CONFERENCE DAY TWO

10 November 2022

DAY TWO: Thursday 10 November 2022

08.30

REGISTRATION & BARISTA COFFEE

09:00

kristy albers b2b marketing leaders conference sydney

Kristy Kelly
General Manager
B2B Marketing Leaders Forum

WELCOME & OPENING REMARKS

LEADERSHIP

09:10

Sweta Mehra - ANZ - b2b marketing leaders forum

Sweta Mehra
CMO
ANZ

DEMAND GENERATION

09:35

carolyn agnobar b2b marketing leaders Melbourne

Carolyn Agombar
Head of Demand Marketing, APAC
Juniper Networks

LEADING DEMAND GENERATION ACROSS APAC

As the Head of APAC Demand Marketing at 20 year old Silicon Valley HQ, IT network company, Juniper Networks, Carolyn’s team is responsible for the awareness and acquisition of new as well as increasing customer engagement and share of wallet from existing customers.

During this session she’ll share:

  • The team structure, KPIs, segments and channels part of the Asia Pacific Regional Demand Centre (RDC)
  • How she balance sales’ and the businesses focus on short term (monthly and quarterly) targets with building long term thought-leadership with focus on lifetime customer value?
  • The importance of total alignment between the demand and renewals teams

KEYNOTE PLATINUM PARTNER

10:00

PLATINUM PARTNER KEYNOTE

Session sponsored by:

adobe at b2b marketing conference in sydney 2022

10:30

MORNING COFFEE & NETWORKING BREAK

11:00

Choose one of three tracks:

GROWTH

Track hosted by:
Hubspot at b2b marketing conference in melbourne australia 2022
Track moderated by:

EMBRACING GROWTH AS YOUR NORTH STAR

Increasingly B2B marketers are owning aggressive growth targets which present a great opportunity to firmly cement that respected seat at the leadership table.

During this session we’ll be discussing strategies that enable marketing to be the engine room for growth for the business. Whether it’s growth through existing customers and ABM or demand gen and securing new logos or pipeline acceleration and campaigns that drive faster conversion.

We’ll be discussing marketing’s involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star.

CONTENT MARKETING

Track moderated by:

THE CONTENT STRATEGY BASED ON OWNED RESEARCH THAT ESTABLISHED NETWEALTH AS THE CHALLENGER BRAND TO THE BIG BANKS

Founded in 1999, Melbourne based Fintech Netwealth (ASX listed) provides tech to Australia’s over 20k financial advisers, brokers and accountants in competition with Australia’s largest banks.
Andrew will share how the challenger brand was built through strong brand proposition and a crystal clear content marketing strategy based on bespoke and today industry-wide respected research reports,
podcasts, webinars and events.
During this session Andrew will share:

  • How they built confidence in an unknown, challenger brand to the big banks
  • How they built a content-media company around content as a service
  • How, by creating and today owning the “AdviceTech” research report and term, which has today become a industry-wide respected piece of research
  • How the yearly research today still generates thousands of downloads and attendees to the associated yearly webinar
  • How the content strategy has today built such a strong database, they’re less dependent on media and ad spend.
Andrew Braun netwealth b2b marketing melbourne conference

Andrew Braun
General Manager Marketing
Netwealth

REV OPS & DATA

Track hosted by:

MAXIMISING PROCESS

As the most exciting and revenue rewarding marketing and sales initiative in B2B marketing, Account Based Marketing, where treating individual accounts as markets in their own right is finally gaining huge momentum in APAC

How to build the business case for ABM, starting with a proof-of-concept and winning the support of the sales and senior stakeholders internally that ensures internal adoption

Account selection, account mapping and scoring – Learn how to identify and choose the right target accounts

Building the team – What sort of expertise you need in your organisation to enable a strong ABM strategy, plan and execution

Kick start your career in ABM – Personal career development and professional development

11:40

CHOOSE YOUR TRACK:

DEMAND GENERATION

LEADING DEMAND GENERATION ACROSS APAC

CONTENT MARKETING

Track moderated by:

PILOTING A LOCAL, NON-BRANDED NEWSROOM TO DRIVE DEMAND AND INBOUND LEADS

Supplementing the existing content strategy, Daniel convinced Mimecast HQ to pilot a new content approach for driving inbound leads and generating
strong thought-leadership in the local market…in a heavily content-cluttered marketplace.
During this session Daniel will share how his team managed to convince HQ to do the pilot and how
they:

  • Identified an “empty” content niche by analysing existing local content players, who had a voice and how strong
  • The strategy behind building for a local audience while leveraging HQ intelligence
  • Balancing local and global content to avoid cannibalising
  • The distribution strategy for content amplification
Daniel McDermott Mimecast b2b marketing melbourne conference

Daniel McDermott
Sr Marketing Director APAC
Mimecast

DATA

DATA, INSIGHTS, DATA-DRIVEN DECISIONS & SEGMENTATION

In order to make any kind of data-driven decisions, derive insights and slice and dice your data it has to first be clean, stored in one place, with a 360 view of the customer
During this session we’ll discuss:

• What do you or don’t you know about your data?

• How do you identify segments and where is the balance between personalisation and scale?

• How do you act on insights that truly benefit your customers and help guide them down the decision making journey

• What if you don’t have a data science team, how can you as a marketer develop the data-insights and curiosity mindset?

12:20

NETWORKING LUNCH

1:30
Round-Tables B2B marketing conference sydney australia 2019

Industry Focused Deep Dive Group Sessions

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

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.

B2B MARKETING IN IT, TECH, SAAS, CLOUD

Panellists will share their main challenges and opportunities as B2B marketers in IT/tech/SaaS/Cloud including:

  • Growth marketing for the IT/TECH/SAAS/CLOUD sector
  • Addressing the common challenges in IT/Tech marketing
  • Best-practice in cut-through to the ‘unreachable’ CIO and IT/Tech Exec Buying Party
  • Designing a ‘full funnel’ content strategy (without the tech jargon)
  • SDR/Inside Sales & Lead management – Building the SDR/ISR/BDR strategy and team for pipeline acceleration and growth
  • What is the new-norm in marketing to this digital-savvy, tech-savvy audience
  • Using martech (and data) to sell tech products and services (what’s the must-have tech stack)
  • Awesome IT/Tech/SaaS/Cloud marketing examples

This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session. A fun and engaging format that will have you on your feet (literally!) and energised with new thinking!

Track moderated by:
Track hosted by:
Green Hat b2b marketing conference Sydney Australia 2020

B2B MARKETING IN BANKING, FINANCIAL SERVICES, INSURANCE

Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services including:

  • The role of marketers and impacts of COVID, geo-politics and ESG
  • Balancing B2B and B2C and moving from a focus of B2B to B2B2C
  • Humanising financial services and earning trust
  • Digital transformation programs
  • How marketers are taking a leading role in driving CX
  • Implementing new technologies and new ways of working- the challenges and opportunities for marketing

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Jo Reilly Melbourne 2021 Australian Super B2B Marketing

Jo Reilly
Head of Brand & Marketing
AustralianSuper

B2B MARKETING IN MANUFACTURING & CONSTRUCTION

Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing & Construction including:

  • Advancing the marketing department as credible, growth and revenue driver for the business
  • Digital transformation programs
  • CX: who is driving it in manufacturing firms and what does it look like?
  • The role of brand for firms in the manufacturing sector
  • B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Joanne woo ABB b2b marketing leaders Melbourne

Joanne Woo
Global Head of Marketing – Process Industries
ABB

B2B MARKETING IN PROFESSIONAL SERVICES

Panellists will share their main challenges and opportunities as B2B marketers in professional services including:

  • Building brand and managing transformation, change and growth in an un differentiated industry
  • Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
  • The “sales” and marketing alignment and relationship in professional services – Challenging the seller-doer model
  • The digitally enabled professional services firm – Driving and building digital capability within your organisation
  • Providing an omni-channel experience in professional services
  • Advancing the marketing department as credible, growth and revenue driver for the business

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

02:50-03:20

AFTERNOON COFFEE & NETWORKING BREAK

CAREER DEVELOPMENT

03:20

Kate Young
Head of Customer Centricity & Capability
ANZ

BUILDING AN IN-HOUSE, ACCREDITED MARKETING ACADEMY AT ANZ

PERSONAL LEADERSHIP & CAREER PANEL

03:45

Joanne woo ABB b2b marketing leaders Melbourne

Joanne Woo
Global Head of Marketing – Process Industries
ABB

PERSONAL LEADERSHIP AND CAREER ADVICE FOR APAC CMOS AND B2B MARKETERS

During this closing session we’ll hear inspirational stories from CMOs sharing their advice and lessons learnt along their own career journeys

  • Examples and career advice and paths for emerging B2B marketing leaders
  • The pros and cons of generalists vs specialists B2B marketing roles – The biggest skill shortages in B2B marketing
  • The importance of business acumen and financial literacy for marketers
  • Advice for best managing important cross-functional stakeholders
  • The transition from peer into a leadership position
  • Taking a strategic approach to building your personal marketing brand
  • The importance of keeping up with change and staying relevant
  • What’s next after you’ve secured the APAC Head of Marketing role?

WHY FUNNELS ARE “F*@D”

04:20

Andy Lark
Former CMO
CBA, Xero, Foxtel

WHY FUNNELS ARE F*@D - GETTING MARKEITNG INVESTMENT RIGHT

According to Andy, one of Australia’s most recognised CMOs, marketers’ drug of choice – the funnel – is a broken idea.
B2B customers don’t purchase in linear ways or logically but are driven by emotional buying patterns which is why B2B marketers need to find a way of flowing more budget into brand investments.
During this session he’ll explain the need to build brand above sales activation and the need to allocate (maybe not 60% of the budget – which he thinks is ludicrous) of your marketing budget to brand.

04:00

CLOSE OF CONFERENCE

NETWORKING DRINKS