The 5 biggest focuses for B2B marketing leaders going into 2022!
Presented by the B2B Marketing Leaders Forum, during each of these five sessions our B2B CMO speakers will share their personal learnings, experiences and practical advice.
Webinar details:
Session 1: The Commercially driven CMO – Practical discussion on communication strategies used during board and leadership meetings – Tuesday 19th October 2021, 12.00pm AEDT | 9:00am SGT
Session 2: The art of zero-based budgeting – Are you making transformational marketing investments? – Wednesday 27th October 2021, 12.00pm AEDT | 9:00am SGT
Session3: Scaling ABM Programs in 2022 without losing effectiveness – Tuesday 9th November 2021, 12.00pm AEDT | 9:00am SGT
Session 4: Customer Marketing Strategies and Programs for 2022 – Showcasing best practice customer engagement strategies and programs – Tuesday 16th November 2021, 12.00pm AEDT | 9:00am SGT
Session 5: Personal Leadership and Career Advancement– Tuesday 23rd November 2021, 12.00pm AEDT | 9:00am SGT
Join B2B Marketing Leaders Forum, for this practical and insightful and exclusive CMO Series. We are bringing senior marketing leaders together to share experiences and where they are focusing their attention in 2022.
This five part series will dive into the hottest topics for B2B CMOs for 2022. Join Emma Roborgh and a wonderful array of CMOs as we exchange thoughts, strategies and ideas to help navigate the Marketing role in 2022 and beyond.
The five webinar sessions Include:
TUESDAY, 23 NOVEMBER 2021
12:00pm – 12:45pm AEDT
9:00am – 9:45am SGT
Harvey Sanchez
Global Chief Customer & Marketing Officer
Nearmap
Deanie Sultana
VP Marketing
Thomson Reuters
Lauren Stephenson
VP Global Marketing
Shootsta
PERSONAL LEADERSHIP AND CAREER ADVICE FOR CMOS AND B2B MARKETERS
During this session we’ll hear inspirational stories from CMOs sharing their advice and lessons learnt along their own career journeys
- Examples and career advice and paths for emerging B2B marketing leaders
- The pros and cons of generalists vs specialists B2B marketing roles – The biggest skill shortages in B2B marketing
- The importance of business acumen and financial literacy for marketers
- Advice for best managing important cross-functional stakeholders
- The transition from peer into a leadership position
- Taking a strategic approach to building your personal marketing brand
- The importance of keeping up with change and staying relevant
- What’s next after you’ve secured the APAC Head of Marketing role?
TUESDAY, 19 OCTOBER 2021
12:00pm – 12:45pm AEDT
9:00am – 9:45am SGT
Jordan Reizes
VP Marketing JAPAC
Nutanix
Bernice Muncaster
APAC Marketing & Communications Director
DXC
Rochelle Tognetti
CMO & Partner
Deloitte
Moderated by:
Nicholas Kontopoulos
APAC Head of Growth Marketing,
Adobe DX
THE COMMERCIALLY DRIVEN CMO - Practical discussion on communication strategies used during board and leadership meetings
CMOs who can demonstrate they’re commercially driven, can think like the CFO and COO will gain the trust of the CEO, leadership team and board.
But what does a commercially driven marketer look like in practice?
Join this practical discussion and learn exactly what and how three B2B CMOs discuss:
- How, at board and leadership meetings, they come armed with numbers and metrics behind the levers of growth. The actual numbers and metrics they’re reporting on and how they’re telling and defending the story behind the numbers. What’s fuelling them and the levers they pull to change them.
- Their relationships and examples of good and bad conversations they have with their CEOs, CFOs and boards
- Their forecasting strategies, how they’re communicating bad as well as good news
- Recommendations for how to become a commercially savvy marketer
WEDNESDAY, 27 OCTOBER 2021
12:00pm – 12:45pm AEDT
9:00am – 9:45am SGT
Moderated by:
Andy Lark
Former CMO at
CBA, Xero, Foxtel
Ray Kloss
Growth Marketing Director, ANZ
Brand & Events Director APJC
Cisco
THE ART OF ZERO-BASED BUDGETING – ARE YOU MAKING TRANSFORMATIONAL MARKETING INVESTMENTS?
This session is for marketing leaders who own budgets or emerging leaders hoping to be responsible for budgets.
According to Group Lark, 80% of marketing budgets are exact repeats of the previous year’s – but, how can you drive transformational marketing if you stay within the status quo year on year?
During this session three B2B CMOs will discuss budget allocations and rations into programs, headcount, tech, agencies and partners.
- Their frameworks for zero-based budgeting – How they break the budget cycle, where and how they free up money to innovate, and how they zero-base their spend
- Stakeholder management – Does your stakeholders understand and are they aligned on what the marketing budget is going to deliver?
- Is your budget simply handed down as a gift or do you have a respected voice when arguing your business case – aligned with business objectives?
- Examples of when their budgets have failed, characteristics of low performing vs high performing budgets
- How they are aligning their teams around spend
- Marketing budget allocations as a % of company revenue and ROI targets
TUESDAY, 9 NOVEMBER 2021
12:00pm – 12:45pm AEDT
9:00am – 9:45am SGT
James Kissell
Global Director Vertical Marketing & Member Global ABM Board
Fujitsu
Todd Bates
Director – ABM, Vertical & Services Marketing APAC
Red Hat
Daryl Wright
Principal Analyst – Demand & ABM
Forrester
SCALING ABM PROGRAMS IN 2022 WITHOUT LOSING EFFECTIVENESS
Account based marketing is in high demand because of the impact it can have on revenue, relationships and reputation. If you’ve launched a successful program, you might find other parts of your business are keen to adopt your approach. Or perhaps you’re the one pushing to maximise the benefits by expanding to different regions or industry sectors. But how do you know when you’re ready to scale, and what approach to take?
In this session we’ll learn how to successfully scale their programs in APAC through real life examples, and will answer questions including:
- When’s the right time to scale my ABM program?
- What are the differences between scaling 1:1 and 1:few or 1:many ABM?
- What governance or processes should I have in place?
- What technology and data assets are needed to scale?
- Which teams do I need to get on board to help me scale?
TUESDAY, 16 NOVEMBER 2021
12:00pm – 12:45pm AEDT
9:00am – 9:45am SGT
Karyn Turbill
Chief Marketing Officer
NextDC
Lauren Stephenson
VP Global Marketing
Shootsta
Tim Johnston
Head of Marketing APJ
ON24
Moderated by:
Mona Lolas
B2B Solution Partner APJ
Forrester
CUSTOMER MARKETING STRATEGIES AND PROGRAMS FOR 2022 - Showcasing best practice customer engagement strategies and programs
Before the pandemic, customer marketing was often neglected and only a very minimal amount of marketing budgets were allocated to existing customers in replace of focusing on new demand and lead generation activities.
However, during the pandemic B2B organisations learned to preserve their customer relationships and strengthen their commitment to customer-centricity. As such we’ve seen a strong re-focus on nurturing and growing existing customers with up-sell, cross-sell and focus on increased share of wallet.
Customer marketing is emerging as a critical function needed for businesses to retain, engage and grow customers in a more strategic way.
In this session, we will showcase best practice customer engagement strategies and programs. Topics covered will include:
- Building blocks for customer marketing with focus on lifetime customer value
- Customer engagement, advocacy & VOC
- Budget allocations to retain, engage and grow existing customers
- Examples of customer engagement and advocacy programs
