The must-attend marketing event for the Middle East
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
Head of Agencies, Facebook
Client Partner, Twitter
Regional Director, Consumer Unit, Microsoft
Head of Customer Marketing, Nokia
Regional Digital Marketing Manager, IKEA
VP of Product Marketing, Fujitsu
Director of Portfolio Marketing, IBM Middle East & Africa
Director of Sales & Marketing, Fairmont Dubai
Regional Marketing Director, Starwood Hotels
Head of Digital Marketing, Fetchr
Director of Digital, Edelman
CEO, Adza Digitial
Head of Digital Strategy, Sky News Arabia
National Marketing & Retail Director, DHL
Director of Sales & Marketing, Kempinski
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.
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.
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.
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.
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.
The hallmarks of a successful commercial strategy in today's world
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
The future of the CMO and how technology will change the role
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
Value and content-generation. What defines good content and how do you create it?
TRANSFORM! How to build effective buyer personas and integrate them into every interaction
TRANSFORM! Content promotion and efficiency - re-purposing and developing exposure
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
TRANSFORM! Deepening engagement through marketing automation. Building an efficient workflow
TRANSFORM! Social media as a means of engagement
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
E-commerce - maximising traffic, leads and analytics for bottom-of-funnel conversion
TRANSFORM! How to build world-class landing pages to maximise lead generation and impact
TRANSFORM! How to measure and identify the data intersects that will allow you to shorten your customer journey and increase conversion
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