As one of the forum highlights, join your peers for these 40 min group discussions with your competitors and peers.
You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.
CONFERENCE DAY TWO
Thursday 22 August 2024
DAY TWO: Thursday 22 August 2024
08.30
REGISTRATION & BARISTA COFFEE
Emma Roborgh
CEO & Founder
B2B Marketing Leaders Forum
Rajhev Rajkumar
Event MC
Director, Strategic Growth
CAPITAL-e
INTERNATIONAL KEYNOTE - MARKETING LEADERSHIP
09:25
Liz Fendt
Global Group Chief Marketing & Sales Officer
TÜV SÜD
FROM CMO ASIA TO GLOBAL HEAD OF SALES AND MARKETING
Liz Fendt, formerly the CMO of Asia, was the first CMO (and female) to join the leadership team at 158-year-old TÜV SÜD, a public safety organisation providing testing, inspection and certification solutions.
During this session she’ll share her journey from CMO Asia to leading a global team of sales, marketing, eBusiness and inside sales.
- How to make it in an environment of traditional leadership
- Advice, lessons learned and her path to being the first CMO and first female at the leadership table
- The new marketing structure and organisation, view from sales on Marketing’s role in Customer Journey, Customer Experience and how we can be most relevant and effective to the business
- Practical advice on how best positing yourself to advance your career, make yourself relevant and making your voice heard
MARKETING LEADERSHIP - TRANSFORMATION
09:50
Joyce Moy
VP Marketing APJC
Cisco
MARKETING LEADERSHIP & THE EVOLUTION OF FIELD MARKETING
Cisco is one of the world’s most valuable B2B brands. As Vice President of APJC Marketing, Joyce leads a team of modern regional marketers across complex markets. During this session, she’ll take us through three of Cisco’s unprecedented marketing transformations, including:
- Evolution of Field Marketing: rethinking a new operating model to “Think Global, Act Local.”
- Driving Demand Activation through a modernized ABX approach
- Evolving our mindset to embrace change and build a legendary team.
THE FUTURE OF PERSONAL, DATA-DRIVEN B2B MARKETING
10:15
Priscilla Kim
VP Marketing & Communications APAC
IBM
Ab Gaur
Global Chief Technology & Data Officer
Ogilvy One
30 YEARS OF INNOVATION: OGILVY AND IBM PIONEERING THE FUTURE OF B2B MARKETING
For over three decades, Ogilvy and IBM have collaborated to create some of the most iconic and impactful marketing campaigns the world has seen. From groundbreaking advertisements that redefined industries to strategic initiatives that set new benchmarks, this partnership has consistently delivered excellence. These campaigns have not only captured the imagination but have driven tangible results, demonstrating the power of combining creative brilliance with cutting-edge technology.
As we move into the future, the challenges facing CMOs are more complex and demanding than ever. It’s no longer enough to merely enhance existing processes with AI; the time has come to fundamentally rethink and reshape how B2B marketing is approached. This is where the continued partnership between Ogilvy, WPP, and IBM enters a new chapter.
In this session, we’ll explore how this partnership is evolving to meet the demands of a rapidly changing market. By integrating WPP’s deep marketing expertise with IBM’s advanced AI capabilities, we’re redefining what’s possible in B2B marketing. We’ll discuss how AI can be a transformative force, enabling you to create highly personalised, data-driven campaigns that resonate deeply with your target audiences. With insights from Ogilvy and IBM, you’ll gain a clear vision of the future of AI in B2B marketing and learn how to leverage this powerful partnership to lead your business into the next era of success.
Session sponsored by:
10:40 – 11:15
MORNING COFFEE & NETWORKING BREAK
11:15
Deep Dive Group Sessions
CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
BRAND TO DEMAND
Session hosted by:
BRAND TO DEMAND
From Zero to 100: Reclaiming Control as a B2B Marketer
Let’s talk about trying to convert numerous audiences with limited budgets, presenting a multitude of value propositions amidst fleeting attention spans, combating excessive marketing jargon, and struggling to create meaningful connections. Our discussion serves as a comprehensive roadmap to overcome these hurdles and transform your brand from obscurity to high demand.
We’ll delve into the journey of Affinidi, an innovative platform in Singapore that specialises in digital identities and credential solutions. Discover how they have empowered individuals and organisations to take charge of their data while effectively expanding their marketing endeavours, whilst still remaining steadfast in their commitment to data control and privacy.
We’ll talk about how to establish your brand to generating demand, equipping you with the essential tools to thrive in the competitive world of B2B marketing.
Harshana Ariyaratne
CMO, Affinidi
Moderated by:
Uzma Atcha, Strategy Director, Dentsu B2B
MAXIMISING MARKETING EFFICIENCY
Session hosted by:
MAXIMISING MARKETING EFFICIENCY – THE FUTURE OF WORK
Driving Efficiencies For Growth
The pressure on marketing teams has never been greater. Organisations need to enable their marketing teams to streamline processes and scale their activities so their marketing teams can in fact focus their attention on marketing!
In this session, we will discuss the pain points marketers are experiencing and explore how teams can implement systems and workflows to support and drive revenue growth
Key takeaways:
- Hear examples of strategies that streamline marketing processes and drive growth
- The role collaboration tools play in marketing operations, and how they contribute to improved efficiencies
- How enhanced tracking, reporting and analytics can help you to modernise your marketing work
Robin Seow
Head, Enterprise Marketing & Innovation Enterprise, Singtel
Ian Cheng
VP, Head, Marketing & Communications Singapore, Certis
Moderated by:
Alex Walker, Regional Manager, Smartsheet
ENTERPRISE MARKETING & C-SUITE ENGAGEMENT
Session hosted by:
ENTERPRISE MARKETING & ENGAGING WITH THE C-SUITE
The art of influencing key customer and prospect decision-makers
The holy grail for any enterprise marketer is to build strong relationships with key C-Suite execs at high-value accounts. Hear from seasoned marketing leaders about successful initiatives they have overseen – as well as guiding principles they have come to adhere to – when engaging with the C-Suite.
During this panel we’ll discuss:
- Picking an approach that works at a time when the C-Suite are being bombarded with offers from multiple vendors
- Aligning your strategy with your values (and that of your clients!)
- Demonstrating and providing value for the executives outside of product benefits
- Mistakes to avoid when executing C-Suite engagement strategies
- Media partnerships, sponsorships and other innovative tactics
- Justifying the budgets to the business when tactics are less about the tools
- Where does C-Suite engagement intersect with an ABM program?
- Account value? Sales cycle? The metrics that matter for large deals
- Time horizons for delivering meaningful success
Lisa Sim
VP Marketing JAPAC, Palo Alto Networks
Lisa Ortner-Ghouze
Global Head of Marketing, Financial Markets - Corporate and Investment Banking, Standard Chartered Bank
Moderated by:
Rajhev Rajkumar, Director, Strategic Growth, CAPITAL-e
11:55 – 12:05
10 MINUTE CHANGEOVER
REVENUE MARKETING AND ACCOUNT-BASED EXPERIENCE
Session hosted by:
MYTHS ABOUT REVENUE MARKETING AND ABX DEBUNKED
It’s time to challenge the conventional wisdom surrounding revenue marketing and account-based marketing.
- Are we mistaking correlation for causation when it comes to content consumption, intent data, and buying intent?
- Is lead scoring an art or a science, and how reliable is it in predicting buyer behaviour?
- Do buyers even follow the traditional marketing funnel anymore?
- And can AI play a meaningful role in any of this?
In this panel discussion, we will dissect and debate these common assumptions, encouraging participants to rethink their approach to marketing strategy and tactics.
This promises to be a stimulating discussion that will challenge your thinking and provide new insights into the world of revenue marketing and ABM.
Jazz Leong
Head of Marketing APAC, MongoDB
Nishi Seth
APAC Industry & Solutions Marketing Lead, Google Cloud
Anirudh Samantara
Director of Marketing Asia Pacific, Red Hat
Moderated by:
Anol Bhattacharya, Managing Director APAC, Hotwire
CONTENT MARKETING
CONTENT THAT CUTS THROUGH THE NOISE
With so much great content being produced, by so many great marketers and companies competing for the same audience, how do you get cut through?
How do you become to be the “signal in the noise”?
In addition, we’ll discuss:
- How to take a piece of hero content, atomise it, re-package it, energise it and activate it across channels.
- We’ll explore how you find a niche theme or topic, own it and be seen as a thought leader.
- How do you leverage this across webinars, podcasts, social, events and more?
- And how do you do this creatively and through a lens that gets cut through and meaningful engagement?
- Lastly, is there a way to effectively leverage what you get from HQ?
- Involving Thought Leadership within the content strategy while distinguishing it from standard “marketing materials”
- Ensuring & extending the lifecycle of content – revising, reviving and increasing contents usage into bite size pieces.
- Storytelling– the importance of connecting with your audience/customers
Moderated by Kim Richards, Head of Marketing, Mahlab
Eva Ford-Murphy
Global Head of External Communications, ABB
Sophie Neate
Global Head of Digital Marketing & Content, ABB
EVENTS & STRATEGIC ACCOUNT MARKETING
Session hosted by:
EVENTS FOR STRATEGIC ACCOUNT MARKETING
Practical and experience-based insights on how to maximise the impact of events within ABM and other initiatives that look to engage the C-suite and acquire and grow strategic high-value accounts.
- How to successfully weave events into your ABM strategy
- Matching types of events to exec profiles to increase attendance and relevance
- Maximising touchpoints and impact from a single exec experience
- Frameworks and inspiration for VIP streams and raising the bar on white-glove service
- Effective attribution for C-suite events in measuring
- ROI Leveraging tours to marquee events for engagement and advocacy
- Events form a crucial part of long-term relationship building with key stakeholders at major target accounts.
This session will share compelling, actionable advice from some of the B2B brands that do this best
Joyce Moy
VP Marketing, APJC, Cisco
Li Ling Yong
Senior Director, Marketing-APJ, ServiceNow
Moderated by:
Rajhev Rajkumar, Director, Strategic Growth, CAPITAL-e
12:45
NETWORKING LUNCH
1:45
Deep Dive Group Sessions
CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
As one of the forum highlights, join your peers for these 40 min group discussions with your competitors and peers.
You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.
SALES & MARKETING ALIGNMENT
SALES, MARKETING, BDR/SDR ALIGMENT
Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. When these teams work together seamlessly, they can drive more predictable long-term revenue.
However, when misaligned, the time and resources used to reconcile the two functions can harm the morale and performance of the organisation.
In many businesses, often both teams act like two entirely siloed functions that plan, execute, and optimise two separate processes for the same buyer’s journey.
- We will discuss what the direct impacts are to sales and marketing to an organisations performance when these teams are misaligned and how this can be fixed
- Building the SDR/ISR/BDR strategy and team to ensure early-stage funnel keeps progressing
- How to keep mid stage sales funnel opportunities warm with pre-sales, consulting and partners
- How marketing nurtures long term opportunities while sales focus on closing the quarter
- Practical tools for sales & marketing alignment
- The importance of moving marketing closer to sales and revenue. Implications when marketing carries sales targets and shared KPIs
- Understanding sales and their paths to commission
Bo Yi Tay
Regional Director, B2B Customer & Product Marketing, Property Guru Group
DIGITAL
BUILDING HIGH PERFORMING DIGITAL STRATEGY AND TEAMS - IN-HOUSE VS AGENCY MODEL
- Team structure and roles
- The full-funnel digital strategy and roadmap
- Channel selection and performance
- How you engage customers and acquire net new through Paid, Owned and Earned media
- How you enable and guide APJ Marketing Field Teams on building out integrated digital marketing programmes
- How you work in-house or with agencies, field and global teams in areas of digital media, web, search (SEO and SEM), social, nurture, adtech to develop APJ digital strategy for Enterprise and Commercial business (customer journey mapping and omnichannel deployment)
- The demise of third party cookies
- Understand what’s working and what’s not to optimize marketing spend
- How to increase qualified leads, pipeline, and revenue without increasing budget
- How to tie marketing investments to revenue and prove marketing’s contribution
- Digital trends, what’s new, what’s next
You’ll also learn how to combat digital fatigue and drive scale and accelerate pipeline and revenue by having an always-on digital demand gen engine.
Divya Gupta
Head of Digital Revenue APAC, Maersk
CUSTOMER MARKETING
DRIVING CUSTOMER LOYALTY AND ADVOCACY FOR YOUR BRAND
With a career spanning 18+ years in Customer Marketing, James will share:
- The fundamental elements of successful customer marketing programs
- Common pitfalls and barriers to success
- The art of storytelling in reaching a broader audience
- From reference to advocate – moving from asset creation to driving deep customer relationships
- The importance of amplification
- Tips for long-term success
James Butler
Head of Customer Advocacy APJ, Snowflake
2:25 – 2:30
5 MINUTE CHANGEOVER
CMO LEADERSHIP
CMO LEADERSHIP
Marketing leaders are under more pressure than ever, driving growth and innovation through their organisations, building capability of their teams and demonstrating commercial value to stakeholders and the business in general.
During this panel discussion, we’ll delve into the role of a CMO today as a business leader, and what it takes to drive success and growth for the business and personally.
- The role of CMO leadership and marketing as a business leadership function
- Building advocates and the art of internal stakeholder management
- How marketing structures influence the effectiveness of your marketing
- Strategy & GTM Leadership – Moving from short term tactical to longterm strategic thinking
- The art of budgeting – from allocation to attribution: making transformational marketing investments
- How to build great teams and cultures that support business objectives. How to nurture a high performance environment sustained over long periods of time, managing change, resilience and burn-out
- Career progression and looking beyond marketing to GM, CEO or Board roles
Adeline Koh
Head of Marketing-Asia Pacific, Automation Anywhere
Jezmynn Koh
VP Marketing & Communications, APAC, Fujitsu
EMERGING LEADERS
CAREER ADVICE FOR EMERGING MARKETING LEADERS
As you aspire to the next step in your marketing career, you’ll hear actionable advice and strategies to help you build your roadmap to career success
- Career planning including how to get the job, get the performance rating and the promotion you’re looking for!
- Are you ready for a CMO role?
- How to present, get your voice heard and a respected seat at the executive leadership table
- Taking a strategic approach to building your personal marketing brand
- Developing your commercial mindset, building business acumen and financial literacy
- Making budget decisions and how to get more budget
- Advice for working with sales and other stakeholders
- How you transition from peer into a leadership position
- The importance of mentoring and how to secure a mentor
Choi Fun Ching
VP Integrated Marketing, APJ, SAP
03:10 – 03:40
AFTERNOON COFFEE & NETWORKING BREAK
THE FUTURE OF B2B MARKETING
03:40
Stuart Jaffray
Managing Director
Green Hat
LATE TO THE (BUYING) PARTY?
Hot off the press, the APAC B2B Buyer Journey Research Report 2024 (conducted by Green Hat and 6sense) identified that buying groups engage vendors ~73% of the way through their buying journeys. That the buyer initiates contact with vendors 78% of the time and that first contact is with the winner 82% of the time.
The implication for the vast majority of buying decisions – the buying group has chosen a winner before even talking to sales.
In this keynote, Green Hat’s Managing Director, Stuart Jaffray, will unveil the findings from the APAC research and identify the opportunities that they create for B2B marketers in the region to create a competitive edge for their brands.
Session sponsored by:
THE STATE OF AI ADOPTION ACROSS ASIA'S B2B MARKETERS
04:05
AI IN MARKETING - THE STATE OF AI ADOPTION ACROSS ASIA'S B2B MARKETERS
There are now over 1000 of AI marketing tools and its application to marketing has been discussed intently for the last couple of years.
But how many of us have adopted other tools apart from ChatGPT?
How many can confidently say their teams are keeping up with the skills and education needed to embrace AI tools?
How many of us have an AI technology adoption roadmap in place for their marketing teams?
During this panel we’ll discuss how AI tools can help you, as a B2B marketer become more productive, efficient and creative and how Asia’s B2B marketers are on the adoption curve:
- What AI tools and technologies and applications are APAC marketing teams adopting today?
- What does an AI adoption strategy and roadmap look like?
- How are APAC marketing leaders building AI-enabled marketing teams?
- How do you ensure balancing personalised AI driven customer interactions and human trust
- The short term and long-term implications of AI on marketing
- How do you explain to the CEO what impact and implications AI has on marketing
- Guidance and considerations around AI tools and governance, 3rd party liability and the protection of brand integrity
- What are the key technologies best-in-class brands are embedding it to dial up their marketing productivity, creativity, and performance
- How can marketers leverage AI Beyond automation and analytics?
Lisa Sim
VP Marketing JAPAC
Palo Alto Networks
Luke Soon
Partner, Asia Pacific Digital Assets & Author of “Genesis: Human Experience in the Age of AI”
PwC
Catherine Toms
Digital Marketing Strategist, AI Workshop Leader & Trainer
Marketing Growth Academy
4:40pm