As marketing teams face increasing pressure to drive leads, they must also focus on accelerating pipeline growth and improving conversion rates.

Friction points in the funnel, the shift from traditional pipeline contribution measurements to a focus on Sales Stage One, and Closed Won business and how to balance long-term marketing impact with short-term sales demands.

We will explore the current state of B2B pipeline performance, key growth metrics, and strategies for maximising marketing’s impact on revenue.

Strategies for optimising marketing-influenced pipeline growth

Improving opportunity tracking

Strengthening alignment between sales and marketing.

Sales & Marketing Alignment as a Commercial Operating Model

In many businesses, misaligned KPIs, inconsistent messaging, fragmented data, and competing incentives continue to erode pipeline velocity, customer experience and ultimately, sales.
Learn how to unify demand generation, account strategy, and revenue accountability through shared metrics, integrated planning, and collaborative execution.
Designing shared revenue targets and pipeline definitions that eliminate ambiguity, short-term pipeline pressure vs. long-term demand creation
Aligning ICP definition and account prioritisation across functions with clear SQL criteria to avoid poor lead quality and sales ignoring leads
Building closed-loop reporting that connects marketing activity to revenue outcomes
Structuring SLAs and governance models that drive mutual accountability
Leveraging RevOps as the connective tissue between teams with shared revenue targets & KPIs, unified dashboards and joint planning cycles
Through real-world examples and actionable frameworks, this session will equip you with the tools to move from siloed execution to coordinated revenue acceleration — transforming alignment from rhetoric into measurable commercial advantage.

To secure leadership credibility and defend your budget, you must bridge the gap between campaign execution and commercial outcomes. Yet attribution is one of the hardest parts of marketing.

During this session our speakers will share how they master their GTM impact by using data-backed approaches from tracking activity to proving ROI and how they show marketing’s real impact at board and leadership meetings.

Measurement – How are we measured and what are our KPIs?

Pipeline and Revenue Attribution – How do we practically attribute marketing interactions with buyer engagement and commercial outcomes

How to practically measure multi-year, multi-contact, multi-touch engagements across sales, partner and marketing during long, complex sales cycles, across both digital and physical channels?

Predictive Funding: How are we using scorecards to identify high-performing content and reallocate budgets to winning plays

How is AI improving or complicating attribution?

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.

Managing content localisation at scale and personalised, localised story telling

Insights into demand generation, performance marketing and the digital landscape in China, Japan Korea, Malaysia, Thailand & Vietnam

Alignment with local sales teams

Building global centers of excellence in Asia

Focus on Buyer-led Journeys and Buying Groups

As buying priorities change, brand-to-demand strategies, AI-powered personalisation, and pipeline efficiency are becoming more critical than ever.

How to engage entire (and defensive) buying groups, and create a buyer-first experience that drives real pipeline

Brand’s comeback era: AI growth, buyer-led content, and evolving buyer journeys

Data and AI investments reshaping demand-to-revenue strategies

ABM Roadblocks to success: Budget & resource constraints, data inconsistencies and accessibility limitations, cultural and linguistic diversity

Global vs. Regional ABM: Evaluating the effectiveness of global ABM frameworks versus regionally adapted strategies.

Scaling ABM Efforts: Best practices for expanding ABM strategies while maintaining personalisation and efficiency

Driving ABM success with Agentic AI

Sell In, Sell Out, Sell Through: The Changing Landscape of Complex Omni-Channel Marketing where B2B channels intersect with partners, distributors, and end users.

Understanding the channel ecosystem: From sell-in (to distributors), to sell-out (to partners), to sell-through (to end users), each stage requires tailored messaging and tactics.

Breaking the funnel mindset: It’s no longer about marketing to a distributor to market to a partner to market to an end user. Instead, it’s about creating value across the entire chain.

Push, pull, or both?: The session examines when to drive demand top-down, when to empower bottom-up influence, and how to balance both for maximum impact.

Leveraging data and collaboration: Success lies in aligning incentives, sharing insights, and building integrated campaigns that resonate across touchpoints.

Measuring Partner Sourced Pipeline Growth

Ultimately, this session challenges marketers to rethink traditional channel strategies and embrace a more fluid, responsive approach to B2B2C & omni-channel engagement.

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

Increasingly B2B marketers are owning aggressive growth targets (often without increases in budgets and resources) which present a great opportunity and unique challenges.
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.

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

PLG & PLS – How to drive sustainable revenue growth and brand love through product-led sales

As pressure mounts to deliver business outcomes (not just leads), the pendulum is swinging back in the favour of brand, investing in strong positioning, cutting through the noise, and arming sales with tools to drive stronger relevance with discerning B2B audiences. This shift is about driving business growth which means extending beyond awareness into the entire buyer journey.

Brand as a burning platform – and how it drives demand and growth

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.

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.

Balance the event portfolio: From C-suite roundtables and customer showcases to partner activations and sponsorships — ensuring every format drives ROI.

Engaging with your C-suite prospects and customers: The art of influencing key decision-makers being bombarded with offers & invitations from multiple vendors
How Enterprise marketer is building strong relationships with key C-Suite execs at high-value accounts.

Map events to the funnel: Align experiences to demand generation, pipeline acceleration, and cross/upsell opportunities.

Build executive relationships: Capture C-suite attention through personalisation, exclusivity, and business-value conversations.

Integrate digital and in-person touchpoints: Extend impact through ongoing engagement, content amplification, and sales alignment.

Bring creativity and innovation to drive engagement: Design experiences that spark curiousity, differentiate the brand, and leave a lasting impression.

Measure intent and influence: Move beyond registrations to capture engagement signals, sales outcomes, and true pipeline impact.

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/Energy/Resources/Health
• Professional Services (Engineering, Accounting, Legal, Consulting and more)