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    B2B Marketing Leaders Forum ASIA 2024

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


Join us in Singapore in August at Asia's largest B2B marketing community and conference!

Focused on pipeline, revenue, growth, brand, leadership and personal career advancement!

Developing and growing B2B marketers as business leaders driving profitable company growth!

Now in its seventh year, Asia’s largest gathering of B2B CMOs and marketing leaders will again be held at the PARKROYAL COLLECTION Pickering in Singapore on the 21-22 August 2024.

300+ B2B CMOs and marketing leaders will gather to 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.

  • 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)

  • Marketing stand for growth, or they stand for nothing - Thomas Barta

You will learn from over 40 B2B marketing experts speaking

First confirmed speakers include:

  • Karen Hopkins EY B2B Marketing Leaders Forum ASIA 2024

    Karen Hopkins

    Global CMO, Brand and Communications
    Leading transformation and 2500 marketers globally
  • Liz Fendt TUVSUD B2B Marketing Leaders Forum Asia 2024

    Liz Fendt

    Global Chief Marketing & Sales Officer
    From CMO Asia to Global Head of Sales & Marketing
  • Joanna Kalenska HSBC B2B Marketing Leaders Forum Asia conference 2024

    Joanna Kalenska

    MD, Global CMXO
    Marketing leadership - How to be the CEO's most valuable strategic partner
  • Joyce Moy Cisco B2B Marketing Leaders Forum Asia 2024

    Joyce Moy

    VP Marketing APJC
    Marketing leadership & the evolution of field marketing
  • Adeline Goh Fujifilm Business Innovation B2B Marketing Leaders Forum conference Asia 2024

    Adeline Goh

    "The P&L CMO” – Driving business revenue with sustainable profits through P&L ownership
  • Elaine Wu Alibaba Cloud B2B Marketing Leaders Forum ASIA 2024

    Elaine Wu

    VP & Global Head of Marketing
    AI and the impact to the future marketing
  • Jon Stona Airwallex B2B Marketing Leaders Forum ASIA 2024

    Jon Stona

    VP & Global Head of Marketing
    Leading global hypergrowth and expansion – from East to West
  • Donna Liew EY B2B Marketing Leaders Forum ASIA 2024

    Donna Liew

    Asean Regional Leader and Director, Brand, Marketing and Communications
    HQ/corporate & regional alignment - from global to region to countries
  • Lisa Ortner Ghouze Standard Chartered Bank B2B Marketing Leaders Forum Asia 2024

    Lisa Ortner-Ghouze

    Global Head of Marketing, Financial Markets - Corporate and Investment Banking
    The art of internal stakeholder management
  • Eva Ford Murphy ABB B2B Marketing Leaders Forum

    Eva Ford-Murphy

    Global Head of External Communications
    Top of funnel brand, reputation, content and thought-leadership in manufacturing
  • Sophie Neate ABB B2B Marketing Leaders Forum

    Sophie Neate

    Global Head of Digital Marketing & Content
    Full funnel, multi-channel. The approach when driving commercial outcomes in manufacturing
  • B2B Marketing Leaders Forum ASIA 2024 Ben Munroe Cloudflare

    Ben Munroe

    VP Marketing APAC
    Demand capture & focus on buying groups
  • Choi Fun Ching SAP B2B Marketing Leaders Forum Conference Singapore

    Choi Fun Ching

    VP Integrated Marketing Management, APJ
    Career advice for emerging marketing leaders
  • Edwina Sullivan Kennedys B2B Marketing Leaders Forum ASIA 2024

    Edwina Sullivan

    Head of Marketing & BD APAC, Chair ICON Singapore
    B2B Marketing in Professional Services
  • Lisa Sim Palo Alto B2B Marketing Leaders Forum ASIA 2024

    Lisa Sim

    VP Marketing JAPAC
    AI in Marketing & ABM transformation
  • Lit Yang Quek Veeam B2B Marketing Leaders Forum Asia 2024

    Lit Yang Quek

    Director Demand Center APJ
    Demand generation, ABM and focus on buying groups
  • Michelle Tan TUVSUD B2B Marketing Leaders Forum ASIA 2024

    Michelle Tan

    Global Head of Martech Operations
    How MarTech Operations ensures marketing's respected impact to the business
  • James Butler Snowflake B2B Marketing Leaders Forum ASIA 2024

    James Butler

    Head of Customer Advocacy APJ
    Driving Customer Loyalty, Advocacy & Awards - building a connected community of loyal brand advocates
  • Harshana Ariyaratne Affinidi B2B Marketing Leaders Forum Asia 2024

    Harshana Ariyaratne

    Brand to Demand –From zero to hypergrowth by focusing on brand proposition and build; coupled with key audience content and comms
  • Divya Gupta Maersk B2B Marketing Leaders Forum Asia 2024

    Divya Gupta

    Head of Digital Revenue APAC
    Data-driven digital demand and revenue growth
  • Luke Soon PWC B2B Marketing Leaders Forum ASIA 2024

    Luke Soon

    Partner, Asia Pacific Digital Assets & Author of “Genesis: Human Experience in the Age of AI”
    AI in B2B Marketing - Managing trust equity
  • B2B Marketing Leaders Forum ASIA 2024 Yin Chieh Tan Great Eastern

    Yin Chieh Tan

    Head of Customer Engagement
    Balancing digital and offline marketing in Banking, Financial services & Insurance
  • Wendy Walker Salesforce B2B Marketing Leaders Forum ASIA 2024

    Wendy Walker

    VP Marketing ASEAN
    B2B brand & creativity – lessons from Cannes Lions
  • Jazz Leong Mongodb B2B Marketing Leaders Forum Asia 2024

    Jazz Leong

    Head of Marketing APAC
    Revenue Marketing and AI Infused ABX
  • Bo Yi Tay Property Guru B2B Marketing Leaders Forum Asia 2024

    Bo Yi Tay

    Regional Director, B2B Customer & Product Marketing
    Sales, BDR and Marketing Alignment - implications when marketing carries sales targets and shared KPIs
  • B2B Marketing Leaders Forum ASIA 2024 Nishi Seth Google

    Nishi Seth

    APAC Industry & Solutions Marketing Lead
    Myths about revenue marketing debunked
  • B2B Marketing Leaders Forum ASIA 2024 Abigail Crosby Dentsu

    Abigail Crosby

    Managing Director
    Strategies for fostering a courageous mindset within B2B marketing, enabling adaption and innovation, to unlock new opportunities
  • B2B Marketing Leaders Forum ASIA 2024 Jake Hird Dentsu

    Jake Hird

    VP Strategy & Solutions, APAC
    Stop marketing and start mattering: using customers to find competitive advantage
  • Ab Gaur Ogilvy One B2B Marketing Leaders Forum ASIA 2024

    Ab Gaur

    Global Chief Technology & Data Officer
    Bringing Creativity, Martech & Business Strategy together– the future of personal, data-driven B2B Marketing
  • Gus Wick Mahlab B2B Marketing Leaders Forum ASIA 2024

    Gus Wick

    Business Director ASEAN
    High Impact ABM - Unlocking the strategic secrets for capturing high-value accounts
  • Stuart Jaffray

    Managing Director
    Late to the Buying Party? Opportunities for B2B Marketers to create a competitive edge for their brands
  • Catherine Toms TT B2B Marketing Leaders Forum ASIA 2024

    Catherine Toms

    Digital Marketing Strategist, AI Workshop Leader & Trainer
    AI in marketing - the state of AI adoption across Asia's B2B marketers
  • Rajhev Rajkumar CAPITALe B2B Marketing Leaders Forum ASIA 2024

    Rajhev Rajkumar

    Director Strategic Growth
    Forum Chair and MC - Creating executive engagement
  • Kristy Kelly B2B Marketing Leaders Forum Asia 2024

    Kristy Kelly

    Managing Director
    Helping B2B marketers secure larger budgets and a firm seat at the leadership table
  • Emma Roborgh B2B Marketing Leaders Forum Asia 2024

    Emma Roborgh

    Founder & CEO
    Turning marketing departments into revenue generating machines

What you'll learn in 2024!

What you'll learn at Asia's largest B2B marketing conference focused on driving revenue and profitable growth, brand, leadership and personal career advancement!


For our most senior marketers there will be specific sessions and invite-only networking activities dedicated for you

We’ll be discussing marketers as business leaders driving profitable company growth

Strategic thinking, opportunity identification, leadership, supporting teams and examples of how marketing structures influence the effectiveness of your marketing

How to build great teams and cultures that support business objectives. How to nurture a high performance environment sustained over long periods of time, managing change, resilience and burn-out

CMO/CEO and internal stakeholder alignment

Authentic leadership & leading through change.

The art of budgeting – from allocation to attribution: making transformational marketing investments

Securing board roles


As you aspire to the next step in your marketing career, you’ll hear actionable advice and strategies to help you build your roadmap to career success

Career planning including how to get the job, get the performance rating and the promotion you’re looking for!

Are you ready for a CMO role?

How to present, get your voice heard and a respected seat at the executive leadership table

Taking a strategic approach to building your personal marketing brand

Developing your commercial mindset, building business acumen and financial literacy

Making budget decisions and how to get more budget

Advice for working with sales and other stakeholders

How you transition from peer into a leadership position

The importance of mentoring and how to secure a mentor


Brand positioning, strategy, and creativity – B2B marketing examples from Cannes Lions

The balance between brand and revenue investments (and the budget allocation split)

How you build your “board and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time

Explaining the importance and benefits of brand investments to non-marketers and the value & impact of brand building from the CEO’s perspective

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

How to not alienate a loyal customer base whilst driving new segments.

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


Marketing as a business leadership function, and how to get there

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.

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.

Why marketing is the rightful leader and creator of GTM strategy, and how you and your teams can fulfil that role to deliver sustainable business growth

Principles of effective GTM planning with constrained teams and budgets

How to deliver to growth targets without increases in budgets and head count


Global to region to countries.

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.


How are AI tools and these emerging capabilities improving B2B marketing processes and approaches to deliver a paradigm shift in the way that we are able to connect with customers? How will AI power the next era of customer engagement, creating real and personal experiences at scale? And what are practical approaches you can apply now to plan for and deploy these to realise your biggest opportunities?

Learn from brands who are already leveraging these technologies to improve customer outcomes and thereby marketing ROI.

For in-depth, contextual theory and practical application,  join the Friday workshop and walk away with a solid understanding of today’s key use cases and a list of actionable insights to implement in your day-to-day work.


Strategic, one-to-few and ABM at scale

ABX—a client-centric buying experience that resonates with buyers and keeps brands top of mind when they are ready to engage

How to optimise revenue potential by focusing on buying committees with opportunities rather than whole accounts

The 2024 state of intent-driven account based marketing and content syndication, how to get ROI and increased deal velocity

Understanding the Customer, Sales & Marketing Alignment and how to “repair” leaky funnels

Buying committee roles, dynamics, and preferences by stages of their decision journey

How engagement is the 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.

Account selection, account mapping and insights

How do you get better C-level engagement with Enterprise customers


Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. When these teams work together seamlessly, they can drive more predictable long-term revenue.

However, when misaligned, the time and resources used to reconcile the two functions can harm the morale and performance of the organisation.

In many businesses, often both teams act like two entirely siloed functions that plan, execute, and optimise two separate processes for the same buyer’s journey.

How can teams overcome these challenges and what steps they need to take to drive tighter alignment for growth success.

Building the SDR/ISR/BDR strategy and team to ensure early-stage funnel keeps progressing

How to keep mid stage sales funnel opportunities warn with pre-sales, consulting and partners

How marketing nurture long term opportunities while sales focus on closing the quarter

The importance of moving marketing closer to sales and revenue, implications when Marketing carries Sales Targets and shared KPIs


Transforming APAC demand generation into a Centre of Excellence (CoE) model for pipeline acceleration and growth

Awareness and acquisition of new logos, increasing customer engagement and share of wallet from existing customers

Team structure, KPIs, processes, competencies, segments and channels part of the Asia Pacific Regional Demand Centre (RDC)

Balance sales’ and the businesses focus on short term (monthly and quarterly) targets with building long term thought-leadership and brand recognition with focus on lifetime customer value

The importance of total alignment between the demand and renewals teams

How regional marketers can be empowered to break new ground and spearhead global programs

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.


“Marketers stand for growth, or they stand for nothing” – Thomas Barta

How to deliver to growth targets without increases in budgets and head count

Budget negotiations with HQ – when competing with EMEA and the US for budget and impact

The best business case to your CFO for more budget

We’ll be discussing strategies that enable marketing to be the engine room for growth for the business.

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.


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
How to measure Enterprise marketing pipeline acceleration
Examples of full funnel attribution and reporting

Data, Insights and data-driven decisions – How do you act on insights that truly benefit your customers and help guide them down the decision making journey

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

The importance of “good data” as a foundation for application of GenAI

The business case and ROI of your martech investments and marketing spend


The transformative role customer-centricity can play in B2B marketing

Strategies for fostering a customer-driven mindset within B2B marketing, enabling adaption and innovation, to unlock new opportunities.

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 and how to influence departments and generating impact without direct authority

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

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 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


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.


Focus on  internal events for Customer, Partners and Prospects, 3rd Party events and Customer/C-suite engagement events
With macroeconomic factors placing emphasis on ROI, B2B marketers are reimagining events with a strategic lens. In this new era, attracting the right audience and captivating them with an experience and content that drives the desired business outcome is critical.
How do you drive innovation in B2B events
Engaging with your C-suite prospects and customers: The art of influencing key decision-makers
How Enterprise marketer is building strong relationships with key C-Suite execs at high-value accounts. Hear from seasoned marketing leaders about successful initiatives they have overseen – as well as guiding principles they have come to adhere to – when engaging with the C-Suite.
Picking an approach that works at a time when the C-Suite are being bombarded with offers from multiple vendors
Demonstrating and providing value for the executives outside of product benefits
Mistakes to avoid when executing C-Suite engagement strategies
Where does C-Suite engagement intersect with an ABM program?
Account value? Sales cycle? The metrics that matter for large deals


Customer Marketing, Loyalty, Advocacy and Awards –  A critical function needed for business to retain, engage and grow customers in a more strategic way

According to LinkedIn, Customer Marketing is the 3rd fastest-growing job title in the US.

How to build the Customer Marketing function, the purpose, as well as how to build key programs and show measurable impact to your customers and the business

The creation, execution and measurement of post-sale campaigns and programs designed to activate customer advocates

Supporting sales and marketing teams with 1:many and 1:1 sales reference calls, customer speaking opportunities at events and customer case studies to generate growth opportunities and customer loyalty
Success metrics
Connecting with Customers: Building Advisory Boards & Awards


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.

The industry round-table tracks this year will be catered specifically for B2B marketers within:

  • Banking, Financial Services & Insurance
  • IT/Tech/SAAS/Cloud
  • Manufacturing/Construction
  • Professional Services


Stretching smaller teams and budgets

Not everyone has huge budgets and teams. This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources (roughly yearly budgets of below $600k and with a team size between 1-6 marketers).

Stretching smaller budgets and resources further – where you can make the biggest impact with what you’ve been given
Budget planning and making friends with your CFO
What to outsource and what to get your hands “dirty” and learn to do yourself

The importance of team culture and accountability of every team member.
Getting business buy in for bigger budgets, new projects and initiatives
How small players compete for talent with the big brands offering huge salaries

PLUS: AI in B2B Marketing Workshop

Friday, 23rd August 2024 | 9.00am-4.00pm | PARKROYAL Collection Pickering

ai marketing workshop
  • “This workshop is a must for every B2B marketer! AI tools and capabilities are evolving rapidly. I walked away with a solid understanding of today’s key use cases and a list of actionable insights to get to work on.”

    Lindsay Kiley

    Lindsay Kiley

    Head of Marketing APAC – InterSystems

Thank you to our 2024 sponsors:

Helping Asia's B2B marketers turn their departments into revenue generating machines in 2024:

Headline Partner

Dentsu B2B Marketing Leaders Forum

Platinum Partner

Ogilvy One B2B Marketing Leaders Forum ASIA 2024

Global Insights Partner


Content Marketing Partner

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B2B Marketing & Events Partner

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Gold Partner

Green Hat b2b marketing conference Siingapore Australia 2024

Digital Experience Partner

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Silver Partner

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Account-based Experience Partner

Hotwire B2B Marketing Leaders Forum 2024 Asia

Demand Gen Strategy Partner

Infuse B2B Marketing Leaders Forum 2024

AI Powered Enablement Partner

Marketing Operations Partner

Smartsheet B2B Marketing Leaders Forum

B2B Intent Data Partner

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Associate Partner

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Gifting Intelligence Partner

Elliephant B2B Marketing Leaders Forum APAC 2024

Video Partner

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Registration Partner

B2B Marketing Forum Swoogo


A very limited amount of partnership opportunities exists at the forum. Contact Paul Guy paul.guy@b2bmarketingleaders.com.au

Interested in becoming a sponsor?

If you want to meet 350 B2B marketing leaders and sponsor the B2B Marketing Leaders Forum ASIA 2024, we’d love to hear from you. Download our partnership prospectus here.