It has been argued that, stepping back, CX is what marketing is all about; that the two terms are in fact synonymous.

If this is the case, then the CMO should play a pivotal role in CX strategy be the custodian of customer experience. It falls on the shoulders of the CMO to be the voice of the customer into the business and aligning all cross-funktional teams around the customer.

This session will focus on:

• Taking the lead as a B2B marketer through initiating change and building an integrated customer, employee and brand experience
• How to identify which components of CX within a business need to be transformed
• What are the right CX metrics to share with the leadership team?
• The cultural aspects of CX change: how to influence departments outside of marketing’s control
• Generating impact without direct authority

Supplementing the existing content strategy, Daniel convinced Mimecast HQ to pilot a new content approach for driving inbound leads and generating strong thought-leadership in the local market…in a heavily content-cluttered marketplace.

During this session Daniel will share how his team managed to convince HQ to do the pilot and how they:
• Identified an “empty” content niche by analysing existing local content players, who had a voice and how strong
• The strategy behind building for a local audience, but leveraging HQ intelligence
• Balancing local and global content to avoid cannibalising
• The distribution strategy for content amplification

• Building brand above sales activation
• The need for consistency, relevance and clarity of brand positioning and messaging
• Delivering a consistent and memorable brand experience across touchpoints

Achieving your business objectives through a CX strategy needs the right mix of capabilities, with technology playing an ever-increasing part. As our customers’ expectations continue to grow and technology advances such as AI become more prevalent, your company needs to be fighting-fit in order to evolve.

• Why it starts with creating a culture of change
• Closing the distance between your IT Team and your customers is vital
• What it truly means to be Agile and some simple practices which work in any business context
• Your transformation doesn’t have an end date… what does that mean for you?

Marketing organisations in Australia invest 23-30% of their marketing budget on content development. Marketers are now well-equipped to measure audience engagement with content at the top of the funnel. Yet there is little visibility on how buyers engage with content when sales teams follow up on the leads. With increasing pressure to be accountable for revenue, how do you ensure salespeople use the right content, for the right opportunity, at the right time in the buying journey? In this session we will discuss how to optimise content processes for greater customer value and ROMI:

• Enabling marketing and sales to speak a common language through technology
• Keeping content always up-to-date and brand compliant
• Integrating content, data and technology to maximise sales effectiveness
• Steps to success in content transformation initiatives
• Hyper-personalisation of content, at scale
• Measuring the impact of content on revenue

The Australian Trade and Investment Commission – or Austrade are responsible for promoting Australian trade, investment, education and tourism to the world.

With experience gained in marketing leadership roles at IBM, Qantas and Deloitte, Jessica will share some of her key learning from revitalising Australia’s Nation Brand to be more than just a tourist destination.

She’ll share learning from this large-scale brand transformation including:

• Create a consistent brand narrative that encourages Storytelling all over the world that inspires clients* and employees alike.
• Positioning the brand across a wide variety of industries and geographies
• Supporting the new brand proposition with data-driven insights
• Influencing stakeholders outside of marketing’s chain of command on positioning of the new brand

What does great customer experience look like?

In this session the panel will discuss:

• Why CX is a struggle
• Building CX capability, structure and culture: the CMO’s role
• Advice for getting started with CX
• Who owns the customer when the Key Account Director leaves the organisation?
• Closing the CX gap
• The value of pain points and opportunity points
• Turning insights into programs that improve CX

Content Marketing as a Revenue Function

According to CMI, year after year, content marketers consistently cite measuring content effectiveness and showing ROI among their top challenges.

During this panel, B2B Content Marketers share the data and analytics they use to prove the effectiveness of their content efforts and how they’re proving content drives business and revenue

• Using content to progress conversations during long sales cycles
• Analysing content engagement to understand true buyer preferences
• Identify the right metrics to track in the buyer journey
• How to tangibly demonstrate value from your content programs
• Measurement models – The data that prove the effectiveness of your content efforts and ROI
• Budget allocation to content marketing

Balancing long-term brand building activities and short-term demand generation and the budget allocation of each.

Building your “board-friendly” brand strategy – selling the concept of brand and its importance for revenue and growth.

Measuring brand health, brand measurement tools and metrics.