B2B Marketing Conference Agenda

Thought
Leadership
Strategies
Discover what it really takes to get
ahead in the market
Content Creation
and Marketing
Tailor content to specific channels
and enhance your brand image
Effective Metrics
for Generating ROI
Use smart data to better
understand your customer profile
Multichannel Client
Engagement &
E-Commerce
For superior customer experience
Leveraging
Social Media
For demand generation and
to build a brand
Europe’s Premier Conference for
B2B Marketing and E-Commerce Excellence
Tuesday 16 - Thursday 18 September 2014
Grand Connaught Rooms, London
Sponsor:
Simon Hall,
EMEA Marketing
Director,
Dell, UK
Heidi Taylor,
Head, Marketing,
Government &
Public Sector,
PWC, UK
Alessandra Pavolini,
CMO, Global Growth &
Operations,
GE, UK
Simon Farr, CTO, Head
of Innovation & Thought
Leadership,
BT, UK
Christine Bailey,
Director, Marketing
Strategy,
Cisco, UK
Richard Robinson,
Director,
Google, UK
Catherine Walker,
Marketing Director,
Vodafone, UK
Benchmark Against Leading B2B
Marketing Experts
Blake Cahill, Global
Head, Digital & Social
Marketing,
Philips,
Netherlands
B
ook
before
11th
July
and
save
£300
Register Now!
www.b2bmultichanneleu.com b2b@wbr.co.uk +44 (0) 207 368 9465

Global Enterprises
Richard Robinson,
Director,
Google, UK
Alessandra Pavolini,
CMO, Global Growth & Operations,
GE, UK
Blake Cahill,
Global Head, Digital & Social Marketing,
Philips, Netherlands
Simon Farr,
CTO, Head of Innovation & Thought
Leadership, BT, UK
Heidi Taylor,
Head, Marketing, Government & Public
Sector, PWC, UK
Isabelle Delorme, Group Head, Market
Management, Euler Hermes (a
company of Allianz), France
Gonzalo Garcia Villanueva,
Head, Financial Products Marketing,
Bloomberg, UK
Christine Bailey, Director, Marketing
Strategy, Operations, Program Office
& Partner Marketing, EMEA & Russia ,
Cisco, UK
Simon Hall, EMEA Marketing Director,
Head of Country Marketing UK,
Dell, UK
Catherine Walker,
Marketing Director,
Vodafone, UK
Lucia Camarena, Head, Business
Marketing, Large Enterprise,
Telefonica, Germany
Pam Didner,
Head, Global Integrated Marketing,
Intel, USA
Azfarul Islam, Enterprise Collaboration
and Social Business Strategist,
Deutsche Bank, UK
Clare Izhaky,
Global Head, Social Business,
Microsoft, UK
Sally Harrison,
Global Head of Social Media,
Unify, UK
Bob Egner,
VP Product Management,
EPiServer, USA
Mark Thornton,
Ecommerce Director,
Maginus, UK
Josy Roberts-Pay,
Marketing Director, Assurance, EMEIA,
Ernst & Young, UK
Markus Dobbelfeld,
Chief Marketing Officer, Datwyler
Technical Components, Switzerland
Jade Tambini,
European Marketing Manager, Recycling
Division, DS Smith, UK
Tobias Lassen Falkencrone,
Head, Marketing & Branding, Group
Communications, Maersk, Denmark
Maria Burpee, Former Head, EMEA
Healthcare Marketing,
Dell Europe, Spain
Lutz Klaus, Senior Director, Enterprise,
Commercial and Partner Marketing –
EMEA, Juniper Networks, Germany
Jacqueline Howe,
Head, EMEA Marketing and
Communications, Liquidnet, UK
Vishal Chhatralia,
Head, Digital Product Management,
RS Components, UK
Ann Thueland,
Director, EMEA Marketing,
Actifio, Germany
Arthur Simonetti,
Director, Marketing,
DSM, Netherlands
Andrew Nicholson,
Head, Online,
Sodexo Prestige, UK
Bruno Hourdel,
Vice President, Worldwide Field
Marketing, Misys, UK
Jason Hughes,
Head, Branded Content & Product
Placement, BSkyB, UK
Jos van Berkel, Head of the Integration
Centre of Excellence, Project Area
Manager, Ericsson, Sweden
Kevin Yapp,
CMO,
Premier Farnell, UK
Katie Gordon-Smith,
Head, Marketing & Business
Development, Land Registry, UK
Robin Raven,
Vice President, Product, Digital Solutions,
The Economist, UK
Small-Medium Sized
Enterprises
Valentina Ikstadt,
Head, International Marketing,
Xella Baustoffe, Germany
James Bain, Director, Mobility and
eTransactional Services UK&I,
Worldline by Atos, UK
Howard Blumenthal,
Director, eBusiness Platform Solutions,
Advance Auto Parts, USA
Walter Scott,
VP, eCommerce and eServices,
Stephen Christian,
VP, Marketing,
Verimatrix, USA
Chris Boorman,
Chief Marketing & Customer Success
Officer, Huddle, USA
Matthew Stammers,
Director, Marketing, Europe,
Taulia, UK
Jasper Martens,
Head, Marketing and Communications,
Simply Business, UK
Nick Eades,
Group Marketing Director,
Autologic Diagnostics, UK
Industry EXPERT
Vincent Rousselet,
Senior Associate,
ITSMA Europe, UK
Learn from 44 B2B Marketing Experts:
Speakers
Register Now!

An Agenda Designed forthe Industry bythe Industry
Meetthe Advisory
Board Members
AdvisoryBoard
Richard Robinson,
Director,
Google, UK
Pam Didner, Head, Global
Integrated Marketing,
Intel, USA
Maria Burpee, Former Head,
EMEA Healthcare Marketing,
Dell Europe, Spain
Vincent Rousselet,
Senior Associate,
ITSMA Europe, UK
Lucia Camarena,
Head, Business Marketing,
Large Enterprise,
Telefonica, Germany
Jade Tambini,
European Marketing
Manager, Recycling Division,
DS Smith, UK
Register Now!
Dear Colleagues,
The UK is seen by most as the leading European market driving forward winning
B2B marketing strategies and is benchmarked by many emerging and established
economies. Make sure you are at the centre of what’s happening and do not miss the
industry event of the year.
As B2B begins to emulate B2C practices, successfully integrating new technologies,
leveraging multichannel strategies, prov iding more that just products will be the key to
business growth and success in the not so distant future.
Why Attend B2B Multichannel?
1. Mix of global enterprises and SMBs represented to ensure case studies that
you can directly relate to and those that you can aspire to
2. 150+ senior-level attendees to discuss cutting-edge B2B marketing strategies to
help benchmark and find solutions
3. 30+ hours of case studies and discussions giving you all you need to develop
your strategic marketing offering
4. 10+ hours structured and unstructured networking spread across interactive
sessions, breakfast clubs, interactive cafe roundtables, private meetings and
cocktail receptions
5. 9 interactive all star panels addressing the most pressing industry topics from
CRM and marketing automation integration to effective ‘Thought leadership’
strategies
6. 7+ industry sectors represented including telecom, IT software, financial
services, commercial services, manufacturing, healthcare and automotive to provide
a breadth of information and experience
7. 4 masterclasses giving you in-depth training on specific aspects of organisational
alignment and third party management
8. 3 key markets represented from the UK, Germany, France, plus innovator markets
such as Sweden and the US
9. 3 streams devoted to all aspects of B2B business intelligence: from B2B Marketing,
to B2B ECommerce to organisation management and strategy
10. 1 focus day devoted purely to social media leveraging for an improved digital
marketing strategy
London is also one of the world’s truly great cities, so make sure you put aside some
time outside of the conference schedule to explore or reacquaint yourself with this
magical place!
Yours sincerely,
B2B Multichannel 2014 Advisory Board

❱❱ Discover winning strategies for lead generation and nurturing
tactics to effectively convert leads and build your business
❱❱ Develop truly relevant content to best engage customers and
build your brand through both regional and global messaging
❱❱ Evaluate and leverage cutting-edge marketing technologies to
better automate and analyse the success of your campaigns
and tailor to your customers
❱❱ Reorganise internal structures and systems across departments
to better engage and streamline marketing, sales and IT
activities
❱❱ Leverage the benefits of multichannel marketing to grow a
business and engage with a greater customer pool
❱❱ Optimise eCommerce platforms and ensure that the client
buying experience is user friendly and in line with the company
branding
❱❱ Invite-only, workshop stream for C-level industry professionals:
Discuss some of the most pressing issues challenging your
organisation
❱❱ Interactive speed networking: Meet the most number of people
in the shortest amount of time and walk away with valuable
business contacts
❱❱ Round table cafes: Profiled delegates ensure you meet with like
minded post trade peers to solve the same challenges together
❱❱ Create a personal connection in a social context over multiple
breakfast, coffee and lunch breaks as well as informal drinks
❱❱ 10 hours of structured networking breaks ensuring you meet all
the key players who are impacting and changing the way you do
business
CUTTING-EDGE CONTENT
TO ADDRESS YOUR TOP CHALLENGES
UN-MATCHED NETWORKING
TO ENSURE YOU MEET THE RIGHT PEOPLE
Why Attending B2B Multichannel 2014 Delivers aValuable ROI
KeyBenefits
Register Now!

Innovation fromTrue Industry Pioneers
Highlights
The do’s and don’ts of data capture and data use
Simon Hall, EMEA Marketing Director, Head of Country Marketing UK, Dell, UK
Benefit from Simon’s experience and insight on key market
communication and channel plan strategies demonstrated
through establishing key brand campaigns, sponsorship deals
and c-suite loyalty programs for Dell. He offers extensive insight
into B2B marketing and management strategies and best
practice for establishing essential consumer insight, analysis and
lead generation to drive up business revenues. Do not miss his
presentation on good data capture and data use on Wednesday
17th September at 14.40.
Register Now!
BUILDING A B2B COMMERCE STRATEGY WITH MOBILE
Simon Farr, CTO, Head, Innovation & Thought Leadership, BT, UK
Discover more on BT’s innovation of mobile capabilities and
collaborations in cloud, all being driven my their current High
performance secure infrastructure. As an integral player in
Global Innovation within BT’s Portfolio and Service Design
team, Simon drives technology innovation with the top global
service customers. Developing thought leadership strategies
and establishing long term roadmap based approaches with
key accounts has been essential to help strengthen BT’s
relationships at the CIO level. Simon’s experience in thought
leadership and successful market positioning, gives him the
experience to share insight into key technological developments
driving this market. Discover more about BT’s mobile strategies
on Thursday 18th September at 11.20.
COMMERCIAL ACTIVITATION IN EMERGING ECONOMIES
Alessandra Pavolini, CMO, Global Growth & Operations, GE, UK
With over 19 years of experience at GE, Alessandra describes
how to drive market growth by 300% and save millions per year.
Discover how the first Chief Marketing Officer of Ecomagination
and the first CMO of Global Growth & Operations team at GE
has engaged regional teams through a decentralised model to
improve market growth and thus revenues. Witness first hand
GE UK’s keynote address on current and future marketing and
business development efforts on Thursday 18th September at
09.40.
THE STRATEGIC CONTINUUM OF SALES, MARKETING AND IT
Lucia Camarena, Head, Business Marketing, Large Enterprise, Telefonica, Germany
Lucia has been at the centre of Telefonica Germany’s lead
nurturing and, content management for lead generation
programmes, and the go-to-market launch of their Cloud
products. Find out how to increase lead gen by 180% through
dedicated lead gen/ lead nurture programmes, and increase
your business value by €10m over two years by extension
of value proposition. Lucia offers insight on what worked for
different business segments and how to best tailor solutions
for your client through the correct communication channels. Do
not miss her first contribution on Wednesday 17th September at
11.40.
The B2B Commerce trajectory: Where is digital taking us?
Richard Robinson, Director, Google, UK
Leverage direct practical insight from the multinational
corporation Google on how to bring your organisation into
the digital age, through more collaborative relationship with
employees, partners and customers. With over 20 years of
experience in driving business transformation through digital,
and with current positions at Google and as Chair of the B2B
Council at the IDM (Institute of Director Marketing), Richard has
advised many companies on how to build effective go-to-market
digital strategies. Discover how digital can benefit your business,
as well as how best to execute this change. Be sure to join the
presentation on Wednesday 17th September at 09.00.

Speakersinclude:
Register Now!
Focusday
Tuesday16thSeptember2014
84% of B2B marketers use social media in
some form, yet over 50% of marketers describe
accurately measuring ROI as their biggest
source of frustration and detrimental to business
growth.
Never has is been so important to fully understand,
utilise and analyse social media and ensure that you
are correctly leveraging it for lead generation, brand
awareness and to better engage with your customers.
B2B Multichannel’s Social Media focus day brings you
a highly focused and interactive platform to engage
with senior-level professionals from a variety of industry
sectors and company sizes. The combination of case
studies, roundtable discussions and industry debates
ensure you get the balance of technical and practical
know-how. Targeted specifically for B2B marketers
ands ECommerce executives, who are either currently
integrating or looking to integrate social media into
their B2B marketing and ecommerce strategies.
Some of the topics to be discussed are:
- Leveraging social media for optimal lead
generation
- Building social ecosystems: Building the
brand and influencing your customers
- Using Twitter as an essential business
demand generator and converter
- Developing video in your social media
strategy
- When and when not to invest in social media:
What are the key evaluation factors?
- What comes after social media as a channel
for branding and content?
Make sure you gain the know-how to help strengthen
your business interactions and grow your business.
Reserve your space now
Isabelle Delorme, Group
Head, Market Management,
Euler Hermes (a company
of Allianz), France
Jason Hughes, Head, Branded
Content & Product Placement,
BSkyB, UK
Jasper Martens,
Head, Marketing and
Communications,
Simply Business, UK
Maria Burpee, Former Head,
EMEA Healthcare Marketing,
Dell Europe, Spain
Sally Harrison,
Global Head of Social Media,
Unify, UK
Tobias Lassen Falkencrone,
Head, Marketing & Branding,
Group Communications,
Maersk, Denmark
Kevin Yapp,
Chief Marketing Officer,
Premier Farnell, UK
Azfarul Islam, Enterprise
Collaboration and Social
Business Strategist,
Deutsche Bank, UK
Clare Izhaky,
Global Head, Social Business,
Microsoft, UK
Leveraging Social Media for Improved Brand
Positioning and Awareness
Drilling Down intoYour Biggest Challenges
FocusDay

Innovative Formats that Deliver a Captivating,Interactive Experience
Engage
These informal subject-specific
roundtables give you a unique
opportunity to drill down into the
details of an issue that is really important
to you by probing the knowledge and
expertise of industry market leaders.
Each roundtable is limited to 10 people
for maximum interaction and is designed
for you to meet like-minded peers and
source practical solutions collaboratively.
An exceptional way to genuinely get to
grips with your key challenges.
Fully engage with the most
contentious and divisive issues
currently facing your industry. Sit
back and witness industry-leading
figures pitting themselves against each
other in a battle to deliver the knockout
argument. Then, continue the debate
in your own small roundtable groups
until you reach a majority viewpoint. Will
you reconsider your position? And will
you walk away with a fresh mind-set
and better prepared to take on this key
conundrum?
An invaluable opportunity for you to turn theory into
practice by applying your knowledge in an experienced
classroom environment. Each workshop is facilitated by a
leading practitioner and is open to 25 active participants who
form part of a high level brainstorm where competing ideas are
put forward and the best solutions agreed upon. Contribute to
a new forward-looking project and create a step-by-step action
plan on how to make it work.
A more rigorous, creative and interactive approach to
tackling the critical challenges you all face today. An invite
only session where leading industry CMOs, CTOs and CIOs
come to discuss their transitioning roles and responsibilities
and how organisations will be structured in the future. Collab-
orate with 15 of your peers to determine a new action plan to
take back to the office and test. Share your recent experiences,
challenge each other on points of disagreement and ultimately
find a way forward that leverages the innovation, know-how and
insights from the collective brain power in the boardroom.
In this innovative and interactive
format, spend 20 minutes listening
to a best-practice case study before the
speaker challenges you as an audience
to find a solution to one of his key un-
solved challenges. You’ll then engage in
a small interactive roundtable discussion
before each group presents its conclu-
sions to the audience. Take away differ-
ent approaches to the same challenge
from your fellow industry peers!
Register Now!

08.00 Registration and Coffee
08.50 Opening Remarks from Chairperson
Maria Burpee, Former Head, EMEA Healthcare Marketing, Dell Europe, Spain
Leveraging Social Media for Brand Positioning and Awareness
09.00 KEYNOTE PRESENTATON: Finding new opportunities while leveraging social media for optimal lead generation
Isabelle Delorme, Group Head, Market Management (CMO), Euler Hermes (a company of Allianz), France
09.30 CASE STUDY REVOLUTION: Social ecosystems: How to use social media to build the brand and influence prospective clients in socially
educated and uneducated markets
Sally Harrison, Global Head, Social Media, Unify, UK
Tobias Lassen Falkencrone, Head, Marketing & Branding, Group Communications, Maersk, Denmark
10.30 Morning Break
11.10 CASE STUDY REVOLUTION: Generating a unique and truly integrative social media campaign to build awareness and generate demand
Clare Izhaky, Global Head, Social Business, Microsoft, UK
11.50 CASE STUDY REVOLUTION: The social media impact of Raspberry Pi on the element14 community site - driving engagement and sales
through social media
Kevin Yapp, Chief Marketing Officer, Premier Farnell, UK
12.30 Lunch
13.50 ALL STAR PANEL: To invest or not to invest: Making the best of what you have vs assessing and investing in new technology
Azfarul Islam, Enterprise Collaboration and Social Business Strategist, Deutsche Bank, UK
Tobias Lassen Falkencrone, Head, Marketing & Branding, Group Communications, Maersk, Denmark
14.30 CASE STUDY REVOLUTION: Strategies for keeping pace with the ever growing social media universe to provide real-time relevant
information to your customers
Jasper Martens, Head, Marketing and Communications, Simply Business, UK
15.10 ROUND TABLE CAFES: What will come after social media as a channel for branding and content?
Table 1: WHITEPAPERS
Isabelle Delorme, Group Head, Market
Management, Euler Hermes (a company of
Allianz), France
Table 2: TV CAMPAIGNS
Jason Hughes, Head, Branded Content &
Product Placement, BSkyB, UK
Table 3: BRANDED CONTENT TOOLS
Jasper Martens, Head, Marketing and
Communications, Simply Business, UK
17.00 Closing Summary and Chairperson Remarks
17.10 Cocktail Reception
Social Media Day:Leveraging Social Media for Improved Brand Positioning
and Awareness -Tuesday 16th September 2014
At-A-Glance
Register Now!
Further networking opportunities in our informal cocktail reception Round table cafes allowing more interactive and in depth discussions

PLENARY
WORKSHOP:
Strategic Approaches to B2B Marketing
Best in Class Lead Generation and Nurturing Tactics
11.00 New technologies to track and nurture leads through the
whole sales cycle
Matthew Stammers, Director, Marketing, Europe, Taulia, UK
Planning and Process Management
11.00 SYNERGY WORKSHOP: Effectively managing third parties
when developing a global marketing campaign to better
understand your customer base and increase lead generation
11.20 The journey to Revenue Marketing
Christine Bailey, Director, Marketing Strategy, Operations, Program Office &
Partner Marketing, EMEA & Russia, Cisco, UK
11.40 OXFORD STYLE DEBATE: WHO DARES WINS
Online marketing vs Offline marketing: What generates the
most leads and best conversion rates?
Online marketing argument:
Lucia Camarena, Head, Business Marketing, Large Enterprise,
Telefonica, Germany
Offline marketing argument:
Vincent Rousselet, Senior Associate, ITSMA Europe, UK
11.40 SYNERGY WORKSHOP: Aligning cultures and processes:
Making the successful transition from a sales driven
organisation to intelligent marketing
Pam Didner, Head, Global Integrated Marketing, Intel, USA
Simon Hall, EMEA Marketing Director, Head of Country Marketing UK,
Dell, UK
Bruno Hourdel, Vice President, Worldwide Field Marketing, Misys, UK
08.00 Registration and Breakfast
08.40 Conference Ice Breaker
08.45 Chairperson’s Opening Remarks
OPENING PLENARY KEYNOTES: The Future of Digital Marketing and E-Commerce
09.00 The B2B Commerce trajectory: Where is digital taking us?
09.20 Learning from the B2C market: Successfully moving customers through the sales cycle from qualified leads to sales
Walter Scott, VP, eCommerce and eServices, Advance Auto Parts, USA
09.40 Heart to Heart: 5 Lessons from the Frontline
Heidi Taylor, Head, Marketing, Government & Public Sector, PricewaterhouseCoopers, UK
10.00 FIRE SIDE INTERVIEW: Does the B2B marketing landscape reflect the B2C business model?
Robin Raven, Vice President, Product, Digital Solutions, The Economist, UK
Catherine Walker, Marketing Director, Vodafone, UK
10.20 Morning Break
At-A-GlanceTRACKA
TRACKB
CHOOSE YOUR TRACK
12.40 Lunch
Register Now!
Main Conference Day 1 - Morning Session
Wednesday 17th September 2014
‘’Meet and engage with high-profile marketing professionals working on exciting
projects and dealing with the relevant topics in B2B Marketing, including value
creation in CRM, content management and communication channels’’

New Approaches to
Content and Analytics
Rethinking Delivery
& Execution
Strategic Approaches to
B2B Marketing
Content Creation and Business Management
14.00 Value creation: Generating relevant
and actionable content for your
customer to increase revenues
Pam Didner, Head, Global Integrated
Marketing, Intel, USA
Marketing Tech Innovation and Integration
14.00 Integrating Marketing Automation
(MA) into your demand campaign for
improved execution and speed
14.00 CMO Boardroom: Bridging the gap
between your CMO and CIO
(invite only)
Contributors: Chris Boorman, Chief Marketing
& Customer Success Officer, Huddle, USA
Markus Dobbelfeld, Chief Marketing Officer,
Datwyler Technical Components,
Switzerland
Simon Farr, CTO, Head of Innovation &
Thought Leadership, BT, UK
14.25 Aligning information and messaging
across all channels to ensure
maximum customer capture
Arthur Simonetti, Director, Marketing,
DSM, Netherlands
14.25 Gaining optimal benefit from your
CRM system to maximise customer
relationships now and in the future
Valentina Ikstadt, Head, International
Marketing, Xella Baustoffe, Germany
14.50 Maximising consumer capture
through streamlined channel
utilisation and management
Stephen Christian, VP, Marketing,
Verimatrix, USA
14.50 The do’s and don’ts of data capture
and data use for improved customer
analysis
Simon Hall, EMEA Marketing Director, Head of
Country Marketing UK, Dell, UK
15.15 How to manage and maintain a global
message: Overcoming practical and
cultural challenges
Jade Tambini, European Marketing Manager,
Recycling Division, DS Smith, UK
15.15 Data overload: Effective data analysis
and management to better utilise the
unlimited customer information pool
At-A-GlanceTRACKA
TRACKB
TRACKC
CHOOSE YOUR TRACK
15.35 Afternoon Break
Closing Plenary
16.05 ALL STAR PANEL: Effectively streamlining your CRM system, marketing automation and additional marketing software to improve your
global digital presence
Blake Cahill, Global Head, Digital & Social Marketing, Philips, Netherlands
Andrew Nicholson, Head, Online, Sodexo Prestige, UK
16.45 ALL STAR PANEL: Content marketing as the gateway to client loyalty: Practical approaches to inspire and gain trust
Jade Tambini, European Marketing Manager, Recycling Division, DS Smith, UK
Jason Hughes, Head, Branded Content & Product Placement, BSkyB, UK
Gonzalo Garcia Villanueva, Head, Financial Products Marketing, Bloomberg, UK
17.25 End of Conference Day 1
Register Now!
Main Conference Day 1 - Afternoon Session
Discover winning
marketing
strategies in
an interactive
conference
format

New Approaches to
Rethinking Delivery
and Execution
B2B Marketing
Improved Engagement to Improve
Sales and Drive Business
10.30 Neural communication - Increasing
market(ing) success via emotional
selling
Lutz Klaus, Senior Director, Enterprise,
Commercial and Partner Marketing – EMEA,
Juniper Networks, Germany
Multichannel Client Engagement &
E-Commerce
10.30 Building and integrating a B2B
retail website to cater for business
customers expectations into current
back end systems
Vishal Chhatralia, Head, Digital Product
Management, RS Components, UK
10.30 Synergy workshop: How to implement
Account-based marketing (ABM)?
The personalised business approach
to customer relationship development
Katie Gordon-Smith, Head, Marketing &
Business Development, Land Registry, UK
Josy Roberts-Pay, Marketing Director,
Assurance, EMEIA, Ernst & Young, UK
10.55 Behavioural economics and cognitive
heuristics: Applying mind games to
online channels and user behaviour
Andrew Nicholson, Head, Online,
Sodexo Prestige, UK
10.55 How to establish a B2B e-commerce
platform to drive sales and reduce
operational costs: Lessons learnt
Jos van Berkel, Head of the Integration
Centre of Excellence, Project Area Manager,
Ericsson, Sweden
11.20 ROUND TABLE CAFES: Voice of the
Customer (VOC): Personalising your
client interaction by tailoring content
and the channels of engagement
Jacqueline Howe, Head, EMEA Marketing and
Communications, Liquidnet, UK
Nick Eades, Group Marketing Director,
Katie Gordon-Smith, Head, Marketing &
Business Development, Land Registry, UK
Datwyler Technical Components,
Switzerland
11.20 ROUND TABLE CAFES: Driving
B2B engagement through effective
E-commerce platforms - learning
from past mistakes
Bob Egner, VP Product Management,
EPiServer, USA
Mark Thornton, Ecommerce Director,
Maginus, UK
12.20 Lunch
13.20 From a concept to 1 million
customers in less than 4 years –
building a brand to challenge the
industry leader
James Bain, Director, Mobility and
eTransactional Services UK&I,
13.20 The challenges of globally re-
platforming of the Premier Farnell
websites – changing the tyres on a
moving vehicle
Kevin Yapp, Chief Marketing Officer, Premier
Farnell, UK
13.20 Synergy workshop: Becoming a truly
client centric business and offering a
superior service
Catherine Walker, Marketing Director,
Vodafone, UK
08.30 Morning Coffee
OPENING PLENARY KEYNOTES: Improved Engagement to Improve Sales and Drive Business
09.00 ALL STAR PANEL: ‘The strategic continuum’: Sales, Marketing and IT to drive the business forward
Jacqueline Howe, Head, EMEA Marketing and Communications, Liquidnet, UK
Ann Thueland, Director, EMEA Marketing, Actifio, Germany
Catherine Walker, Marketing Director, Vodafone, UK
09.40 KEYNOTE: How to transform a centrally driven marketing strategy into commercial activation in emerging markets
Alessandra Pavolini, CMO, Global Growth & Operations, GE, UK
10.00 Morning Break
Main Conference Day 2 -Thursday 18th September 2014
At-A-GlanceTRACKA
TRACKB
TRACKC
CHOOSE YOUR TRACK
Register Now!

New Approaches to
Rethinking Delivery
and Execution
B2B Marketing
13.45 Implementing effective analytics
to evaluate return of marketing
investment (ROMI) on a global scale
Bruno Hourdel, Vice President, Worldwide
Field Marketing, Misys, UK
13.45 Achieving effective sales globally by
providing a seamless multichannel
user experience
Ann Thueland, Director, EMEA Marketing,
Actifio, Germany
Synergy workshop: Becoming a truly
client centric business and offering a
superior service
Vodafone, UK
14.10 CASE STUDY REVOLUTION:
Smart data vs big data: Determining
key data points and differentiators to
predict new trends
Howard Blumenthal, Director, eBusiness
Platform Solutions, Advance Auto Parts,
USA
14.10 CASE STUDY REVOLUTION:
Transforming your B2B Commerce
strategy with mobile to infl uence and
build loyalty
Simon Farr, CTO, Head, Innovation & Thought
Leadership, BT, UK
Main Conference Day 2 -Thursday 18th September 2014
At-A-GlanceTRACKA
TRACKB
TRACKC
CHOOSE YOUR TRACK
15.50 ALL STAR PANEL: How to best harness the power of Big Data to deliver marketing in real-time within an organisation
Chris Boorman, Chief Marketing & Customer Success Officer, Huddle, USA
Christine Bailey, Director, Marketing Strategy, Operations, Program Office & Partner Marketing, EMEA & Russia, Cisco, UK
16.30 ALL STAR PANEL: Excelling in ‘Thought leadership’: What does it really take and what actually influences a B2B decision maker to achieve
that revenue?
Arthur Simonetti, Director, Marketing, DSM, Netherlands
Stephen Christian, VP, Marketing, Verimatrix, USA
Maria Burpee, Former Head, EMEA Healthcare Marketing, Dell Europe, Spain
Vincent Rousselet, Senior Associate, ITSMA Europe, UK
17.10 Event Summary and Closing Remarks
17.20 End of Conference
Register Now!
“B2B Multichannel Europe provides the opportunity
to learn from others, share experiences; meet new
people; and identify 2-3 things to take-away and
apply differently in my role’’
Simon Hall,
EMEA Marketing Director, Head of Country Marketing UK,
Dell, UK

Leveraging Social Media for Brand Positioning and Awareness
Tuesday 16th September 2014
SocialMediaFocusDay
08.00 Registration and Coffee
08.50 Opening Remarks from Chairperson
Maria Burpee, Former Head, EMEA Healthcare Marketing,
Dell Europe, Spain
Leveraging Social Media for Brand
Positioning and Awareness
09.00 KEYNOTE PRESENTATON: Finding new opportunities while
leveraging social media for optimal lead generation
Isabelle Delorme, Group Head, Market Management (CMO),
Euler Hermes (a company of Allianz), France
Learn how to increase direct sales through streamlining marketing and sales departments from
a detailed case study from Euler Hermes, who demonstrated worldwide sales increases by 18%
in 2013. Benefits from Isabelle’s involvement in worldwide lead generation, effective content
marketing strategies and building working partnerships and loyalty with leading business partners.
»» Where to start: Evaluating your market and developing a unique proposition to then build on
with lead generation
»» Integrating social media into your lead generation plan through content transparency, trust,
relevance and engagement of content
»» Discovering the essential data points to demonstrate value and benefits in your social media
plan
09.30 CASE STUDY REVOLUTION: Social ecosystems: How to use
social media to build the brand and influence prospective
clients in socially educated and uneducated markets
Sally Harrison, Global Head, Social Media,
Unify, UK
Tobias Lassen Falkencrone, Head, Marketing & Branding,
Group Communications, Maersk, Denmark
Better understand how to achieve a social media presence to help grow a client base and influence
customers. Leverage off Sally’s extensive experience in growing a global brand through influence
identification, microsites and blogs and Tobias’ experience in building social platforms in
emerging markets.
»» Successfully integrating a social media strategy into a current communication strategy to
develop a social voice
»» Evaluating how the product is becoming the brand and the power of influence brand has with
customer purchase
»» Leading your brand with interactive marketing over traditional marketing and evaluating how the
channels can work together rather than individually
»» Maintaining brand consistency and evangelising digital in sectors that are less digitally aware
10.30 Morning Break
11.10 CASE STUDY REVOLUTION: Generating a unique and truly
integrative social media campaign to build awareness and
generate demand
Clare Izhaky, Global Head, Social Business,
Microsoft, UK
»» Educating the market on your brand successfully and providing the essential information
»» Utilising both content and images to drive engagement through the various channels
»» Building an advocacy programme to help with lead conversion and improving sales
»» Evaluating key challenges in the various online social platforms and identifying areas for
improvement
11.50 CASE STUDY REVOLUTION: The social media impact of
Raspberry Pi on the element14 community site - driving
engagement and sales through social media
Kevin Yapp, Chief Marketing Officer,
Premier Farnell, UK
Discover how to move a company into social by witnessing how Kevin Yapp led the global rebrand
of the Premier Farnell business. As current CMO for the global business, benchmark against
winning strategic and innovative social media approaches that can truly build a global online
following.
»» The influence of the Raspberry Pi and element14.com intersection for monetising social media
»» Examples of how social media can increase conversion rates
»» The delicate art of monetising a community
12.30 Lunch
13.50 ALL STAR PANEL: To invest or not to invest: Making the best of
what you have vs assessing and investing in new technology
Azfarul Islam, Enterprise Collaboration and Social Business
Strategist, Deutsche Bank, UK
Tobias Lassen Falkencrone, Head, Marketing & Branding,
Group Communications, Maersk, Denmark
Make an informed decision on when and when not to invest in social media through insight from
industry experts, including know how from one of the leading global banks, on how to use social
media platforms internally to help with enterprise collaboration on platforms and drive company
revenue up.
»» Effectively managing your time: Generating worthwhile content in a time efficient manner
through social media
»» Maximising marketing budget by integrating social media into all departments of an
organisation
»» Evaluating costs involved to develop a social media plan and assessing the performance and
success of low-cost social media, in particular Facebook via groups and connections
14.30 CASE STUDY REVOLUTION: Strategies for keeping pace with
the ever growing social media universe to provide real-time
relevant information to your customers
Jasper Martens, Head, Marketing and Communications,
Simply Business, UK
Discover how the business insurance broker Simply Business has continued the growth in
customer acquisition through an innovative nationwide advertising campaign and rebranding of
their website. With company aims for dominating the commercial insurance marketing by 2018,
and insuring 750,000 small businesses, come away with realistic approaches to lead in customer
advocacy through search engine marketing and social media engagement.
»» Evaluating current content tools that allow current activity of social media platforms
»» Put in place strategies to further allow your customers to share your content: The power of
blogs and content sharing
»» How to best evaluate customer behaviour beyond social media platforms you are registered
with
»» Developing in house strategies to allow organisations to experiment and evaluate success of
new social media platforms
15.10 ROUND TABLE CAFES: What will come after social media as a
channel for branding and content?
Table 1: WHITEPAPERS
Isabelle Delorme, Group Head, Market Management,
Euler Hermes (a company of Allianz), France
Table 2: TV CAMPAIGNS
Jason Hughes, Head, Branded Content & Product Placement,
BSkyB, UK
Table 3: BRANDED CONTENT TOOLS
Jasper Martens, Head, Marketing and Communications,
Simply Business, UK
Prepare for new content marketing trends after the social media buzz, and leverage information
from three round tables addressing the new areas. Learn about the:
»» Benefits in adding more value, brand awareness and discussion through social media
»» Benefits in targeting customer in a different, less crowded way
»» The true value of face-to-face communication compared to digitalisation
»» Future expectations and predictions regarding allocated marketing time on budget on digital
efforts and offline activities
17.00 Closing Summary and Chairperson Remarks
17.10 Cocktail Reception
Register Now!
CASESTUDYREVOLUTIONCASESTUDYREVOLUTION
ALLSTARPANELCASESTUDYREVOLUTIONROUNDTABLECAFES
CASESTUDYREVOLUTION

Day1
08.00 Registration and Coffee & Continental Breakfast
08.40 Conference Ice Breaker
KEYNOTES
The Future of Digital
Marketing & E-Commerce
09.00 The B2B Commerce trajectory: Where is digital taking us?
Richard Robinson, Director,
Google, UK
Discover directly from the multinational corporation Google how the digital age is changing and
influencing your business. Richard has helped drive the digital business transformation internally
and externally for effective go-to-market strategies in a variety of business and technology sectors.
Come away with essential market insights on how digital can benefit your organisation, as well
as how best to executive this change through more collaborative relationship with employees,
partners and customers.
»» Discover how digital is influencing buying behaviours
»» Effectively apply digital to capture purchasers, enhance the user experience, reach customers
in new channels and drive marketing ROI
»» Manage the growing demands and expectations of your customers through quick adoption of
touch point transparency
»» Establishing the balance between priority and execution when digitalising an organisation to
achieve effective transition
09.20 Learning from the B2C market: Successfully moving customers
through the sales cycle from qualified leads to sales
Walter Scott, VP, eCommerce and eServices,
»» Propelling the return of investment (ROI) model of B2B customer acquisition to new heights
from B2C experience
»» Developing lead qualification systems that allow for measurable results of innovative B2B
marketing tactics
»» Furthering this data to then predict and anticipate you customer’s next request and action
»» ‘The sales shift’: Successfully managing multiple buyers with different requirements, influence,
and handle different buyers timelines for e streamlined sale
09.40 Heart to Heart: 5 Lessons from the Frontline
Heidi Taylor, Head, Marketing, Government & Public Sector,
PricewaterhouseCoopers, UK
Discover how to take educated risks and convince senior management to try different marketing
approaches with insight from leading the high profile PwC NHS@75 campaign. Learn how
healthcare stakeholders and the general public were engaged in issues that really matter to them
and how through innovative content generation, a different conversation was developed with the
market, that wasn’t possible in more traditional marketing approaches.
»» The B2B customer journey: What’s changed and how is marketing responding?
»» Social media as the game-changer
»» Short case study of the award-winning PwC NHS@75 campaign
»» Critical success factors for the campaign
»» 5 lessons for a better social engagement experience
09.40 FIRE SIDE INTERVIEW: Does the B2B marketing landscape
reflect the B2C business model?
Robin Raven, Vice President, Product, Digital Solutions,
The Economist, UK
Vodafone, UK
Witness Robin interview Catherine on the influences on current B2B marketing strategies. Robin
has grown value and built advocacy amongst both B2B and B2C customers, with experience in
digitalising the Economist through launching the app for The Economist, as well as developing
a fully responsive website. Catherine offers insight on B2B marketing practices to achieve a
humanised, client-centric result.
Benefit from useful tips on how to bring your B2B organisation and marketing practices into the
21st century:
»» Economic and practical drivers behind the need for new marketing technologies and the short
falls of the current market
»» Enabling and empowering your business to stay on top with innovative approaches of novel
technology awareness
»» Is content the key to success? Getting ahead of the competition by generating value through
stimulating and innovative content
10.20 Morning Break
CHOOSE
4 Plenary or 4 Workshops
4 Plenary
Best in Class Lead Generation
and Nurturing Tactics
11.00 New technologies to track and nurture leads through the whole
sales cycle
Matthew Stammers, Director, Marketing, Europe,
Taulia, UK
With current responsibilities for launching a company into Europe, Matthew has first hand
experience on what is really required to streamline a brand into a new market. With solid
experience of executing programmatic marketing campaigns across the full marketing mix,
he has helped key suppliers add millions to their bottom line through unique evaluation and
implementation of key vendor management tools and supplier portals.
»» Lead scoring: and effective tracking software from initial client engagement through to sales
»» Attracting new clients through personalised websites to improve customer retention
»» Blog efficiency: What makes a good blog that generates trust and quality and convertible leads
»» Retaining and growing client base through effective technology that maintains consistent, yet
not overpowering client contact
11.20 The journey to Revenue Marketing
Christine Bailey, Director, Marketing Strategy, Operations,
Program Office & Partner Marketing, EMEA & Russia,
Cisco, UK
Christine Bailey is Marketing Director of EMEA and Russia, and has driven the journey of revenue-
generation and therefore alignment of sales and marketing at Cisco. With expertise in executive
engagement, thought leadership and integrated marketing campaigns, Christine provides B2B
marketing expertise in a technology industry and assisted in transforming marketing from a cost
centre to a revenue generating centre.
»» The buyer is in control
»» New partnerships between sales and marketing
»» From cost centre to revenue center
»» From revenue goals to Connected Performance-
11.40 OXFORD STYLE DEBATE: WHO DARES WINS
Online marketing v.s Offline marketing: What generates the
most leads and best conversion rates?
Online marketing argument:
Telefonica, Germany
Offline marketing argument:
Vincent Rousselet, Senior Associate,
ITSMA Europe, UK
Evaluate the importance of both online and offline marketing to help convert leads through this
oxford style debate. Vincent, having worked at numerous global companies such as Amex, BT,
Capgemini, Ericsson, Fujitsu, Siemens, Telenor and Thales, provides ITSMA members with
essential marketing strategies to keep on top of their game, often in a global context, through
offline marketing. Lucia offers expertise on how online lead gen can increase sales by 180%.
Vote for the winner and receive actionable take home message summarised by the chair of the day.
Content Development and Lead Nurture
Register Now!
FIRESIDEINTERVIEW
FIRESIDE
INTERVIEWOXFORDSTYLEDEBATE

Day1
4 Workshops
B2B Marketing
These interactive workshops are open to 25 active participants who form part of a high level
brainstorm where competing ideas are put forward and the best solutions agreed upon. Contribute
to a new forward-looking project and create a step-by-step action plan on how to make it work.
Planning and
Process Management
11.00 SYNERGY WORKSHOP: Effectively managing third parties when
developing a global marketing campaign to better understand
your customer base and increase lead generation
This highly interactive workshop delves further into the practicalities of managing and working with
internal and external parties to help build a successful global marketing campaign.
Find answers to:
»» Using third party management for effective communication and control over clients
»» Helping 3rd parties drive demand for your product through open discussions on effective and
realistic channels
»» Understanding and communicating what information you need from your vendors/distributors:
How best can this information can be shared/provided with your team?
11.40 SYNERGY WORKSHOP: Aligning cultures and processes:
Making the successful transition from a sales driven
organisation to intelligent marketing
Pam Didner, Head, Global Integrated Marketing,
Intel, USA
Simon Hall, EMEA Marketing Director, Head of Country
Marketing UK, Dell, UK
Bruno Hourdel, Vice President, Worldwide Field Marketing,
Misys, UK
This invaluable workshop provides you with insight on how to successfully transform a traditional
sales driven organisation into a more intelligence driven business. Pam, who has developed
Intel’s worldwide go-to-market plans, will chair and offer essential input on process management
and leveraging big data. Simon provides experience and insight on establishing strong business
brand campaigns, sponsorship deals and c-suite loyalty programs needed for a more intelligent
marketing approach.Bruno provides insight on engaging field and partner marketing teams globally
for marketing intelligence.
Discuss you challenges and hear solutions on:
»» Marketing infrastructure: Addressing current inventory and establishing a blueprint to develop a
streamlined business model and lead departments out of silos
»» Achieving a nimble, balanced and strategic approach when making challenging organisational
changes
»» Engineering improved department communication to achieve better collaboration and what
needs to be communicated
»» Moving from sales to intelligence: Key factors to address and challenge to transition to a more
consultative sales approach
12.40 Lunch
CHOOSE
4A, 4B or 4C
4 TRACK A
New Approaches to Content
and Analytics
Content Creation and
Business Management
14.00 Value creation: Generating relevant and actionable content for
your customer to increase revenues
Pam Didner, Head, Global Integrated Marketing,
Intel, USA
Discover how one of the largest global computing companies developed global content to
successfully signal business advantages and engage customers globally. Having been integral
to managing editorial planning for Intel’s content development, Pam provides key take home
messages on how to tailor your content to relevant topics and drive value through content both
regionally and globally. Find winning approaches for:
»» Tailoring information to your market to enable a more targeted message and better return
»» Building trust with new customers on new products through content
»» Effective strategies to drive a sale from content: Empowering your sales team with effective
content to use in the sale close
»» Evaluating content marketing strategies that have worked and take away messages from those
that haven’t
14.25 Aligning information and messaging across all channels to
ensure maximum customer capture
DSM, Netherlands
Learn from current practices at DSM’s corporate Marketing & Sales Excellence centre on how best
to increase customer and consumer interaction through digital. Amongst others, Arthur heads the
global Marketing & Sales training curriculum for >1500 M&S professionals, so benefit from his
extensive expertise in devising strategies to align marketing efforts internally to ensure one global
message. Benefit from:
»» Quickly and efficiently implementing content that is reflective of clients changing buying
cycles and relevant at the various stages
»» Effectively integrating content marketing and SEO into the current marketing mix for improved
search rates and response
»» Dealing with large volumes of data and ensuring it’s up to date
»» Training and establishing staff to develop content inhouse and efficiently allocating time and
resources
»» Insight into current ecommerce platforms on the market: Successfully implementing and
integrating across the multichannels
14.50 Maximising consumer capture through streamlined channel
utilisation and management
Verimatrix, USA
Find out how internet technology space and digital media can be managed to execute a successful
product and manage brand equity. Stephen discusses how he project manages extensive
multi-channel accounts and nurtures leads to optimise the pipeline. Benchmark against an SME
company and take home key messages on how media technology is influencing business trends
and how to ensure maximum consumer capture.
»» Using content that is reflective of clients changing buying cycles and relevant through the
marketing and sales cycle
»» Successfully implementing and integrating eCommerce platforms across the multichannels
»» Integrating content marketing into the current marketing mix for improved search rates and
response
»» Managing large volumes of data to help evaluate customer behaviour and Dealing with large
volumes of data and ensuring it’s up to date
15.15 How to manage and maintain a global message: Overcoming
practical and cultural challenges
Jade Tambini, European Marketing Manager, Recycling Division,
DS Smith, UK
Witness how to successfully execute a global rebrand from DS Smith, who recently achieved
repositioning of 4 business divisions united to offer an integrated market offering in packaging
design through to recycling to their customers. Benefit from Jade’s experience in country specific
audience profiling and maintaining an overarching central strategy and message to ensure a
unified global brand and tailor content driven contact.
»» Discovering the importance of content marketing success through a change in organisational
working, thinking, behaving and collaborating
»» Successful collaboration with a translation company and best practice for content development
and content translation
»» Automating your global supply chain to ensure consistency in company branding and message
Register Now!
SYNERGYWORKSHOPSYNERGYWORKSHOP

Day1
4 TRACK B
Rethinking Delivery
and Execution
Marketing Tech Innovation
and Integration
14.00 Integrating Marketing Automation (MA) into your demand
campaign for improved execution and speed
»» Moving from analogue to an automated solution for higher lead conversion
»» Successfully evaluating all current products and choosing the most applicable tool for your
company demands
»» Evaluating ROI on the investment and it’s performance over the whole sales cycle
»» Achieving speed through automation while maintaining the ever important message
personalisation
14.25 Gaining optimal benefit from your CRM system to maximise
customer relationships now and in the future
Valentina Ikstadt, Head, International Marketing,
Xell Baustoffe, Germany
Hear a winning strategy on how Xella Baustoffe are re-evaluating their customer profiles and
behaviour through a partnership with the ‘’Morgen Stadt’’or ‘’Future Cities’’. Valentina has been
integral for better understanding Xella Baustoffe’s largest customer base in the architect and civil
engineering sector, and streamlining this knowledge through effective customer relationship
management. Learn how to:
»» Successfully evaluate all current products in the market and choosing the best one for your
sales and marketing objectives
»» Work with your provider to best use your CRM to it’s full capabilities
»» Ensure good input for good output
»» Using your CRM system to allow you to process needed information for quality leads for sales
team to qualify
»» Improve effectiveness of data nurturing for improved customer relationships, customer
retention and business growth
14.50 The do’s and don’ts of data capture and data use for improved
customer analysis
Simon Hall, EMEA Marketing Director, Head of Country
Marketing UK, Dell, UK
Determine how effective data analysis can truly drive company growth and better customer
understanding. With Simon’s insight on key market communication and channel plan strategies
demonstrated through establishing strong business brand campaigns, sponsorship deals and
c-suite loyalty programs, benefit from:
»» Putting in place measures to ensure you are collecting the right data and the correct amount of it
»» Effective qualitative metrics to ensure data integrity
»» Establishing good data management processes for easy data evaluation and to put it to use
»» Best practice and learning from previous mistakes: Moving from data to insight to impact
15.15 Data overload: Effective data analysis and management to
better utilise the unlimited customer information pool
Richard Robinson, Director,
Google, UK
Benefit from Google’s insight on analytics and integrated marketing platforms in a multi-channel
world. Richard’s current position at Google and as Chair of the B2B Council at the IDM (Institute of
Director Marketing) has enabled him to educate industry on the essential factors in understanding
your customer behaviour and needs.
»» Getting to grips with integrating appropriate analytics tools into current software platforms and
systems to assess your customer
»» Streamlining current resources and to cope with data analysis and maximise limited resources
»» Knowing what data to gather and what tools to use to achieve specific customer insight
»» Best practice and learning from previous mistakes: Moving from data to insight to impact
4 TRACK c
Strategic Approaches to B2B
Marketing (Invite only)
14.00 CMO Boardroom: Bridging the gap between your CMO and CTO
(invite only)
CMO perspectives:
Chris Boorman, Chief Marketing & Customer Success Officer,
Huddle, USA
Datwyler Technical Components, Switzerland
CTO perspective:
Simon Farr, CTO, Head of Innovation & Thought Leadership,
BT, UK
Discuss the pivotal market changes that are influencing the way organisations are being run and
where key decisions are being made. David ‘s experience as both CTO and CIO at Fujitsu, enables
him to drive discussions on the changing roles of CMOs and CTOs. Chris and Markus offer
experience in the integral, yet changing role of the CMO and Simon provides insight on successful
thought leadership approaches and driving innovation at the CIO level.
What’s in it for you?
»» Evaluating marketing, technology and big data: Where does the responsibility lie and the
collaboration begin?
»» Experimentation vs risk aversion: Making informed decisions on technology investments
»» Finding the culprits with global enterprise v.s SMBs on brand spending, data deficiency and
campaign effectiveness
»» Developing actionable metrics to satisfy IT and Sales
»» Competitive benchmarking: Evaluating current success stories on IT and Marketing
collaboration and allocating resources to start analysis of key competitors
Closing Plenary
16.05 ALL STAR PANEL: Effectively streamlining your CRM system,
marketing automation and additional marketing software to
improve your global digital presence
Blake Cahill, Global Head, Digital & Social Marketing,
Philips, Netherlands
Sodexo Prestige, UK
»» Practical experience of implementing and integrating CRM and MA to achieve a digital
presence and achieve an optimal marketing campaign
»» Streamlining these systems globally vs. locally: Current efforts and achievements of
standardisation of IT systems and keeping information locally relevant
»» Achieving consistency across various business units and generating a united vision
»» Current reality of CRM integrating capabilities with other media tools and the aims for the future
»» The reality for consolidating point solutions to just one platform to save time and money
16.45 ALL STAR PANEL: Content marketing as the gateway to client
loyalty: Practical approaches to inspire and gain trust
Jade Tambini, European Marketing Manager, Recycling Division,
DS Smith, UK
Jason Hughes, Head, Branded Content & Product Placement,
BSkyB, UK
Gonzalo Garcia Villanueva, Head, Financial Products Marketing,
Bloomberg, UK
Utilise key take home messages from market experts on content marketing . Jade and Gonzalo
offer insight into what makes good and usable global content. Jason has achieved success with
two of Sky’s major projects including partnerships with Visa and Tresemme, helping ensure brand
awareness, establish essential long term business partnerships, shift brand perceptions and
manage content integration through effective channels.
Register Now!
CMOBoardroomALLSTARPANELALLSTARPANEL

Day2
Effective Metrics for Advancing Business Intelligence
Thursday 18th September 2014
Register Now!
08.30 Morning Coffee
OPENING PLENARY KEYNOTES
Improved Engagement to Improve
Sales and Drive Business
09.00 ALL STAR PANEL: ‘The strategic continuum’: Sales, Marketing
and IT to drive the business forward
Telefonica, Germany
Jacqueline Howe, Head, EMEA Marketing and Communications,
Liquidnet, UK
Actifio, Germany
Vodafone, UK
Effectively streamline your organisation with insight from 4 marketing experts and benefit from
insight from 4 different industry sectors. Ann offers insight from the construction industry,
Catherine and Lucia offer how the telco market streamline departments, and Jacqueline offer an
opposing view from the financial sector.
With allocated time given to Q&A from the audience, have your chance to quiz the experts on:
»» Shifting the culture of an organisation: Who to engage, communicate and invest with to
increase success
»» Challenging the ‘Status Quo’: Moving from a short to long term marketing strategy
»» Overcoming a ‘siloed’ organisation: Getting groups to collaborate and understanding
eachothers’ creation value to make more sales
»» How is technology beneficial for the efficiency of the whole team
»» Successfully integrating technology, changing the process and culture within the organisation.
Regardless of resources
09.40 KEYNOTE: How to transform a centrally driven marketing
strategy into commercial activation in emerging markets
Alessandra Pavolini, CMO, Global Growth & Operations,
GE, UK
Drive market growth by 300% and save millions per year by benchmarking against the leading
global infrastructure, ﬁnance and media company, GE. Discover how the first Chief Marketing
Officer of Ecomagination and the first CMO of Global Growth & Operations team at GE has engaged
regional teams through a decentralised model to improve market growth and thus revenues.
»» Understanding the purpose of each channel, what you are looking to achieve and the benefits
when marketing to multiple influencers
»» Effectively managing a global brand across multiple channels and maintaining a consistent
message
»» Evaluating the behaviour of your customers, where demand is coming from and developing the
best ecommerce platform for sales conversion
10.00 Morning Break
CHOOSE
4A, 4B or 4C
4 TRACK A
and Analytics
10.30 Neural communication - Increasing market(ing) success via
emotional selling
Lutz Klaus, Senior Director, Enterprise, Commercial and Partner
Marketing – EMEA, Juniper Networks, Germany
Determine how emotional selling can effectively compliment traditional sales to drive forward
current marketing campaigns. Lutz provides insight on how to bring an organisation from classical
marketing to a broader go-to-market view and integration. Benefit from improved understanding of
how emotional selling and the use of positive messages can improve sales numbers.
»» B2B versus B2C Marketing: Do we need to adjust what we have learned?
»» Can good and bad communication be measured?
»» How can we optimise our communications?
10.55 Behavioural economics and cognitive heuristics: Applying mind
games to online channels and user behaviour
Sodexo Prestige, UK
Learn from Sodexo Prestige, an award winning UK contract catering company, on how to leverage
becoming a leading data driven service provider and using this information to evaluate customer
behaviour and apply to mould online channel strategies. Andrew has been integral to the integration
of current CRM systems, websites and marketing automation to help drive better customer
understanding, however discover more about cognistive heuristics and it’s role in achieving a true
personalised online marketing strategy.
»» The reasons you don’t think as much as you think you think
»» Using anchoring techniques to increase customer spend online
»» Can cognitive dissonance theory be used to increase conversion rates? An exclusive unveiling!
11.20 ROUND TABLE CAFES: oice of the Customer (VOC):
Personalising your client interaction by tailoring content and the
channels of engagement
Jacqueline Howe, Head, EMEA Marketing and Communications,
Liquidnet, UK
Nick Eades, Group Marketing Director,
Katie Gordon-Smith, Head, Marketing & Business Development,
Land Registry, UK
Datwyler Technical Components, Switzerland
»» Shifting mindset to best connect with the market: Targeted approaches to match product with
client
»» Strategies for better understanding the demands of your market
»» Tailoring the channel with the customer and what needs to be considered
4 TRACK B
Rethinking Delivery
and Execution
Multichannel Client Engagement
& E-Commerce
10.30 Building and integrating a B2B retail website to cater for
business customers expectations into current back end systems
Vishal Chhatralia, Head, Digital Product Management,
RS Components, UK
»» Effective website design and content that drives B2B commerce and provides customer with
specific needs and requirements
»» Insight into effective e-commerce platforms that allow for successful back end integration for
an effective company website
»» Web analytics to help manage e-commerce online management and success and to monitor
website performance
10.55 How to establish a B2B e-commerce platform to drive sales and
reduce operational costs: Lessons learnt
Jos van Berkel, Head of the Integration Centre of Excellence,
Project Area Manager, Ericsson, Sweden
Develop and integrate a B2B e-commerce platform that truly reflects the organisation and builds
business continually. Discover how Jos has driven the evolution of a recognised business strategy
at Ericsson from a scattered initiative, that improves efficiency and quality in trading and reduces
OPEX and improves the speed of credit to cash.
»» How an effective B2B e-commerce platform can truly reduce OPEX
ALLSTARPANEL
ROUNDTABLECAFES

Day2
Register Now!
»» Key influential factors when demonstrating ROI and the business benefits to senior
management
»» Legal considerations for integrating and establishing a B2B e-commerce platform
»» Moving from a more reactive to a proactive B2B e-commerce model to start driving changes
in e-commerce and IT
11.20 ROUND TABLE CAFES: Driving B2B engagement through
effective E-commerce platforms - learning from past mistakes
Bob Egner, VP Product Management,
EPiServer, USA
Mark Thornton, Ecommerce Director,
Maginus, UK
»» Developing an effective online strategy to go direct and keep your channel partners happy:
Personalisation, customer self-care and operational efficiency
»» Mobile as a realistic platform for driving sales transaction
»» Mobile as a tracker of customer behaviour
»» Ensuring you are getting the needed information from your clients/ third parties on client/
customer
4 TRACK c
STRATEGIC APPROACHES TO
B2B MARKETING
Planning and
Process Management
10.30 Synergy workshop: How to implement Account-based marketing
(ABM)? The personalised business approach to customer
relationship development
Katie Gordon-Smith, Head, Marketing & Business Development,
Land Registry, UK
Josy Roberts-Pay, Marketing Director, Assurance, EMEIA,
Ernst & Young, UK
With marketing traditionally focused on lead generation and quantity over lead quality, and sales
groups often dealing with poor quality leads that are impossible to qualify and convert, there is a
gap in the market for a streamlined, unified account approach to marketing and sales. Discover
the benefits of:
»» Applying ABM for better aligning sales and marketing strategies and efforts for improved
effectiveness and lead conversion
»» Translating ABM into a targeted lifecycle model for the most value and revenue generating
accounts
»» Evaluating current customer accounts to create a future customer profile to predict future target
accounts: Reality of whether this provides quality leads
»» Benefits over tailoring your marketing message in a more traditional way
12.20 Lunch
CHOOSE
4A, 4B or 4C
4 TRACK A
and Analytics
13.20 From a concept to 1 million customers in less than 4 years –
building a brand to challenge the industry leader
James Bain, Director, Mobility and eTransactional Services UK&I,
Discover how to gain 1 million online customers in <4 years by successful strategies against the
market leader. Learn from an in depth case study from the Director of Mobility and e-transactional
Services at Worldine UK&I and the Co-Founder of RedSpottedHanky.com on how to develop a
customer focused initiative in the transport sector and real insight on product development based
around a true USP.
»» The opportunity and the vision – a fresh and creative approach to online retail in the travel and
transport sector
»» Why Redspottedhanky.com? Creating a distinctive “real” retail brand, not just a software engine
with a basic user interface
»» Achieving differentiation against a market leading company with company – creating a USP
and developing a compelling proposition
»» Brand execution to aggressively acquire customers and maintain customer retention
»» What does the future hold?
EFFECTIVE METRICS FOR
GENERATING ROI
13.45 Implementing effective analytics to evaluate return of marketing
investment (ROMI) on a global scale
Bruno Hourdel, Vice President, Worldwide Field Marketing,
Misys, UK
Benefit from insight on how to increase sales pipeline contributions from <5% to between 15-
20% and set up the pace for a 1:4 ROMI. Discover and evaluate how Bruno’s ROMI strategy has
been globally deployed and aligned with field and partner marketing teams across the globe and
how this can implemented and integrated into your organisation.
»» Streamlining sales and marketing teams with universal KPIs
»» Developing of lead nurturing activities through effective lead scoring
14.10 CASE STUDY REVOLUTION: Smart data vs big data:
Determining key data points and differentiators to predict new
trends
Howard Blumenthal, Director, eBusiness Platform Solutions,
Learn from the largest auto part company in the US on how to better understand your customer
through effective evaluation. Having recently launched their commercial portal, which integrates
the company’s various commercial online services, customer experience has improved and owes
a major part to listening to the customer through dialogue and various customer satisfaction tools.
»» Identifying the key data points that are indicative of customer behaviour to then drive forward
good content
»» Understanding where content actually adds value and where it doesn’t through effective
analytics
»» Managing volume v.s quantity: Understanding the key evaluation points needed to generate
effective and appropriate content to drive forward your marketing campaign
4 TRACK B
Rethinking Delivery
and Execution
Multichannel
Client Engagement
13.20 The challenges of globally re-platforming the Premier Farnell
websites – changing the tyres on a moving vehicle
Kevin Yapp, Chief Marketing Officer,
Premier Farnell, UK
Kevin offer’s global marketing expertise in how to orchestrate and carry through a global re-
platforming of a company website to ensure it correctly tailors to the various regional customer
demands. This presentation provides actionable takeaways on how to execute the changes with
third parties and ensure the customer voice is always put first.
»» Implementing a global solution across 43 sites, 35 languages, 5 brands and hundreds of
thousands of SKUs
»» Balance of regional teams with global teams deliver the right customer solution
»» Putting the customer voice first, but driving rapid value-extraction
13.45 Achieving effective sales globally by providing a seamless
multichannel user experience
Actifio, Germany
SYNERGYWORKSHOPROUNDTABLECAFES
CASESTUDYREVOLUTION

Day2
Register Now!
»» Understanding where your clients are engaging and transacting to ensure a 360 degree view
of their behaviour
»» Implementing and streamlining your channels for a multichannel client experience: Assessing
current approaches and platforms there are available to assist
»» Appreciating and utilising where customers first and finally engage to tailor a personalised
buying cycle for them
14.10 CASE STUDY REVOLUTION: Transforming your B2B Commerce
strategy with mobile to influence and build loyalty
Simon Farr, CTO, Head, Innovation & Thought Leadership,
BT, UK
Understand winning strategies to leverage mobile to better engage with your B2B clients. Simon,
as an integral player in Global Innovation within BT’s Portfolio and Service Design team, drives
technology innovation with the top global service customers. Learn from his experience and
insight on key technological developments driving this market, and how mobile can assist in client
engagement and sales.
»» Discovering how businesses acquire and retain customers influences how B2B companies sell
their products and services Understanding the role of mobile in retaining and building loyalty
with your customers
»» Successful strategies using mobile to influence your customer to complete the sale and
provide additional service tools online
»» Utilising mobile as the optimum method for providing the customer with the most control of
shopping experience
4 TRACK c
STRATEGIC APPROACHES
TO B2B MARKETING
13.20 Synergy workshop: Becoming a truly client-centric business
and offering a superior service
Vodafone, UK
Benefit from insight from a truly client-centric marketer on how to bring one of the largest national
mobile telecommunications networks, Vodafone, into the digital age and provide relevant and
personal marketing to every customer, wherever they are. With experience in both marketing and
IT, Catherine provides insight on how to move an organisation from a big data approach to a more
focused, humanised interaction to provide a tailored solution to all.
»» The importance in a dynamic executive for driving forward a company’s success in social
engagement and motivation to the customer facing employees
»» Avoiding silos: Being truly accountable for marketing whatever department you are: Customer
complaints, dealing with product FAQs etc.
»» Striking the balance between allowing employees to do their job vs providing sufficient
guidance
Closing Plenary
15.50 ALL STAR PANEL: How to best harness the power of Big Data to
deliver marketing in real-time within an organisation
Chris Boorman, Chief Marketing & Customer Success Officer,
Huddle, USA
Christine Bailey, Director, Marketing Strategy, Operations, Program
Office & Partner Marketing, EMEA & Russia, Cisco, UK
»» Evaluation of leading-edge technologies on adoption across all departments and moving pilot
projects into mainstream IT
»» Aligning infrastructure to deal with growth in data production to allow for shift and effective
implementation of data generated
»» Utilising all data that is generated and that none is neglected or stored indefinitely: Generating
worth in all data throughout departments
»» Ensuring metrics are being used by having an engaged sales team to follow up
16.30 ALL STAR PANEL: Excelling in ‘Thought leadership’: What does
it really take and what actually influences a B2B decision maker
and achieve that revenue?
DSM, Netherlands
Verimatrix, USA
Maria Burpee, Former Head, EMEA Healthcare Marketing,
Dell Europe, Spain
Vincent Rousselet, Senior Associate,
ITSMA Europe, UK
With thought leadership being a core focus for most B2B organisations trying to achieve, this
interactive panel provides insight from 4 leading professionals on what thought leadership truly
means to them and how they can achieve this.
»» Less traditional yet successful channels for establishing yourself as a thought leader: White
papers, website, reports , blogs etc.: Effectively building up a presence in these channels
»» Practice what you preach: Educating the organisation by avoiding reusing content generated
online and ensure you are offering something unique and valuable
»» Evaluating the key decision making factors that B2B marketers find important and translating
this into an effective thought leadership strategy
»» Leveraging the power of your team/organisation: Reflecting on data and content generated from
the team and translating this into thought leadership material
17.10 Event Summary & Closing Remarks
17.20 END OF CONFERENCE- See you again next year
“With B2B marketing forever evolving there is still so much to learn. At B2B
Multichannel Europe I am excited to hear from other B2B marketers on
their international marketing strategies with particular interest in content
marketing and overcoming culture and language barriers.”
Jade Tambini,
European Marketing Manager,
DS Smith
CASESTUDYREVOLUTION
ALLSTARPANELALLSTARPANEL
SYNERGYWORKSHOP

A MAGICAL CITY
London is one of the world’s truly great cities – spectacular
architecture, iconic buildings, brilliant museums and an
indefinable ambience that makes it truly unique. So make
sure you put aside some time outside of the conference
schedule to explore or reacquaint yourself with this
magical place!
VENUE INFORMATION
Grand Connaught Rooms
61-63 Great Queen Street
London WC2B 5DA
UK
www.grandconnaughtrooms.com
+44 (0)20 7405 7811
Grand Connaught Rooms is one of London’s most
impressive, stylish and opulent event venues. Situated in
Covent Garden, the Grand Connaught Rooms features
the iconic GrandHall, a sophisticated Champagne Bar, the
indulgent Tempus Restaurant and is a stunning, sought
after venue delivering a real wow factor. Just a fi ve minute
walk from Covent Garden and Holborn Underground
stations, 15 minutes from Kings Cross, Euston and St
Pancras Train Stations and accessible to all London’s
international airports, the Grand Connaught Rooms is first
choice for business events from executive board meetings
to large scale branded events.
The Perfect LocationTo Mix BusinessWith Pleasure
Venue
MAXIMISE
NETWORKING
OPPORTUNITIES
As part of the formal conference
schedule, you’re invited to join us for
a drink with your fellow conference
delegates on the evening of Day 1
of the main conference. Situated
in the hotel, continue the evening
by making new contacts and
reacquainting yourself with
old friends!
Register Now!

Gain new sales leads – Highly focused conference delegates including VP and C-level Marketing and
E-Commerce delegates with strong business interest in the event that they are attending.
Launch new products or services - Draw attention to your products and brand by using the
conference as a launch pad for new developments, products or services.
Enter new markets – Access attendess from UK, Germany, France, Sweden and the US. It is a great
opportunity to research and network whilst gaining exposure to a new qualified database.
Building customer loyalty – Utilise 9 interactive conference formats, including face to face contact at
conferences and showing continued support of a market helps develop client loyalty as well as cementing your
position as a continued presence.
Position company brand - Showing your company at high level events creates valuable impression as
an industry leader.
Brokering new business partnerships – Other sponsors and delegates are always looking
for exciting new partnering opportunities in order to deliver more compelling solutions to their clients – WBR
conferences offer you an ideal opportunity for just this.
as A Trusted Partner…
Contact Stephanie.Brindley@wbr.co.uk or +44 (0) 207 368 9785
Today to Discuss Options for Your Business
Industry-Wide Exposure to Clients and Key Prospects
WhySponsor
Register Now!
EPiServer connects ecommerce and digital marketing to help business create unique customer
experiences which generates business results. EPiServer’s platform combines content,
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supported by a pioneering partner network of over 715 partners in over 30 countries, EPiServers
platform gives customers the ability to deliver the right content to the right person in the right
format at a time that suits them.
Sponsor
MediaPartners
ITSMA specialises in helping companies market and sell services and solutions more effectively. We work with
the world’s leading technology, communications, and professional services providers to generate increased
demand, strengthen customer relationships, and improve brand differentiation. Our comprehensive research,
consulting, and training on topics such as ITSMA Account Based MarketingSM, brand positioning, and solutions
development provide the insight and experience companies need to improve business results. ITSMA is based
near Boston and has offices in London, Mumbai and Tokyo. Learn more at www.itsma.com
The Institute of Direct and Digital Marketing (IDM)The IDM is the only UK government-approved institute for
the professional development of digital, data and direct marketers, offering over 40 practitioner-taught training
courses, 12 internationally recognised professional marketing qualifications, a suite of valuable membership
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