THURSDAY 16 NOVEMBER 2023
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e
George Pappas
CEO (Former CMO)
Linde Material Handling
Seven years ago, as CMO of German head quartered, Linde Material Handling, George initiated the idea and need for a company wide total digital transformation.
Six years on, he attributes as one of the key factors to why he was considered and offered the CEO role, to the success and measurable transformation he led and the Australian team delivered first locally, which was later used as the template for the global roll out.
During this session he’ll share:
Michelle Stewart
CMO
Device Technologies
Ben Arthur
CFO
Device Technologies
Michelle has spent the last few years elevating the CMO role and perception of marketing within Device Technologies, an Australian head quartered medical equipment manufacturer.
For the first time Marketing has become a bridge across all functions with “a big seat” at the executive leadership team, has for the first time a seat at the Sales Executive Leadership Team, and a seat at the Finance/IT/Operations Leadership Team.
During this CMO/CFO fireside chat, Michelle will share how she collaborates with all C-suite stakeholders with a focus on the CMO/CFO relationship.
Ben will share how to win over and speak the language of the CFO.
NEW in 2023 we’re introducing a 40 minute round-table workshop session for practical, “under the hood” round-table discussions. This is your opportunity to get to know your table peers and learn directly from your peers and discuss challenges with fellow B2B marketers.
During this workshop we will cover two of the most pressing topics for B2B marketers:
The sessions will be led by workshop leaders and trainers Catherine and Stephen, The Toms
Traditional B2B demand generation managers target a broad addressable market and hope that (1) they reach those accounts in market and (2) those accounts respond. We know that this ‘spray and pray’ is becoming more problematic, especially given that only 5% of a B2B audience is ‘in the market’ for a solution at any given time (refer “95:5 Rule”, Ehrenberg Bass 2021).
So, wouldn’t it make more sense to directing your efforts on capturing demand from the 5% that has the problem than trying to generate demand from the 100%. In this session, we will discuss how to identify in-market accounts using intent data (first, second, third party) and systemising an approach to capture demand rather than generating demand.
What you will learn:
Brand in B2B has long been relegated to the bottom of the priority list, as demand from the business for leads, leads, and more leads has dominated the landscape. The pendulum is swinging, as recognition that brand and demand are not mutually exclusive, but rather work in tandem, is finally filtering through marketing and into the C-suite and Board.
In this case study presentation for Health Metrics, we share how a refresh brief for their tired product brand turned into the driving force for a series of changes across the business well beyond the expected verbal and visual identity, and through to positioning, operations, service, and product design – all in the name customer experience. With unanimous support from the Board and new management team, we’ll show how brand (in its broadest form) was the galvanizing element to align the business to the customer
Without a strategy, your content is just noise—and B2B marketing has enough noise.
The customer’s goal is not to find you but to find answers. But many companies waste money and resources creating and maintaining content that’s pointless for buyers looking for those answers—adding to the noise instead of cutting through it. And that’s because they lack a content strategy.
According to research, 97% of businesses report using content marketing as part of their overarching marketing strategy. However, only 57% reported having a documented strategy, and just 19% said their strategy was advanced.
The topper? 78% of businesses who said their content marketing was “very successful” also had a documented content strategy.
Most companies we meet have some version of a content plan, outlining the ‘what’, ‘how’ and ‘when’—the nitty-gritty. Few have a strategy providing the ‘why’ behind the content.
In this panel discussion, we’ll leave the nitty-gritty planning and production stuff alone and discuss the bigger questions that drive successful content marketing. Questions like:
Join the conversation, and let’s rise above the noise!
Moderated by Laura Synder, VP Client Services and Head of ANZ Business, eClerx Digital
As one of the forum highlights, join your industry peers for these one hour group discussions with your competitors and peers.
You’ll be discussing challenges and pressing topics that are most relevant to you and B2B marketers in your specific industry.
Doing more with less”, is this the new norm in today’s marketing landscape
The resilience and adaptability of the B2B marketer. Navigating through the pandemic and now with the ongoing economic pressure constantly being asked to do more with less, but how?
Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Moderated by Tim Johnston, Head of Marketing APJ, ON24
Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing including:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Moderated by Kristy Kelly, Managing Director, B2B Marketing Leaders Forum
Panellists will share their main challenges and opportunities as B2B marketers in professional services including:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Vanessa Lyons
CEO
ThinkNewsBrands
Elly Bloom
Executive Marketing, Business & Private Bank
NAB
Marketers can no longer afford to stick to binary measures like reach or frequency to decide where to spend their media dollars. Leveraging customer need states and engaging in the right moments is equally critical to achieving real impact and effectiveness.
And this is where some advertising channels shine more than others in the media mix. New research shows irrespective of audience profile or time of day, some advertising mediums are the unsung heroes when it comes to making an impact in key moments that matter to customers. Yet advertisers continue to underweight them in their media mix.
This session will provide a fresh perspective on media consumption, busting persistent myths on channel preferences, and exploring how brands get the best out of their ad spend. Featuring ThinkNewsBrands CEO, Vanessa Lyons, and a fireside chat with one of Australia’s leading marketers, we’ll dive into:
Session sponsored by:
Georgia Swanson
Global Director, Strategy & Growth, NCS Next
NCS Group
NCS Group is a household name in Singapore and South East Asia as the largest IT solutions provider with over 12,000 employees. NCS has recently acquired eight leading Australian organisations and yet, has little to no brand awareness here.
Georgia, as the Global Head of Strategy and Growth faces very different regional marketing challenges.
During this session she’ll share:
Chris Savage
Business Growth Specialist
The Savage Co
Back by popular demand! Communications industry leader, Chris Savage, a former COO of STW (now WPPaunz), the largest listed marketing content and communications group in the southern hemisphere and a highly regarded inspirational speaker, will provide you with 10 leadership lessons to keep yourself relevant and valuable as you ride the tidal wave of marketing change.
It’s an opportunity to spend some time thinking about where you are in your career – your objectives, goals, aspirations and intent, and how to evolve your personal “brand, offer and value proposition” to remain at the leading edge of the industry by “thinking new, thinking big, and thinking quick”.
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