about ama

It's back, and better than ever. THE European customer reference and advocacy marketing event built with love, for the community, by the community.  

This year, AMA is all about education. It is the go-to event for client-side advocate marketers, customer reference program managers, or any customer storytellers who are looking to raise their game in 2020.

With attendees from across the world and impressive networking and best-practice sharing, this year we have more speakers and content than ever, plus opportunities to get hands-on with story creation. 

Admission is by ticket only. For client-side marketers, please support some of the cost of staging AMA by purchasing a Bronze or Silver ticket. If that’s not possible right now, then grab a free ticket or three with our compliments.

brought to you by inEvidence

inEvidence are the customer storytellers. A full-service, specialist B2B customer reference/advocacy agency, specialising in written, video and mobile-optimised customer stories, setting up and managing programs.

Around 14 years ago we realised EMEA customer references/advocacy pros, or marketers that use customer stories as part of their mix had nowhere to meet, share and learn. Often they believed they were alone. So the Academy was born and from an initial dozen of us around a dinner table, the Academy has grown to an international event; a community of which we are very proud.

inevidencecrp.com

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

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 BRADSHAW
HONEYWELL AEROSPACE

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 BRADSHAW
HONEYWELL AEROSPACE

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

why attend?

Largest and longest-running specialist EMEA event

>30 tech companies - your community

1 remarkable day; intensive and inspiring

>80 high-quality attendees - your peers

Specialist, relevant, useful content and takeaways

A self-contained theatre/arts venue

European vibe, global view, no need to visit the US

Conveniently located in the UK’s Silicon Valley

9 speakers; peers and experts - real-world stories

Peer networking - humans talking to humans

speakers

claire
grove

Customer Advocacy Director, ServiceNow

Claire is a seasoned advocacy professional, having run programs for Salesforce, Juniper Networks, CenturyLink and Microsoft in the past. Now she’s bringing her passion for customer storytelling and developing mutually beneficial and measurable customer advocacy to ServiceNow. As part of the Global Customer Advocacy team, with a focus on EMEA, Claire’s priority is to build stories that benefit both the customer’s and ServiceNow’s goals.

bev
burgess

Senior Vice President, ITSMA Europe & ABM Practice Leader
Bev is an industry expert in marketing business services in the technology sector. She is best known as an authority on account-based marketing (ABM) having jointly developed the approach with several clients back in 2003. In addition to running her own strategic marketing consultancy and leading the IT Service Marketing Association’s (ITSMA) European operations, Bev has held senior marketing roles at Fujitsu, British Gas and Epson.

stefania
cugini

Director, Customer Programs EMEA, VMware

With 25 years of experience working within leading global technology companies, Stefania is a passionate customer advocate. Telling great customer stories that enhance customer experience and loyalty and drive an integrated audience-relevant marketing approach is the driving force behind Stefania and her team’s work.

yvette
tardiff

Director, Customer Evangelism, MongoDB

Though she began her career in design, Yvette found her home in technology seven years ago when she joined Riverbed. As the global lead of Riverbed’s customer programs, Yvette was responsible for customer success stories, creating opportunities for customers to network and showcase their thought leadership, and managing the global customer advisory board. Now Yvette has taken this customer marketing expertise and passion for customer storytelling to MongoDB.

nina
davies

Senior Services Sales Executive, Microsoft

After working in Services sales for over 35 years at technology giants such as Microsoft, IBM and DEC, Nina has a deep understanding of what customers expect from their interactions with global tech brands. She is passionate about the importance of building a rapport with customers and how advocacy and customer stories can play a vital role in this process.

mark
larwood

Mark Larwood, Head of ABM, Advocacy & Vertical Marketing, O2 Business

Mark has more than two decades of B2B marketing experience and has worked with brands small and large, including Philips, Atos, and now O2 Business. An early advocate for ABM, Mark is convinced that the only way companies can build sustainable long-term advantage is through greater insight and knowledge about what makes customers tick and what will make them buy.

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 program. 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.

melissa
talbot

Advocacy 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.

panellists

mike
oliver

Senior Marketing Programs Manager, Cloud Services, Hitachi Vantara

Mike Oliver currently has global responsibility for the creation and execution of demand and awareness generating programs for Hitachi Vantara Cloud Services. Mike has led field, channel, product, and advocacy marketing programs throughout a career that started (a long time ago) in marketing agencies and continued through a number of tech start-ups, to Citrix and SAP.

jason
short

Business Development Director,Transcend Packaging

Not only is Jason an expert in print and packaging with over 30 years working in the industry and sitting on the advisory board of one of the largest packaging manufacturers in Europe, he is also a first-class customer advocate. From consuming customer stories and references to inform thousands of pounds of investment in technology, to sharing his own customer story for HP Inc, Jason has experienced customer advocacy from every angle.

nina
davies

Senior Services Sales Executive, Microsoft

After working in Services sales for over 35 years at technology giants such as Microsoft, IBM and DEC, Nina has a deep understanding of what customers expect from their interactions with global tech brands. She is passionate about the importance of building a rapport with customers and how advocacy and customer stories can play a vital role in this process.

hands on

workshop

Maximising event outcomes

Join our team for an interactive session on getting the most out of your next event; from pre-planning to post-event deliverables.

exam

Think you know your advocacy?

Come and put your customer advocacy knowledge to the test in full exam conditions, complete with invigilator!

agenda

08:30 - 9:25

Arrival, registration, get connected
Coffee, pastries, app support, mingle and meet

9:25 - 10:00

Opening: Robin Hamilton - inEvidence
Welcome, plans for the day

10:00 - 10:35

Session 1: Bev Burgess - ITSMA
Engaging executives to build trust and advocacy

10:35 - 11:10

Session 2: Stefania Cugini - VMware
Customer storytelling and integrated marketing.
Best practice: VMworld - a customer content-rich event

11:10 - 11:35

Networking break
Chat with friends, make new ones, meet inEvidence

11:35 - 12:10

Session 3: Claire Grove - ServiceNow
What I learned along the way

12:10 - 13:05

Session 4: Hands on - Workshop in the studio
Maximising event outcomes

12:10 - 13:05

Session 4: Hands on - Test your knowledge
Think you know your stuff? Test yourself - full exam conditions!

13:05 - 14:00

Networking lunch
Eat, meet, greet, one-word challenge

14:00 - 14:35

Session 5: Yvette Tardiff - MongoDB
Advocacy alignment - bringing it all together

14:35 - 15:10

Session 6: Nina Davies - Microsoft
The power of storytelling in sales engagements

15:10 - 15:30

Quick break!
A quick cup of tea, then finish in style

15:30 - 16:05

Session 7: Mark Larwood - O2
Account-Based Marketing and advocacy – a winning combination.

16:05 - 16:45

Panel - Mike Oliver - Hitachi Vantara, Jason Short - Transcend Packaging, Nina Davies - Microsoft
Sales, Marketing & Customer on the same sofa

16:45 - 16:55

Wrap: Melissa Talbot
Let's review what we've learned - video highlights of the day

16:55 - 17:30

Decompress
Relax after a fun, full day; a glass of something nice, class of 2020 photo!

the nominees are...

best use of video

Best use of video for customer storytelling. And we don’t just mean ‘most expensive video budget’.
Click on the thumbnails below to watch the nominated videos and select your favourite from the dropdown below!

Thank you! Your submission has been received!
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best written content

Best use of the written word for customer storytelling. What is it about this written story that’s exceptional?
Click on the thumbnails below to read the nominated content and select your favourite from the dropdown below!

Thank you! Your submission has been received!
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the venue

Norden Farm Centre for the Arts
Altwood Road
Maidenhead
SL6 4PF

Norden Farm is the perfect 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 2020; allowing for expansion but keeping an intimate British feel.

event downloads

coming soon!

2019 presentations

AMA 2019 highlights

Opening: why references are meaningless

Robin Hamilton, inEvidence

Robin Hamilton, MD of inEvidence, opens the 9th Advocate Marketing Academy Europe by explaining why references are meaningless…

Download the slides

Opening: why references are meaningless
Robin Hamilton, inEvidence

A complex route to market - an easy story to tell
Matthew Quirk, Hewlett Packard Enterprise OEM

Inspiring future storytellers
Ben Payne, Ministry of Stories

Simplify, Unify, Amplify
Hannah James, Red Hat

Everything we touch
Paula Zuccotti, Enthographer & trend forecaster

Creating change through authentic storytelling
Emily Evangelista, Micro Focus

Wrap: what we learned
Melissa Talbot & Robin Hamilton, inEvidence