Marketing Track

Reaching customers on multiple devices through multiple channels rarely means a single platform. As Scott Brinker’s Marketing Technology Supergraphic illustrates, myriad solutions are available both on-premise and in the cloud. With budget often the only pre-requisite to selecting a solution, and an imperative to use the best solutions for today’s business challenges, many organisations find themselves with their own complex landscape of solutions, owned both centrally and by business units. The marketing conference track draws on the experiences of those wrestling within organisations to develop better marketing solutions and campaigns.

The marketing conference track will be moderated by Lau Andreasen from J. Boye and is for those engaged in digital marketing, or those supporting it, who seek a platform that is the means to enabling marketing rather than an end in and of itself.

Thursday, Nov 9

8.00 – 9.00 Breakfast & Registration
9.00 – 9.15 Conference Opening

Beyond the hype – the critical trends that will define success in 2018

By Lau Andreasen

Based on discussions and deep conversations with members in Europe, the US and Canada, I’ll look beyond the buzzwords and the day-to-day tactics to identify some of the defining trends that set the leading organisations in our network apart from the rest – and will be critical for success in 2018
Lau AndreasenLau Andreasen (DK)
J. Boye
9.15 – 10.00 Keynote

On the 60th Anniversary of the First Municipal Computer

By Steven Pemberton

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In the immediate period after the Second World War there was a flurry of research across the world designing electronic computers. A milestone was reached in 1957 when for the first time, a computer was installed in the accounting department of a municipality.
And yet within ten short years of that event, there was talk of an international software crisis: projects being unmanageable, running over-budget, over-time, or not even being completed; delivered software not meeting requirements, being slow, low quality, hard to maintain.
Has this changed much in the intervening 50 years? Alas no: there are still continual reports of failing projects. For example, two years ago in the UK, a £10M project with 70 people working on it failed disastrously: what it produced was too slow, and too expensive to use. But with this project something surprising happened: one man, using a completely different approach, restarted the project from scratch and successfully took it to completion, working alone.
What have we been doing wrong, and what enabled him to be so successful?
Conference keynote speaker Steve PembertonSteven Pemberton (NL)
W3C and CWI
10.00 – 10.30 Coffee, tea & networking
10.30 – 12.00 Track: Marketing

Measuring your marketing impact

By Søren Borg

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Marketing is at its core all about customer experience and ROI.
In SAS Marketing we decided to be data driven in almost everything we do. We aspire to improve decision making, Increase ROI and drive Innovation and Customer Experience by being a data driven business.

I will present how we in SAS transformed our marketing organization to be an analytical and data driven business.

Conference speaker Søren BorgSøren Borg (DK)
SAS
12.00 – 13.00 Lunch
13.00 – 13.45 Track: Marketing

Your employees are your biggest marketing assets. Help them become your brand’s ambassadors

By Christina Rahtgens

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Employee advocacy has been one of the most trendy buzzwords over the past few years. Despite its growing popularity, a majority of companies have yet to truly activate employees. Although the concept of employee advocacy has been around for decades in various forms, the internet and social media have revolutionized it and added new possibilities. With all these changes, brands have to rethink the way they approach employee advocacy.

At its core, employee advocacy is the promotion of an organization by its staff members. Christina Rahtgens shares her experiences in preparing content for the most easy use by a company’s employees as well as introducing LinkedIn Sales Navigator as a tool for the professional and systematic use of Social Listening and Social Selling – the more sales oriented side of employee advocacy.

Why would you pass on establishing your most powerful as well as most loyal marketing and sales force? The session shows the how to, the pittfalls and some valueable tools.

Conference speaker Christina RahtgensChristina Rahtgens (DE)
Axel Springer
14.00 – 15.00 Roundtables

Reflections, new perspectives and discussions

Come join 2 x 25 minutes of informal roundtable discussions on topics like GDPR, leading digital teams, video and much more

15.00 – 15.30 Coffee, tea & networking
15.30 – 16.30 Track: Marketing

Case: Maersk’s new strategy on how to strengthen relevance with key stakeholders

By Thomas Tom Thomas

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From building a community of millions of followers, to delivering great storytelling, A.P. Moller Maersk has been a leader on social media in the B2B segment for years.

Learn how Maersk is creating business by a focused strategy of engaging its high level stakeholders thru data, content, and dialogue on social media.

Conference Speaker Thomas Tom ThomasThomas Tom Thomas (DK)
Maersk
16.45 – 17.30 Debate

Town Hall Debate

Join expert panelists in an engaging, fast-paced debate on key issues for 2017 and beyond.

2 conference participants will go pro and con for 2 minutes each on a series of important questions in the community, and we invite you to join in. Audience members will be invited to provide 2-minute rebuttals.

Do you have an opinion? Do you want to learn about hot topics with a minimum of hot air?

18.30 – 23.00 Social Event

Social event at Memphis Roadhouse