Agenda 2022

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08:30 Registration and refreshments

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09:30 Chair’s opening remarks

John Harrington, UK Editor, PRWeek

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09:35 Fireside chat: Cultivating brand empathy through creative campaigns

• Prioritising accessible and business-driven content to elevate your B2B comms
• How do you create exciting and authentic stories that build brand empathy, especially for more niche and ‘boring’ B2B brands?
• Great storytelling is simple: how to tell your technical stories to appeal to all stakeholders

James Drake, Head of Corporate Communications, Oracle

Moderator: John Harrington, UK Editor, PRWeek

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10:00 How leading brands are striving to prove B2B PR’s value potential

Panel discussion

• How you can help pivot PR to be a strategic business tool, rather than just a reputational raiser
• Actions speak louder than reach: how to outline what success looks like and set up measurement methods ahead of your campaigns
• Creating an effective feedback loop - best practice for linking your content output across channels

Lucy Linthwaite, Hybrid Cloud Geo Communications Leader, IBM Communications

Michele Moore Duhen, External and Internal Senior Communications Manager, Vodafone Business

Moderator: John Harrington, UK Editor, PRWeek

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10:35 Love Brands: The new definition of Brand Love

• The changing consumer landscape and how marcomms professionals are adapting
• The importance of customer centricity in 2022 and beyond
• How to create or become a loved brand

Jack Richards, Marketing Team Lead Northern Europe, Talkwalker

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11:00 Networking break

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11:30 Embracing employee advocacy: the future of B2B digital comms

• Helping to humanise your brand: why your best digital influencers are your own employees
• How do you create a programme inside your organisation that will amplify social media content to the widest possible audience?
• Diversifying your brand perception through your storytellers

Simon Thresh, Senior Director, Digital & Content, Capgemini

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11:55 Fireside chat: Picking your brand battles - when to speak up to your B2B audience on social & environmental issues

• Why you need a strategic relationship between comms and the c-suite to create and control a centralised, authentic brand voice
• Avoiding risk by being proactive: creating trust by telling your ‘purpose’ stories
• Keeping your messaging the same for B2B and B2C audiences

David Ginivin, VP Corporate Affairs, Sage

Moderator: James Halliwell, Editor, PRWeek

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12:20 PR & marketing: How integration ensures your customer stays at the heart of what you do Panel discussion

• Ensuring your PR, marketing and sales teams are truly aligned on vision, values and brand identity
• Building a continuous conversation with your customer across the various teams and touchpoints to create a holistic buying journey
• Moving away from the marketing funnel and embracing an omni-channel approach so you have suitable, tailored messages for both B2B and B2C stakeholders

Sam Shrager, Head of Marketing and Communications, BCB Group

Erica Faltous, Senior Director, EMEA Communications, ServiceNow

Kathryn Arbour, Partner, Deloitte

Thea Parnell, Digital Strategist, MHP Mischief

James Halliwell, Editor, PRWeek

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13:00 Networking lunch

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14:00 Afternoon opening remarks

Arvind Hickman, Media Editor, Campaign

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14:05 Know your audience: understanding today’s B2B buying behaviour

• Examining how the pandemic has drastically changed buyers expectations and behaviours and how to predict their next steps
• B2B buying is not linear: why you need to know the six buying “jobs” of your customers ahead of purchase
• Prioritising a parallel process: ensuring sales work hand in hand with your marketing teams to support your customers

Raja Saggi, Senior Director of Ads Marketing UK & Ireland, Google

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14:25 Audience insights: the data you need to know with Cision

• How data can help us better understand the diversity of our B2B communication audiences
• How we can we use data to accelerate and target the great creative work of communications
• The power of effective measurement, as a planning and evaluation tool

Scott Newton, Senior Director, Strategic Operations, Cision

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14:45 Navigating digital transformation in a B2B environment

• Top tips that I learnt on my digital transformation journey
• Why it's a journey and not just over in one project
• What are B2C brands doing really well in digital that we can learn from

Denese Edgar, Director, Head of Marketing, Clifford Chance

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15:05 Networking break

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15:30 The B2B brand experience: exploring the missing middle

Using data to demystify the B2B journey through the missing middle
• Making your B2B brand purpose and values front and centre of your advertising
• Translating broad brand awareness into relevant mental availability

Ryan Miles, Head of International Audience Marketing, Microsoft Advertising

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15:50 PR & marketing: Building your best B2B teams through the ongoing challenge of recruitment and retention

Panel discussion

The 2022 reality check: reframing your offering to attract the best talent
• Keeping diversity and inclusion at the forefront of your hiring practices to ensure you have a variety of voices at the table
• How to ensure you’re hiring for long-term growth rather than short-term solutions

Maya Price, Head of International Audience Marketing, Microsoft Advertising

Santosh Sethumadhavan, Global Head of B2B Marketing Programmes, HSBC

Moderator: Arvind Hickman, Media Editor, Campaign

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16:30 Chair’s closing remarks & end of conference