HFS Research presents

    CMO & Influencer Masterclass | Effective influencing in a hyper-connected economy

Date: April 29, 2019
Time: 6pm-9pm
Venue: Chartered Accountants Hall
Address: One Moorgate Place, London EC2R 6EA
Chairman: Phil Fersht, CEO & Chief Analyst, HFS Research
Theme: Effective influencing in a hyper-connected economy
Concept: An event for CMOs and Analyst relations leaders

Effective influencing in a hyper-connected economy

As we hurtle towards the hyper-connected economy, HFS Research is examining the current and future roles of the CMO and Analyst relations team within the business and IT services space.

In this Masterclass, Phil Fersht, CEO & Chief Analyst, HFS Research, will moderate two panels to first examine how Chief Marketing Officers are setting the agenda, in terms of analyst relations management strategy, and second, to look at how the art of influencing has evolved in a climate of fake news and an increasing number of social media stakeholders.


Panel 1: Guerrilla Marketing Evangelists: Setting the agenda

Cliff Justice, Partner, KPMG
Joe Hogan, SVP & Head of Global Advisory & Analyst Relations, HCL Technologies
Emma Beaumont, Chief Marketing Officer, AntWorks
Antonia Wade, Chief Marketing Officer, Capita
Pat Geary, Chief Evangelist, Blue Prism
David Poole, Co-Founder & CEO, Symphony


Panel 2: Influencing the industry

Caroline Crouch, Head of PR and Media, Atos
Tom Reuner, Head of Strategy & Former Analyst, Arago
Miriam Deasy, Principal Analyst, Advanced Digital Services, Ovum
PLUS a mystery analyst


Over the course of these two panels, we will address the following questions:

1. Who is influencing technology and services decisions in today’s market? How is this changing now and in the future?
2. How should smart marketeers manage analysts or influencers in today’s environment? How is it changing?
3. Should there be a different strategy for dealing with traditional market analysts versus other market influencers, such as bloggers, twitter celebs, consultants, independent analyst boutiques?
4. How can marketers communicate more effectively in today’s noisy business environment? What channels to market are gaining/losing efficacy?


Phil Fersht

CEO & Chief Analyst, HFS Research

Phil Fersht is a world-renowned analyst, writer and visionary in emerging technologies, intelligent automation and robotic process automation software, digital business services, and the transformation of enterprise operations to drive customer impact and competitive advantage. Fersht coined the terms “The As-a-Service Economy” and the “Digital OneOffice”, which describe HFS Research’s vision for business operations and…

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Chartered Accountants Hall

1 Moorgate Place