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Forrester's Forum For Marketing Leaders

Beyond The Campaign: Deliver Real-Time Customer Value

Tuesday, May 13, 2014 - Wednesday, May 14, 2014London
  • Tuesday May 13

    • 08:00 AM - 09:00 AM

      Registration And Refreshments
    • 09:00 AM - 09:10 AM

      Beyond The Campaign: Deliver Real-Time Customer Value
    • 09:10 AM - 09:25 AM

      Customer-Obsessed Marketing: No Longer An Option

      Marketers have paid lip-service to targeting and one-to-one marketing for a long time. But consumers and business buyers have flipped the conversation from "Oh, they think they know me" to "They better know me, or I'll find someone who does." That change will challenge marketing leaders to adopt the things they only toyed and tested with before. In this kickoff to our Forum, David will:

      • Define the age of the customer and its relevance to marketers.
      • Address the imperatives that will drive marketing in this new business era.
      • Challenge you to address your customer in completely new ways.
    • 09:25 AM - 09:55 AM

      The Power Of Customer Context

      What you do today isn't enough to keep customers engaged in an ongoing cycle of interactions and insights. Technology helps, but you need to do the heavy lifting in your marketing strategy. To thrive in the interaction era, you must create a contextual marketing engine. This session:

      • Reviews contextual marketing case studies from McCormick & Co., Lancôme, and Mini.
      • Recommends steps to overcome roadblocks to a contextual marketing strategy.
      • Explores contextual marketing's consequences for marketers, agencies, and vendors.
    • 09:55 AM - 10:25 AM

      The Future Of Business Is Digital

      A digital revolution is under way, opening up new channels, new product ideas, and new delivery models. To compete, your firm must transform into a digital business and create new sources of customer value. With lessons from our latest research, a leading Forrester expert will start down the path to understanding digital mastery. In this webinar/speech you’ll learn why your company needs to transform and how to focus your digital investments to achieve maximum impact:

      • How today’s firms are already transforming into a digital business.
      • The dimensions of digital business that will impact your path forward.
      • Key strategies that will catalyze your digital transformation and maximize business impact.

    • 10:25 AM - 10:55 AM

      Platinum Keynote With Lithium: The Age Of Extreme Customer Expectations


      Forrester outlines the Age of the Customer, but they forgot to mention that this customer is demanding, impatient, skeptical and connected! This session will share the characteristics of "Extreme Expectations" and provide executives and marketers ideas on:

      • How to leverage digital and social strategies to survive this 'now' mentality.
      • Strategies to start with the customer needs, not the company's.
      • Clear examples of which brands are meeting, and exceeding, Extreme Expectations. 


    • 10:55 AM - 11:25 AM

      Morning Networking Break In The Solutions Showcase
    • 11:25 AM - 12:55 PM

      The Challenging Path Towards An Effective Customer Life-Cycle Management: A Banking Story
    • 11:55 AM - 12:25 PM

      Industry Keynote: Fireside Chat With L'Oreal
    • 12:25 PM - 01:40 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 01:40 PM - 02:25 PM

      Embedding Data Science Into The Customer Life Cycle

      The evolution of data science and advanced analytics now enables marketers to deliver contextually relevant customer experiences through every interaction. In this session, Jason will help Customer Insights Professionals understand:

      • How data science has evolved to guide insights from every customer interaction.
      • The advanced analytics methods that reveal valuable customer insights.
      • Applying advanced analytics to drive insight across the customer life cycle.
    • 01:40 PM - 02:25 PM

      Embrace Customer Life-Cycle Marketing

      The funnel is out, and the customer life cycle is in. Companies that don’t make the switch are going to be left in the dust. Marketers who want a competitive advantage must build relationships with their customers, which means understanding all of the interactions, behaviors, and decisions that make up an increasingly complex life cycle. In this session, you will:

      • Learn why the funnel doesn’t work for the modern marketer’s objectives.
      • Get familiar with the customer life cycle as the framework for success in the age of the customer.
      • Create a business case for making the switch to the customer life cycle.
    • 02:25 PM - 02:35 PM

    • 02:35 PM - 03:05 PM

      Guest Executive Forum With CallidusCloud: Building A Sales Enablement Discipline In A Global Organisation


      There is a lot of buzz and chatter around building a new Sales Enablement discipline and aligning sales and marketing as a powerful way to drive better sales performance. Few organizations have actually done it. Lisa Redekop talks about how she created Sales Enablement discipline at Thomson Reuters that increased productivity and effectiveness of their field force in the Finance and Risk Division. Lisa will share some of the practical approaches that worked and those that didn’t. 


    • 02:35 PM - 03:05 PM

      Guest Executive Forum With Marketo: Welcome to the "Marketing First" World


      Building durable relationships with customers, in a multi-channel world, is of critical importance to business. Today, businesses are taking a 'marketing first' view because their relationships with customers depend on it. And as enterprise software has evolved, so have new ways to engage customers. Leading that evolution is Marketo.  Join us to discover why, as the stewards of the customer relationship, marketers need their own technology platform. 


    • 03:05 PM - 03:35 PM

      Afternoon Networking Break In The Solutions Showcase
    • 03:35 PM - 04:20 PM

      Digital Foundations For A Post-Campaign Era

      In the post-campaign world, marketers need, more than ever, a system of record to keep pace with their customers’ digital journey and to recognize, understand, and engage with them on their terms. In this session, James will discuss how thinking about their online marketing suites in the right way can equip marketers for this new world. James will cover:

      • The evolving needs of today’s digital marketer.
      • The different components of an effective online marketing suite.
      • Online marketing suite adoption strategies.
    • 03:35 PM - 04:20 PM

      Delivering Real-Time Value On Mobile And Social

      From Twitter and Vine to Facebook or WhatsApp, lines between mobile and social touchpoints are blurring. In this session, Thomas will explore consumer behaviors at the intersection of mobile and social and elaborate on what it means for brands. He'll discuss:

      • What mobile and social convergence really means.
      • How marketers can benefit from it.
      • Best practices in engaging consumers at the crossroads of mobile and social.
    • 04:20 PM - 04:30 PM

    • 04:30 PM - 05:15 PM

      Myth Busting 101: Insights Into The B2B Buyer Journey

      The folklore of B2B marketing is loaded with fables, myths, and urban legends about today’s B2B buyer. Sure, meta trends represent dramatic changes in the averages, but it’s irresponsible to build your customer engagement strategy on aggregate trends. In this session, Peter will reveal a strategic framework you can use to drive buyer engagement, including:

      • What mix of traditional, social, and digital channels attract your target buyer.
      • How the sales/marketing handoff changes for different buyer archetypes.
      • How you can right-size your content strategy to accelerate your buyer’s journey.
    • 04:30 PM - 05:15 PM

      Deliver Utility Through A Needs Based Marketing Strategy

      How should marketers develop a strategy when faced with an endless array of touchpoints and diminishing consumer trust? Anthony will outline how to achieve long-term value through utility by pivoting your strategy around customers’ needs. Attendees will learn:

      • The business imperative to deliver utility in a climate of marketing mistrust.
      • The seven steps to a needs-based strategy.
      • How you should road-map to deliver benefit quickly.
    • 05:15 PM - 06:15 PM

      Evening Cocktail Reception In The Solutions Showcase
  • Wednesday May 14

    • 08:00 AM - 09:00 AM

      Registration And Refreshments
    • 08:35 AM - 08:55 AM

      Breakfast Session With Pegasystems: Long Live The Customer!

      The campaign is dead — hear how connected conversations drive both revenues and customer engagement by utilizing actionable analytics and omnichannel experience in a world where the customer is digitized and has all of the power.

      • Engage your customers and deliver on strategies that will ultimately maximize the impact on your bottom line.
      • Drive the omnichannel experience.
      • Focus on customer needs by balancing business strategies and IT policies.


    • 09:00 AM - 09:10 AM

      Beyond The Campaign: Deliver Real-Time Customer Value: Lessons Learned From The First Day
    • 09:10 AM - 09:40 AM

      Marketing Your Customers Can Use

      People crave useful interactions and they’ve grown agnostic about the source of that utility. Marketers who seize the opportunity to provide inherently useful experiences will embed their brand into customers’ daily lives. In this session, you’ll learn:

      • How to demonstrate your brand promise, rather than just talk about it.
      • How incorporating real-time data will increase the usefulness of all of your customer interactions.
      • What you must do in the short term to move your organization toward useful marketing experiences.
    • 09:40 AM - 10:10 AM

      Platinum Keynote With SDL: The Future of Customer Experience: From Buzzwords to Bottom Line

      Customer experience evolves in distinct directions, and leading brands are taking steps today to meet customers’ experience expectations tomorrow. Learn how customer experience practitioners can transform customer experience capabilities from point solutions to a continuous integrated brand relationship designed to attract customers, drive revenue, and create brand advocates.

    • 10:10 AM - 10:40 AM

      Morning Networking Break In The Solutions Showcase
    • 10:40 AM - 11:10 AM

      Industry Keynote with Dow Chemicals
    • 11:10 AM - 11:40 AM

      Guest Executive Forum With dotMailer : People Buy from People - How to Add Humanity Into Your Email Program


      In the increasingly digital world, there is no escaping the fact that consumers prefer to buy from brands that provide them with the best overall experience; the brands that go further than delivering on their promises and regularly surprise and delight customers. 

      Too often when we hear that phrase as marketers we start to look for the big surprises that we can deliver to customers, when in reality the small surprises are the ones that tend have the biggest impact. These small surprises come in many forms but can all be grouped under the notion of making digital interactions less sterile, warmer and more fun. In other words, these surprises all add a bit of humanity and personality back into the process. 

      This presentation will expand on this notion and show practical examples of how brands have done this across their email programs.


    • 11:40 AM - 12:10 PM

      The Great Debate: Evaluating The Pace Of Change
    • 12:10 PM - 12:20 PM

      Morning Closing Comments
    • 12:20 PM - 01:20 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 01:20 PM - 02:05 PM

      Customer Loyalty: It's All About What You Can Do For Your Customers

      Many companies try to back into customer loyalty by focusing entirely on rational benefits like points, offers, and discounts. Loyalty programs provide a mutually beneficial framework for collecting customer insight and rewarding customers. But customer loyalty extends beyond the rational and in some cases beyond what a loyalty program can even offer. In this session, we will examine:

      • What “loyalty” really means.
      • How companies can leverage programs to create value.
      • How companies can make customers feel valued.
    • 01:20 PM - 02:05 PM

      Boosting Customer Relationships With Content Marketing

      Businesses are finally responding to their customers’ clearly expressed desire for more useful content — to guide decisions, to understand the values that drive brands, and get more out of purchases. Ryan will share how leaders use content marketing to enhance relationships at each point of the customer life cycle, including how to:

      • Build your content marketing foundations on your brand’s values.
      • Apply content marketing using the Marketing RaDaR.
      • Use automation and analytics to increase value and momentum.
    • 02:05 PM - 02:15 PM

    • 02:15 PM - 03:00 PM

      Turning B2B Big Data Into Actionable Customer Insight

      Empowered buyers force B2B marketing to shift focus from selling products to knowing and serving customers. In this session, Laura will explore how leading B2B CMOs move their team from data managers to custodians of customer insight by leveraging buyer journey maps throughout the complex B2B purchase process. Laura will discuss:

      • What the B2B customer journey looks like and who participates in it.
      • How B2B CMOs build engagement scenarios that anticipate and intercept the path they take.
      • What the best practices for using B2B customer data to deliver these key insights are.
    • 02:15 PM - 03:00 PM

      Harnessing The Power Of Video Across The Customer Life Cycle

      Brands are increasingly integrating online video in their plans, but few have built a strategy that aligns video assets to the customer life cycle — supporting discovery, adding depth, and boosting engagement with smart use of video content. In his presentation, James will share the best practices that customer-obsessed brands are using to fully harness the power of video. In this session, we will explore:

      • How marketers use online video to support customers at each stage of the customer life cycle.
      • How to strike the right balance between reach, depth, and relationship with online video.
      • Which metrics to use to understand how effective your video assets are.