Cristina has more than 17yrs of B2B cybersecurity experience, building a vibrant global community of more than 1,000 engaged cybersecurity advocates over the last five years. Read about their superpowers in Cristina’s Security Heroes blogs via the LinkedIn #SecurityHeroes hashtag. She has won two awards in 2023: The Base “Top 100 Customer Marketing & Advocacy Influencers,” and “The Ones to Watch in 2023″ by the CMAA.

Art and Science Unite: Six Inspiring Tactics to Unlock the Hidden Treasures in Your Customer Case Studies

This session unveils a consolidated approach invented by Cristina to maximize the potential of customer case studies and engage with a challenging audience when you have limited resources. If you’re under the impression that promoting your case studies should only begin in post-publication, you might miss out on attracting unique visitors to your case study webpage. Discover how Cristina transformed a conventional success story into a grand opportunity to lay a robust foundation for continuous advocacy and how she measures these results in an impactful way.

As Senior Customer Reference Manager, Michael has spent five years at Red Hat helping a variety of stakeholders tell stories about open source technology.
In his current role, Michael helps define content strategy for Innovators in the Open, Red Hat’s customer advocacy program, with a focus on how unique personas interact with customer stories as well as data and analytics for the program.

Data-driven insights drive modular customer storytelling at Red Hat.
Red Hat marketing is in the midst of a data-driven transformation, with renewed customer focus at the center of our strategy. To support this journey, the Red Hat customer reference team has been redefining what it means to be a customer advocate. From new content types, to new ways of injecting content into marketing across the business, customers are core to the Red Hat story. In this session, Michael Johnson, Senior Customer Reference Manager, Red Hat, will discuss the intersection of data and creative focus that guides our reference strategy. He will cover how the team moved from mainly creating in-depth case studies, to a wide library of content, how we enable customers to learn from each other through advocacy events, and how the entire package contributes to customer success for Red Hat. Michael will also outline how data and performance help the team learn lessons and grow as they plan and implement these strategies across a large, cross-functional marketing organization 

Cristina has more than 17yrs of B2B cybersecurity experience, building a vibrant global community of more than 1,000 engaged cybersecurity advocates over the last five years. Read about their superpowers in Cristina’s Security Heroes blogs via the LinkedIn #SecurityHeroes hashtag. She has won two awards in 2023: The Base “Top 100 Customer Marketing & Advocacy Influencers,” and “The Ones to Watch in 2023″ by the CMAA.

It’s live! Now what? Tips and tricks on extending case study life beyond the website

Tobi leads global strategy and activation of agency partnerships for LinkedIn Marketing Solutions (LMS). He is passionate about creating brand-engagement-enhancing experiences, increasing customer loyalty, and driving customer acquisition. With >15 years of marketing, bizdev, and technology experience, Tobi has a proven track record of building long-term relationships, understanding challenges/ opportunities, and delivering solutions.

Captivate & Convert: The Art of Advocacy

Join us for an exhilarating session with Tobi Demuren, the acclaimed Global Head of Advocacy Marketing at LinkedIn, as he unveils the secrets of transforming customers into evangelists. Dive deep into Tobi’s treasure trove of real-world examples from LinkedIn, and leave inspired with groundbreaking insights. Don’t miss this transformative talk!

With 17 years of international sales and marketing experience in the technology sector, Nisha currently leads Customer Marketing & Brand Engagement within Salesforce EMEA for the Financial Services sector and two strategic Sports Marketing Partnerships. In this role, she designs and executes strategic marketing programs with customers to showcase top brands and visionary thought leaders.

Melissa has been a customer advocacy specialist for 19 years. Her focus has been on working with global technology organizations to build strategic, robust, and accountable advocacy programs. For the last 3 years, Melissa has expanded that knowledge to customer loyalty, support clients in the creation of customer communities that tie directly into advocacy activities.

Verity has 16 years of advocacy experience, working alongside global tech brands to help bring their stories to life. She has spent 9 years working as a video producer, interviewing customers across the globe and coordinating shoots, onsite and remotely. Verity coordinates the inEvidence video, editorial and design teams, helping to transform innovative ideas into impactful stories.

A Creative Director at faith and VCCP London, Ben is also a gamer / VR nerd. His passion is to bake human perspective into tech. Projects include building The O2 in Fortnite, and 100% Army Fit, a fitness app helping future British soldiers pass physicals. Recently, Ben has been developing generative AI models for Sage and Virgin Media O2 with the aim of accelerating human creativity and imagination.

Peter is a writer, interviewer and editor with 30 years of content creation experience. In that time he has worked across newspapers, television, live radio and events. For the past 13 years, Peter has been editor -in-chief at inEvidence. He has worked with inEvidence clients all around the world, interviewing customers in person, online, on stage and in front of camera.