Middle East inbound marketing conference


The Middle East's inbound marketing conference

Taking you on a journey from content to customer

19th September 2016 | The Address Hotel, Dubai Mall | Dubai, United Arab Emirates
Why attend?Download the brochure

The must-attend marketing event for the Middle East

Develop winning strategies

Generate more leads

Improve conversion

Maximise marketing ROI

This is for those that want to win by working smarter.

Inbound marketing offers an opportunity to generate over 50% more leads than traditional outbound channels, increase conversion rates and give you more control on your campaign impact, whether that be brand-building, social engagement, web visits, e-commerce conversions or shorter customer journeys. All that, and you’ll spend less too!

Engage has been developed to bring you the very best global knowledge and tools to either get you off to a flying start or to accelerate your existing activities. With structured training workshops, take-home support material, case studies, inspirational speakers that challenge the status quo and four streams of content taking you over the entire marketing funnel and the strategic thinking behind it, this is one day you don’t want to miss.

THOUGHT LEADERS AT ENGAGE

Ian Manning

Ian Manning

Head of Agencies, Facebook

Elias Nemeh

Elias Nemeh

Client Partner, Twitter

Deniz Unay

Deniz Unay

Regional Director, Consumer Unit, Microsoft

Joachim Wuilmet

Joachim Wuilmet

Head of Customer Marketing, Nokia

Usama Qasem

Usama Qasem

Regional Digital Marketing Manager, IKEA

Ayman Abouseif

Ayman Abouseif

VP of Product Marketing, Fujitsu

Christian Andersen

Christian Andersen

Director of Portfolio Marketing, IBM Middle East & Africa

Hazem Aouad

Hazem Aouad

Director of Sales & Marketing, Fairmont Dubai

Martina Boetcher

Martina Boetcher

Regional Marketing Director, Starwood Hotels

Malak Karajah

Malak Karajah

Head of Digital Marketing, Fetchr

Ema Linaker

Ema Linaker

Director of Digital, Edelman

Adnan Masood

Adnan Masood

CEO, Adza Digitial

Jonny Mulligan

Jonny Mulligan

CMO, EMEX

Thair Soukar

Thair Soukar

Head of Digital Strategy, Sky News Arabia

Hesham Salama

Hesham Salama

National Marketing & Retail Director, DHL

Alexander Suski

Alexander Suski

Director of Sales & Marketing, Kempinski

Check out our full speaker and agenda line-up

View All Speakers

Learn inbound

Explore the Modern Marketing Series and learn how to improve your digital marketing results with everything from practical guides to tools that will help you get the job done more efficiently.

Modern Marketing:
Getting Started with Inbound

Your six-step guide to getting the inbound right. Learn how to create implement an inbound marketing process to help your prospects solve their problems.

Modern Marketing:
Guide to Reporting

Want to measure and demonstrate your marketing ROI more effectively? This comprehensive e-book gives you all the information you need to turn your digital reporting into a tool.

Modern Marketing:
Lead Management Guide

Our guide takes you through the key components of a successful business development process, covering everything from how to build a lead score card to nurturing your leads for conversion.

Modern Marketing:
Digital Marketing Toolkit

If you’re looking for a series of tools to guide you through the inbound process, you’ve come to the right place. Tools for everything from personas, content and SEO to reporting and planning.

One day. Four streams.

Be spoiled for choice and develop the agenda that suits your needs the best. Or bring the team and go broad and deep to develop internal champions for various stages in the funnel.

Executive track
Executive track
Executive track
Executive track

Tailored for marketing leaders, these strategic sessions will be delivered by many of the region’s leading CMOs with a focus on the challenges that go with the responsibility. Topics covered will include:

The hallmarks of a successful commercial strategy in today's world
What came first – the strategy or the tactic? Defining commercial strategy is only getting more complex; market disruption, oil prices, increasingly complex customer journeys, competitive landscape – the list of things to consider and incorporate only seem to grow. Fortunately, we also have more tools and techniques than ever at our disposal to address them. How do we choose and what do we prioritise, however? Our first session is built to frame everything that follows as we explore the hallmarks of a successful commercial strategy. Has it changed, or do the same fundamentals apply?
Internal stakeholder management

“Marketing is always asking for more money, but can rarely explain how much incremental business it will generate.”

Sound familiar? A McKinsey survey had as many as three out of four CEOs agree with that statement. As a marketing professional, you face the challenges of building business cases every day. Building a clear business case for return relies heavily on a strong foundation of analytics – something we explore in great detail elsewhere in the agenda. The other key ingredient comes from momentum – which, when discussing business strategy, relies on people. In this session, we’ll be reviewing how you go about managing your internal stakeholders. How do you identify the key influencers and controllers and how do you align them with your vision? We want to ensure that when your CEO or board comes looking for their return, you not only have the analytics to support your position, but also the internal support to validate the numbers. Nothing like a coalition to drive change.

Strategic alignment: Combining vision, organisation and employees
Aligning your vision with your processes and culture is a critical component of any successful strategic plan. Without that alignment, changes tend to fizzle on the route to success. Marketing leaders are required to think in the broader context and look at how every consumer touch-point is refined and how the culture of an organisation reflect its strategic drivers at every turn. Building on the stakeholder session, we’ll be exploring a broader view. How do you align your organisation’s culture and the drivers of your employees to create a successful unit aligned behind a single strategic imperative?
The future of the CMO and how technology will change the role
Few executive roles go through as much change as the CMO. This is a reflection of the field and the innovations that it both spawns and relies on. As technology continues to develop, incorporating it into your marketing strategy becomes even more critical unless you’re willing to fall behind the first of your competitors to do so. Automation, artificial intelligence, virtual reality, big data, the internet of things – technology is a part of our present and future and role of the CMO will change accordingly. We will explore the implications of this tide change to your role and how best to prepare for it and understand how best to take advantage of it.

Attracting your prospects is about more than just content. It’s about every interaction. This stream is all about the top-of-the-funnel, providing content that will offer you the knowledge required to not only create effective content marketing but to fully map your customer personas, integrate that knowledge into your communication, product development and proposition and promote the content you create both efficiently and effectively. That’s a lot to cover in one day – and we’ve got two more streams to go! Sessions will include:

How to build an effective content marketing campaign
The concept of content marketing differs from one industry to the next. Is it about format? Frequency? Channel? Does it mean you need to start a blog? The answer is all of them. And none. Content has a huge breadth and that is part of what makes it so effective in attracting prospects across all walks to your service or product. Defining an effective content campaign always starts in the same place – with your consumers. We’ll review the tactics behind an effective campaign series by looking at the best and understanding what they all have in common, giving you the takeaways you need to apply to your own particular market.
Value and content-generation. What defines good content and how do you create it?
You’ve identified what your market needs. You know what makes them tick. Now comes one of the hardest parts – creation. This is where marketers begin to take risks and step into the unknown… Or do they? The clues for effective content generation are scattered throughout your business and internal know-how. This session will do a deep dive into the nature of great content. What makes it successful and how can you avoid having your content disappear into the noise of the internet.
TRANSFORM! How to build effective buyer personas and integrate them into every interaction
Transform! workshops are the personal development hub of Engage. This is where we begin to drive change. Limited attendance sessions will create a focused group looking to learn how to conduct critical activities in the inbound marketing process. You’ll leave this session prepared to begin immediate implementation – armed with a concise supporting how-to guide that you can apply back in the office. Inbound marketing is entirely about the consumer’s needs – not products. What then, could be more important than defining and understanding our consumers? Buyer personas are the seed at the heart of successful marketing campaigns. Once you’ve defined them, they can impact every facet of your business, from marketing (both in- and outbound) to product development and sales. But how do you build them? Where do you find the trends that define them and how can you qualify them? How do you communicate them to your teams and ensure they’re adopted? Our transformation here will give attendees the unique opportunity to explore these questions and walk away with the templates and guides you need to apply the answers.
TRANSFORM! Content promotion and efficiency - re-purposing and developing exposure
Transform! workshops are the personal development hub of Engage. This is where we begin to drive change. Limited attendance sessions will create a focused group looking to learn how to conduct critical activities in the inbound marketing process. You’ll leave this session prepared to begin immediate implementation – armed with a concise supporting how-to guide that you can apply back in the office. This Transform! session will look at the nature of content promotion. How do you maximise reach to build exposure? More than that, how can you be more efficient in using your content machine to appeal to both the long- and short-tail of your market. If big things are made up of small things – is the same true for content marketing? Where do the efficiencies lie and how can marketers take advantage of them to increase their results?

Inbound marketing is all about your consumer. Through the funnel, your goal is to address their needs and address their pains. As we move from attracting visitors to engaging prospects, identifying the intersect points between their need and your solution becomes critical. The ability of your marketing efforts to take that alignment and take your consumer on an organic journey towards your product or service will determine how successful your campaign is. That’s what we’ll be exploring in this stream – how do you identify, qualify and leverage the needs of your market and your ability to provide a solution.

Analytics - the secret to effective engagement

90% of the world’s data has been generated in the last two years.

Data has become so integrated into our day-to-day activities that most of us don’t event realise the impact it has or how much of it is gathered. The implications for marketing are significant. As systems become more integrated, our ability to both manage the flow of and understand our data is going to be critical. In few places is that so true as in inbound marketing. Given that we put the consumer at the forefront of inbound activity, understanding their drivers on both a macro and micro-level will determine our ability to accurately tailor our communication and content to their needs. Our session will review the scope of modern analytics and explore how best to apply it to deepen prospect engagement with your brands and the promises you make.

Aligning persona, brand content and sales to increase campaign impact
Authenticity is a key ingredient in a successful inbound campaign. It underlies your communication and creates a more emotional connection with prospects, building a relationship of trust. In many ways, this acts as the bridge between inbound and brand marketing. Your brand should be a core facet of your organisations activities on every level – not just your communications. This session will explore how an effective brand creates an alignment between those activities to generate content that not only delivers on engagement but begins an organic journey that draws consumers into an experience and not just a purchase.
TRANSFORM! Deepening engagement through marketing automation. Building an efficient workflow
Transform! workshops are the personal development hub of Engage. This is where we begin to drive change. Limited attendance sessions will create a focused group looking to learn how to conduct critical activities in the inbound marketing process. You’ll leave this session prepared to begin immediate implementation – armed with a concise supporting how-to guide that you can apply back in the office. Automation offers marketing the opportunity shift its attention away from the act of doing and more on the task of communicating, all while increasing personalisation, anticipation and relevance for prospects. It can also be a confusing landscape of triggers and templates, with few best-practice examples available. Most automation takes place behind the scenes and rarely reach the light of day. We shine a light on it, exploring the structure and definition that makes for successful automation, looking at the factors that drive success. How do the emails, landing pages, forms, content flows, triggers and workflows combine to maximise results? And how can we judge what works and what doesn’t? If you want to implement an automated solution or optimise an existing one, this is the session for you!
TRANSFORM! Social media as a means of engagement
Transform! workshops are the personal development hub of Engage. This is where we begin to drive change. Limited attendance sessions will create a focused group looking to learn how to conduct critical activities in the inbound marketing process. You’ll leave this session prepared to begin immediate implementation – armed with a concise supporting how-to guide that you can apply back in the office. Social media is where engagement takes on a very literal meaning, allowing you to begin two-way conversations with your market – a thought that many brands still shy away from. This channel more than any other in the current marketing mix has the potential to act as a black hole on either your resources or your budget. Utilising social media as an integrated part of a larger inbound marketing strategy is the true secret to its success, allowing the channel to act as a driver for both the awareness and engagement components of your funnel. Attendees to this session will receive a unique view on how to integrate this channel into the wider spectrum of their activities, not only for promotion but for the analytics that will feed further growth.

This is what it’s all about. Impact! The measurement of success for your marketing efforts. Whether you work in fashion or construction, marketing’s role is to create measurable commercial impact for an organisation. That might take the form of shortening customer journeys through increased awareness and brand trust or it might be an e-commerce transaction. The nature of your campaign impact will differ from business to business. Impact reflects conversion in the broader sense and we’ll be exploring how you can refine your success rates to increase the number of consumers that come out of the bottom of your funnel, whether that be through an increase in your proposal success rates, the number of transactions you receive or how you retain your existing business.

The power of lead scoring and its role in sales enablement
The relationship between marketing and sales is a contentious one for most organisations. In part, that has been fed by the two functions existing on opposite ends of the acquisition process. Where marketing has traditionally focused on building mind-share, sales exist to increase market-share. That needn’t be the case, however. More than at any time before, marketing now has the potential to empower their sales teams. Qualifying leads and working closely with sales to understand the inbound buying process allows for more relevant, consultative conversations that will result in not only more conversions but also a higher yield per customer. Two benefits that will get any sales person to pay attention. Your session lead will explore the mechanism and theory behind lead scoring before expanding on the process of creating an effective scoring process and how to bring your sales team on-board for more effective returns.
E-commerce - maximising traffic, leads and analytics for bottom-of-funnel conversion
E-commerce is a business critical channel for many, allowing for shorter buying cycles and a direct revenue stream from the marketing team. Inefficient e-commerce flows can actually damage your business, losing you customers at the most critical point of purchase. We’ll be reviewing e-commerce best-practice, looking at how to structure and test a page for the best results and how to listen to the voice of the customer in understanding the journey they’re looking for. A journey that begins long before the buy now button.
TRANSFORM! How to build world-class landing pages to maximise lead generation and impact
Transform! workshops are the personal development hub of Engage. This is where we begin to drive change. Limited attendance sessions will create a focused group looking to learn how to conduct critical activities in the inbound marketing process. You’ll leave this session prepared to begin immediate implementation – armed with a concise supporting how-to guide that you can apply back in the office. The secret sauce of lead generation and conversion, landing pages are as much an art as advertising ever was. Copy, layout, format, colour, calls-to-action – so many considerations that it can get overwhelming at times. Inbound marketers have an advantage that advertisers have struggled with for years. Everything can be measured. Attendees will begin to understand what is possible with landing pages, how to conduct effective A/B testing and how to create a process that will improve your conversion metrics over time.
TRANSFORM! How to measure and identify the data intersects that will allow you to shorten your customer journey and increase conversion
Transform! workshops are the personal development hub of Engage. This is where we begin to drive change. Limited attendance sessions will create a focused group looking to learn how to conduct critical activities in the inbound marketing process. You’ll leave this session prepared to begin immediate implementation – armed with a concise supporting how-to guide that you can apply back in the office. Both the beginning and the end of the inbound process. This is where the virtuous circle begins and we use the performance of our current customers to feed the growth of our future ones. Understanding the patterns in data, or the intersects between need and action, allows us to deliver a shorter journey to our consumers. And shorter customer journeys, or faster conversion depending on the nature of your product, translate into more efficient marketing efforts and a lower cost-per-acquisition. That gives you more flexibility to invest in acquiring more customers elsewhere. The secret lies in the data. We’ll be exploring the hacks that will allow you to find these patterns as quickly as possible in the data you already have, as well as looking at the kind of data that you can gather from a more integrated marketing funnel.

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Official Business Media Partner

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Download the agenda

Download the event agenda and gain an overview of Engage 2016 and just how your day will be spent. All four streams and their sessions detailed, together with speakers and packages options.

Download your agenda here!