Speaker spotlight

The agenda might be under construction but we already have some great speakers talking about the topics that matter most in B2B.

We’ve put some of these sessions under the spotlight, take a look below at some of our agenda highlights.

 


Alex Shevelenko

CEO & Founder, RELAYTO
Human Experience Meets the Enterprise

Whether we know it or not, every business is now in the human experience business. The human experience will become everything because as the digitization of every aspect of life continues to evolve – the fear of losing the human touch increases. Everyone wants to experience emotions or share stories at work. But does our tech help us do so?

While the majority of the tech industry still thinks in B2C, B2B, B2B2C, and similar acronyms, the industry visionaries have always taken a 360-degree view of the “human being” behind the consumer/user, the employee or the business buyer.

Key takeaways from Alex’s session will include:

  • “Experience” should not be limited to consumer product companies
  • From customers to employees, enterprises are in the “experience” business, whether they like it or not
  • Tech choices can be aligned using this philosophy
  • Companies who buy in experience above-average returns

Billy Hamilton-Stent

Client strategy director and co-founder, Octopus Group

The B2B buying committee: Whose side are you on?

B2B buying decisions are made by committee. We like to think that the more stakeholders we engage with, the better chance we have of ending up with a sensible, rational choice that’s best for the business.

 But while the decision to buy is discussed by the group, emotions run high as the ‘politics of people’ kicks in. Everyone comes to the table with their own agenda, leading to a battle between different buying personas, each of whom identifies with their own tribe, be it IT, sales, marketing or HR.  

 Often, some have made up their mind before the debate even starts.  And, although most people might claim to make rational decisions, it’s actually more common to be attracted to a business for very human, emotional reasons. This behaviour can be influenced by many current trends, such as the close integration of work and non-work lives, the speed of information consumption, time paucity and commercial pressure.

 Marketers need to ensure that in an automated, tech-led world, B2B brands must think ‘human’. And they need to understand the different personas and how to target them before the talking begins.

 By attending this session, you will learn:

  • The latest insight from B2B buyers.
  • The emotional vs rational drivers at each stage of the decision process.
  • B2B buyers’ current approach to decision-making.
  • What suppliers need to do to cut through in noisy marketplaces.

 

Bridget Kendrick

CMO, ICIS

The role of creativity and emotive engagement in B2B Marketing

Getting your B2B product to stand out can be challenging in a sea of tech-driven, corporate-looking creative where everyone’s doing the same thing.

But wherever they work, people are engaged by vibrant, human brands, and that’s what inspired our campaign ‘Power your decisions with ICIS.com’ for the launch of a new, enhanced platform and brand-new mobile app.

Using our recent campaign as a case study we will explore:

  • Why emotive engagement matters in B2B.
  • How to balance rational and emotive cues to drive real connections with customers.
  • How to join up sales & marketing, ensuring long-term campaign success through an integrated, personal approach with customers.

 

Dr. Christine Bailey

CMO, Valitor

How to build a remarkable brand out of an existing one

In 2017 Valitor was known as a 34-year-old issuer and acquirer who was the market leader in its native Iceland. Outside of Iceland, Valitor was operating under four different brands, following acquisitions in the UK and Denmark.

Fast forward two years and Valitor is now recognised as an international payment solutions company, headquartered in Iceland operating across 22 European countries. Its products and offerings to both omnichannel and SMB organisations have become established solutions in their respective categories too.

This presentation will explore the brand journey Chris has taken Valitor on and the process that she developed and followed to help reposition an already established brand. Chris will share how she conducted a strategic insights study to inform a new mission statement and value proposition, then implemented an overarching master brand strategy and identity.

Valitors’ rebrand has led to an increase in brand awareness, positive sentiment and industry positioning, website traffic, a share of voice amongst key competitors and ultimately more sales leads.

Delegates will benefit from understanding:

  • How to use strategic insights to develop a mission statement and value proposition with purpose.
  • How to implement a master brand strategy – Understanding the role of colour psychology in accurate brand positioning.
  • How to tell your brand story and “punch above your weight” when no-one knows you.
  • How to overcome major challenges and hurdles you might face when rebranding.

 

Leanne Chesco

Field marketing, Demandbase

ABM for every budget – a behind the scenes look at who is doing what and why

The scalability of Account-Based Marketing (ABM) means you can practice this strategy on a budget of nearly any size. The key tenet of ABM espouses narrowing focus to market more effectively to target accounts, which means you can weave it into your marketing efforts even with a relatively small budget and see the positive return on investment. Then with experience (and growing confidence!), you can optimize and establish a cohesive strategy, set measurable goals appropriate to your budget, and grow the footprint of your ABM efforts.

In this panel hosted by Demandbase you will:

  • Dive into realistic game plans for small, medium and large ABM budgets.
  • Learn from experienced B2B marketing guest speakers who will share real-life examples that showcase their foray into ABM.
  • Discover what ended up being budgeting mistakes and what turned into successes.

So whether you’re dipping a toe into the ABM waters or turning the hose on full blast, we invite you to join us for this unique behind-the-scenes conversation that will provide useful guidance as you think about your own resource allocations for ABM in 2019 and beyond.


 

Martin Häring

CMO, Finastra

Data Analytics and Artificial Intelligence – the path to customer centricity

Delivering a truly personalized customer experience – based around behaviours, needs and wants – demands a new approach.

Moving forward, CMOs need to be conversant with big data and innovative technologies such as artificial intelligence to truly exploit the vast amount of information collected across a variety of sources within a company.

Martin will be discussing:

  • How forward-thinking CMOs are already exploring AI.
  • What machine learning technology can do to support your marketing and customer strategies.
  • How AI can help engage more effectively throughout the customer journey.
  • The importance of digital assistants, chatbots, robo-advisors, voice- and speech recognition and how they can help to automate front-end customer processes and provide increased insight into customer behaviour.

Through analysis of the data collected from these sources, savvy marketers can create and deliver personalized services, offering the most appropriate products to customers exactly when they need them. In this sense, we can expect to see increasingly blurred lines between the roles of the CMO, CIO and CXO (Customer Experience Officer).


Sailatha Karthikeyan

Technology & digital architect, Accenture

B2B Trends & Commerce Solution as LEGO® Blocks

B2B digital revenues will grow over 100% in the next 3 years, reaching close to $600 billion in the US alone. The global revenue from offline commerce channels will decrease by almost 20% in that same period. This shift has broad and meaningful implications for how B2B organizations must think about their digital channels and reimagine their existing traditional ones.

Digital Technologies are shaking up the global economy, creating an opportunity like never before with digital customer experience and digital sales channels becoming the primary points of differentiation for B2B companies.

Brands that adapt to the changing expectations and behaviors stand to benefit, while those that ignore the trend will risk losing significant market share and see their businesses disrupted.

Price and product assortment are no longer differentiators. Investing in customer experience will create a foundation to evolve the people, process, and technology — and the time to invest is now.

This session is based on a survey conducted by Accenture Interactive with over 1,000 B2B sales executives to understand the changing digital landscape of the B2B market.

The findings Sailatha will be sharing include:

  • Why customer experience is the key to thriving in change.
  • How the best companies embrace the customer, undergoing an immense shift at a rapid pace.
  • That digital commerce is no exception to disruption and is moving towards customer context.
  • How to stay relevant, continuously innovate and go to market faster.
  • Being elastic enough to accommodate changes in a ‘pit- stop’.

 

Zoe Hominick

Head of business marketing, O2

ABM is all grown up – and O2 have the results to prove it

In this session we plot the course of ABM programmes at O2 from birth (a pilot in 2015) through troublesome twos (expanding out to the first wave of accounts), the teenage years (taking a 1:few approach to c100 accounts) through to its current levels of grown-up sophistication (focusing in on key customer accounts with a broader and deeper strategy).

By taking a long-term view and being prepared to test and learn, O2 has refined ABM to become the most effective tool in its marketing arsenal.

Some of the takeaways for delegates will be:

  • How to build a successful value proposition.
  • How to protect your most valuable accounts through ABM programmes.
  • How to get board-level buy-in for your programmes.
  • How to develop a programme so popular that sales teams have to pitch to take part.
  • What O2 have learned works through running 4 years’ worth of ABM programmes – and what doesn’t.

Also covered will be practical tips on designing and running complex, target-beating programmes including a range of approaches and tactics as diverse as bid support, executive profiling, end-customer workshops, research reports, product roadmaps and proof-of-concept videos.