Pre-Conference Workshops

Tuesday 21 May 2019

09:00 - 16:00

Workshop A: Content Marketing Strategy Workshop

How to use content marketing to deliver business objectives - a framework for action

Understanding your audience and how content is key to customer experience is paramount. In this interactive workshop you will learn how to build and execute a content marketing strategy that connects you with your audience and delivers on your business goals.

  • This workshop will work through the steps of:
  • Aligning your content strategy with your organisation’s objectives
  • Building the right team
  • Accessing multiple data sources for real insights
  • Persona development and refinement
  • Creation of a content plan that delivers value to your audience
  • Distribution
  • Testing, learning, revising content plans

You’ll leave this session with the tools and information to create real and deep connections with audiences with every interaction, and stand out from the crowd.

Bring an idea for a piece of hero content (eg ebook or research piece) for your business, and we’ll work on a quarter-long content program to drive audiences to it from every channel, gain media coverage and, ultimately, drive brand awareness, leads, loyalty and advocacy.

Workshop leader:
Hallie Donkin
Managing Editor – Brands

Mahlab is a content marketing agency that’s been creating genuine connections through content since 1997. Hallie has been with Mahlab for a decade. She’s launched several award-winning print titles and digital content strategies for associations, and now works with marketing and content teams at Salesforce, Lenovo, HBF, DocuSign, CommSec, CFS, UTS and more. Leading Mahlab’s team of brand editors, Hallie is a master of finding fascinating tales to tell B2B organisations’ customers.


Hallie Donkin Mahlab Content Marketing Strategy Workshop Sydney May 2019
Hallie Donkin
Managing Editor – Brands
09:00 - 16:00

Workshop B: Channel Marketing Strategy Workshop

Successful Channel Marketing: Maximizing the business value with partners

Channel Marketing is a specialisation within the overall discipline of marketing, focused on communicating value to, through, with and for channel partners. The right approach depends on the Go-To-Market strategy and the objectives a business wants to achieve.

Today’s Partners typically work with 5–25 Vendors at any given time. The constant flow of information coming in from these Vendors can be disruptive, overwhelming, and confusing. Vendors who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers mindshare.

The objective of the workshop is to give an overview of the specific needs of marketing to, with, through and for partners. Based on values for partners and vendor objectives the attendees will develop approaches to improve business results. In a combination of sharing best practices as well as interactive working sessions, the attendees will generate new ideas and a concrete action plan to execute.

This workshop will work through the steps of:

  1. Why do partners buy from vendors? What benefits do they expect and how can you align them with your objectives in your partner program?
  2. Through Partner Marketing: How vendors and partners align
  3. To Channel Partner: Engaging and empowering the channel
  4. Persona development to better understand my partner marketer needs
  5. Mapping the partner journey: Applying personas to optimise channel marketing

Workshop leader:

With Over 25 years of global channel marketing experience, Mona holds extensive expertise in Channel go-to-market plans that directly support business growth objectives and drive significant and measurable ROI – increasing demand, driving sales, and positively impacting brand equity. In addition, she has led highly skilled marketing teams that deliver engagement with the channel and end users.

Mona Lolas CMO VisumCX Channel Partner CX Workshop Customer Experience Strategy Journey Mapping Sydney Australia 2019
Mona Lolas
Managing Director, APAC