We are approaching the summit
This year we have another packed agenda. The morning sees two sessions covering current
hot topics from a variety of angles. Our first session this year focuses on the dawn of the demand
centre and how it will fundamentally change the way all of us approach demand generation. Then, we'll examine the role of brand. Is it a luxury we can no longer afford or can it tangibly boost the
ROI of your demand generation activity?
After lunch, our keynote presentation features Lisa Hutt, Senior Director of Marketing Programmes for Salesforce.com in EMEA. Lisa will show how she is able to accurately forecast future leads, pipeline and revenue an unbelievable four quarters in advance. (If that alone isn't worth a day of your time, we don't know what is.)
Interspersed throughout the day will be a choice of interactive workshops. There are six to choose from and time to take part in just three. This could be the toughest decision you take this year.
Learn more about the sessions and keynote
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Panel sessions and keynote
The dawn of the demand centre
The means by which we generate demand are changing. So how should organisations adapt? What’s the right structure? What should you centralise and what’s best done in local markets? And what technologies and processes are required to make it work? John Neeson, Managing Director and Co-Founder of Sirius Decisions, joins us from the US to present his vision of the demand centre to a panel of senior European technology marketers.
Brand or demand? Brand and demand
Is brand dead? Or is it fundamental to generating demand? If you shift budget away from brand building and into demand generation, will you really see any negative effects? And can demand generation itself build brands and generate value over and above pure sales? Learn how leading companies like IBM and Sage are bringing brand and demand together and see how they’re reaping the benefits.
Show me the numbers
Lisa Hutt, Senior Director of Marketing Programmes for Salesforce.com in EMEA, will share how she analyses campaign performance across the region. By doing this she can accurately forecast future leads, pipeline and revenue for the next four quarters. The result? Sales are more on board than ever before and her metrics have become fundamental to sales and marketing alignment across the business.
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See the full list of workshops
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Workshops
1. Working with the channel: We’re in this together
Many technology marketers drive demand through the channel. In this workshop, Steven Elliott from Banner will invite VMware’s Benjamin Caller and Linda Patterson from Avnet to share their best practices for marketing to and through the channel. What makes a good product launch? How can you effectively tool up the channel? And what does the channel really want from vendors?
2. Marketing for the complex sale: We know where you live
Sometimes, there may be a limited number of buyers for your product. In fact, you may know them all by name. How do you go about marketing to these large companies and complex decision making units? MarketOne’s Enrico Brosio and Andrew Court, Senior Director, Industry and Key Account Marketing at Oracle, will lead this workshop looking at best practice for mapping the decision-making unit and reaching out to different stakeholders. You’ll discover if there is more to account-based marketing than a brochure and a golf day.
3. Effective lead nurturing: Time is on your side (yes it is)
B2B sales can take time. They often involve multiple touches and an evolving message. There’s lots of talk about nurturing programmes, but who out there is actually doing this and has results to show? What content works best to keep your early-stage prospects warm and willing to hear more from you? And how can you identify when they’re moving into a later stage of the buying cycle?
4. Generating demand from existing customers: Birds in the hand
We spend a lot of time and resources trying to fill the top of the funnel with new leads, but too many companies spend relatively little time trying to cross- and up-sell to existing customers. In times like these, shouldn’t this be a priority? We’ll look at a case study of where a company has segmented its database to effectively target offers and messages to its installed base.
5. Making the most of social channels: Community relations
With or without our help, communities of interest are forming around categories and products – and even our brands. How much control or influence should we seek to have over these communities? Should we try to build them ourselves, or take advantage of the numerous social channels already out there? How can we help our prospects find them so that advocates can influence potential buyers?
6. Maximising return on your website
Your website is the online window to your business. How do you maximise the return on this crucial investment? And what are the best ways to convert visitors into revenue? In this workshop we’ll discuss how your search engine marketing activity can help drive the right traffic to your website, how you can encourage visitors to engage with your content when they get there, and explain what can you do to continue a sales conversation with those visitors who abandon your site without answering a call to action or completing a form.
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Speakers
John Neeson
Managing Director and Co-Founder, SiriusDecisions
John is an industry thought leader with more than 20 years experience covering marketing, product development, sales management, communications and general management. Prior to founding SiriusDecisions, John was Chief Executive Officer of Skila and spent 12 years at Gartner Group as a member of the senior management team. He has also served as a board member for Jupiter Communications, a board advisor to ICSA Security and is the founder of ExecutiveEdge magazine.
Tim Shorrocks
Director, EMEA Marketing Services, Cisco
Tim has responsibility for Cisco’s Demand Generation activity across the EMEA region. Programmes cover campaign execution, eMarketing, telemarketing, database marketing and interactive. Previously, he was Director of Strategy and Marketing for Cisco in the UK and Ireland. And before Cisco, Tim worked at McKinsey & Co, IBM Global Services, Carlson Marketing Group and Peppers & Rogers Group.
Tim Lennard
VP Marketing Operations EMEA, CA
Tim is responsible for Marketing Operations in EMEA at CA including planning/measurement-resourcing-systems, tools and processes. His focus is squarely on business development where he’s gained real world insights from both the sales (direct and channel) and marketing functions. Prior to CA, Tim worked with leading organisations including PWC, Digital Equipment Corporation, SAP, JDEdwards and Microsoft.
Kate Pennell
Brand and Communications Manager, IBM UK and Ireland
Kate is the UK brand leader at IBM. She’s responsible for the strategy that ensures IBM is a great company and therefore a great brand. She is also responsible for IBM UK’s advertising, PR, web and customer centres. Prior to this, Kate was head of marketing in the UK at PwCC. And after starting her career in PR, she has held a variety of marketing roles – largely in the IT space.
Dr Louise Beaumont
Interim Global Portfolio Director, Logica
Louise works with clients to focus, integrate and accelerate their business development. She has worked widely across the ICT, life science and public sectors – from re-positioning enterprises in the marketplace to shaping winning propositions for large outsourcing deals to building effective operating models. Louise held senior business development positions in Capgemini, Siemens and Unisys, before founding Vector in 2007, where she is currently Interim Global Portfolio Director at Logica.
Carl Robertson
Chief Marketing Officer, Colt
Carl has ultimate responsibility for all of Colt’s marketing. Since joining in 2007, he has established the company as a leading provider of advanced ICT services across Europe. This has included transforming the partner community and developing a new digital channel to market. Prior to Colt, Carl held senior sales and marketing positions at leading companies including Orange and Equant.
Lisa Hutt
EMEA Programmes Director, Salesforce
Lisa manages the regional and pan-EMEA marketing teams responsible for delivering integrated demand generation programmes at Salesforce.com. They create outstanding results using tactical and strategic campaigns covering awareness, lead generation, pipeline maturation and customer success. Lisa is an advocate of global marketing and sales alignment, closed-loop lead management and influencer marketing. Her background in marketing communications includes organisations such as Dell, Intel, Epson and Sybase.
Benjamin Caller
EMEA Partner Marketing Director, VMware
Benjamin has over ten years international marketing experience working with major software and hardware vendors. At VMware, he has full responsibility for helping the partner organisation reach their revenue goals. Activity covers partner marketing programmes to distributors, channel partners, system integrators and alliance partners. Prior to VMWare, Benjamin held marketing roles with a number of tier one technology companies including Avaya, Compaq and Lotus.
Linda Patterson
Marketing Director, Avnet Technology Solutions UK
Linda is responsible for both internal and external communications at Avnet. She knows what it takes to manage an evolving brand – over the last two years she has integrated four acquired organisations (Access Distribution, Magirus EID, Acal IT and Horizon) into the Avnet brand. Prior to Avnet, her marketing experience extends to almost 20 years within the IT and telecom industries working for companies such as Alcatel and NextiraOne.
Andrew Court
Senior Director, Industry and Key Account Marketing, Oracle
Andrew runs Oracle’s industry and account-based marketing team in EMEA, as well as their global account-based marketing programme office. With 71 strategic accounts in EMEA, Andrew and his team are responsible for all one-to-one and one-to-many marketing activities across Oracle's larger industries – including financial services and communications. Prior to joining Oracle, Andrew held various industry marketing and sales consulting roles in European IT companies.
Jane Robinson
EMEA Senior Marketing Services Specialist, VMware
Jane manages the regional and pan-EMEA marketing services operation for VMware, delivering programmes to support the regional pipeline and net new acquisition targets. VMware uses Eloqua for campaign management and Jane has been core to its evangelism and innovation within the company, taking their demand generation campaigns to the next level. She has worked in the IT industry for 15 years and has a background in product management and marketing operations.
Matthew Wallis
SVP of Sales & Professional Services – EMEA, Quark
Matthew oversees all sales and services responsibilities for Quark across Europe and Africa. His career of more than 20 years spans both major corporations, such as Hewlett-Packard and Motorola, and startups such as Blue Order and Artesia Technologies. His focus has been on the development of sales and service organisations covering a broad range of vertical markets.
Wendy Tarr
Digital Media Marketing Manager, Software Group Demand Programs - IBM
Wendy is responsible for digital media marketing across IBM's UKI software group programs, incorporating virtual events, 3rd party digital media campaigns, social media and search engine marketing. Wendy has worked for IBM for 10 years in both sales and marketing within IBM's Financial Services, Midmarket and now Software organisations. She has been responsible for selling and marketing across IBM's portfolio of hardware, software and services, and is particularly interested in leveraging social computing and digital media to build relationships with customers, and demonstrate ROI to the business.
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Agenda
- 09:00-09:30 – Welcome and introductions
- 09:30-10:10 – The dawn of the demand centre
- 10:10-11:10 – Workshops 1, 2, 3, 4
- 11:10-11:40 – Networking and BlackBerry break
- 11:40-12:30 – Brand or demand? Brand and demand
- 12:30-13:30 – Lunch
- 13:30-14:10 – Keynote – Show me the numbers
- 14:10-15:10 – Workshops 1, 2, 5, 6
- 15:10-15:40 – Networking and BlackBerry break
- 15:40-16:40 – Workshops 3, 4, 5, 6
- 16:40-17:10 – Wrap up and close
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Venue Information:
The Demand Generation Summit 2010 will take place at the British Library on Thursday 15th April, 2010.
Address:
The British Library
96 Euston Road
London
NW1 2DB
Tel: 0870 444 1500
Web: www.bl.uk
Map
The nearest station is Kings Cross.
About the British Library
The British Library is not only the national library of the United Kingdom but also one of the world’s greatest academic institutions. Opened in 1998, the library is now hailed as a great triumph of design and technology and is a showcase for British art, sculpture and tapestry as well as a great repository of library materials.
Next to St Pancras international with the new Eurostar terminal and within easy walking distance of Euston, King’s Cross railway stations and six tube lines, the British Library is at the centre of the UK and European transportation network.
The British Library’s state of the art Conference Centre has its own private entrance from the Piazza and offers exceptional facilities for our event including a purpose built auditorium.
The foyer and bar area with their seating nooks offer an ideal location to break out and enjoy discussions with your peers.
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