Having spent 13 years in B2B and B2C ecommerce with eBay and PayPal, Britta joined Australian tech start-up and ASX 200 Nearmap two years ago to build a Global Customer Experience Team and post-sale Customer Success program.

During this session she’ll share:

• How Customer Experience, Customer Success, and Customer Retention interlink
• How to create seamless experiences and delighting customers at every interaction while delivering on the brand promise post sale
• Why it’s important to understand customer needs, leverage customer insights, and create the right engagement for the right customer at the right time
• The role of data to support CX strategies as well as the challenge of data silos preventing a 360 degree view of the customer
• How to leverage NPS, CSAT and CES measurements to achieve a focus on customer-centricity internally
• The cultural aspects of CX change: how to influence departments and generating impact without direct authority

It’s a familiar scenario; increasing spend on content marketing globally, siloed regional teams, and difficultly measuring content ROI. Determined to transform their entire approach to content and digital marketing, 18mths ago the team at Konica Minolta embarked on a global transformation project.

Leading the Global team from Australia, Prue Carlton will share insights on how this project is set to lead the way for a performance-based approach to content marketing globally.

She’ll share:

• How data was at the source of the problem, and the solution
• Early indicators of success in performance and team collaboration
• How this model is giving an equal voice to smaller regions and countries
• How they got started, and how you can too

DXC Technology was globally launched in 2017, as a result of the merger of CSC and HPE Enterprise Services. This followed quickly after several acquisitions already completed in the Australia and New Zealand region including publicly-owned IT services company UXC.

Four years on, after a major global transformation, including a new CEO, DXC will shortly be launching a new brand identity and core values to reflect the new focus on customers, people and the community.

During this session Bernice will share her stories and learnings from:

• Locally consolidating several Australian brands into a global Masterbrand, whilst establishing a new brand in a mature and highly competitive market
• Balancing both local and global HQ brand expectations
• Using employee engagement to help bring brand values to life from the inside-out
• Delivering a consistent and memorable brand experience across touchpoints
• Building brand above sales activation

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?

Faced with ambitious ANZ growth targets, Li was tasked with driving awareness, demand-gen and credibility for NICE’s CXone platform.

In this case study, we’ll share the high-impact initiative, and how the marketing team was able to cut through the competitive clutter, achieve phenomenal awareness, drive customer engagement, and deliver sales opportunities.

During this practical session we’ll share:

• The creative-led campaign to cut through in a very noisy COVID-19 market
• How market and customer activation was the centre to extend media dollars and over-achieve on share of voice (SOV)
• The Full-funnel approach to drive TOF awareness and BOF conversion across multiple touchpoints
• Learnings and lessons in stakeholder management, alignment, and garnering support from siloed global teams

Xero provides cloud-based accounting software to over two million subscribers around the world. As a leader on the 2020 Financial Times High-Growth Companies APAC list and ANZ winner of Interbrand’s Breakthrough Brands, the role of brand has been pivotal to their continued growth.  

With a shift in focus from a B2B to Business to User (B2U) approach, AU Marketing Director, Vladka Kazda, will share how Xero are building their direct relationship with users and allocating brand dollars accordingly to reach a broader community.  

Throughout the session, Vladka will discuss:

• B2B to B2U – leveraging the flywheel for scale
• The importance of brand in Xero’s new supporting marketing campaign
• How to win direct and the role this plays in renewal

What does great customer experience look like?

In this session the panel we’ll 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

Moderated by: Alison Sainsbury, Director of Digital Experience, Sitecore

Content Marketing as a Growth 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 methodologies and data they use to prove the effectiveness of their content efforts and how it drives business and revenue.

• Setting objectives which align to business goals and inform success metrics
• Key metrics for content and how they tell a story on what to improve
• Using content to progress conversations during long customer journeys
• Analysing content engagement to understand true buyer preferences and audience needs
• The role and fit of amplification in your content program and how this impacts ROI
• Measurement models – The data that prove the effectiveness of your content efforts and ROI

Moderated by: Janine Pares, Managing Director, Thinksmart Marketing

• Balancing long-term brand building activities and short-term demand generation.
• 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.

Moderated by: Michael Levine, Head of Enterprise, LinkedIn Australia