B2B Marketing Leaders Forum ASIA 2026 | 14-15 October

CONFERENCE DAY TWO

Thursday 15 October 2026

Conference Day One - Wednesday 14 October 2026

Conference Day Two - Thursday 15 October 2026

AI for Marketing Leaders Workshop - Friday 16 October 2026

DAY TWO: Thursday 15 October 2026

07.45

Ritu Mehrish
Executive Leadership Coach & Author of ‘Rewrite The Rules: How Women Leaders in Asia are Changing the Leadership Paradigm ‘ and ‘Leader’s Block: How Great Leaders Recover After They Stumble‘
ReWrite the Rules

EMERGING LEADERS BREAKFAST: Coaching, Mentoring & the next stage of your career

Emerging Leaders Breakfast: Coaching, Mentoring and the Next Stage of Your Career

The transition from high-performing marketer to influential leader brings a new set of challenges. Success is no longer defined solely by the quality of your work, but by your ability to lead others, navigate complex stakeholder relationships, build executive presence and make confident decisions in moments of uncertainty.

During this exclusive breakfast will see emerging B2B marketing leaders for an open and practical conversation about career progression, coaching and mentorship. Experienced coaches, leaders and mentors will share the lessons, pivotal decisions and relationships that shaped their leadership journeys—including the advice they wish they had received earlier in their careers.

The discussion will explore how to find and work effectively with mentors, use coaching to accelerate professional growth, build visibility and influence within the business, and develop an authentic leadership style. Attendees will also have the opportunity to connect with peers facing similar opportunities and challenges in a trusted, small-group environment.

Attendance is strictly limited to only 40. Please register your interest for consideration here.

Sameer Thakkar
Vice President – Marketing
SAS

Adeline Puay Hoon Goh
GM, CMO & Chief Experience Officer
FUJIFILM Business Innovation

Belinda Pervan
VP Marketing APJ
Veeam
Singapore Lead – Mentor Walks

Moderated by: Premanjali Gupta
Head of Regional Programs, Asia Pacific
SAS

Breakfast sponsored by:

REGISTRATION & BARISTA COFFEE

08.30 REGISTRATION & BARISTA COFFEE

09:10

WELCOME & OPENING REMARKS

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Kristy Kelly
Managing Director
B2B Marketing Leaders Forum

LEADERSHIP

09:25

Jeremy Cooper
VP Marketing APJ
Databricks

AI LEADERSHIP BUILDING AI FIRST MARKETING TEAM DNA

The Last Marketing Team: As AI makes marketing more essential than ever, is the traditional marketing team becoming optional?

AI is creating one of the greatest paradoxes in the history of marketing. As intelligence, creativity and execution become abundant, the efficient size of high-performing marketing teams is shrinking rapidly. The question is no longer how AI makes marketing more productive – it’s why marketing teams exist in the first place.

In this provocative keynote, Jeremy explores the forces reshaping modern marketing, introduces a practical framework for benchmarking AI-first organisations, and unpacks the DNA of modern marketing teams – where judgement, decision velocity, orchestration and intelligent agents matter more than headcount or hierarchy.

Far from signalling the end of the profession, this is an optimistic vision of its next chapter. The organisations that win won’t have the largest marketing departments, but the most capable ones. And the leaders who succeed will be those who use AI not simply to drive efficiency, but to amplify human potential, create more meaningful work, and improve the lives of the people they lead.

Jeremy Cooper has spent more than 30 years building and leading global marketing organisations, of which 12 years were spent in San Francisco leading global marketing teams and go-to-market initiatives at Salesforce, Google and LinkedIn.

Drawing on lessons from the front line of AI transformation, he challenges leaders to rethink not just how marketing is done – but why marketing teams exist at all.

INTELLIGENT REVENUE ACCELLERATION

9:50

Tom Mac-Kenzie
VP, Revenue as a Service (RaaS) Digital Services & Transformation 
TP

INTELLIGENT REVENUE ACCELERATION: WHY MARKETING'S BEST LEADS STILL GO COLD

Tom has spent his career on the inside of the exact handoff most marketing leaders only see from one side, watching qualified leads generated by strong campaigns lose momentum the moment they cross from marketing into sales.

In this session, he shares what actually breaks in that handoff, and what TP changed to fix it.

You’ll learn:

How to spot where qualified leads actually go quiet between marketing and sales
What signals predict a cold lead before it goes cold
How AI and human follow up divide the work in a real nurture program
How to trace a lead from demand generation all the way through to revenue optimization, without losing the signal that started it

Tom Mac-Kenzie has spent over 15 years inside TP’s revenue and transformation functions, now serving as VP of Global Revenue as a Service (RaaS) Digital Services & Transformation. He helped build TP’s Intelligent Revenue Acceleration model from the inside, the same model behind a 122% lift in sales productivity and 220% pipeline growth for TP’s clients.

Part diagnosis, part playbook, built by the person who ran the transformation from inside TP.

Session sponsored by:

TP B2B Marketing Leaders Forum ASIA 2026 CMO

INTERNATIONAL KEYNOTE: ZERO CLICK

10:15

Claudia Graves
AEO Specialist
Profound (UK)

ZERO CLICK - BRAND BUILDING IN THE AGE OF AI SEARCH

How brands build discoverability and credibility in a world increasingly influenced by AI search and LLMs
How GEO is reshaping brand building and market positioning

B2B discovery is changing fast. Buyers are increasingly getting answers from AI before they ever speak to sales, forcing brands to rethink how they show up in the new discovery loop.

Generative engines are pulling from trusted external sources, structuring that information and surfacing it as cited responses.

The implication is simple: if AI systems can’t find credible signals about your company, they won’t recommend you.

Winning in the LLM era comes down to three things: credible presence, high-authority structured content, and scalable distribution.

In this session, we’ll explore how AI-driven discovery is rewriting the B2B marketing playbook — and what marketers need to do now to stay findable, credible, and competitive.

Session sponsored by:

Profound B2B Marketing Leaders Forum ASIA 2026

10:40 – 11:15

MORNING COFFEE & NETWORKING BREAK

11:15

Choose one of three sessions: Book your team, split up and share learnings:

ANALYTICS, INSIGHTS, ATTRIBUTION & AI

Analytics, Insights, Attribution and AI: Turning marketing data into better decisions

B2B marketers have more data than ever, but many still struggle to connect activity to business impact, generate actionable insights and confidently attribute revenue across complex, long buying journeys.

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.

This session will explore how AI is transforming marketing analytics, from automating data analysis and identifying patterns to improving forecasting, attribution and decision-making.

We will examine how leading B2B marketing teams are using AI to bring together fragmented data, uncover the signals that matter, understand buyer and account behaviour, and translate marketing performance into language the business understands.

The discussion will also address the limits of AI-driven analytics, including data quality, governance, model accuracy and the risk of creating greater complexity rather than clarity.
Attendees will leave with practical ideas for using AI to move beyond dashboards and reporting towards faster insights, stronger commercial decisions and a clearer view of marketing’s contribution to pipeline, revenue and growth.

Nipun Agarwal

Director Strategy, Performance & Analytics APJ, Zscaler

SYNTHETIC PERSONAS & BUYING GROUPS

Session hosted by:

Building Synthetic Personas & Buyer Groups for AI-assisted research and decision-support and a first-hand conversation with your buyers

Consumer research, customer and prospect surveys, marketing outreach actions and engagements are just some of the raw data B2B Marketers have access to. Yet, turning this into something actionable is often a challenge.

But a small group of B2B Tech brands have made use of these data points in ways that allow them to ‘speak’ to their buyer. From testing creative ideas and A/B testing ad copies to having a ‘conversation’ with a synthetic profile of key members of the buying group to determine their buying journey, synthetic personas are now a part of campaign strategy planning for these brands.

In this session you will:

See a synthetic persona in action
Learn how synthetic personas can guide messaging and creative testing and ideation
Hear from leading B2B marketers on how synthetic personas fit into their strategy and planning

Nicholas Kontopoulos

VP Marketing, Asia Pacific & Japan, Twilio

Moderated by:

Anol Bhattacharya, EVP, Innovation & Technology, Hotwire - ROI DNA

OMNICHANNEL MARKETING ORCHESTRATION

Session hosted by:

Omnichannel Marketing Orchestration: Finding simplicity in a complicated marketing landscape

B2B marketing is not getting any easier: today’s teams are managing more channels with far fewer resources. In this session, StackAdapt’s Deirdre Chew will provide actionable tips to help you move from disjointed, channel-by-channel execution to a unified strategy that ties data, creative and activation back to real business outcomes.

Deirdre will also be joined by Rohan Kamra (Head of APJ Digital Marketing, Media & Global Projects, Everpure) to share how Everpure put that thinking into practice. Taking a considerable programmatic buying operation in-house was no small task, but Everpure did just that, expanding from a regional pilot to the global stage.

Rohan will also unpack how to navigate the operational challenges that would deter many businesses before they even reach the start line, and how the shift delivered new performance highs for Everpure, including higher click-through-rates (CTRs), significantly more website visits, and approximately 10x more key account interactions.

Rohan Kamra

Head of APJ Digital Marketing, Media & Global Projects, Everpure

Moderated by:

Deirdre Chew, Director of Sales SEA, StackAdapt

11:55 – 12:05

10 MINUTE CHANGEOVER

CONTENT, STORYTELLING, TRUST & THE INFLUENCE GAP - With focus on Japan & Korea

Session hosted by:

Building Relationships and Trust in Japan and Korea: How content influences B2B buying decisions

For global B2B brands, succeeding in Japan and Korea requires far more than translating global campaigns or replicating playbooks developed for other markets. Buyers expect brands to demonstrate local relevance, credibility and commitment before commercial conversations can even begin.

In these relationship-led markets, content plays a critical role in building familiarity, strengthening trust and creating the conditions for sales engagement. Yet as AI accelerates content production and increases market noise, marketers must understand which content experiences genuinely influence buyers—and which simply add to the volume.

Drawing on new research involving both B2B marketers and buyer-decision-makers, this session will explore the gap between how brands believe their content performs and how buyers actually experience it.

Our panellists will share their practical successes, challenges and lessons from marketing into Japan and Korea.

How relationships, reputation and trust shape B2B buying decisions, with focus on in Japan and Korea and how those markets differ.
Why translation is not enough—and how localisation, transcreation and locally developed storytelling improve relevance and credibility.
Which content, executive engagement, events, PR and Account-Based marketing experiences influence buyers at different stages of the decision journey.
How global brands can integrate content, media, campaigns and sales engagement to build market presence and create pipeline.

Mouna Benyahia

EVP, Asia Pacific, Mérieux NutriSciences

Sebastien Edgar

Global VP Digital Marketing, Liferay

Li Yong

Head of Marketing APAC, Nuvei

Moderated by Robert Heldt

CEO & Co-founder, AIM B2B

AI, HUMAN JUDGEMENT AND THE NEXT MOVE IN ABX

Session hosted by:

AI, Human Judgement and the next move in ABX

When AI can research an account, shape your proposition and plan the entire campaign layout from messaging to content and ad copies, where do today’s marketing teams make the difference? And when sales can do the same, who truly leads Account-based activities within the organisation?

For many B2B brands across APAC, these questions play out account by account. A single-country enterprise, and a multinational with regional leadership and local buying teams demand different judgements about who to engage, what matters to them and when to act. And as teams get increasingly hamstrung by resource shortages and an ever growing need to prove ROI with every dollar invested, scaling activation isn’t just a wish, it’s a necessity.

This panel brings marketing and sales perspectives to how Agentic AI can help turn those judgements into impactful ABX at scale. The conversation centres on where experience makes the difference and how each team can inform and activate the other’s work. It also puts an AI-led Account-based Operating Model (AOM) to a practical test: is a shared way of planning, deciding and acting around the account already becoming necessary?

Marketing and sales leaders will leave with:

A clearer view of where AI can advance ABM/ABX and where human judgement earns its place.
Ideas for making marketing and sales jointly shape account engagement across APAC’s different buying realities.
A practical perspective on what an AI-enabled AOM could mean for how marketing, sales and even revenue teams work today.

THE AGENTIC MARTECH STACK

Building the Agentic/AI marketing stack — What it looks like and how to get it right

The marketing technology stack is evolving from a collection of disconnected tools into a coordinated system of intelligent agents that plan, execute, learn, and optimise—often in real time. But while “AI-powered marketing” is now everywhere, most teams are still struggling with the practical realities: What does an Agentic/AI Marketing Stack actually look like? What should it include (and what should it replace)? And how do you build it without creating chaos, risk, or another layer of complexity?

In this session, we’ll break down the modern Agentic/AI Marketing Stack into clear functional layers—data, orchestration, content systems, decisioning, activation, measurement, and governance—showing how agentic workflows can operate across marketing operations, campaigns, lifecycle, and revenue teams. We’ll explore where autonomous agents genuinely add value (and where they don’t), how to redesign marketing processes for AI collaboration, and what leaders must change in capability, workflows, and operating models to make AI scalable.

Attendees will walk away with a practical blueprint for designing their AI stack, including the key roles of humans vs. machines, the minimum viable foundations required to succeed, and the strategic architecture decisions that will define marketing performance over the next five years.

Key Takeaways:

What an Agentic/AI Marketing Stack is—and how it differs from traditional MarTech
The core layers and components required to build a scalable AI-enabled marketing ecosystem
How to operationalise agentic workflows across planning, production, activation, and optimisation
Where to start: foundational requirements in data, process design, and governance
How to avoid common pitfalls such as tool sprawl, low-quality automation, and brand/compliance risk

12:45

NETWORKING LUNCH

1:45

Round-Tables B2B marketing conference sydney australia 2019

Choose one Session: Book your team, split up and share learnings

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

As one of the forum highlights, join your peers for these 40 min group discussions with your competitors and peers.

You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.

CMO LEADERSHIP - THE P&L CMO

The P&L CMO - Beyond Lead Generation: Owning Growth and the P&L

Marketing leaders are increasingly expected to deliver growth, yet few have genuine responsibility for the P&L or a seat at the table when critical investment decisions are made. What changes when marketing is accountable not only for customer acquisition, but also for profitability and company value?

With two CMOs owning P&L we’ll discuss how they balances acquisition, retention and long-term brand investment against commercial realities.

We’ll explore the discipline required to allocate capital across markets, make difficult decisions about where not to invest, and identify opportunities others may overlook.

Alessio will also reveal why conventional measures of market attractiveness can be misleading. A lower-value customer with a faster payback period, for example, may produce significantly better annual returns because the marketing budget can be reinvested more quickly.

Attendees will learn how to:

“The P&L CMO” – Driving business revenue with sustainable profits through P&L ownership
Connect marketing decisions directly to growth, profitability and company value
Evaluate markets using payback periods and capital velocity—not acquisition cost alone
Balance short-term performance with longer-term investments in retention and brand
Make disciplined trade-offs about where to accelerate, maintain or reduce investment
Communicate marketing’s contribution in the commercial language of the leadership team
Marketing leadership – How to be the CEO’s most valuable strategic partner
Advice to better sell, measure and prove the commercial impact of their work
Priorities for 2027 and the future of the CMO function in driving profitable business growth with shrinking budgets and resources

Alessio Romeni

CMO & Chief Operating Officer, ShopBack

Adeline Puay Hoon Goh

GM, CMO & Chief Experience Officer, FUJIFILM Business Innovation

Robin Seow

CMO Digital InfraCo, VP Sales & Partnerships (RE:AI), Singtel

STRATEGIC ABM & CXO ENGAGEMENT

Session hosted by:

Strategic ABM and Executive Engagement: Building Growth Plans for Your Most Important Accounts

Beyond ABM Influence: Turning Executive Engagement into new pipeline

ABM is a critical growth strategy for B2B organisations, but many programs still struggle to prove impact beyond campaign engagement, opportunity influence, or support for deals already in motion.

This session explores how ABM can evolve from a campaign-led motion into an executive engagement model that creates new opportunity pathways inside strategic accounts. Using Executive Briefing Centres as a practical example, the session will show how curated, account-specific engagements can bring together senior stakeholders, business priorities, solution narratives, and sales motions to uncover new areas of demand.

Rather than treating EBCs as standalone events, this approach positions them as a natural extension of ABM — helping teams move from broad account engagement to deeper executive conversations, from existing pipeline support to whitespace discovery, and from marketing activity to measurable business outcomes.

The session will provide a practical view of how B2B marketers can design executive engagement programs that are strategic, repeatable, and closely aligned to account growth. It will also highlight how marketing can play a stronger role in connecting brand, demand, sales, and customer transformation conversations to create meaningful pipeline impact.

Christine Law

Sr. Dir. ABM & Exec Marketing APAC, ServiceNow

Louis Cherian

Enterprise & ABM Strategy APAC Lead, Red Hat

Moderated by:

Melanie Ivory, APAC Director of Sales, Swoogo

CHANNEL/PARTNER MARKETING

Sell In, Sell Out, Sell Through: The Changing Landscape of Complex Omni-Channel Marketing

Partner-enabled growth, joint GTM activation, sales enablement & measurment

Partner marketing is evolving into a powerful engine for demand generation and measurable business impact.

The discussion will highlight how modern teams design ecosystem programs that generate real demand, navigate attribution in an AI-driven marketing world, and collaborate across marketing, sales, and operations to turn partnerships into measurable pipeline.

This session explores the evolving complexity and opportunity within omni-channel marketing, especially where B2B channels intersect with partners, distributors, and end users. In today’s landscape, customer journeys are no longer linear—and neither are marketing strategies.

Key themes include:

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 and solving the “”partner influenced”” revenue attribution nightmare
How Partner Marketing Leaders earn a seat at the revenue table by running partner marketing like a business unit
The impact of Agentic AI in Partner Marketing

Georgia Lloyd

Director APJ Partner Marketing, Crowdstrike

Praveen Rao

APAC Partner Marketing Lead, SAP

2:25 – 2:30

5 MINUTE CHANGEOVER

CMO LEADERSHIP WITH ANDY LARK

THE COMMERCIAL CMO & MAKING TRANSFORMATIONAL MARKETING INVESTMENTS

Allocating spend that drive profit, productivity and growth- Rebooting marketing for the AI era

What’s driving mounting pressure on marketers to deliver more from their budgets? AI has driven a demand for efficiency and effectiveness like never before, all while unlocking capacity to do more. How do we reshape our positions in the business as commercially orientated marketers capable of doing more, worthy of more investment, and all while asking for less?

Drawing on insights from commercial marketer bootcamps and industry data, Andy will unpack the real economics behind modern marketing, from the rising cost of AI tools and martech stacks to the hidden operational costs of SaaS, while showing B2B marketers how to move beyond marketing optics and allocate spend in ways that drive real business outcomes like profit, productivity and growth.

Challenging traditional playbooks, this fast-paced session combines 30,000-foot commercial thinking with practical takeaways to help marketers connect investment more directly to measurable business impact.

Andy Lark

CEO & Chair, Former CMO; Commonwealth Bank, Xero & Dell

SALES & MARKETING ALIGNMENT

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.
This session examines sales and marketing alignment as a commercial operating model — not a cultural aspiration.
Our panellists will explore how they are unifying demand generation, account strategy, and revenue accountability through shared metrics, integrated planning, and collaborative execution.
Attendees will gain practical insight into:

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

Jacelynn Pang

Group Marketing & Channel Sales Director, Chainup

Nipun Agarwal

Director Strategy, Performance & Analytics APJ, Zscaler

03:10 – 03:40

AFTERNOON COFFEE & NETWORKING BREAK

INTERNATIONAL KEYNOTE

03:40

Victoria Kerr
Director of International B2B Marketing
Uber

INTERNATIONAL KEYNOTE: Marketing as Growth Engines: Scaling across diverse global markets

How do you build a high-growth B2B brand inside one of the world’s most recognised consumer companies—and make it resonate across markets as varied as Australia, Japan, Taiwan, India and Brazil?

Drawing on her international leadership experience at Uber, Rakuten, Virgin Media and Booking.com, Vicky will reveal how Uber for Business connects brand building to demand generation, pipeline and commercial growth. She’ll explore the tension every regional marketer faces: what should be scaled globally, what must be shaped locally, and how to persuade global stakeholders to invest in opportunities they may not yet understand.

From adapting propositions to different stages of market maturity to uncovering unexpected similarities between countries, Vicky will share how her team turns local insight into repeatable playbooks—without reducing localisation to translation. She’ll also examine what it takes to establish a distinct B2B proposition within a powerful B2C brand, align marketing closely with sales, and measure success through both the volume and value of opportunities created.

Attendees will leave with practical ideas for:

Connecting brand investment to demand, pipeline and growth
Deciding what to standardise, adapt or build locally
Turning successful regional campaigns into scalable global playbooks
Making a stronger commercial case for regional marketing investment
Building a differentiated B2B brand within a consumer-led organisation

AI AGENTS IN PRACTICE

4:05 PM

Alessio Romeni
Chief Operating Officer
ShopBack

PRACTICAL EXAMPLES OF AI AGENTS IN USE IN B2B MARKETING

From Assistants to Agents: How AI Agents are transforming B2B marketing performance
How to build AI agent teams that deliver human-quality work.

AI in B2B marketing has moved quickly from content generation and chatbots to something far more powerful: AI agents—systems that can plan, execute, and optimise multi-step marketing work with minimal human intervention.

In this closing session, you’ll learn how 3 B2B teams are using agents to scale campaign execution, improve speed-to-market, and create always-on marketing operations without increasing headcount.

We’ll break down what AI agents actually are (and how they differ from automation and traditional AI tools), then explore practical use cases across the funnel: account-based marketing coordination, audience research, campaign and content production, lead nurturing, lifecycle messaging, and performance optimisation.

Sebastien Edgar
Global VP Digital Marketing
Liferay

VC John
CMO
KPMG

Ljubica Radoicic
VP Marketing APAC & Emerging Markets
Thomson Reuters

Praveen Rao
APAC Partner Marketing Lead
SAP

Conference Day One - Wednesday 14 October 2026

Conference Day Two - Thursday 15 October 2026

AI for Marketing Leaders Workshop - Friday 16 October 2026

4:50pm