Keynote - Welcome to the Age of the Customer

Join Bryan Wade and special guests for inspiring insights, customer success stories, and a glimpse of the latest Marketing Cloud technology.

Time:

10:00 am - 11:00 am

The Power of 1:1 Advertising

Digital advertising arrived with a promise - to fix the problems of traditional advertising through a personalised and measurable experience. However more than 20 years after the first digital banner went live, advertisers are still throwing money at anonymous clicks and impressions online, with ever decreasing results. In this session you will learn how some of Australia's leading marketing organisations are using their CRM and email database to drive 1-to-1 advertising at scale, and driving their best ever ROI.

Time:

11.45 am - 11.55 am

Infinite Noise: Breaking through the aftermath of the empowered buyer

The empowered buyer is only the first ripple in the ensuing waves of change our marketing must face. Join Mathew Sweezey as he tells you why the majority of your marketing tactics will fail in the world of infinite noise, and shares the key foundations to creating a scaleable, repeatable, and valued marketing foundation for the future.

Time:

11.45 am - 11.55 am

Reimagining Retail in the Age of the Shopper

Digital disruption is driving shopper demand for personalisation. Stores are being reimagined as showrooms, distribution centres, experience centres and are increasingly only a touchpoint along a shoppers journey.

Time:

11.45 am - 11.55 am

Personalisation at Scale with Email Studio

Email continues to play an important role in the overall customer experience. In fact, according to our 2016 State of Marketing Report, 80 percent of marketers agree email is core to their business and 79 percent say it directly generates ROI. In this session product managers will run through the newly released Email Studio and customers will share best practices adopting the new tools.

Time:

1.00 pm - 1.40 pm

The Era of Intelligent B2B Marketing Engagement

Did you know that 65% of B2B buyers have already made a purchase decision by the time they engage with a vendor sales rep professional? This means marketers are challenged with uncovering opportunities to influence customers on their own terms, all across more channels than you can count, and in a way that’s more personalised and data-driven than ever before.

Join Salesforce Pardot, and special guests, to explore the latest trends you need to know about, and how Pardot will help you better market, sell, and engage in today's buyer-centric world.

Time:

1.00 pm - 1.40 pm

Turn Marketing Into a Customer Driven Effort

The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Successful companies thrive by placing a premium on creating experiences customers love. To thrive in the age of the customer, marketing must extend well beyond customer acquisition to engage empowered customers across their entire lifecycle.

Key topics covered include:

  • Making a connection between your customers and your brand
  • Collaborating with CX professionals and digital teams to leverage design methods like design thinking, lean and agile methodologies
  • Assessing the current state of your marketing team and planning for true customer life-cycle marketing success

 

Speaker:

Michael Barnes, Vice President Research

Time:

1.00 - 1.40 pm

The New Social Marketing: From Silos to Strategic

From Facebook to Twitter, Instagram to Pinterest, social networks have become the channel for consumers to discover content and trends, look for recommendations and communicate with their favorite brands. However as the volume and type of social interactions have grown many companies have struggled to scale their social efforts. In this session learn how leading local and global brands are creating social strategies that cross sales, service and marketing and result in an amazing customer experience and strong ROI.

Time:

1.55 pm - 2.35 pm

The Challenger Customer

Four years ago, “The Challenger Sale” overturned decades of conventional wisdom with a bold new approach to sales. Now our latest research in the follow-on book, “The Challenger Customer,” reveals something even more surprising: Success or failure depends on who you challenge. To win today, you need a Challenger inside the customer organisation—a Mobiliser.

This requires a new approach to marketing - one where Marketing and Sales work together to identify Mobilisers, influence them early in their decision making and equip them to win over the rest of the buying group. After all, most customers are already 57 percent of the way through a purchase decision when they contact a supplier, having consulted nearly a dozen sources of information on the path to purchase. B2B marketers need to ask if you are present where the learning is taking place.

Join CEB for a sneak preview of our book, The Challenger Customer, which provides a blueprint for finding the right stakeholder in the customer organisation, engaging them with disruptive insight and content, and equipping them to effectively challenge their own organisation.

In this session, you will learn:

  • The customer stakeholder profile most likely to drive organisational change and action
  • What kind of content motivates Mobilisers to drive organisational alignment and consensus in your favor
  • How to recalibrate your demand generation approach to account for consensus purchase behaviors that stall deals early in the purchase journey

 

Time:

1.55 pm - 2.35 pm

Behind the scenes: How Salesforce uses Salesforce

Do you ever wonder how we use all the tools in Salesforce for end-to-end campaign management? Join this session to learn how Salesforce Marketing uses the power of Salesforce to design, build, execute, measure and optimise marketing journeys. Get ready for some inspiring new tips to get even more out of Salesforce!

Time:

1.55 pm - 2.35 pm

The Future of Mobile

Things are changing fast in the mobile world and customers have high expectations. Notifications are growing rapidly and can be used in a lot of different ways. Chat applications are huge in Asia and now Intelligent Bots are coming into the picture. What does this all mean for your brand? Come learn about what's coming next with mobile engagement from marketing cloud mobile thought leaders.

Speaker:

Lucy Brindley - Mobile Specialist, Japan & Asia Pacific, Salesforce

Time:

2.55 - 3.35 pm

Why Your Content is Failing You, and How to Fix It

Content plays a huge role in today’s marketing playbook, yet no customer ever says "I want more content from you". So how is it that high performers see 2-3X the value than under performers from the same content marketing efforts. Sharing new data from 4,000 marketers Mathew will break down the secrets of high performing content brands, and show you how to rethink what content could be.

Time:

2.55 - 3.35 pm

How Design Thinking can Drive Unique Customer Experiences

In today’s customer centric age many organisations are looking to differentiate their products and services through exceptional customer experiences. Hear from this panel of experts about the role that human centered design can play in creating new ways to connect with customers.

Key take-aways:

  • An introduction to the human centered design approach
  • Design Thinking tools that help drive customer insights & become the basis of new offerings

 

Time:

2.55 - 3.35 pm

5 Best Practices to Build a Scalable Customer Experience with Desk.com

Keeping customers happy and loyal drives growth, but how do you build an amazing customer experience that will scale with your business? Join us to hear five best practices that will help you kick-start and refine your customer experience strategy as well as examples from local small and medium-sized companies that grow faster with a focus on customer service. 

Speaker:

Becca Krass, Director Product Marketing, Desk.com
Cindy Dent, Head of Customer Care, Temple and Webster

Time:

1.00 - 1.40 pm

Stream:

Small Business Owner

Locknote - Panel session moderated by Nadia Cameron, Publisher and Editor, CMO magazine

The CMO: Chief customer extraordinaire

Join CMO and leading Australian marketers at the Salesforce Future of Marketing event as we debate how you can own customer success

In this new age of the customer, experience is the currency of competitive advantage. Marketing leaders are the natural custodians of their organisation’s experience-led market approach, and it’s why the role is gaining executive importance. As the function closest to the customer, marketers can inform and orchestrate the way a company interacts while providing valuable insight on a customer’s needs, wants and values.

But joining the dots on experience requires moving beyond marketing and instilling the right customer focus, competencies, processes and values across the business. This involves a new array of operational capabilities, from uniting the executive team around a customer-led language and decision making track, to bringing together cross-functional groups and implementing customer experience design.

So are you ready to take up the reins as your organisation’s customer chief?

Join CMO Publisher and Editor, Nadia Cameron, and a panel of leading Australian marketing and customer chiefs as we debate:

  • What customer experience as the primary way organisations differentiate means for the CMO role
  • Where the gaps are in your marketing leadership skillset to own customer success
  • Ways marketer can influence up and across to ensure customer engagement is on the executive agenda
  • Technology and data’s role in customer experience excellence, and the biggest tech challenges in the next 2 years
  • Reshaping marketing around customer journeys
  • Creating success indicators for a customer-led approach