EMSA 2020 Session Recordings

The Changing Face of Customer Experience: Creating a Conversational Strategy

Speaker: Kat Warboys, Head of Marketing, ANZ at HubSpot

About the session: The global pandemic has dramatically changed the way people buy and, more specifically, the online experience consumers have come to expect. Conversational marketing is fast becoming the way to meet these ever-rising expectations at scale. In this session, we’ll explore how you can implement a conversational growth strategy across marketing, sales, and customer services, and the technology you’ll need to make it successful.

Earn My Attention: How to Create Content That Your Customers Want to See

Speaker: Kurt Sanders, Director of Strategy at The Content Division

About the session: Why are you doing that video? That EDM? That blog? That horrifying Tik Tok post nobody will see? Your content needs to come from a place of truth for the people consuming it. So how do you get there, and what groundwork do you need to do to make sure it delivers? In this session, you’ll learn that as much as marketing seems to have changed, it really has stayed the same. We just have more and more ways of getting there.

Unlock the Power of Personalisation: Expert Tips to Captivate Customers with Experimental Personalisation

Speaker: Alita Harvey-Rodriguez, Founder and Managing Director at MI Academy

About the session: The average adult has an attention span of just 8 seconds. Yep! Hours upon hours spent creating an email only for it all to come down to 8 measly seconds. So, how can you avoid the dreaded down arrow? You get personal, that’s how! In this session you will learn what data points you need to inject powerful personalisation into your emails, how to evolve your ‘one-size-fits-all’ automation strategy with advanced personalisation techniques and create a comprehensive framework for testing and campaign enhancement with A/B testing.

Lead Generation Campaigns That Convert

Speaker: Jessica Pantalleresco, Chief Marketing Officer at Vision6

About the session: Learn how to map out and create lead generation campaigns that convert. After this session, you’ll have actionable tips to help you maximise impact at every stage of the funnel.

Customer First Automation: The Path to Repurchase

Speaker: Mark James, Chief Strategist at Customology

About the session: Marketing automation is not a silver bullet. It’s the customer thinking and strategy that goes into it which delivers the results and kind of outcomes that marketers strive for. During this session, Mark will demonstrate that you already have everything you need to activate the path to repurchase and increase customer lifetime value through effective automation. Plus, best-practice case study of how a ‘customer first automation’ approach helped a leading brand achieve their highest ever ROAS and 50% company growth.

Data Privacy Landscape 2020: What Marketers Need to Know to Stay Compliant


Dan Pearce, Tech, Media & Communications Lawyer at Holding Redlich and
Kath Usabal, Campaign Manager at Vision6

About the session: 2020 has put an emphasis on all things digital. As businesses shift their marketing efforts to online, renewed attention has been drawn to questions around data privacy. In this session, we chat with Lawyer Dan Pearce on key data privacy regulations, updates, trends, and future predictions. We’ll also cover best practices and recommendations on how businesses and marketers can take on these changes, maintain compliance, and more importantly, consumer trust.

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