Annual_Content_Strategy_Summit

MARK KLAMMER
SMB Marketing Lead
Microsoft Austria
ULRICH SCHWARZE
Audi Content Factory Manager
AUDI AG
ROCÍO WOHLERS
Creative Content Lead
Google
CHRISTOPH ZEIDLER
Head of Strategy, Processes
& Technology, Studio SAP
SAP SE
INEKE VERMEULEN
Global Head of
Atos Speak Network
Atos
ALEXANDRE RODRIGUES
Global Head
of Brand Communications
Diageo
GIUSEPPE CALTABIANO
VP Marketing Integration –
Social Media, PR and Content
IT Division
Schneider Electric
GIOVANNI TAVANI
Global Social Media Support
Senior Manager
DELL Technologies
KLAUS BERGIUS
Director Technology Marketing
& Content Strategist EMEA
Oracle
ANGELA EVERITT
Associate Director
Creative Strategy EMEA
The Economist Group
Content For The Customer Journey
Content Distribution Channels And Costs Optimization
How To Create Sustainable User Experience
Why To Use Holistic Content Strategy
Creating Framework For Lean Content Strategy
How To Recycle Content
Incorporating Virtual Reality and IoT Into Content Strategy
How To Benefit From Digital Omni-Channel Strategy
Personalisation Of Content For Business
Content Creation For Retail B2B
Key Speakers:
SUSAN RAFIZADEH
Global Digital Strategist
SAP SE
FABIO MARCO GANZAROLI
Head of SP Digital
& GTM Marketing Programs
Cisco Marketing and Communications
© 2016 Vonlanthen Group All Rights Reserved
DANIEL DAULETIAR
Director Media Industry
Solutions EMEA
Salesforce
ALEX FRYER
Retail IoT Market
Development Lead
Vodafone IoT
MERCEDES SERNA
Global Web Visibility
& Online Advertising Expert
METRO AG
Berlin, Germany | February 16 - 17, 2017
Hotel Riu Plaza Berlin | Martin-Luther-Strasse 1 | 10777 Berlin, Germany
Key Practical Learning Points of the Summit:

Chief Executives, Directors, Vice Presidents, Heads,
Leaders and Managers specializing in:
e are pleased to invite you to the “Annual
Content Strategy Summit” scheduled on
February 16th
and 17th
, 2017 in Berlin.W Who Should Attend:
About Us
Vonlanthen Group offers business facilitation plat-
forms for clients who want to develop in emerging markets
and Europe. We conduct exhaustive research, match buyers
and sellers and then produce high-profile events, all with a
strategic focus on facilitating deals—all in the right place and
at the right time. We work in the key sectors, leveraging
our expertise to create deal flow, foster networking and train
leaders. Vonlanthen Group has the capacity to help you enter
new markets, raise capital, secure partners and close sales.
BERLIN, GERMANY | FEBRUARY 16 - 17, 2017
Content Strategy
Content Marketing
Branding & Reputation
Digital Marketing
Social Media Marketing
Marketing Analytics / Marketing Operation
/ Marketing Innovation
Communication:
Corporate, Brand, Internal, External,
Multi-Channel, Omni-Channel, Strategic
Customer Relations / Public Relations
/ Media Relations
E-commerce
E-marketing
Digital Innovation
UX Design
Writing / Editing
Agencies / Advertising
Organization Development
This premier B2B event will enable the participants to learn
about the latest trends and best practices for creating content
strategy.
This Summit focuses on the latest market trends in content
strategy, financial side of content strategy, innovation chal-
lenges & expectations, sustainability, emerging distribution
channels, future trends & technological developments.
It is an honor and privilege to invite you to participate in this
Summit. We look forward to welcoming you at the Summit in
Berlin upcoming February!

DAY ONE | FEBRUARY 16, 2017
Registration and Welcome Coffee
Opening Address from the Chairman
SPEED NETWORKING
08:30
09:00
09:10
09:50
CASE STUDY
Content For The Customer Journey – A Strategy
To Identify And Meet Audience Information Needs
10:30 CASE STUDY - Today’s new digital journeys
- From data to stories
- The right content at the right time
- Digital content challenges today
Building Content Around Consumer Behavior
MORNING COFFEE AND NETWORKING BREAK11:10
How To Develop A Content Strategy That
Converts Consumers Into Brand Advocates
And Generate Sales Impact
12:20
14:00 CASE STUDY - Strategy
- Execution
- Results
Audi Mission To The Moon:
How To Create An International Content Project
In Order To Boost Brand Awareness And Sharpen
The Core Value Of The Audi Brand?
COMMUNICATION IS A CORE
Innovative approach to maximize networking capabilities through two
minute periods, where delegates can meet their peers and exchange
business cards before rotating to the next company representative.
1 2
BUSINESS LUNCH13:00
- Quick intro on Studio SAP and the in-house agency model
- Why Marketing needs to change
- Why Content matters and to who
- The role of content (in) marketing
- Our Content Architecture Framework
- Our end-to-end content strategy
- How to design the content conversion funnel for your brand
- How to optimize your content strategy distribution and
amplification
- How to integrate your PR, social media and digital strategies
- Co-creation of content: how to influence behavior and join in
consumer conversation
- Content that converts: from influencers to e-commerce
11:40 CASE STUDY - Approach for a content and process audit
- Factors influencing content production, publication and success
- Technical frameworks and tools
- Lessons learned and best practices
Creation Of Effective And Flexible Content
Frameworks As Part Of A Lean Content Strategy
WORKSHOP
KLAUS BERGIUS
Director Technology Marketing & Content Strategist EMEA
Oracle
CHRISTOPH ZEIDLER
Head of Strategy, Processes & Technology, Studio SAP
SAP SE
ROCÍO WOHLERS
Google
ALEXANDRE RODRIGUES
Global Head of Brand Communications
Diageo
ULRICH SCHWARZE
AUDI AG
IT IS ALL ABOUT THE USER

1 2
CHAIRMAN’S CLOSING REMARKS AND END OF DAY ONE
INTERACTIVE DINNER
17:40
18:40
What We Do
Vonlanthen Group produces, promotes and hosts ‘deal flow’ platforms in the liquid growth markets. We operate across 6 sectors:
Automotive, Information technology, Life science, Business management, Cross industry and Sport science.
• Our platforms include business-to-business summits, leadership forums, capital raising meetings and executive training programs.
• Our Business Summits connect pre-screened purchasing decision makers with pre-qualified global solution providers to do business.
• Our focus not only European Market but also Russia & CIS , APAC countries. Our goal is to bring modern decision makers in one
meeting point.
AFTERNOON COFFEE AND NETWORKING BREAK15:20
DAY ONE | FEBRUARY 16, 2017
INTERACTIVE PANEL
Keeping The Content On-Strategy
17:10
With Speakers of the Day
Moderated by the Chairman
14:40 CASE STUDY - The Dell Technologies global approach to social media customer
experience
- Building an end-to-end social media customer solutions strategy
with full ownership
- Providing a global service, 24/7, reactive & proactive without
recourse to external agencies
- Working with Millennials to create appealing content and forge
a stronger emotional link between user and brand
Interactive Content For
An Amazing User Experience
GIOVANNI TAVANI
Senior Manager
DELL Technologies
15:50 CASE STUDY The digital revolution has changed everything. New entrants like
Netflix, Amazon, and Hulu have upended consumer expectations on
engaging with content -- and traditional mass media needs to move
quickly to embrace this new my-media model across all media seg-
ments. Hear from Daniel Dauletiar, Director Media Industry Solutions
EMEA on how Salesforce is the foundation for helping world class
media organizations shift from impressions to immersive, engaged
experiences.
One Size Fits None -
Moving From MassMedia To MyMedia
DANIEL DAULETIAR
Director Media Industry Solutions EMEA
Salesforce
16:30 CASE STUDY
Microsoft Austria’s Marketing
Campaign “We Digitize Austria”
MARK KLAMMER
SMB Marketing Lead
Microsoft Austria
- Microsoft supports Austrian Economy on its path through digital
transformation
- Empowering businesses to become Digital Champions
- Providing guidance, services and technology

Registration and Welcome Coffee
Opening Address from the Chairman
09:00
09:30
09:50 CASE STUDY
IoT Powering Consumer
Engagement In The Offline World
VISUALIZING FUTURE OF CONTENT
1 2
ECOLOGY OF CONTENT
MORNING COFFEE AND NETWORKING BREAK11:10
BUSINESS LUNCH13:00
11:40 CASE STUDY - The What: Do you have too little or too much content?
- The How: Staying relevant with limited time and resources
- The Endpoint: When is it time to start over?
Making Most Of Your Assets – When Does
Content Recycling Make Sense And How
Should It Be Done?
- Addressing the challenges in engaging consumers in the offline
world
- The changing face of advertising – will we achieve personalization?
- The power of IoT – engage anywhere, anytime
- Incorporating IoT into a content strategy
DAY TWO | FEBRUARY 17, 2017
12:20 CASE STUDY - Content clutter: has too much content devalued thought
leadership?
- The impact of ‘content overload’ on the B2B executive audience
- What marketers can do to rise above the noise
- The new content rulebook and why it pays to be strategic when
repurposing content
Thought Leadership Disrupted -
The New Rules For The Content Age
ANGELA EVERITT
Associate Director Creative Strategy EMEA
The Economist Group
SUSAN RAFIZADEH
SAP SE
Virtual Reality – Immersive
Experiences For Real Connection
10:30
Based on the showcase from Atos’ “Virtual Business Technology and
Innovation Center (BTIC)”, It will be exemplified how to connect with
audiences through virtual reality. This will enable the audience to
understand how and where virtual reality can fit in the content mix.
- The bottom line: content only works when it connects
- The death of the Demo: beyond the limitations of live demos
- Showcase: Virtual Reality BTIC (Business Technology and
Innovation Center)
- Demonstration: try out the Atos Virtual Reality BTIC
WORKSHOP
INEKE VERMEULEN
Global Head of Atos Speak Network
Atos
ALEX FRYER
Retail IoT Market Development Lead
Vodafone IoT
- Omni-channel strategy and framework
- Maintain flexibility with the right content strategy
- Bring it into execution
- Measure performance, connecting to business results
- Behind the scenes the Digital Marketing Technology Stack
CASE STUDY
Build, Execute And Measure Efficient
Digital Omni-Channel Strategies
14:00
CONTENT DISTRIBUTION
Head of SP Digital & GTM Marketing Programs

Sponsorship
Conventional advertising practices have been thrown out the window. Every day we hear more about:
• Using conferences to make direct contact with new customers and strengthen relationships with the existing ones
• Sponsoring events to provide live support for branding initiatives
• Maximizing qualified lead generation via usage of carefully constructed webinars, podcasts, virtual conferences, short video & more
• Developing and using customer feedback from dedicated social media portals to improve product/service offerings
With Speakers of the Day
Moderated by the Chairman
Avoiding Errors
In Creating Content
16:30
1 2
CHAIRMAN’S CLOSING REMARKS AND END OF SUMMIT17:00
INTERACTIVE PANEL
DAY TWO | FEBRUARY 17, 2017
CASE STUDY
How To Build An Effective B2B
Content Distribution Strategy
15:50
GIUSEPPE CALTABIANO
VP Marketing Integration – Social Media, PR and Content
IT Division
Schneider Electric
Content marketing strategy comes first, followed by channel distri-
bution strategy. But as content marketers, it is your responsibility to
look at all available channels to tell your stories and adapt contents
based on the channels. This session will help you to learn:
- How to build an editorial plan for each content distribution channel.
This will map to your global editorial calendar and define velocity,
tone, desired action, and structure for the content for the channel
- How to build a converged paid, earned, and owned media model
that helps distribute content and enable a profitable content
marketing strategy
- How to optimize your content for search engines and for the latest
trends in consumption, by following the basic
- How to optimize costs during the process of content distribution
CASE STUDY
Content Creation For Retail B2B,
Visibility, Engagement And Distribution
14:40
AFTERNOON COFFEE AND NETWORKING BREAK15:20
MERCEDES SERNA
Global Web Visibility & Online Advertising Expert
METRO AG
- How to increase visibility in the Search Engines with content
creation
- Balance between Sell & Tell
- Relevance of content for a B2B company
- Optimizing the engagement of users and customers through
content

SPEAKERS BIOGRAPHIES
Giovanni has been in Dell Technologies for over 15 years and he is a Social Me-
dia enthusiastic user and professional! Italian based in Montpellier (France),
he has covered different management roles in Customer Services, Programs
and Executive Escalations. In 2010 Giovanni was appointed as leader of the
Social Media Support team which is currently up and running in 15 different
languages. At present Giovanni leads the Global operations for EMEA, Latin
America and APJ and drives the development of customer solutions and digi-
tal content through Social Media. Prior to Dell Technologies, Giovanni has a
5 years experience in Compaq/HP in Europe and in the Middle East, with a
background in foreign languages, management and communication. Today
Giovanni is regularly invited to international events and university master de-
gree classes to share the Dell Technologies Social Media experience in Cus-
tomer Services and to deliver lectures on the impact of social media customer
experience in the B2C and B2B business.
GIOVANNI TAVANI
Senior Manager
DELL Technologies
Angela Everitt is Associate Director Creative Strategy EMEA at The Economist
Group. Angela develops content programmes for clients using the Group’s
full portfolio of content, events, and media. Her work also includes ensuring
that programmes stay on strategy, in order to meet audience and marketing
objectives. Prior to joining The Economist Group, Angela was Senior Content
Strategist at London content marketing agency Southerly, where her clients
included Royal Dutch Shell, Google and Royal Bank of Scotland. Before mov-
ing into brand storytelling Angela was a print journalist, working on a variety
of consumer titles and occupying a number of editorial roles. As such she has
a keen nose for a story; the opportunities digital platforms and technology
now offer brands and companies to tell their stories is one of the things that
excites Angela most about her work.
ANGELA EVERITT
Associate Director
Creative Strategy EMEA
The Economist Group
CHRISTOPH ZEIDLER
Head of Strategy, Processes
& Technology, Studio SAP
SAP SE
Head of Strategy, Processes & Technology at Studio SAP, Christoph is an expe-
rienced print and online editor, content strategist, and social media advocate
with a strong focus on quality and relevance for both internal and external au-
diences. At Studio SAP, SAP’s in-house Marketing & Communications agency,
he’s responsible for end-to-end content strategy definition and governance as
well as content management tools and operations along the content lifecycle
from ideation to publication. In 2014, Christoph led digital content strategy
efforts for the relaunch of SAP.com, working closely with information architec-
ture and design. In his previous role as editor-in-chief of SAP.info from 2009-
2013, he more than tripled readership and relaunched and rebranded the
channel into a state-of-the art digital and fully-responsive brand journalism
outlet, which today is part of the SAP News Center. Christoph holds a degree
in cultural and social sciences from European University Viadrina in Frankfurt
(Oder), Germany, and studied at American University in Washington, D.C.
1 2
Daniel is the Media Industry Solutions Lead in Europe, Middle East and Africa
at Salesforce.com. He is responsible for solution and account development for
some of the world’s most prominent media organizations spanning broadcast-
ing, publishing, business information, entertainment and new media. Daniel is
an expert in transforming and growing media businesses into the digital age
with an extensive background in corporate development, strategy consult-
ing and partnership management. Daniel joined Salesforce.com in August
2016 after three years with French agency Lagardère Sports, Europe’s leading
sports and entertainment agency, where he was heading the Strategy and
Business Development department in Europe. Prior to that, Daniel held sev-
eral operational and strategic roles in renowned European media companies
such as Bertelsmann’s publishing business Gruner+Jahr and Hubert Burda
Media. Daniel started his career as an Assistant to the Managing Director at
Springer Science + Business Media (now known as Springer Nature). Daniel
holds a Diploma in Business Administration from Baden-Wurttemberg State
University and a Bachelor in Marketing and Communication from The Open
University in London.
DANIEL DAULETIAR
Director Media Industry
Solutions EMEA
Salesforce
MARK KLAMMER
SMB Marketing Lead
Microsoft Austria
Mark Klammer has 18 years of international experience in developing and
executing marketing & communications strategies, establishing business de-
velopment, managing media, supplier and partner relations, directing the
activities of marketing staff, as well as advising CEOs and senior leadership
on marketing, communications and media issues. He is skilled in strategy,
innovation, problem solving, and optimizing businesses while building strong
team and customer relations. Experience in multiple industries, and with large
multinational corporations as well as start-up companies. Mark is currently
working as the SMB Marketing Lead for Microsoft Austria, in this role; he is
responsible for managing the subsidiary’s go-to-market strategy for the SMB
segment. He is driving the marketing & communications strategy and plan-
ning for the segment across all channels, and directs marketing programs
with a focus on digital/social and revenue marketing.
In the IT industry since the mid 80’s, Klaus has worked with many vendors
and technologies in various roles, as a teacher, administrator, technical con-
sultant and architect, and in product marketing. Within Oracle, he creates
compelling content for technology marketing campaigns as part of the overall
content creation and publication strategy. He is always eager to optimize pro-
cesses and workflows, while using the most appropriate tools to achieve tasks
in the most productive way.
KLAUS BERGIUS
Director Technology Marketing
& Content Strategist EMEA
Oracle
ULRICH SCHWARZE
AUDI AG
Ulrich Schwarze is Content Factory Manager at Audi AG. Currently involved
in the “Mission To The Moon” joint project of AUDI, Google and the Part-
Time Scientists. Previously, Ulrich was leading marketing and PR of Audi Latin
America. He was contributing to development and establishment of the In-
ternational Audi Magazine as Project Director for 7 years. In 1999, Ulrich
joined the Radio FFN in Hannover as a head of PR and PR Spokesman. Ulrich
holds Magister Artium in Science of Communications from University Essen,
Germany.

SPEAKERS BIOGRAPHIES1 2
Rocio Wohlers is a Creative Content Lead at Google. She’s part of a team of
performance product specialists working with Google sales consultants in the
UK market. Rocio builds consumer stories using Google data and research, as
well as other available external sources. Her work consists in combining con-
sumer trends with Google marketing solutions to ultimately help advertisers
reach their business goals. Helping advertisers promote their content, as well
as rising the quality of it is key to Google’s work. Prior to joining Google Rocio
received a Masters Degree in International Relations from the Autonomous
University of Madrid.
ROCÍO WOHLERS
Google
Alexandre Rodrigues is an enthusiastic creative storyteller and a brand strate-
gist with more than 15 years of experience in brand content, PR, social media
and journalism. He is the Global Head of Brand Communications in Diageo,
responsible for the brand advocacy, PR and communications strategies for
the luxury spirits portfolio of Diageo. Working in different areas of marketing
and communications – digital marketing, public relations, advertising, social
media, content creation and journalism – he is eager to assess, coalesce and
synthesize different ideas and bring a meaning to brand stories: the simplest
and purest articulation that will compel others to act, evoke emotion or see
something in an entirely new way.
ALEXANDRE RODRIGUES
Global Head
of Brand Communications
Diageo
Fabio is currently Head of Digital and Go To Market programs in Cisco Service
Provider Global Marketing. In his role, he is responsible for developing and
driving a consistent content marketing strategy, data intelligence and cus-
tomer insights. Previously to that he was leading the EMEA Service Provider
Marketing and EMEA Marketing Program Office in Cisco. Fabio is recognized
as high profile career professional, experienced in international contexts for
large IT multinational corporations, with responsibility for developing and de-
ploying business sensitive strategies while maintaining and using complex
go-to-market models, with good change agent team building attitudes. Fabio
has a Computer and Electronics Engineering degree from the Milan Polytech-
nic University.
Head of SP Digital
& GTM Marketing Programs
Alex Fryer leads Vodafone Enterprise’s global retail IoT strategy. Leveraging an
extensive background working with small, national and global retailers, Alex is
responsible for defining how Vodafone Enterprise IoT will support their global
enterprise retail clients. A background in experiential marketing world com-
bined with an education in digital strategy has led to Alex’s fascination with
the possibilities of capitalizing upon the IoT to engaging audiences, across
both online and offline. Whilst a significant part of Alex’s role is spend con-
sulting global retailers on the future of IoT, he is also responsible for closely
following innovation in the retail IoT market on behalf of Vodafone Enterprise.
ALEX FRYER
Retail IoT Market
Development Lead
Vodafone IoT
MERCEDES SERNA
Global Web Visibility
& Online Advertising Expert
METRO AG
Mercedes Serna has worked over the past 10 years in the online marketing
world between Spain and Germany managing online campaigns, social Media,
Email Marketing, UX and SEO, nowadays she is working in the METRO AG
Headquarters in Düsseldorf as a Global Web Visibility and Online Advertising
Expert. Creating, managing and executing marketing campaigns across mul-
tiple international markets, her focus in the last years is the implementation of
a content strategy in all 25 countries, from the selection of an agency to the
measurement of the results through different tools. Mercedes aim is to help
them increase their visibility and traffic through content creation, and she has
achieved already excellent results.
After studies in English, History and Geography and with a degree in teaching,
Ineke decided to jump on the IT bandwagon in 2000 and became a developer.
She was lucky to work for a large multi-national, which allowed her to grow
and find her true cause. With some stops in project management and portfo-
lio management, Ineke eventually found a great spot for an all-rounder like
herself in marketing. However, she was also able to develop the real talent she
has: communicate, motivate and inspire people. A few years ago, Ineke was
approached by a busi-ness school to start lecturing there – which she does
with much pleasure. Just now Ineke has been given the challenge to start a
speaking bureau within Atos – so she can further develop her true passion
and encourage her colleagues to hone their speaking and storytelling skils.
INEKE VERMEULEN
Global Head of
Atos Speak Network
Atos
SUSAN RAFIZADEH
SAP SE
Susan is a Global Digital Strategist at SAP, focusing on priority industries at
SAP. Previously, as Dir. Global Marketing for Life Sciences, she created publi-
cations on innovation topics as well as core content for sales and marketing
tailored for the Life Sciences industry audience. She also advises regional
marketing on campaign strategies. Before joining SAP, she led the Customer
Relations team at TechniData, a company offering IT solutions for sustain-
ability, where she and her team drove awareness, pipeline build and customer
retention programs. Susan has more than 15 years of experience in marketing
and communications in various roles including journalism, content creation
for specialized conferences, and being an analyst in an economics institute.
Giuseppe Caltabiano is a high energy, results-driven marketing exec, with
+20 years of management experience in the fields of IT, Software, Industry
and Energy fields. Today Giuseppe is VP for Marketing Integration at Schnei-
der Electric; he is responsible for definition of Content, Social Media and PR
strategy for the IT Division of Schneider Electric (Data Centers solutions and
Critical Power products). Giuseppe led Communications & Branding during
Schneider Electric’s acquisition of Invensys plc; while in Invensys, he covered
several positions, the latest as VP for Marketing & Comms for EMEA. Giuseppe
has an MBA from Milan SDA Bocconi School of Management, a degree in
Engineering from the Milan Polytechnic University and is trained on Mergers
& Acquisitions at the London Business School. He currently lives in London.
GIUSEPPE CALTABIANO
VP Marketing Integration – Social
Media, PR and Content / IT Division
Schneider Electric

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