CONFERENCE DAY TWO

10 November 2022

DAY TWO: Thursday 10 November 2022

08.30

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

DEMAND GENERATION

09:40

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

CUSTOMER MARKETING

09:40

Andrew Perepeczko thermofisher b2b-conference marketing melbourne

Andrew Perepeczko
Head of Customer Marketing ANZ
Thermo Fisher Scientific

CUSTOMER MARKETING - BUILDING THE “PLATINUM EXPERIENCE PROGRAM”

Managing a large ANZ team across brand, CX, Digital, Channels and Data Science, Andrew describes Thermo Fisher Scientific as the biggest Fortune 100 company you’ve never heard of.

As both a manufacturer and distributor of health care solutions to government, mining, food & beverage with vast different business units and product portfolios, three years ago the organisation was over dependent on siloed sales and Key Account Managers with limited focus on after sales relationships with customers.

During this keynote Andrew will share how over a three-year digital transformation journey he re-built the marketing and sales function into a holistic customer solutions centric group focused on customers as long-term partners.

By focusing on after sale marketing he’ll share how they:

  • Re-positioned the marketing function internally from comms/internal support function to that of representing the customers
  • Built the “Platinum Experience Program” with focus on improving after sales experiences to both decision makers and end-users across their lifecycle
  • The removal of siloed business units and overdependency on sales to a holistic customer-centric offering with a strong e-commerce focus
  • The limitation of the HQ reliant tech-stack that provided broken customer experiences
  • Examples of today’s customer engagement and advocacy program
  • How they measure impact and ROI

10:10

RESERVED FOR PLATINUM PARTNER

10:35

MORNING COFFEE & NETWORKING BREAK

11:10

CHOOSE YOUR TRACK:

DATA

ATTRIBUTION, REPORTING & ROI

To maintain credibility and budgets, marketers must be able to quantify marketing’s contribution to pipeline and revenue. Yet over 50% of marketers in APAC don’t have a ROI or pipeline contribution target.

During this session we’ll discuss:

• What earns marketing a seat at the leadership table is knowing your ROI, revenue contribution and being able to walk into a board room and report and defend your data

• Learn the skills, processes and tech needed to set up attribution, ROI and reporting frameworks for communicating the value of marketing to the businesses – aligning metrics to business financials

CONTENT MARKETING

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 Investments

BRAND

GLOBAL MARKETING TRANSFORMATION: ELEVATING THE ASHURST BRAND

Diane joined global law firm Ashurst as their CMO in early 2020 as a continuation of her successful professional services career at organisations including PwC, Deloitte and MinterEllison.

Part of the Global Executive team, Diane was hired to transform the brand, marketing and communications function, ensuring marketing has a strong voice at the leadership table and working closely with the CEO who is responsible for driving the strategic direction of the firm.

With the function previously reporting to BD and HR, Diane will share how she has built a global, collaborative team covering a large portfolio with 45 professionals located throughout the world.

Diane will discuss:

  • The all-important 90 day plan
  • Transforming the function and building a collaborative global team
  • Introducing strategic and digital marketing capability
  • Leading key initiatives – Purpose and brand
  • Measures of success
Diane Gates Ashurst b2b-marketing melbourne conference

Diane Gates
Chief Marketing Officer
Ashurst

11:45

CHOOSE YOUR TRACK:

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?

CONTENT MARKETING

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, but 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
Marketing Director
Mimecast

BRAND

12:20

NETWORKING LUNCH

01:30

CHOOSE YOUR SESSION:

B2B MARKETING IN IT, TECH, SOFWARE, CLOUD

During this deep-dive session panellists will share their main challenges and opportunities as B2B marketers in Tech.

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

B2B MARKETING IN BANKING, FINANCIAL SERVICES, INSURANCE

During this deep-dive session panellists will share their main challenges and opportunities as B2B marketers in BFSI including:

• The role of marketers during crisis (Royal Commission, bushfires, Corona Virus, Climate Change)
• Humanising financial services and earning trust
• How marketers are taking a leading role in driving CX
• Implementing new technologies and new ways of working – the challenges and opportunities for marketing
• Partner/Channel marketing – Maximizing business value with partners
• Managing massive growth targets when you’re a challenger brand

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 PROFESSIONAL SERVICES, MANUFACTURING, PROPERTY

During this deep-dive session panellists will share their main challenges and opportunities as B2B marketers.

• Advancing the marketing department as credible, growth and revenue driver for the business
• The importance of brand and positioning in undifferentiated industries – Engaging your people as your brand ambassadors and thought-leaders

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

02:30

AFTERNOON COFFEE & NETWORKING BREAK

NETWORKING DRINKS