CONFERENCE DAY ONE

9 November 2022

DAY ONE: Wednesday 9 November 2022

08.20

REGISTRATION & BARISTA COFFEE

09:00

emma roborgh founder and ceo of b2b marketing conference in asia singapore

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

WELCOME & OPENING REMARKS

LEADERSHIP

09:10

Lisa Henderson Managing DirectorB2B Marketing Leaders Melbourne Conference

Lisa Henderson
Managing Director (Former CMO)
AON

FROM CMO TO CEO

For CMOs to be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives. Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing!”.

The increasingly larger role of marketing leaders today to take ownership of the customer journey and leading digital transformation provides increased opportunities for future CMOs to move closer to the CEO role.

In this opening keynote Lisa will take us through her journey from former CMO to CEO and share her advice and recommendations for CMOs to get a stronger voice at the leadership table.

  • The need for CMOs to understand that most CEOs have a direct obligation to their board to drive a growth agenda
  • Finding the right metrics – what does commercial acumen as a CMO look like?
  • Advice for presenting to the leadership team; understanding the need to focus on their pain points vs your own day-to-day agenda, the importance of being prepared to defend your data and ensure the data presented are linked to business objectives
  • Stakeholder engagement – work your network – how to be present and stay relevant in their worlds
  • Advice for CMOs looking for a similar career path and commercial acumen for emerging leaders
  • The journey from CMO to CEO and the skills needed to make the move

REVENUE MARKETING

09:40

Ljubica Radoicic autodesk b2b marketing melbourne conference

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, with a seat at the leadership table.

10:10

RESERVED FOR HEADLINE PARTNER

10:35

MORNING COFFEE & NETWORKING BREAK

11:10

CHOOSE YOUR TRACK:

CMO TRACK

MARKETING TRANSFORMATION AT BENDIGO BUSINESS BANK

Amy Goodes Bendigo bank b2b marketing melbourne conference

Amy Goodes
Head of Marketing – Business and Agribusiness
Bendigo and Adelaide Bank

EMERGING LEADERS TRACK

TAKING A STRATEGIC APPROACH TO BUILDING YOUR PERSONAL MARKETING BRAND

In this deeply practical session, Katie will share the expertise that she focuses on coaching and training senior executives.
If you’re not currently convinced that developing personal eminence is critical, you’re wrong. You will learn how to create a strategy that is intelligent, collaborative and authentic. You will also receive a copy of Katie’s personal branding template.

  • Personal brand drivers – how would your network describe what you stand for?
  • Aligning personal brand, professional and corporate objectives
  • The importance of managing your personal brand on LinkedIn
  • Leveraging personal brands, thought leadership and social selling for the executive tea
Katie Bennett Stenton, Marketing Director ANZ

Katie Bennett-Stenton
Associate Director Marketing – Institutional
ANZ

12:20

NETWORKING LUNCH

01:30

CHOOSE YOUR DEEP-DIVE SESSION:

ACCOUNT BASED MARKETING

HOW TO SCALE ABM WITHOUT LOSING EFFECTIVENESS: LESSONS LEARNED IN APAC

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.

colleen Baguley adobe abm marketing conference b2b asia

Colleen Baguley
ABM & Enterprise Marketing Lead ANZ
Adobe

Mari Kauppinen the marketing practice speaking on abm at asia conference for b2b cmo

Mari Kauppinen
Managing Director, APAC
The Marketing Practice
(Former Head of Marketing, Enterprise, Commercial and Channel at IBM)

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 b2b marketing melbourne conference

Garrett MacDonald
Global CMO
Data#3

Belinda Charleson digicert b2b marketing melbourne conference

Belinda Charleson
Global Channel Marketing Director
Digicert

CX – CUSTOMER EXPERIENCE

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
Natalie feehan estimate0ne B2B Marketing LeadersMelbourne Conference

Natalie Feehan
Chief Customer & Commercial Officer
EstimateOne

 

02:20

CHOOSE YOUR DEEP-DIVE SESSION:

ACCOUNT BASED MARKETING

ABM – Vertical marketing, insights, segmentation and personalisation

James Kissell fujitsu B2B Marketing LeadersMelbourne Conference

James Kissell
Global Director Vertical Marketing & Member Global ABM Board
FUJITSU

ICP, PERSONA & JOURNEY MAPPING

B2B Persona Development and customer journey mapping have become a favourite tool for visualising every experience your customers have with you. However, knowledge of the full customer journey is often spread across business silos and isn’t always shared in a way that can be analysed and actioned.

In this session you’ll learn:

  • Learn how to develop your Ideal Customer Profile, Persona and Customer Journey Maps that visualises every experience and touchpoint, both digital and physical your customers have with you
  • Understand how to tap into the organisation’s insight, experience and data to map out the customer journey
  • Learn how to execute on your journey maps
  • Review examples of unexpected customer journeys and what you can learn from them

Marketing Director ANZ
Awaiting internal approval

DATA DRIVEN TRANSFORMATION IN B2B2C

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 PPG-B2B -Marketing Asia Virtual Forum

David Nicholls
Marketing & Sales Director
PPG Architectural Coatings

03:00

AFTERNOON COFFEE & NETWORKING BREAK

B2B CONTENT MARKETING

09:10

bobbi-mahlab-mahlab-b2b-marketing-leaders-forum-melbourne-2021

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

03:55

angela kent phocas b2b marketing leaders Melbourne

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

NETWORKING DRINKS