Business-to-Business

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NETWORKING BREAKFAST (9:00 – 9:45am)
INTRODUCTIONS (9:45 – 10:00am)


I. How to be a Disruptive Force in a World of Change (10:00 – 10:45am)
HCL Technologies has grown at a rate of 13% annually; Abhishek Atree, Deputy General Manager, Corporate Marketing, will share his insights, perspectives and examples of how the HCL marketing team have effectively competed in the IT service industry.  He will address how in this age of disruption, marketers have to drive change, not wait for it to drive them.  In the past two years HCL Technology marketing has helped increased sales to $7 Billion, a $1.5B gain; Abhishek will also outline the practical steps HCL adopted to achieve this phenomenal growth.

Abhishek Atree

Deputy General Manager, Corporate Marketing
HCL America Inc. 


II. Digital Transformation: The Intersection of Digital, Social and Employee Advocacy  (10:45 – 11:30am)
Building a brand in the digital age requires an integrated approach that includes web presence, social media, and participation from your brand’s own employees. With its recent digital transformation, Deloitte seeks to be the digital leader in the professional services space. Complementing that digital strategy is a strategic portfolio of branded social channels, representing strategic businesses and marquee issues within the company. Deloitte also empowers the brand’s biggest assets—its own employees—to help amplify and share branded content through its award-winning employee advocacy program. This session will explore how Deloitte capitalizes on the synergies of these three unique and complementary areas of digital marketing to effectively execute marketing campaigns.

Turner Roach
Social Media Marketing Manager-US
Deloitte

Susan Chan
Digital Marketing Manager
Deloitte

Aida Ahmed
Social Media Marketing Lead
Deloitte


III. Google – The Shift to Machine Learning (11:30 – 12:15pm)
Machine Learning represents the third paradigm shift in technology that is transforming advertising. The first was Digitalization, then Mobile, and now we are living in the era of Machine Learning. We often think of Machine Learning first as a service, with good reason. By 2020, the market for Machine Learning technology will reach $20B. But Machine Learning is also an intelligence engine, allowing you to make smarter decisions for your organization and in your marketing strategy.

Machine learning is already pervasive in our everyday lives, but what does it mean for marketers? Will automation kill the need for creative marketing campaigns? How do you leverage Machine Learning to create more engaging ads and connect with your customers across your entire marketing funnel?

This session will explore how we should rethink marketing in an AI-first world and how smart B2B marketers are preparing for the future to come."

Joel Ramos
Global Client Lead
Google


LUNCH (12:15 – 1:00pm)


IV.  How Hiscox leverages thought leadership to enhance its reputation (1:00 – 1:45pm)
How can marketers utilize strategic thought-leadership to establish awareness and credibility in a crowded marketplace? In this session, Lou Casale, Head of PR and Communications at Hiscox, will present a case study about how his company has become an authority in the fast-growing cyber insurance market, which could grow to $7.5bn by 2020. This session will be an engaging conversation starter that will encourage you to think about your thought leadership playbook and how you can use research and content to educate your customers and partners about your products and services.

Lou Casale
Head of Communications
Hiscox


V. Success Planning: Eliminating Barriers to Effective Marketing Analytics (1:45 – 2:30pm)
Savvy B2B marketers know that tying marketing efforts to business goals is the ticket to better decisions and stronger results. As a matter of fact, studies have found that marketers who link marketing metrics to business results are 3X more likely to hit revenue goals than those who don’t.

The problem is this: Although marketers want effective results, many find themselves faced with barriers to aligning marketing and measurement. A large majority of marketers (61%) struggle to access or integrate the data they need, 22% don’t have the tools or technology they need, and 26% struggle to get buy-in and support from executives.

Success planning is a structured model that roadmaps how any marketing project or campaign can be meaningfully measured against business objectives. It transforms the execution of marketing plans into “a shared effort” across the organization and between internal and external stakeholders, and becomes a platform for illuminating (and eliminating) the barriers that stand in the way of marketing campaigns that would otherwise have been effective.

The end result is a one-page Success Plan that leads to more effective work and better outcomes for the organization as a whole.

Suzanne Diaz
Marketing Manager
Kingspan

Mary Owusu
Director of Analytics
Eric Mower & Associates