While TECHNOLOGY is the underlying engine that drives any Digital Marketing Transformation, the ultimate success of that transformation relies on PEOPLE & PROCESSES.
This session will focus on sharing the practicalities & learnings to date of implementing such a transformation, based on the experience of HP Inc, which is now nearly 2 years into their journey.
The session will use the example of how this transformation has impacted HP Inc’s B2B Marketing, in particular the adoption of ABM (Account-Based Marketing).
Key learning points:
- Why HP Inc. embraced Digital Marketing Transformation?
- What we’ve done to enable that – highlighting how that is impacting our People & Processes
- What the challenges have been/are
- What we’ve achieved (& where we still want to go!)
Digital Marketing Transformation Lead for NA & LATAM
12:30PM - Day 1