19-20 August 2020 | 10am - 4pm SGT

B2B MARKETING LEADERS VIRTUAL FORUM ASIA

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

Forum starts in:

Join Asia's largest community of B2B marketers

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

Registrations close 18 August!

We are very excited to announce that the 3rd annual B2B Marketing Leaders ASIA Forum 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 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:

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

First confirmed speakers for the ASIA Virtual Forum:

  • 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
  • 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
  • Nicole Worthington cmo jll asia b2b marketing conference 2020

    Nicole Worthington

    CMO Asia Pacific
    B2B Property & Construction Industry Discussion
  • 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
  • Julie Walker

    Head of Marketing APAC
    The opportunities for building brand during the pandemic
  • Yvette Templer

    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
  • 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
  • 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
  • Mark Bornstein

    VP of Global Content Marketing
    The New Future of Digital Marketing
  • Genevieve Tan

    VP Client Services, APAC
    Data-driven marketing, measurement, metrics, attribution and dashboards
  • Iris Chan

    Marketing Director, Asia Pacific and Japan
    Aligning Sales and Marketing During Disruptive Times
  • Assaf Tarnopolsky Marketing LinkedIn Singapore Asia B2B Conference Asia 2020

    Assaf Tarnopolsky

    Director, Marketing Solutions - South East Asia, North Asia & Japan
    Forum MC
  • Madhavi Kale

    Head of Marketing, Asia
    The challenges and opportunities as B2B marketers in Professional Services
  • 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

Global CMO (USA)

GLOBAL CMO OPENING KEYNOTE

Awaiting approval

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
Marketing Director, Asia Pacific & Japan
Seismic

ALIGNING SALES AND MARKETING DURING DISRUPTIVE TIMES

The economic impact, social distancing and prevalence of remote working as a result of COVID-19 have fundamentally changed the B2B go-to-market playbook. As everything pivots towards virtual, what do marketing and sales reps need to do differently in sync to engage buyers in this increasingly crowded digital landscape?

In this session, join Iris Chan, Marketing Director at Seismic, to learn:

  • Why sales and marketing alignment is more critical than ever before for B2B organisations in these unprecedented times.
  • How Marketing can empower Sales to deliver a compelling customer experience that differentiates the business and sustains revenue.
  • 5 practical approaches to align sales and marketing in light of the new business reality.

12:05pm SGT

COFFEE BREAK

12:35pm SGT

Nicole Worthington cmo jll asia b2b marketing conference 2020

Nicole Worthington
CMO Asia Pacific
JLL

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

Helen Kim
Senior Director of APAC Marketing
Red Hat

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

1:15pm 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.

1:55pm SGT

LUNCH BREAK

2:55pm 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

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:

Julie Walker
Head of Marketing APAC
Slack

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, attbritution 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
  • How to accelerate digital marketing maturity by driving innovation and rapid adoption of available technologies to support business objectives and maximise ROI
  • 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

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

B2B Marketers role in creating Customer Centric Cultures

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.

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

4:00pm SGT

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

Nick Reynolds
VP & CMO
Johnson Controls-Hitachi

Yvette Templer
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

CMO VIRTUAL NETWORKING DRINKS

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

CMO PANEL - INSPIRING MARKETING LEADERSHIP – DEVELOPING AND MOBILISING THE MOST POWERFUL MARKETING TEAM FOR YOUR ORGANISATION ACROSS ASIA AND THE WORLD.

Marketing departments are becoming increasingly more complex. As we start out as marketers our priority is to develop our own functional marketing skills. As we start leading others, keeping up with the changes in functional skills is replaced by spending more time on management and leadership.

Building a well-aligned team with the right marketing and leadership skills mix becomes critical for success.
But in this changing world, how do we find, keep and train the right marketing talent to operate effectively?

With focus on building and managing teams across Asia, Panelists will share their experiences on:

  • 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)

10:45am 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?

11:25am 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?

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.

12:05pm SGT

COFFEE BREAK

12:35pm 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

Genevieve Tan
VP Client Services, APAC
Verticurl

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:

verticurl WPP Long B2B marketing conference sydney australia 2020 cropped2

1:15pm 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.

1:55pm SGT

LUNCH BREAK

2:55pm 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
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

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

  • Taking control of the data strategy and conversation – Bringing insights to life and getting value out of your data
  • How are you structuring your teams for growth?
  • Activating channel partners and making a global channel strategy work at an individual local and regional level
  • Targeting CIOs and IT during the Pandemic
Helen Kim Senior Director of APAC Marketing Redhat B2B Marketing Conference 2019

Helen Kim
Senior Director of APAC Marketing
Red Hat

Panellists will share their main challenges and opportunities as B2B marketers in Banking, Insurance and Financial Services

Yvette Templer
VP Marketing APAC
Allied World Insurance

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

4:00pm SGT

END OF VIRTUAL FORUM

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Interested in becoming a sponsor?

Asia VIRTUAL Forum 2020 Sponsors:

HEADLINE PARTNER:

Verticurl b2b marketing conference Sydney Australia 2020

PLATINUM PARTNER:

PLATINUM PARTNER:

LinkedIn B2B Marketing Conference Sydney Australia 2020

GOLD PARTNER:

WEBINARS POWERED BY:

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