9:30am AEST | 7:30am SGT

THE CHANGING ROLE OF THE CMO IN AN ERA OF COVID - FROM MARKETER, TO BUSINESS LEADER AND ADVISOR TO THE CEO

In this opening keynote, live from Boston, Tim will share (with focus on the Pandemic) how to re-educate the leadership team that marketing is a business leader first, marketer second and how to elevate the view of marketers as
strategic leaders of growth.

You’ll learn:

• 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
• Stakeholder engagement – work your network – how to be present and stay relevant in their worlds.

10:00am AEST | 8.00am SGT

THE BIG EVENT PIVOT: TRANSITIONING IN-PERSON TO VIRTUAL EVENTS TO CAPTURE CUSTOMERS DURING THE PANDEMIC

As B2B marketers we’re all heavily reliant on physical in-person events. Both for top of funnel awareness and demand generation and mid, bottom of funnel for engagement and nurture.

As head of all of Forrester/SiriusDecisions’ global events and summits, Lisa will in this  keynote share her personal perspective on how she’s transitioned from in-person events and her new strategy for 2020 and beyond.

She’ll also be sharing her observations from speaking with clients and the latest Forrester research and recommendation

10:30am AEST | 8.30am SGT

THE FUTURE OF B2B CUSTOMER EXPERIENCE

There is a growing need for B2B-focused brands to make more of an impact when it comes to pushing customer experience frontiers. Consequently, B2B companies need to re-examine how they engage an increasingly digital savvy and demanding customer base.

Join Nicholas where he will be sharing insights on “The State of B2B CX in APAC” and will explore:

• The growing importance of having a B2B customer experience strategy,
• The value of bridging the gap between people, processes, technology and data,
• The ever-increasing importance of CX within the B2B customer journey.

11:00am AEST | 9.00am SGT

HOW THREE B2B MARKETERS RE-WROTE THEIR Q2/Q4 AND 2020 MARKETING STRATEGIES IN 24HRS

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.

With a strong focus on how they’re filling pipeline gaps from the loss of events, these three B2B CMOs will share their new Covid-19 adapted marketing strategies for the remainder of 2020.

11:30am AEST | 9.30am SGT

COFFEE BREAK

11:45am AEST | 9.45am SGT

HOW TO CREATE WEBINAR EXPERIENCES YOUR AUDIENCE DEMANDS

Marketing has become a bad word lately. Audiences are tired of the endless spam and are looking for experiences that are authentically human.

Join, Tim Johnston, Director of Demand Generation at ON24 to learn how companies are transforming their marketing by delivering engaging digital experiences that their audiences demand, not try to get away from. In this session, you will learn:

• How to transform webinars into rich audience experiences
• How webinars play a role at all stages of the sales cycle
• How you should be using webinar data to drive insight and inform action

It’s time to stop generating demand and start being in demand

12:15pm AEST | 10.15am SGT

DEMAND GENERATION ON STEROIDS

During this session Justin, CMO of Australian fintech Ansarada will share how he and his team are currently “living and breathing” Digital Demand Generation, Engagement and Nurturing.

With loads of innovative ideas and practical examples, Justin will share how he’s adapted his demand generation and lead generation programs since COVID-19, all with a focus on helping customers.

He’ll share:

• Filling the pipeline gap from the loss of physical events
• How to stand out through an even more cluttered digital world
• New alternative ways of engaging and interacting with customers digitally
• Recommendations to boost traction for webinars

12:45pm AEST | 10.45am SGT

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.

1:15pm-1:45pm AEST

11.15am – 11.45am SGT

LUNCH BREAK

1:45pm AEST | 11.45am SGT

CONTENT MARKETING - BE RELEVANT. BE USEFUL. BE REAL. HOW TO CUT THROUGH THE NOISE DURING A CRISIS

The importance of creating content that is useful for your audience is not a new concept.

However, during times of crisis, what is important to your audience will change.

When people are facing unprecedented change or enormous challenges (or both!) they need substantive content that helps them navigate their journey.

How can you be the brand, the business or the light that helps guide their way?

In this session, we will discuss:

• The importance of authenticity and using the right language
• Why the fluffy stuff won’t cut it
• Making sure the content you create isn’t tone deaf
• How adding value to your audience will help your brand in the long run
• What relevant, useful, pandemic-related content looks like

2:15pm AEST | 12.15pm SGT

DEMONSTRATING MARKETING'S COMMERCIAL VALUE TO THE BUSINESS DURING THE PANDEMIC

Communicate with the leadership team, board and other stakeholders during these times when most want to cut marketing budgets.

Michelle, GM Marketing and Digital at Australian medical device distributor Device Technologies has spent the last 18 months changing the perception of marketing and elevating the CMO role and perception of marketing within the business. For the first time Marketing has become a bridge across all functions with “a big seat” at the executive leadership team, has for the first time a seat at the Sales Executive Leadership Team, and a seat at the Finance/IT/Operations Leadership Team.

She will share how they’ve been able to drive home the importance of marketing and digital to the company leadership. 

2:45pm AEST | 12.45pm SGT

ABM - PRACTICAL IMPLEMENTATIONS OF STRATEGIC ACCOUNT BASED MARKETING & ABM AT SCALE

DIVING INTO THE PRACTICAL IMPLEMENTATION OF ABM AND THE ‘WHAT’S WORKING’

This 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’.

3:15pm AEST | 1.15pm SGT

NETWORKING DRINKS - PREPARING FOR MARKETING AFTER THE PANDEMIC

Join us for a drink as we’ll discuss life after the Pandemic.
During this session we’ll also try to cover any un-answered questions that have come through during the day such as:

• There’s lots of talk of the conditions ‘now’, but how do you and your teams prepare for the market rebound?
• What about organisations who’s primary customer base have stopped conducting business as a result of COVID-19 and who are currently operating on skeleton staff having stood down large numbers – what should marketing teams focus on to ensure they are setup for success when things lift?
• How will you handle the customer rush when all this is over
• The economic impact on businesses will be huge. Going forward, how are organisations gearing up with retaining / retrenching employees? How are you reassuring employees that jobs are going to be secure?