Agenda Day 1, June 7th, 2022: (see Agenda Day 2) (back to Marketing Event Summary)
(time zone used is Central European Time)
09.00 - Opening Remarks from the Chair
Matthew Smith, VP Global Marketing, Ericsson
09.15 – Brand is Business. How a Change in Purpose and Strategy Re-freshed Ericsson
Anne Gro Gulla, Global Brand Manager, Ericsson
10.00 – Demonstrate Bankable ROI through Digital Sales and Marketing
· How to manage channel conflict and support the transition to digital sales
· The importance of measuring everything to test and learn, fast
· Achieving bankable ROI to unlock further investments
Francesco Federico, CMO, UK & Ireland, JLL
10.45 – Morning Coffee and Networking
11.30 – How to Rekindle Post-COVID Growth in Marketing
Travel and tourism sector was devastated by COVID. This has left only nominal marketing resources for many companies in the industry. As the world starts to re-open, some marketing organizations struggle to get back on the executives’ agenda. This session shares an ongoing use case how to define entire marketing organization and operations to drive future growth. If we fail, marketing activities will perish for years to come.
Jussi Wacklin, VP of Corporate Marketing & Culture, Amadeus IT Group
12.15 – How Meaningful Content Takes Over Traditional Advertising in the Digital Sphere
Metin Çerasi, Head of Digital Strategy and Marketing, Arçelik
13.00 – Lunch Break
14.00 – Marketing Automation at the heart of Omnichannel Engagement: Integration is Key
· Consent & Identity hubs at the heart of your Customer Engagement
· Omni-channel, iterative campaigns based on Customer behaviors
· You’re only as strong as your weakest link (in your Customer Engagement Capability Ecosystem)
Philippe Kirby, Global Digital Capabilities Lead, MSD
14.45 – Aligning the Sales Funnel to the B2B Buyer's Journey
· The funnel concept
· Digital buyer's journey
· Managing the complexity of long buying cycles and multiple influencing personas
· Predictive modelling of the sales funnel
· Marketing attribution
Ceri Jones, Senior Director, Global Demand Generation, Taulia Inc.
15.30 – Afternoon Coffee and Networking
16.00 – Create a User Experience and Customer Journey Using the Right Channels & Platforms
· Identify which channels or platforms works better depending on your company and the target
· Using customer data to understand their needs
· Embedding your brand along all touchpoints
Florent Edouard, Global Head of Commercial Excellence, Grünenthal Group
16.45 - Purposeful Brand Storytelling
· Bringing company’s purpose to life with authentic people stories
· Creating an engaging and interesting year-long brand campaign about purpose
· Branding, communications and marketing and HR working closely together
Ritva Seppanen. VP, Branding, Wärtsilä
17.30 – Turn Strategic Intent into Strategic Experience
Dylan Evans, Principal Designer, Strategic Marketing, Philips Experience Design
18.15 - Closing Remarks from the Chair and End of Day 1