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

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.