As one of Australia’s largest B2B organisations, up until a year ago Australia Post didn’t have a dedicated B2B Marketing Function or Strategy.

A year ago, Rebecca set out building the B2B marketing function for all B2B segments, from micro to Enterprise and Government customers, based of deep customer experience and insights driven by data-led marketing.

In this session she’ll share how she and her team are using a data-first approach focused on commercial outcomes before mapping out the martech requirement and roadmap needed to support their individual customers.

Customer Journey Mapping has become a favourite tool for visualising every experience your customers have with you.

In this session we’ll discuss how:

Having spent over 10 years in B2B content marketing, most recently as Editor in Chief at MYOB before joining Origin last year, Stefanie will share how  you align you content strategy with business strategy and:

• Tangibly demonstrate value from your content programs
• How to use content to progress conversations during long sales cycles
• How to broaden content marketing reach with social amplification or budget constraints
• Collaboration – aligning content developers across the business to produce a unified and customer-centric
  approach to storytelling.

This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources.

Ljubica will share how she’s changing the “cost-centre” role and perception of marketing to a genuine revenue driver. She’ll explain how she achieves this through a comprehensive and holistic change management program across strategy, teams, culture, operations and programs by stretching her limited resources across the APAC region. She’ll share success stories, lessons learned and good practices.

She’ll also discuss and share a copy of her “B2B Marketing Playbook” that supplements the marketing plan and clearly shows the business how marketing is going to deliver revenue. The Playbook covers the ‘’What, Why, Who and How’’ and is an exclusive gift for session attendees.

• Insights and strategies for creating successful sales and marketing SLAs
• Lead qualification and handover processes – Do you have a mutually agreed service level agreement with a mutually agreed definition of a sales/marketing lead, mutually agreed lead management and scoring process in the funnel?
• Working with SDRs and ISRs
• Do you have shared objectives, goals and KPIs of revenue and pipeline?
• Does the business understand how you measure leads?
• Does your reporting make sense to the business?

• Building a successful data-science team: team structure, roles, responsibilities
• Applying data models and data points to add value to customers and for identifying segments within your customer data
• Working with the enablers of the Data Services teams to bring data to life – surfacing and making company wide data accessible
• How to act on insights that truly benefit your customers and help guide your customers down their decision making journey
• Useful applications of AI and machine learning in running data sets
• How applications from B2C models are helping inform and add value to B2B customers
• The tech platforms necessary to manipulate large quantity of data

B2B customers are expecting the same level of service and experience that they’re getting with consumer brands, so how can B2B marketers drive CX business transformation and deliver personalised B2B customer experiences, at every single touchpoint considering the complexities of different geographies, cultures and complex hierarchies of B2B customers?

A finalist in international MyCustomer.com prestigious awards “CX Leader of 2019”, Zora joined Australian founded B2B payments firm eNett International three years ago to define and implement eNett’s Global CX strategy and Commercial Transformation program. As a result of the effective CX Strategy, eNett is now number 1 in international virtual card payments in the travel industry and generating impressive year-on-year growth.

During this session she’ll share how she’s built and transformed all components of CX within the business.

Following detailed discussions with a range of internal and external stakeholders, including customers and the senior leadership team, Zora built a detailed CX strategy, which proposed a purpose definition and a target state, identified key ‘hallmark’ moments in the customer journey, and established cross-functional workstreams  to implement and measure key CX initiatives.

She’ll share:

• How, as a B2B marketer you can initiate and lead the change and build an integrated customer, employee and brand experience
• How to measure the customer experience and improvements (customer satisfaction, retention and advocacy).
• The customer centric culture – how to mobilise colleagues who don’t report to you through cross-collaboration and avoiding cross-functional silos.

Marketing organisations in Australia invest 23-30% of their marketing budget on content development. Marketers are now well-equipped to measure audience engagement with content at the top of the funnel. Yet there is little visibility and influence on how buyers engage with content when sales teams follow up on the leads. With increasing pressure to be accountable for revenue, how do you ensure salespeople use the right content, for the right opportunity, at the right time in the buying journey? In this session we will discuss how to optimise content processes for greater customer value and ROMI:

• Enabling marketing and sales to speak a common language through technology
• Keeping content always up-to-date and brand compliant
• Integrating content, data and technology to maximise sales effectiveness
• Steps to success in content transformation initiatives
• Hyper-personalisation of content, at scale
• Measuring the impact of content on revenue

In this group session, we’ll discuss attribution, analytics, ROI, dashboards and data driven marketing.

You will learn:

• • How to set up attribution that works so teams can communicate the value of marketing to their business.
  • How to report on marketing metrics that matter – pipeline, revenue, ROI, brand awareness, lead conversion, pipeline performance, campaign ROI, first touch attribution and more.
  • How to use and understand your data and how to interpret what you’re seeing to help build strategy

It’s no secret Account Based Marketing (ABM) has become the number one priority for many organisations because of the recognised worth it brings to a company’s targets. A quote from Pepper and Rogers resonates – “When two marketers are competing for the same customer’s business, all other things being equal, the marketer with the greatest scope of information about that particular customer … will be the more efficient competitor.”

With a background as a data scientist, analytics pre-sales consultant, Natalie has been working with large strategic accounts for over 20 years. Then landing a role as a Product Marketer and developing her career Marketing, she was tasked with a new initiative to set up the APAC ABM framework – she jumped at the idea.

The first thing she did was to get Account Based Marketing Certified by ITSMA in the US, the pioneers behind the concept of Account-Based Marketing.  And so the adventure begins and her story has turned into a global modern marketing success making an impact in B2B business.

During this interactive group session she’ll share:

• What is really meant by Account  Based Marketing – The R, R,R & R goals
• The difference between Strategic ABM and Demand Gen ABM
• The rolling plan to a global ABM strategy
• The seven-step process to successful Strategic ABM
• Why it is even more important to do customer research, account intelligence and stakeholder profiling with ABM
• The Pilot that saw every sales manager begging for ABM
• Sales Alignment and cross function collaboration
• Adding analytics to account intelligence and buying intent