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09:00am SGT

WELCOME & OPENING REMARKS

09:05am SGT

CMO/CEO ALIGNMENT

How to position the value of marketing to the CEO/CFO and Leadership team

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”.

During this fire-side chat between CEO and CMO we’ll be discussing how to position the value of the CMO to the CEO:

• How to establish credibility with the CEO and retain a respected seat at the leadership table
• The need for CMOs to understand the CEO’s direct obligation to drive a growth agenda
• Agreeing on metrics and reporting that matter to the CEO – what does commercial acumen as a CMO look like?
• 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

09:45am SGT

THE CMO'S GUIDE TO B2B MARKETING ATTRIBUTION AND REPORTING

People, processes and technology are key ingredients for marketers in order to clearly attribute marketing campaigns and spend to company’s bottom line.
Yet, the recently published “State of B2B Marketing in Asia” report by B2B Marketing Leaders Forum and Adobe shows that over 50% of marketers in Asia don’t have a ROI or pipeline contribution target.
What earns marketing a seat at the leadership table is knowing your return on investment (ROI), revenue contribution and knowing the insights to defend your data.
Join us for a discussion moderated by our very own Janie Lim, Senior Marketing Director, Digital Media APAC Adobe.

During this session you’ll hear from CMOs how it’s actually done in practice.

10:25am SGT

BRAND – DEMAND CONNECTION - Aligning brand awareness and demand generation in APAC

The effectiveness of treating brand-building and demand gen with the same objectives and KPIs, under the same budget and team, as one integrated approach through the whole of the marketing funnel, not only uses resources more efficiently but also improves customer engagement, loyalty and, ultimately, pipeline. If your brand awareness and demand generation campaigns aren’t in lockstep, you’re missing out on the opportunity to reap the impact and efficiency of a single story carried through every customer conversation, engagement and experience.

During this keynote, Bhupesh will share examples of SAS’ “brand-demand-engagement strategy,” and how their “curiosity forever campaign” is building awareness to create demand.
Key session highlights include:

• How the SAS “Curiosity Forever” campaign is designed for both Brand-to-Human (B2H) outreach impacting awareness and Brand-to-Demand (B2D) to drive consideration
• A pragmatic way to look at budgets, structure, KPIs and measurement – balancing the long-term play of brand with short-term targets of demand gen.
• Synchronised global brand and demand generation campaigns and countrification for APAC
• The importance of rallying your sellers — including your own sales force and your channel partners
• Driving consistent customer engagement across the entire lifecycle of a customer, especially in an Anything-as-a-service world

11:25am SGT

THE FUTURE OF FIELD MARKETING - Hybrid, in-person and virtual: reengineering your event mix

Findings from the 2021 future of events strategy survey
This past year, B2B event marketers have shown incredible resilience and agility with their virtual event strategy. Whether in-person gatherings are coming back soon or not, one thing is certain: virtual events have marketing leaders re-examining their connected event practices to accelerate a new generation of experiences.

With Asia starting to open up, how will this affect future events? What are marketing and demand generation leaders choosing to focus on as we continue into 2021? Get a first-hand look at the results from our most recent survey on future event strategy, and join Cheri Keith, Global Head of Strategy and Research at ON24 to learn about:

• The outlook of marketing leaders on their event portfolio
• The most important metrics to demonstrate event value and optimise engagement
• Best practices, tactics and approaches to build impactful event strategy
• How to apply these findings into your future event programme

Plus, you’ll get a chance to ask questions, participate in live polls, and get the information you need to turn your events into can’t-miss experiences!

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

12:05pm SGT

DEMAND GENERATION - Platform + People: Making Demand Gen Work Around the World

How do you really get an effective demand gen strategy off the ground?

As a fundamental component of any comprehensive marketing engine, demand generation is what closes the loop between marketing and sales teams to fuel company growth. Yet while the concept is simple—drive and measure intent across channels to deliver engaged leads to sales—properly executing a demand generation strategy is anything but. In today’s landscape, it requires that a myriad of tools, channels, content, and teams work swiftly and seamlessly together to capture millions of online actions and package them neatly into something legible and actionable.

Selling Simplified Group, a Colorado startup turned global demand gen leader, built an international marketing enterprise backed by 1st-party data, proprietary technology, and a human-centric approach.

In this keynote session, Selling Simplified’s VP of Marketing, Rachael Ferranti, takes a detailed dive into the nuts and bolts of demand gen – from using SSG’s proprietary technology to power the company’s own international marketing efforts, to how SSG pairs these tools with a hyper-regionalized marketing approach to serve their clients worldwide.

12:45pm SGT

WHY AN INTEGRATED ORGANIC AND PAID MEDIA STRATEGY PRODUCES A HEALTHIER FULL FUNNEL JOURNEY

An integrated media strategy is simply better for business. The harmony between organic and paid may not be immediately apparent because they have such distinctive flavours. They are, however, complementary in nature.

With paid media campaigns, you control what messages are served to which audiences, and when. Organic media is a powerful way to deepen your brand’s relationship with your audience and continually engage them in an authentic way.

In this panel discussion, we will discuss

• The value of organic marketing and its contribution to paid.
• Hear from brands who have found organic success
• Understand why organic and paid is better for marketing outcomes
• Methodologies, measurement models and data they use to prove the effectiveness of their content efforts and ROI
• Data, insights and key metrics they use to analyse best performing content and channels
• How they are mapping content to the entire buyer journey, across multiple touchpoints
• How and what content and channels they use to progress conversations during long sales cycles, with large buying committees

2:00pm SGT

CHOOSE YOUR SESSION:

3:00pm SGT

MANAGING HQ – REGIONAL & LOCAL INTERPLAY - CMO virtual networking drinks - open mic

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.

In a fire-side chat style we’ll be discussing topics such as:

Managing HQ  – Regional & local interplay

• Corporate and regional interplay – Balancing HQ controlled marketing at scale with the importance of understanding and respecting the vast local culture differences across Asia
• Gaining local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office.
• Getting HQ to understand local market dynamics and making sure you’re not just the execution team
• Managing global teams wanting to push non relevant campaigns locally
• The magic formula of localisation –  finding the balance when providing locally relevant messages

The Future of Demand Gen – pipeline development and acceleration

Focus on Enterprise Marketing – large deals, long, complex buying centers and journeys

09:00am SGT

WELCOME & OPENING REMARKS

09:05am SGT

HOW TO START AND SCALE YOUR REVENUE MARKETING TRANSFORMATION

After her hugely successful revenue marketing transformations at Hexagon, a global leader in digital reality solutions, Ljubica has been inundated by large B2B tech companies wanting to replicate this success for their businesses! Recently, Ljubica joined Autodesk’s Construction Solutions business to build the revenue marketing engine and drive growth in APAC.

During this session Ljubica will share her best practice approach and discuss:

• The Growth Engine Revenue Generation Value Chain^TM as the foundation to setting up revenue marketing capability. This framework, together with other strategies, paved the way for consistent growth of 50%+ YOY over the past two years.
• Help you identify the drivers of revenue performance and its correlation to the four stages of marketing maturity.
• Present you with real world tools and practices you can put in place to move up the revenue marketing maturity stages of crawl, walk, run, and leap.
• Share tips on what to avoid, how to get started and scale.

Ljubica will also share her e-book and practical advice to help you firmly establish marketing as an authority on revenue generation, with a seat at the leadership table.

09:45am SGT

ARE HUMANS NEEDED TO DELIVER A SUPERB HUMAN EXPERIENCE? - THE GREAT DEBATE

The new era of marketing is more personalised, contextualised, and dynamic than ever before, enabled with a fresh arsenal of experience-focused tools. So then; Join us to unpack what today’s world suggests for tomorrow’s industry.

Whether we like it or not, we are all technologists

• Every business that’s growth-focused and innovation-led has technology in its foundation
• Every person that values learning, connection, and information is switched on and engaging daily through their devices and apps

In fact many of the values the business world upholds (collaboration, accountability, ambition and compassion) are already best actioned through, you guessed it, tech initiatives. So what does this mean for the future of the customer experience?

With AI, algorithms, the proliferation of consumer devices and the demand for immediacy on the rise, the customer experience will continue to become digitised. But is there an end point? Or will human-to-human interaction be dead in ten years?

Join four prominent industry experts as they debate the future of customer experience in sales and marketing — including the skills, opportunities and jobs of tomorrow as tech continues to not only disrupt industries and trades, but completely redefine them.

We will debate and discover:

• What today’s landscape is signaling for tomorrow’s world
• The value of human-to-human interaction — is it something businesses will safeguard or move past? And how do sales and marketing hold their ground when everyone else is moving on
• What businesses need to be thinking about now if they want to operate and connect with each other in the future. After all, to thrive tomorrow we need to be preparing today

10:25am SGT

CUSTOMER-CENTRIC MARKETING THROUGH DATA, EXPERIENCES AND TECHNOLOGY

As marketers in APAC continue to accelerate their MarTech adoption, how can they ensure that they are delivering on the promise of better CX, insight-driven marketing and a better use of marketing spend?

In this session, learn from Verticurl’s Krishna Kumar and TUV SUD’s Michelle Tan on how to take advantage of data to power your martech investment roadmap to:

• Building a customer centric martech stack
• Align your MarTech strategy with your Data strategy
• Reduce wasted investment in capability overlap and duplication
• Justify your return on marketing spend
• Develop your roadmap of martech investments

11:25am SGT

BUILDING A NEW BRAND AND MARKETING FUNCTION

Imagine you are given a blank canvas to re-build, from scratch, the entire marketing function for your business…what would you do?

How would you position the new narrative? What guiding principles, pillars and framework would you put in place?

Luca, given just that opportunity, will share the guiding principles, pillars and frameworks the leadership team is using to launch Kyndryl, an IBM spin-off with over 4500 existing clients and 90k employees globally.

He’ll share the frameworks and launch-plan as they’re rebuilding everything in marketing with a client and customer first approach

• Building a new brand for a people-based company
• Designing a customer-centric, outcomes focused organisation
• Enabling and empowering a layers / silos-free organisation, that is agile at the core

Walk away with the framework and principles you could implement into your organisation when driving change.

12:05pm SGT

PERSONAL LEADERSHIP AND CAREER ADVICE FOR APAC CMOS AND B2B MARKETERS

During this closing 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?