19 - 20 August 2020 | 10:00am SGT | Your home

B2B MARKETING LEADERS VIRTUAL FORUM ASIA 2020

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Join Asia's largest community of B2B marketers

Learn how your fellow B2B marketers are continuously adapting their marketing in 2020 and beyond!

We are very excited to announce that the 3rd annual B2B Marketing Leaders ASIA Forum marketing event will be held as a Virtual Forum this year on the 19-20 August.

This means that for the first time, you and your team across all of Asia will be able to attend this marketing event together, whether you’re based in Singapore, Hong Kong, Japan, Korea, Indonesia, Philippines, China, India, Vietnam, Thailand, Taiwan and more.

New Format & Topics

From the feedback we received from the Virtual Forum in May, we’ve extended each session to 40min allowing much more interaction and time for Q&A.

This also gives us the chance to dig deeper into topics like:

 

Sharing best practices and lessons from leading companies “born and bred” in Asia

Managing global HQ expectations and local Asian interplay

Inspiring Marketing Leadership and leading teams across Asia – advice for emerging leaders

Is your sales and marketing handshake in perfect alignment, what about during the Pandemic?

Moving from being the colouring-in department to strategic advisors, but what if you or your boss does not sit on the Executive leadership team?

Pivot, pivot, pivot and constant change – the new normal for B2B marketing strategies

The new future of digital marketing - learn how companies are transforming their marketing by delivering engaging digital experiences across the entire buyer’s journey.

Content Marketing that cuts through the digital clutter - Do you have your content mapped to the new-all-digital customer journey?

Martech for Predictive Analytics - The funnel for predictive insights and forecasting

CX - B2B Marketers role in creating Customer Centric Cultures

CX – Marketing as owners of Customer Experience – the blueprint which see personalised, end-to-end, friction free customer journeys.

ABM – Practical examples of Strategic Account Based Marketing & ABM at Scale

Brand – The opportunities for building brand during the pandemic

B2B CMOs’ budget expectations and priorities for 2021

New channels and initiatives in which CMOs are investing to reach their target customers

Industry break out tracks for B2B Marketers in Banking & Financial Services, Professional Services, Manufacturing and more

Speaking at B2B Marketing Leaders Asia Virtual Forum

Learn from over 40 B2B Marketing Leaders

  • ann sung ruckstuhl svp cmo b2b conference asia 2020

    Ann Sung Ruckstuhl

    SVP and Global CMO
    Bringing a Silicon Valley start-up mindset to a 145-year-old B2B IT company and transforming its customer experience
  • Tricia Weener cmo hsbc b2b marketing hong kong 2020

    Tricia Weener

    Global Head of Marketing B2B, Commercial Banking
    Inspiring marketing leadership across Asia and the world
  • Mark Phibbs CMO VP Marketing Cisco Asia Pacific b2b conference 2020

    Mark Phibbs

    VP Global Marketing Insights and Analytics & CMO APJC
    Marketing Leadership & Predictive Insights - CMOs as recognised driver of revenue and growth
  • Yukiko Yamaguchi cmo panasonic b2b japan marketing 2020

    Yukiko Yamaguchi

    Global CMO Connected Solutions
    Digital Transformation, Marketing Leadership and Focus on Japan
  • Natalie Truong CMO Asia Mercer B2B marketing conference 2020

    Natalie Truong

    CMO Asia
    Change the Conversation! Managing HQ, Sales & Marketing Alignment and Marketing as Strategic Advisors
  • Pamela Cass VMware B2B Marketing Conference Sydney Australia 2020

    Pamela Cass

    Global VP of Field Marketing & Demand Generation
    Leading the global pivot to a digital demand generation engine
  • Nick Reynolds CMO Hitachi Johnson controls B2b marketing conference event in Asia 2020

    Nick Reynolds

    VP & CMO
    The CMO as a Business Leader - Transforming JCH into a Marketing-driven, Digital-First Company
  • Pete Nuchanatanon marketing grab b2b event singapore asia

    Pete Nuchanatanon

    Head of Marketing Business, Enterprise and Financial Group
    Applying B2C concepts when diversifying to Enterprise and Financial Services
  • Nicole Worthington cmo jll asia b2b marketing conference 2020

    Nicole Worthington

    CMO Asia Pacific
    Leading constant change - the new normal
  • Samuel Varghese CMO Cloud4C asia B2B Marketing Conference 2020

    Samuel Varghese

    Vice President - Marketing
    Sales and Marketing Transformation for rapid growth and expansion across Asia
  • Mariam Al Foudery

    Group Chief Marketing Officer
    B2B Marketing in Manufacturing, Transport and Logistics
  • andrea de vinceniis cmo asia B2B Conference 2020

    Andrea de Vincentiis

    Regional Head of B2B Marketing APAC
    B2B brand campaigns and strategy during the pandemic and recessions
  • Borko Kovacevic CMO Microsoft Singapore speaking at B2B marketing Conference Asia 2020

    Borko Kovacevic

    Chief Operating and Marketing Officer
    Focus on ABM and new digital initiatives to reach C-suite audiences
  • Sophia Ong - VP Market Develoment - B2B Marketing Leaders Asia Virtual Forum 2020

    Sophia Ong

    Vice President Marketing, Electronics
    Content Marketing that cuts through the digital clutter
  • Julie Walker

    Head of Marketing APAC
    The opportunities for building brand during the pandemic
  • yvette templar cmo allied health b2b marketing singapore 2020

    Yvette Templar

    VP Marketing, APAC
    Financial Literacy for Marketers - Speaking the language of the CFO, C-suite and Board
  • Helen Kim Senior Director of APAC Marketing Redhat B2B Marketing Conference 2019

    Helen Kim

    Senior Director of APAC Marketing
    Data-Driven Demand Generation - Targeting CIOs/IT Group Discussion
  • harikumar rajasekhar - b2b conference asia 2020

    Harikumar Rajasekhar

    VP, APAC Head of Digital Communications and Social Media
    Banking, Insurance and Financial Services Group Discussion
  • Jamshed Wadia CMO Intel Singapore speaking at b2b marketing confernce asia 2020

    Jamshed Wadia

    Director Marketing & CX APJ
    Data-Driven Marketing, ROI, Analytics and Business Attribution
  • KP Unnikrishnan Marketing Paolo Alto Networks Singapore Asia Conference

    KP Unnikrishnan

    VP Marketing JAPAC
    Targeting CIOs and IT during the Pandemic - building solid partnership with sales
  • Rachael Milford CMO Controlrisks Singapore B2B Marketing Conference 2020

    Rachael Milford

    Partner – Head of Marketing & Communications, Asia Pacific
    Professional Services: Becoming a strategic business advisory function
  • Genevieve Yeep

    Head of Digital, APJ
    Accelerate digital marketing maturity to support business objectives
  • Amelie Marivain

    Global Marketing Director
    B2B Marketing in Banking, Financial Services and Insurance
  • madhavi kale cmo asia b2b marketing conference 2020

    Madhavi Kale

    Global Head of Consumer and Client Insights
    The challenges and opportunities as B2B marketers in Professional Services
  • natalie mendes cmo sas b2b marketing conference 2020b

    Natalie Mendes

    Head of ABM for Strategic and Large Enterprise Customers APAC
    Practical Implementation of Strategic ABM
  • Kishore Modak

    General Manager, APAC Marketing
    COVID-19’s Impact on the Marketing Function at HPE APAC
  • Rashish Pandey Director of Marketing Cisco B2B Marketing Conference Singapore

    Rashish Pandey

    Senior Marketing Director Asia-Pacific, Japan & China
    The Funnel for Predictive insights and forecasting
  • VC John accenture CMO B2B Conference 2020 Asia

    VC John

    Regional VP Marketing & Comms, Banking, Financial Services, Insurance , APJ, Middle East & Africa
    B2B Marketing in Banking, Financial Services & Insurance
  • Anupama poduri cmo b2b conference 2020

    Anupama Poduri

    Director, Global Marketing
    B2B Marketing in Manufacturing
  • Marnie Davey

    Marketing and Customer Experience Manager
    B2B Marketing in Manufacturing
  • anthony lieu b2b marketing conference 2020

    Anthony Lieu

    Head of Marketing and Lawyer
    Building brand and managing transformation, change and growth in professional services
  • Mark Bornstein on24 abm event australia asia singapore

    Mark Bornstein

    VP of Global Content Marketing
    How to create engaging digital experiences to drive ABM success
  • vikram kumar b2b conference asia 2020

    Vikram Kumar

    Senior Director, Strategy & Consulting
    Data-driven marketing, measurement, metrics, attribution and dashboards
  • Iris Chan

    CMO, Asia Pacific and Japan
    Aligning Marketing and Sales In Volatile Times
  • Freda Amir

    Regional Head of Marketing, Fund Management Firm (Formerly with BNY Mellon)
    B2B Marketing in Banking, Financial Services and Insurance
  • sarah tucker b2b marketing linkedin

    Sarah Tucker

    Head of APAC Marketing
    The impact of the pandemic on marketing strategies and priorities for 2020 and beyond
  • Assaf Tarnopolsky Marketing LinkedIn Singapore Asia B2B Conference Asia 2020

    Assaf Tarnopolsky

    Director, Marketing Solutions - South East Asia, North Asia & Japan
    Forum MC
  • Julia Clyne cmo wall street journal b2b marketing hong kong 2020

    Julia Clyne

    Head of Media Sales & Marketing Solutions, APAC
    The opportunities for building brand during the pandemic
  • nicholas kontopoulos cmo b2b conference

    Nicholas Kontopoulos

    APAC Regional Head of Marketing
    CX - The Channel-Less Customer – One Customer, One Experience, One Organisation
  • Kenneth Goh

    Senior Director, Martech
    MarTech - Transformation, The Funnel, Predictive Analytics and Forecasting
  • Nick Dennis Adobe B2B Conference 2020

    Nick Dennis

    Director, Solution Consulting APAC
    Building brand and managing transformation, change and growth in professional services
  • Joe Escobedo cmo b2b conference 2020

    Joe Escobedo

    Author, Brand Builder and B2B Consultant
    Content Marketing that cuts through the digital clutter
  • Sean Crichton Browne CMO Asia B2B Conference 2020

    Sean Crichton-Browne

    Head of Global Partnerships & Customer Engagement
    Marketing as owners of Customer Experience and Customer Centric Cultures
  • Emma Roborgh

    Founder & CEO
    Turning marketing departments into revenue generating machines

DAY ONE: Wednesday, 19 August 2020 | SGT

10:00am SGT

WELCOME & OPENING REMARKS

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Assaf Tarnopolsky Marketing LinkedIn Singapore Asia B2B Conference Asia 2020

Assaf Tarnopolsky
Forum MC – Director, Marketing Solutions – South East Asia, North Asia & Japan
LinkedIn

10:05am SGT

ann sung ruckstuhl svp cmo b2b conference asia 2020

Ann Sung Ruckstuhl
SVP and Global CMO
Unisys

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

Natalie Truong CMO Asia Mercer B2B marketing conference 2020

Natalie Truong
CMO ASIA
Mercer

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

Iris Chan
CMO, Asia Pacific and Japan
Seismic

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.

12:05pm SGT

COFFEE BREAK

12:25pm SGT

Helen Kim Senior Director of APAC Marketing Redhat B2B Marketing Conference 2019

Helen Kim
Senior Director of APAC Marketing
Red Hat

Pete Nuchanatanon marketing grab b2b event singapore asia

Pete Nuchanatanon
Head of Marketing Business, Enterprise and Financial Group
Grab

sarah tucker b2b marketing linkedin

Sarah Tucker
Head of APAC Marketing
LinkedIn Marketing Solutions

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 two 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

Mark Bornstein
VP of Global Content Marketing
ON24 (USA)

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.

1:50pm SGT

LUNCH BREAK

2:25pm SGT

CHOOSE YOUR TRACK

ABM – Practical implementations of strategic Account Based Marketing and ABM at scale.

This 60min interactive session will focus on the practicalities and realities of implementing an effective ABM program and ROI performance measurement– less on the theory/thinking, more on the doing!

During this session we’ll cover strategic Account-Based Marketing where the focus is on creating and executing highly-customised marketing plans for target accounts and/or less-customised programs for clusters of accounts with similar issues and needs.

Can we implement ABM with some scale? We will discuss the one2one, one2few and one2many scenarios, and systematic ABM where B2B marketers leverage technology to tailor marketing campaigns for specific named accounts at scale. ABM scale is made possible due to the latest technologies that enable razorfine targeting, analytics, and engagement across large target segments of identified accounts. We will discuss the key steps in activation including target lists, hyper-personalisation, internal orchestration and the ‘account view’.

We’ll be dedicating 30min to answering your questions during this highly interactive session.

Session sponsored by:

verticurl WPP Long B2B marketing conference sydney australia 2020 cropped2

Moderator:
Vikram Kumar, Senior Director, Strategy & Consulting, Verticurl

Borko Kovacevic CMO Microsoft Singapore speaking at B2B marketing Conference Asia 2020

Borko Kovacevic
Chief Operating and Marketing Officer
Microsoft Singapore

natalie mendes cmo sas b2b marketing conference 2020b

Natalie Mendes
Head of Account Based Marketing (ABM) for Strategic and Large Enterprise Customers – APAC
SAS

The opportunities for building brand during the pandemic

With so much noise happening in market around COVID, the panel will discuss the opportunities they see during this pandemic in reinforcing their positioning in market and how they are supporting their industry and customers for long term success.

The panel will share real life examples of their brand campaigns and strategy.

We’ll also be covering:

  • Brand Positioning, Strategy & Measurement
  • Balancing long-term brand building activities and short-term demand generation and the budget allocation of each.
  • Building your “board-friendly” brand strategy – selling the concept of brand and its importance for revenue and growth.
  • Measuring brand health, brand measurement tools and metrics

Session Sponsored by:

Session Moderator:
Emma Roborgh, Founder & CEO, B2B Marketing Leaders Forum

andrea de vinceniis cmo asia B2B Conference 2020

Andrea de Vincentiis
Regional Head of B2B Marketing APAC
HSBC

Julie Walker
Head of Marketing APAC
Slack

Julia Clyne cmo wall street journal b2b marketing hong kong 2020

Julia Clyne
Head of Media Sales & Marketing Solutions, APAC 
The Wall Street Journal

MarTech Transformation – the What, How, Then & Now of Digital and Martech
Martech stacks, people, tools and process have today see levels of maturity. Stacks implemented 15 years ago and sometimes even as recent as five years ago can quickly become legacy.
Two years ago, Dell Technologies embarked on a Digital Transformation involving the re-freshing and modernisation of their global martech stacks.
During this session, Head of Digital at Dell Technologies, Genevieve Yeep will share:

  • How to accelerate digital marketing maturity by driving innovation and rapid adoption of available technologies to support business objectives and maximise ROI
  • The transformation journey that brought teams and partners to leapfrog
  • The stream-lining between Global, Regional and Country level
  • Lessons learnt from change management and how to carry everyone along on the journey
  • The role and core skill sets of the digital marketer of the future

We’ll also be discussing:

The Funnel for Predictive Insights and Forecasting

With a well aligned and integrated martech stack, clear processes and responsibilities marketers are able to clearly predict marketing’s contribution to revenue months or quarters in advance.

During this session we’ll discuss the funnel structure, metrics, attribution and reporting and its impact on budgeting and the end of marketing as the colouring-in department.

  • Deep-dive discussion on mutually agreed and clearly defined sales and marketing lead management process and lead definitions.
  • Clear attribution of funnel ratios, time in funnel to sale, opportunity age, average deal size, channels for delivering highest quality opportunities, average deal size to show where best to invest your budget and of course, proving the business impact!
  • How to use the framework for predictive insights and forecasting
  • Advice for the incremental steps you can take when faced with legacy systems

Session sponsored by:
verticurl WPP Long B2B marketing conference sydney australia 2020 cropped2

Moderator:
Kenneth Goh, Senior Director, MarTech, Verticurl

Genevieve Yeep
Head of Digital, APJ
Dell Technologies

Rashish Pandey Director of Marketing Cisco B2B Marketing Conference Singapore

Rashish Pandey
Senior Marketing Director Asia-Pacific, Japan & China
Cisco Systems

Content Marketing that cuts through the digital clutter

During this highly interactive 60min session we’ll be discussing:

  • Aligning your content strategy with business strategy
  • Do you have your content mapped to the new-all-digital customer journey?
  • Mapping content to the funnel and sales process
  • Using content to progress conversations during long sales cycles
  • Are you focusing on the most profitable segments?
  • Are you “tilting” your content just enough to truly have a different story to tell?
  • The importance of authenticity and using the right language
  • Take advantage of B2B influencer programs
  • What relevant, useful, pandemic-related content looks like
  • What mechanisms are useful in capturing what the audience cares about?
  • What tactics do you use to ensure you’re relevant to customer needs in real time?
  • How do you create your different global messages when each part of the world is facing something different?
  • Measurement models for proving Content Marketing as a Revenue Function

Moderator:
Joe Escobedo, Author, Brand Builder and B2B Consultant

Sophia Ong - VP Market Develoment - B2B Marketing Leaders Asia Virtual Forum 2020

Sophia Ong
Vice President Marketing, Electronics
ST Engineering

Iris Chan
CMO, Asia Pacific and Japan
Seismic

This session will focus on two aspects of Customer Experience:

Marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results.

It has been argued that CX is what marketing is all about; that the two terms are in fact synonymous. Customer Experience needs to be championed by Marketers and supported by the C-Suite.

If this is the case, then the CMO should play a pivotal role in CX strategy be the custodian of customer experience. It falls on the shoulders of the CMO to be the voice of the customer into the business and aligning all cross-functional teams around the customer.

1. B2B Marketers role in creating Customer Centric Cultures

The first part of this session will focus on the Marketers role in building Customer Centric Cultures

  • Taking the lead as a B2B marketer through initiating change and building an integrated customer, employee and brand experience
  • The cultural aspects of CX change: how to influence departments outside of marketing’s control
  • Generating impact without direct authority
  • Advice and best practice recommendations to connect employee experience to customer experience
  • Change management across an organisation. How do you deal with more of the “soft” behavioural changes needed

2. The Channel-Less Customer – One Customer, One Experience, One Organisation

During the second part of the session we’ll focus on the marketing controlled experiences which see personalised, end-to-end, friction free experiences across every channel.

This session will focus on:

  • The blueprint and process of end-to-end Customer Journey Mapping
  • The importance of the fully integrated martech stack, the single customer view 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?
  • How do you relate the advanced customer experience metrics that you receive from marketing journey building back to the bottom line?

Session sponsored by

nicholas kontopoulos cmo b2b conference

Nicholas Kontopoulos
APAC Regional Head of Marketing
Adobe DX Commercial

Sean Crichton Browne CMO Asia B2B Conference 2020

Sean Crichton-Browne
Head of Global Partnerships & Customer Engagement
MarketCulture Strategies

3:25pm SGT

Nick Reynolds CMO Hitachi Johnson controls B2b marketing conference event in Asia 2020

Nick Reynolds
VP & CMO
Johnson Controls-Hitachi

yvette templar cmo allied health b2b marketing singapore 2020

Yvette Templar
VP Marketing APAC
Allied World Insurance

Borko Kovacevic CMO Microsoft Singapore speaking at B2B marketing Conference Asia 2020

Borko Kovacevic
Chief Operating and Marketing Officer
Microsoft Singapore

Nicole Worthington cmo jll asia b2b marketing conference 2020

Nicole Worthington
CMO Asia Pacific
JLL

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

DAY TWO: Thursday, 20 August 2020 | SGT

10:00am SGT

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

WELCOME & OPENING REMARKS

10:05am SGT

Tricia Weener cmo hsbc b2b marketing hong kong 2020

Tricia Weener
Global Head of Marketing B2B, Commercial Banking
HSBC

Mark Phibbs CMO VP Marketing Cisco Asia Pacific b2b conference 2020

Mark Phibbs
VP Global Marketing Insights and Analytics & APJC Marketing
Cisco

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 at the leadership table with focus on predictive analytics.
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

Kishore Modak
General Manager, APAC Marketing
Hewlett Packard Enterprise

COVID-19’s IMPACT ON THE MARKETING FUNCTION AT HPE APAC

During this highly practical session Kishore will share his personal journey and that of his APAC team in adapting to the pandemic:

  • The B2B marketing set-up before and after the pandemic
  • The cancellation and re-invention of the “Monster” campaign
  • Supporting Sales and Business during Covid’s f2f closure
  • Marketing in the new world

11:25am SGT

Pamela Cass VMware B2B Marketing Conference Sydney Australia 2020

Pamela Cass
Global VP of Field Marketing & Demand Generation
VMWare

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?

12:05pm SGT

COFFEE BREAK

12:25pm SGT

Jamshed Wadia CMO Intel Singapore speaking at b2b marketing confernce asia 2020

Jamshed Wadia
Director, Marketing – Customer and Marketing Experiences Group, Asia Pacific and Japan
Intel

vikram kumar b2b conference asia 2020

Vikram Kumar
Senior Director, Strategy & Consulting
Verticurl

BUILDING A MODERN MARKETING COE THAT LEVERAGES ON INSIGHTS AND MARTECH TO CREATE BUSINESS OUTCOMES

– 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:

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1:10pm SGT

Yukiko Yamaguchi cmo panasonic b2b japan marketing 2020

Yukiko Yamaguchi
Global CMO Connected Solutions
Panasonic Corporation

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.

1:50pm SGT

LUNCH BREAK

2:25pm SGT

CHOOSE YOUR TRACK

Building brand and managing transformation, change and growth in professional services
Each panelist will present a case study followed by 20min Q&A with the audience

  • The importance of brand and positioning in an undifferentiated industry
  • Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
  • The digitally enabled professional services firm – Driving and building digital capability within your organisation
  • The “sales” and marketing alignment and relationship in professional services
  • Advancing the marketing department as a credible, growth and revenue driver for the business
  • Leverage insights to transform your business by persona and journey maps of our customers’ customers

Session sponsored by:


Moderator:

Nick Dennis, Director, Solution Consulting APAC, Adobe DX Commercial

Rachael Milford CMO Controlrisks Singapore B2B Marketing Conference 2020

Rachael Milford
Partner – Global Head of Strategy & Investor Marketing and Head of Marketing & Communications, Asia Pacific
Controlrisks

madhavi kale cmo asia b2b marketing conference 2020

Madhavi Kale
Global Head of Consumer and Client Insights
Sodexo

anthony lieu b2b marketing conference 2020

Anthony Lieu
Head of Marketing and Lawyer
Legalvision

Panellists will share their main challenges and opportunities as B2B marketers in IT, Software, Tech including:

  • Complex campaign and segmentation Go-to-market strategies during the pandemic, campaign management and getting out to marketing during these new times of media consumption with focus on Customer Life Time Value.
  • Replacing traditional Q3/Q4 country wide road-shows with creative digital initiatives that progressing and continue to drive pipeline support
  • Engaging and supporting country sales virtually in the absence of  f2f meetings
  • Branding opportunities
  • Activating channel partners and resellers making a global channel strategy work at an individual local and regional level
  • How the NPS score has gone up 25 – 30% during the pandemic
  • Sales and Marketing Transformation that has set up for rapid growth and international expansion strategy across Asia.
  • The clear strategic vision, go-to-market roadmap and ecosystem mindset and the role of content marketing  that has seen  emerging company Cloud4C able to expand its footprint into several new geographic countries/regions within an incredibly short period of time.

Moderator:
Emma Roborgh, Founder and CEO, B2B Marketing Leaders Forum

Helen Kim Senior Director of APAC Marketing Redhat B2B Marketing Conference 2019

Helen Kim
Senior Director of APAC Marketing
Red Hat

KP Unnikrishnan Marketing Paolo Alto Networks Singapore Asia Conference

KP Unnikrishnan
VP Marketing JAPAC
Palo Alto Networks

Samuel Varghese CMO Cloud4C asia B2B Marketing Conference 2020

Samuel Varghese
Vice President – Marketing
Cloud4C

This session is specifically for B2B marketers within the Banking, Insurance and Financial Services Industries.

The chat and Q&A session is open so please ensure you bring your most pressing questions and topics for discussion for our panellists.

We’ll be covering

  • The role of marketers during a crisis – opportunities for both CMOs and emerging leaders to step up
  • The need for building salient brands and focus on prioritising internal and external comms
  • Humanising financial services and earning trust during crises
  • How marketers are taking a leading role in driving  and responding to the rapidly changing buyer road-map with cx and digitalisation
  • Avoiding diluted messages for overly saturated content marketing – looking to analytics and metrics
  • The client journey and experience and staying relevant during these times
  • Leading marketing team alignment, skills and resources to enable current need for digital talent

Session Sponsored by:

yvette templar cmo allied health b2b marketing singapore 2020

Yvette Templar
VP Marketing APAC
Allied World Insurance

harikumar rajasekhar - b2b conference asia 2020

Harikumar Rajasekhar
VP, APAC Head of Digital Communications and Social Media
Deutsche Bank

VC John accenture CMO B2B Conference 2020 Asia

VC John
Regional VP Marketing & Communications – BFSI , APJ, Middle East & Africa
Global Industry Marketing Director Insurance, Marketing Director – Global Fintech Program
Accenture

Amelie Marivain
Global Marketing Director
Thunes

Freda Amir
Regional Head of Marketing
Fund Management Firm (Formely with BNY Mellon)

Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing.

  • Persona, Journey Mapping and Go-to Market Campaigns adapted and localised for countries in Asia, in a multi-touch digital environment
  • Connecting the Customer Journey from purchase to purchase
  • Journey mapping and working with partners and distributors
  • Analytics and Dashbords
  • Capturing the price sensitive and convenience focused aftermarket/parts buyers by building loyalty and experience.
  • B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce

Mariam Al Foudery
Group Chief Marketing Officer
Agility

Marnie Davey
Head of Marketing & Customer Experience
WesTrac

Anupama poduri cmo b2b conference 2020

Anupama Poduri 
Director Global Marketing
Schneider Electric

3:20pm SGT

END OF VIRTUAL FORUM

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