Conference Program

14-16 May 2018 | Doltone House Jones Bay Wharf Sydney | Australia

B2B marketing conference sydney australia 2018


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Day 1
14 May 2018
Day 2
15 May 2018
Day 3
16 May 2018

Registration & Barista Coffee


Welcome and opening remarks from the MC

Marketing Leadership


Marketing Leadership – Demonstrating marketing’s contribution to company growth and revenue

  • Making an impact at the highest level - aligning marketing with the company’s priorities, as seen by the CEO and CFO
  • Customer centricity - understanding the strategic role of marketing leaders in a B2B customer focused organisation
  • Cross-functional leadership - Inspire your non-marketing colleagues to be customer centric
  • Build a winning marketing team, becoming a ‘leader of leaders’
  • The future of marketing as an innovative strategic business growth driver
Susan Jain CMO IBM Asia Pacific B2B Conference Sydney Australia 2018Susan Jain
CMO Asia Pacific, IBM (Singapore)
Susan Jain

The roadmap for transforming a hugely successful sales and engineering focused organisation to a marketing company – as a strategic business growth driver that owns 60% of the customer journey

  • The CMO as the change agent – clearly demonstrating marketing’s contribution to company growth and revenue through dashboards and metrics makes driving change easy!
  • The CMO as the change agent – clearly demonstrating marketing’s contribution to company growth and revenue through dashboards and metrics makes driving change easy!
  • Sales and marketing alignment for optimising the pipeline, SQL and insights
  • Analytics tools to understand buyers as individuals and how to make their journeys personal and relevant at every stage
  • The CMO at the leadership table (and the next CFO?) aligning marketing to the board’s growth priorities - Leadership of data, insights and operations
  • The Social First marketing organisation for humanising the brand
Mark Phibbs Marketing Cisco CMO B2B Conference Sydney Australia 2018Mark Phibbs
VP of Marketing APJ, Cisco (Singapore)
Mark Phibbs

CEO/CMO Panel – CMOs at the leadership table and beyond

CEOs that recognise that marketing operates as profit (not cost) centre give their CMO a seat at the leadership table. In order to get there, marketers need to provide a clear view of marketing’s contribution to revenue, growth and bottom line results.

The increasingly larger role of marketing leaders today to take ownership of the customer journey and  leading digital transformation provides increased opportunities for future CMOs to move closer to the CEO role.

  • CMOs need to understand that most CEOs have a direct obligation to their board to drive a growth agenda
  • Finding the right metrics - what does commercial acumen as a CMO look like?
  • What does it take to transform your team from a perceived cost centre to a business-leading profit centre?
  • Putting analytically-centred marketers in strategic roles and making them strategic P&L leaders who “own” brand results and are accountable for total business results
  • How being data and revenue driven brings power and is helping CMOs gain more weight around the CXO table - aligning marketing metrics to business financials
  • Customers rule. Being customer-centred, gives you the ability to generate innovation-creating insights
  • The power of customer leadership - how customer engagement and insight needs to be at the heart of your leadership success
  • The journey from CMO to CEO
Kate Burleigh B2B Conference Sydney Australia 2018Kate Burleigh
Former Managing Director and Former CMO Intel Australia & New Zealand
Kate Burleigh
Rebecca Malzacher Regional Marketing Director Australasia International SOS B2B Conference Sydney Australia 2018Rebecca Malzacher
Regional Marketing Director Australasia, International SOS
Rebecca Malzacher

Morning Coffee – Networking break

Navigating MarTech


Case Study: Building the B2B Marketing technology stack that drives business impact, efficiency and ROI

  • Driving new tech initiatives must be driven by business strategy and KPIs
  • It’s not a numbers game - focus on customer-centricity and buyer journeys when building your stack
  • Typical tools and technologies in the stack (CMS, Ad tools, conversion, email, social media, customer service,  CRM, MA, Analytics and more)
  • How different marketing technologies support direct and indirect engagements with customers
  • Measuring the business impact of the MarTech stack
  • Simplifying the Tech stack – adapting people and processes
  • Advice on keeping up with the MarTech revolution - 5000 MarTech and counting... (FOMO – Fear of Missing Out)
  • Marketing technology navigation and ownership - the CIO/CMO/HYBRID - stack owner and the end users - learn different management structures for marketing technology and different options for the governance of MarTech
  • The importance of an integrated stack
  • Recommendations for managing data from multiple legacy systems

Data-Driven Marketing (Analytics / ROI / Dashboards)


Australian based, global software case study in turning marketing into a legitimate revenue generator, with a seat at the leadership table and 25% increased budgets

A marketer’s nirvana - effective campaigns backed by real-time analytics - demonstrating marketing’s contribution to the bottom line by accurately attributing, tracking and reporting on campaign metrics senior management cares about.

In a relatively small, globally dispersed team with limited budgets, Natali and Stuart will explain how accurate campaign attribution, tracking, analytics and reporting have increased pipeline and revenue, fundamentally changing the internal view of the marketing team.

They will share the story of:

  • How the business set on a mission to move marketing from administrative cost centre to respected revenue engine with the KPIs aligned with both the sales and leadership teams
  • Driven by a revenue focused CMO appointed to the leadership table with the aim to change:
    • People: Identifying the skills and experience required of the new team
    • Technology: Fixing up the systems - the integrated MarTech stack - ensuring correct integration and data in-output for correct reporting and data-driven decision making
    • Processes: The implementation of new lead-scoring models and alerts to sales
    • The results from the re-imagined demand generation campaigns - from product to thought-leader focus
    • The monthly dashboard reported to the leadership team and board vs internal campaign reporting, tracking and measurement
Stuart Matthewman Global Head Demand Generation B2B Conference Sydney Australia 2018Stuart Matthewman
Global Head of Demand Generation, IR
Stuart Matthewman
Natali Talevski Marketing Operations Analytics Measurement B2B Conference Sydney Australia 2018Natali Talevski
Global Marketing Operations Manager, IR
Natali Talevski

Deliver insights and value at the speed of now

Marketers are expected to be statisticians who are able to analyse mountains of marketing data. But how do you make sense of, and manage all this data?

And imagine having all your marketing data in one dashboard, in real time!

In this session you'll learn how how to create an effective marketing dashboard:

  • How do you create a marketing dashboard that provides your CEO and CFO with real - time reporting
  • Know what you want to measure, ensure you collect the right data and share it!
  • How to gain real-time insight and constantly monitor which programs are most effective and to make the right investment choices to achieve your sales goals
  • Diagnose, analyse and optimise your marketing mix, maximise the performance of your investment, to increase sales and marketing ROI.

Networking Lunch

Leadership and Change Managment

CMO STREAM: Case Study: A Business’ Transformational Journey: a real business case study on Change Management Leadership at NAB

Understanding the challenges, processes and skills needed to guide an organisation through effective change
  • What key drivers led the NAB to embark on change management
  • What are the key skills required to guide the organisation effectively through that journey? (Developing managerial effectiveness, inspiring others, developing employees, leading and guiding change, cross-functional influence, managing internal stakeholders and politics)
  • The transformation process and time frames
  • What were the key results that impacted on the business and how has this been measured?
  • Advice for organisations looking to embark on such a journey
ndrew Knott CMO NAB marketing B2B Conference Sydney Australia 2018Andrew Knott
Andrew Knott

Case Study: SMB change management – Moving from a traditional product focused team to commercial and customer centric marketing that drives business growth goals

  • Introducing a start-up and commercially focused culture to a 20 year old technology SMB for local and international growth - managing culture, processes, infrastructure and customer centricity
  • Commercialising the whole organisation - mapping commercial rigour into the structure for the 2-3 year change journey
  • Growing the marketing function from crayons to commercialization – key skills and experience of the new commercially focused marketing team
  • True customer ownership; managing customer success and internal employee engagement through an employee governance model of empowerment
Tim Lyons CMO QSR International marketing business event Sydney Australia 2018Tim Lyons
CMO, QSR International
Tim Lyons

CMO Stream: Enterprise CMO Panel and Room Discussion: The NEW CMO Power Place:

  • CEO/CMO alignment - The new CMO power place -becoming the optimal provider of advice to the CEO
  • CMOs at the leadership table - supporting revenue and business growth; demonstrating value of your marketing activities to upper management with relevant metrics
  • The future CMO: The new CMOs have more technology budget, are orchestrators of customer experience, are expected to lead transformational change, are the engine for growth and need to prove their value as a revenue generator
  • Managing the MarTech stack – building your stack, ensuring successful implementations and ROI of investment
  • The marketing team of the future: recruiting for the crucial skillsets and experience and ensuring their skill-set remains up-do-date
  • The rapid CMO turnover - lack of analytical skills, the difficulty in driving change or ability to adapt to constant change
Chris Quinn Marketing Digital Customer Experience Schneider Electric B2B Conference Sydney Australia 2018Chris Quinn
VP Marketing Communications and Digital Customer Experience - Pacific, Schneider Electric
Chris Quinn
Narelle Turner Marketing Broadspectrum B2B Conferences Sydney Australia 2018Narelle Turner
Executive General Manager, Development Planning & Marketing, Broadspectrum
Narelle Turner

Emerging Leaders Stream: CMO Panel and Room Discussion

From marketing guru to CMO - Future proofing your marketing career:
  • Which skillsets are most in demand to boost your as a future CMO
  • Specialist versus generalist skills to gain a solid experience foundation to navigate data, MarTech, analytics etc.
  • Agreeing and understanding on your KPIs: how to provide relevant metrics to management
  • The importance of personal branding and LinkedIn’s social selling index
  • Getting C-level executive buy-in to secure budgets for your marketing initiatives
Brett Hannath Regional Marketing McAfee B2B Event Sydney Australia 2018Brett Hannath
Vice President, Regional Marketing McAfee (USA)
Brett Hannath
Penny Elmslie Head Marketing Australia Xero B2B Conference Sydney 2018Penny Elmslie
Head of Marketing Australia, Xero
Penny Elmslie
Deeps De Silva Marketing Dropbox B2B Conferences Sydney Australia 2018Deeps De Silva
Head of Marketing APAC & Japan, Dropbox
Deeps De Silva

Afternoon coffee break and networking

B2B Content Marketing & Commercialisation


Case Study: Creating and commercialising a multi-channel content brand 

Until two years ago, Engineers Australia’s (EA) monthly magazine was their key communication tool with 105,000 members. Now the magazine is just one of a number channels EA uses to communicate with members and potential members. In the process, EA has taken a digital-first approach to their communications with a focus on elevating their organisation's profile, positioning themselves as a thought leader in innovative engineering, as well as growing their membership base.

Hear how Mahlab and EA have worked together to:

  • Develop the multi-channel content brand to support EA's broader business goals;
  • Implement the strategy and change at the right pace for the organisation and its members;
  • Recruit and build the right content team (a hybrid model of in-house and agency);
  • Cost-effectively use content to increase member and non-member engagement; and
  • Elevate content to be part of the organisation’s core value proposition and a significant revenue stream
Bobbi Mahlab Content Marketing Agency B2B Conference Sydney Australia 2018Bobbi Mahlab
Managing Director, Mahlab
Bobbi Mahlab

Case Study: Social selling for Lenovo’s executive team – from idea to revenue contribution

Danielle will share how she took the initiative two years ago, to develop the initially Asia Pacific program of developing the region’s executive team’s thought-leadership profiles.

She will explain the strategy behind getting Lenovo’s APAC CMO Nick Reynolds -Australia’s #1 Power Profile - on LinkedIn for 2017; how social selling, supported by data, really does deliver results.

  • The engagement piece - strategic connections and social selling through social
  • The executive team as publishers - Creating long-form, thought-leading content
  • The publishing strategy and working with external influencers
  • Going global - since the initial focus of only four executives, the program has now extended to 14 thought-leaders including two in the US.
  • The results - empirical data analysis of how the program has connected with real sales
Danielle Uskovic Digital Social media marketing lenovo B2B Business Conferences Sydney Australia 2018Danielle Uskovic
Head of Digital & Social, Lenovo Asia Pacific
Danielle Uskovic

Customer Journey and Centricity


How to deliver on the promise of Customer Experience – the journey to customer centricity

B2B buyers are also B2C buyers are demanding the same personal, fast and relevant user experience at every touch point in their B2B buyer journey as in their personal lives.

Carlos will discuss the full arch of Customer Experience at every single customer touchpoint whether on or off-line, and the role of marketers in driving customer experience and change in their organisations:

  • The importance of understanding your customer journey across all touchpoints and crafting the experience you want your customers to have - at every level of the organisation
  • All customer facing functions need to know the mission and brand value of their organisation and then be equipped, enabled and empowered to deliver on that experience
  • Strategies for measuring and improving customer experience
  • How to demonstrate ROI from your CX program
Carlos Hidalgo Customer Experience Demand Generation Strategy B2B Conference Sydney Australia 2018Carlos Hidalgo
Customer Experience Strategy, B2B Demand Generation and Change Management Expert, VisumCx (USA)
Carlos Hidalgo

Closing remarks from the Chair


Networking drinks


Barista Coffee & Networking


Welcome and opening remarks from the MC



Designing and delivering effective regional B2B marketing programs – The interplay between corporate and multiple regional teams

  • Managing HQ requirements while meeting unique needs of each local country in Asia Pacific
  • Lessons learnt, challenges and opportunities from five years of Corporate Banking Marketing in Asia Pacific
  • The journey to a seat at the leadership table – marketing as a strategic business growth driver
  • Overview and objectives of the HSBC’s ‘Rainbow Lions campaign and how brand stories differ in Asia
Tricia Weener Global Head Marketing HSBC Commercial Banking B2B Conference Sydney Australia 2018Tricia Weener
Global Head of Marketing, HSBC Commercial Banking (Hong Kong)
Tricia Weener



Case Study: How to deliver a personalised, consistent, friction-free omni-channel customer experience for your business clients

Marketers increasingly need to deliver personalised digital engagements that not only meet, but also improve on their customers’ experience expectations.

Yet, without a clear understanding of the journey customers take with their brand, or the right insights or operational strategy to support their efforts, many struggle to achieve that goal.

The key to providing relevant, valuable and personalised experiences is to have an end-to-end approach to customer touchpoints dynamically managed and optimised.

To get there, marketers need to harness a range of capabilities, from a data-led single customer view, to digital technologies, a comprehensive content strategy, operational agility, and cross-functional collaboration.

In this session our speaker will share how they are:

  • Creating a company culture of high velocity decision making that enables quick responses to solve issues faced by customers
  • Organising departments to engage customers with contextually relevant, personalised experiences, everywhere and anytime
  • Leveraging data and technology to understand customers’ behaviour, friction points for faster resolution
  • Creating a seamless channel integration that allows you to exploit engagement opportunities



Building a global brand strategy that drives revenue growth for the world’s largest consulting business 

  • Two years on; building a global brand and unifying a global business from scratch
  • How to create a global brand positioning strategy that drives revenue growth - replicating the decade long double digit growth of the Australian office
  • Brand challenges of a multi-speed and multi-category business and the need to go to higher grounds to create a positioning that works
  • Lessons learnt from leading the brand integration of more than 20 major mergers, acquisitions, alliances and partnerships
  • The role of brand in customer experience - articulated in a vision everyone in the company understands, and that drives shared meaning for management, employees, and customers
David Redhill Global CMO Deloitte Consulting B2B Conference Sydney Australia 2018David Redhill
Global CMO, Partner, Deloitte Consulting
David Redhill




Case Study: Digital Transformation and beyond – creating a digital journey to support your business and B2B customers

  • Phase I: “The Single Source of Truth” purpose of Lendlease’s Digital Transformation program.
    • Shaping the marketing and technology deliverables and the programs guiding principles
    • Business support tools (Digital Asset Management System and Project Fact Sheets)
    • The team resources and skills to deliver – Marketing and IT as partners
  • Phase II: “The next stage of Digital Transformation” – contextual marketing and beyond
    • Now the website and framework has been created what does this offer Lendlease in 2018 and beyond?
    • The guiding principles moving forward
    • Content personalisation and analytics
    • The future state of CMS technology: from IT to Marketing
    • Team resources: the shifting roles and responsibilities between Marketing and IT
  • Calculating the value and business case of the transformation project and establish KPIs and ROI of the project
Julienne Harry Global Group Digital Marketing Manager Lendlease B2B Conference Sydney Australia 2018Julienne Harry
Global Group Digital Marketing Manager, Lendlease
Julienne Harry

Case Study: Managing Industry Change – Digitally transforming an entire industry from paper to a digital transaction process

Since the 1850s, property lawyers, conveyancers and financial institutions have settled property exchanges through a paper-based property settlement process.

Since its launch in 2010 PEXA’s vision is to transition the entire property industry, bringing conveyancing into the 21st century, towards a 100% digital process that’s fast, safe and efficient.

The new digital process requires each of the parties to all have made the move to digital.

Daniel, who was previously VP Marketing at CA Technologies ANZ will share his mission of changing the behaviour of a conservative, risk averse and non-tech savvy industry and getting financial institutions, land registries, state revenue offices, lawyers and conveyancers to all interact together online:

  • The learning and enablement program, overcoming fear and uncertainty and creating the need to change
  • Engaging members from the early adopters to the laggards on a transition to 100% digital
  • The MarTech that supports the full cycle transition journey to full digital adoption
  • Marketing’s journey from “make it pretty” to strategic business partner for growth
Daniel McDermott Marketing PEXA B2B Conference Sydney Australia 2018Daniel McDermott
Head of Marketing, Property Exchange Australia (PEXA)
Daniel McDermott



How Artificial Intelligence (AI) and Machine Learning (ML) is revolutionising marketing

  • Understand ways AI and ML will infiltrate the world of marketing over the next decade
  • Using AI and ML for predicting what customers want, generating content, advanced image and voice recognition and more
  • Learn how to unlock the full benefits of AI to deliver end-to-end customer experiences across all channels and better engage with your customers an every stage of their journeys
  • Understanding every customer interaction and deliver repeatable and scalable customer solutions that drive business objectives and achieve long lasting connections with your customers
  • The challenges of delivering on customer expectations: with more channels to monitor, more sources to manage and more data to make sense



Expert session leaders will provide mini workshops for deep-dive, in-depth learning. You will need to pre-register for one of the following three sessions.


Expert session leaders will provide mini workshops for deep-dive, in-depth learning. You will need to pre-register for one of the following three sessions.





Implementing Agile Marketing; for speed, flexibility and results

  • What does agile mean for businesses, why should your marketing team adopt Agile; steps for organisations to begin or progress their Agile journey
  • How does Agile work: a framework to help marketers prioritise the business needs
  • Learn the key benefits of agile marketing: the visibility of marketing effectiveness, boosted responsiveness, improved customer satisfaction

Growth Marketing – the fastest growing business application company in history!

San Francisco based Slack was launched in 2013 and is the fastest growing business application in history!

8,000 customers signed up for the service within 24 hours of its launch in August 2013.

In February 2015, the company had around 10,000 new daily active users signing up each week, and had more than 135,000 paying customers spread across 60,000 teams. By April, those numbers had grown to 200,000 paid subscribers and a total of 750,000 daily active users. In 2015, Slack passed more than a million daily active users.

Today, more than nine million people from over 50 000 companies including dairy farmers, dentists, publications and huge businesses like IBM use Slack every day as a hub and platform for communicating and sharing information with their coworkers.

Kelly, with a background as a developer will share:

  • The framework and success story behind Slack's exponential growth
  • How personalisation plays a role in marketing, and how products are built on humanizing customers with a focus on building an authentic human brand
  • Using data science and machine learning to bring more insights to business leaders
  • How machine learning can help work productivity and how AI keep people from feeling overwhelmed with data
Kelly Watkins Global CMO Slack B2B Marketing Conference Sydney Australia 2018Kelly Watkins
Head of Global Marketing, Slack (USA)
Kelly Watkins

Perpetual innovation – How the world’s most innovative teams surface great ideas to deliver exponential outcomes

We've all seen the examples of Lego's Hollywood movie, GE Ecomagination and Red Bull's sky dive from the stratosphere. They're held up time and time again as beacons of killer creative.

Enough already.

It's easy if you have sexy products, big budgets and household brand names. But what about B2B marketers? Those examples don't have anything to do with us. Or do they?

It turns out, we all suffer from something called Brand Detachment Disorder (B.D.D.). We can't connect the dots with unrelated brands and our blindness kills creative ideas before we even start. But guess what — the most brilliant minds understand creativity is something you consistently nurture, rather than leave to chance.

Welcome to Perpetual Innovation.

In this captivating presentation, author and marketing executive Carla Johnson shows you how combating B.D.D., recognizing inspiration everywhere and iterating ideas breeds unstoppable creativity and game-changing innovation for you and your company.

Are you ready to become a perpetual innovator?

Carla Johnson Customer Experience B2BCarla Johnson
Chief Experience Officer, Type A Communications and Chair, Board of Advisors, ANA's Business Marketing Association (USA)
Carla Johnson

Closing remarks from the chair and end of forum day two


Networking drinks



Wednesday 16 May 2018

Doltone House Jones Bay Wharf – SOHO

9am – 3pm

Without understanding the various steps customers take from brand engagement to brand advocacy, it is impossible to develop a customer experience strategy.

Understanding customers, their motivations, the roles within the organisation that will interact with your brand, purchase your product or service, engage with customer support, and their end-to-end lifecycle is a must in order to provide a unified customer experience.

In this workshop you’ll learn how to detail every step of your customer lifecycle, both on and off-line and ensure every level and activity of the organisation is aligned to your customers’ interactions.


Carlos Hidalgo Customer Experience Demand Generation Strategy B2B Conference Sydney Australia 2018Carlos Hidalgo
Customer Experience Strategy, B2B Demand Generation and Change Management Expert, VisumCx (USA)
Carlos Hidalgo

Book your ticket today! - only 300 tickets available

Three Day Pass
2,990.00 AUD + GST

14-16 May 2018

2 day conference

Workshop: Customer Insights and Journey Mapping with Carlos Hidalgo

Full price: $3,590.00

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Save $600!

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Two Day Pass
1,795.00 AUD + GST

14-15 May 2018

2 day conference

Full price: $2,395.00

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Workshop only
1,195.00 AUD + GST

16 May 2018

Workshop Only:

Customer Insights and Journey Mapping with Carlos Hidalgo


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14-15 May 2018

Service Providers include non marketers who’s main objective is to network or sell solutions to the audience.

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