fiffflffifl˙ˇ˘ ˇˇ ˘fffl ˙ fiffflffiffi ... · your advocacy programme? innovation We don’t...

advocate marketing academy

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brought to you by #amaeurope

index

3. Welcome home

4. Previously at the academy...

5. Why attend?

8. Theme

9. Speakers

12. Agenda

13. App

14. The AMAs

17. 2017 panel of judges

20. Venue

22. Location

23. Travel

24. Accommodation

25. Attendee quotes





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home

Do you create or use customer stories?

Are you involved with customer reference or advocacy programmes?

Do you sometimes think you’re the only person that works in this space?

You’ve found home.

An annual event, Advocate Marketing Academy is one very special day in the diaries of those creating or using customer stories.

You will learn how to do it better, be more prepared for the future, and will realise you are in fact part of an open, supportive community.

AMA; truly international but with a European, and specifically British, feel.





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welcome

https://vimeo.com/226888596/c01c1c2ba8





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previouslyat the academy...




Small size (stacked) use when logo is being used smaller than 200 pixels in widthADVOCATEMARKETINGAC A D E M Y

10

ADMIT ONE

Largest and longest-running specialist EMEA event

8 awards; industry and personal recognition

Peer networking - humans talking to humans

Specialist, relevant, useful content and takeaways

>80 high-quality attendees - your peers

One remarkable day; intensive and inspiring

>30 tech companies - your community

European vibe, global view

A self-contained theatre/arts venue

9 speakers; peers and experts; real-world stories

Conveniently located in the UK’s Silicon Valley

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why attend?advocate marketing academy europe 2017





mind • Sessions

• Peer presentations

• Stimulation

• Access to AMA knowledge base

spirit • Networking

• Inspiration

• Problem sharing and halving

• The AMA awards ceremony!

body • Breakfast

• Elevenses

• Networking lunch

• Afternoon tea

• Drinks reception

pricing This year we’ve gone PWYTIW; YOU decide the value of AMA and your company pays accordingly; from £0 to £500 plus vat*.

It’s the same experience no matter how little you can contribute. Client-side only, and subject to approval.

ADMIT ONE

*We know the event has some value! If needed, the free ticket is an option for current inEvidence clients only.

get tickets

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ama europe 2017the european event with a global view

https://www.eventbrite.co.uk/e/advocate-marketing-academy-europe-17-tickets-33117392011?aff=erelexpmlt#tickets





I’ve been coming along to the academy for a few years now. It really sets me up for the year. We get to hear loads about best practice, not just from other organisations but also our peers.

It’s really refreshing to know whether you’re on the right track, if there’s something that you can take back to the business to deploy over the coming months and what sort of traction you can make.

It sells the art of the possible.

claire grove customer advocacy lead | microsoft

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theme

get relevant!The rise of advocate and account-based marketing, unprecedented changes in content consumption, and issues obtaining budget and kudos. All these point to the need for our programmes to be more relevant and for us to become drivers of change.

Great programmes adapt quickly, staying relevant for customers, colleagues, and businesses.

At AMA Europe ‘17 you’ll be inspired by creativity, glimpse the future, and see first-hand how your peers make their programmes relevant; real examples from some of the best in the industry.

Actionable insights to take back to your organisation.

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clara westawayinvention consultant

Clara is co-founder and creative director of London based design and invention consultancy, Special Projects. She is a spirited design thinking speaker and visiting senior lecturer at the Royal College of Art and at Queen Mary University of London and a faculty member of Oxford University Said Business School OSLP.

david smith futurologist

David is a leading strategic futurologist who combines the experience gained from a 35 year IT and business career with strategic visioning to help organisations better prepare for the future. His career has spanned European and US corporations.

He is a much sought after keynote speaker and is the author of many works on embracing change and the drivers of change.

eileen d’ippolito director, customer marketing at citrix

Eileen is Director, Community and Customer Marketing at Citrix. In her role, Eileen is responsible for the global Citrix User Group Community (CUGC), as well as the customer advocacy programmes including the Citrix Innovation Award, Customer Council and the creation, management and distribution of customer story assets across all sectors and geographies. Her programme won Sirius Decisions’ 2015 Programme of the Year in ABM.

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speakers





farhad ghoreishisolution marketing / customer first program director

Farhad is the Solution Marketing and Customer First Programme Director for Aruba, a Hewlett Packard Enterprise company. As well as pioneering the use of creative video customer stories, until recently, Farhad also managed the Networking Customer Experience Centre in EMEA. His focus now is to help Aruba to articulate its vision in new and relevant ways, whilst ensuring it is closely aligned with its customers’ business objectives and outcomes.

gary barnett industry analyst

The belief in magic. Gary leads the End User Advisory for Global Data, with responsibility for developing the firm’s research programme and offering.

He has worked as an analyst, software engineer, CIO and consultant over three decades. Over this time, he has advised end-user organisations from the public, defense and private sectors on IT strategy, enterprise architecture, and the internet of things amongst others.

mariellen couppee global customer success stories

Mariellen leads the global initiative for Customer Success Stories for Honeywell Aerospace, based in Phoenix Arizona. These stories include video, digital, social and print components which parlay across communications, enable sales, and increase brand awareness. Her 30+ year experience as a creative, producer and executive span startups to Fortune 100 companies, with the past 20 years dedicated to aviation. She sits on FAA working groups, is a safety presenter, pilot, instructor and aircraft owner.

speakers

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melissa talbotadvocacy consultant

Melissa is Deputy Managing Director of inEvidence and has been a customer advocacy specialist for 15 years, working alongside all manner of global organisations. In addition to everything customer reference and advocacy shaped, for the last ten years Melissa’s focus has been on human-to-human marketing. Prior to becoming a specialist in this space Melissa’s background is in business-to-business PR and communications.

robin hamilton advocacy consultant

Robin leads inEvidence, helping some of the world’s biggest brands activate their happy customers; closing more business, more quickly. Before inEvidence, Robin ran the HP customer reference programme. Seeing the business impact of advocacy, he has spent the last fourteen years helping to drive the discipline forwards. Robin’s infectious enthusiasm makes him a regular conference speaker.

nikki dilley senior mktg director, corp. programs & ABM

As senior marketing director for Amdocs, Nikki has established and manages a leading world-class Global Customer Advocacy Program. Using the power of ABM the program drives sales enablement and is recognised by senior management as pivotal in identifying and building strong customer relationships.

Nikki’s success delivers a program based on partnership; showcasing mutual success.

speakers

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9 10 11 12 13 14 15 16 17

8:30 - 9:25 Arrival, registration, get the AMA app running Coffee, pastries, app support, mingle and meet

9:25 - 10:00 Session 1 Robin Hamilton - inEvidence Welcome, plans for the day, Industry update

10:00 - 10:40 Session 2 David Smith - Futurologist First we do things differently, then we do different things!

10:40 - 11:10 Session 3 Mariellen Couppee - Honeywell Aerospace The Connected Customer Story

11:10 - 11:40 Networking breakChat with friends, make new ones, meet inEvidence

11:40 - 12:10 Session 4 Farhad Ghoreishi - ArubaFive reasons to invest your time, not just money, in video stories

12:10 - 13:10 Session 5 Eileen D’ippolito - Citrix Workshop - Customer story content strategy - formats and channels

13:10 - 14:00 Networking lunch Eat, meet, greet. Have a go in the green screen studio!

14:00 - 14:30 Session 6 Nikki Dilley - AmdocsThe proof is in the Pudding!

14:30 - 15:00 Session 7 Gary Barnett - Global Data Keeping it Real: Authentic Story Telling

15:00 - 15:20 Quick break!A quick cup of tea and then get in the party mood for the AMAs!

15:20 - 15:50 Session 8 Clara Westaway Empathy, Context and Magic

15:50 - 16:00 Session 9 Peter Barton - inEvidence A quick review of the of the day’s highlights

16:00 - 16:50 The AMAs hosted by Melissa Talbot & Robin Hamilton The Academy Awards! Competition is hot; who have the judges selected?

16:50 - 18:00 Schnapps, Snaps, and Canapés Relax after a full, fun day; a glass of something nice, photo fun





agenda

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appA year’s worth of customer reference/advocacy networking, not simply a day’s digitisation of the agenda




Small size (stacked) use when logo is being used smaller than 200 pixels in widthcontent • Event information

• Agenda

• Session reminders

• Session feedback

• Attendee details

• Discussions

• Polls

• Social posts

• Photos

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app

https://itunes.apple.com/us/app/id1148156805

https://play.google.com/store/apps/details?id=me.doubledutch.sbvtv.advocatemarketingacademy

https://app.eu.doubledutch.me/#/b924c708-ead5-4b3a-9133-7f51208fa7cf/events/77fa2272-0f05-419d-ae6e-dcd5bdb09296

the amas

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aboutThe AMAs have been created to showcase excellence in customer advocacy. Now in their second year, they will feature work from around the world.

They’re organised by inEvidence, the world’s leading customer advocacy specialist.

They are judged by a panel of independent, respected, industry experts. The awards will be held on October 10th at Advocate Marketing Academy Europe ’17.

We’d love you to come, there will be cocktails and nibbles.

We believe it’s time to celebrate great work. We’d love you to be involved.

Check out the awards microsite HERE




Small size (stacked) use when logo is being used smaller than 200 pixels in widthcategories • Most-admired programme (top award)

• Recruitment campaign

• Best use of video

• Best written content

• Innovation

• Best use of social media

• Advocacy programme

• Reference Rockstar

the amasay...em...ays

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most-admiredThere are programmes that just stand out from the crowd; great work that deserves recognition. It’s not one isolated initiative, it’s the whole package. This, the top award, is selected by the awards panel.

recruitment campaignNot just numbers. We want to see planning and intelligence behind the recruitment; why have you recruited these customers, and how are you using them?

best use of videoBest use of video for customer storytelling and we don’t just mean ‘most expensive video budget’. What is it about this video story that’s exceptional?

use of socialSocial as a tool to recruit customers. Social as a means to create content or social as a platform to spread great stories. How have you used social to strengthen your advocacy programme?

innovationWe don’t want new for the sake of new, we want new that has made a difference. Examples of innovation that have moved your advocacy programme forward.

reference rockstarAn individual who has made a difference in the world of customer advocacy. Could be a creator, a reinvigorator or someone who has elevated the discipline of customer advocacy. This person is an example to us all.

best written contentBest use of the written word for customer storytelling.

What is it about this written story that’s exceptional?

best programmeThe best advocacy programme of 2017. we’ll be looking at how the programme identifies and interacts with advocates. We want to see a programme that is making a difference within an organisation. And we want to see impact.





categoriesmany ways to win

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One of the nicest parts of putting together the AMAs is interacting with some of the most influential and experienced thought leaders in this space.

We’re both pleased and proud to announce our line-up for this years’ awards judging panel:

• Abby Atkinson

• Casey Hibbard

• Claire Grove

• Cynthia Hester

• Louise Jefferson

• Pascale Royal

• Umesh Patel

abby atkinson senior manager, crp

A Charter Member of the CRF Hall of Fame, Abby has revolutionised the way customer reference programmes are measured and positioned as strategic assets to senior management. Abby is a member of the CRF Advisory Board and chairs the CRF Metrics Special Interest Group (SIG). She has presented several times at the Summit on Customer Engagement and Customer Reference Forum.

2017 panel of judges

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casey hibbardauthor of ‘stories that sell’

Since 2001, Casey has written and managed more than 1,000 customer stories. The author of the first book on creating, managing, and leveraging customer stories, Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales and Marketing Asset, Casey has crafted compelling stories for dozens of companies. She also trains writers and organisations on effective customer-story capture.

claire grove customer reference and advocacy leader

Claire believes customer referencing and advocacy is more than a 2-page ‘challenge, solution, benefits’ case study, and the value proposition to the customer has to be more than promising to highlight them as ‘innovative leaders‘. Unapologetically passionate about a customer centric strategy, Claire tells customer stories - their vision and approach, the benefits to them and their customers, with tech as the enabler, in ways that add impact to both organisations.

cynthia hester director, customer advocacy

A passionate story teller and marketing innovator, Cynthia leads the Customer Advocacy programme at Salesforce. With more than twenty years’ experience in global marketing, strategic planning, communications and business development, primarily in the technology arena, Cynthia takes a holistic approach to customer advocacy. This includes peer insights, thought leadership, personal brand amplification and storytelling.


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louise jefferson senior associate ITSMA europe

Louise is a senior marketing professional with over twenty five years’ experience in the IT sector. In her role at ITSMA Europe, she specialises in helping companies to create new insights; identify and prioritise opportunities for growth; and accelerate accounts through Account Based Marketing programmes. Louise is also a mentor on the ABM Certification Programme and a judge for the ITSMA Marketing Excellence Awards.

pascale royal senior manager, global advocacy programs, citrix

An award-winning advocacy expert and 2016 ‘Reference Rockstar’ winner, Pascale is responsible for developing and managing c-level marketing programmes at Citrix, including the Citrix Customer Council and the annual customer and partner Innovation Awards. The customer advocates participating in Pascale’s programmes have generated over $500 million in revenue influence since 2014.

umesh patelhead of global customer reference programme, fujitsu

For the past 5 years, Umesh has headed up the global customer reference program for Fujitsu, creating creative content and demonstrating value of Marketing to the business. Umesh is an experienced marketer across all aspects of the marketing mix from market and competitor intelligence to demand gen and awareness campaigns as well as working with the advocacy and bid marketing teams to support opportunities in both the private and public sectors.


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venue





Norden Farm is the prefect mix of old and new; an 18th century long barn and state-of-the-art theatre, with top of the range technical specifications including a cinema-sized Sony 4K digital projector, full lighting rig and superb acoustics.

It’s going to be the perfect venue for AMA Europe in 2017; allowing for expansion but keeping an intimate British feel.

norden farm centre for the artsa theatre experience; mixing the old and new

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locationat the heart of the thames valley, the UK’s Silicon Valley.Altwood Road, Maidenhead SL6 4PF

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Maidenhead Paddington

Heathrow

LondonBrentford

Stockley Park

Slough

Winnersh

Reading

Bracknell

AMAEUROPE 2016

M4J8/9

M4J11

M40J4

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Norden Farm centre for the arts is located on the west side of Maidenhead, approximately 1.5 miles from the town centre.

Travelling by car, the venue is located just off the M4 junction 8/9, which is 20 minutes from Heathrow or Reading.

By train, Maidenhead station is 35 minutes from London Paddington and 50 minutes from London’s Heathrow airport.

traveleasy access from M4 and M40, Heathrow and London Paddington

To Junction 4M40

AltwoodSchool

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AMAEUROPE 2017





Holiday Inn Maidenhead 1 mile away c. £170 ($240) per night

Premier Inn Maidenhead 1.6 miles away c. £90 ($130) per night

Travelodge Maidenhead 1.9 miles away c. £105 ($150) per night

Fredricks Hotel and Spa 1.3 miles away c. £170 ($240) per night

Sanctum on the green 4.2 miles away c. £100 ($140) per night

Hurley House Hotel 2.8 miles away c. £190 per night

Compleat Angler 5.3 miles away c. £188 ($265) per night

Olde Bell Hurley 4.1 miles away c. £107 ($150) per night

hotel guideeasy access from M4 and M40, Heathrow and London Paddington

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The AMA Europe event has been fantastic. I was privileged enough to be asked to speak this time, which I was very happy to do, and I look forward to coming next year. I love that we get to share experiences at a peer level and it’s very open, very honest, and people are very happy to share.

andrea clatworthy head of account based marketing | fujitsu EMEA

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To me, the value of AMA Europe is sharing best practices and also realising that many of us are facing the same challenges, sharing ways to approach those challenges, and where other programmes are being successful.

katherine poole director of marketing communications | red hat

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This is the first time I have been to AMA Europe. I’m loving being able to interact with other people in the field, understand their challenges and how they’re overcoming them in this industry.

lydia raven marketing manager | salesforce.com

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I go to a lot of industry events and this is one of my favourites.

I travel all the way from the States over to London for it and the thing that I find about this event is that the calibre of people that attend is higher than other events.

I’m interacting with my peers. These are managers and directors of reference programmes at big technology companies; the people that I want to interact with.

lee rubin senior manager, global reference program | citrix systems, inc.

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It’s important that you interact with people that are your peers; people who are in similar industries, have similar constraints or challenges, whether that be budget, resource, global remit, or the way that technology is changing.

It’s great to get those insights, rather than be siloed in your own world and to get some really creative ideas and discussions going, not just from a reassurance perspective, but also ideas that you can actually bring into your programme.

nadia nizarhead of influencer relations, europe | ensono





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The value of this event is being able to meet with like-minded individuals, professionals in our industry, being able to share best practice.

Learning is also a very important part, and being aware of what technologies, the key drivers, what is really influencing our programmes today, and how we can then work and think about bringing those in to our own programmes as well.

john bradshawglobal product manager | honeywell aerospace





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I’ve been coming to these events pretty much since they first started. And for me it’s a brilliant chance to get to meet with other reference pros. It’s almost like therapy.

Sometimes you sit there, isolated, trying to get references for sales and marketing, with a lot of challenges. And sometimes you think, ‘What am I doing wrong? How can I do things differently?’

By coming to this event and meeting with other reference pros from the industry, you realise you’re not the only one. You’re not alone. And you also get some great best practice tips to take back to the office.

emma hallEMEA software services marketing manager | hewlett packard enterprise





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I always come away with my head spinning with ideas. If I can take just a few of them away and start implementing them, it makes attending the event worthwhile.

umesh patel head of global customer reference programme | fujitsu





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here’s to another great academy

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AMAEUROPE 2017

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