10.00 – 10:40

Fremtidens marketingsfunktion på B2B – teknologier, data og mennesker

v. Magnus Bach, VP Global Marketing, Vestas

11:00 – 11:40

How not to screw up your ABM programme

v./ Bev Burgess, Senior Vice President & Global ABM Practice Leader. ITSMA

Just three letters represent one of the most powerful marketing techniques ever developed: ABM. Everyone’s doing it, and you’ve heard about the legendary ROI that ABM programs deliver. So, you plant to give it a go. How hard can it be? Very.

In this session, you’ll hear about the ways in which others have screwed up their programs, and get practical tips to make sure you don’t make the same mistakes.

• Why you can never communicate enough to get the buy-in you need;
• How to choose the right accounts for your programme;
• Where to start to demonstrate quick wins;
• What metrics to use to track and report your ongoing success;

When to think about scaling your programme with a blended strategy.

(Indlægget holdes på engelsk)

Bev Burgess

Senior Vice President & Global ABM Practice Leader, ITSMA
Link to website: Bev Burgess

Bev is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wiley 2010). She is best known as an authority on Account-Based Marketing (ABM), being the first to classify it when developing the approach jointly with several clients. Today she leads ITSMA’s ABM practice and global ABM Council, as well as all of ITSMA’s activities in Europe. She is co-author of the book, A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts (Kogan Page, 2017).

In addition to running her own strategic marketing consultancy, Bev was previously Private Sector Marketing Director for Fujitsu Services. She has also held senior marketing roles at British Gas and Epson. Bev holds a BSc Honours in Business & Ergonomics from Aston University and an MBA in Strategic Marketing, with distinction, from Hull University. She is also a Chartered Marketer, a Fellow of the Chartered Institute of Marketing, and a former International Trustee.

LinkedIn: https://in.linkedin.com/in/bevburgess
Twitter: @BurgessBev

11.40 – 12.20

Account Based Marketing – når B2B virksomheder fisker med spyd

v. Thomas Mandrup, kontaktchef og seniorrådgiver, Publico

Hvordan skal du som dansk B2B-virksomhed gå til marketingindsatsen, hvis målet ikke er en stor mængde leads, men i stedet at få fat på nogle få, udvalgte ønskekunder? Et muligt svar kan være account based marketing (ABM) – en disciplin, der et rykket voldsomt i USA i de senere år, men som danske virksomheder endnu kun har få erfaringer med.

Med ABM vender vi salgstragten på hovedet og starter med at identificere ønskekunden og de relevante kontaktpersoner – og derfra lægger vi en målrettet strategi for indhold og distribution. Og det kan være et effektivt supplement til B2B-virksomhedens øvrige marketingtaktikker – især, hvis I allerede har godt gang i en velstruktureret content marketing-indsats.

På dette indlæg ser vi på hvilke virksomheder, der med fordel kan overveje account based marketing, og hvilke strategiske overvejelser, der skal gøres, når I går i gang. Vi tager et kig på forskellige niveauer af ABM og dykker ned i maskinrummet med et par konkrete tips og tricks til at få succes, når du skal fiske med spyd – frem for kun med net.

13.10 – 13.50

SDG: Fra klimastrejker til kommerciel forretning

v. Sune Busk, Strategic Director, Pravda

I disse år er det virksomhedernes arbejde med FN’s Verdensmål (SDG), der optager ham, og han betegner sig selv som konvertit – fra skeptiker til optimist – når det gælder dette arbejde. 

Sune argumenterer for, at virksomhederne ganske vist kigger ind i en ny generation af kunder og ansatte, der er ‘digital natives’. Men at der i høj grad også er en gruppe af ‘do-good natives’, som bliver dommerne over virksomhedens brand i det næste årti. Det kræver derfor ikke kun digital parathed at positionere sig stærkt , men også en troværdig fortælling om ‘responsible business’. Og her kan FN’s Verdensmål åbne for en ny og lukrativ spillebane. 

13.50 – 14.30

Jabra – fra underdog til digital markedleder

V. Brian Egholm Andersen, Senior Director, GN Audio – Jabra

En visionær digital transformationsproces har rykket Jabra fra en position som underdog til regulær markedsleder. Hør hvordan Jabra har skabt stærke konkurrencemæssige fordele og bygget fremtidens marketingfunktion med et fullblown fokus på insourcing, digitalisering af salgsdisciplinen og en skalerbar forretningsmodel. 

14.30 – 14.50

Eftermiddagspause

14.50 – 15.20

Digitalisering af B2B salget skridt for skridt

V. Tommy Søndergaard, ceo, Billig-Arbejdstøj.dk

15.20 – 16.00

The Bolia Journey

v. Lars Lyse Hansen, ceo, Bolia International

The Bolia Journey

The Design Company, Bolia.com is on an exciting journey into the global professional market, through a strategic partnership with US based Steelcase, and a newly released Design Collection for professionals.

The company CEO, Lars Lyse Hansen will share his views on which main transitions in the world that opens up for new business potentials, and how Bolia.com will combine creativity and technology to succeed.

Lars Lyse Hansen – CEO at Bolia International A/S

With a history, that involves a long and inspiring career in international retail and E-tail, Lars has worked across Europe, The Middle East and Asia before picking up the mantle at Bolia and leading the way for their successful results, global expansion and creative journey.

Today Bolia has 60 design stores and web-shops in 32 countries in Europe. More than 600 premium dealers in 50+ countries around the world, and a recently established global partnership with Steelcase Ltd. – the world´s largest office furniture dealer. Besides a strong passion for Nordic design, creativity and happy customers, Lars is a music producer, mountaineer and self-proclaimed familianaire, enjoying life together with his wife, photographer Christina Greve, their three children and two dogs.   

16.00 – 16.10

Opsamling og afrunding

V. Moderator: Christian Agger