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Forrester's Forum For Marketing Leaders

Connect | Engage | Deliver

Wednesday, April 29, 2015 - Thursday, April 30, 2015London

Track Description

A unique opportunity to hear from a Forrester analyst in a smaller setting and gain valuable, objective, and realistic advice on how to succeed in the age of the customer.

Track Description

These sessions will feature an informal discussion between an industry leader and a Forrester analysts. Join us to hear real-world examples of lessons learned while connecting, engaging, and delivering in the age of the customer.

Track Description

Each of these industry panels will feature a variety of industry leaders who will be asked targeted questions about their experiences with customers and will share their success stories.
  • Wednesday April 29

    • 08:30 AM - 09:30 AM

      Registration And Refreshments
    • 09:30 AM - 09:40 AM

      Connect, Engage, Deliver: Day One Opening Remarks
    • 09:40 AM - 10:10 AM

      Will People Really Do That?

      Fasten your seat belts, it’s going to be a bumpy couple of years. True, your customer has just been through anunprecedented digital expansion of their technology-enabled abilities, but you -- and they -- ain’t seen nothin’ yet. Your customer will be considering adopting robots, driverless cars, all-body network technology, voice-control interfaces, and you as a marketer will have to decide what role you will play in these devices as they roll out. In this session, James will describe:

      • Why people will adopt more technologies even more rapidly than you think.
      • How to envision the customer relationship these devices will build -- for you or your competitor.
      • What customers will do with these devices that will alter how marketers reach them.
    • 10:10 AM - 10:30 AM

      Differentiating Through Digital Experiences The Nespresso Approach

      Luca Paderni talks to Cyril Lamblard about omnichannel delivery, digital touchpoints and customer journey mapping.

    • 10:30 AM - 11:00 AM

      Platinum Keynote With Gigya: Identity Fuels Your Customer Journey

      We can all agree that the customer journey is mission critical to our success. But how do you make that experience as customised as possible? Long considered to be just the management of user IDs and passwords, customer identity management is quickly becoming the most important tool in the marketer's arsenal. In this session we'll discuss:

      • What Customer Identity Management is
      • How identity management is being done today and how it's d​​different from DMPs and MDMs
      • How identity ties into your marketing technologies and fuels your marketing initiatives

       

    • 11:00 AM - 11:40 AM

      Morning Networking Break
    • 11:40 AM - 12:10 PM

      Kick-Start Your Digital Business Transformation

      Digital disruptors are tearing up the rule books, and no industry is immune. The key question is no longer if something should be done — it’s what should be done and, critically, how should you transform? For most firms, digital business transformation is a multiyear, multidimensional challenge. Traditional wisdom encourages firms to approach such a wholesale change as a big-bang transformation program, but the reality is that too many of these large-scale change programs fail. It’s time to champion a new tactic — one that delivers an adaptable, iterative approach to transformational change that can flex to accommodate the ever-moving customer and competitive landscape. In this session, you will learn:

      • How you can develop and communicate an effective digital strategy.
      • How to approach digital transformation.
      • How to place digital innovation at the heart of your strategy.

    • 11:40 AM - 12:10 PM

      The Right Way To Optimize Your Social Marketing

      Western European marketers will spend more than 3 billion Euros on social media in 2015 — but many of them still struggle to find value. The reason? They're optimizing for the wrong metrics. In this session, marketing leaders will learn:

      • Why engagement metrics can't define social success.
      • The right way to measure business value from your social programs.
      • How to effectively optimize your social marketing programs.

    • 11:40 AM - 12:10 PM

      Test And Learn Your Way To Your Omnichannel And International Markets Strategy

      In this fireside chat with Kelly Kowal, Global Growth Director at FarFetch - a disruptive force in eCommerce internationally - will share with the audience how their marketing team went about crafting their international expansion and omnichannel strategies, by using a blend of customer obsession, big data and an appetite for experimentation.

      Interviewed by: Thomas Husson, Vice President, Principal Analyst, Forrester Research

    • 12:10 PM - 12:15 PM

      Intermission
    • 12:15 PM - 12:45 PM

      Innovation Requires Matchmaking

      The nature of innovation is changing. Digital disruptors are delivering new products and services by connecting a seemingly disparate network of firms and technologies. Incumbents are responding by setting up venture funds and incubators to involve startups and external developers in their innovation efforts. These ecosystems have injected a new speed into innovation, but it’s difficult to navigate them effectively. This session will explain:

      • How you can map your innovation ecosystem.
      • What makes an innovation match made in heaven.
      • Why innovation ecosystems require a new mindset.

    • 12:15 PM - 12:45 PM

      The Digitally-Enhanced Customer Experience

      Changing demographics and the increased availability of technological solutions is driving a fundamental paradigm shift in consumer expectations. Companies now have the opportunity to leverage digital innovation in a variety of ways to create unique, personalised experiences that ultimately drive customer engagement and loyalty. In this session, you will: 

      • Engage in a deep-dive discussion on Harris + Hoole as case study.
      • Hear about the approach to digital customer experience projects.
      • Discuss potential technologies to consider.
      • Understand lessons learned and recommendations.

    • 12:15 PM - 12:45 PM

      Go Beyond Guesswork: Relevant Content Requires Editorial, Contextual and Experiential Analysis

      Marketing leaders must get systematic in how they gather and apply insights about their customers to drive the development of valuable content, and in how they measure interactions with their content, in order to improve future interactions. This session provides marketers with best practices in the virtuous cycle of:

      • Data in: how to extract insights about customer attitudes and interests.
      • Data out: how to measure interactions to inform future content strategy.
      • The structural and technological requirements to manage the process.
    • 12:45 PM - 12:50 PM

      Intermission
    • 12:50 PM - 01:20 PM

      Guest Executive Forum With Marketo: Transform Your Marketing

       

      Marketing is undergoing a dramatic transformation and taking on a more dominant role in business growth, a role that demands less focus on the next transaction and more on strengthening relationships with the customer. Marketers must also drive customer acquisition, awareness, and cultivate ongoing relationships while driving deeply personal engagement.

      • Marketers must build real personal relationships with individuals that last, all through Engagement Marketing
      • The future is in delivering a customer journey customers want
      • How can marketers provide marketing that fits into the context of each person’s life/day

       

    • 12:50 PM - 01:20 PM

      Guest Executive Forum With Oracle: The Journey To Modern Marketing

      Today’s modern marketers are part of an exciting industry transformation. Technology has advanced the way marketers reach out and engage with potential buyers. As marketing evolved from catchy jingles and clever slogans to the digital age where metrics and measurement are prioritized, the concept of the modern marketer has arrived. But what is modern marketing? Join this presentation to learn how we started our journey and the challenges we faced on the way.

    • 01:20 PM - 02:20 PM

      Networking Lunch
    • 01:45 PM - 01:55 PM

      Theater Presentation With Webtrends : Using Data To Personalise The Customer Experience.

      Research earlier this year quoted that “Consumers will reward companies for an authentic omni-channel experience with loyalty, an increased share of wallet and brand advocacy across all media channels.” Whilst this predominantly applies to retailers and omni-channel is still out of reach for many, having a more unique and personal approach to your consumers is vital to stay ahead. But with so much data available the challenge is to understand what data can be utilised to drive tailored engagement. During this workshop we will use a real life case study to explain how a well-known Airline brand is engaging with their consumers on a one-to-one basis at the time of interest, and seeing dramatic results.

    • 01:55 PM - 02:05 PM

      Theater Presentation With Falcon Social : How To Inspire Employee Advocacy

      Employees are the the most valuable asset of any organization. Because of their passion for the problems they solve, the products they develop, or the customers they serve, they are your best brand ambassadors. Discover how you can develop programs to empower your workforce in sharing branded content on their social channels.

    • 02:05 PM - 02:15 PM

      Theater Presentation With StoryStream : The Power Of User Generated Content (UGC): Creating A More Relevant And Authentic Experience By Making Customers Part Of Your Brand Story

       

      Every brand is faced with the challenge of keeping customers engaged with entertaining, useful and relevant content.  User generated content represents a hugely powerful and under-utilised source of content that presents a new way to build a more authentic and trusted customer experience.

      In this session we will be looking at what makes UGC so powerful, the trends marketers face in creating more social websites and role of UGC. We will also consider the ROI of UGC and examine a number of case studies where leading brands such as Porsche, Boots, Rolls-Royce and Unilever have benefited from creating a UGC led experience.

       

    • 02:20 PM - 02:50 PM

      Making Contextual Marketing Happen

      To meet ever-increasing customer expectations, successful marketers must leverage real-time analytics and insights to orchestrate contextually relevant interactions. On their own, traditional marketing campaigns are ineffective. The challenge is to align highly personalized outbound communications with customer-driven inbound interactions throughout the customer life cycle. In this presentation, we will:

      • Explore contextual marketing requirements and enablers.
      • Address barriers that prevent contextual marketing evolution.
      • Share case studies of successful contextual marketing engines.
    • 02:20 PM - 02:50 PM

      No Ordinary Bank

       

      We are going to experience an important rebalancing of the market share and a new symmetry of the relationship between the bank and the client over the next ten years. The financial institutions are called to be more and more reactive and ready to intercept the needs and the new behavior of the client, leveraging digital frameworks and advisory formats with innovative content and distribution modality. In this interview, we will explore:

      • How the process can become the product, leveraging the users involvement.
      • How to go from a transactional bank to an informational bank.

       

    • 02:50 PM - 02:55 PM

      Intermission
    • 02:55 PM - 03:25 PM

      Connected Marketing Planning At adidas

      A plan that delivers visibility & meaning will drive influence. In this session you will learn how adidas is re-thinking consumer centric marketing planning with the goal to create strong powerful influence that inspires and drives consumers into action.

       *   What the top 3 changes are that we as marketers need to take into consideration today.
       *   What connected marketing planning mean to adidas and what the value is to consumers.
       *   How adidas is going to enable connected planning.

      Interviewed by: Alicia Arnold, Principal Consultant, Forrester Research

    • 02:55 PM - 03:25 PM

      The Future Of Agency and Brand Relationship

      The panel would cover:

      • What value agencies can bring to brands in the age of the customer?
      • Can brands still be relevant without the help of an agency?
      • Are brands splitting the responsibility for creative and the execution aspects of their programs to different partners/teams?

    • 03:25 PM - 04:05 PM

      Afternoon Networking Break
    • 04:05 PM - 04:25 PM

      How Do People Really Choose?

      Admit it. You fear that your over-reliance on technology is dulling your acuity and maybe even making you less affable. But is technology really changing how we think? Or more importantly to marketers, is it changing how we make purchase decisions? Marketers believe in a highly structured, data-driven, and increasingly measurable future. But even in an increasingly automated world, emotion and irrationality influence — and sometimes overpower — logical decision-making. In this session, you will learn:

      • How technology has tipped the balance between logic and emotion in decision-making.
      • The fundamentals of marketing and competitive positioning that should change in order to accommodate how people think today.
      • How to tune in to — and influence — your customers’ decision-making processes.
    • 04:25 PM - 04:45 PM

      Maximizing Brand Experience With People And Technology

      In the age of the customer, brands cannot rely on a single touch-point to fully satisfy their customer's needs. Customer obsessed brands must consistently deliver on their brand promise  along the whole customer life-cycle or face disruption and this trend will only continue to intensify. In this session, Chris Popple will:

      • Outline his vision of changing trends in technology and behaviour and share how this has led to a new approach to optimising the brand experience RBS provides to its customers. 
      • Explain how the evolution of their customer experience has been driven not just by technology but - crucially - by the proactive involvement of their people.

    • 04:45 PM - 05:05 PM

      Understand, Focus And Innovate: Essential Brand Practice In A Digital Age

      In a world of digital disruption, where peoples senses are bombarded with 11 bits of data every second, what does it take to build brands that will cut through the clutter and truly connect with audiences?  In the last year BBC Worldwide has launched three new consumer brands internationally: BBC First, BBC Brit and BBC Earth that focus on the BBC’s content strengths of premium drama, factual entertainment and factual programming for which it has a global reputation. Tom Lucas, Director of Branded Services and Digital Marketing will share how BBC Worldwide's portfolio of brands has been developed and grown using consumer insight to discover the universal ideas that connect our audiences globally and how these ideas have been fused with local knowledge to ensure that the brands are able to form meaningful connections  with audiences on a local level.

    • 05:05 PM - 05:15 PM

      Day One Wrap-Up
    • 05:15 PM - 06:15 PM

      Networking Drinks Reception Sponsored By Synthesio
  • Thursday April 30

    • 08:30 AM - 09:30 AM

      Registration And Refreshments
    • 09:00 AM - 09:20 AM

      Breakfast Session With Corporate Visions: Breaking The Status Quo
    • 09:30 AM - 09:40 AM

      Connect, Engage, Deliver: Welcome Back
    • 09:40 AM - 10:00 AM

      Where Will People See You?

      In a world where consumers increasingly control the time, source, and device of their video entertainment choice, many marketers now struggle to get their messages through. And it's only going to get worse. Spending non digital video will grow 20% annually over the next five years, as marketers try to keep pace with increasingly fragmenting consumers’ video viewing habits. In this session, Jim will explore how marketers can finally leave behind the habits born of a TV-centric planning mindset and recapture this elusive consumer. You will learn:

      • The breadth of video advertising opportunities available today and in the future.
      • How to weigh attention, engagement, and viewability when comparing TV, video-on-demand (VOD), online, and mobile opportunities.
      • New planning approaches that use big data to achieve mass audience scale through niche buying strategies.
    • 10:00 AM - 10:30 AM

      Platinum Keynote With Tahzoo: Taking Care of Business: Moving Customer Experience From Tagline To Business Reality

      The C- suite knows that customer experience (CX) matters.  It’s no longer a question of its value as a strategic objective or its importance as a competitive differentiator in a world of constant disruption and innovation.  What most Fortune 500 companies are struggling with is how to operationalize CX into their organization and how to get started.  In this presentation, Brad Heidemann, CEO of Tahzoo, one of the world’s leading independent customer experience agencies, will talk about what works and what pitfalls to look out for when implementing your customer experience initiatives, including simple steps to increase immediate value and business results delivered back to the company.

    • 10:30 AM - 11:10 AM

      Morning Networking Break
    • 11:10 AM - 11:40 AM

      Your Role In Creating B2B Lifetime Customer Engagement

      As business buying goes digital, the role of marketing and sales has grown from promoting products and closing deals to creating lifelong relationships. To better serve digitally empowered buyers, however, B2B marketing leaders need to focus on creating engaging experiences that build loyalty and wallet share at every stage in the buyer's life cycle. In this session, you will learn:

      • Why it is essential to activate lifelong engagement with accounts and buyers.
      • How to leverage post-sale communication to increase retention and upsell.
      • What marketing and sales must do together to better serve customers across their life cycle.

    • 11:10 AM - 11:40 AM

      Continuous Optimization: The Intelligent Way To Maximize Every Engagement Opportunity

      When it comes to engaging with brands, customers have high expectations. To compete, brands need to be ready to deliver the best possible experience wherever and whenever customers interact. We can only do this when we take every opportunity to learn from every engagement and apply those lessons to every other interaction. In this session, you will learn:

      • How to leverage customer insights to continually optimize customer engagement.
      • How to use the digital analytics framework.
      • How to optimize customer engagements across interactive channels and the customer life cycle.

    • 11:10 AM - 11:40 AM

      Digital Innovation In Financial Services

      High margins, underserved customers, and accumulated inefficiencies have made retail financial services a target for disruptive innovators. Digital technology and empowered consumers have given new power to their punch. Dozens of digital disruptors are offering consumers cheaper, better, or entirely new ways to manage their financial lives.Executives at incumbent firms must respond if they wish to remain profitable and stay relevant to a broad range of customers. This panel will discuss how to use digital technologies to create new value for customers and how to overcome the barriers to successful innovation, with a particular focus on:• Culture. How can you establish and maintain an innovative culture within an organization?

       

      • Organization. Is there are right organizational structure for innovation?
      • Process. How can you identify and execute the most promising ideas?
      • Technology. Are there ways to overcome legacy technology barriers?
      • Ecosystems. Can partnerships with design agencies, systems integrators, startups and even competitors help? 

       

    • 11:40 AM - 11:45 AM

      Intermission
    • 11:45 AM - 12:15 PM

      Guest Executive Forum With dotmailer: Attribution That Works for You

      With the explosive increase in the number of marketing channels, knowing how to best allocate your spending is more important than ever. Added to that the rise of digital and direct response channels, it’s seemingly easier than ever to track and measure customer response to your marketing - therein lies the rub. Marketing attribution has evolved from guesswork and spin to one of the best examples of a big data problem.

      After this presentation you may find that half of your marketing is wasted but you’ll at least have a way to determine which half and what to do about it.  In this session Skip, will challenge the conventional wisdom about attribution modelling and present a framework that;

      • is customer focused
      • is easy for everybody, both in the marketing team and around the business, to understand
      • can be used for day-to-day tactical decision-making as well as annual budgeting

    • 11:45 PM - 12:15 PM

      Guest Executive Forum With Prodigious: Unleash The Power Of Content

      Content has proven to be one of the most powerful marketing tools in this new media landscape. Yet to truly unleash its potential, brands need to consider a new set of rules. This sessions will help CMOs fine tune their content strategy by exploring:  

      • How to leverage owned and earned media to reduce your dependence on paid advertising? 
      • How to create content that delivers value and significance to your consumers? 
      • How to move beyond buzz seeking campaigns and build a content strategy that drives sustainable consumer engagement? 

       

    • 12:15 PM - 12:20 PM

      Intermission
    • 12:20 PM - 12:50 PM

      Planning Television For The Elusive Multiscreen Consumer

      European consumers spend increasing amounts of time each month watching video — including TV — online. Marketing leaders will need to plan and buy media differently to reconcile audiences that are increasingly fragmented across time, devices, and video sources. In this session, Samantha will explore how marketers can leave behind the habits born out of a TV-centric planning mindset and recapture this elusive consumer. In this session, you will learn:

      • What video advertising opportunities are available today, and what will they look like in the future.
      • How new data-driven planning approaches will affect media planning.
      • How to use these planning approaches to turn fragmentation into an opportunity.

    • 12:20 PM - 12:50 PM

      Met Office: Creating A Digital Knowledge Centre

       Luca Paderni chats to Simon Swan about: 

      • Driving content as a USP for the brand.
      • Differentiating the proposition in a crowded market place.
      • How to monitor and measure performance across digital tactics.
      Interviewed by Luca Paderni, Vice Principal, Principal Analyst, Forrester Research

    • 12:20 PM - 12:50 PM

      Beyond Publish And Pray: Making Content Marketing Pay

      Marketers have adopted content marketing en masse — and as a result, we've flooded our channels. With improved search algorithms and social media networks trimming organic reach, the competition for audience is fierce and ROI increasingly elusive. Marketers must fold their content marketing into a strategic system of promotion and delivery to cut through the noise. This panel will help you:

      • Define the right role for content marketing in your marketing mix.
      • Craft the right mix of owned, earned, and paid channels.
      • Develop a targeted and effective influencer strategy.
    • 12:50 PM - 01:50 PM

      Networking Lunch
    • 01:50 PM - 02:10 PM

      How Will People Trust You?

      Smartphones and connected objects enable marketing leaders to collect contextual data on their customers and the world around them. However, privacy concerns are growing and the personal data regulatory environment in Europe is evolving and complex. To build trust and credibility with your customers, you must apply the rules of contextual privacy to differentiate your mobile experiences. In this session, you will learn:

      • How mobile contextual data can help marketing leaders improve their marketing across all channels.
      • How mobile privacy differs from privacy on other channels in various European countries.
      • Lessons from advanced players to build trust with consumers.
    • 02:10 PM - 02:30 PM

      Eurostar: The New Competition – Meeting The Digital Expectation

      Luca Paderni chats to Neil Roberts on turning customer feedback into business improvement, moving from saying you are customer centric to being customer centric, and organizational challenges.

       

       

    • 02:30 PM - 02:40 PM

      Forum Wrap-Up