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    B2B Marketing Leaders Forum ASIA 2021

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


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

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

In August 2019, 250 of ASIA’s B2B CMOs and marketing leaders gathered in Singapore to learn the latest strategies, technologies and leadership techniques for turning  their departments into revenue generating machines, become (and remain) modern marketers and advance their careers as individuals.

Now in its third year, ASIA’s largest gathering of B2B CMOs and marketing leaders will in 2020 be held at the PARKROYAL on Pickering in Singapore on the 7-8 October 2020.

  • 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)

Interested in becoming a sponsor?

If your company is interested in sponsoring the B2B Marketing Leaders Forum ASIA 2020, we’d love to hear from you. Download our partnership prospectus here.

Our confirmed speakers for 2020 include:

  • Mark Phibbs Cisco b2b marketing conference sydney australia 2020

    Mark Phibbs

    VP Marketing, APJC
    Predictive Insights – the Nirvana of B2B Marketing
  • Natalie Troung Mercer b2b marketing conference sydney australia 2020

    Natalie Truong

    CMO Asia
    Sales & marketing alignment, revenue focus and managing HQ
  • Jodie Sangster

    From CEO ADMA to B2B CMO at IBM
  • Carlos Hidalgo

    CX Strategy, B2B Demand Gen Specialist
    Forum MC: The most influential B2B Marketer in North America
  • Andy Lark

    Former CMO CBA, Xero, Foxtel
  • Alistair MacIntyre-Currie B2B Marketing Leaders Conference 2020 | 7-8 October | Singapore

    Alistair MacIntyre-Currie

    VP Marketing, APJ
    Driving demand, building pipeline and accelerating the sales cycle.
  • Yvette Templer

    VP Marketing & Communications Group APAC
  • Nikki Taylor

    Marketing Growth Strategy Director, Asia Pacific
  • Madhavi Kate

    Head of Marketing, Asia, Energy and Resources, Head of Marketing Middle East
  • Rachelle Berges

    Vice President Marketing - APAC
  • Davinia Khong

    Senior Marketing Leader, Asia Pacific
  • Emma Roborgh

    Founder & CEO
    Turning marketing departments into revenue generating machines

Demand Generation 2.0 Workshop with Carlos Hidalgo

“Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer”ranked by the Book Authority among the top five marketing books of all time

9 October 2020

Tickets are capped at max 30 attendees for a personal learning experience.


You asked for more practical learning, more choice, more chances of networking and getting to know other marketers with the same challenges or in the same business as you.

With 22 topic and industry focused group sessions,  each group session is moderated by a B2B marketer who will first share their own story and then moderate workshop style group discussions, giving delegates an opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers.

What Strategies, Technologies and Leadership did you learn in 2020!

Marketing Leadership

The 12 powers of a marketing leader – how to succeed by building customer and company value

The CMO at the leadership table – demonstrating marketing’s contribution to company growth and revenue

Inspiring Marketing Leadership – Developing and mobilising the most powerful marketing team for your organisation


This session will cover the collaboration between sales and marketing when targeting very large accounts, with very long sales cycles involving a large amount of stakeholders during the buying process.

During this session we’ll also briefly cover tender processes and Bid and Contract.


Gaining local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office.

  • Making sure you’re not just the execution team
  • Getting HQ to understand local market dynamics
  • Managing global teams wanting to push non relevant campaigns locally


Sales and marketing teams that function like a single, well-oiled machine, with established SLAs and clear definitions of MQLs and SQLs creates a revenue funnel minimises friction and maximise financial returns.

The need for a shared view of the entire funnel, shared metrics, shared tone of voice when building and progressing pipelines to revenue.


  • The focus on growth acceleration in 2020 and beyond and the balance of appealing to traditional customers while seeking and servicing the enterprise market
  • How they associate investments to growth
  • Fuel global growth through accelerated go-to-market strategies


How to build B2B budgets that achieve business goals and grow year-on-year.

Is your company’s growth targets aligned with the  size of the marketing budget? What % of  company gross revenue to be allocated to marketing?

Zero based budgeting frameworks

Budget allocation – Headcount, Programs, infrastructure, technology, analysis, agencies

What % of your budget gets repeated each year (headcounts and lock-in contracts with vendors/suppliers)


Growing brands internationally – global brands for local markets and individual customers

The balance between brand and revenue investments

How relevant is brand strategy to the CEO and board?


To maintain credibility and budgets, CMOs must quantify the contribution of marketing to revenue.

Changing the perception of the marketing team into a  legitimate revenue generator – aligning metrics to business financials.

Data-driven marketing – analytics to measure marketing initiatives and continuously improve performance.

CX, Retention & Loyalty

The CMO as owner of Customer Experience – The road to customer centricity.

86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.” – how are we tracking?

The role of marketing in customer experience – How marketers are becoming gatekeepers of customer experience in their businesses and how to prepare for a customer-centric future


  • What is really meant by Account  Based Marketing – The R, R,R & R goals
  • The difference between Strategic ABM and Demand Gen ABM
  • The rolling plan to a global ABM strategy
  • The seven-step process to successful Strategic ABM
  • Why it is even more important to do customer research, account intelligence and stakeholder profiling with ABM
  • The Pilot that saw every sales manager begging for ABM
  • Sales Alignment and cross function collaboration
  • Adding analytics to account intelligence and buying intent


This one-to-many approach is possible due to the latest technologies that enable razorfine targeting, analytics, and personalization across hundreds or even thousands of identified accounts. With an account-based view of the world, marketers can use Programmatic ABM tools to collect customer insight through social listening technologies, serve targeted content through reverse-IP recognition and cookies, and tie individual lead nurturing to overall account progress through the buy cycle.

With just one marketer working across hundreds of accounts, Programmatic ABM is much less marketing resource intensive and can provide coverage far beyond Strategic ABM.

Demand Generation and Funnel Optimisation

The magic formula for high quality MQLs (Marketing Qualified Leads) sales love.

Marketers must take a step back from tactics and develop a more buyer-centric strategic approach to their demand generation.

Aligning with sales throughout the entire Demand Generation process


Creating content strategy that delivers tangible results to the business.

Brands as publishers: effective content marketing is key to attract and retain customers through compelling, multi-channel storytelling – how to prove ROI on every single piece of content.

Equipping and enabling not just sales with competency in social selling.

Navigating Martech

Many B2B marketers are struggling to keep up with the pace of change with an overwhelming number of new marketing technologies and a large choice of potential vendor partners.

Building the B2B marketing technology stack that drives business impact, efficiency and ROI.

The ultimate martech stack strategy, implementation and the challenges when building and maintaining marketing stacks.


Customer journey mapping has become a favourite tool for visualising every experience your customers have with you.

In this session we’ll discuss how do you create them and what is the best way to use them.

What is customer journey mapping and how do you do it?

How to research your customer journey map.

How to use and execute on your customer journey map.

Bring your own and we’ll discuss.


  • Speaking 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
  • Agreeing on metrics and reporting that matter to the CFO, CEO and Board



• What is the role of marketers during a crisis (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
• Managing growth targets of 30% per year when you’re a challenger brand

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


  • Taking control of the data strategy and conversation – are you being led by data or are you leading data?
  • Bringing insights to life and getting value out of your data
  • How are you optimising your marketing funnel?
  • How are you structuring your teams for growth?
  • Activating channel partners and making a global channel strategy work at an individual regional level

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


  • The importance of brand and positioning in an undifferentiated industry
  • Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
  • The digitally enabled professional services firm – Driving and building digital capability within your organisation
  • The “sales” and marketing alignment and relationship in professional services
  • Adapting and leveraging Account Based Marketing (ABM) in Professional Services
  • Advancing the marketing department as credible, growth and revenue driver for the business


• Adapting and leveraging Account Based Marketing (ABM) in the Manufacturing sector
• CX: who is driving it in manufacturing firms and what does it look like?
• Advancing the marketing department as credible, growth and revenue driver for the business
• The role of brand for firms in the manufacturing sector

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


  • The importance of innovation in an undifferentiated industry
  • Retention of customer data when client-facing staff exit the organisation
  • CX and the customer journey following the advent of ‘proptech’

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


Stretching smaller teams and budgets.

We’ll share how to allocate limited budget and resources with focus on the importance of lead gen tracking, quickly changing direction when things don’t work, the importance of team culture and accountability  of every team member. This is a round table discussion – bring your own questions and advice for the table

Watch the highlights of Singapore 2019

Our 2020 Partners/Sponsors

Helping Asia's B2B marketers turn their departments into revenue generating machines in 2020:

Gold Partner

Verticurl b2b marketing conference Sydney Australia 2020

Silver Partner

Associate Partner

ON24 b2b marketing conference Sydney Australia 2020

B2B Media Partner

Marektorium for B2B marketers in Asia Pacific

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