• Subscribe now and be the first to receive the 2024 sneak peek brochure

    24 OCTOBER 2024 | Crown | Melbourne

    B2B MARKETING LEADERS FORUM MELBOURNE 2024

    Melbourne's largest B2B marketing conference focused on revenue, growth, leadership and personal career advancement!

    24 OCTOBER 2024 | Crown | Melbourne

Melbourne's largest B2B marketing conference focused on revenue, growth, brand, leadership and personal career advancement!

The 5th annual B2B Marketing Leaders Forum Melbourne will be held in-person on the 24 November 2024.

300+ B2B marketing leaders will gather to discuss our roles as business leaders driving revenue and growth, with a firm seat at the leadership table while ensuring we personally stay relevant as modern marketers.

You’ll learn from two CEOs (former CMOs), a CFO and over 40 CMOs and B2B marketing leaders responsible for driving revenue, growth, accelerating pipeline and building brand for their businesses and their advice on leadership and personal career advancement!

  • 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)

Thank you to our 2023 Melbourne speakers!

  • Jadanne Dare KPMG B2B Marketing Leaders Forum

    Jadanne Dare

    CMO
    Career advice for emerging marketing leaders
  • Lisa Henderson AON B2B Marketing Leaders Forum Melbourne 2023

    Lisa Henderson

    Managing Director (Former CMO)
    From CMO to CEO - Earning the trust of your CEO to deliver on business objectives
  • George Pappas

    CEO (Former CMO)
    The CMO who got promoted to CEO - after initiating and driving a company wide total digital transformation
  • sian-chadwick-cmo-anz-bank-b2b-marketing-conference-australia

    Sian Chadwick

    GM Marketing Australia
    Leadership and internal stakeholder management
  • Trent-innes-siteminder-xero-marketing-conference-melbourne

    Trent Innes

    Chief Growth Officer (Former MD, Xero)
    Accelerating global growth and scale at one of Australia's tech unicorns
  • Cambell Holt-Head of Growth-Seek-B2B-Marketing-Leaders-Forum-Melbourne-2023

    Cambell Holt

    Head of Growth (Former CMO)
    How to build a growth function to double revenue
  • Eric Greene

    AI Architect
    AI - Revolutionise your marketing strategies with generative AI
  • Michelle Stewart-Global CMO- Device Technologies-B2B-Marketing-Leaders-Forum-Melboure-2023

    Michelle Stewart

    CMO
    CMO/CFO & Stakeholder Alignment
  • ben-arthur-cfo-device-technologies-b2b-marketing-leaders-forum-melbourne-2023

    Ben Arthur

    CFO
    How to establish credibility with the CFO by speaking their language
  • anthony-emmanouil-cmo-macquarie-technology-group-b2b-marketing-conference-cx.jpg

    Anthony Emmanouil

    CMO
    CX - From a challenger telecom brand to billion-dollar company by re-imaging and consistently elevating customer experiences
  • Glenn flower-Head of marketing-NEXT DC-B2B-Marketing-Leaders-Forum-Sydney-2023

    Glenn Flower

    CMO
    Strategic thinking, opportunity identification, leadership & supporting teams
  • Georgia Swanson-Global Director-Strategy & Growth- NCS-B2B-Marketing-Leaders-Forum-APAC 2023

    Georgia Swanson

    Global Director, Strategy & Growth, NCS Next
    Innovative thought leadership as a brand building strategy
  • Stephen Ball-Marketing Director, Chief of Staff-APJ-VMWARE-B2B-Marketing-Leaders-Forum-Melbourne-2023

    Stephen Ball

    Marketing Director, Chief of Staff, APJ
    Performance Marketing for S&M alignment and a seat at the leadership table
  • Ella Tassi-CMO-Bennelong Funds Management-B2B-Marketing-Leaders-Forum-Melboure-2023

    Ella Tassi

    CMO
    Stretching small teams, budgets & resources further
  • Katie O'Malley-Head of Marketing & Comms-BESIXWatpac-B2B-Marketing-Leaders-Forum-Melbourne-2023

    Katie O’Malley

    Head of Marketing & Comms
    Sustainability and ESG Marketing in B2B Construction
  • Nicole Mathias-Browne-CMO-Mercer Super-B2B-Marketing-Leaders-Forum-Melbourne-2023

    Nicole Mathias-Browne

    CMO - Mercer Super
    Digital transformation, analytics and rebuilding teams in Mercer Super
  • Jessica-turnbull-cmo-sendle-b2b-marketing-conference-australia

    Jessica Turnbull

    Director of Marketing and Communications
    Focus on smaller teams and resources - taking on Australia Post as a challenger brand
  • lisa-sim-marketing-paloalto-b2b-conference-australia

    Lisa Sim

    Head of Marketing JAPAC
    Accelerating pipeline & conversions across all stages of the funnel
  • David Frangiosa-Head of Marketing APAC-Megaport-B2B-Marketing-Leaders-Forum-Melbourne-2023

    David Frangiosa

    Head of Marketing APAC
    Deep-dive and practical advice for sales & marketing alignment
  • megan willams cmo hsf-herbert smith freehills b2b marketing conference australia

    Megan Williams

    Head of Marketing, APAC
    B2B marketing in professional services
  • Elly Bloom NAB B2B Marketing Leaders Forum Melbourne 2023

    Elly Bloom

    Executive Marketing, Business & Private Bank
    Media & advertising channels and platforms that deliver for B2B brands
  • Jenny-Docherty-ecase-cmo-marketing-conference-melabourne

    Jenny Docherty

    Head of Marketing, Health Metrics
    Brand & Creativity – the gateway to aligning the business to the customer
  • susan-rudolph-cmo-bmc-marketing-conference-melbourne

    Susan Rudolph

    Head of Marketing, BMC Software
    Doing more with less” - the new norm in today’s marketing landscape
  • Craig-mills-ibm-marketing-b2b-conference-australia

    Craig Mills

    Head of Demand Generation JAPAC
    JAPAC demand gen - activating digital direct channels
  • Divya Gupta-Head of Digital Revenue APAC-Maersk-B2B-Marketing-Leaders-Forum-Melbourne-2023

    Divya Gupta

    Head of Digital Revenue APAC
    Data-driven digital demand and revenue growth
  • Kitty Zhao-Head of Marketing Adhesive Technologies-ANZ-Henkel-B2B-Marketing-Leaders-Forum-Melboure-2023

    Kitty Zhao

    Head of Marketing Adhesive Technologies, ANZ
    Stretching limited resources further in manufacturing
  • Lara-Barnett-cmo-logicalis-b2b-marketing-conference-australia

    Lara Barnett

    Head of Marketing
    Practical teach-me-how-to build effective GTM strategies
  • Carol O’Hanlon ABM Lead at FM Global

    Carol O’Hanlon

    ABM Lead, FM Global Insurance
    Strategic Account Based & Enterprise Marketing (ABM)
  • chantelle lane cmo bapcor marketing conference melbourne

    Chantelle Lane

    GM Marketing
    Content Strategy - that cuts through the noise
  • suzanne-pelezari-cmo-abm-csg-melbourne-b2b-marketing-conference

    Suzanne Pelizzari

    Head of APAC Marketing & Global Director ABM
    Strategic, integrated GTM framework critical in aligning teams & resources to deliver on business objectives
  • Caylee-Pharaoh-Head of-Marketing-Localsearch

    Caylee Pharoah

    Head of Marketing
    B2B marketing's role as a revenue driver
  • alex-mahon-ai-marketing-localsearch

    Alex Mahon

    Head of AI and Automation
    Leveraging AI & Automation to drive business transformation
  • zoe-hayden-cmo-fifo-capital-b2b-marketing-conference

    Zoe Hayden

    Head of Marketing
    Stretching small teams, budgets & resources further
  • Matt Houltham CMO Glow B2B marketing conference

    Matt Houltham

    CMO
    Content Strategy - that cuts through the noise
  • Christopher Savage

    Business Growth Specialist
    Invest in yourself - How to keep yourself at the edge, relevant, effective, wanted and thriving
  • stuart-green-hat-b2b-marketing-conference-melbourne

    Stuart Jaffray

    Managing Director
    From Demand Generation to Demand Capture
  • Janine Pares tsm b2b marketing conference

    Janine Pares

    Founder and MD
    Actionable strategy and integrated B2B campaigns & content across the full customer journey
  • Vanessa Lyons TNB b2b marketing conference

    Vanessa Lyons

    CEO
    Media & advertising channels and platforms that deliver for B2B brands
  • Kristy Kelly B2B Marketing Leaders Forum

    Kristy Kelly

    Managing Director
    Helping B2B marketers secure larger budgets and a firm seat at the leadership table
  • Emma Roborgh B2B Marketing Leaders Forum

    Emma Roborgh

    Founder & CEO
    Turning marketing departments into revenue generating machines

18 reasons to attend - your ROI!

Topics that will be covered at Melbourne's largest B2B marketing conference focused on revenue, growth, leadership and personal career advancement!

In 2023 we’ll have a strong focus on practical, “under the hood” round-table discussions focused on case studies.

You also told us you want to hear more 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.

You also suggested we split CMO and “emerging” leaders into separate sessions. Where the sessions

for CMOs and Senior leaders  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.

  • I highly recommend this forum to all passionate B2B marketers who want to learn from their peers and love personal growth. Time well spent!

    Kitty Zhao, Head of Marketing, Henkel Australia

    Kitty Zhao, Head of Marketing, Henkel Australia

LEADERSHIP

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

CEO/CFO/CMO ALIGNMENT

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

SALES & MARKETING ALIGNMENT

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.

STRATEGY & GTM LEADERSHIP

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.

GROWTH

 “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

DEMAND GENERATION

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

SMALL TEAMS, BUDGETS & RESOURCES

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

CUSTOMER EXPERIENCE IN B2B

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

ABM - ACCOUNT BASED MARKETING

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 & CREATIVITY

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.

ATTRIBUTION, REPORTING, METRICS & ROI

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

CUSTOMER MARKETING & LOYALTY

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

DIGITAL

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.

ICP, PERSONA & JOURNEY MAPPING

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

CONTENT MARKETING

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

AI IN B2B MARKETING

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 SESSIONS

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:

  • Banking and Financial Services
  • IT/Tech/SAAS/Cloud
  • Manufacturing/Construction
  • Professional Services

ESG MARKETING

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

Our 2023 Partners/Sponsors:

Platinum Partner

Green Hat b2b marketing conference Sydney Australia 2020

B2B Marketing & Events Agency Partner

CAPITAL-e-Logo-2022-RGB

Strategy & Integrated Marketing Partner

Think Smart Marketing Logo Colour

Digital Experience Partner

on24 transparent for web

Data & Analytics Agency Partner

eClerx Digital Logo

News Media Partner

ThinkNewsBrands_RGB_Black

Strategic ABM Partner

itsma, momentum at b2b marketing conference melbourne australia 2023

B2B Intent Data Partner

anteriad-logo-600_KASfcKj

Digital Asset Management (DAM) Partner

Bynder-tagline-blue-2

Trade & Industry Marketing Partner

Monkey Media logo Red x1200 (002)

Event Technology Partner

Stova Logo

Video Creation Partner

90 seconds horizontal-black (002)

Interested in becoming a sponsor?