CONFERENCE AGENDA
Marketing matters in the 'new normal'
Adding value to the bottom line
Thursday 24 September 2020
9.00
BREAKFAST NETWORKING
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, a new interactive conference platform.
9.15
CHAIR'S INTRODUCTION
Nadia Cristina, PM Forum
9.25
WHO WANTS TO BE A TRUSTED ADVISOR?
Rippan Vig, Watson Farley & Williams
Becoming a trusted advisor is not just the holy grail for partners, it’s the holy grail for marketers too. Can we practice what we preach and shift from being perceived as a dispensable service to an integral function embedded in the fabric of our organisations?
In this keynote, Rippan will discuss the power of adopting a strategic approach to address the perception and position of marketers in professional services, what added value really means and how to deliver it to elevate marketing from service to business partner.
10.05
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, a new interactive conference platform.
10.20
BUILDING CLIENT VALUE WITH ACCOUNT-BASED MARKETING
Bev Burgess
ABM delivers a higher return on investment than any other form of B2B marketing. But how does this technique, which came out of the tech sector, work in professional services? What are the unique challenges you will face in building a programme, and how have others overcome them?
In this session, Bev will share what you can expect from a successful ABM programme and how to design and execute the right programme for your firm.
11.00
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, a new interactive conference platform.
11.20
MOVING MARKETING UP THE VALUE CHAIN
Lucy Birch, David Nelson and Maria Jennings, PwC
Getting buy-in and recognition from your stakeholders that marketing can be a significant driver of value requires a dataled and outcomes-focused approach. To raise marketing up the commercial agenda, Lucy, David and Maria had to transform both the approach to campaigns, and the way in which they engaged the business.
In this session, they will explore two campaigns, both of which used data to continually refine and improve the value and impact realised during the campaign
12.00
MORNING BREAKOUT SESSIONS
Choose one of the following: Either stay in the ‘main hall’ for the Overview option, or select one of the five workshops (for in-house marketers/BD only).
OVERVIEW
ROI – more than just a calculation
Richard Crook, Charles Russell Speechlys
Getting approval for your ambitious marketing initiatives from nonmarketers, for example FDs and CEOs, is never easy. Adopting the language of finance, specifically by calculating the ‘Return on Investment’ (ROI) and ‘Internal Rate of Return’ (IRR) on an initiative, should improve your success rate. Richard will be explaining how to:
use both these metrics when presenting alternative projects for approval
track the gain and costs as a project proceeds
calculate the final ROI on completion.
A
Make your brand stand out
Bob Mytton, Mytton Williams
According to research, strong brands have a four times greater chance to grow market share. The strongest brands are simple, consistent, honest and constantly reinforce their core values. Based on over 30 years’ experience, Bob will explain how to:
get buy-in from feeearners and influence stakeholders
take your existing brand elements and make them work better, ensuring your firm stands out
make your brand messages coherent, effective across all touch-points and engaging.
B
Thought leadership for strategic impact
Claire Mason, Man Bites Dog
Clients need unique insights to help them navigate an uncertain world. Firms can create demand by sharing ideas that focus on long-term value creation. Use thought leadership to unify your complex firm behind a big idea to build reputation, deepen client relationships and generate revenue. Claire will teach you how to:
win attention, and business, from senior decision makers.
generate game changing strategic ideas.
understand the secrets of commercially effective campaigns.
C
The power of communication
Liz Whitaker, Propella Global
Marketing professionals, your time has come. Your partners need you like never before, to show them how to use communications to keep existing clients and win new ones. Liz will open her secret stash of 30 years of experience to share:
a simple technique that will instantly translate your work into the language of the business
ways of making the impersonal, personal
how to leverage more value from your existing marketing communications.
D
Client feedback programmes
Claire Rason, Client Talk
At the heart of every client feedback programme is a conversation. But the ability to listen is a skill that is often overlooked and taken for granted. We need to discover who listens in our organisations and equip them with better skills. Claire will look at:
how to actively listen to our clients
how mindsets stop us acting on what we hear
how to develop a strategy from the results – and use it to generate growth.
E
A value-first social media strategy
Bram Vanoirbeek, The Thing about Digital
Only social media behaviour that adds value for contacts raises brand awareness and credibility. In this session, Bram will discuss the essential elements of a value-first social media approach, including:
Aligning your social media strategy to your business objectives
Building a multi-levelled social media approach
Looking more closely at LinkedIn's algorithm.
13.00
LUNCHTIME BREAK & NETWORKING
Take some time away from your desk or use this time to continue conversations with other attendees just as you would in real life but from the comfort of your own desk, via Remo, a new interactive conference platform.
14.00
THE ART OF INFLUENCE AND THE POWER OF PERSUASION
Michael Fleming, Kissing with Confidence
In business development related roles in the challenging, competitive, hierarchical environment of professional services firms, it’s vital that you can persuade and influence time-poor partners and a wide variety of other stakeholders.
Using the big ‘Factors of Influence’: likeability, reciprocity, social proof
Flexing your style for best effect with a wide range of behavioural styles
It’s not just all about logic: emotional connection matters
Why you must think like an optimist (they out-persuade pessimists)
14.40
AFTERNOON BREAK-OUT SESSIONS
Another choice to be made. Either stay in the ‘main hall’ for the Overview option or, for inhouse marketers/BD only, select from the same list of workshops as in the morning.
OVERVIEW
Create an award-winning marketing campaign
Sharon Collins, BDO
What is it that turns a marketing campaign into an award winner? What does it take to engage and ‘wow’ awards judges as well as the target audience? It’s not an exact science but there are definitely some key elements which are common to outstanding campaigns – and Sharon has the experience to know what these are. This session will look at:
• establishing clear objectives
• defining a target audience
• creating amazing content
• measure, measure and measure!
A
Make your brand stand out
Bob Mytton, Mytton Williams
B
Thought leadership for strategic impact
Claire Mason, Man Bites Dog
C
The power of communication
Liz Whitaker, Propella Global
D
Client feedback programmes
Claire Rason, Client Talk
E
A value-first social media strategy
Bram Vanoirbeek, The Thing about Digital
15.40
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, a new interactive conference platform.
16.00
CLIENT PANEL:
BE BOLD – DRIVING A CLIENT FOCUSED AGENDA WITH VALUABLE COMMUNICATIONS
Moderator: Amit Champaneri, PwC, plus a panel of clients
Now more than ever, marketers have to demonstrate both expertise and knowledge to influence the business on more valuable campaigns and client relationships. What are the key elements to transition from reactive to proactive and to greater understand client needs and anticipate them better by bringing in collaborative insight directly? We will hear an industry perspective on how you can be both bold and impactful.
16.40
CHAIR'S CLOSING REMARKS
Nadia Cristina, PM Forum
16.45
NETWORKING
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, a new interactive conference platform.
17.45
CLOSE
See you next year!