CONFERENCE DAY ONE
9 November 2022
DAY ONE: Wednesday 9 November 2022
08.20
REGISTRATION & BARISTA COFFEE
LEADERSHIP
09:15
CMO PANEL
REVENUE MARKETING
09:45
Ljubica Radoicic
Revenue Marketing Director 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 Chain™ 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, securing and maintaining a respected seat at the leadership table.
CUSTOMER EXPERIENCE
10:10
Kat Warboys
Marketing Director, APAC
Hubspot
MASTERING THE ART & SCIENCE OF CX: HOW B2B BRANDS WILL WIN IN THE AGE OF THE CUSTOMER
A connected customer experience looks and feels very different in 2022 than it did a decade ago, and many B2C companies are providing frictionless experiences from marketing right through to support. In comparison, the CX of most B2B organisations is stuck in 2010 (and that’s if we’re being generous).
If we’ve learned anything from the last two years, it’s that we have to make it easy for people and businesses to buy, and B2B is really lagging here — in fact, 77% of B2B buyers said their latest purchase was complex and difficult. In 2022 and beyond, companies that can deliver a consumer-like buying experience will win.
In this session, you’ll learn the building blocks for creating a customer experience that’s frictionless and connected. We’ll cover the art: your values and culture, and the science: aligning your teams, strategy, systems, and incentives. And — because CX is everybody’s business — we’ll look at it not just from the perspective of the marketing department, but across all of your go-to-market teams.
Session sponsored by:
10:40 – 11:10
MORNING COFFEE & NETWORKING BREAK
11:10
Choose one of three tracks:
TRANSFORMATION & CHANGE
Track hosted by:
Track moderated by:
MARKETING TRANSFORMATION AT AUSTRALIA’S BETTER BIG BANK
Before Amy took on the role as Head of Business Banking at Bendigo Adelaide Bank, she drove Strategy for the bank as Senior Manager Group Strategic Planning & Communication.
During this fire-side chat style session, Amy will share what she learnt from reporting to the MD, liaising with board members, executives, senior and middle management and how she draws from that experience and relationships when driving growth for Business and Agribusiness at Australia’s better big bank.
Amy Goodes
Head of Marketing - Business and Agribusiness, Bendigo and Adelaide Bank
STRATEGY
Track hosted by:
Track moderated by:
FUTURE FUNNEL STRATEGY
Short term leads and funnel strategy vs building consistently full funnels long term
DIGITAL
Track hosted by:
Track moderated by:
BUILDING HIGH PERFORMING DIGITAL STRATEGY AND TEAMS
To deliver great customer experiences, businesses need to evolve their CXM strategy to keep up with changing customer expectations. This requires a technology foundation but also a high performing digital team delivering business results through capability building and growth marketing principles.
In this heavily interactive session, Tom and Hamish will both be delivering case studies on how they have evolved their CXM strategies to drive organisational success. Topics will include:
- Agency model vs In-house digital team
- Different team structures and roles
- Creating a full-funnel digital strategy & roadmap
- Channel selection and performance
- Data driven marketing and democratisation of insights across the business
- Digital trends, what’s new, what’s next
We will then open up to a panel discussion
11:50
CHOOSE YOUR TRACK:
TRANSFORMATION & CHANGE
Track hosted by:
Track moderated by:
MARKETING OPERATIONS & DATA DRIVEN TRANSFORMATION
In this non-technical plain-speaking case study, Karen will share her marketing operations and data-driven transformation at global tech consultancy Thoughtworks.
She will share:
- How she created the Marketing Operations Function across four teams, including digital & data operations, analytics, web and digital experience optimisation.
- The martech audit review and transformation to a new Digital Experience Platform (DXP)
- The new analytics strategy and operating model
- The new reporting and dashboards
- How she’s optimising channels and campaigns based on performance measurement
- How she’s translating ROI into ‘commercial-speak’ for the C-suite
- The partnership with IT and how it shifted from rocky to high performing
Karen Dumville
Global Head of Marketing Operations, Thoughtworks
STRATEGY
Track hosted by:
Track moderated by:
ACTIONABLE STRATEGY BEYOND THE QUARTERLY FOCUS
Topic abstract tbc
DIGITAL
Track hosted by:
Track moderated by:
HOW TO PIVOT YOUR PAID MEDIA STRATEGY ACROSS SEARCH, SOCIAL, PROGRAMMATIC AND CONTENT SYNDICATION
Topic abstract tbc
12:30
NETWORKING LUNCH
Deep Dive Group Sessions
CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
As one of the forum highlights, join your peers for these one hour group discussions.
You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.
ABM - ACCOUNT BASED MARKETING
Session hosted by:
STRATEGIC ABM
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.
Moderated by:
Mari Kauppinen
Managing Director, The Marketing Practice (Former Head of Marketing, Enterprise, Commercial and Channel at IBM)
MAXIMISING MARKETING EFFICIENCY
Session hosted by:
Moderated by:
MARKETING OPERATIONS AND WORK MANAGEMENT
Topic Abstract TBC
CX - CUSTOMER EXPERIENCE IN B2B
CX & CUSTOMER CENTRICITY - ALIGNMENT BETWEEN CUSTOMER VALUE AND COMMERCIAL OUTCOMES
After five years as GM Marketing at MYOB, which during her final year also included Customer Success, Natalie led a team of more than 600 across customer support, customer consultancy and services, and established the strategy for MYOB’s customer approach.
Just as MYOB’s culture finally won her over after eight years with REA Group, it was EstimateOne’s, an Australian HQ construction tendering software company’s culture and strong focus on customer centricity that again finally won her over again.
Operationally leading GTM, operations, customer care and success, marketing and sales, Natalie will share how she’s leading EstimateOne’s efforts of high grow via the critical strategical alignment between customer value and commercial outcome.
During this interactive session we’ll discuss:
- What does Customer Centric values actually look like?
- How do you know you’re lead by customer centricity values vs business objectives?
- Does your board truly understand the customer connection?
- The importance of giving customer success a voice at the table
Moderated by:
02:20
CHOOSE YOUR DEEP-DIVE SESSION:
PARTNER/CHANNEL MARKETING
MAXIMIZING BUSINESS VALUE WITH PARTNERS
In this Channel Marketing session we’ll focus on communicating value to, through, with and for channel partners.
The right approach depends on the Go-To-Market strategy and the objectives a business wants to achieve.
Today’s Partners typically work with 5–25 Vendors at any given time. The constant flow of information coming in from these Vendors can be disruptive, overwhelming, and confusing. Vendors who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers mindshare.
During this interactive panel we’ll hear from both Vendor and Partner side as we discuss
- Revenue contribution
- Partner engagement
- Partner led demand creation, marketing contribution, ROI
- Driving better engagement and fuelling marketing performance with partners.
- Award winning partner transformation programs
Garrett MacDonald
Global CMO, Data#3
Belinda Charleson
Global Channel Marketing Director, Digicert
Moderated by:
CUSTOMER JOURNEYS
Session hosted by:
Moderated by:
CREATING A CONNECTED CUSTOMER JOURNEY
Creating a seamless customer experience has never been more important, and competition out there is fierce. With the stakes for failure being higher than ever, it’s essential to build a customer journey with thoughtful and intentional touchpoints that are centered on adding value and sparking joy. Too often, the process of becoming a customer is disjointed, clunky and sub-parr – especially in the B2B space.
Join us for a 40-min workshop on structuring your customer journey to ensure a connected customer experience from the very beginning. We’ll focus on how to get the data we need without compromising user experience, what’s needed to minimise silos, how to leverage automation and create alignment between teams for long-term success.
DATA DRIVEN TRANSFORMATION IN B2B2C
DOUBLING REVENUE
As Head of Sales and Marketing at the world’s largest coatings manufacturers, NYSE listed fortune 500 company, David has multi-channel, P&L responsibility with a full field sales team, company owned retail network.
During this deep-dive, case study session he’ll share the data driven transformation at PPG that has seen a double digit sales growth as a result of their digital programs.
We’ll also discuss enabling change leading to revenue growth within industrial products, services and FMCG.
For this session, bring your own perspectives and pressing questions for debate after Dave’s presentation.
David Nicholls
Marketing & Sales Director, PPG Architectural Coatings
03:00
AFTERNOON COFFEE & NETWORKING BREAK
B2B CONTENT MARKETING
03:10
Bobbie Mahlab AM
Founder and Chair
Mahlab
CONTENT JOURNEYS – HOW YOU SUCCESSFULLY USE CONTENT TO DELIVER REVENUE TO YOUR ORGANISATION
In this session we’ll hear from leading organisations how they are using content to achieve, not only marketing, but business goals.
During their rapid-fire presentations, they will present the following:
- Business challenge, key objectives and success metrics
- Strategy and approach with content
- Team structure including skills, capabilities and partners
- Key insights and results
You’ll hear them share:
- Customer and business drivers for implementing a content-led marketing strategy
- Importance of having a customer-first approach
- Specific metrics used to define and measure business impact and success
- How to strategically distribute content
- Why content is critical to support every stage of the customer journey
MARKETING LEADERSHIP
03:35
Angela Kent
Global CMO
Phocas Group
CONSTRUCTIVE CULTURE IN MARKETING TEAMS - BUILDING A HAPPY, HIGH PERFORMING MARKETING ORGANISATION DURING HIGH GROWTH
In today’s highly competitive “quest for the best B2B marketing talent”, culture is imperative to being able to attract, retain and develop outstanding B2B marketers.
In this personal and reflective session, Angela will share her own journey as a leader and her role as the Melbourne-based, global CMO of data analytics, reporting and visualisation company, Phocas Software.
During this session she’ll share her role in re-building a less desirable team culture, to that of an outstanding, constructive culture for the marketing team.
- Ways to measure your organisation’s or team’s culture
- The state of her team’s marketing culture when first measured back in 2016 and the improvements over two subsequent measures
- The journey to today’s ideal and preferred “constructive” culture and how self-reflection and empathy was crucial for improvement
- Showing up as a constructive marketer, growing as an engaging leader and growing an engaged team
- How she keeps her global team connected and the rewards of working in a constructive team
