Navigating Changing Buyer Behaviour Through
Personalised Content And Sales & Marketing
Alignment To Drive Digital Marketing ROI
Personalised Content And Sales & Marketing
Alignment To Drive Digital Marketing ROI
August 3 - 4, 2021
| 10:00am - 11:40am AEST |ONLINE
Day 2: Wednesday, 4 August 2021
10:00 am - 10:10 am
Conference Opening by IQPC Australia
Puja Pankhania -
Deputy Managing Director,
IQPC Australia
10:10 am - 10:40 am
Applying The Theory Of Account Based Marketing (ABM) To A Practical ABM Strategy That Will Scale Your Business’s Market Share And Elevate Your Thought Leadership
Daniel McDermott -
Director Marketing A/NZ,
Mimecast
For companies that are looking at scaling their market share and begin working with larger scale businesses, it is important for them to elevate their conversations, and take a tactical approach to defining and delivering a targeted account list to sales teams. In this presentation, Mimecast will share the ups and downs of implementing an ABM program called Account Based Everything which had an aim to generate higher quality leads, remove internal silos of sales and marketing, and create a collaborative and cohesive approach to lead generation and nurturing.
- From an ABM perspective, understanding how to connect technology and the ability to deliver personalisation from a theoretical perspective to a reality.
- Apply theory to YOUR business – be practical and apply theory to your organisation – ask yourself what success looks like in your business.
- Understand your tactical approach by looking at industry verticals and solutions POV and aligning them under a single umbrella approach.
10:40 am - 11:10 am
How GE Healthcare Relaunched Into The e-Commerce Market and Scaled Their Market Share Through Targeted Segmentation & Content, and Fostering Partnerships
Jason Gow -
Marketing Communications Leader, A/NZ,
GE Healthcare
In 2020, GE Healthcare launched into the e-commerce space with their hand-held ultrasound product. After analysing their data, they re-launched a second iteration in 2021, which saw targeted segmentation and personalised content, improve their sales to match 2020, in just 3 weeks. This kind of elevated performance was attributed to their marketing and sales teams, working together to scale lead generation, improve nurture campaigns, and target their content and messaging towards the people they identified as high value. Jason Gow will present on the steps and challenges GE overcame to improve their iteration and launch a successful product into the market.
- Build out content relevant to specific personas at key buying groups and create profile specific content up for each of those groups.
- Utilise SEM, ongoing telemarketing functions, and incentivise sales teams, to improve and grow inbound lead traffic
11:10 am - 11:40 am
Future Marketing Workforce: What Does A Future Marketing Team Look Like And How Can We Position Ourselves As The Growth Engine Of The Business?
Melissa Gunnsmith -
Director Clients, Marketing & Communications,
WSP Australia
Margery Lynn - Marketing Director, Sprinklr
- Outcome based – marketers can be anywhere and everywhere
- Skills and talents – where do they come from? How do you manage marketers in a hybrid workplace? How do you create a dynamic marketing team that excels business opportunity and contributes to driving business revenue?
- What does the future of the department look like for your business? How can marketing influence business decision-making and act as an engine of growth.
