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?

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

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