Conference Day Two

BOOK BEFORE 19 JULY FOR EARLY BIRD SAVINGS

08:30

BARISTA COFFEE & NETWORKING

09:00

WELCOME AND OPENING REMARKS

Emma Roborgh CMO B2B Marketing Conference Sydney Australia 2019
Emma Roborgh
Founder & CEO
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

CUSTOMER EXPERIENCE: THE CMO AS HEAD OF CUSTOMER AND HR/EMPLOYEE EXPERIENCE

As marketers we’re the owner of customer data and are increasingly getting ownership of the customer experience.  Yet marketing are not directly owners of the most important ingredient of customer experience, our internal employees.

Every employee shape customer experience and it’s crucial each employee understands how his or her role contributes to the customer experience.

New Zealand headquartered Accounting software Xero, one of the world’s fastest growing tech start-ups has created a world-class B2B marketing initiated CX programme. Global CMO, Rachael not only owns the marketing function but also that of customers and employee experience, HR.

In this session, Rachael will show how you, as a B2B marketer you 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

EVERTYTHING B2B MARKETERS NEED TO KNOW ABOUT THIRD PARTY DATA

Data has changed the way everyone does B2B marketing—personalisation, targeting, and measurement—and the type of data you use can be a valuable differentiator.

But getting access to the right data at scale has always been tricky.

Third-party data lets you connect with more of your best prospects—and teaches you more about your existing ones—and what they care about, so you can target them effectively and extend your reach.
During this session you’ll learn:

  • The different types of third-party data
  • When and why to use third-party data
  • Common pitfalls B2B marketers need to avoid
Liveramp
10:30 - 11:00

NETWORKING MORNING COFFEE BREAK

11:00

BRAND

Hosted by

WSJ Logo B2B Marketing Conference Singapore 2019

BUILDING A SOLID BRAND AND ENGAGING ENGINEERS AS YOUR BRAND AMBASSADORS

CUSTOMER EXPERIENCE

Hosted by

2019_Sitecore_logo_horizontal_RedBlack (002)

GETTING STARTED ON YOUR CX JOURNEY

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

MARTECH & INNOVATION

DATA-LED-TRANSFORMATION

Getting your data in order and the single customer view

In this session you’ll learn how to use a data-first approach focused on commercial outcomes before mapping out the martech requirement and roadmap needed to support your individual customers.

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

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

DIGITAL TRANSFORMATION & 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
Wendy McEwan Head of Marketing and Comms Knight Frank B2B Marketing Conference Singapore 2019
Wendy McEwan
Head of Marketing, Comms & Digital, Asia Pacific

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

MARTECH PANEL

THREE MARKETING OPERATIONS MANAGERS SHARE HOW THEY’RE BUILDING MARTECH STACK THAT DRIVES BUSINESS IMPACT, EFFICIENCY AND ROI

In this session we’ll hear from three B2B Marketing leaders, all responsible for leading their organisation’s MarTech strategy.

  • Business challenge, key objectives & success metrics
  • Strategy & approach with technology stack
  • Operation team structure including skills/capabilities/partners
  • Key insights & learnings from implementation
  • Future vision roadmap
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

The shifting landscape of marketing in Banking & Financial Services

In this workshop style – group discussion we’ll examine the role marketers can play to lead the examination of customer and 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.

IT AND SOFTWARE

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

MANUFACTURING AND CONSTRUCTION

This is your chance to get to know other B2B marketers in the same industry as you with the same challenges, pose questions to the table, share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers. This is your chance to bring your burning questions and share your knowledge and best practices with your peers.

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.

Nayyar Ehsan
Director- Marketing, Brand, Comms & Growth APAC & Middle East

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.

LOW VOLUME, BIG CONTRACTS BUSINESS

Narrow and Deep Marketing

This session is for organisations with up to 250 big accounts where the main focus isn’t on generating and nurturing new leads, but on retention, up-selling, crossselling and broadening the reach within these accounts. It’s for marketers with a narrow customer base where focus is on diving deep into the business across many business units and/or decision makers.

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

STATE OF B2B MARKETING – THE ROAD TO 2025

Accountability is at an all-time high for B2B marketing teams. We are expected to drive more revenue with a limited budget — while also guaranteeing that success can be easily measured. CMOs must refine their operations to streamline their marketing efforts and position their teams to easily measure the impact of future campaigns.

This session addresses these realities by providing insight into how leading B2B CMOs develop key operational characteristics that drive performance and efficiency, and future-proof their organisation.
During this session we’ll discuss where CMOs expect to focus investment, skills and capabilities development, and organisational change over the next five years.

15:45

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
16:15

CLOSING REMARKS AND END OF CONFERENCE