2019 Conference

08:30

REGISTRATION & BARISTA COFFEE

09:00

WELCOME AND OPENING REMARKS

B2B Marketing Conference Sydney Australia Emma Roborgh CMO Leaders Forum APAC
Emma Roborgh
Founder & CEO
Carlos Hidalgo B2B Marketing Conference SYD
Carlos Hidalgo
Customer Experience Strategy, B2B Demand Generation & Change Management Specialist
09:10

B2B BRAND TRANSFORMATION

MYOB’s brand transformation – from household desktop software brand to online tech company

  • The re-education of the market of the transformation to a fast moving innovative tech and cloud-based company
  • Using video as part of the brand refresh – MTV personality Kate Peck and the fourth edition of the ‘Future of Business Report
  • The importance of brand and cultural alignment
Natalie Feehan COM MYOB B2B Marketing Conference Sydney Australia 2019
NATALIE FEEHAN
EXECUTIVE GENERAL MANAGER - GROUP MARKETING
09:35

KEYNOTE

natalie truong cmo mercer b2b marketing conference sydney australia 2019
Natalie Truong
CMO Asia & Head of B2B Marketing Pacific
10:00

KEYNOTE

10:30

NETWORKING MORNING COFFEE BREAK

11:00

TOPIC FOCUSED GROUP SESSIONS

CHOOSE 1 SESSION IN EACH TIME SLOT MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

Each discussion is moderated by a B2B marketer who will first share their own story and then pose questions to the table, giving delegates an opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers. And most importantly, get to know each other!

* Subject to availability. Popular topics will fill up quickly. Delegates who have already registered will get first choice of sessions.

11:00 - 11:40

DATA-LED TRANSFORMATION

As one of Australia’s largest B2B organisations, up until
a year ago Australia Post did not 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.

Rebecca Burrows General Manager, Segment Development & Marketing Australia Post B2B Marketing Conference Sydney Australia 2019
Rebecca Burrows
GM MARKETING, BUSINESS & GOVERNMENT

CREATING THE MARKETING REVENUE WITH LIMITED RESOURCES

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.

ljubica radoicic cmo hexagon ppm b2b marketing conference sydney australia 2019
Ljubica Radoicic
Marketing Director APAC

B2B CONTENT MARKETING

CONTENT MARKETING – THE RISE AND RISE OF B2B CONTENT MARKETING – THE PAST, PRESENT, FUTURE

Having spent over 10 years in B2B
content marketing Stefanie will share
what she’s learnt along the evolution of
content marketing.
• From blogging for SEO to documented
content strategy and ROI.
• Collaboration – aligning content
developers across the business to
produce a unified and customer-centric
approach to storytelling.
• Create exceptional content that will
engage your audience and grow
your business.
• Content for awareness, lead gen,
nurturing, loyalty.

CONTENT ROI & ANALYTICS

The great content marketing brain (and budget) drain

B2B marketing organisations invest a significant proportion of their
budget into content strategy and creative execution, however, getting
that shiny new asset produced is the easy part. The bigger questions is –
do your salespeople and customers actually engage with your content?
Join this session to explore some of the most common content questions
that B2B marketers get asked, and that often go unanswered, including:
• Ensuring sales use the right content, for the right opportunity,
at the right time
• Keeping content always up-to-date, on-brand, and
brand compliant
• Eliminating time spent by creating unused assets
• Creating more effective, insights-driven sales materials
• Understanding average page views, the length of time readers
spend on content and what content drives the most engagement
• Measuring how much revenue the content effort is driving.

Seismic

ACCOUNT BASED MARKETING (ABM)

From launching to scaling ABM

Learn the steps to successfully launch your ABM strategy to build
awareness, drive demand, and enable sales to convert engaged accounts.
Hear the tactical plan to put into action, the metrics used, and the lessons
learned along the way.
• Best practices for launching your first ABM program
• From choosing accounts, identifying their buying committees
and personas and success metrics
• What you need to create a foundational ABM tech stack
designed to scale with you
• Unify sales and marketing with ABM, and get your CEO on
board too!

11:50 - 12:30

GROUP DISCUSSION

Adobe

CUSTOMER EXPERIENCE

How B2B marketers can drive CX business transformation

• 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 importance of collecting customer feedback at different
touchpoints across the customer journey.
• Leveraging data and technology to understand customers’
behaviour, friction points for faster resolution.
• Creating a seamless channel integration that allows you to
exploit engagement opportunities.
• Recommendations for working with cross-functional
stakeholders such as HR.
• Marketing’s role in ensuring employee engagement and
experience – The importance of linking, planning and running
employee and customer experience programs in alignment.
• How do we measure the revenue impact on CX programs.

B2B PERSONA & JOURNEY MAPPING

Customer journey mapping has become a favourite tool for
visualising every experience your customers have with you.
In this session we’ll discuss how:
• You create them and what is the best way to use them
• What is customer journey mapping and how do you do it?
• How to research your customer journey map
• How to use and execute on your customer journey map
• Examples of customer journey maps.

KPIs, ROI, METRICS & ATTRIBUTION

In this group session, we’ll discuss re 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.
• Please bring in a list of your metrics that you measure and we’ll
discuss and compare.

12:30

NETWORKING LUNCH

INDUSTRY FOCUSED GROUPS SESSIONS

1:30 - 2:10

BANKING, INSURANCE & FINANCIAL SERVICES

In this group discussion we’ll examine the role Marketers
can play to lead the examination of customer &
culture and how to align these in a way that enhances
relationships with customers.
For this round table discussion bring your own
perspectives and an appetite for robust debate for
the table.

IT AND SOFTWARE

Do you really know who your customer is? A customer segmentation case study.

PROFESSIONAL SERVICES

Building brand and managing transformation,
change and growth in Professional Services

In professional services firms, people are your product, brand
and positioning plays an especially important role in an
otherwise undifferentiated industry.

During this group discussion we’ll examine the role Marketers
can play to lead the examination of customer & culture and
how to align these in a way that enhances relationships
with customers. For this group discussion bring your own
perspectives and an appetite for robust debate for the table.

MANUFACTURING AND CONSTRUCTION

This is your chance to get to know other B2B marketers
in the same industry as you with the same challenges,
pose questions to the table, share experiences, discuss
issues, learn about other’s pitfalls and success stories and
benchmark with peers. This is your chance to bring your
burning questions and share your knowledge and best
practices with your peers.

SMALL TEAMS & BUDGETS

Stretching smaller teams and budgets
We’ll share how to allocate limited budget and resources
with focus on the importance of lead gen tracking, quickly
changing direction when things don’t work, the importance
of team culture and accountability of every team member.
This is a round table discussion – bring your own questions
and advice for the table.

Emma Roborgh CMO B2B Marketing Conference Sydney Australia 2019
Emma Roborgh
FOUNDER & CEO

LOW VOLUME, BIG CONTRACTS BUSINESS

Narrow and Deep Marketing
This session is for organisations with up to 250 big
accounts where the main focus isn’t on generating
and nurturing new leads, but on retention, up-selling,
crossselling and broadening the reach within these
accounts. It’s for marketers with a narrow customer base
where focus is on diving deep into the business across
many business units and/or decision makers.

2:10 - 2:40

AFTERNOON NETWORKING COFFEE BREAK

15:10

KEYNOTES

Seismic

Seismic
15:35

B2B CMO PANEL

16:05

KEYNOTE

International Keynote:

Carlos Hidalgo B2B Marketing Conference SYD
Carlos Hidalgo
16:30

NETWORKING DRINKS

CMO B2B Marketing Conference Sydney Australia 2019
CMO B2B Marketing Conference Sydney Australia 2019

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