CONFERENCE AGENDA
Rebooting marketing for growth
Thursday 23 September 2021
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.
9.20
CHAIR'S INTRODUCTION
Nadia Cristina, PM Forum
9.30
ALIGNMENT, THE SECRET OF SUCCESS
Leor Franks, Kingsley Napley
Marketers naturally understand the importance of looking outside their organisations: listening to clients and targets, and taking the temperature of the market. Being the voice of the customer is powerful and necessary.
But are we as effective at listening to our internal stakeholders: understanding their needs and wants, and demonstrating our alignment? With changes afoot as a result of Covid, keeping in touch with both internal and external ‘clients’ is more important today than ever.
10.05
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, an interactive conference platform.
10.15
MARKETING IN A (PREDOMINANTLY) DIGITAL WORLD
David Gilroy, Conscious Solutions
So what have we learned as marketers in the last 18 months and how does that impact the 4Ps of marketing going forward? Are we now back in a ‘physical first’ world for professional services marketing or has the ‘digital first’ now really become ‘digital only’.
In this session, David will offer a ‘state of the nation’ view to explore what the continued impact of the pandemic has been on the way professional services firms ‘do’ marketing. Has it really changed forever?
10.50
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, an interactive conference platform.
11.00
AWARD WINNING THOUGHT LEADERSHIP
Matt Allen, Bidwells
There are not many mid-sized property businesses who go up against the marketing muscle of IBM, Mastercard and AT&T and come out on top. But that’s exactly what Bidwells did by winning Best Thought Leader Strategy at The Drum B2B Awards.
The firm built a coalition of the UK’s most influential property leaders and delivered their Radical Regeneration Manifesto to the UK Treasury. Yet, Matt will explain that this wasn’t just about one brilliant piece of thought leadership.
11.35
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, an interactive conference platform.
11.45
REBOOTING RESILIENCE – WHY ‘WELL-WASH’ WON’T WORK
Dr Sarah Hattam, Concilio Health
Healthier teams lead to better performance outcomes. Yet, given the ever-changing landscape of work, how can we navigate uncertainty and stay fit for the future, dealing with both the isolation of working from home and the anxiety of going back to the office?
Sarah will focus on how to develop a strategic approach which both restores and maintains resilience and wellbeing, for the individual and the team.
12.20
TRANSFER TO BREAK-OUT ROOMS
Transfer to your chosen breakout room
12.25
MORNING BREAKOUT MASTERCLASSES
Choose one of the following masterclasses. Each will explore the top five challenges marketers are facing in a core area and share tips on how to overcome them
A - Brand
Kathy Innes, Ecovis
As marketers, we appreciate the power of ‘brand’. However, our experiences over the last year have brought about significant changes to client behaviour – to the way we work, live, socialise and perceive the world. This means that what made sense before, may no longer hold true.
The branding challenges Kathy will be tackling include how to:
find brand purpose
retain brand relevance
brand-build in a recession
B - Social media
Mat Morrison, Digital Whiskey
Social media activity continues to rise. So, how can we make sure that social media is supporting our marketing goals, rather than just another output?
In this session, Mat will provide you with data-led ideas to improve your firm’s social media performance, including:
A triumph of hope over observation: the ongoing collapse of organic social reach
Sisyphus’ revenge: managing your firm’s social investment
Herding hippos: exploiting fee-earners’ personal social networks
C - Client experience
Susan Ahern and Megan McKeon, Clark Hill
Creating a focus on the client experience is the most direct and impactful way to improve business relationships, create cross-selling opportunities, and grow a firm’s bottom line. Client-focused firms understand the environments in which their clients operate and keep the conversation and offering focused on each individual client’s priorities.
The challenges Susan will cover include:
Maintaining a client-focused mindset
Using research tools and financial analytics to identify opportunities
Avoiding analysis paralysis
D - Strategy
Julia Hayhoe
Strategy in today’s dynamic operating context is tough. It requires extracting yourself from the operational and internal gravitational pull of the firm, to enable and challenge the choices you are making to deliver on your vision and purpose.
This masterclass, for senior marketers, will explore critical questions including:
How is the world changing in ways not reflected in your strategy?
Who are your stakeholders and how are you engaging with them?
What does client success look like and how are you delivering value to clients?
13.05
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, an interactive conference platform.
13.50
INCREASE YOUR IMPACT WITH A STAND-OUT PERSONAL BRAND
Deborah Ogden
You have a personal brand whether you recognise it or not. The question is do you harness the power of that brand to increase your personal impact and that of your organisation?
Deborah will explore how we can all be ‘visible experts’ in our chosen area. She’ll discuss how research shows, ‘your work will not speak for itself’, and why for true success it’s crucial to raise profile and be able to articulate your value and share your expertise.
14.25
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, an interactive conference platform.
14.35
MARKETING TRANSFORMATION TO DELIVER EFFECTIVE CAMPAIGNS
Adele Ghantous, Lapis Angularis
Marketing teams are facing immense challenges, in an environment where growth has slowed, and the digitisation of client experiences has accelerated. Despite substantial investments in technology and data platforms, it can be a struggle to demonstrate the value of marketing.
In this session, Adele will explore options to address these challenges, how to align the MarTech stack to the connected client journey and so deliver the optimal client experience.
15.10
TRANSFER TO BREAK-OUT ROOMS
Transfer to your chosen breakout room
15.15
AFTERNOON BREAK-OUT MASTERCLASSES
Choose from the same selection of masterclasses as in the morning. Each will explore the top five challenges marketers are facing in a key area and how to overcome them.
A - Brand
Kathy Innes, Ecovis
B - Social Media
Mat Morrison, Digital Whiskey
C - Client Experience
Susan Ahern and Megan McKeon, Clark Hill
D - Strategy
Julia Hayhoe
15.55
NETWORKING PAUSE
Meet other attendees just as you would in real life but from the comfort of your own desk, via Remo, an interactive conference platform.
16.10
CLIENT PANEL: ACHIEVING GROWTH BY BETTER MEETING CLIENT NEEDS
Moderator: Helen Blake, Futurecurve
Panel: Dan Kayne of Network Rail, Melinda Nicci of Baby2Body, Kate Curnow of Honda Motor Europe Ltd & Mayen Ekong of Wärtsilä
While rebooting our marketing we need to keep the key element of success in mind – the client. In these challenging times, are professional services firms really meeting client needs and exceeding expectations?
16.50
CHAIR'S CLOSING REMARKS
Nadia Cristina, PM Forum
17.00
NETWORKING DRINKS
Enjoy your drinks!