CONFERENCE DAY TWO
THURSDAY 16 NOVEMBER 2023
DAY TWO: Thursday 16 November 2023
08.30
REGISTRATION & BARISTA COFFEE
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e
LEADERSHIP
09:10
George Pappas
CEO (Former CMO)
Linde Material Handling
THE CMO WHO GOT PROMOTED TO CEO - AFTER INITIATING AND DRIVING A COMPANY WIDE TOTAL DIGITAL TRANSFORMATION
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:
- The digital transformation journey, how he got HQ to agree to try it in Australia first and why it was such a huge success
- The business basics needed for the CEO role
- How he’s built a total financially astute company culture, demystifying the P&L so that every employee understands how their impact and fulfilment of customer needs results in financial benefits for the business
- What does a high performing CMO/Marketing function look like?
CMO/CFO ALIGNMENT
09:35
Michelle Stewart
CMO
Device Technologies
Ben Arthur
CFO
Device Technologies
CMO/CFO FIRESIDE CHAT - HOW TO ESTABLISH CREDIBILITY WITH THE CFO BY SPEAKING THEIR LANGUAGE
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.
- The CMO/CFO – One of the most worthwhile relationships to invest in
- How you have to speak their language and understand the gaps
- Ben’s perspective on how the marketing conversation and relationship changed
- Practical recommendations to other marketers
- Agreeing on metrics and reporting that matter to the CFO, CEO and Board
NEW: ROUND TABLE DISCUSSIONS
10:00
Round table discussions
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:
- How to communicate the value and importance of marketing to any level within your organisation
- What have you learned in 2023 to take forward (or leave behind) in your 2024 planning?
The sessions will be led by workshop leaders and trainers Catherine and Stephen, The Toms
10:40 – 11:10
MORNING COFFEE & NETWORKING BREAK
11:10
Choose one of two tracks:
DEMAND GENERATION
Track hosted by:
FROM DEMAND GENERATION TO DEMAND CAPTURE
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:
- How to identify accounts already in market for a solution like yours
- How to capture that demand when you identify it
- Best practice approach to engaging that demand and converting it pipeline
Jadanne Dare
CMO, KPMG
David Frangiosa
Head of Marketing APAC, Megaport
Moderated by:
Tushar Warrier, Head of Marketing and Growth, Green Hat
BRAND & CREATIVITY IN B2B
Track hosted by:
BRAND – THE GATEWAY TO ALIGNING THE BUSINESS TO THE CUSTOMER
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
Jenny Docherty
Head of Marketing, Health Metrics
Moderated by:
Janine Pares, Founder & Managing Director, Thinksmart Marketing
11:55
CHOOSE YOUR TRACK:
CONTENT MARKETING
Track hosted by:
CONTENT STRATEGY
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:
- Who’s going to read your content?
- How can your content elevate the buyer experience?
- What role does content play for your brand?
- And how can content be harnessed to realise your specific marketing and business ambitions?
- We’ll also touch upon strategic SEO and the role of AI.
Join the conversation, and let’s rise above the noise!
Chantelle Lane
General Manager Marketing, Bapcor
Matt Houltham
CMO, Glow
Tim Beveridge
Founder & CEO, Modern Marketing Group
Moderated by:
Joel Thomson, Head of Strategy, Green Hat
DIGITAL, MARTECH & ATTRIBUTION
DATA-DRIVEN DIGITAL DEMAND AND REVENUE GROWTH
- Building high performing digital strategy and teams
- Agency model vs In-house digital team
- Different team structures and roles
- Creating a full-funnel digital strategy & roadmap
- Channel selection and performance
- Measure the value and ROI of every interaction across the customer journey
- Understand what’s working and what’s not to optimize marketing spend
- Increase qualified leads, pipeline, and revenue without increasing budget
- Tie marketing investments to revenue and prove marketing’s contribution
Moderated by Laura Synder, VP Client Services and Head of ANZ Business, eClerx Digital
Divya Gupta
Head of Digital Revenue APAC, Maersk
12:45 – 1:45
NETWORKING LUNCH
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
Track hosted by:
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?
- The importance of accelerating pipeline, conversions and driving leads across all stages of the funnel
- Balancing quantity and quality
- The importance of measurable ROI
- Company right sizing
- Agency work – what to insource vs what to outsource
Lisa Sim
Head Of Marketing JAPAC, Palo Alto Networks
Susan Rudolph
Head Of Marketing ANZ, BMC Software
Craig Mills
Head of Demand Generation APAC, IBM
Moderated by:
Jake Phibbs, SVP Sales ANZ, Anteriad
B2B MARKETING IN BANKING, FINANCIAL SERVICES, INSURANCE
Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:
- How CX transcends everything, and how to align the business around it
- Balancing B2B and B2C and B2B2C – Utilising B2C principles in B2B
- Digital transformation and what this means for re-building high-performance teams, workflows and customers
- The impact of macro forces and how marketing can take a leadership role
- The role of brand and the impact on CX
- Working with sales, partners, advisors when building personal relationships with clients
- Unlocking trust with the CEO and leadership team
- Stretching small teams, limited resources further – how small teams can push above their weight and be super smart with their limited budgets
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
Nicole Mathias-Browne
CMO, Mercer Super
Zoe Hayden
Head of Marketing, Fifo Capital
B2B MARKETING IN MANUFACTURING
Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing including:
- Advancing the marketing department as credible, growth and revenue driver for the business
- Digital transformation programs
- Demand generation in manufacturing
- How to build high performing digital strategy and teams internally
- Content marketing in manufacturing
- CX: who is driving it in manufacturing firms and what does it look like?
- Elevating customer loyalty and build brand trust through education
- B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce
- Stretching limited resources further in manufacturing
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
Kitty Zhao
Head of Marketing Adhesive Technologies, ANZ, Henkel
Chantelle Lane
General Manager Marketing, Bapcor
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/partner” and marketing alignment and relationship in professional services – and the impact on culture
- The digitally enabled professional services firm – Driving and building digital capability within your organisation
- Providing an omni-channel experience in professional services
- Sustainability and ESG Marketing
- Should marketing have sales and revenue targets 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.
Katie O’Malley
Head of Marketing & Comms, BESIX Watpac
Megan Williams
Head of Marketing, APAC, Herbert Smith Freehills
2:45 – 3.15
AFTERNOON COFFEE & NETWORKING BREAK
B2B MEDIA CAMPAIGNS
3:15
Vanessa Lyons
CEO
ThinkNewsBrands
Elly Bloom
Executive Marketing, Business & Private Bank
NAB
GETTING TO KNOW THE MEDIA MOMENTS THAT MATTER TO YOUR CUSTOMERS
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:
- The additive impact advertising – which platforms deliver for brands and businesses more than others.
- Which advertising channels are an effective medium for reaching potential customers at both the top and bottom of the funnel.
- Practical examples and facts to help marketers leverage all that advertising has to offer.
Session sponsored by:
THOUGHT LEADERSHIP, CONTENT, BRAND & EVENTS
3:40
Georgia Swanson
Global Director, Strategy & Growth, NCS Next
NCS Group
INNOVATIVE THOUGHT LEADERSHIP AS A BRAND BUILDING STRATEGY
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:
- The setup of NCS’ new Global Innovation Function to disrupt the market – starting with content
- The creative and innovative thought leadership strategy that will build NCS’ brand in Australia and re-position NCS in Singapore as APAC’s IT-Leaders go-to, innovative, source of insights all in the one campaign
- The new GTM Strategy that begins with the Customer
- And the event and content marketing strategy behind it all
INVEST IN YOURSELF
4:05
Chris Savage
Business Growth Specialist
The Savage Co
INVEST IN YOURSELF – HOW TO KEEP YOURSELF AT THE EDGE, RELEVANT, EFFECTIVE, WANTED AND THRIVING
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”.
4:35
CLOSE OF CONFERENCE
