The B2B Marketing Conference 2012

Event Timetable

1. 09.30-09.45: Welcome and introduction

   Speaker: Joel Harrison, editorial & content director, B2B Marketing

   Joel Harrison

   2B Marketing, editorial & content director

   

   Joel Harrison is founding editor of B2B Marketing and is editorial director of publishing company Silver Bullet Publishing Ltd. He oversees all of the company's editorial and content activities, including the B2B Marketing magazine, The B2B Marketing Awards, the website, benchmarking reports, best practice guides, conferences and seminars. Joel is a regular speaker at events across the B2B space, and commentator on issues relating to marketing, publishing, media, branding and social media.

   Prior to launching B2B Marketing, Joel was editor of Incentive Today magazine, which he refocused on the emerging field of motivation, launching a highly successful event The Motivation Awards, recognising excellence in this area.

   Joel's career began at Incisive Research, the newsletter publishing arm of what is now publishing giant Incisive Media, where he worked his way up to the position of managing editor from editorial assistant, in charge of five titles including Financial Marketing and Financial IT.

2. 9.45-10.25: Welcome to the crazy age: A manifesto for change

   Speaker: Paul Cash, director of OTM and author of 'In remarkable we trust'

   Paul Cash

   OTM, chief zagger

   

   At 26, Paul co-founded the multi-award winning technology agency, Tidalwave and in January 2008, expanded the groups offering by setting up Hurricane Marketing as a Brand, Content and Social media agency. In June 2011, both companies were acquired by London based agency OTM.

   Paul is a passionate evangelist of B2B marketing and relentless innovator when it comes to bringing new ideas and techniques to help drive awareness and response for his clients.

   Paul is a Fellow of the IDM and Digital Council member. He has recently published his first book 'In Remarkable we trust' and was voted one of the Top 20 most influential people in B2B marketing. He has won countless creative and industry awards on behalf of his clients and is a regular contributor on the B2B circuit.

   For marketers in today's world, change is the only constant. The landscape, buyer behaviour and communication techniques are all evolving rapidly: welcome to what pioneering thinker in B2B marketing Paul Cash calls 'The Crazy Age'.

   This session will put the changes that are sweeping through marketing into context, and explain the new way that marketers need to act to ensure success in this most challenging of environments. Paul will set the context for the day ahead.

3. 10.25-11.00: Consumerisation: What we must learn from the 'other side'

   Speaker: Will McInnes, MD, Nixon McInnes and author of 'Culture Shock'

   Will McInnes

   NixonMcInnes, managing director

   

   Will McInnes is a passionate voice on how the internet is radically changing our personal behaviour, our organizations and our society. His new book Culture Shock provides an inspirational guide for better ways to do business in the 21st century.

   The company he founded, NixonMcInnes, is a pioneering social business consultancy which itself is constantly experimenting with its own radical management practices and has been recognised by WorldBlu as one of the most democratic workplaces in the world.

   Will is a non-executive director of Wired Sussex, which supports the development of the digital business community in Brighton.

   Business buyers have never been bombarded with so much information or had so much choice. To get their messages across, business brands need to appeal to decision makers as people, rather than grey suits, and this means thinking of them as consumers.

   Mobile devices and digital techniques are breaking down the barriers as never before, in this session Will McInnes will discuss how exploiting techniques such as gamification and consumer-focused platforms such as Pinterest can help to reach these difficult audiences.

4. 11.00-11.30: Coffee break
5. 11.30-12.15: Storytelling

   Speaker: Stan Woods, MD, Velocity

   Stan Woods

   Velocity Partners, MD

   

   Stan co-founded Velocity Partners with Doug Kessler and the company has just celebrated its 10-year anniversary.

   Before Velocity, Stan grew Brodeur into the UK's biggest technology-focused public relations and communications company, with clients that included IBM, Philips, Compaq and Cable & Wireless, before selling to Omnicom.

   He started his career in the Ministry of Defence.

   Digital media means business decision makers are increasingly bombarded by information through multiple channels. So how do you make your message stand out, make it coherent and make it draw in your target audience?

   Stan Woods will show how business brands are increasingly focusing on storytelling techniques to drive deeper engagement with prospects, utilising a variety of channels to deliver a compelling and persuasive experience - in particular video and rich media. He will also provide practical guidance on how to leverage storytelling techniques for your marketing.

6. 12.15-12.55: Panel discussion: B2B marketing in 2017

   Speaker: Claire Macland, CMO, Avaya

   Claire Macland

   Avaya, head of EMEA go-to-market and marketing

   

   Claire Macland is EMEA head of marketing at Avaya. In this role, Macland is responsible for leading Avaya's critical regional marketing and channel efforts, including; channel marketing, new product introduction, high-touch go-to-market programs, channel strategy, channel and market segmentation, and channel development across strategic partners.

   Prior to joining Avaya, Claire was senior director of EMEA marketing at Juniper Networks, driving its penetration of the enterprise market through C-level marketing programmes and pan-regional integrated campaigns.

   Macland holds a masters' degree in information technology (computing and electronic engineering) from University College London.

   Speaker: Keith Hardie, head of marketing communications, Bird & Bird

   Keith Hardie

   Bird & Bird, head of marketing communications

   

   Keith heads up the team managing the reputation of law firm Bird & Bird, which has 23 offices around the world and is known for high quality legal services in sectors that focus on technology and intangible assets. Keith's remit covers: public relations, events, conferences and seminars, design and branding, the website, social media, e-marketing, and internal communication.

   His previous experience includes leading communication teams for Berwin Leighton Paisner, Premier Inn, Thames Water and the Post Office.

   He chairs the Communication Panel for the Managing Partners' Forum, which promotes best practice internal and external communication across the professional services sector.

   Speaker: Anna Fenton, marketing director, Sodexo Prestige

   Anna Fenten

   Sodexo Prestige, marketing director

   

   Anna is responsible for brand communications for Sodexo Prestige business in the UK, now a £250 million fine dining, corporate workplace and event hospitality business.

   Her brand communications role involves strategic planning and execution of public relations, digital and electronic marketing campaigns, print and direct marketing, strategic partnerships, and events and exhibitions. The launch of Sodexo Prestige campaign has been awarded B2B Marketing Best Internal Marketing campaign in 2011.

   Anna joined Sodexo Prestige in 2000 as business development manager for Bateaux London. After completing her post-graduate diploma with the Chartered Institute of Marketing in 2005, Anna was promoted to UK marketing support manager for Sodexo Prestige. In 2008 she was promoted to marketing director.

   Leading B2B marketing thinkers discuss the shape of the industry in five years time, what the challenges will be at that stage, and how marketers will need to adapt to survive.

7. 12.55-14.00: Lunch
8. 14.00-15:30: Breakout workshops
   Delegates get their choice of three half hour interactive breakout workshops in each consecutive half hour session
9. 14.00-14.30: First breakout session
   
   
   Workshop 1: How to ensure your brand delivers growth for your business

   Speaker: Joe Hale, director of corporate strategy & communications, DragonRouge

   Joe Hale

   director of corporate strategy & communications, DragonRouge

   

   Joe brings clear-sight, smart thinking and inexhaustible energy to complex projects and helps clients focus on the most effective route to achieve their goals. He has 10 years experience in brand strategy development and digital marketing communications for clients such as GSK, Sainsbury's, Carbon Trust, ING Real Estate, TPR, Premier Foods, Nokia, Freeview, Asda and B&Q. He is also as proficient in NPD and packaging projects, most notably with Douwe Egberts. He was previously Account Director at Brandsmiths.

   What gets measured, gets managed or so the cliché goes. The implication is clear. Measuring how your brand delivers growth for your business is essential if it is to be managed with any conviction.

   In our session we will focus on the benefits of a clear and competitive brand positioning. Through case studies and exercises we'll illustrate the impact your brand positioning should make on your overall business performance. How it brings an edge to your marketing and sales activity and how it can motivate and inspire your employees.

   We will reveal ways to avoid the pitfalls many brands fall into and conclude with best practice principles for making your brand count for your business:

   What you will take away from this session:

   • Tips on how to create a great brand positioning
   • Examples of stand out positioning across sectors
   • Ways to use your positioning to inspire people inside your business
   • 5 practical steps to assess the strength of your current positioning

   
   

   Workshop 2: Using information more effectively in B2B marketing

   Speaker: Tony Pringle, managing director UK & Ireland, Bureau van Dijk

   Tony Pringle

   managing director, UK & Ireland, Bureau van Dijk (BvD)

   

   Tony Pringle joined BvD's UK sales team in 1994. In 1998 he moved to New York to manage BvD's American operation, overseeing significant expansion before returning to the UK in 2000 to manage BvD's activities in the UK and Ireland.

   He is responsible for BvD UK's business development, strategy, product development and relationships with information providers. Tony works closely with a wide variety of customers across financial institutions, legal firms, government and corporates to ensure BvD's product development continues to be customer-led. Recent projects include the launch of BvD's revamped Mint product range which is streamlined and optimised for B2B business development. Tony has a dual honours degree in European Business Administration from Universities in the UK and the Netherlands.

   What information is available to B2B marketers? Where does it originate from; how can it be used in the marketing process? Tony Pringle, BvD's UK MD will look at these issues and discuss the relevance of external data, what it can show you about your customers and prospects and how integrating it with your CRM can make you more efficient.

   Tony will illustrate how a CRM data integration process works, what you need to take into account and what the benefits are.

   He'll show you how external data sources can complement and enhance your own data and how you can use them effectively to:

   • Find new prospects
   • Learn more about your existing prospects
   • Create targeted lists
   • Automatically enrich and refresh your own data for more strategic sales and marketing and lead nurturing.

   
   

   Workshop 3: Social - inside and out

   Speaker: Claire Carter, marketing director, m-hance

   Claire Carter

   marketing director, m-hance

   

   Claire Carter is Marketing Director at m-hance, a UK headquartered IT & Business systems firm that employs 230 staff, serving 2,400 customers across 8 offices in the UK, USA and India. A career marketing professional, with experience of a variety of marketing roles spanning a 16 year period, Claire combines results driven focus with a desire to trial the latest thinking in her organisation. Claire has also recently been nominated for a Women In Marketing Award and the company has been entered for a CIM award for Best B2B campaign for our recent product launch of m-hance Social Business. Since her appointment at m-hance the organisation has made the Sunday Times Tech Track 100, significantly reduced the turnaround time on customer referenceability and reduced marketing admin work by two days per executive.

   As marketing professionals we see social at every turn. It is touted as the channel that will revolutionise our marketing activity and make us more influential, more in tune with our clients and more responsive. But without having the right internal structures in place – how do we ensure we keep on message and on pace? In this interactive session Claire argues for the best place to start a social project is “at home”. Pulling from personal and client experience she will outline how Enterprise Social Networking platforms can finally deliver on the promises made by intranets, crm and other back office systems making your organisation more productive, more connected, more profitable and more informed. Leaving this session you will understand:

   • What is an enterprise social network (ESN) and is it for you?
   • How can an ESN benefit the marketing function?
   • What are the potential pitfalls of using a solution?
   • How do you define and measure the results and therefore prove ROI?
   • What considerations should you make when choosing a supplier?

   This session will be useful for:

   • Companies that employ more than 100 people
   • Companies that have grown through or are undertaking mergers or acquisitions
   • Companies that are considering where to start with social
   • Companies with multiple locations
   • Companies who are trying to re-brand or enhance brand awareness
   • Companies in a state of change
   • Companies that want to improve internal communication but lessen their reliance on email

10. 14.30-15.00: Second breakout session
    
    
    Workshop 1: The Web Enabled Buyer – and why we have to change?

    Speaker: Eoin Rodgers, tactical planner, DirectionGroup

    Eoin Rodgers

    tactical planner, DirectionGroup

    

    Eoin offers campaign and project consultancy to DirectionGroup's blue-chip IT client across B2B and B2C audiences. With 7 years' experience both client and agency side, Eoin has worked in both a planning and international project delivery capacity for clients such as Avaya, Fujitsu, Cable&Wireless and Carphone Warehouse.

    Today's proliferation of marketing channels, multiple screens and social networks is creating radical changes in the purchasing patterns, influences and media choices of B2B buyers. This revolution is fundamentally changing the rules of engagement for sales and marketing teams. In this new world, AIDA hasn't disappeared - it's become IDEAL. Hear practical tips and advice on how your marketing efforts need to evolve in this new world.

    Delegates will:

    • Understand the new web enabled buyer
    • See the new buying process - IDEAL
    • Get useful tips on how to match tactics to buyer expectations
    • Learn how to better align the sales and marketing teams

    
    

    Workshop 2: B2B Lead Generation - the content that will work for you

    Speaker: Mike Convey, commercial director, emedia

    Mike Convey

    commercial director, emedia

    

    Mike has been a senior manager in the launch and development of multiple online businesses within the Reed Elsevier Group portfolio since 2000.

    This work has included ‘high value data’ providers such as SSI Search in the international banking sector, plus e-recruitment brands such as Totaljobs.com, Salestarget.co.uk, Careerstructure and RetailChoice.com. He also project managed the re-launch of Sciencejobs.com and the launch of New Scientist magazine US edition.

    Today Mike is fully immersed in the rapidly-growing lead generation media sector, and for the last 2 years has helped develop the products, services and expertise that compliment marketing trends and keep emedia firmly at the forefront of this market in both the UK and Europe.

    Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.

    Key points to be discussed:

    • Current B2B lead generation and content marketing trends
    • How to design the perfect content strategy for lead generation
    • What content works for email lead generation (and why)
    • 7 golden rules for asset download (and the 7 things that will doom your campaign)

    
    

    Workshop 3: Is Pinterest right for my B2B marketing?

    Speaker: Andy Bargery, director, Klaxon Marketing

    Andy Bargery

    director, Klaxon Marketing

    

    Andy runs Klaxon, a marketing agency working primarily in the technology, construction, travel and event sectors. He started his career over 13 years ago with Compaq and has since worked with many of the world's largest (and plenty of its smallest) brands, providing strategic marketing consultancy, communications, social media marketing, lead generation, website development, event marketing and more. Andy is a regular speaker / commentator on marketing planning, blogging for business and social media. Andy can be found online here: about.me/andybargery.

    Pinterest started hitting the headlines as a hot topic for marketers in early 2012 and for good reason too; certainly from a consumer marketer's point of view. But what are the opportunities and threats for the B2B marketing community? Is this a social media platform to take seriously and if so, why? This session will explore if Pinterest is genuinely a credible platform for b2b marketers and if so, how it could be integrated into your marketing plan.

11. 15.00-15.30: Third breakout session
    
    
    Workshop 1: How to Build an Inbound Marketing Machine

    Speaker: Alistair Norman, Marketing Director, Tomorrow People

    Alistair Norman

    Marketing Director, Tomorrow People

    

    Alistair Norman is the Marketing Director of HubSpot's International Partner Agency of the Year 2012, the UK inbound marketing agency Tomorrow People. Before helping to found Tomorrow People, he worked as a Marketing Director for high tech companies. Alistair is also an auditor of the MA/MSc programme at Birmingham City University's New Technology Institute.

    With the forecasted shift of B2B marketers' budgets moving from 35% spent on inbound marketing activity in 2012 to 65% in 2013, isn't it time you learned how to build an effective inbound marketing strategy? Tomorrow People, an inbound marketing consultancy, discusses the opportunities to embrace and the pitfalls to avoid, including:

    • How to write blog content which solves your prospects' 'business pains'
    • How to get results from social media engagement
    • How to perform effective lead nurturing
    • When to sell to prospects, and how.

    
    

    Workshop 2: Going global: Beyond .co.uk

    Speaker: Rene Power, director, Barrett Dixon Bell

    Rene Power

    director, Barrett Dixon Bell

    

    René Power is head of digital and business development director at BDB, and leads account teams that use integrated marketing campaigns to promote their clients' products and services to export markets around the world. He is a Chartered Marketer, blogger at The Marketing Assassin and Smart Insights and soon to be published author with ‘7 steps to brilliant b2b digital marketing' launching on Amazon and iTunes in late October 2012. An accomplished speaker on digital marketing, René has already spoken for B2B Marketing, The CIM, UKTI and On the Edge in 2012.

    Best practice multi-region b2b web marketing approaches

    With international trade a primary driver in the growth strategies of most b2b companies, how can you ensure you are using the right tools and technologies to remain visible and relevant in key regional markets around the world? This presentation will focus on the critical elements to consider for multi-country digital marketing such as website set-up, hosting and promotion, SEO, PPC and social media – and how one size does not fit all when it comes to the web.

    Delegates of this session will takeaway

    • Practical steps on setting up and managing multi language websites
    • Keyword optimisation tips for different geographical markets
    • Advice on stimulating interest in different countries using PPC
    • Guidance on how to plan and use social media platforms around the world
    • Best practice examples of multi-region web marketing

    
    

    Workshop 3: Supercharge your Marketing with Marketing Automation and much more

    Speaker: Marina Lumley, independent marketing consultant

    Marina Lumley

    independent marketing consultant

    

    As an independent marketing consultant, Marina is a b2b marketing communications planner building marketing and sales strategies. As well as a practitioner, she is also a trainer for the Chartered Institute of Marketing in creative planning & brief writing, agency management, digital marketing, social media marketing and integrated multichannel marketing.

    In any spare time she does have, you may see Marina speaking at events such as TFM&A and Marketing Week Live.

    Marina honed her integrated marketing communication skills as Board Director in leading London agencies developing communication strategies for the likes of British Airways, Whitbread, Starbucks, Marriott Hotels to name but a few.

    In the current financial climate, 2013 promises to be a challenging year for many businesses and as marketers and business leaders you need to ask yourself some serious questions:

    How can you really connect and understand the challenges in your own business? If you could pick 4 or 5 areas of focus - which ones would make the most impact to your business? Can tools help you supercharge your marketing and at what cost and benefit?

    In this session, Marina Lumley connects with today’s challenges for b2b businesses and discusses how marketing automation can help them navigate towards a more profitable 2013.

    Join Marina’s session and you will learn:

    • How to make more of the finite time we have
    • How your marketing activities can be more effective
    • How sales and marketing can work together for success
    • How you can specifically define where your problems are – and fix them!
    • How best to use technology to help your business

    
    
12. 15.30-16.00: Coffee break
13. 16.00-16.45: Hot topic briefings
    Three 15 minute digests on some of the key channels or techniques that are likely be critical to the future of B2B marketing.
14. 16.00-16.15: Mobile

    Speaker: Hanne Tuomisto-Inch, industry head for B2B, Google

    Hanne Tuomisto-Inch

    Google, industry head, B2B

    

    Hanne has 13 years of experience in digital marketing in both media owner and agency roles across Europe. She currently works at Google as Industry Head for B2B, developing and executing the strategies designed to drive Google's overall business in the sector. Hanne works as part of the senior management team leading the UK sales organisation.

    Prior to joining Google, Hanne worked at Banner where she headed digital media strategy across the agency's clients in Europe for five years.

    She has a master's degree in international business and chairs the IAB UK B2B council.

    Mobiles are the primary business communications device for C-level executives and up to 20% of searches are coming from mobile devices. However, three out of four websites are not yet mobile optimised leading to missed opportunities and poor customer experience. In this session Hanne will provide recommendations on what marketers should do to engage with customers across the purchase funnel on mobile devices.

15. 16.15-16.30: Video

    Speaker: Nick Lawrence, head of editorial & broadcast strategies, Waggener Edstrom

    Nick Lawrence

    Waggener Edstrom, head of editorial and broadcast strategies

    

    Nick is currently head of broadcast and editorial strategies at Waggener Edstrom where he is responsible for delivering integrated strategic broadcast content to a global client portfolio.

    As a strategic communication consultant Nick has worked alongside a number of global companies and institutions. He has extensive cross-sector experience including: banking, energy, healthcare, retail, mining and technology. During the banking crisis he was instrumental in developing the crisis communication capability of three global banks where he delivered a unique strategy designed to prevent a "run on the bank".

    Nick also has over fifteen years broadcast experience as a multi-award winning editor, producer, reporter and presenter on some of the highest rating programmes on terrestrial television and radio, including 11 years at the BBC.

    We've come a long way from the corporate video of the noughties, with the boring talking heads ramming home a desperately dull corporate message - with little or no marketing impact. These days, with formats proliferating and technology developing rapidly, there are now many more opportunities for video in B2B marketing. Former BBC producer Nick Lawrence will provide top tips on how to make this channel work for you.

16. 16.30-16.45: Social media

    Speaker: Andrew Nicholson, head of online, Sodexo

    Andrew Nicholson

    Sodexo Prestige, head of online

    

    Über geek and self deluded social commentator. Into all things online and current holder of B2B Marketing's Marketer of the Year Award.

    Currently working for the UK's largest catering company Sodexo Prestige, as their Head of Online, where I spend my time dabbling in the mystic art of digital marketing communications. When I'm not living the digital dream at work, I'm doing it at home where I'm working towards a masters in digital comms. I occasionally blog (rant) at webconsultancy.uk.com where I enjoy spouting lyrical about the joys of SEO, PPC, social, email, content creation, brand and pretty much everything online.

    I probably need to get out more.

    Social media has undoubtedly been one of the hot topics for business brands over the last five years - and with technological development showing no signs of slowing down, it continues to be a rapidly evolving area, with new platforms, technologies and engagement opportunities emerging on a monthly basis. Andrew Nicholson, crowned B2B Marketer of the Year in 2011, will talk through some of the latest developments and offer advice on optimising your social channels.

17. 16.45-17.15: Panel debate
    Lively discussion focused on the key topics from the previous sessions, led by prominent B2B marketers.
    Motion:
    This house believes that, given the current environment, B2B marketers should rip up the rulebook and start again.

    Proposer: Andrew Fitzgerald, global technology services marketing leader, IBM Global Technology Services

    Andrew Fitzgerald

    IBM, global technology services marketing leader

    

    Andrew Fitzgerald is the Marketing & Communications Leader for IBM's Technology Services Business in UK & Ireland. He leads a team responsible for the development & execution of marketing strategies to drive growth for the UK&I business.

    Key priorities include sales pipeline development, market segment management, communications & sales enablement.

    Andrew's career has encompassed a variety of positions in IBM over 20 years. Previous roles include marketing leadership in IBM's Business Partner organisation, Mid-Market & corporate marketing teams in both the UK and Europe.

    Seconder: Fiona Stevens, partner, The Crocodile

    Fiona Stevens

    The Crocodile, partner

    

    Fiona Stevens is group account director and partner at London B2B agency The Crocodile where she leads strategy development and client services. Her career includes six years client-side specialising in lead generation and brand marketing for financial services and IT companies, followed by eleven years agency-side; nine of those at The Crocodile focusing on strategic marketing for B2B core accounts.

    Fiona is a key member of the management team behind the agency's results-led, integrated proposition and methodology. She has a depth of experience in client-side strategy and execution, and agency-led creativity and implementation. While naturally at home in the technology sector, Fiona also directs accounts in areas as diverse as loyalty management and industrial weighing.

    Born and educated in Australia but with the majority of her career in London, Fiona recently attained dual citizenship, however, she still found the summer Olympics an uncomfortable experience.

    Against: Geoffrey Barraclough, CMO, BT Expedite

    Geoffrey Barraclough

    Head of corporate propositions, WorldPay

    

    Geoffrey's marketing career started with Philip Morris, where he caught the dying (but still relatively glorious) days of the tobacco industry working in sales, marketing and strategy in Belgium, Luxembourg and Switzerland.

    On returning to London he switched to B2B, working through numerous roles and various divisions of BT but mainly on the IT services of the house. Latterly, he was in charge of strategy, marketing and products at BT Expedite, a software business focused on the needs of high street retailers.

    In September 2012 he will be joining WorldPay, endeavoring to get new propositions to market that will help large merchants prosper as consumer payment habits swiftly evolve.

    Seconder: Heather Westgate, MD, TDA

    Heather Westgate

    TDA, client partner

    

    Heather heads up TDA, an agency renowned for influential, behaviour-changing B2B marketing.

    She believes the future of the industry lies in applying traditional best practice to contemporary marketing needs. That means using proven techniques - such as 'test and learn' strategies - across both digital and traditional media. At TDA she leads an accomplished team that combines strategic skill with creative and technical expertise to generate and implement breakthrough marketing ideas.

    A true champion of the marketing industry, Heather plays an active role on the committee for the DMA Awards and is an Honorary Fellow of the Institute of Direct Marketing.

    Given the rapid pace of evolution of technology, buyer behaviour and consequently B2B marketing, are the old rules of marketing, such as the seven 'P's really relevant any more? Should marketers free themselves from the shackles of convention? Or are these rules universally valid? And is there value in the rigor and discipline of going through conventional steps to achieve unconventional objectives?

18. 17.15-17.30: Closing remarks and close