08.20

REGISTRATION & BARISTA COFFEE

09:00

WELCOME & OPENING REMARKS

09:10

From Global Chief Customer Officer at Xero to CEO at fast-growing Australian health tech company Magentus

With a background in Marketing and Business Development, Rachael has recently been appointed as CEO, Magentus a leading global medical technology company.

Rachael has always focussed on developing and growing her leadership skills and made some bold moves with the opportunities she’s been given.

Leaving IBM in 2016, she was appointed Chief People Officer responsible for the People Experience and Customer Experience functions globally at Xero. A critical important role for Xero, she was responsible for designing the culture as the company scaled rapidly across the globe – people were the foundation to getting this right.

Two years later she was tasked with driving the global GTM strategy and moved to Chief Customer Officer where she was tasked to deliver the end-to-end customer experience across Xero’s digital and partner sales channel. This included leading central Marketing and Communications, Digital Transformation, Revenue Management, CX, Customer Operations, and regional matrix management of GTM teams across the globe.

After successfully leading the large, multi-functional, and geographically dispersed team for six years, Rachael joined fast-growing Australian health tech company Magentus as Global CEO in August this year.

In this session, Rachael will share her inspirational career journey and discuss:

• How Customer Centric Culture-led Organisations make the CMO owner of customer, marketing, sales
• Advice and lessons learnt from building and leading high performing cross-functional and global teams
• Advice for future aspiring CEOs and as a Non Executive Director on the board of SEEK, how we get more CMO and CCO leaders onto boards

09:35

CMO PANEL

• Marketing leadership – How to be the CEO’s most valuable strategic partner
• “The P&L CMO” – Driving business revenue with sustainable profits through P&L ownership
• Priorities for 2025 and the future of the CMO function in driving profitable business growth
• How do we ensure the CMO function retains a firm seat at the leadership table
• Advice to better sell, measure and prove the commercial impact of their work
• Building advocates and the art of internal stakeholder management
• Driving growth through loyalty and building trust based, authentic relationships

10.00

BRAND & PERFORMANCE

• Brand positioning, strategy, and creativity
• The balance between brand and performance and revenue investments (and the budget allocation split) – Is there a magic number for brand investment – allocating at least 51% (or even 30%) of marketing budget to top-of-funnel activities would seem out of scope for most B2B marketers
• Brand is not something other than performance, it’s an additional element to further increase performance metrics like effectiveness and efficiency
• How do you build your “Board, CEO and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time, especially for those constantly asked “to do more with less””
• Explaining the importance and benefits of brand investments to non-marketers and the value & impact of brand building when we’re faced with such strong pressure to reach quarterly pipeline targets
• How great brands are established through culture and why delivering on your brand purpose starts (and ends) with your employees

11.00

ADAPTING YOUR REVENUE STRATEGIES TO WIN THE HEARTS, MINDS AND BUDGETS OF YOUR DEFENSIVE BUYING GROUPS

Unlocking predictable revenue hinges on establishing meaningful connections with the buying groups within your target accounts. By adeptly addressing their unique needs using accurate account and buyer intelligence and activation tools, you empower their research and decision-making processes.

As marketers, we must understand and develop GTM strategies and programs that resonate with multiple buyers at your best opportunity accounts. Drawing insights from exclusive research conducted by the team at INFUSE and incorporating lessons from marketing and revenue leaders, this session will delve into the following:

• Business and tech purchase drivers that generate tech investments today
• Buying committee roles, dynamics, and preferences by stages of their decision journey
• Company business and tech priorities and which technologies buying groups are focused on
• Tools, content, channels, and resources they rely on at different stages of their decision process

3:30

Leading transformation & change across global teams

Three years ago, Joanne was approached by ABB’s Swiss-based HQ and asked if she would consider leading the Global Marketing Team for one of the engineering company’s largest divisions, Process Industries.

The role included leading a team as well as driving a major transformation and change project across more than 40 countries in Asia, Europe, Americas, Middle East and Africa.

In this personal and reflective fireside chat, Joanne will delve into the realities of driving large-scale change in a complex, high-pressure environment. Drawing from her own journey, she will share the hard-earned lessons, mistakes, and breakthroughs that have shaped her leadership approach.

• How to build trusting relationships with people across the globe and have them wanting to be part of a major transformation
• Cultivating a high performing and resilient team through sustained change
• Making tough decisions with confidence and conviction
• Reflections from defining leadership moments – growing from challenging situations instead of giving up
• The value of wisdom at work
• The pivotal role mentors and coaches have played in her leadership journey

3:55

Leadership, culture & growth: Xero's former Managing Director now accelerating global growth and scale at one of Australia's tech Unicorns

After eight years of successfully growing and scaling Xero as Managing Director, Trent joined SiteMinder in February last year as Chief Growth Officer. An Australian-headquartered hotel tech leader with 39k customers across 150 countries, Trent is again accelerating the growth of a global company carving a new category for the accommodation industry.
Trent will share how he’s forging an accelerated growth path for SiteMinder

• A fully-integrated, wholistic GTM model
• Placing hyper focus on customers and the customer experience to support the company’s predominantly SaaS subscription business model
• Balancing alignment and healthy friction between Sales & Marketing
• Building great internal cultures for growth

4:20

AI in marketing - The state of AI adoption across B2B marketing

There are now over 1000 of AI marketing tools and its application to marketing has been discussed intently for the last couple of years.

• But how many of us have adopted other tools apart from ChatGPT?
• How many can confidently say their teams are keeping up with the skills and education needed to embrace AI tools?
• How many of us have an AI technology adoption roadmap in place for their marketing teams?

During this panel we’ll discuss how AI tools can help you, as a B2B marketer become more productive, efficient and creative and where B2B marketers are on the adoption curve:

• What AI tools and technologies and applications are marketing teams adopting today?
• What does an AI adoption strategy and roadmap look like?
• How are marketing leaders building AI-enabled marketing teams?
• How do you ensure balancing personalised AI driven customer interactions and human trust
• The short term and long-term implications of AI on marketing
• How do you explain to the CEO what impact and implications AI has on marketing
• Guidance and considerations around AI tools and governance, 3rd party liability and the protection of brand integrity
• What are the key technologies best-in-class brands are embedding it to dial up their marketing productivity, creativity, and performance
• How can marketers leverage AI Beyond automation and analytics?