SPEAKERS

PROGRAM

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10:00am SGT

WELCOME & OPENING REMARKS

10:05am SGT

A SILICON VALLEY CMO GUIDE TO CX TRANSFORMATION, GROWTH HACKING AND SALES & MARKETING ALIGNMENT

Transforming customer experience and accelerating growth by bringing a silicon valley start-up mindset to a 146-year-old B2B IT company.

Having led seven and successfully exited four Silicon Valley start-ups and worked for five Fortune 1000 companies like HP, eBay, Sybase (now SAP), Symantec and now Unisys, Ann has earned the reputation as a game changing CMO skilled at business and marketing transformations.

Three years ago she joined 146 year old Unisys, which hadn’t seen growth since 2003, to lead their re-invention. Since then, Unisys has delivered quarter after quarter of growth and best-in-class NPS.

In this session Ann will share:

• Marketing’s role in initiating and leading digital and CX transformation
• How as a B2B marketer, you can build an integrated customer, employee and brand experience
• What a world-class B2B marketing initiated CX programme looks like

Ann will also share the increasingly important role of the CMO during the pandemic with focus on:

• Greater Sales and Marketing Alignment
• Re-enabling and educating sales in the new all-digital relationship with customers and prospects

10:45am SGT

WE MUST CHANGE THE CONVERSATION!

Natalie is known to the B2B Marketing Leaders Forum as not just an inspirational speaker but for always sharing real-life and practical examples and war stories.

One B2B marketer from our Sydney Forum in May this year said “We need more marketing leaders like Natalie like this as role models in the industry.”

As CMO of 11 markets in Asia, during this session she’ll share:

• Managing global HQ expectations and local Asian interplay
  • Agreeing the right measurements – are these crystal clear?
  • How to ensure you are not simply the colouring-in department
  • How do you manage global teams who push campaigns that are not relevant locally?
• Is your sales and marketing handshake in perfect alignment?
  • Are you speaking the same language?
  • Are you measuring the things that matter?
  • How do you get sales teams to action your leads
• Moving from being the colouring-in department to strategic advisors
  • Turning your marketing department into a revenue team
  • What are the marketing metrics we should agree with the business?
  • What if you or your boss does not sit on the Executive leadership team?

11:25am SGT

ALIGNING SALES AND MARKETING IN VOLATILE TIMES

The economic and human impact of COVID-19 have completely disrupted the B2B go-to-market playbook, pivoting everything to virtual. As organisations continue to navigate through these unpredictable business conditions, what do marketing and sales reps need to do differently together to engage buyers in this increasingly crowded digital landscape? How do marketing leaders build the right capabilities in the revenue engine to combat uncertainty and fast-track business recovery?

Iris Chan, Seismic, Marketing Director, Asia Pacific and Japan will share insights on:

• Why sales and marketing alignment is more critical than ever before for B2B organisations in these volatile times.
• Common symptoms and root causes of mis-alignment between marketing and sales teams.
• 5 practical, “no regrets” approaches to align sales and marketing in light of the new business reality.
• Real-world success stories of how organisations achieved measurable business results with highly effective alignment.
• How Marketing can empower Sales to deliver a compelling customer experience that differentiates the business and sustains revenue.

12:25pm SGT

CMO PANEL: PIVOT, PIVOT, PIVOT AND CONSTANT CHANGE – THE NEW NORMAL FOR B2B MARKETING STRATEGIES

Since the cancellations of physical events and face-to-face meetings, as B2B marketers we’ve all had to pretty much overnight re-write our 2020 marketing plans, not only once or twice but constantly.
With a strong focus on how they’re filling pipeline gaps from the loss of events, these three B2B CMOs will share what’s worked and what hasn’t worked in their new Covid-19 adapted marketing strategies.
They’ll also share:

• How they’re finding new opportunities in growth areas
• How they’re balancing marketing spend and budget cuts while not losing great talent
• How the unique economic events during the pandemic has impacted marketing budgets and priorities for 2020
• Their plans and budget expectations for 2021

1:10pm SGT

THE NEW FUTURE OF DIGITAL MARKETING

In a digital-first world, audiences are looking for something different. A modern digital marketing strategy has to go beyond spam and deliver experiences that are authentically human.
Join us for “The New Future of Digital Marketing” and learn how companies are transforming their marketing by delivering engaging digital experiences across the entire buyer’s journey. You will learn:

• Keys to creating engaging audience experiences
• How to transform webinars into rich audience experiences
• Creating curated on-demand experiences
• How to build personalised interactive landing pages

It’s time to stop annoying your audiences and start engaging them.

2:25pm SGT

CHOOSE YOUR TRACK

3:25pm SGT

CMO VIRTUAL NETWORKING DRINKS - The Commercial CMO as a Business Leader

Grab a drink and join us for this interactive, virtual networking. The chat will be open so make sure you bring your questions for the panel.

With focus on the CMO as a Business Leader we’ll be discussing:

• Demonstrating Marketing’s Commercial Value to the Business during the Pandemic
• Positioning the CMO as a business centred leader first, marketer second
• The importance of business acumen vs focus on brand in isolation of the business
• Financial literacy for marketers – Speaking the language of the CFO, C-suite and Board
• Advice for presenting to the leadership team; understanding the need to focus on their pain points vs your own day-to-day agenda, the importance of being prepared to defend your data and ensure the data presented are linked to business objectives
• How the unique economic events during the pandemic has impacted marketing budgets and priorities for 2020
• CMOs’ and marketing leaders’ budget expectations for 2021
• New channels and initiatives in which CMOs are investing to reach their target customers

During this session we’ll also be covering:

• Balancing HQ controlled marketing at scale with the importance of understanding and respecting the vast local culture differences across Asia

10:00am SGT

WELCOME & OPENING REMARKS

10:05am SGT

INSPIRING MARKETING LEADERSHIP & MARKETING AT THE LEADERSHIP TABLE AND THE NEXT CEO

As Alumni of the Marketing Academy’s Fellowship Program, both Tricia and Mark have completed the highly selective and immersive CMO to CEO leadership journey and board-level executive coaching programme led by global CMO leadership expert Thomas Barta.

During this session we’ll be discussing two parts of Leadership:
First, with focus on Personal and Inspiring Leadership – Developing and mobilising the most powerful marketing team for your organisation across Asia and the world.

• Aligning and integrating teams across Asia and the world
• Managing cultural diversity that shares your corporate values
• The quest for talent – the innovative programmes and brand positioning to attract, develop and retain talent
• How to coach and performance manage your team to become future marketing leaders (and advice for emerging B2B marketing leaders)

Next, we’ll discuss Marketing Leadership.
For CMOs to be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives. Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing”.

• The position of marketing as a respected revenue and growth driver – clearly demonstrating marketing’s contribution to company growth
• With a firm seat at the leadership table – aligning marketing to the board’s growth priorities – leadership of data, insights and operations
• And the path from CMO to CEO and board roles

10:45am SGT

Sponsored Keynote - contact the organisers

Please download the partnership prospectus if you have a solution or service that helps B2B marketing leaders increase revenue and growth.

11:25am SGT

LEADING THE GLOBAL PIVOT TO A DIGITAL DEMAND GENERATION ENGINE

Pam leads global demand generation across the Americas, Europe, and the Middle East (EMEA) as well as the Asia Pacific and Japan(APJ) which include VMware’s entire demand generation process from strategy to creation to execution, including field marketing and events.

She is the first such senior global leader who is managing Americas, EMEA based outside the US. As organisations transition towards an increasingly distributed workforce in a post COVID world, this is welcome move in the B2B marketing community that is largely based in the US for tech companies.

During this session she’ll share:

• How she’s had to globally pivot to a digital demand generation engine – starting with China in early January to now across the world.
• Driving Digital Demand in a post COVID world and how the shift to digital in 2020 will impact demand generation in the years to come
• How will marketing continue to thrive and build demand as we continue to operate virtually?

12:25pm SGT

DATA-DRIVEN MARKETING, MEASUREMENT, METRICS, ANALYTICS, DASHBOARDS AND ATTRIBUTION

– THE ROCK SOLID MARTECH STACK AND GOVERNANCE

Intel, previously a predominantly PC and consumer business has over the last years gone through a huge transformation shifting its focus to supporting large Enterprise businesses with Data Centres, IoT and AI solutions.

This shift included developing the B2B marketing capabilities and building the Regional Marketing Centre of Excellence, the team serving the Marketing and Customer Experience teams across all business units.

As the Director of the Regional Marketing Centre of Excellence, Jamshed’s team owns the Rock-Solid Martech stack behind the seamless and friction-free digital marketing experiences.
He’ll share how his team provides:

• Service and Delivery Activation, Demand and Lead Gen, Pipeline Management, Paid, Social and Social Listening
• Insights, Analytics and Attribution – Always tying it back to Revenue
• Governance – ensuring privacy adherence of data vendors and influencers
• Provide education as subject matter experts to ensure the rest of the organisation remains modern marketers

Jamshed will also share:

• How they’re building the business case to HQ for new local martech stacks
• Recommendations for owners of legacy systems – a pretty front-end won’t cut it

Sponsored by:

1:10pm SGT

DIGITAL TRANSFORMATION, MARKETING LEADERSHIP & FOCUS ON JAPAN

Recently named  “One of Japan’s most distinctive corporate leaders” in an interview in Forbes Magazine with marketing leadership expert Thomas Barta,  Yuki was recruited from IBM 2,5 years ago to drive Panasonic’s B2B business transformation strategy to become more customer focused.

With an historically strong sales-led organisation which saw marketing as a support function only responsible for PR and events, there was certainly no understanding of marketing’s contribution to the business.

Reporting directly to the CEO and part of the board, Yuki will share how she set out on building a modern marketing team and global marketing organisation from scratch.

She will share:

• How she worked closely with the CEO and cross-functional leaders to align a crystal clear delivery strategy and agenda
• How the pandemic has accelerated the digital transformation which now sees sales collaborating with marketing on how to communicate with customers
• The need for the “bulldozer mentality to driving change in large corporations
• Her philosophy of servant leadership
• Her focus on gender equality as Japan ranks 121th in the world with a very male-oriented culture
• From her experience with IBM, Cisco and other global companies –as a marketing representative locally in Japan, how she now, as a global HQ CMO, collaborates with local teams.

2:25pm SGT

CHOOSE YOUR TRACK

3:20pm SGT

MARKETING AS OWNERS OF CUSTOMER EXPERIENCE

One Customer, One Experience, One Organisation

During the CX session on day one we focus on the marketers role in building Customer Centric Cultures and the importance of Employee Experience.

During this session we’ll focus on the marketing controlled experiences which see personalised, end-to-end, friction free customer journeys.

This session will focus on:

• Taking the lead as a B2B marketer through initiating change and building an integrated customer experience
• The blueprint and process of end-to-end Customer Journey Mapping
• The importance of the fully integrated martech stack and identifying friction points
• How large enterprises bring together all aspects of digital touchpoints to create a unified cx and how to glean insights
• What are the right CX metrics to share with the leadership team?
• How do we make Customer experience experiential in the new digital world?

4:00pm SGT

END OF VIRTUAL FORUM