Helen Coetzee

Recent Posts by Helen Coetzee

How are event marketing leaders creating high-performance teams? Insights from MPG’s Round-Table

Event marketing is being transformed.

Organisations are becoming more customer-focused, and attention is shifting from outbound to inbound strategies amid changing customer expectations and rapidly downsized databases due to GDPR. In this new era, where marketers have more data, technology and influence at their fingertips than ever before, the strategic impact and responsibilities they hold within organisations is growing exponentially.

It is up to marketers to ensure all stakeholders understand just how important best-practice marketing is to the future success of a business, and to build the most efficient and skilled marketing functions to deliver on this potential.

MPG’s round-table, held on 9th November 2018, brought together some of the UK’s most influential B2B event marketing leaders to discuss the key challenges involved in building a high performance event marketing team.

 

Round-Table Discussion Participants:

Nicole<br>Abbot

Nicole
Abbot

IQPC UK

Matt<br> Ackroyd

Matt
Ackroyd

The Telegraph

Babak<br> Daemi

Babak
Daemi

GovNet

Lubtcho<br> Dimitrov

Lubtcho
Dimitrov

Capacity Media

Vivian<br> Linecar

Vivian
Linecar

Haymarket

Hannah<br> McCulloch

Hannah
McCulloch

Hanson Wade

Matthew<br> Termlett

Matthew
Tremlett

Pageant Media

Sharise<br> Wilkinson

Sharise
Wilkinson

KNect365

 

Key Insights from the Round-Table Discussion

MPG have put together an overview of the key points from the discussion, providing valuable insight into the following areas:

  • The shift to more customer-focused organisations
  • How to increase event marketing’s contribution across an organisation
  • Why it is so important for the marketing function to have an investment mindset
  • The value of marketing performance measurement
  • Ongoing changes in tactical and strategic marketing practices
  • The opportunities tech and data offer marketers
  • Marketing’s evolving role in project management
  • Challenges in staff recruitment and retention

DOWNLOAD KEY INSIGHTS

Event Marketing Leaders Round-Table Series

MPG runs a series of events dedicated to marketing leaders. These gatherings enable discussion and the sharing of ideas around the most important challenges and opportunities in event marketing today, as well as important trends impacting the future of event marketing.
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‘Data Strategy’ is the New Oil

So, the world did not end on 25th May and we had a sunny bank holiday weekend to celebrate!

Although a tremendous opportunity for sound businesses, those who won’t admit they got a few more grey hairs and suffered a few sleepless nights from Friday’s GDPR deadline are either overconfident or pretending..

In the B2B events world, we wait in keen anticipation to see what our significantly smaller databases will deliver for us in the coming days. I have great hope – validated by a BBC interview on the weekend where an email marketing expert claimed GDPR will result in email open rates more than doubling from an average of below 20% to around 40%.

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GDPR for B2B: A Practical Approach and a Strategic Push

No business will be left unchanged by GDPR. Publishers and events businesses that rely on large data sets are particularly vulnerable if they lack a solid strategy to deal with the emerging opportunities and threats.

Digital brands very reliant on advertising revenue will be particularly hard hit if Google gets away with its GDPR-instigated plan to force publishers to work with a limited number of ad-tech vendors.

GDPR for B2B - Practical Approach and Strategic GuideFor B2B, legitimate interest has been seen as the ‘get out of jail’ card and provided great relief. However, this still comes with a tranche of GDPR compliance requirements and tasks.

But those companies that are focused only on ticking the boxes in their compliance checklist are making a gross misjudgement. There is a lot to be gained, in terms of sustainable growth and competitive advantage, from aligning your whole business strategy with GDPR.

Three critical insights

As the MPG team has worked through a number of GDPR projects over the past few months, we’ve identified three essential things business leaders need to acknowledge about GDPR and its impact:

  1. The individual elements of GDPR are not difficult to understand or execute. But, even for small businesses, once they are combined as comprehensive GDPR compliance project there is a lot to do, and a range of interdependencies and decisions to be made. Getting your tech, data flows and processes fully lined up to become and remain compliant takes time and money, and if done well, should reap great rewards.
  2. Every organisation has a different starting point and end goal. A good GDPR compliance strategy will take these in to account, while balancing commercial risk with legal risk. So, it’s not a simple ‘box ticking’ exercise to be swiftly delegated down the line. Those who treat it as such are missing a golden opportunity to get their platforms and data in to good shape for future success.
  3. The winners in B2B media will be those who already have a brand-led gated ‘content and community’ model or can relatively quickly put one in place. But this is only possible if your audience prizes your brand’s content and community and trusts you to use their data to consistently serve up timely, unique and valuable information and connections.

Coalface priorities

As 25th May is nearly upon us, most business leaders will want to first ensure the following most urgent compliance tasks have been completed:

  1. Decisions made on which of the six lawful bases for processing personal data will be applied to customers and prospects. Usually, current customers who have signed up for a paid for service can be dealt with on a ‘contract’ basis, whereas others can generally be processed under ‘consent’, or if B2B ‘legitimate interests’ is also an option. If you have chosen legitimate interest, make sure you do a legitimate interest assessment.
  2. Ensure you have a privacy notice on your website that explains, in plain language, what you do with personal data of customers and prospects. See the ICO’s guidance on how to do this. Link the cookies message on your website and a message below all data capture forms on your website to this privacy notice.
  3. Under the ‘right to be informed’ requirement, send an email to all customers/prospects data (not under contract) you wish to continue processing after 25 May:
    1. If you’ve chosen legitimate interest: informing them you intend to process their data and why, letting them know why you have their data in the first place, what you intend to do with it and giving them the opportunity to ‘opt out’ of the relationship
    2. If you’ve chosen consent: asking them to consent (or re-consent) based on information you have included in your new privacy notice.

Getting these three things done by 25 May will not make you GDPR compliant but will certainly help mitigate the risk around non-compliance.

GDPR’s strategic opportunity

GDPR for B2B - Practical Approach and Strategic GuideThe most successful organisations are looking beyond GDPR compliance requirements to the strategic opportunity: to build stronger, more engaged audiences that become valuable communities. To achieve this, it is essential to get your strategy right around gated content and networking opportunities for a curated audience. In other words, using a combination of free and paid for content with subscriptions products and events to attract a defined group of business people with common challenges and who get value from intelligence and connections you can provide via a ‘community-led platform’ or membership model.

The holy grail is being able to directly monetise such a membership model via intelligence-led subscription products and ‘must attend’ events, with further revenue possibilities from limited number of premium packages for carefully selected vendors to access the community.

Organisations that have, or plan to religiously pursue this holy grail will understand the value of the new regulations. GDPR rewards companies that build strong customer relationships and trusted brands, and who also put the tech and processes in place to look after these relationships.

In order to take advantage of the rewards GDPR can offer, a commitment to full compliance is essential.

A practical and comprehensive approach

Under the new laws, every organisation that handles customer/prospect data needs to comply fully with GDPR. There are no short cuts and no exceptions.

Even companies not compliant by 25 May should commit to working towards comprehensive GDPR compliance – to operate lawfully and to take advantage of the opportunity to put in place and execute a winning strategy.

So that you can understand the ‘shape and size’ of a GDPR compliance project, here is an outline of four of the main compliance project elements:

  1. A data protection plan: MPG’s template contains 48 tasks in 5 categories: accountability, external visibility, suppliers, relationships with other companies, international data transfers and staff training.
  2. A map of customer/prospect data you collect, process and store
  3. A database of suppliers, as well as a supplier questionnaire completed by and data processing agreement signed by all suppliers that process data on your behalf
  4. Documentation: privacy policy, data protection policy, data retention policy, record of consent (if needed), legitimate interest assessment, IT security policy, data subject access request procedure, data protection impact assessment procedure, data breach response plan.

To get things done you need to take the following steps:

STEP 1: Appoint a senior executive to take ongoing responsibility for data protection.

STEP 2: Set up a formal and dedicated GDPR compliance project, sponsored by senior management and supported from the whole organisation.

STEP 3: Determine the skills and resource levels you will need to plan and implement your GDPR compliance project.

STEP 4: Allocate a dedicated budget for your GDPR compliance project.

STEP 5: Start!

There are no loopholes, quick fixes or short cuts. GDPR will arrive on 25th May and will be here to stay. Those who tackle GDPR head on – strategically and comprehensively – will be rewarded.

2018 is the Year of B2B Communities

Entering a new year is traditionally a time people reflect on the future and how they plan to tackle the potential it offers.

Which is why I wanted to take this opportunity to lay out the vision which will be driving MPG in 2018. Here I make our ‘statement of intent’ – the philosophy that both inspires and drives us to help our clients not just survive in an ever-changing B2B marketing world, but thrive.

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Saying no to business to gain the competitive edge

In January 2018 MPG will be four years old. My baby is growing up.

When we launched MPG, a friend – who had been on a similar journey – told me it takes a business at least five years to ‘find itself’. I now believe her. At the start we had a strong sense of the kind of business we wanted to run, but no idea it would evolve into what it is today.

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B2B marketers: ‘start and own a movement’ (and how to do it)

‘Starting a movement’ isn’t just for B2C marketers, it’s something B2B practitioners should be setting their sights on too. After all, that’s what drives change, progress and success.

Marketing never stands still. Take a look at the programs sitting on your computer or your phone right now. Some of your most used applications for work probably didn’t even exist a few years ago and yet now form a major part of how you operate day-to-day. (more…)

Doomed to fail: too many marketers can’t distinguish between strategy and tactics

Helen Coetzee looks at why the inability of many marketers to understand the difference between strategy and tactics is not only failing clients, but also marketers themselves.

We have a big problem in marketing. It’s something many of us are afraid to admit and some aren’t even aware we have. It’s a problem that crosses pay grades and is one of the biggest factors in failed campaigns. (more…)

Where there is uncertainty, let there be focus

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
When John Wannamaker said this over 100 years ago, he had a really good excuse!

In 2017, with all the knowledge and tools at our disposal, there is no excuse. I cannot think of a senior executive team or company board that would be prepared to accept, let alone listen to, ‘alternative facts’ from their head of marketing! (more…)

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