The 5 biggest challenges faced by B2B marketing leaders in 2021!
Brought to you by the B2B Marketing Leaders Forum, Marketo Engage and ON24, during each of these five sessions our B2B CMO speakers will share their personal learnings, experiences and practical advice.
Event details:
Session 1: Leadership – Tuesday, 9 March 2021 (Access on demand)
Session 2: CMOs’ ABM Confessions – Tuesday, 23 March 2021 (Access on demand)
Session 3: Data, Insights and Segmentation Strategies at Scale – Tuesday, 20 April 2021 (Access on demand)
Session 4: Demand & Pipeline Generation in saturated digital markets – Tuesday, 18 May 2021, 1pm AEST (Access on demand)
Session 5: Attribution, Reporting and the Funnel for Predictive Insights and Forecasting – Tuesday, 22 June 2021, 1pm AEST
2020 was an unparalleled year for everyone, but particularly Marketers. Never before have businesses relied so heavily on the knowledge of the marketing department to guide the digital transformation and shifts of organisations to get through the pandemic to survive and thrive.
Join B2B Marketing Leaders Forum, Marketo Engage and ON24 for this insightful and exclusive CMO Series. We are bringing senior marketing leaders together to share experiences, discuss some of the challenges that CMOs are facing right now and where they are focusing their attention in 2021.
This five part series will dive into the hottest topics for B2B CMOs in 2021. Join Emma Roborgh and a wonderful array of CMOs as we exchange thoughts, strategies and ideas to help navigate the Marketing role in 2021 and beyond.
The 5 Tuesday Sessions Include:
TUESDAY 22 JUNE 2021
1:00pm – 1:45pm AEST
Annabel Ausmus
Global CMO
Corporate Travel Management
Nick Flude
Global CMO
Secure Code Warriors
Kevin Wordon
Head of Customer Strategy
Adobe
ATTRIBUTION, REPORTING AND THE FUNNEL FOR PREDICTIVE INSIGHTS AND FORECASTING
THE END OF MARKETING AS THE COLOURING-IN DEPARTMENT, HELLO REVENUE DRIVEN MARKETING
Still one of the most in-demand topics, marketers are still struggling to clearly attribute marketing campaigns and spend to revenue contribution.
During this session we’ll discuss:
- The tools you’ll need to set up attribution that works so teams can communicate the value of marketing to the business including: Marketing Generated Pipeline, Marketing Generated Revenue, Campaign ROI Attribution, Lead Conversion
- The importance of Sales & Marketing Alignment with mutually agreed and clearly defined sales and marketing lead management process and lead definitions – no throwing the leads over the fence to sales never to be seen again!
- How to use the reversed funnel framework for predictive insights and forecasting
TUESDAY 9 MARCH 2021
1:00pm – 1:45pm AEDT
Lisa Henderson
Managing Director (Former CMO)
AON Affinity
Emma Hansford
General Manager, Strategy & Initiatives (Former CMO)
QIC
Jodie Sangster
CMO
IBM
(Former CEO ADMA)
LEADERSHIP & CAREER PROGRESSIONS TO CEO - THE CMO OF 2025
For CMOs to receive and retain a respected seat at the leadership table they need be recognised drivers of revenue pipeline and company growth.
They need to earn the trust of their CEO, CFO, Leadership table and Board to deliver on these business objectives or be seen as the “colouring-in” department looking after pretty sales brochures and events.
Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing”.
During this session we’ll share:
- How to establish credibility with the CEO, CFO, Leadership team and Board by speaking their language
- Advice for career progressions for CMOs into CEO roles
- Advice for career progression for emerging CMOs
- Advice for leading up, sideways (stakeholder management), down, and leading yourself.
TUESDAY 23 MARCH 2021
1:00pm – 1:45pm AEDT
Kate Power
Head of ABM, APJ
ServiceNow
Jade Meara
Head of Marketing & Executive Board Member
F5
ABM CONFESSIONS
Account Based Marketing (ABM) is the absolute hottest thing with B2B marketers in Asia Pacific at the moment and CMOs are feeling a state of FOMO (Fear of Missing Out).
During this session we’ll ask B2B marketing leaders who’s implemented and executed both Strategic ABM plans as well as ABM at Scale – Programmatic/ Demand Gen Account Based Marketing.
These marketing leaders will share:
- Advice for when and how to start with strategic ABM and programmatically and at scale
- What you need to run an ABM program, and ways to align to business needs
- Advice for delivering truly personalised, scalable ABM programs, with strong sales engagement and an ABM strategy firmly planted in customer understanding.
- If ABM should/can be integrated into everything, or reserved for only the highest priority accounts
- What you need in terms of resources (people, skills, budget and time)
- Practical learnings of what’s worked well, and not so well.
TUESDAY 20 APRIL 2021
1:00pm – 1:45pm AEDT
Belinda Pervan
Vice President, APJ Marketing
Veeam Software
Darren Reid
Director of Marketing and Alliances
Interactive
Tim Johnston
Senior Director Marketing, JAPAC
ON24
DATA, INSIGHTS AND SEGMENTATION STRATEGIES AT SCALE
SEGMENTATION CASE STUDIES AND DISCUSSION
Over the last few months we’ve learned that data segmentation is a challenge for many B2B CMOs. During this session we’ll share various segmentation strategies and practical examples of segmentation executions.
During this session we’ll share examples of:
- Data insights, enablement and new skills sets needed for making better data driven marketing decisions
- Stronger reporting and dashboard examples for making data driven decisions
- Integrating Go-to-market digital, field, channel per segment
- Examples of segmentation strategies and how to scale
TUESDAY 18 MAY 2021
1:00pm – 1:45pm AEST
Darren Needham-Walker
Group Director Marketing
TechnologyOne
Janet Glasper
National Head of Clients & Markets
BDO Australia
Jon Amery
Head of Marketing
AFG Australian Finance Group
DEMAND & PIPELINE GENERATION - CREATING DIGITAL ENGAGEMENT IN A SATURATED ENVIRONMENT
As the number one focus and challenge for B2B marketers, that of creating business tangible pipeline has never been more difficult than in the current saturated digital marketplace.
The difficulty is not only to generate the leads but then how to progress digital conversations by creating experiential engagement that drives faster conversations.
During this session we’ll discuss:
- How do we pivot digital engagement in a saturated environment
- How do we create experiential engagement and creating “snackable” content
- How do we create business-outcome focused campaigns that drive faster conversion
- How do we create and support sales alignment in digital mid and lower funnel
