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RUNNING
ALONGSIDE:
Marketing Technology Expo Call & Contact Centre Expo Sales Innovation Expo

27 & 28

MARCH 2019


Show Dates: 27 & 28 March 2019, ExCeL London

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Masterclasses

Be sure to book your place as availability is limited and on a first come, first served basis. BOOK NOW HERE

workshop

Smart Insights Masterclass

Learn the latest techniques to Plan, Manage and Optimize your digital marketing to compete online in this masterclass for marketing, ecommerce and technology managers.

Research by Smart Insights shows that over 30% of businesses already have a transformation programme in place, with another 33% businesses looking to launch their digital transformation programme in the next year.

The Transform Digital 2018 Masterclass will help marketers review their digital transformation strategy and gives different sector examples and practical advice on where to prioritise. The masterclass will feature Smart Insights CEO Dave Chaffey, author of Digital Marketing: Strategy, Implementation and Practice plus specialist expert commentators covering the latest trends in digital marketing you need to act on in 2018.

11:00 Transforming Multichannel Marketing

How to create a more effective B2B lead generation programme with Dave Chaffey / Giles Ranyell

Learn how to exploit the potential of the many free and low-cost methods for creating an integrated B2B inbound marketing programme to increase quality leads. You will learn:

  • How to use the Smart Insights RACE planning framework to structure your plan
  • 5 essential marketing automation touchpoints and techniques
  • Common mistakes to avoid
  • Techniques to optimize your programme to increase leads

12:00 Transforming Email marketing and Automation

Learn how to make the most of underused features of marketing automation tools with Dave Chaffey / Giles Ranyell

Many of the features of marketing automation can be underused, which is a waste when so many great options are available to increase engagement and response. You will learn:

  • The quick wins for email marketing which are often missed
  • How to map content against touchpoints through the B2B lifecycle
  • Examples of featuring different content for lead nurture
  • New conversational UI techniques

13:00 Transforming Digital Experiences

Achieving Digital Customer Empowerment with Robert Jones.

With testing and insight at the core of your strategy, your CRO programme will evolve to meet customer needs like never before. You will learn:

  • Tools and techniques to create a CRO programme using AB testing
  • How to test B2B content for inbound marketing and how to nurture leads using an insight driven approach
  • Developing a customer listening culture
  • Why Digital Experiences and Digital Transformation go hand in hand and how to become customer obsessed to improve your digital customer experiences

14:00 Transforming Search Marketing

Techniques to get better visibility in the SERPs in 2018

In this practical masterclass session with Carolanne Mangles, Smart Insights’ Digital Marketing Exec you will learn:

  • What recent changes in SERPs means for your business in 2018
  • How to do a gap analysis to manage SEO and PPC
  • On-page SEO signals checklist for editors and copywriters
  • 5 SEM mistakes to avoid

15:00 Transforming Martech

How to review your marketing technology stack with Dave Chaffey / Giles Ranyell

There are many freemium tools and services available to collect customer insight and deliver more targeted relevant communications, but how do you know whether you have the right toolset. This masterclass will cover:

  • The minimum tools needed for an effective martech stack
  • Recommendations on the most cost-effective tools for managing B2B prospect and customer marketing activities
  • How to review your return on Martech

16:00 Transforming Social Media

How and where to better integrate Social media into your B2B marketing

In this practical masterclass session with Carolanne Mangles, Smart Insights’ Digital Marketing Exec you will learn:

  • How to use LinkedIn for lead generation
  • Social Media Ad Retargeting
  • How to implement Google’s “_gac cookie” after Apple’s ITP change
  • Social media monitoring / listening tools and how to use them
dont miss

Schedule


Wednesday

  • 11:00 - Transforming Multichannel marketing
  • 12.00 - Transforming Email marketing and Automation
  • 13.00 - Transforming Digital Experiences
  • 14.00 - Transforming Search Marketing
  • 15.00 - Transforming Martech
  • 16:00 - Transforming Social Media

Thursday

  • 11:00 - Transforming Multichannel marketing
  • 12.00 - Transforming Email marketing and Automation
  • 13.00 - Transforming Digital Experiences
  • 14.00 - Transforming Search Marketing
  • 15.00 - Transforming Martech
  • 16:00 - Transforming Social Media