Amsterdam: marketers meet at MINT Global

A new spring event – MINT Global – drew international B2B marketers to Amsterdam yesterday, for a top-level conference and valuable networking opportunities – plus a brewery tour and a canal cruise!

Organised by MINT (Marketing Innovation Networking) Global, it was focused on conquering B2B marketing in the digital world we live in – where being customer-centric, data-driven and tech-savvy is all-important and all-consuming.

Speakers were some of the greatest B2B marketing practitioners – Fraser Hynes from Millward Brown, Chris Ketley from Beechgate Consulting, Paula Murphy from Arcadis, Jenny Moseley from Opt-4 and Chris Combermale from the UK DMA, Steve Kemish from the IDM, Francesco Federico from Acer, Megan Collins from Paragon and Simon Baker from ITN Productions, and Milan Ruzicka from T Mobile.

Fraser Hynes talked about how leading B2B brands are not only getting serious about data lead marketing activities, but are realising that emotional and audience-centric messaging has a place in the traditionally product-centric B2B world.

Later in the conference, Chris Ketley said organisations need to embrace digital transformation to ensure technology, people and processes are synchronised across the whole organisation, and Paula Murphy demonstrated how a global client-side marketing team have not only delivered multi-channel excellence but how their award winning campaigns are also driving commercial gain.

Chris Combemale and Jenny Moseley discussed the GDPR legislation – helping to demystify and position this significant change, while also sharing top tips on how to approach and ready your business for the 2018 implementation.

And Steve Kemish shared thoughts on how B2B brands are combining modern inbound and outbound marketing techniques to drive leads and opportunities throughout the ‘funnel’, all underpinned by strong data foundations.