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    B2B Marketing Leaders Forum ASIA 2022

    Asia's largest B2B marketing conference focused on revenue, growth, leadership and personal career advancement


ASIA's largest B2B marketing conference focused on pipeline, revenue, growth, brand, leadership and personal career advancement!

IN-Person and Virtual in 2022!

Over the last couple of years, thousands of B2B marketers across Asia have joined us virtually but in 2022 we’re back in-person and virtually for those of you not able to travel to Singapore!

Limited tickets! For the in-person Forum, we have space for 300 B2B marketers to gather in Singapore to discuss our roles as business leaders driving revenue and growth, with a firm seat at the leadership table while ensuring we personally stay relevant as modern marketers.

Now in its fifth year, ASIA’s largest gathering of B2B CMOs and marketing leaders will again be held at the Parkroyal on Pickering in Singapore on the 17-18 August 2022.

  • We’re seeing a large skills gap today in B2B marketing, and it’s conferences like these that help fill that gap as this is the only place they’re going to get this kind of education`` - Carlos Hidalgo – Customer Experience Strategy, B2B Demand Generation and Change Management Expert (USA)

  • Where B2B marketers become revenue generating machines, secure larger budgets and a stronger voice in the C-suite!

Speaking in 2022 - all in Singapore IN-Person!

B2B marketing leaders you'll learn from in 2022:

  • Deon Neman, CMO, IBM singapore asia marketing conference on b2b 2022

    Deon Newman

    Global CMO, VP Marketing IBM Cloud & IBM Systems
    From legacy to challenger brand in a highly competitive Cloud marketplace
  • joyce moy, cmo, vp marketing japac, cisco speaking at b2b conference in singapore, asia

    Joyce Moy

    Head of Marketing APJC
    Leading over 150 marketers through three major marketing transformations
  • stacy seah, cmo apac, microsoft to speak at Asia's largest conference for b2b marketers in Singapore on the 18-19 August 2022

    Stacy Seah

    Leading multi-dimensional, cross-functional teams of marketers
  • Andrea Clatworthy, Global Head of ABM, Fujitsu speaking at b2b marketing conference in singapore, asia 2022

    Andrea Clatworthy

    Global Head of Account Based Marketing
    10 years of championing and delivering Strategic ABM globally at Fujitsu
  • Karina Gan, Global CMO Growth Markets Accenture speaking at b2b marketing conference in Asia

    Karina Gan

    Global CMO, Growth Markets
    Personal leadership and career advice for APAC CMOs and B2B marketers
  • jaspal johl head of marketing asean at amazon web services aws speaking at b2b marketing conference in sinapore asia

    Jaspal Johl

    Head of Marketing ASEAN
    Maintaining a "Day One" marketing culture as the world's largest start-up
  • james kissel fujitsu cmo marketing b2b conference in singapore asia 2022

    James Kissell

    Global Director Vertical Industries Marketing & Member ABM Global Board
    Leading growth, innovation and teams globally while balancing locally relevant messages
  • Saurabh Singhal

    Global Group Head of B2B Marketing, Corporate, SME and Transaction banking
    B2B Marketing in Banking & Financial Services
  • Syazlina Haniff

    Head of Marketing, Communications and Digital Solutions Singapore and Brunei
    How does a Travel Risk Management organisation based on a subscription business model remain relevant, reinvent themselves and come out of the pandemic stronger.
  • aw beng tech, cmo asean nec speaking at b2b marketing conference in singapore, asia 2022

    Aw Beng Teck

    Head of Marketing ASEAN
    Content campaigns during long, complex sales cycles across Asia
  • Belinda Pervan, VP Marketing Veeam to speak at Asia's largest conference for b2b marketers in Singapore on the 18-19 August 2022

    Belinda Pervan

    VP Marketing APJ
    Managing HQ & Asia. From Global to region to countries.
  • Chriss Quinn, VP, CMO Marketing, Schenider Electric to speak at Asia's largest conference for b2b marketers in Singapore on the 18-19 August 2022

    Chris Quinn

    VP Marketing East Asia & Japan
    ESG marketing, building B2B martech capability, managing marketing in a complex region
  • Sonal Shah, head of b2b marketing at paypal, conference in singapore, asia

    Sonal Shah

    Head of B2B Marketing - Global Growth Markets
    Driving high growth marketing strategies in Asia and globally
  • Kishore Modak cmo hpe b2b marketing conference asia singapore

    Kishore Modak

    General Manager, APJ Marketing
    A pandemic reflection and the future of B2B marketing
  • Joyce Tan

    Head of Marketing, International (Asia, Australasia, CEEMEA, LATAM)
    Reporting to a global HQ, how do we gain local autonomy, flexibility and control
  • Nicholas Kontopoulos vp marketing twilio apj speaking at singapore b2b conference

    Nicholas Kontopoulos

    VP Marketing JAPAC
    The Great Resignation + Content marketing that cuts through
  • KP Unnikrishnan Unni marketing palo alto b2b conference asia singapore

    KP Unnikrishnan

    VP Marketing JAPAC
    Brand to Demand & ESG Marketing
  • Luca Destefanis, cmo apac, kyndryl speaking at b2b marketing conference in singapore, asia 2022

    Luca Destefanis

    Head Of Marketing APAC
    A 19B$ spinoff from IBM - Building a new brand and marketing function
  • Melanie Gomez Sr. Program Manager, Executive Programs, Citrix (USA) speaking at b2b conference in singapore asia

    Melanie Gomez

    Sr. Program Manager, Executive Programs (USA)
    Customer Marketing, Advisory Boards & Awards
  • Eva Ford Murphy marketing cmo abb speaking at b2b conference in singapore asia 2022

    Eva Ford-Murphy

    Head of Communications APAC
    Discussing content and B2B marketing in Manufacturing
  • Stephanie Dechamp cmo boomi speaking about Customer Journey Mapping across APAC

    Stephanie Dechamps

    Head of APJ Marketing
    ICP, Persona & Customer Journey Mapping across APAC
  • ming yow, cmo at cbc, china broadband communications at b2b marketing conference in singapore asia 2022

    Ming Yow

    Chief Customer Officer
    Brand transformation for growth in China and internationally
  • Genevieve Yeep, head of apj digital is speaking at b2b marketing conference in singapore asia

    Genevieve Yeep

    Head Of Digital & Media APJ
    Building high performing digital strategy and teams – in-house vs agency model
  • Anirudh Samantaray

    Strategy, Insights & Operations Leader, APAC Marketing
    Back yourself with B2B marketing attribution
  • Mohit Gupta, Head of marketing corporate at deutsche bank speaking at conference in singapore asia

    Mohit Gupta

    Head of Marketing APAC & Global Head of Social Media - Corporate Bank
    B2B Marketing in Banking & Financial Services
  • Kate Tan, Head of Marketing ASEAN, Mercer - b2b cmo conference in Singapore Asia 2022

    Kate Tan

    Head of Marketing ASEAN
    Demand campaigns driving 300% marketing contributed revenue growth
  • Sophia Ong, Head of Marketing Asia at ERM, eSG cmo conference in singapore 2022

    Sophia Ong

    APAC Director of Marketing - Environmental Resources Management
    The urgency for CMOs to drive ESG stewardship for business impact
  • Wendy Walker

    VP Marketing ASEAN
    Personal leadership and career advice for APAC CMOs and B2B marketers
  • Sisca Margaretta

    Brand to demand to loyalty and advocacy
  • Ross Ballantyne Head of B2B marketing at JLL speaking at conference in singapore asia 2022

    Ross Ballantyne

    Head of Marketing - Corporate Solutions, APAC
    B2B marketing in Professional Services
  • Amol Oberoi cmo hilti speaking at b2b marketing conferene singapore asiea

    Amol Oberoi

    Head Of Digital, Branding & Comm SEAPAC
    Digital transformation & growth in Manufacturing
  • Rachel Milford, cmo, apac, control risks speaking at b2b marketing conference in singapore, asia

    Rachael Milford

    Partner & Director Marketing APAC
    Becoming a strategic business advisory function in Professional Services
  • Nikki Taylor head of marketing ups in singapore speaking at b2b markting conference asia

    Nikki Taylor

    Marketing Growth Strategy Director APAC
    Growth as your North Star & Building Creative and Data-Driven teams
  • Viktoriya-Chamata-customer-marketing-service-now-b2b-conference-singapore-asia

    Viktoriya Chamata

    Customer Advocacy Marketing Director APJ
    A strategic approach to building customer advocacy and storytelling programs
  • Dhruv Mehrotra, Marekting, 3M, speakign at b2b conference in singapore, asia

    Dhruv Mehrotra

    Head of Digital & Integrated Marketing Asia - Safety & Industrial Business Group
    Digital transformation programs in Manufacturing
  • Priscilla Lee

    Snr Manager, Slack Demand Generation, Salesforce
    Global scale, local touch: using content marketing to drive demand and accelerate sales cycles
  • Donovan Chee

    Head of Marketing & Communications, South East Asia- Bureau Veritas
    The role of a great strategy to enable a brand to flourish
  • Chris saxby marketing at aurecon enginnering speaking at b2b conferene in asia singapore

    Chris Saxby

    Brand, Marketing, Comms Business Partner - Clients & Markets
    B2B Marketing in Professional Services - Engineering & Advisory
  • Michelle Go

    Director, Account Based Marketing APAC
    State of ABM in APAC - Strategic & Scale
  • Cindy Liu Dir, Partner Marketing Asia Pacific, Equinix speaking on partner, channel marketing at b2b conference in asia singapore

    Cindy Liu

    Director Partner Marketing Asia Pacific
    Partner/Channel marketing - maximising business value with partners
  • Michael Burke

    Head of Partnerships and Alliances - South Asia
    Partner/Channel marketing - maximising business value with partners
  • Content marketing that cuts through the noise

    Nishi Seth

    Industry Marketing lead APAC Google Cloud
    Content marketing that cuts through the noise
  • Mona Lolas

    B2B Solutions Executive Partner APAC
    The past two years and how it’s shaped our future
  • Mavis Liew

    Principal Analyst
    Optimising global campaigns in the region
  • andrew everingham ceo capital espeaking at b2 marketing conference in sinapore asia 2022

    Andrew Everingham

    Founder & CEO
    Forum Chair and MC - Creating executive engagement
  • lily Global scale, local touch: using content marketing to drive demand and accelerate sales cycles

    Lily Carlyon

    Head of Strategy & Performance
    Global scale, local touch: using content marketing to drive demand and accelerate sales cycles
  • Genevieve Tan

    General Manager, APAC
    Data, Insights & Data-driven decisions
  • Tim Johnston

    Senior Marketing Director, APJ
    The balancing act between the physical and digital worlds
  • Rajhev Rajkumar

    Director Strategic Assets
    Executive engagements, customer advocacy, boards and awards
  • Mike Pritchett

    Founder & CEO
    Building a B2B CX Strategy
  • Steven Power

    Strategy Director, APJC
    Enterprise B2B doesn’t have to equal boring 2 boring
  • Simon Hickox

    Head of Marketing, APAC
    Targeting the ‘unreachable’ CIO/CMO and IT/Tech Exec Buying Party
  • janine pares thinksmart b2b marketing leaders conference sydney australia forum

    Janine Pares

    Founder and MD
    ICP, Persona & Journey Mapping
  • kristy albers b2b marketing leaders conference sydney

    Kristy Albers

    General Manager
    Helping B2B marketers secure larger budgets and a firm seat at the leadership table
  • Emma Roborgh, Founder and CEO, B2B Marketing Leaders Forum - conference in Sydney, Melbourne, Singapore, Australia and Asia

    Emma Roborgh

    Founder & CEO
    Turning marketing departments into revenue generating machines

17 reasons to attend in-person in 2022 - your ROI!

Topics that will be covered at Asia's largest B2B marketing conference focused on pipeline, revenue, growth, leadership and personal career advancement!


Having a long-term actionable strategy is crucial to help you move beyond the frenetic cycle of quarterly targets and tactical tasks, to build a plan which delivers sustainable results and gets you out of the hamster wheel.

Having a strategic plan to inform tactical execution is critical if we’re expected to hit increasingly aggressive targets with less resource.

In this session we’ll discuss how a defined long-term strategy helps you take back control of your agenda, align your marketing priorities to commercial business goals, think critically about your customers, your competitive landscape, and develop value propositions to cut through the noise, resonate and drive demand in market.


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

During the new, growth focused track we’ll be discussing strategies that enable marketing to be the engine room for growth for the business. Weather 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.


During this track we’ll dig deep into demand generation in Asia with two case studies followed by interactive group discussions.
We’ll learn what a world-class APAC Demand Centre looks like.

We’ll be discussing the scaled services provided, the processes, roles and KPIs. We’ll be sharing examples of demand gen programs for local and vertical requirements.

You’ll learn how engagement is becoming a new indicator for campaign targeting. By measuring internal customer engagement, engagement with competitors and 3rd party content, marketers can provide much richer insights into both purchase propensity and warning signals to sales.


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


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.

Learn how to develop your Ideal Customer Profile (ICP), 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


Understand marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results

The CMO’s role in building CX capability, structure and culture: how to influence departments and generating impact without direct authority

The role of data and tech to support CX strategies and a 360 degree view of the customer

The power of brand for great customer, employee, and product experiences, the role of data and tech to support CX strategies and ROI models organisations are using to drive CX.


Learn how to map content to the end-to-end buyer journey and how to optimise messaging for omnichannel strategy

Content campaigns during long, complex sales cycles and buyer journeys across APAC

How to use content to progress conversations during long selling cycles and customer journeys

How to integrate your content and ABM strategy and keep up with the large amount of personalised and relevant content required to support your ABM programs across the entire customer lifecycle

The importance of storytelling when tapping into unique buyer committee pain points, predictive content marketing analytics for forecasting your B2B content calendar

The strategy behind building for a local audience, but leveraging HQ intelligence while balancing local and global content to avoid cannibalising

The best distribution strategies for content amplification

The methodologies, measurement models and data used to prove the effectiveness of content efforts and how it drives business and revenue


Building the SDR/ISR/BDR strategy and team for pipeline acceleration and growth

Rather than only focusing all their efforts at the top of the funnel and generating leads to be passed over to sales, B2B marketers, especially within the IT/Tech industry are extending their ownership of leads further down the funnel. By using Sales Development Reps (SDR) teams to effectively nurture and qualify leads at the mid-funnel stage before they can enter the bottom of the funnel and getting passed over to Account Managers, marketers are seeing a huge impact on marketing ROI, pipeline acceleration and growth.

Learn how to build the SDR function as the bridge between marketing and sales by aligning the B2B sales funnel to these three teams of the growth department.

How lead qualification can be defined at each stage of the sales funnel

Which team(s) should be responsible for lead management at each stage

Why an effective nurture strategy is essential to advancing leads through the funnel and meeting aggressive growth targets

The results on marketing ROI and pipeline acceleration


Global to region to countries.

During this session we’ll be discussing managing relationships and expectations in an increasingly global and centralised workplace.

Reporting to a global HQ, how do we gain local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office and ensuring HQ understands local market dynamics so we can focus on driving an APAC agenda.

We’ll also discuss some of the biggest challenges faced when marketing into the vast amount of very different individual countries in Asia and the constant need to balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus.

The magic formula of localisation – finding the balance when providing locally relevant messages and the global brand challenge when localising.


Brand positioning, strategy and measurement.

During this interactive session we’ll share real life examples of brand campaigns and strategy and discuss the role of brand in sustainable revenue and business growth, from brand to demand to loyalty and advocacy

The balance between brand and revenue investments (and the budget allocation split) and how you build your “board and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time

Measuring brand health, brand measurement tools and metrics

How great brands are established through culture and why delivering on your brand purpose starts (and ends) with your employees

Building employee brand for attracting talent in a highly competitive market


Learn how to build high performing digital strategy and teams internally, responsible for delivering business results through capability building and growth marketing principles.
We’ll be discussing the benefits of going from agency model to full inhouse digital team, team structure and roles, the full-funnel digital strategy and roadmap, channel selection and performance.

During this session we’ll also be discussing how to look at your Paid Media strategy across Search, Social, Programmatic and Content Syndication and how it can align to your entire sales and marketing funnel.

You’ll also learn how to combat digital fatigue and drive scale and accelerate pipeline and revenue by having an always-on digital demand gen engine.


Back yourself with B2B marketing attribution!

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

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


In the US, the focus on customer marketing has seen a huge uptake in the last couple of years as a critical function needed for businesses to retain, engage and grow customers in a more strategic way.

During this session we’ll share the creation, execution and measurement of post-sale campaigns and programs designed to improve the quality and quantity of customer engagement, drive loyalty, generate growth opportunities and activate customer advocates.

You’ll learn how to build a customer marketing function, customer advocacy program, customer roundtables programs and customer awards programs.
We’ll also discuss metrics such as customer lifetime value (CLV), engagement, advocacy and voice of customer (VOC).


In this 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

We’ll discuss revenue contribution, partner engagement, partner led demand creation, marketing contribution, ROI and how to drive better engagement and fuelling marketing performance with partners


Data, Insights and data-driven decisions plus segmentation strategies

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

So, 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?


ESG marketing, where promoting the environmental, social and governance attributes of a company’s strategy to its investors, buyers and other stakeholders in alignment with corporate purpose and mission is increasingly becoming the responsibility of  of the B2B marketers.

A company’s ESG marketing message builds its brand equity, financial worth and potential for true social impact.

We’ll discuss the role of marketing in driving sustainability, ESG (environmental, social and governance) agenda in brands and organisations

Understand the ESG framework and how it motivates investors and customers

ESG storytelling

Integrating corporate ESG content strategy as part of marketing plans

How to measure your brand’s ESG success


With “The Great Resignation”, culture and purpose has become more important than ever to retain talent. We’ll be discussing creating nurtured environments focused on purpose and values, managing your team’s careers, connecting employees to brand and mission.

Marketers are asked to constantly do more, with less, provide growth without budgets for new resources, how to avoid burnout and becoming busy-bored, for teams and self.
We’ll also be discussing skills development, recruiting for values vs skills and generalist vs specialist skills for both CMOs and emerging leaders.

Career advice and paths for emerging leaders, the importance of building your personal brand, how to build business acumen and financial literacy, the biggest skills shortages in B2B marketing and how you transition from peer into a leadership position.

Watch the highlights of Singapore 2019

Our 2022 Partners/Sponsors

Helping Asia's B2B marketers turn their departments into revenue generating machines in 2022:

MarTech Agency Partner

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Executive Engagement Partner

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Hybrid Event Partner

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Content Marketing Partner

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Video Partner


Research Partner


Global Insight Partner

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Silver Partner

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Global Brand Partner


APAC Strategy Partner

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Associate Partner

Registration Partner

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Recruitment Partner

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Interested in becoming a sponsor?

If you want to meet 300 B2B marketing leaders and sponsor the B2B Marketing Leaders Forum ASIA 2022, we’d love to hear from you. Download our partnership prospectus here.