18-19 August 2021 | 9am SGT | Online

B2B MARKETING LEADERS FORUM ASIA 2021

Asia's largest gathering of B2B marketers!

Asia's largest B2B marketing forum

Focused on revenue, growth, brand, leadership and personal career advancement!

The 4th annual B2B Marketing Leaders ASIA Forum will again be held as a Virtual Forum on the 18-19 August 2021.

Again, this is a great opportunity for you and your team across all of Asia 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.

  • We’re seeing a large skills gap today in B2B marketing, and it’s conferences like these that help fill that gap as this is the only place they’re going to get this kind of education`` - Carlos Hidalgo – Customer Experience Strategy, B2B Demand Generation and Change Management Expert (USA)

What you'll learn from over 30 B2B Marketing Leaders in 2021:

CMO/CEO Alignment - How to establish credibility with the CEO and retain a respected seat at the leadership table

Revenue Marketing Transformation at Autodesk – Learn how to start and scale your APAC program

Brand – Demand Connection - Aligning brand awareness and demand generation in APAC

Demand Generation - Platform + People: Making demand gen work around the world

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

ABM – How to scale ABM without losing effectiveness: lessons learned in APAC

The Future of Field Marketing - Hybrid, in-person and virtual: reengineering your event mix

Brand – The role of brand in sustainable revenue and business growth

eCommerce in B2B - The digital shift accelerating B2B buyers using eCommerce

Managing global HQ expectations and local Asian interplay

Personal Leadership & Career Advice for APAC CMOs and emerging B2B marketing leaders

 

And much, much more!

B2B Marketing Leaders sharing their experiences include:

  • Mitch Young CEO service now asia speaking at b2b marketing conference

    Mitch Young

    President – APJ
    CMO/CEO Alignment - Establishing credibility with the CEO
  • Sotis Dramalis cmo servicenow asia speaking at b2b marketing conferece

    Sotis Dramalis

    VP Marketing – APJ
    Speaking the language of the CEO - what does commercial acumen as a CMO look like?
  • Karina Gan, Global CMO Growth Markets Accenture speaking at b2b marketing conference in Asia

    Karina Gan

    Global CMO Growth Markets
    Career advice for APAC CMOs and B2B marketers
  • Bhupess Lall, CMO APAC SAS B2b Marketing conference in asia

    Bhupesh Lall

    VP Marketing APAC
    Aligning brand awareness and demand generation in APAC
  • Robin Seow, head of enterprise marketing at singtel to speak at b2b marketing conference in asia

    Robin Seow

    Head, Global Enterprise Marketing
    Focus on Enterprise Marketing – large deals, long, complex buying centers and journeys
  • Ljubica Radoicic autodesk revenue marketing conference b2b asia

    Ljubica Radoicic

    Revenue Marketing Director, APAC
    How to start and scale your revenue marketing transformation
  • Joanne Woo, head of marketing abb speaking at b2b conference in asia

    Joanne Woo

    Global Head of Marketing – ABB Process Industries
    Inspirational and Personal Leadership
  • Kerry Scotland CMO Verizon speaking at b2b marketing conference on abm in asia singapore

    Kerry Scotland

    Head of Marketing APAC
    ABM - Insights driven strategic ABM at scale in APAC
  • Basia Borysewicz cmo intel asia speaking at b2b marketing conference

    Basia Borysewicz

    Marketing Director JAPAC
    Managing HQ – Regional & local interplay
  • Bryce Blacker, Cmo APAC at juniper networks to speak at b2b marketing conference in asia

    Bryce Blacker

    Head of Marketing APAC
    The Future of Demand Gen – pipeline development and acceleration
  • sisca margaretta head of apac marketing experian singapore conference marketing

    Sisca Margaretta

    CMO APAC
    Brand to demand to loyalty and advocacy
  • Christiana Wu head of marketing Asia preqin speaking at b2b marketing conference

    Christiana Wu

    VP, Head of Marketing APAC
    Gaining local autonomy, flexibility and control of campaigns and content
  • colleen Baguley adobe abm marketing conference b2b asia

    Colleen Baguley

    Enterprise Marketing & ABM Lead
    Strategic and industry cluster ABM across APAC
  • Janie Lim

    Senior Marketing Director APAC
    The Guide to B2B Marketing Attribution
  • Rachael Ferranti Global VP of Marketing Selling Simplified speaking at conference cmo in asia

    Rachael Ferranti

    Global VP of Marketing
    Demand Generation - Platform + People: Making demand gen work around the world
  • Cheri Keith on 24 speaking at ABM conference in Asia

    Cheri Keith

    Global Head of Strategy & Research
    The Future of Events: - Hybrid, in-person and virtual: reengineering your event mix
  • Andrew Everingham - Capital-e-B2B Marketing Leaders Forum APAC 2021

    Andrew Everingham

    CEO
    Forum MC - Creating executive engagement
  • Mari Kauppinen the marketing practice speaking on abm at asia conference for b2b cmo

    Mari Kauppinen

    Managing Director APAC
    ABM - Building a strategic ABM Centre of Excellence in Asia
  • Julia Clyne cmo wall street journal b2b marketing hong kong 2020

    Julia Clyne

    Head of Marketing Solutions, APAC
    Building your “board-friendly” brand strategy

DAY ONE: Wednesday, 18 August 2021

09:00am SGT

emma roborgh founder and ceo of b2b marketing conference in asia singapore

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Andrew Everingham - Capital-e-B2B Marketing Leaders Forum APAC 2021

Andrew Everingham
Forum MC and CEO
CAPITAL-e

WELCOME & OPENING REMARKS

09:05am SGT

Mitch Young CEO service now asia speaking at b2b marketing conference

Mitch Young
President – APJ

ServiceNow

Sotis Dramalis cmo servicenow asia speaking at b2b marketing conferece

Sotis Dramalis
Vice President Marketing – APJ

ServiceNow

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

Janie Lim
Senior Marketing Director APAC
Adobe

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

Bhupess Lall, CMO APAC SAS B2b Marketing conference in asia

Bhupesh Lall
VP Marketing APAC
SAS

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

11:05am SGT

COFFEE BREAK

11:25am SGT

Cheri Keith on 24 speaking at ABM conference in Asia

Cheri Keith
Global Head of Strategy & Research 
ON24 (USA)

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

Rachael Ferranti Global VP of Marketing Selling Simplified speaking at conference cmo in asia

Rachael Ferranti
Global VP of Marketing
Selling Simplified

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

ORGANIC AND PAID IN A FULL FUNNEL JOURNEY

During this panel, our speakers will be sharing successful examples of how they’re building successful content marketing programs in today’s competitive content environment with the objectives of driving awareness, demand generation, engagement, sales opportunities and faster conversions.
Learn:

  • 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

1:25pm SGT

LUNCH BREAK

2:00pm SGT

CHOOSE YOUR SESSION:

ABM - ACCOUNT BASED MARKETING

HOW TO SCALE ABM WITHOUT LOSING EFFECTIVENESS: LESSONS LEARNED IN APAC

Account based marketing is in high demand because of the impact it can have on revenue, relationships and reputation. If you’ve launched a successful program, you might find other parts of your business are keen to adopt your approach. Or perhaps you’re the one pushing to maximise the benefits by expanding to different regions or industry sectors. But how do you know when you’re ready to scale, and what approach to take?

In this session we’ll hear from marketing leaders at Verizon and Adobe who have successfully scaled their programs in APAC, and who will answer questions including:

  • When’s the right time to scale my ABM program?
  • What are the differences between scaling 1:1 and 1:few or 1:many ABM?
  • What governance or processes should I have in place?
  • Which teams do I need to get on board to help me scale?

Attendees will return to their desks armed with practical advice to help grow their ABM programs, without losing effectiveness in the process.

Kerry Scotland CMO Verizon speaking at b2b marketing conference on abm in asia singapore

Kerry Scotland
Head of Marketing APAC
Verizon Business Group

colleen Baguley adobe abm marketing conference b2b asia

Colleen Baguley
Enterprise Marketing & ABM Lead for ANZ
Adobe

Mari Kauppinen the marketing practice speaking on abm at asia conference for b2b cmo

Mari Kauppinen
Managing Director, APAC
The Marketing Practice
(Former Head of Marketing, Enterprise, Commercial and Channel at IBM)

BRAND TO DEMAND TO LOYALTY AND ADVOCACY

ENSURING THE BUSINESS (AND CFO) UNDERSTAND HOW BRAND INVESTMENTS CREATE GROWTH OVER TIME

During this interactive session our panellist will real life examples of their brand campaigns and strategy.
We’ll be discussing:

  • The role of brand in sustainable revenue and business growth
  • Building your “board-friendly” brand strategy – selling the concept of brand and its importance for revenue and growth.
  • Balancing long-term brand building activities and short-term demand generation and the budget allocation of each
  • Measuring brand health, brand measurement tools and metrics.
  • Brand values as corporate values – The view from the top

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

sisca margaretta head of apac marketing experian singapore conference marketing

Sisca Margaretta
Chief Marketing Officer, APAC
Experian

Julia Clyne cmo wall street journal b2b marketing hong kong 2020

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

ECOMMERCE IN B2B

THE DIGITAL SHIFT ACCELERATING B2B BUYING USING ECOMMERCE

The digital shift accelerating B2B buying using eCommerce

Track hosted by:
Verticurl Logo 2021

3:00pm SGT

Robin Seow
Head, Global Enterprise Marketing
Singtel Enterprise Business, Group Enterprise

Basia Borysewicz cmo intel asia speaking at b2b marketing conference

Basia Borysewicz
Marketing Director JAPAC
Intel

Christiana Wu head of marketing Asia preqin speaking at b2b marketing conference

Christiana Wu
VP, Head of APAC Marketing
Preqin

Bryce Blacker, Cmo APAC at juniper networks to speak at b2b marketing conference in asia

Bryce Blacker
Head of Marketing APAC
Juniper Networks

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

DAY TWO: Thursday,19 August 2021 | SGT

09:00am SGT

emma roborgh founder and ceo of b2b marketing conference in asia singapore

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Andrew Everingham - Capital-e-B2B Marketing Leaders Forum APAC 2021

Andrew Everingham
Forum MC
CEO, CAPITAL-e

WELCOME & OPENING REMARKS

09:05am SGT

Ljubica Radoicic autodesk revenue marketing conference b2b asia

Ljubica Radoicic
Director, Revenue Marketing APAC
Autodesk

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 ChainTM 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

THE FUTURE CMO AS OWNER OF SALES - THE GREAT DEBATE

10:25am SGT

FROM PERFECT DATA, TO INSIGHTS, CAMPAIGNS AND APAC SEGMENTATION STRATEGIES - THE NIRVANA OF B2B MARKETING

11:05pm SGT

COFFEE BREAK

11:25am SGT

TOPIC TO BE CONFIRMED

12:05pm SGT

Karina Gan, Global CMO Growth Markets Accenture speaking at b2b marketing conference in Asia

Karina Gan
Global CMO Growth Markets
Accenture

Joanne Woo, head of marketing abb speaking at b2b conference in asia

Joanne Woo
Global Head of Marketing – ABB Process Industries
ABB

Andrew Everingham - Capital-e-B2B Marketing Leaders Forum APAC 2021

Andrew Everingham
Forum MC and CEO
CAPITAL-e
(Former Head of Marketing Salesforce)

PERSONAL LEADERSHIP & 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?

REGISTER YOUR ASIA TEAM HERE!

1-2 Tickets

SGD55 pp

3-6 Tickets

SGD45 pp

7+ Tickets

SGD35 pp

Asia VIRTUAL Forum 2021 Sponsors:

HEADLINE PARTNER:

DIGITAL EXPERIENCE PARTNER:

ON24-b2b-marketing-conference-Sydney-Australia-2020

PLATINUM PARTNER:

Selling Simplified ABM Forum Asia Australia 2020

PLATINUM PARTNER:

Verticurl Logo 2021

APJ B2B AGENCY PARTNER:

McCorkell b2b marketing conference Sydney Australia 2020

PLATINUM PARTNER:

LinkedIn B2B Marketing Conference Sydney Australia 2020

EXECUTIVE ENGAGEMENT PARTNER:

Capital-e Logo Colour

GOLD PARTNER:

ABM PARTNER:

The Marketing Practice ABM at b2b marketing leaders conference sydney australia 2021

Interested in Speaking or Sponsoring in 2021?