CONFERENCE DAY two | Wednesday, 17 May 2017
CONFERENCE DAY two | Wednesday, 17 May 2017
09:00 Welcome and opening remarks from the MC Todd Wheatland, Global Head of Strategy, Isentia( King Content)( ex. Global CMO and VP Marketing EMEA, Kelly Services)
DIGITAL AND BRAND TRANSFORMATION IN B2B MARKETING
09:15 Keynote presentation: MYOB’ s brand transformation – from household desktop software brand to online tech company
• The re-education of the market of the transformation to a fast moving innovative tech and cloud-based company
• Using video as part of the brand refresh- MTV personality Kate Peck and the fourth edition of the‘ Future of Business Report
• The importance of brand and cultural alignment Natalie Feehan, Executive General Manager- Group Marketing, MYOB
09:45 Keynote: Application of behavioural economic principles to data-driven communications activities
• The establishment of a team of data scientists to implement agile multi-variant testing of communications through data and insights
• How to affect behavioural change in customers’ decision-making process
• Unpacking behaviour opportunities and blockages and apply behavioural economic principles to datadriven communications activities
• The‘ interception model’, where all touchpoints are aligned and taking an agile test and learn approach
• Getting internal staff on board the change journey, adjusting their focus and working together Georgina Williams, Group Executive Marketing and Corporate Affairs, AustralianSuper
10:15 International Keynote: The rise of the new marketing organization- Bottom-line; your target audience will review your digital footprint before considering any offerings
• Driving high growth entrepreneurial businesses from early growth phase to maturity
• Building customer first cultures across departments
• Data-driven decision making – the importance of metrics and processes for driving growth
• Enabling technologies- navigating the amazing and terrifying MarTech landscape
• Building world-class sales and channel-integrated marketing organisations for driving growth
10:45 MORNING TEA AND NETWORKING BREAK
ANALYTICS, ROI and DASHBOARDS
11:15 Case study: Using data as a weapon in Lenovo – the empowerment of marketers using analytics
“ On average 70 % of data within companies goes unused”- Forrester Research, Lenovo and SAP
•‘ The truth is in the data’ à empowering Marketers with Data & gaining internal approval from managers & budget controllers
• Using data-driven decision making for delivering growth, productivity and profitability
• Identifying and targeting decision-makers à Complexity in decision-making & the importance of Acquisition vs Retention
• Using a data-led approach across the APAC region, from multi-touch customer acquisition to re-directing budget to new marketing pillars & enhancing traditional marketing ROI
• Creating relationships using Social Selling & the Power of People buying from People
• Analytics for proving the results of marketing investments, attribution of revenue and profitability over the customer lifecycle
Nick Reynolds, CMO Asia Pacific, Lenovo
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