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.

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.

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.

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.

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!

• 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.

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.

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.