Rob Gold – CEO, UK, Merkle B2B

In the past, B2B marketing may have been seen as traditional, siloed, and legacy-oriented. However, it's time for B2B to step into the spotlight. The B2B market is thriving, with fantastic brand work and people embracing technology platforms. Together, we have the opportunity to elevate B2B to the next level, but it is never without its challenges. Hear from Rob Gold as he explores the untapped opportunity for B2B brands and shares valuable insights into how we can collectively elevate and celebrate the power of a connected B2B experience.

WELCOME TO REALISING THE POWER OF YOUR CONNECTED B2B EXPERIENCE

Laura Jennings – B2B Growth Lead, Merkle B2B 

Simon Calvert – Chief Strategy Officer, Merkle B2B 

Merkle B2B has launched the third edition of its major global research study; The 2023 Superpowers Index. Get live and direct access to insights into what today’s B2B buyers want most, and gain actionable takeaways to apply to your business. This is THE guide for B2B brands looking to deliver superior customer experiences. 

CREATING THE MOST CULTURALLY RELEVANT AND COMMERCIALLY POWERFUL BRAND EXPERIENCES

Christopher Schyma – UKI Lead, Customer GTM & Digital Managed Services, Salesforce

John Carroll – Head of International and Transactional Banking, Santander UK

Will John – Head, International Proposition Delivery, Santander Corporate and Commercial UK

Hear from Santander as they unveil their groundbreaking approach to shaping the future of B2B marketing, and why they firmly believe that everyone can be a winner in the B2B landscape, from suppliers and partners to valued customers. In this session Santander showcased their innovative strategies that prioritise delivering solutions tailored to specific needs, with a strong emphasis on understanding and addressing the unique challenges faced by businesses in today's thriving and dynamic B2B marketplace.

DIGITISING A GLOBAL ECOSYSTEM TO POWER B2B EXPERIENCE

Joanna Moss – UKI Marketing Director for Account Based Marketing & Executive Programs, Salesforce

With objectives such as driving growth with greater efficiency, creating, and retaining loyal customers, and keeping up with rapid technology changes top of mind, learn how Salesforce are revolutionising B2B marketing through a more efficient way to drive growth, to make every moment count with personalisation that scales, customer data that’s actionable, and marketing that’s connected.

REVOLUTIONISING B2B: SALESFORCE'S DATA-DRIVEN APPROACH TO CUSTOMER-CENTRIC MARKETING

Sabrina Rodriguez – Head of Digital Marketing, Ericsson

Sarah Painter – VP, Experience Marketing, Merkle

Neil Robinson – Customer Transformation, Senior Director Media & Telco, Salesforce

Hear from our industry experts on the keys to success in today's crowded marketplace: being customer-first and collaboration. With the idea of things that are common knowledge, aren’t necessarily common practice, discover how Ericsson is transforming by breaking down silos across teams, putting the customer at the heart of everything they do, and having partners as an addition to their team to enable the vision.

THE VALUE OF COLLABORATION: CONNECTING B2B EXPERIENCES

Richard Shotton – Author of The Choice Factory, Astroten

Anyone who works in marketing is in the business of influencing decisions. But how can you do that without understanding what drives them? Richard shared an introduction to the field of behavioural science as it applies to marketing, using a simple framework to make sense of academic findings. He covered some of the classic experiments that reveal the fascinating ways in which the human mind makes decisions about behaviour, as well as new and lesser-known research that will give you the edge.

HACKING THE HUMAN MIND: HOW TO APPLY BEHAVIOURAL SCIENCE TO B2B MARKETING

Anne Stagg – UK CEO – Merkle and dentsu CXM

Previously, loyalty was awarded to brands with the best products, but in today’s economy, high-quality products and services are not enough. Brands are now in the expectation business, constantly adapting to meet changing customer needs. Hear from Anne Stagg, as she shares how this remains true for all businesses, and why knowing your customer and their expectations through data and insights has never been more important.

THE IMPORTANCE OF MEANINGFUL CONNECTIONS