Accelerating Digital Transformation and Marketing Leadership in Manufacturing
Learn how your fellow marketers within manufacturing are driving digital transformations and advancing marketing's position within their businesses.
Leadership and Digital Transformation in the New World
In partnership with B2B Marketing Leaders Forum, Adobe and ON24, the B2B Marketing Leaders Forum is excited to launch the first ever virtual “Manufacturing Marketing Summit 2021”. The aim of this event is to bring together like-minded Marketers who can share insights, learnings and practical strategies from within the Manufacturing Industry.
Event details:
Date: Thursday 13 May 2021
Time: 11am – 2.00pm AEST | 9am – 12.00pm SGT
Venue: ON24 – Online | Your home or office
Agenda: Thursday 13 May 2021
11.00am AEST | 9.00am SGT
Thomas Barta
Former Marketing Director, Kimberly-Clark and Partner, McKinsey
Author: The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value
MARKETING LEADERSHIP IN MANUFACTURING
Learn how to build your influence as a marketer!
Despite endlessly saying they want to be more customer focused, many firms don’t have a marketer in the top team. Too few CMOs make it to CEO, and marketers’ reputation with CEOs is mixed.
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 discuss “What makes an effective and successful marketing leader and how do marketers achieve a stronger voice in the C-suite?”
- Positioning marketing as a revenue growth function and away from being a cost centre responsible for events and coloring-in department
- How to establish credibility with the CEO, CFO, Leadership team and Board by speaking their language
- Stakeholder management across departments
- Learn how to:
* Mobilize your boss-shape the organisation’s agenda-prove marketing’s worth
* Mobilize your peers-break the silos, get colleagues behind your work
* Mobilize yourself- inspire others for change
11.35am AEST | 9.35am SGT
Chris Quinn
VP Marketing Communications and DCX
Pacific Zone
Global Marketing
Schneider Electric
Joanne Woo
Head of Marketing & Communications
ABB
Toby Venables
Head of Marketing
Hilti
DRIVING TRANSFORMATION, CHANGE & MARKETING LEADERSHIP IN MANUFACTURING
During this session we’ll hear from three CMOs share their personal stories and advice on how they’ve:
- Secured and retained a respected seat at the executive leadership table
- Are driving digital transformation
- Leading teams and their organisations through change and building high performing cultures
12.05pm AEST | 10.05am SGT
CHOOSE YOUR SESSION
BUSINESS STRATEGY TRACK
SIGNET’S JOURNEY OF CREATING A BEST-IN-CLASS B2C DIGITAL EXPERIENCE FOR THEIR B2B CUSTOMERS
Founded in 1968, Signet is an Australian-owned family business, and leading supplier of Packaging consumables to over 60,000 Aussie businesses. Signet manufacturers many of the products they sell including stretch film and flexible’s, line marking paints, and other packaging consumables.
With a long history of digital innovation, and online revenue a significant portion of overall revenues, they recently underwent a project to migrate and upgrade their website, as well as integrating a new tech stack including onsite search, personalised product recommendations, ratings and reviews, and marketing automation.
Key takeaways:
- Importance of investing in scalable and secure digital platforms
- Pitfalls and learnings on website migration, including RFP insights, stakeholder buy-in, tech stack selection and partner selection
- How a smart tech stack can deliver operational excellence and great customer experience through an omnichannel approach across website, call centres and field sales team
- How to create emotional digital experiences to connect with customers through all stages of the funnel
Suzie Young
Head of Digital and Direct Marketing
TECHNICAL STRATEGY TRACK
CUSTOMER EXPERIENCE MANAGEMENT IN MANUFACTURING
Kevin Wordon, Adobe’s Head of Customer Strategy, will showcase the Adobe Experience Cloud, highlighting how technology has transformed Customer Experience Management (CXM) with leading organisations optimising data & insights, customer journey orchestration, commerce experiences, document management, content and integration into key front and back office technology.
Kevin Wordon
Head of Customer Strategy
12.35pm AEST | 10.35am SGT
CHOOSE YOUR SESSION
BUSINESS STRATEGY TRACK
THE THEN AND NOW: GE’S DIGITAL FIRST-APPROACH TO MARKETING
-
- The business challenge and how marketing is driving change
- What does GE’s approach to digital-first strategy look like?
- The new recipe for success, leaning into digital programs to replace/compliment in-person engagement
- Proof points –
- Same/more revenue contribution with less $
- Uplift in audience satisfaction (NPS increase)
- Proof points –
- How to scale an effective customer education program with a digital experience strategy
- What is your webinar program strategy?
- How do you drive engagement from your buyers?
- How do you use the data to drive sales opportunities?
Jason Gow
Marketing Communications Leader, ANZ
TECHNICAL STRATEGY TRACK
ACCELERATING DIGITAL TRANSFORMATION FOR MARKETING
- Using highly-targeted resource portals to educate distributors and resellers
- Delivering digital experiences drive thought leadership and product awareness
- Using engagement insights to fine tune communication and outreach initiatives
Tim Johnston
Senior Marketing Director, APJ
1.05pm AEST |11.05am SGT
Justin Lyster
General Manager Digital, Marketing and Advanced Analytics
Blackwoods
Mabelle Reyes
Head of B2B Marketing & Sales Operations
Ampol (formerly Caltex Australia)
Tom Goodwin
Senior Manager – Global Marketing Operations
Ansell
DIGITAL TRANSFORMATION AND DATA-DRIVEN MARKETING IN MANUFACTURING
For marketing to be seen as a revenue function and not cost centre we must be able to prove marketing’s contribution to company revenue and growth.
Yet, marketers are struggling to clearly attribute revenue contribution to marketing campaigns, spend and customer touchpoints
During this session we’ll discuss:
- The marketing and business metrics and conversations that will earn you a respected seat on the executive team alongside the CFO, CTO and VPs of Customer Success and Sales.
- The tools you’ll need to set up attribution that works so teams can communicate the value of marketing to the business
- The importance of metrics that describe business performance through a marketing lens
- Advice for executive-level conversations on marketing’s contribution to pipeline, growth and revenue
- Marketing’s role informing on strategy and delivering on corporate objectives
1.35pm AEST |11.35am SGT
Nicholas Kontopoulos
APAC Regional Head of Marketing
Adobe
DIGITAL REBOOT: FIVE THINGS YOU CAN DO NOW
New research shows that manufacturing companies will be generating at least 50% of their sales through digital platforms within two years. In this 20-min talk, we examine five strategies and digital solutions that leading organisations have adopted that are accessible, inexpensive and can be actioned today.
For the last ten years, Adobe has surveyed tens of thousands of senior executives each year to reveal the most significant shifts in our industry. This year’s report has just been released, and it comes as no surprise that growth is back on the agenda for business.
But there’s a catch. We can see a divide clearly emerging in businesses across the region.
Digital transformation is bringing marketers into the boardroom and agile, customer-driven organisations are reporting long-term growth.
But those slow to digitise or to take advantage are wrestling with the speed of change and showing a really dangerous lack of resilience.
During this session we’ll discuss how marketers in manufacturing use:
- Speed to insight: Using real-time insights to take a stand
- Data-driven leadership: Transforming teams by discovering and removing friction points
- Serving with empathy: Creating experiences to emotionally engage your customers
- Purpose-driven business: Making a difference where it truly counts for customers and employees
In Partnership With:
