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Marketing Horizons

The CIM Northern Conference, now in its eighth year, will once again offer exceptional learning and networking opportunities.

This year's theme is marketing horizons and we'll be looking at current marketing best practice and what is around the corner. With two keynotes and a choice of nine workshops, streamed to cater for all levels of marketing experience, this is one event you won’t want to miss!

There will be three workshop sessions during the course of the day, with each session offering a choice of workshops in the following categories.

Explore – for those with little or no marketing experience; SMEs, students etc.
Evolve – for those developing their marketing skills; SMEs, students, practitioners etc.
Excel – for those looking for the next step up with more in-depth understanding; Practitioners, senior managers, lecturers etc.

You’ll be able to attend one workshop per session pertaining to your skills and knowledge.

15 May 2018


Ramside Hall Hotel & Golf Club
United Kingdom


08:30 Registration and refreshments Tea, coffee and Danish pastries
09:30 Welcome Andy Crane
09:35 Keynote speaker - Digital Transformation Scott Allen | CMO at Microsoft UK

I come to work every day with the mindset of how digital transformation can help individuals and organisations to achieve more and have the pleasure of working with a large number of companies, schools, higher education and public sector organisations. Digital Transformation is all about the here and now and I get to look at it from how we do that internally within Microsoft and how we help our customers and partners on that journey. As part of my digital transformation mindset I have been working hard in the last 2 years driving Microsoft UK’s Modern Marketing Transformation. My presentation focusses on what I mean by Modern Marketing and aims to tell the story covering: 1. Setting the scene around digital transformation 2. Modern marketing – what is it all about? 3. Insights: "the new muscle of modern marketing" - start with the insights as too many only end with them 4. Getting the attention of your audience in a digital world is harder than ever. The notion of "1 by 1 marketing" 5. Don’t forget your team in your modernisation journey 6. 5 key things to take away
10.30 Coffee break Tea, coffee and biscuits
Workshop one
10:45 Explore: Increasing productivity with MS Office: What every user should know (but probably doesn't) Chris Steele | IQ-IT

MS Office is crucial to all areas of business and one of the most important ‘work tools’ yet most users are self-taught and as a result do not use the software correctly. During the workshop, Chris will demonstrate a wide range of simple skills and shortcuts that all MS Office users should be aware of to improve communication, automate everyday tasks, streamline processes, enhance collaboration, increase quality and save time.
10:45 Evolve: How can AI and Blockchain disrupt Digital Marketing? Sara Simeone | Wakelet

In this workshop delegates will have the opportunity to develop their knowledge and brainstorm ideas on how to leverage blockchain and Artificial Intelligence (AI) for their own digital marketing strategy.
10.45 Excel: The Journey to There Ian Murray | Futuremade

The Journey to There is a simple tool that takes the fear out of strategic planning. This session will walk you through the process of visualising the future and creating a clear road map that identifies the objectives, the potential obstacles, and the distance between where you currently are and how far you need to go to get “THERE.” With it are the “Hows” that everyone involved can participate in creating – therefore making it “real” to the individual contributor and inspiring ownership.
11:45 Lunch Chilli Con Carne, Vegetable Pasta Bake and Fish & Chips with a fresh fruit platter and assiette of mini desserts, tea and coffee
Workshop two
12:45 Explore: International Marketing for manufacturers Stephen Lloyd | Richard Gay | John Bignall |Simon Crosby | Mark Sutherberry

This session will provide advice and guidance for organisations looking to export. Starting with a general overview on the theory of international marketing, then illustrated by an entrepreneur who has been there and done it many times, coupled with key hints and tips from the Department for International Trade (DiT) and the Manufacturing Technology Centre, and concluding with a Question and Answer session for the audience to quiz our experts.
12.45 Evolve: Instagram: Making your brand Instafamous Tanya Hemphill | WeDisrupt

In this thought-provoking and practical session, digital marketing expert Tanya Hemphill will be looking at Instagram strategies followed by different brands and provide examples of best practice.
12.45 Excel: Advertising: the stuff all marketers should know Scott Boyes | Dentsu Aegis Network

Advertising is one of the most important tools that any marketer has in their armoury; highly effective advertising helps build strong brands, and will drive sales today as well as driving long term, sustainable, profitable growth for your company for years to come. Yet billions upon billions of pounds are being wasted each year on ineffective and inefficient marketing communications, and marketing budgets right now are probably under more pressure from the CFO than at any time since the last recession. What on earth is going on? In an era obsessed by the promise of Big Data, distracted by the ability to adjust campaigns in real time, preoccupied with audience fragmentation and microtargeting, and seduced by the siren song of emerging tech, have marketers lost sight of the bigger picture? This session aims to shine a light on the effectiveness evidence already available and help you make better and more informed decisions.
13.45 Tea break Tea, coffee and biscuits
Workshop three
14:00 Explore: Its all about behaviour, geo-location and psychographics David Edmundson-Bird | Manchester Metropolitan University

In this workshop, delegates will explore the opportunities that Digital creates when marketers abandon age, gender, income and education as ways to identify target audiences for communication and engagement. The session will look at: - The different kinds of behavioural targeting you can explore (and explore the concept of intent); - How you can use geo-location as a way to understand situation; - How you can explore psychographic qualities to understand the context of potential audiences
14:00 Evolve: 10 steps to planning your first Inbound Campaign Christina Hamilton | GJW Direct

Creating a connected customer journey across all channels is now vital to engaging and retaining consumers. However, most companies find it challenging to create a single view of the customer which is compounded by the noise coming from multiple channels. In a recent Hatchbuck poll, 74% of marketers cited “saving time” as marketing automation’s biggest benefit, followed by 80% of businesses reporting that marketing automation increased the number and quality of leads delivered. It's safe to say marketing automation has easily earned its reputation as a transformative tool. This workshop takes you through 10 easy steps to get you up and running and planning your first Inbound campaign
14.00 Excel: Three challenges for Marketing Directors Andrew Davis | Just3things Ltd

Andrew has spent the last 20+ years working closely with marketing teams and knows how to maximise the return for organisations. In this session he will spend time working with delegates discussing three things that executives responsible for marketing strategy are wrestling with and how working with sales directors and their teams really works. The three challenges are: Who owns marketing? How is marketing automation changing behaviours? and How to get sales to open up and work with marketing.
15.00 Tea break Tea, coffee and biscuits
15.15 Keynote 2: Give Your Brand A Voice David Low, Principal Evangelist | Amazon Alexa Skills Kit EU

David Low is Principal Evangelist for Amazon’s Alexa Skills Kit (ASK) in Europe, working with developers to create new and innovate experiences around voice. David has held several technical leadership roles during a career spanning almost 20 years, and, prior to joining Amazon, created and led the Developer Relations team at Skyscanner. David has a passion for early adoption of technology, with a particular interest in digital media, and has a track record of working with partners to develop new products, including Skyscanner’s bots and voice services, and Scottish television’s STV Player.
16.10 Closing remarks
16.30 Event finishes


  • Google
  • Futuremade
  • Foot Anstey
  • Just3things Ltd


Ramside Hall Hotel & Golf Club



United Kingdom




Ramside Hall Hotel are offering a special B&B rate of £105.00 per room for CIM delegates who wish to stay at the hotel prior to the conference. Rooms are subject to availability and are offered on a first-come, first-served basis. To book please call the hotel on 0191 3865282.


Contact us

If you have any questions about Northern Conference 2018, please contact us:

Tel +44 (0)1628 427340 | Email cim.events@cim.co.uk

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