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10:15 Be the Unfair Advantage: Customer experience and the next competitive battleground

With pressure on marketers to own the end-to-end customer experience - data, and the right tech solutions have never been more topical. But what tools do you need? What’s the difference, overlap, or gap between CRM, CDP, MDM, and DMP’s? And where do you start? This session will bring sense to the case for CDP’s, where they fit, how to start your journey, and the measurable benefits organisations are seeing from their investment. Join A trio of Deloitte experts including Miguel Leone from Deloitte Digital and become the unfair advantage.

Zoé Freeman

11:30 B2B ICP/Persona & Journey Mapping Masterclass

Miguel Leone Partner, Deloitte Digital

For B2B, knowledge of the full customer journey is often spread across business silos and isn’t always shared in a way that can be analysed and actioned.

In this session you’ll learn:

• Learn how to develop your ideal customer profile, personas for your buying committee, and customer journey maps that visualise every experience and touchpoint, both digital and physical your customers have with you

• Understand how to tap into the organisation’s insight, experience, and data to map out the customer journey

• Learn how to execute your journey maps

Janine Pares Founder & Managing Director, Thinksmart Marketing

12:30

Designing High-Performing CX Journeys That Meet Customer Expectations

Do your customer experiences meet your customers’ expectations? And how do your design and improve your processes to both meet and exceed these expectations?

Join this session to unpack what it takes to create successful CX journeys, sharing real examples that will empower you to get the most out of your own journeys.

Nicola Ayan Senior Product Strategy Director, Optimizely

13:45 TL;DR: A B2B Marketer’s Blueprint: Traffic, leads, demos, and revenue

Traffic > leads > demo > revenue... simple right? These are the critical components B2B marketers need to focus on for success. Join Axel in the session as he shares his insights into:

• Traffic: Creating compelling content for your audience that attracts them to your website

• Leads: Having a delightful digital experience that drives form conversions

• Demos: The “north star” measurement that marketers can really control and ready to be passed on to sales

• Revenue: How to get a seat at the table and present the ultimate metric that your C-level should care about

Axel Sukianto Marketing Director, Demand Generation, UpGuard

14:45 Customer Journey Orchestration: The keys to the castle!

Put your customer at the centre, it sounds simple right? But how do you create a true 360-degree customer experience that brings together market, product, and service? How do you power up for journey orchestration with marketing use, service-oriented, and operations-oriented use cases? Join this panel as they share their expertise and opinion on how to architect the optimal customer journey.

Pete Avery Director, Decisioning.com

Vanja Stace CXO, KING LIVING

Kris Fagan Vice President - Asia Pacific & Japan, mParticle

Doriena Parsons National Head of Strategic Communications and Marketing, Moore Australia

16:00 The Future of MarTech: Architecting for customer engagement

Momentous change is upon us, and no matter your MarTech maturity level, what we face next is not something we can’t manage only with tools and frameworks built in the past.

With access to vast amounts of content, digital assets, customer data, analytics, and all the specialized technology platforms that underpin them, most enterprise businesses are still figuring out how to understand and manage customer engagement at scale.

In this session, Henry will discuss what’s next in the current state of Enterprise MarTech and talk about an engagement-led approach to MarTech architecture to drive change under an evolutionary philosophy. You’ll learn:

• The concept of the Information Fabric of Customer Engagement

• The capabilities required to future-proof your architecture

• How to assess your maturity level

• How to evolve your current architecture

• How to scale your approach

• The main components of the MarTech of Tomorrow

Henry Hernandez-Reveron Senior MarTech Advisor