Activate Summit Europe

The conference that elevates marketing moments

London | 25 – 26 May 2022

Keynote #1

Keynote: Activate Theme + Iterable

Adriana Gil Miner • Chief Marketing Officer at Iterable

Bela Stepanova • VP of Product Management at Iterable

Mike McGuire • Vice President & GM EMEA at Iterable

Marketers today are tasked with a challenge: create a joyful customer experience that is individualized, harmonized, and dynamic. They’re asked to meet rising consumer expectations in a way that makes sense for each customer, and at scale in real-time. It’s tough. In this opening keynote, Iterable CMO Adri Gil Miner and Senior VP of Product Management Bela Stepanova walk through the ways in which anyone involved in the customer experience can be empowered to reach customers the way they expect. Closing out the keynote, you’ll hear from Iterable VP of Sales and General Manager Mike McGuire and Zoopla CMO Gary Bramall about how focusing on joy can bring bottom line growth.

Keynote #2

Afternoon Keynote with Really Good Emails

Matt Helbig • Co-Founder at Really Good Emails

Mike Nelson • Co-Founder at Really Good Emails

A good email can make a recipient happy. It can make them laugh. It can make them go “awww” if you use puppy pictures. In this interactive session, the folks from Really Good Emails will take a closer look at some of their favorite emails, show you how to bring joy in your emails, and even analyze a few audience members’ emails live.

Leverage CRM as a Hub for Strategic Customer Innovation

Tamara Castelli • VP, Data & Insights at UNiDAYS

The ways we can connect with our customers is ever growing and our hyper-informed, hyper-connected consumers means massive expectations. And this can be daunting; how to stay relevant in an ever changing environment. It is easy to get stuck in the day to day, sticking to what you know works well but how do you break this cycle and use your marketing channel to drive innovation.

In this session, Tamara Castelli, VP, Data & Insights at UNiDAYS will tell you how CRM have reinvented their purpose, leveraging their most trusted marketing channels and getting stuck into the data to unearth key strategic opportunities for growth.

Why Establishing a Customer Journey Matters

Ornella Gallo • Senior Email Marketing Manager at WeTransfer

Creating customer journeys means targeting customers at the right time with the right message. How can brands build accessible customer journeys to personalise the customer experience and skyrocket conversion while ensuring loyalty? Ornella Gallo, Senior Email Marketing Manager at WeTransfer, will walk through the process of developing customer journeys, how to think about each and every customer along the way, and why it matters.

Designing an Acquisition Journey to Encourage Retention

Indi Pollard • Growth Marketing Manager at Blockchain

While we know new customer acquisition can be more expensive than retaining existing customers, you can’t ignore it. As a brand, it’s vital to find the balance between the two—but how? Indi Pollard, Blockchain’s Growth Marketing Manager, will explain some strategies for designing an acquisition journey that not only captures the attention of new customers, but keeps them engaged, turning them into loyal customers.

Getting Ahead: Harnessing AI to Improve the Customer Experience

Katie King • Author and CEO at AI in Business

We’ve only just scratched the surface of the benefits of AI for improving the customer experience. In this session, Katie King, Author and CEO of AI in Business, will cover the current landscape and core ethical considerations you have to take into account when incorporating AI in your marketing. Drawing on insights from her book, AI Strategy for Sales and Marketing: Connecting Marketing, Sales and Customer experience, Katie will also provide practical tips for marketers and advice on pragmatic tools that help take advantage of cutting-edge technology for improved CX. Join us to learn how AI-enabled marketing automation solutions enable you to remain agile and surface deeper insights.

Humanising Your Brand for a Deeper Connection with Your Audience

Matt Crate • CEO & Co-Founder at Toucan

People are no longer interested in a nameless, faceless corporation that chooses neutrality over having an opinion—it’s inauthentic, and customers can tell. Now, customers are looking to identify the people behind the logos. Who is making the decisions? What does the brand really stand for? Toucan’s CEO, Matt Crate, will walk through what it means to humanise your brand and why it can have such an impact on building relationships and, eventually, your brand’s bottom line.

International Scaling: 5 Levers to Help You Grow Your Business Across Borders

Jen Lang • Chief Customer Officer at Secret Escapes

As businesses grow, they need to scale operations to adjust for said growth. In this session, Secret Escapes’ Chief Customer Officer, Jen Lang, will share the Secret Escapes international scaling story. Not only is it challenging to scale up a business globally, but certain industries faced new challenges in the wake of the pandemic—especially the travel and hospitality industry. Jen will walk through what that looked like for her team and how they navigated the new landscape and other implications scaling up can have for your brand.

Combining Data, Tech, and Processes for Successful CRM Marketing Automation

Adrian Gray • Director of Marketing Automation at Wolt

Wolt’s Head of Marketing Automation, Adrian Gray, will walk through three key aspects of implementing marketing automation—data, tech, and processes. For data, he’ll dive into how to get the right data the first time. For tech, he’ll touch upon identifying how tech can solve the problems you’re having. Lastly, for processes, he’ll discuss focusing on how your CRM impacts the rest of your business.

How Companies Can Use CSR in Their Marketing Strategies

Robert Mackenzie • Senior Partnerships Sector lead, Technology at Cancer Research UK

Gareth Mulcahy • Head of Product, Events and Sports at Cancer Research UK

How Tottenham Hotspur is Solving Data Chaos and Delivering a Data-Driven Fan Experience

Adam Griffiths • CRM & Marketing Operations Manager at Tottenham Hotspur

Join Michael Katz, CEO & Co-Founder of mParticle, and Adam Griffiths, CRM & Marketing Operations Manager of Tottenham Hotspur FC, as they discuss how customers can turn data chaos into data order with an adaptable, scaleable customer data infrastructure, and how Tottenham are leveraging mParticle to accelerate their time to data value and personalize the fan experience.

Impactful Email Experiences Through Inclusivity and Accessibility

Elliot Ross • Technology Evangelist, Taxi for Email at SparkPost

Representation matters. Consumers are more likely to engage with a brand when they see themselves represented and the World Health Organization states that 15% of the world’s population has some sort of disability. This means a sizable segment of your audience won’t engage if your marketing messages aren’t inclusive and accessible. While email marketers know that inclusivity and accessibility are important, they’re often swamped with a long to-do list. To bring all customers a joyful experience, however, inclusivity and accessibility need to be priorities. In this session, led by Elliot Ross of Taxi for Email by SparkPost, you will learn how inclusivity and accessibility impact your business, what it takes to implement these strategies, and the best ways to improve inclusivity and accessibility of your marketing.

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Iterable is the customer activation platform that helps brands deliver joyful experiences with harmonized, individualized and dynamic communications at scale.

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About Activate

Activate is about empowering anyone involved in the customer experience—the Dreamers, Builders, and Makers—to bring every customer a joyful, meaningful experience. Thousands of marketing experts come together every year at Activate to learn, grow, and inspire the next wave of memorable experiences for customers worldwide. Come along with us to make a lasting impact.

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