Conference Day Two

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08:30

BARISTA COFFEE & NETWORKING

09:00

WELCOME AND OPENING REMARKS

Kevin Chew
Forum MC VP Corporate & Business Development, Seismic
09:10

CUSTOMER EXPERIENCE, RETENTION & LOYALTY

KEEPING CUSTOMERS FOR LIFE – AUTODESK’S BUSINESS MODEL TRANSITION TO A SUBSCRIPTION MODEL – IMPLICATIONS ON MARKETING, ENGAGEMENT, METRICS AND RELATIONSHIPS

In a subscription-based business, the sale is never complete and revenue comes from loyal customers over time.

Instead of waiting for multi-year renewal cycles to come around again, the big difference with subscription and consumption models is that B2B marketers now need to consistently nurture their customers and receive recurring revenues rather than one-time purchases. As such, marketing has a critical role to play in shaping and maintaining the long-term customer relationship and retention tactics must be given a front row seat in the organisation’s marketing strategy.

In this session, Bhupesh, APAC CMO at Autodesk, a design software company for the engineering and construction industry will share how Autodesk, five years ago embarked on this transformational change of introducing a  subscription-based marketing model.

He’ll share how his team now has to stay involved with customers long after the sale.

  • The importance of marketing’s role in the post-sale, on-boarding process and customer service when using a consumption model
  • The retention tactics and engagement marketing strategies they use when continuously connecting with customers
  • The importance of working with internal and external partners post-sale
  • The metrics of subscription-model marketing – the greater emphasis on the recurring revenue metrics and the measurement of your effectiveness in engaging and nurturing existing customers.
Bhupesh Lall CMO Autodesk B2B Marketing Conference Sydney Australia 2019
Bhupesh Lall
APAC CMO
09:35

B2B MARKETERS AS DRIVERS OF CUSTOMER EXPERIENCE BUSINESS TRANSFORMATION

In today’s highly competitive market, brand loyalty is driven by a company’s ability to tailor solutions that meet the individual needs of the customer. Traditionally Marketers have owned the customer data, and increasingly the customer experience, however, to truly deliver on the brand promise, aligning your employees to the customer experience is increasingly important.

Born in the cloud and headquartered in New Zealand, Xero is a beautiful, easy-to-use platform for small businesses and their advisors. It takes a unique approach to the customer experience and has built its brand equity on its ability to delight its customers with a human-based customer experience.

Rachael Powell is the Chief Customer, People and Marketing Officer at Xero. She is responsible for customer success, brand and the people experience globally. Rachael believes a world class customer experience is delivered from the inside out – by supporting and investing in people so they can do the best work of their lives and subsequently delight and deliver to customers.

In this session, Rachael will show how you, as a B2B marketer can initiate and lead the change and build an integrated customer, employee and brand experience.

Rachael Powell Chief Customer People and Marketing Officer Xero B2B Marketing Conference Singapore 2019
Rachael Powell
Global Chief Marketing, Customer and People Officer
10:00

A NEW MARKETER - DISCOVER HOW TO INSPIRE B2B SALES WITH INSIGHT MARKETING

After 10 years in sales, Maneesh moved into B2B marketing with the goal of transforming marketing to align with commercial outcomes.

As he joined the marketing team, his goal was to ensure that the business viewed marketing is as a business partner with a firm seat at the leadership table.

To share his experiences in sales and marketing, he started blogging in 2012 and after three years decided to turn use his over 40 articles  as raw material for a book. His ‘A New Marketer – Discover How To Inspire B2B Sales With Insight Marketing” became an Amazon best seller.

During this session he’ll share how to:

  • Accelerate sales with Insights
  • Drive change with cool tech
  • Build a digital workforce of activist marketers
Maneesh Sah
Head of Marketing Asia
10:30 - 11:00

NETWORKING MORNING COFFEE BREAK

11:00

BRAND

Hosted by

WSJ Logo B2B Marketing Conference Singapore 2019

BUILDING A NEW B2B BRAND FROM SCRATCH

Moderated by: Julia Clyne, Head of Media, APAC Dow Jones

After the HP and CSC merger in 2017, the decision was made to create a new IT company and brand.

During this session, Geraldine will share the story behind the new DXC brand.

She’ll share:

  • How you go from having zero brand equity to building a new global brand for a traditional IT company
  • The HQ/Global strategies, channels and positioning of building the brand
  • The localised brand storytelling strategies of building the brand in Asia
Geraldine Kor
Sales & Marketing Director, Asia

CUSTOMER EXPERIENCE

Hosted by

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ADVICE FOR GETTING STARTED ON YOUR CX JOURNEY

Moderated by: Anthony Chan, VP, Head of Strategic Products (Commerce and Cloud) & Value Engineer, APJ

CX is a strategic, cross-functional change program and not just improvements in digital experience and campaign integration.

So how can you, as a B2B marketer drive change across the organisation? In this session, you’ll learn how to embark on producing a Customer

Strategy and CX initiatives.

This practical presentation will cover how you:

  • Identify and define the problem
  • Create a strategy supported by the CEO and leadership team
  • Changing the focus of your Marketing team to be CX led
Harish Agarwal
Senior Vice President, Head of Customer Experience and Segments

MARTECH & INNOVATION

Hosted by

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KEY INSIGHTS WHEN BUILDING YOUR MARTECH STACK TO DRIVE BUSINESS IMPACT, EFFICIENCY AND ROI (AND IT’S NOT ALL ABOUT THE TECH!)

Moderated by: Kenneth Goh, Global Head of Martech, Verticurl

Having spent over 20 years in Marketing Leadership roles including Dell and Oracle, Scott recently joined Singapore based Global Cyber Fraud start-up, CashShield.

During this session he’ll share his plans for building the Martech Stack from scratch to drive business growth.

He’ll share:

  • Ground Zero – The Martech landscape
  • Getting Started – know your customer(s)
  • The importance of outcomes when developing your strategy & approach to a technology stack
  • MarTech’s biggest constraint and how to manage it
  • Less in More – an MNC example of how Martech can deliver real results
  • The Startup dilemma- where to begin?
  • Key lessons and learnings when building your future Martech roadmap
Scott Combes
VP Marketing
11:30

BRAND

GROWING BRANDS IN ASIA, GLOBAL BRANDS FOR LOCAL MARKETS AND INDIVIDUAL CUSTOMERS

  • Turning brand mission into tangible results for the business
  • Demonstrating how the brand provides growth and financial value to the business
  • Brands as growth investment
  • How brand enables revenue measurement
  • Maintaining the purpose and value of the brand during growth
Freda Amir
Regional Head of Marketing

CUSTOMER EXPERIENCE

CX TRANSFORMATION THROUGH DIGITAL EXPERIENCES

How do marketing leaders get a seat at the table and gain corporate buy-in and move the dial on their CX transformation?

For your digital transformation to commence, alignment between marketing, IT and the professional services partners are imperative.

In this session you’ll learn:

  • How to get corporate investment and engagement
  • Martech, IT and corporate alignment and how to speak the same language
  • Experiences with team structure. Which are the key roles and responsibilities to get started
  • How to speak to the results received
  • How change is initiated and driven for a seamless CX experience
Jefferson Wong
Global Director Digital Strategy & Innovation

MARTECH & INNOVATION

B2B E-COMMERCE - MOVING B2B BUSINESS THROUGH DIGITAL CHANNELS B2B E-COMMERCE

Whether your customers are large Enterprise or very small customers, B2B businesses are increasingly moving their sales process through digital e-commerce platforms.

During this session you’ll hear the journey of web design, data analytics, personalisation and use of AI to deliver on the vision of moving business through digital e-commerce channels.

Mariam Al Foundrey
Group CMO
11:50

BRAND PANEL

PANEL: THE BALANCE BETWEEN BRAND AND REVENUE INVESTMENTS

  • The valuation of the brand – a company’s biggest asset
  • How are marketing leaders measuring and communicating their tangible and less tangible contributions to a brand
  • Can the brand truly drive growth and bottom line and how relevant is brand strategy to the CEO and board?
  • Social Selling: Building and managing personal and employee brands through social
Freda Amir
Regional Head of Marketing
Wendy McEwan Head of Marketing and Comms Knight Frank B2B Marketing Conference Singapore 2019
Wendy McEwan
Head of Marketing, Comms & Digital, Asia Pacific
Siew Ting Foo
CMO, Asia Pacific & Japan

CUSTOMER EXPERIENCE PANEL

HOW B2B MARKETERS CAN DRIVE CX BUSINESS TRANSFORMATION

In this session the panellists will share their experiences:

  • How, as a B2B marketer you can initiate and lead the change and build an integrated customer, employee and brand experience.
  • How to measure the customer experience and improvements (customer satisfaction, retention and advocacy.
  • The importance of collecting customer feedback at different touchpoints across the customer journey.
  • Leveraging data and technology to understand customers’ behaviour, friction points for faster resolution.
  • Creating a seamless channel integration that allows you to exploit engagement opportunities.
  • Recommendations for working with cross-functional stakeholders such as HR.
  • Marketing’s role in ensuring employee engagement and experience – The importance of linking, planning and running employee and customer experience programs in alignment.
  • How do we measure the revenue impact on CX programs.
Bhupesh Lall CMO Autodesk B2B Marketing Conference Sydney Australia 2019
Bhupesh Lall
APAC CMO
Saurabh Singhal
Executive Director, Head of Regional Wealth Marketing
Jefferson Wong
Global Director Digital Strategy & Innovation

MARTECH PANEL

THREE B2B MARKETING LEADERS SHARE THEIR THOUGHTS ON MARTECH STACKS THAT DRIVES BUSINESS IMPACT, EFFICIENCY AND ROI.

During this session they’ll share:

  • How they align people and processes to technologies,
  • Focus on the business challenges, key objectives & success metrics
  • Strategy & approach with technology stack
  • Operation team structure including skills/capabilities/partners
  • Key insights & learnings from implementations
  • How they’re driving innovation and their future vision roadmap.
ljubica radoicic marketing director apac hexagon ppm b2b marketing conference sydney australia 2019
Ljubica Radoicic
Marketing Director APAC
Eliza Koo
Head of Marketing & Communications
Malte Weyhe
Director APAC Marketing
12:35 - 13:30

NETWORKING LUNCH

Round-Tables B2B marketing conference sydney australia 2019

GROUP SESSIONS

Each discussion group is moderated by a B2B marketer who will first share their own story and then pose questions to the table, giving delegates an opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers. And most importantly, get to know each other!

13:30 -14:20

BANKING, INSURANCE AND FINANCIAL SERVICES

As Marketers in Financial Services we are navigating positioning and customer engagement in a changing landscape. Neon Banks are increasing as Open Banking regulations are slowly implemented across the world. Marketers in traditional banks are facing infrastructure challenges, such as access to a full customer data view, while new entrants without legacy systems need to build up trust and new relationships with customers.

In this group discussion we will examine and discuss the role Marketers can play to implement an evolved Marketing framework, meeting some of the new and growing industry challenges brought on by the competitive landscape, regulatory changes, increased access to customer data and higher customer expectations.

For this round table discussion bring your own perspectives and an appetite for a robust debate for the table.

Moderated By: Linda Stanojevic, Co-owner & board member, Alma Fintech
Saurabh Singhal
Executive Director, Head of Regional Wealth Marketing
NB: Chatham House Rules Apply for this session

IT AND SOFTWARE

Do you really know who your customer is?  A customer segmentation case study.

In today’s long and complicated IT B2B buying journey,
how can we be different from everyone else?
We do market research, segmentation and targeting
but seems everyone is doing them and our prospects
are getting the same thing from all directions.

Kris and Sharon will guide you through a journey starting
with their learnings on moving away from spray-and-pray,
generic persona tactics to Martech-powered customer
segmentation. They’ll continue with open discussion on your
own pain points and recommendations.

Kris Sidharta
Head of Marketing - Enterprise, APAC and Japan
Sharon Wu
Head of Digital Marketing APAC and Japan

MANUFACTURING AND SUPPLY CHAIN

Transforming Marketing for Manufacturing and Supply Chain in the Digitalization Era

In this session, Lynn will discuss the top challenges marketers are facing in this era of digitalization within the manufacturing industry having just led Honeywell’s Marketing transformation strategy.

During this session, there will be a group discussion on how digital transformation is impacting your marketing strategies, processes and practices.

We will look into what you are doing to overcome these challenges and ways in which you can create better value to your business and customers.

Moderated By: Stephanie Krishnan, Research Director, IDC Manufacturing Insights
Lynn Huang Freeman
Head of Marketing APAC

PROFESSIONAL SERVICES

Building brand and managing transformation, change and growth in professional services

In professional services firms, people are your product, brand and positioning plays an especially important role in an otherwise undifferentiated industry. Having managed two Global re-brands, Nayyan joined Jacobs last year, one of the world’s largest engineering consultants to drive brand and growth across APAC and the Middle East. During this group discussion we’ll examine the role Marketers can play to lead the examination of customer & culture and how to align these in a way that enhances relationships with customers. For this group discussion bring your own perspectives and an appetite for robust debate for the table.

Moderated By: Mona Lolas, Managing Director APAC, VisumCX
Nayyar Ehsan
Director - Marketing, Brand & Communications

SMALL TEAMS AND BUDGETS

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.

Moderated By: Emma Roborgh, Founder & CEO, B2B Marketing Leaders Forum
Eliza Koo
Eliza Koo
Head of Marketing & Communications
14:20

AFTERNOON NETWORKING COFFEE BREAK

14:50

GROWTH & INNOVATION

HOW TO OUTPERFORM GROWTH GOALS IN ASIA

Cassius joined commercial real estate leader Colliers International with the extraordinary task of delivering brand and marketing leadership to achieve the company’s enterprise target to double revenue and profitability in Asia in 5 years – elevating from a challenger to champion. Three years in and Colliers is outperforming as the fastest-growing listed enterprise in the sector!

During this session Cassius will share:

  • Building the brand through content marketing and personal, social selling
  • The use of insight-led marketing for lead and demand generation
  • Trust-based marketing and investing in relationships
  • A collaborative regional and localised approach when engaging in 14 markets
  • The role of being an enterprising change leader in new marketing processes
Cassius Taylor Smith Executive Director Colliers International B2B Marketing Conference Singapore 2019
Cassius Taylor-Smith
Head of Marketing & Communications, Asia
15:15

ARTIFICIAL INTELLIGENCE (AI) AND ITS IMPACT ON BUSINESS AND MARKETING

As a Partner of AI Strategy of Tinman Kinetics, a U.S. based cognitive and artificial intelligence company (born out of the IBM AI XPRIZE, NASA iTech and MD5 – Department of Defense programs) and CMO of Exodus Space Corporation, Frank provides 25 years of digital strategy, leadership and execution.  As a former senior executive of Korea Telecom  leading global strategy and marketing initiatives, and involvement with numerous technology startups, Frank’s AI transformation philosophy is to connect People, Product, Process and Technology to turn data into digital assets with his career spanning across the U.S., Europe, Asia and Africa.

During his closing presentation he’ll share the direction of artificial intelligence and its impact on business, marketing and CMOs.

  • Understand the general uses behind the AI model
  • See how AI is used today across different industries.
  • See how AI is all around us from way we work, building things, shopping, eating, driving and making us safer through business-driven AI technologies.
  • Future AI still in development that could someday pivot into the business environment.
  • Understanding the human element in artificial intelligence
Frank Trevino CMO Exodus Space Corporation and Partner Tinman Kinetics B2B Marketing Conference Singapore 2019
Frank Trevino
CMO & Partner AI Strategy
15:55

CLOSING REMARKS AND END OF CONFERENCE