CMO Focus Summit: Programme

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

08:00 — 08:30 | Registration desk opens & breakfast is served

Panel Debate : How to measure the success of your content marketing

Measurement and ROI has been identified by the Content Marketing Association as one of the major issues facing the industry now and in the future. So, in response to this a Special Interest Group has been formed by the CMA and its members to assess and develop a “best practice” approach that can be used to promote content and its future uses. The CMA panel will discuss how to develop and measure your content campaigns to plan for success; which key performance indicators are right for your brand and how to develop the business case for content marketing within your organisation. We will also be able to share the results of our exclusive research.


09:15 — 09:45 | Networking Break

The fight against disposable content

When was the last time you read, heard or saw something that stayed with you long afterwards? Chances are you consumed somebody's content as recently as five minutes ago. Yet deriving lasting value from that content is increasingly rare. Turtl CEO Nick Mason is a man on a mission to help marketing teams create content that lasts and will ask his audience to join him in his Campaign Against Disposable Content.

Key Takeaways -

  • How to create valuable content
  • Which content metrics matter
  • How to streamline your content workflow
  • Join the fight against disposable content


Speaker - Nick Mason, Turtl


10:15 — 10:45 | Networking Break

Cross Border Content and Native Brand Management

During this session we will discuss -

  • Defining International Markets/Opportunities through segmenting and market research
  • Central campaigns and content (UK HQ) v Local campaigns and content (In-country/territory) – working out the balance, avoiding the tensions
  • Multilingual content types and Native Brand Voice
  • Global Content within the framework of eCommerce.


Key Takeaways -

  • How to create global content – best practice for creation and management of all digital assets
  • List of considerations for central v local ownership of campaigns and content
  • How to drive Native Brand Voice alongside Global consistency - checklist
  • List of current technologies in this space


Speaker - Paul Mangell, This is Alpha


Multichannel Marketing – Combining Science & Creativity for Rockstar Results

Modern marketing strategy in today’s organisations requires an approach combining a careful balance of creative and customer focused execution, together with an analytically driven and results orientated methodology. In this session, Chris Willman will explore what makes up that perfect approach, the elements to consider in order to optimise each piece of the puzzle and how you can deliver a scientific and data driven demand generation model that still excites and engages the customer.

The importance of customer and market understanding in order to deliver messaging and mechanics that stand out.
The fundamentals behind building an effective, results driven and methodical demand generation engine across multiple channels.
Optimising content and tactic selection against the customer lifecycle for optimal engagement and conversion.


Speaker - Chris Willman, RSA


11:15 — 11:45 | Networking Break

Predictive Analytics in ABM Marketing

Predictive Analytics has become a vital part of the business world and marketing is another area that should leverage its power. This workshop will show how, by using recent technology and the concept of intent marketing, we can monitor our prospects’ digital footprint to identify what stages of interest they are showing and apply re-targeting to offer them what they need.

Key Takeaways -

  • Marketing doesn’t need to be based on guesswork anymore and should instead be based on data
  • ABM combined with predictive analytics are key to addressing what your accounts need
  • Contemporary marketing campaigns should incorporate different parts of tech platforms for success


Speaker - Joanna Zabinska, OSI Soft


Planning for success

Using the research and development gained from the CMA brand and agency survey, we will be offering guidance and insights into the how, what and when is required when developing a content marketing campaign or strategy for your brand.
Take a ways
1. Understand the value of metrics and which ones to use
2. Understand what a stakeholder dashboard should look like verses a live campaign board
3. Understand the long and short-term benefits of developing an integrated Content marketing campaign

Speaker - Hugo de Soissons, CMA


12:15 — 13:00 | Lunch

Global Trends & their implications

A snapshot of the macro global trends that Ipsos has identified through talking to 18,000 consumers and citizens in 23 countries, both developed and emerging, about their attitudes, beliefs and behaviours.

This session explores some of the key mega trends such as increased concern around security and the data economy; how the rise of tech and complexity is driving a search for simplicity and control; the importance of trust in a post-truth era; and the role of sustainability and brand purpose in building strong brands.


Speaker - Lucy Burnham, Ipsos


Is Marketing just an Art, a Science?

Marketing is about content. It needs to be original, entertaining, creative and remarkable. The art form of good marketing consciously and unconsciously creates engagement by playing on emotions and creating involvement between consumers and the advertising. Scientific theories, formulas and research can be used to discover consumer wants that need to be met. There are many different types of communication marketing tools e.g. advertising, sales promotion, events, direct mail and public relations. However marketing efforts should support sales strategy plan first, right? It's not just the implementation that companies should worry about. Get know some best practices of creating marketing activities that support sales and what kind of mistakes to avoid.

Speaker - Renata Kaminska, Kaspersky Lab


13:30 — 14:00 | Networking Break

Do brands need counselling?

People treat themselves more and more as brands. Brands pretend to achieve a personal status to wider audiences. In the drastically changed social landscape of these recent years, consumer brands are facing an era-defining challenge of identity, purpose and differentiation. Do brands need counselling? Do we turn to cosmetic intervention or social psychology, in the quest of helping consumer brands regaining their appeal?


Speaker - Valeria Borgia, KellyDeli


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

14:30 — 15:00 | Networking Break

The Content Tree – from Seeds to Branches, content marketing in B2B

Content is king as many would say. The challenges of originating, creating and disseminating in B2B marketing can be manifold, especially in professional services, partner-led environments. In this session, Leor Franks will discuss a simple model that can be used to encourage time poor partners to engage in content led marketing – The Content Tree.

Key Takeaways -

  • Seeds & Roots: techniques for agreeing a hypothesis and getting buy-in to an idea;
  • Shoots & Trunk: tools for developing initial drafts and getting sign-off on core material;
  • Branches: options for making the most of agreed outputs in today’s multi-channel world.


Speaker - Leor Franks, FTI Consulting


Campaign in a box: defining an end to end digital journey for demand generation

The core element for any digital B2B marketer is to define what journey their target audience will undertake across multiple touch points of their digital campaigns. As research indicates, 57% of the buying decision cycle is already completed digitally before any prospect engages with any vendor. Hence marketing managers need ensure their digital presence results in the strategic persuasion of any contact that interacts with their campaigns, messages or any other form of digital presence.

In this session we will explore how multiple channels, touch points and engagements can be mapped in an automated manner for a campaign to define the ideal digital customer journey for any target audience.

Key Takeaways -

  • Digital campaign planning workflows
  • Defining an optimal digital journey
  • Analysing results and tweaking campaigns


Speaker - Rohan Shams, Thomson Reuters


16:15 — 17:00 | Complimentary Drinks Reception