your organisation’s entire content engine and the value of a single piece of content.

If you are tasked with generating—and nurturing—higher-quality leads for sales, you can’t miss this closing session with Carlos Hidalgo.

Generating higher quality leads that sales actually follow up has always been one of the top tasks of B2B marketers. The unfortunate reality is that in many of these organisations, marketing KPIs are still often linked to the number of MQLs generated resulting in martech such as marketing automation being used as spam engines and incoming MQLs being of such poor quality they are completely ignored by sales.

Marketers must take a step back from tactics and develop a more strategic approach to their demand generation including a buyer-centric content marketing strategy.

In this session, you will learn how to:

• Define demand generation strategically
• Develop buyer-insights that will drive your content marketing
• How to build a buyer-centric content architecture from gained insights
• Identify the types of content that will connect best with your unique buyers throughout the buyer’s journey
• How to align with sales throughout the entire Demand Generation Process