CMO Focus Summit: Programme

Please click on the time slot to view the detailed itinerary.

08:00 — 09:00 | Registration desk opens & breakfast is served

Panel Debate : Content Marketing Challenges for Brands - How to overcome?


The panel will discuss how to address content creation challenges through sharing of their respective success stories.

10:00 — 10:30 | Networking Break

Building Content That Has Value Beyond Likes, Comments, and Clicks

Marketers have reduced content marketing to a conversion tactic driven by algorithms. Focus on what gets the most clicks, likes, and shares. Rinse. Repeat. Here’s the problem – brands are thinking like machines instead of people. When you’re only concerned with numbers on a spreadsheet, the machines will always win. And while that may drive more clicks, it doesn’t build brands. The best content strategies are driven by people and creativity not spreadsheets and algorithms. In this session, learn how to bring together the tools, people, and stories to create compelling branded content that goes beyond memes, GIFs, and cat photos.

Leveraging Digital and Translational Marketing to Drive Durable Growth


By transforming a mostly branding and tactically focus marketing and communications function into a strategic growth asset, marketing is now increasingly central to driving durable growth.  How can we leverage robust digital, analytic and translational capability to drive growth with compelling ROI and durability.

11:00 — 11:30 | Networking Break

Why Digital Transformation Fails Even with the Best Technology

Digital Transformation is a human question. One of the key reasons technology implementations, digital transformation efforts, IT projects, customer experience strategies, and digital business projects fail is the lack of attention for the essential human component. Ensuring fair representation of the human side of marketing, technology, and management can be a way forward to a balanced, and a more holistic (and successful) approach to Digital Transformation.

Customer data platform & predictive analytics - a killer combination


Every decade or so a game changer for marketers comes along - this decade it is Predictive. But what is it? What is the difference between Predictive, Machine Learning and AI? How does a Customer Data Platform not only make sure you've got the data-chops for Predictive, but also automate the responses and learn from your customer's reactions?

12:00 — 12:30 | Networking Break

12:30 — 13:15 | Lunch

Engaging the Modern Buyer

With the growing influence of digitization, rapidly increasing internet use, explosion of data and mobile technology, customers’ buying behaviors have significantly transformed. Today, customers are more informed and empowered at every stage of the process, from early engagement throughout their entire buying cycle.  Customers are engaging companies much later in the decision-making cycle, and increasingly refuse to be interrupted by traditional outbound marketing tactics. “6 Insights for Marketing in the Digital Age” will highlight practical yet meaningful starting points for digital marketers targeting the “modern buyer” in this new marketing paradigm.

How to Create a Rock Star Social Media Plan for Your Content Marketing

You know your social needs to be part of your content marketing program, but where should you spend your time? Should you strike a chord in a few channels or be anywhere your customers may be? And what should you do in each channel?

Attendees will leave with:

  • A way to identify and develop a smarter integrated social strategy
  • An understanding of how to produce a hit for content and interactions in each channel
  • A template you can customize to document your social media plan and create the performance of a lifetime

13:45 — 14:15 | Networking Break

Complete Search Optimization– The Modern SEO’s Approach to Extracting More Value From Your Content

Budgets are tightening, and the pressure is rising to show ROI on content.Taking a cue from SEO teams who’ve had to prove their worth, this class will demonstrate how to extract more value from your existing content (and make your CFO happy in the process). In addition to improving existing content and increasing its reach, we’ll also explore how to incorporate SEO thinking into your ideation process in order create content that your audience, and Google, will love.

How to Create a Documented Content Marketing Strategy

Content marketing is a huge buzzword. But what does it really mean for your business? And how do you find the resources and the budget to execute a content marketing strategy today?

At the end of this workshop, you’ll be able to:

  • Understand the core components of a content marketing strategy
  • Implement each of these for your business to document an effective content marketing strategy
  • Define key metrics to measure the success of your content marketing programs
  • Walk away with a documented content marketing roadmap specific to your business

15:15 — 15:30 | Refreshment Break

Data that Drives Email Marketing Relevance…and Revenue

Marketers have fallen (back) in love with data. We wanted MORE DATA… and we got it. But has it made us better marketers? Marketers average using 6-8 data sources across their marketing campaigns. Yet marketers still say reporting ROI is one of their biggest challenges. You’ve got data, but do you have the data you need to achieve your email marketing goals? This session will discuss how to make data from a variety of sources useful in your email campaigns by making it work together.

How to Create and Repurpose Video Content for More Attention

Video is a requirement in content and social marketing today. Make the most of every video asset across all of your online platforms to get the most attention and customize the experiences for your audience.

During this session we will discuss:

  • Most effective video content marketing strategies
  • How to use the same video across all social platforms effectively
  • The formula for a powerful video blog, every time

How to Re-Invent Careers...The changing role of the CMO

This workshop will address key points what the CMOs need to look out for, for the Marketing Department, and what the CEO needs to look out for from the CMO.

Is the CMO ready to take the seat in the Board Room?
What are the key steps to take to get there?

16:30 — 17:30 | Complimentary Drinks Reception