Agenda Day 2, June 8th, 2022: (see Agenda Day 1) (back to Marketing Event Summary)
09.00 – Opening Remarks from the Chair
Matthew Smith, VP Global Marketing, Ericsson
09.15 – How the Pandemic Gave Me the Opportunity to Go Digital in a Traditional B2B Company
· When I joined Mammoet, the marketing and communications organization was set up to react on requests for brochures and other collateral from the sales and project organization
· Business was generated by hopping on planes as if they are subways in order to talk with the customer. Business was relatively comfortable – the petrochemical sector would knock on our doors
· Until the collapse of the oil price and the pandemic early 2020
· I came in right at the start of the first lockdown. When budgets and vacancies were frozen, I managed to get the go ahead and resources to develop digital marketing
· What did the team do and how did we take the rest of the organization along?
Jeroen Overduin, Global Head of Marketing & Communication, Mammoet
10.00 - Create an Emotional Connection w/ your Brand
· Making branded content that individuals actually care about and engage in
· Creating moments that attract people to tune in
· Ensuring a human connection in digital marketing
Monika Schulze, Head of Customer and Innovation Management, Zurich Insurance
10.45 – Morning Coffee and Networking
11.30 – Building a Community Around your Brand
In todays hyper connected world, people don´t just want to buy from brands, they want to be a part of it! Learn how you build communities that turn customers into fans that become your best advocates, trusted advisors to you and your customers, as well as partners for faster and better innovation.
Malin Liden, VP, Head of EMEA Marketing Transformation Office, SAP
12.15 – How Artificial Intelligence is transforming Social Media Marketing
· Why is Artificial Intelligence being adopted for Social Media Marketing?
· Artificial Intelligence driven notifications and alerts
· Discover actionable business insights with Artificial Intelligence
Clive Roach, Director of Digital Social Media, Signify
13.00 – Lunch Break
14.00 – Sales & Marketing Alignment for Setting up a Successful Omni-Channel Demand Generation Approach
Dominik Schneider, Director, Head of Digital & Content Marketing, Straumann Group
14.45 – E-commerce and Brand – Resolving the Conflict on the Website
Arthur Werner, Director, Global eCommerce & Operations, HARMAN
15.30 – Agnostic Marketing: The Power and Possibilities of Fair Dealing
FreedomPay is an open and agnostic tech commerce platform powering payments worldwide. Customers include: the world’s top 10 food service providers; 100+ airports in America; the world’s top 5 hotel resorts; and thousands of restaurants. In addition, FreedomPay partners with many acquirers/banks such as J.P. Morgan Chase, Barclays, Citi, Lloyds, Elavon and Global Payments to enable their customers across multiple industries.
In order to drive growth and opportunities the FreedomPay Marketing team adopts a fair, impartial, and open relationship with all these partners. As in the world of some broadcasting, Fair Dealing can be a statutory defense, but although this is not a legal requirement in Marketing it’s a helpful approach for many B2B Marketers: Partnering/advocacy marketing is key to B2B growth.
FreedomPay Marketing team is ‘fair to all’ fair to the customers, fair to clients and fair to partners. Content should be based on respect, openness and straight dealing.
Liesl Smith, SVP Marketing & Sales Enablement, FreedomPay
Taylor Durovsik, Associate Director, Marketing & Communications, FreedomPay
16.15 – Brief Coffee Break and Networking
16.30 - How to Use Music to Leverage your Business Results
· What do we do in the music industry and how music has changed in the last decades
· Building relations with clients through music
· How to innovate through music
· Artists as 360 degrees brands / influencers
· Role of music in your content marketing strategy
· Case studies
Slawomir Kochanski, Digital Director, Universal Music
17.15 - Interactive Discussion: Creating a New Marketing Strategy and Evolving your Digital and Customer Journey Landscape
Alexander Rodrigues, Marketing Director, Dyson
17.45 – Closing Remarks from the Chair and End of Forum