CONFERENCE DAY TWO

Thursday 17 August 2023

DAY TWO: Thursday 17 August 2022

08.30

REGISTRATION & BARISTA COFFEE

09:10

WELCOME & OPENING REMARKS

Kristy Kelly
Managing Director
B2B Marketing Leaders Forum

Andrew Everingham-Founder & CEO-CAPITAL-e-B2B-Marketing-Leaders-Forum-Singapore-2023

Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e

B2B INFLUENCER MARKETING

09:20

Ursula-Righam-Head of Global B2B Influencer Marketing-SAP-b2b-Marketing-Conference-Singapore-2023

Ursula Ringham
Head of Global B2B Influencer Marketing
SAP (US)

B2B INFLUENCER MARKETING - HOW TO JUMP START AND SCALE AN INFLUENCER MARKETING PROGRAM

After a successful career at Apple and Adobe, Ursula Ringham, became a stay-at-home mom. When she decided to re-enter Big Tech, she had to start all over. 10 years ago, Ursula came to SAP through the backdoor and from the ground up, built an influencer marketing program. Through trial and error, utilizing all social media platforms and mediums, Ursula has created one of the most respected B2B Global Influencer Marketing Programs in the industry. During this personal and inspiring session Ursula will share:

  • Best practices, tips on what to avoid, how to start and scale
  • Identify the correct influencers for your brand
  • Type of content that resonates with B2B audiences
  • Create demand and leads
  • Build a team to support your efforts

ACCOUNT BASED REVTECH STRATEGY

09:50

Latane Conant-CMO-6Sense-B2B-Marketing-Leaders-Forum-ASIA-2023

Latane Conant
B2B Author, Podcaster & Global CMO
6Sense (US)

DITCH THE GUESSWORK. BUILD PIPELINE WITH CONFIDENCE

Research shows that Sales and Marketing teams globally are losing up to $2T annually due to inefficient and outdated processes. And we know that only a small percentage of buyers are actually in-market at any given time. Worse still, only a very small percentage of website visitors fill out forms.

These dynamics create an environment where pipeline building is fraught with inefficiency, waste and unpredictability. Sales and Marketing teams are operating in what we call the Dark Funnel. The good news? It doesn’t have to be this way.

Latane Conant, CMO for 6sense, is a passionate and energetic speaker. She is author of ‘No Forms. No Spam. No Cold Calls’ and host of the popular ‘Talking Sense’ B2B podcast. She will stimulate your thinking as she discusses:

  • Proven plays to effectively create and convert pipeline to revenue in today’s environment
  • The role of RevTech (MarTech and SalesTech combined) in enabling efficiency and scale
  • The recipe for increasing conversion rates by applying ABM/X across your entire GTM motion
  • How to align Sales and Marketing teams on the metrics that matter

Conventional wisdom tells us to proceed with caution. However, coming out of this session, Latané will inspire and encourage you to proceed with confidence.

BUILDING HIGH PERFORMANCE TEAMS

10:20

Mavis Liew - Forrester - b2b-marketing-conference-singapore-asia-2023

Mavis Liew
Principal Analyst, Marketing Executive Services, Asia Pacific
Forrester

BUILDING A HIGH PERFORMING B2B MARKETING ORGANIZATION IN APAC

We all know that regional marketing teams differ from global marketing teams in their design and structure. What are these fundamental differences? And why do they matter?

In this session, understand the considerations of building a high performing APAC marketing organization. Get clarity on engagement models with your global team, as well as what a field team structure should look like. Understand considerations around centralized and decentralized teams as well as what to expect from centers of excellence or shared services and how they affect your APAC team structure.

Session sponsored by:

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10:45 – 11:15

MORNING COFFEE & NETWORKING BREAK

11:15

Choose your sessions:

DATA ANALYTICS & AI

Track hosted by:
eClerx Digital Logo

B2B MARKETING'S EVOLVING ROLE AS REVENUE DRIVER

As B2B Marketers we all play an increasingly important role in driving business outcomes. It’s a trend we hear more and more often, but why? How did we get here? And how do we invest to continue to influence and improve this trend?

Join us for a fireside chat where we explore the following topics:

  • How the shift started: Improving lead scoring with analytics and changing the metrics conversation with sales.
  • Becoming more valuable:
    • How marketing goes beyond sales & funnel analytics to uncover insights leading to incremental business opportunities
    • Applying predictive analytics: What impact / lessons have been learnt implementing across B2B segments
  • What’s next: Marketers as sellers and self-service models
  • How can marketers invest to continue this trend: Investing in analytics solves some of the biggest challenges facing B2B marketers and creates the opportunity to become a more valuable business partner to sales . What is required and how do you enable this?

Moderated by Laura Snyder, VP Client Services & Head of ANZ Digital, eClerx Digital

Sonal Shah-Head of B2B Marketing - Global Growth Markets-PayPal-B2B-Marketing-Leaders-Forum-ASIA-2023
Sonal Shah
Head of B2B Marketing - Global Growth Markets, PayPal

CUSTOMER EXPERIENCE

Track hosted by:
Verticurl Logo - b2b marketing conference

DELIVERING IMPACT IN CUSTOMER EXPERIENCE

What is customer experience (CX)? How has it evolved? The CX landscape has evolved significantly over the past decade, driven by technological advances, changing customer behaviours, and increasing competition. CX has become a priority for companies as they recognize its impact on brand reputation and revenue growth.

In this session, you will learn how companies can differentiate themselves in saturated markets. You will learn:

• The tactics needed to deliver great impact in customer experience by treating every customer interaction as an opportunity to connect and provide value
• Where and how to effectively cultivate CX programs — from the people, process, technology, and data perspective
• How the role of AI, AR, VR, the metaverse, and social commerce are shaping CX
• How businesses are overcoming challenges and making progress as they address them at the enterprise level
• Approaches to measuring the impact of CX

Moderated by Kenneth Goh, CTO (APAC), Verticurl

Pete-Nuchanatanon-marketing-grab-b2b-event-singapore-asia
Pete Nuchanatanon
Head of Product Marketing, Grab
Babul Balakrishnan-Global Head of Customer Care-Thunes-B2B-Marketing-Leaders-Forum-ASIA-2023
Babul Balakrishnan
Global Head of Customer Care, Thunes

GROWTH & DEMAND GEN

TRANSFORMING DEMAND GENERATION INTO A CENTRE OF EXCELLENCE FOR GROWTH

As the Head of APAC Demand and Growth at Autodesk Construction Solutions, Iris has been transforming the capabilities of the regional Demand Generation function over the past 18 months, expanding the team’s focus from inbound lead generation to pipeline acceleration. Concurrently she has been building the ABM framework localized for the APAC region to drive new customer acquisition and grow wallet share with existing customers.

During this session, Iris will share insights and measurable success from re-shaping the Demand Marketing function into a Centre of Excellence (CoE) model:

  • Remodelling the team structure, scope, processes, competencies and KPIs for greater results and operational excellence
  • Success story: Incubating marketing innovation in APAC and influencing HQ to scale globally
  • Case study: Turning a thought leadership brand campaign into a lead generation driver
  • How regional marketers can be empowered to break new ground and spearhead global programs
  • Balancing sales leaders’ expectations to support short-term revenue targets with building thought leadership and brand recognition

Moderated by Mukesh Rajpurohit, Vice President APAC Sales, INFUSEmedia

Iris Chan-Head of Demand & Growth, APAC-Autodesk-B2B-Marketing-Leaders-Forum-ASIA-2023
Iris Chan
Head of Demand & Growth, APAC, Autodesk

12:00

CHOOSE YOUR TRACK:

AI

Track hosted by:
eClerx Digital Logo

TURNING THE HYPE AROUND AI INTO B2B MARKETING APPROACHES THAT DELIVER REAL RESULTS

Everyone is talking about, intrigued by and experimenting with ChatGPT, DALL-E and other AI tools. But how can these emerging capabilities improve 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?

Join us for a discussion with brands who are already leveraging these technologies to improve customer outcomes and thereby marketing ROI.

Moderated by Laura Snyder, VP Client Services & Head of ANZ Digital, eClerx Digital

Eric Greene
Principal AI Architect
Ariff Kamal-Global Head SEO-Standard Chartered Bank-B2B-Marketing-Leaders-Forum-ASIA-2023
Ariff Kamal
Global Head, SEO, Standard Chartered Bank

TECHNOLOGY ENABLED CUSTOMER EXPERIENCE

Track hosted by:
Verticurl Logo - b2b marketing conference

PRACTICAL CASE STUDY: EXPERIENCE LED GROWTH

According to McKinsey, 80 percent of the value creation achieved by the world’s successful growth companies comes from their core business — principally, unlocking new revenues from existing customers.

In this insightful chat, we will share how marketing leaders break the creative mold and realise new ways to drive good growth through technology-powered customer experiences.

We’ll deep-dive into:
• How to set a clear ambition and roadmap to fuel growth
• How to seek commitment internally to redesign and transform CX via journeys, services, and business models
• How to tackle the transformation challenges around mindsets, technologies, and measurement to drive the change

Moderated by Suresh Ramaswamy, Director of Customer Experience, Verticurl

Saurabh-Singhal-Head of Marketing-DBS Bank-b2b-marketing-conference-asia-singapore-2023
Saurabh Singhal
Group Head of Marketing and MarTech, Institutional Banking, DBS

GROWTH & DEMAND GEN

STRATEGIES FOR GROWTH

Increasingly B2B marketers are owning aggressive growth targets which present a great opportunity to firmly cement that respected seat at the leadership table.
During this session we’ll be discussing strategies that enable marketing to be the engine room for growth for the business. Whether 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.

  • Defining hypergrowth startups and the significance of global marketing teams.
  • Scaling Strategies: Identifying key focus areas, crafting an effective marketing strategy, attracting top talent, and nurturing a growth mindset.
  • Measuring Success: Key performance indicators (KPIs), data-driven decisionmaking.
  • The human factor: the attitudes and relationships facilitating bold marketing moves.

Moderated by Mukesh Rajpurohit, Vice President APAC Sales, INFUSEmedia

Georgia Swanson-Global Director-Strategy & Growth- NCS-B2B-Marketing-Leaders-Forum-APAC 2023
Georgia Swanson
Global Director, Strategy & Growth, NCS Next, NCS Group
Mansi Chopra - Marketing Director- B2B Marketing Leaders Forum Singapore 2023
Mansi Chopra
Global Marketing Director, Thunes

12:40

NETWORKING LUNCH

1:50 - 2:50
Round-Tables B2B marketing conference sydney australia 2019

Industry Focused Deep Dive Group Sessions

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

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.

B2B MARKETING IN IT/TECH/SAAS/CLOUD

Track hosted by:
BBN_Logo

Panellists will share their main challenges and opportunities as B2B marketers in IT/tech/SaaS/Cloud including:

  • Addressing the common challenges in IT/Tech marketing
  • Best-practice in cut-through to the ‘unreachable’ CXO Exec Buying Party
  • GTM Strategy – from customer-first, product to solution offering
  • Partner, channel, alliance and ecosystem marketing
  • Managing HQ and the magic formula of localisation – Reporting to a global HQ, how do we gain local autonomy, flexibility and control, ensuring HQ understands local market dynamics so we can focus on driving initiatives that are highly relevant to the APAC region.
  • Awesome IT/Tech/SaaS/Cloud marketing examples

This session will be on-point for IT/Tech/Saas/Cloud marketers – This highly interactive session will end with discussions diving deeper into these topics with your peers.

Min Erh Mah-JAPAC Marketing Director-Cortex & Prisma Cloud-Palo Alto Networks-B2B-Marketing-Leaders-Forum-ASIA-2023
Min Erh Mah
JAPAC Marketing Director, Cortex & Prisma Cloud, Palo Alto Networks
Li-Ling Yong-Senior Director, Marketing-APJ-Service Now-B2B-Marketing-Leaders-Forum-ASIA-2023
Li-Ling Yong
Senior Director, Integrated Marketing, APJ, ServiceNow
Lindsay Kiley - Head of Marketing APAC - Intersystems - B2B Marketing Leaders Forum Singapore 2023
Lindsay Kiley
Head of Marketing, Asia Pacific, InterSystems
Moderated by:
andrew-haussegger-ceo-green-hat-b2b-marketing-leaders-forum-singapore-2023
Andrew Haussegger
Co-Founder & CEO, Green Hat

B2B MARKETING IN BANKING/FINANCIAL SERVICES

Track hosted by:
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Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:

  • ABM, developing and executing a successful ABM program in a traditional institution
  • How CX transcends everything, and how to align the business around it
  • Balancing B2B and B2C and B2B2C
  • Humanising financial services and earning trust
  • Digital transformation and what this means for teams, workflows and customers
  • The impact of macro forces and how marketing can take a leadership role
  • The role of brand and the impact on CX
  • Working with sales, partners, advisors when building personal relationships with clients

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

Moderated by Dominic Powers, Chief Growth & Innovation Officer, APAC, Dentsu

Oliver Choi-VP, Brand & Marketing Lead, APAC-Barclays-B2B-Marketing-Leaders-Forum-ASIA-2023
Oliver Choi
VP, Brand & Marketing Lead, APAC, Barclays
Michelle Cockrill-Head of Marketing & Comms-APAC-BNP-Paribas-Securities-Services-B2B-Marketing-Leaders-Forum-ASIA-2023 (2)
Michelle Cockrill
Head of Marketing & Comms, APAC, BNP Paribas

B2B MARKETING IN PROFESSIONAL SERVICES

Panellists will share their main challenges and opportunities as B2B marketers in professional services including:

  • Building brand and managing transformation, change and growth in an un differentiated industry
  • Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
  • The “sales” and marketing alignment and relationship in professional services – Challenging the seller-doer model
  • The digitally enabled professional services firm – Driving and building digital capability within your organisation
  • Providing an omni-channel experience in professional services
  • Advancing the marketing department as credible, growth and revenue driver for the business

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

Moderated by Kristy Kelly, Managing Director, B2B Marketing Leaders Forum

Sue-Ann Wilson-Head of Business Development and Marketing APAC-Clyde & Co-B2B-Marketing-Leaders-Forum-ASIA-2023
Sue-Ann Wilson
Head of Business Development and Marketing APAC, Clyde & Co
Dawn Westerhout-Head of Marketing & Comms APAC-KPMG-B2B-Marketing-Leaders-Forum-ASIA-2023
Dawn Westerhout
Head of Corporate Affairs & Marketing, APAC, KPMG
Rachel Milford-Partner-Marketing & Communications-APAC-Control Risks-B2B-Marketing-Leaders-Forum-ASIA-2023
Rachael Milford
Partner, Marketing & Communications, Control Risks

02:50 – 03:10

AFTERNOON COFFEE & NETWORKING BREAK

TRANSFORMATION MARKETING

03:10

Georgia Swanson-Global Director-Strategy & Growth- NCS-B2B-Marketing-Leaders-Forum-APAC 2023

Georgia Swanson
Global Director, Strategy & Growth, NCS Next
NCS Group 

Ian Tan-VP Marketing-Property Guru Group-B2B-Marketing-Leaders-Forum-ASIA-2023

Ian Tan
VP Marketing, Marketplaces
PropertyGuru Group

TWO CMO CASE STUDIES:

During these short, sharp power sessions we’ll hear from the following marketing leaders, each speaker will present for 10 minutes, followed by a 10 minute Q&A with the audience.

1. NCS: Innovative Thought Leadership Strategy

Georgia, as Global Head of Strategy and Growth will share:
• The re-positioning of NCS as APAC’s IT-Leaders go-to, innovative, source of insights
• The GTM Strategy based on customer insights
• And the event and content marketing strategy behind it all

2. PropertyGuru: Elevating the industry and community as a responsible market leader

Marketers have a unique skill and a ‘superpower’ to drive commercial outcomes while being a force for good. Elaborating on this, Ian will discuss:
• How we can enable communities to live, work and thrive with this superpower
• How can marketers both drive commercial outcomes and transform the eco-system

NAVIGATING AND LEADING MARKETING TEAMS THROUGH CHANGE

03:50

Stacy Seah-CMO APAC-Microsoft-B2B-Marketing-Leaders-Forum-ASIA-2023

Stacy Seah
CMO APAC
Microsoft

CENTRAL MARKETING ORGANISATION (CMO), THE CHANGE MANAGEMENT OFFICE (CMO) LEADING THE CHANGE

The macroeconomic head winds in the last few quarters resulted in workforce reduction and changes in marketing organizational structure and operating model. Scale functions such as digital marketing are centralized with the global team while field marketing resources are reduced and scope are optimized. If your organization is undergoing this transformation, how could you navigate and/or lead a regional cross function teams of marketers to ride the change? In this session, we will be discussing:

  • Marketing Centralization verses Regionalization – A Tale of 2 cities.
  • Restructuring teams to align to the new regional organization.
  • How to leverage data driven approach to ensure the marketing team aligns with the new sales structure.
  • Thriving in the new norm of uncertainty, leading teams through embracing an anti-fragile mindset.

WOMEN IN LEADERSHIP

04:15

Siew Ting Foo - HP - B2B Marketing Leaders Forum Singapore 2023

Siew Ting Foo
Global Head Brand and Insights
HP

Zoe Ng Henkel - B2B Marketing Leaders Forum ASIA Singapore 2023

Zoe Ng
APAC Head of Marketing
Henkel

Belinda Pervan
VP Marketing APJ
Veeam

LEADING TEAMS, WOMEN IN LEADERSHIP, MENTORING, ADVICE FOR EMERGING LEADERS

We’ll be discussing building strong teams, 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, how you transition from peer into a leadership position and paths to Director and CMO roles.

We’ll also discuss the benefits of mentoring and how to find a mentor.

During this session we’ll hear inspirational stories from women in leadership roles sharing their advice and lessons learnt along their own career journeys

  • The importance of business acumen and financial literacy for marketers
  • Advice for best managing important cross-functional stakeholders
  • The transition from peer into a leadership position
  • Taking a strategic approach to building your personal marketing brand
  • The importance of keeping up with change and staying relevant

4:45pm

CLOSE OF CONFERENCE