Programme

Learn, Discover and Experience the Future of Marketing

Availability 17 or 18 April

Mercedes-Benz World, London, UK

By identifying marketers needs with in the Maritime industry we have developed a unique marketing event experience programme, covering a creative, strategic and tactical execution of techniques via interactive forums, workshops and knowledge hubs in order to drive marketing forward within the maritime industry.

Advisory Panel

A body of professionals from both the world of maritime marketing and wider B2B marketing sectors dedicated to provide independent advice and guidance to shape the future of Maritime Marketing.

  • Mark Warner

    Mark Warner Inmarsat

  • Neil Sims

    Neil Sims Oakwood Agency

  • Andy Ford

    Andy Ford Wärtsilä
    Marine Solutions

  • Paul Lowther

    Paul Lowther World Fuel Services

  • Simon Penson

    Simon Penson Zazzle Media

  • Steve Parks

    Steve Parks Wake Media

Welcome

08.00 – 09.00

Welcome coffee and networking at MiM Street

09.00 – 09.20

Welcome address & introduction from Marketing in Maritime
Neil Sims, Co-Founder, Oakwood Agency
Carolyn Morgan, Founder, Penmaen Media

Sessions

Session 1

Understanding the Maritime Marketing landscape

What is the difference today versus 10 years ago and what needs to change?
Which key issues are marketeers facing and how are they overcoming them?

More Details +

09.20 – 09.40

When selling into the marine market we must understand our customer, who makes the purchase decision and who influences it. Today’s marketing challenges include:

  • Getting heard by the right people
  • Bigger more professional buying teams
  • Complex Lead / Nurture processes
  • Sales inability to convert marketing leads

Sales and Marketing must work together to win over buying teams, and to tailor the message to the individuals who both make the purchase decision and those who influence it.
Paul Lowther, Senior Marketing Director, World Fuel Services

09.40 – 10.00

Challenges of the present day and requirements of tomorrow - Lloyd’s List & MIM survey results
Lloyd’s List partnered with MIM and conducted a survey to ascertain how marketers are reaching their perspective audiences and the challenges they face doing so. We also asked how spend has changed and look at adoption of latest technologies and digital solutions. During this session we will present the results of the research and present our analysis of the opportunity for tomorrow.
Natasha Dwyer, Sales Director, Informa

Session 2

CRM and Marketing Automation

Learn how to unlock the hidden potential in your database by connecting your Marketing Automation and CRM systems.

More Details +

10.00 – 10.20

Learn how to unlock the hidden potential in your database by connecting your Marketing Automation and CRM systems.
Integrating Marketing Automation and CRM systems is all but required in order to become or sustain a position as an industry leader. Some organizations struggle with the transition so this session is designed to give you a head start on the process and highlight the potential of your marketing and sales efforts when you close the loop with Marketing automation and CRM.
D'Artagnan Bebel II - Director of Demand Generation & Database Marketing at TurnKey Vacation Rentals

10.20 – 10.40

Content Marketing - What does it stand for? What is required to create today's ultimate B2B Content Marketing Strategy Toolkit
This session will discuss modern content marketing strategy, how and why it is essential to maximizing the impact of your marketing automation investment. We will cover five essentials for success:

  • Focusing on audience needs
  • Understanding what we already have
  • Defining your goals
  • Informing effective strategy development
  • Measure, test & learn

Takeaways from the session will include examples of content marketing in action and a simple framework for planning your own content-driven demand generation strategy.
Faye Hawkins, Managing Director, First Base

10.40 – 10.50

Q&A

Interval

10.50 – 11.20

Networking coffee break at MiM Street

Session 3

Where should Digital fit into your strategy?

What is the right balance in delivering campaigns and achieving a successful customer journey?

More Details +

11.20 – 11.40

Social Media versus Human Contact.
Today’s professionals converge on an increasingly small number of digital ‘watering holes’ for content and exchange. The challenge that today’s marketers face is to achieve successful engagement at these key locations. Understanding the behaviours of a LinkedIn member at one of these watering holes allows us to develop marketing and communication strategies that will deliver long-term success. We’ll look further at the strategies used by organisations in the maritime sector. The most successful businesses prioritise helpful, authentic and human strategies as part of their formula for success.
Sam Parker, Partner Account Director, LinkedIn - 17 April
John Wilkes, Co-Founder, Somebody Digital - 18 April

11.40 – 12.00

Escape Digital Planning Hell - How the Brand as Publisher model will solve your problems
The digital ecosystem has never been more fragmented and complex to navigate. That reality makes it very difficult to build the perfect marketing plan to achieve your objectives but in this presentation, Simon argues that it may not be as difficult as it seems.

The answer is an approach he calls ‘brand as publisher’ and he explains, in absolute detail, how you can build such a plan for your organisation, irrespective of target market or objective.

Learn how to gain insight into your audience and turn that into a content-led digital strategy that builds long term value in a few easy steps.
Simon Penson, Founder & MD, Zazzle Media

12.00 – 12.20

Maritime: Who is getting digital right? Examples from shipping companies, suppliers and publishing houses
This presentation will look at B2B marketing and lead generation in the complete customer journey, a process with consequences for the entire organization – all departments, every colleague. From awareness to after-sales ambassadors and using various examples from practice, Björn will show how Damen went from zero to 4,000 online enquiries annually, involving Sales, IT, Communications, Business Development and Product Groups.
Björn Smets, Global Digital Marketing Manager, Damen

12.20 – 12.30

Q&A

Keynote presentation

‘Waves of change in B2B marketing’

Thought provoking keynote presentation.

12.30 – 13.00

B2B marketing is evolving faster than ever in 2018, and the keys to success have never been more elusive. This session explores how the B2B sector has transformed in the last few years, and the factors which have driven that transformation, and examines the technologies and techniques that are going to be most important in defining success in the immediate future. It will also look at what it will take to excel as a B2B marketer in this period.
Joel Harrison, Co-Founder, B2B Marketing

Interval

13.00 – 14.00

Networking lunch break at MiM Street

Session 4

Is your Data Strategy robust and compliant?

How do use data to drive Lead Generation, whilst meeting GDPR requirements?

More Details +

14.00 – 14.20

How can you use website analytics to supercharge your digital marketing?
Many businesses have invested time and money in Website Analytics platforms that allow them to track a vast amount of digital activity. However, many businesses are still just reporting on the same numbers that they’ve always done. In this session we’ll touch upon how you can take advantage of web analytics tools capabilities and start reporting more insightful data. We’ll also share what we think the impact of GDPR will be on website analytics and digital marketing. Furthermore, we’ll give some specific Client examples of how, through some more advanced data analysis, we’ve uncovered significant improvements in digital marketing ROI.
Ryan Webb, Conversion & Analytics Director, SearchStar

14.20 – 14.40

How can data enhance our bottom line?
Most everyone knows the importance of data in fact they are inundated with it. Many struggle to understand what is actionable, what is important and what can be disregarded and targeted for constriction. This session will give specific scenarios where the proper data collection facilitated by robust business requirements gathering then led to actionable analysis and tangible ROI. Come hear how proper data analysis leveraging the most current methods can dramatically reduce overhead, cut your marketing which is ineffective and also allow for precision targeting to reduce the overall marketing and effort needed to gain, retain and convert business and customers.
Adam Jenkins, President, Digital IQ

14.40 – 15.00

How can we interrogate third party data effectively?
For over 80 years, from catalogue to digital, RS Components have been on a journey of transformation. More recently faced with typical organisational silos, fragmented data and rapidly changing customer needs, a new strategy for data, technology and marketing was required. By adopting an agile approach and fundamentally changing the use of 1st and 3rd party data RS Components have demonstrated that the democratisation of data and knowledge can shift a culture & accelerate business performance. Technology is leveraged to its full extent, allowing machines to automate & activate, turning data into highly relevant customer experiences whilst at the same time allowing human power insights to reach new heights.
Gavin Williams, Vice President, Digital Analytics, RS Components

15.00 – 15.10

Q&A

Session 5

How to 'market' the value of Marketing internally

Real-life examples of marketing change within maritime businesses, their paths to success and lessons learned.

More Details +

15.10 – 15.30

Real-life examples of marketing change within maritime businesses, their paths to success and lessons learned.
Your success in maritime marketing will be dependent on your ability to identify pain points in your business, and solve them using an action plan that practically applies marketing principles, processes, and tools; embedding your solutions within the business and showing measurable return on investment for your efforts. Together, we will look at key marketing principles and how we can use them to solve common business problems and ensure that the value of Marketing is felt across the business. I’ll share two real-life examples of how I’ve successfully applied these principles in maritime businesses, both large and small.
Rebecca Nixon, Marketing Manager, Pole Star

15.30 – 15.50

Create or Die – building an innovational culture that will deliver the marketed ambition
We live in the age of the customer; a transparent world in which brands can no longer hide. A constant stream of new technology is creating opportunities and threats. Some traditional businesses are countering this by repositioning as ‘tech companies’, some are partnering tech giants. But what’s the true innovation picture? With the realities of smart, automated shipping on the horizon, Amazon etc. are waiting in the wings. The face of maritime is changing fast. Existing businesses need to become highly creative, transforming their internal cultures in order to survive. This is where 3rd parties can help - unlocking creative potential. Only with a true innovational culture woven through the organisation, can maritime businesses build the true stories and customer experiences that stack up on the outside, and create their way to a brighter future.
Andy Cutbill, Innovation Director, Oakwood Agency

15.50 – 16.00

Q&A

Interval

16.00 – 16.30

Networking coffee break at MiM Street

Session 6

Is the role of the publisher under threat?

A live debate on the opportunities that brands now have to take the lead, and remove the need for traditional publishing relationships.

More Details +

16.30 - 17.00

A live debate at MiM Street on the opportunities that brands now have to take the lead and remove the need for traditional publishing relationships.

Debate members to date:
Nick Blackmore, Associate Director, IHS Fairplay
Charles Thiede, CEO, Zapnito
Andreas Bodmann, Director Global Marketing & Communications, DNV GL
Brett Keil, Senior Vice President, The Maritime Executive

Session 7

Are we maximizing our Maritime Event investments?

An interactive panel discussion to create a winning toolkit, which amplifies Customer Engagement leading up, during and post event.

More Details +

17.05 - 17.35

An interactive panel discussion to create a winning toolkit, which amplifies Customer Engagement leading up, during and post event.

Moderator:
Mike Porter, Director, Podium 4

Panellists to date:
Nigel Hammersely, Digital Business Director, Bray Leino
Nicola D'Hubert, Global Head of Brand & External Relations, Marine & Offshore, Lloyd's Register
Per-Martin Tanggaard, Director, Nor-Shipping
Andy Ford, GM, Marketing Growth, Wärtsilä Marine Solutions

Conclusions

17.35 – 17.55

Closing Keynote – The true needs of a Ship manager.
Mijs Verhoeven, Marketing & Business Development Manager, Seatrade Shipmanagement Group

17.55 – 18.10

Reflection on what we learnt today
Carolyn Morgan, Founder, Penmaen Media
Neil Sims, Co-Founder, Oakwood Agency

18.30 – 21.00

Drinks reception & networking (17 April)
Sponsored by Gelato

Book your 1-day unique marketing event experience.

Book Now