Blog

Our mascot, Frellie, looks out over Dubai
Our mascot, Frellie, looks out over Dubai

Fresh Relevance at the IBM Marketing Conference in Dubai

Fresh Relevance were invited to IBM's Marketing conference in Dubai last week, as the only external presenter. Hurriyah Dhanse, our Head of Account Management (LinkedIn), shared her expertise on recovering revenue with marketing automation.

I caught up with her to find out more about her experience.

How have you found Dubai?

It’s a place that never fails to surprise, and a place that you can never get enough of. There is a certain ambience about the Middle East, the Arabic culture, the diversity in people and the architecture.

You somehow get lost in your thoughts as you are always presented with new things which lead to new ideas.

What was the highlight of your trip?

I used to work with these guys and Fresh Relevance has supported IBM Marketing Cloud (formerly Silverpop) for quite a while, so being given the opportunity to present at the conference was most definitely the highlight. As you prepare your presentation, arguably thinking about how people will embrace what you are going to say, I felt so excited to be sharing new things, new ideas.

A gentleman came up to me after and complimented my work; he said “I took most notes in your session today - lots of things that I need my team to do when I get back to the office.” There is nothing more rewarding than being in the role that I am in.

I loved talking about what I feel most passionate about, email. I love all things email - especially automation and how you can really enhance customer experiences based on what you are currently doing with minimal effort. Can you guess what I spoke about?

How was the IBM Conference?

I love meeting new people and learning about how they are advancing in their marketing efforts through the use of email. It was also great to reconnect with some old clients of mine, and meet the IBM Marketing Cloud team.

Are there any takeaways you would like to share?

Can I pick my two favourite trends for 2016? The ones that really stood out for me were the ones that I not only could relate to, but also feel really passionate about.

  1. A connected customer experience has become increasingly critical for companies. It is really important to understand what your customers want even before they know.
     
  2. Retargeting is reaching unprecedented levels of cross-channel sophistication. This presents exciting opportunities for us as a business. Fresh Relevance keeps you in control. Who wouldn’t want to be in the driver's seat?

Huriyyah Dhanse, Head of Account Management
Huriyyah Dhanse, Head of Account Management

Anything else you would like to add?

There was a lot of hype around the Dubai Expo 2020, and the underlying theme was around connecting minds and creating futures, with three sub themes of mobility, opportunity and sustainability. Dubai are aiming to showcase the challenges we face every day and how they can adequately address these.

We can apply this into practice and to our roles as marketers. Let’s not wait until 2020, let’s start now! Let’s make a difference and face the challenges that we face in our day to day marketing roles. Let’s put our feet in our customer's shoes and personalize at every digital touch point we can. I will leave you with a final thought as a saying comes to mind, "You are confined by the walls you build yourself".

Don’t hold back.

Verified IBM Business Partner Mark

IBM PartnerWorld > Global Solutions Directory > Fresh Relevance

Want to find out more?

Contact Us →