PDF Download June 21, 2016 Agenda (PDF)

CMO Summit Europe
June 21, 2016

↓ Agenda Key

View detailsKeynote Presentation

Visionary speaker presents to entire audience on key issues, challenges and business opportunities

View detailsExecutive Visions

Panel moderated by Master of Ceremonies and headed by three to four executives discussing critical business topics

View detailsThought Leadership

Solution provider-led session giving high-level overview of opportunities

View detailsThink Tank

End user-led session in roundtable style, focusing on best practices

View detailsExecutive Boardroom

Interactive session led by a moderator, focused on industry issue

View detailsExecutive Exchange

Pre-determined, one-on-one interaction revolving around solutions of interest

View detailsFireside Chat

Discussion of business drivers within a particular industry area

View detailsAnalyst Q&A Session

Moderator-led coverage of the latest industry research

View detailsVendor Showcase

Several brief, pointed overviews of the newest solutions and services

View detailsCase Study

Overview of recent project successes and failures

View detailsOpen Forum Luncheon

Informal discussions on pre-determined topics

View detailsNetworking Session

Unique activities at once relaxing, enjoyable and productive

View detailstitle

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Tuesday, June 21, 2016 - CMO Summit Europe

7:00 am
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7:55 am

Registration & Networking Breakfast

8:00 am
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8:10 am

Welcome Address & Opening Remarks

8:10 am
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8:50 am

Keynote Presentation

The New ‘Digital’ CMO

One of the most compelling questions that CMOs must answer today is that of how digital marketing is affecting their role and by extension how the CMO now fits into the management team. The fact of the matter is that the importance of marketing is increasing within the enterprise as it moves to become increasingly data driven and the CMO needs to be the catalyst that helps the team make this transition. Marketing leaders need to understand the digital impact and use it to drive new strategies, new decision making, new technologies as well as new roles and responsibilities for not only their team, but for themselves as well.

Takeaways:

  • The role of the CMO is undergoing significant evolution, evolution that is set to continue well into the future
  • Technology is becoming increasingly important in the success of the marketing department and both the CMO and the team need to become technology savvy
  • Data is driving everything and using it to understand channel results allows for marketing leaders to make more efficient and more effective strategic decisions

8:55 am
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9:35 am

Keynote Presentation

Building a Content Marketing Capability

Great marketing is great storytelling that requires relevance to reach and engage audiences wherever they are. While creating the occasional blog post might be easy, there is a relentless need for quality content. This is why there are 5 crucial components to content marketing at scale: an effective workflow, quality content, engaging digital experiences, viral distribution, and powerful analytics. Understanding how to master these challenges to build a scalable and sustainable content marketing capability is something that all marketers need to do.

Takeaways:

  • Content marketing is quickly becoming a default tool in every marketers toolbox but that doesnt mean everyone does it right
  • Committing to a content management program is not for the faint hearted; to work, content creation must be a full time mission
  • Balancing the five components of a content marketing program is essential; the weak link will break the chain

9:45 am
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10:15 am

Executive Exchange

Think Tank

Pitching Digital to the Traditional

While forward-thinking and dynamic organizations have been quick to adopt digital marketing initiatives, even completely eschewing traditional marketing in some cases, these capabilities are still by no means ubiquitous. In a world that is ever more relationship based, traditional marketing models based on the linear Awareness/Interest/Desire/Action model that neither develop nor exploit these relationships are increasingly doomed to failure. Savvy CMOs must help their more traditional executive peers understand the power and value of these new school approaches before a failure in messaging becomes a failure in the company.

Takeaways:

  • Digital marketing relies on technology, but is based on long-term experiential relationships
  • Digital carries risk in that brand exposure can too easily become category exposure, opening clients up to competitors
  • A good digital program must balance both pull and push initiatives

Think Tank

Building and Maintaining an Exceptional Brand in the Digital Age

Brand and brand recognition are everything; when a brand is built right it defines a segment, but for every Apple, Coke, or Porsche there are dozens of companies that failed to either build or sustain a strong brand. As challenging as the brand issue has been in the past however, todays digital marketplace compounds the problem as each individual channel has the capacity to add to or detract from brand awareness and opinion in a way that old school single channel marketing never experienced. Marketers must work diligently to ensure they are using all available channels to promote a consistent set of experiences, a consistent voice, and a consistent brand.

Takeaways:

  • Brand, like beauty, is in the eye of the beholder so enterprises must use segmentation to better understand customer and prospect expectations
  • As channels are added to consumer experience, marketers must ensure cross channel experience has the consistency and diversity to create appeal
  • Marketing cannot be solely responsible for brand propagation and all aspects of the company need to communicate the brand message at all times

10:20 am
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10:50 pm

Executive Exchange

Thought Leadership

TBD

Sponsored by:

10:55 am
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11:25 pm

Executive Exchange

Executive Boardroom

Delighting Customers to Build Loyalty

To be successful in today’s digital world, marketing leaders need to understand how to sift through the reams of available data, find the most interesting and relevant pieces, and translate those into actionable insights. These insights need to be leveraged to predict consumer wants and needs, and to build out customer experiences that surprise and delight. Care needs to be taken though to ensure balance between the demand for personalized experience and the desire to maintain personal privacy lest experiences instead lead to alarm and dismay.

Takeaways:

  • Data is the driver of customer experience; only through deep granular analysis can relevant models be developed
  • Localization of focus and effort is key to success – what delights one audience can easily offend another
  • Maintaining and respecting privacy is essential throughout and marketers will have to walk the tight-rope through between too much and not enough

Executive Boardroom

Driving Growth by Abandoning Digital Marketing Myths

Digital is the fastest changing marketing arena that the world has ever known; it’s capabilities and “rules of engagement” are constantly changing and expanding and what was true yesterday may no longer be true today. For the marketing leader with competing projects and priorities, it can be challenging to keep up and misconceptions about what is achievable or advisable are increasingly common leading to bad decisions that can limit business growth. To be successful, we need to overcome commonly held marketing myths (such as “personalized is not possible”, “digital creates no demand”, and “good enough campaigns produce good enough results”).

Takeaways:

  • Understand the true impact of digital marketing; where it works, how it works, and the value it can yield
  • Uncover the challenges and pitfalls with digital that trip up experienced and inexperienced marketers alike
  • Overcome the commonly held misconceptions and learn how to busts these myths

11:30 am
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12:00 pm

Executive Exchange

Executive Boardroom

Closing the Gap between Content and Revenue

This could be the year that the phrase “Content is King” becomes truer than ever as today’s social media and technology driven societies demand material that will actively captivate audiences and, more importantly, engage customers. This is no easy task given the increasingly short attention span of consumers yet proving the value of content is a necessity since accountability for business growth now falls squarely on the shoulders of marketers. Traditional measures such as engagement, page views, and social shares are no longer sufficient for demonstrating ROI and so responsive websites really are the way forward.

Takeaways:

  • Explore whether content tracking will really bridge the gap between content and revenue
  • Learn how to make more informed choices when it comes to sharing content that helps achieve your business goals
  • Determine how to close the loop between content creation and results

Executive Boardroom

Is Automation the Answer for the Modern CMO?

The CMO’s role has changed dramatically over the past decade. They are challenged with meeting growth goals by mastering the art of communication with customers across the ever-accelerating digital and traditional channels. They have to drive acquisition of new customers and build, preserve, and expand those relationships over time whilst simultaneously nurturing and retaining the relationships with existing customers. In addition, ensuring the brand message is being distributed and understood across the business as well as communicated to customers via every touch point. Automation technology has been highlighted by many marketers as a way to seamlessly interact with customers across these channels, but how far can this software go to provide the analytic insights needed to understand where, when and how to allocate budgets for maximum ROI?

Takeaways:

  • Address whether automation has the real-time reporting capabilities to show quickly the success or failure of campaigns
  • Explore real-life cases of finding balance with the increased responsibilities of a CMO
  • Discover how real-time analytics can ensure you direct your budgets to the right places at the right times

12:05 pm
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12:35 pm

Executive Exchange

Think Tank

Reducing the Speed to Lead

Studies ubiquitously indicate that engaging with leads as soon as they identify themselves is essential to positive and successful relationship, yet on average the time to engage is shockingly slow. As digital marketing becomes increasingly common, second chances to engage may no longer occur because another option is too easily and quickly presented. CMOs must help their organizations find ways to increase the speed with which leads are recognized, classified, and engaged with in order to ensure long-term organizational viability.

Takeaways:

  • The sooner engagement occurs with a lead, the higher the potential for conversion of that lead
  • As the marketplace becomes noisier, the need is only increased
  • Marketing must reduce the amount of time before Sales can engage

Think Tank

Driving Results through Digital Marketing

The time has come to fully usher enterprise marketing strategy into the digital age, but that means having a granular understanding of not only digital opportunities, but also digital challenges. Primary among these is data driven marketing; the benefits is a deeper understanding of clients and their needs, while the challenge is the risk of analysis paralysis. The opportunity to deliver enhanced customer experiences that lead to long-lasting intimate relationships though outstrips the risk because the benefit in brand loyalty are immeasurable and so CMOs need to embrace data driven digital marketing and all that it entails.

Takeaways:

  • Understand the nuanced differences between abundant digital channels to build a program that best embraces them
  • Learn the tools and techniques behind a successful analytics program that gets to necessary insights without bogging down in analysis
  • Hear key case studies of successful marketers that have embraced digital and driven their enterprise to new levels of success

12:40 pm
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1:40 pm

Networking Luncheon

1:45 pm
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2:15 pm

Executive Exchange

Think Tank

How to Use Technology to Be a Forward-looking, Agile Marketer

While automation and data have enabled marketers to execute more quickly, most brands still use technology to only make tactical decisions like optimizing a digital campaign, or purchasing an online ad. This focus on execution is needed to stay competitive and it provides a way for working teams to quantify their contributions but it doesn’t really move the dial in ways that the C-suite notices, especially when the competition is getting better at more or less the same rate. To really make a difference in brand impact CMOs need to take a technology leap and invest in programs that have long-term strategic impact.

Takeaways:

  • Understand what is driving the need for data-driven agile marketing
  • See why a holistic approach to analysis, planning and forecasting drives the best results
  • Learn how an agile marketing solution improves strategic planning, annual budgeting, mid-course corrections and ad hoc decision-making

Think Tank

Growth Hacking – The New Marketing

Over the past decade many organizations have been blown out of the water by the innovations of Silicon Valley Start-ups. These companies have collectively identified two key things; growth does not happen by simply having a good product, and traditional marketing techniques are often ineffective in driving growth online. It has become evident that there is no one-size-fits all approach that works; the challenge is in the details and figuring out where to focus for your own company. Enter growth hacking, a term coined by Sean Ellis one of the first marketeers at DropBox. Digital has transformed the marketing landscape; in a connected world where digital experiences can rapidly become an epidemic, the best growth hacks will take advantage of these unique opportunities. Growth hacking was born out of startups, but it is something that every smart marketer should embrace.

Takeaways:

  • In an “if you’re not growing, you’re failing” world, marketing must be ever vigilant to the need to create brand interest
  • Old-school techniques are proving less effective in today’s start-up fueled economy and their tactics must be emulated
  • Growth hacking can be hit or miss so it is best to run multiple campaigns to find the ones that work quickly, and build upon their success

2:20 pm
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2:50 pm

Executive Exchange

Thought Leadership

Managing the Digital Presence

It is an unfortunately well known aspect of human nature that we are more likely to pay attention to negative commentary than we are to positive. In a pre-social world the opportunity to share those negative opinions was limited, but when those opinions are shared via social media they can impact millions. Marketing departments then need to help their organizations manage this messaging and a Social Media Monitoring Platform (SMMP) can be key to saving face and preserving online dignity.

Takeaways:

  • No matter how good a job you do or how consistently you do it, someone is going to be unhappy
  • Social media makes the potential impact global
  • An actively managed SMMP is essential to ensure brand integrity

2:55 pm
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3:25 pm

Executive Exchange

Executive Boardroom

Building and Maintaining Exceptional Brands

To survive and thrive in today’s hyper competitive marketplace, need to ensure that understand the evolution of the modern customer and the new brand dialogue required to engage them. To ensure that their companies are adjusting to this new customer-centric dynamic, marketers must facilitate connections with customers across multiple channels in a thoughtful and complimentary manner. With clear and consistent messaging across diverse channels, coupled with the ability to create consistent experiences, CMOs can help their organization’s build a valuable brand that puts them in a dominant market position.

Takeaways:

  • Discover the importance and relevance of a customer-centric brand and how brand and experience are intimately linked
  • See what branding innovations are being applied in the market place and the impact they are having on internal and external audiences
  • Find out how CMOs are convincing their CEOs about brand importance

Executive Boardroom

Understanding Marketing's Big Data Role

While Big Data has been a buzzword for years, for many organizations it has been a solution looking for a problem. Leading organizations are realizing that problem however is how to perform the micro-segmentation and laser focused personalization programs that make marketing campaigns so efficient and effective. Marketing departments therefore need to be taking a leading role when it comes to prospect and client data analytics programs in order to maximize the vale of these types of programs.

Takeaways:

  • Marketing can benefit from Big Data for more efficient campaigns
  • Marketing needs to ensure the collection of trustworthy client data
  • The issues of data ownership, stewardship, and analytical responsibility must be resolved before success can occur

3:30 pm
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4:00 pm

Executive Exchange

Executive Boardroom

Integrating Marketing Tools to Improve Performance

In this new technology driven, digital marketing directed world, Marketing departments are embracing tools at an unprecedented rate. While these technologies offer the promise of newfound capabilities the sheer volume and variety can create more problems than solutions when neither they nor their data are integrated. IT departments, with their longer history of dealing with technology solutions, have deep experience in addressing platform integration and smart CMOs will leverage the relationship they share with the CIO to benefit from that experience.

Takeaways:

  • While the technology solutions available offer value, lack of integration rapidly erodes it
  • The problem grows and grows exponentially as more tools are added
  • If the relationship hasn’t yet been built, CMOs must now embrace IT and the CIO

Executive Boardroom

Email Marketing Revamped

There has been much opining on the death of email marketing, yet a recent study has shown that greater than 90% of consumers continue to use email at least once a day while other statistics suggest sales derived from email marketing campaigns have quadrupled since 2009. While the “batch and blast” method of email marketing may have had its day, the increased availability of granular customer data is enabling savvy CMOs to run targeted micro-email marketing campaigns designed to deliver unique offers to selected individuals scaled to device, location, and even time of day. Marketers that wish to get, and stay, ahead of the competition cannot afford to abandon email as a channel simply because the nature of the game has gone through a subtle change.

Takeaways:

  • Learn how to engage with your subscribers and encourage dialogue
  • Restore email marketing’s place as a valuable tool for your business
  • Discover how to re-engage your email list and build trust with your users

4:05 pm
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4:35 pm

Executive Exchange

Think Tank

Going Glocal

With the combination of mobile computing opening new channels to more people, and social media allowing them to connect, our world has never been smaller and our access to global markets never been greater. To find optimal success in these global markets we need to tailor our efforts to respect local cultures while also drawing enough of the global culture into local market offerings. Building a glocalization program that creates a seamless fusion of these disparate cultural elements is essential to enhanced success both abroad and at home. 

Takeaways: 

  • Think globally, act locally is a mantra that has never been more relevant or accurate than it is today 
  • To be successful globally companies must respect local culture 
  • The reverse can be true in that global culture can yield local benefit

Think Tank

Improving CMO/CIO Partnerships

Marketing is no longer just about ad campaigns and tradeshow booths; it has become much more active with the advent and growth of digital marketing channels. This focus on digital channels however has made marketing a technology focused department and in many cases has brought it into direct conflict with the IT department and the CIO that runs it. CMOs and CIOs must learn to work in tandem; to each bring their unique capabilities to bear to deliver on the promise of digital marketing to the organization as a whole.

Takeaways:

  • CMOs and CIOs each have a role to play in digital marketing
  • For these initiatives to be successful these execs must work together
  • Relationships are built through mutual understanding and shared responsibility

4:40 pm
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5:20 pm

Executive Visions

Increasing the Value of your Digital Content

Everyone is familiar with the adage Content is King, and as recently as 2008 noted content marketing expert declared that content marketing [is] the only marketing left because consumers have become so good at filtering. But content marketing has been around, arguably, since the 1800s and clearly many organizations still havent gotten it right. To be efficient and effective, content marketers must be active (providing content regularly), diverse (using a variety of channels), and valuable (providing content that really is CONTENT and not just noise).

Takeaways:

  • TV, print, and even banner ads are becoming less and less useful as consumers become more adept at filtering and ignoring
  • Social and mobile are the technology trends driving content marketing so good strategies in these areas are essential
  • Content marketing equally beneficial for B2B and B2C initiatives

5:20 pm
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5:30 pm

Thank You Address and Closing Remarks

5:30 pm
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7:00 pm

Cocktails & Networking