AMA EUROPE 2020
It was back, and better than ever. THE European customer reference and advocacy marketing event built with love, for the community, by the community.
2020 AMA was all about education. It was the go-to event for client-side advocate marketers, customer reference program managers, or any customer storytellers who wanted to raise their game in 2020.
With attendees from across the world and impressive networking and best-practice sharing, we had more speakers and content than ever, plus opportunities to get hands-on with story creation.
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
Customer Advocacy Leader
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
Customer 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.
PRESENTATIONS
robin hamilton, inEvidence:
2020 opening and welcome
bev burgess, ITSMA:
engaging executives to build trust and advocacy
stefania cugini, VMware:
customer storytelling and integrated marketing
claire grove, servicenow:
“if only I knew then what I know now”
nina davies, microsoft:
the power of storytelling in sales engagements
mark larwood, o2:
account-based marketing and advocacy
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The value of AMA Europe is sharing best practices, realising that many of us are facing the same challenges and sharing ways to approach those challenges and where other programmes are being successful
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The customer reference community should definitely see Advocate Marketing Academy as a very valuable. It’s a way to meet new people, network, share similar successes and challenges that we are having and help each other out
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I’ve been coming to Advocate Marketing Academy for some years now, and it really is the highlight of my year. The quality of the speakers combined with the research that we see every year, really sets me up for the year
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AMA is a great event, the content is great, the pace of the event is super, I am really enjoying it. I believe AMA is a great place to be, a great opportunity for people that are working in customer marketing, customer programmes, references, advocacy. So I am really happy I attended.
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Wow! Advocate Marketing Academy 2020 was a triumph! Not only for the lessons, ideas and inspiration… but for the opportunity to connect with my amazing peers from across the tech sector! It was a pleasure to hang out with folk who share my passion for customers, innovation and storytelling. Kudos to inEvidence for making me feel inVigorated!
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Thank you for inviting me to speak at this year’s Advocate Marketing Academy. It was a wonderful day spent with peers on one of my favorite topics – customer marketing, customer advocacy, and the voice of the customer. If you haven’t been, it was one of the best customer advocacy conferences I’ve attended – I highly recommend it next year.
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This is the first time I have been to Advocate Marketing Academy.
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 -
AMA was 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.
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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.