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Agenda: B2B Customer Engagement Directors Forum 11th May 2011

AGENDA

9:00	Registration and Coffee
9.30	Welcome: James Rapinac, Gallup Consulting, Steve Hurst, Customer Engagement Club
9:35	Keynote - B2B customers have feelings too
	How companies can shift from “price to advice” and build a sustainable competitive advantage in B2B markets Peter Flade - Senior Managing Partner, Gallup Consulting
10:15	Case study - CSC : Building engagement in large B2B accounts
	CSC’s journey of evolving a major global account relationship from a focus on satisfaction to client engagement Dorothea Gosling, Director, Marketing & Communications, CSC
11:00	Coffee
11:20	How the rules of B2B marketing are changing
	Richard Robinson reveals the three shifts for the 'New Digital Imperative for Marketing' leading brands and businesses to ensure a successful outcome and how social media and the use of video are playing their parts in changing the rules of B2B engagement. Robinson says business success is now centred on: understanding where your costumers are; delivering messages to the right point of the buying cycle; changing strategies to incorporate digital values as a main focus. The first shift is 'research to real time' insight. The second shift is 'creative to content'. The third and final shift is known as 'push and pull'. These three shifts will help deliver competitive advantage in the long term. B2B marketing is changing, and with this change, alterations must be made to stay in the game. Richard Robinson – Industry Head of B2B Marketing, Google
12:00	‘B2B Customer Engagement – Why Cross Channel Communication is the Key’
	Simon Cook from Interactive intelligence will examine how organisations in the B2B space can provide multiple ways for customers to easily communicate? Given that it’s never been more important to be transparent in communication with customers - providing multiple methods for customers to easily communicate directly with you is critical. Simon Cook, Regional Practice Manager EMEA, Interactive Intelligence
12:40	Lunch
13:40	Panel Debate: How Social Media can drive business performance and improve customer engagement
	Panel members: Peter Flade, Richard Robinson, Steve Hurst, Simon Cook, Parin Mody
14:40	Case study - Carbon Trust: ‘Driving B2B engagement and action in the networked age to solve one of the biggest challenges of our time'
	’'Realising the potential of offshore wind and marine energy is probably one of the biggest engineering challenges the world faces today and my case study gives a brief insight into how a multi-channel approach including Twitter, Linkedin, partnership and affinity marketing, face-to-face engagement and traditional media brought engineers from around the world excited and focussed on meeting this challenge.’ Simeen Kadi, Group Head of Marketing, Carbon Trust
15:20	Coffee
15:40	The hidden value of the marketing budget
	As B2B marketers are now tasked with being revenue contributors, they must overcome the challenge of tracking where the revenue comes from as they invest their budget across multiple marketing channels. In this session, Mody reveals how, using demand generation best practices and by monitoring digital behaviour, analytical data, and attribution models, marketers are now able to gather a level of marketing intelligence that shows channel-specific ROI. Parin Mody, Global Director, Business Development, mardevdm2
16:20	Case study, Metro Bank: How Metro Bank is placing customer service excellence at the heart of its B2B engagement strategy
	Metro Bank launched in the UK last summer with customer focus and service excellence at the very core of its business strategy. Chairman Anthony Thomson tells us how the bank is using customer commitment as a key competitive differentiator in a sector that is not universally known for putting its customers first
	Anthony Thomson, Chairman of Metro Bank
17:00	Forum Summary, Steve Hurst , Chairman followed by Networking & Drinks

	DIRECTIONS & HOTELS Free to attend for senior customer engagement and employee engagement professionals For speaking enquiries contact Steve Hurst steve@ictcomms.com and Chris Wood chris@ictcomms.com for all other matters Agenda subject to change and alteration for circumstances beyond the control of the organiser