Topics that will be covered at Melbourne's largest B2B marketing conference focused on revenue, growth, leadership and personal career advancement!
NEW this year is the splitting of CMO and “emerging” leaders into separate sessions.
The CMO and Senior leaders sessions will focus more on strategic thinking, opportunity identification, leadership, supporting teams and examples of how marketing structures influence the effectiveness of your marketing.
For the less senior marketers and emerging leaders’ sessions focus will be on practical “tech-me-how” topics such as how to build retention plans, persona and customer journey mapping, content marketing, demand generation, content, digital and more.
Personal leadership and career advice for APAC CMOS and emerging B2B marketing leaders
Taking a strategic approach to building your personal marketing brand
The importance of keeping up with change and staying relevant
For CMOs to secure a firm seat at the leadership table and be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives.
We’ll hear from two former CMOs having made the journey to CEO on their lessons learnt and advice.
We’re also introducing a CMO/CFO fire-side chat on how to establish credibility with the CFO, how to build financial acumen, speak their language
Agree on metrics and reporting that matter to the CFO, CEO and board
Pitching the strategic value of brand investment to your CEO and CFO during a recession
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
Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. When these teams work together seamlessly, they can drive more predictable long-term revenue. However, when misaligned, the time and resources used to reconcile the two functions can harm the morale and performance of the organisation. In many businesses, often both teams act like two entirely siloed functions that plan, execute, and optimise two separate processes for the same buyer’s journey.
We will discuss what the direct impacts are to sales and marketing to an organisations performance when these teams are misaligned and how this can be fixed
How can teams overcome these challenges and what steps they need to take to drive tighter alignment for hypergrowth success.
Marketing as a business leadership function, and how to get there
Why marketing (wherever it fits in the global structure), is the rightful leader and creator of GTM strategy, and how you and your teams can fulfil that role to deliver sustainable business growth.
The three critical factors marketers need to earn the role as GTM leader
Principles of effective GTM planning with constrained teams and budgets
Frameworks for aligning the business around your GTM plan
How to deliver to growth targets without increases in budgets and head count
Long-term actionable strategy vs frenetic cycle of quarterly targets and tactical tasks, – getting you out of the hamster wheel.
“Marketers stand for growth, or they stand for nothing” – Thomas Barta
How to build a growth function, translating strategy into a growth plan, identifying and capture revenue opportunities by expanding product offerings, building commercial partnerships and stimulate size and share of wallet of existing customers.
How to create a new strategic business model for developing new growth opportunities and strategies that enable marketers to be the engine room for growth within their business
How you lead and inspire the entire organisation to a growth mindset culture
Growth marketers will be discussing their involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star
Transforming APAC demand generation into a Centre of Excellence (CoE) model for pipeline acceleration and growth
Awareness and acquisition of new logos, increasing customer engagement and share of wallet from existing customers
Team structure, KPIs, processes, competencies, segments and channels part of the Asia Pacific Regional Demand Centre (RDC)
Balance sales’ and the businesses focus on short term (monthly and quarterly) targets with building long term thought-leadership and brand recognition with focus on lifetime customer value
The importance of total alignment between the demand and renewals teams
How regional marketers can be empowered to break new ground and spearhead global programs
Stretching smaller teams and budgets
Not everyone has huge budgets and teams. This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources (roughly yearly budgets of below $600k and with a team size between 1-6 marketers).
Stretching smaller budgets and resources further – where you can make the biggest impact with what you’ve been given
Budget planning and making friends with your CFO
What to outsource and what to get your hands “dirty” and learn to do yourself
The importance of team culture and accountability of every team member.
Getting business buy in for bigger budgets, new projects and initiatives
How small players compete for talent with the big brands offering huge salaries
Understand marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results
The CMO’s role in building CX capability, structure and culture: how to influence departments and generating impact without direct authority
Customer Centricity – alignment between customer value and commercial outcomes – does your board truly understand the customer connection?
The role of data and tech to support CX strategies and a 360 degree view of the customer
Strategic, one-to-few and ABM at scale
As the most exciting and revenue rewarding marketing and sales initiative in B2B marketing, ABM, where treating individual accounts as markets in their own right is finally gaining huge momentum in APAC
Learn how to get started, organisational pre-requisites and how to set up for future scale from scratch
How to build the business case for ABM, starting with a proof-of-concept and winning the support of the sales and senior stakeholders internally that ensures internal adoption
Account selection, account mapping and scoring and building the team
How do you progress your ABM strategy?
How do you get the 1-to-1 engagement deeper and wider?
How do you get better C-level engagement with Enterprise customers?
Change management in an ABM world
Brand positioning, strategy, and creativity – B2B marketing examples of both successes and failures
The balance between brand and revenue investments (and the budget allocation split)
How you build your “board and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time
Explaining the importance and benefits of brand investments to non-marketers and the value & impact of brand building from the CEO’s perspective
Measuring brand health, brand measurement tools and metrics
How great brands are established through culture and why delivering on your brand purpose starts (and ends) with your employees
How to not alienate a loyal customer base whilst driving new segments.
To maintain credibility and budgets, marketers must be able to quantify marketing’s contribution to pipeline and revenue. Yet, over 50% of marketers in APAC don’t have a ROI or pipeline contribution target
What earns marketing a seat at the leadership table is knowing your ROI, revenue contribution and being able to walk into a board room and report and defend your data
Learn the skills, processes and tech needed to set up attribution, ROI and reporting frameworks for communicating the value of marketing to the businesses – aligning metrics to business financials
We’ll be discussing metrics such as CAC, CLTV, Conversion rates, Sales pipeline velocity, Churn rate, ROI by channel, Upsell & Cross-sale rates
Globally, the focus on customer advocacy has seen a huge uptake in the last couple of years as a critical function needed for business to retain, engage and grow customers in a more strategic way.
According to LinkedIn, Customer Marketing is the 3rd fastest-growing job title in the US.
You’ll learn how to build the Customer Marketing function, the purpose, as well as how to build key programs and show measurable impact to your customers and the business.
We’ll also be discussing B2B loyalty programs to avoid churn
Learn how to build high performing digital strategy and teams internally, responsible for delivering business results through capability building and growth marketing principles.
We’ll be discussing the benefits of going from agency model to full inhouse digital team, team structure and roles, the full-funnel digital strategy and roadmap, channel selection and performance.
During this session we’ll also be discussing how to look at your Paid Media strategy across Search, Social, Programmatic and Content Syndication and how it can align to your entire sales and marketing funnel.
You’ll also learn how to combat digital fatigue and drive scale and accelerate pipeline and revenue by having an always-on digital demand gen engine.
Learn how to develop your Ideal Customer Profile, Persona and Customer Journey Maps that visualises every experience and touchpoint, both digital and physical your customers have with you
Understand how to tap into the organisation’s insight, experience and data to map out the customer journey
Learn how to execute on your journey maps
Review examples of unexpected customer journeys and what you can learn from them
Learn how to map content to the end-to-end buyer journey and how to optimise messaging for omnichannel strategy, how to use content to progress conversations during long selling cycles and customer journeys and the best distribution strategies for content amplification.
We’ll be sharing ABM case studies focused on supporting ABM programs and keeping up with their content demands. The importance of storytelling when tapping into unique buyer committee pain points, predictive content marketing analytics for forecasting your B2B content calendar, the methodologies, measurement models and data used to prove the effectiveness of content efforts and how it drives business and revenue
How to identify an “empty” content niche by analysing existing local content players, and how to own bespoke and industry-respected research reports
The best distribution strategies for content amplification
Revolutionise your marketing strategies with generative AI – A Roadmap for Forward-Thinking Marketing Leaders
We will unravel the dynamic world of Generative AI and its potential to revolutionise marketing strategies.
Learn how to construct an effective AI roadmap for your marketing initiatives, identifying and prioritising areas where generative AI can provide the maximum impact.
We’ll discuss potential challenges in adopting AI, such as data privacy and technology integration, and offer guidance on how to navigate these obstacles.
Learn how to leverage the power of AI, revolutionizing your marketing approaches and steer your organization towards the future.
You’ll learn from brands who are already leveraging these technologies to improve customer outcomes and marketing ROI
Industry Focused Deep Dive Group Sessions
As one of the forum highlights, join your industry peers for these one hour group discussions with your competitors and peers.
You’ll be discussing challenges and pressing topics that are most relevant to you and B2B marketers in your specific industry.
You’ll learn from B2B marketers in broader range of industries such as from healthcare, manufacturing, logistics, telco and more from financial services and IT in professional services which is reflected in this year’s speaker line-up.
The industry round-table tracks this year will include B2B marketing in:
The role of marketing in communicating and promoting the environmental, social and governance (ESG) attributes of your company’s strategy to investors, buyers and other stakeholders in alignment with corporate purpose and mission.
The role of marketing in driving ESG initiatives within your departments – what can you do to make an ESG impact?
ESG storytelling – examples of successes and mistakes