Thomas Barta
Author: The 12 Powers of a Marketing Leader
Workshop A: Marketing Leadership Masterclass —Build your influence as a marketer
WORKSHOP VENUE: Novotel Clarke Quay
This unique full day masterclass, the day before the main conference, isn’t about marketing—it’s about how you as a marketer can become more influential.
Global marketing leadership expert, speaker, and author, Thomas Barta, a former McKinsey partner, leads this highly interactive masterclass.
Learn the art and science of leading the marketing department, based on the world’s largest ever research, involving over 68,000 executive assessments, on what makes for an impactful marketer.
You’ll be able to work on real-life marketing leadership challenges and leave with concrete ideas on how to successfully tackle these challenges.
Hundreds of senior marketers around the global have taken this highly rated leadership class. The prize? More impact, more career success, and, actually, more fun.
Attendees to the work shop will walk away with knowing how to:
- Mobilize your boss—shape the organization’s agenda—prove marketing’s worth
- Mobilize your peers—break the silos, get colleagues behind your work
- Mobilize yourself— inspire others for change
Thomas Barta is a world recognised expert on marketing leadership, Advisor at The Marketing Academy and Author: The 12 Powers of a Marketing Leader. He's a former McKinsey Partner and CMO at Kimberly-Clark.
About Thomas Barta:
- Among the world’s most recognized marketing and customer leadership experts
- Leadership Dean of the global CMO Fellowship Program, a McKinsey and Marketing Academy JV that prepares CMOs to become CEOs
- Author of the #1 marketing leadership book: The 12 Powers of a Marketing Leader with Patrick Barwise
- Former McKinsey partner
- Organizational psychologist
- Consulted and marketed for over 20 years, in 14 industries, in 45 countries for many of the world’s top organizations, including two dozen Fortune 500 firms
- Conducted the largest global study, involving over 67,000 assessments, on what makes an impactful marketing and customer leader
- Trained over 1,000 McKinsey leaders on impact without formal authority
- Columnist for Marketing Week and Forbes
- Has inspired thousands of executives worldwide — at firms including Adobe, Google, IBM, SAP, and the Financial Times
Tickets are capped at max 30 attendees for a personal learning experience.
Workshop B: B2B Customer Experience Strategy & Journey Mapping Workshop
WORKSHOP VENUE: Novotel Clarke Quay
Without understanding the various steps customers take from brand engagement to brand advocacy, it is impossible to develop a customer experience strategy.
Understanding customers, their motivations, the roles within the organisation that will interact with your brand, purchase your product or service, engage with customer support, and their end-to-end lifecycle is a must in order to provide a unified customer experience.
This Customer Experience Workshop will walk attendees through how to Enable, Equip and Empower Your organisation for Customer Experience and ensure that every customer touch point delivers on the promise of CX.
Attendees to the work shop will walk away with the following:
- Prescriptive elements on how to create a customer experience based on your corporate brand values
- How organisations can harness the power of their data, develop customer insights and translate that into CS delivery across all departments
- How to deliver content and a digital engagement that delights customers
- A view into customer experience maturity and how to turn customers into advocates
Carlos has 20+ years of experience in leading organizations who are dedicated to meeting the demands of their customers by enabling the delivery of exceptional customer experience. He is known as an innovative thought-leading B2B marketing practitioner and industry visionary. He is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand TransformationSM and Marketing Automation.
Carlos has been named one of the 50 Most Influential People in Sales Lead Management for the last five years and was named as a Who’s Who in BtoB Marketing in 2011 and 2012.
Tickets are capped at max 30 attendees for a personal learning experience.
Registration & Coffee
Todd Wheatland
Author, Speaker, Strategist, Marketer
Welcome and opening remarks from the MC
MARKETING LEADERSHIP
Thomas Barta
Author: The 12 Powers of a Marketing Leader
International keynote: The 12 powers of a marketing leader – how to succeed by building customer and company value
In a global and digital world, what makes for an impactful and successful marketer?
Despite endlessly saying they want to be more customer focused, many firms don’t have a marketer in the top team. Too few CMOs make it to CEO, and marketers’ reputation with CEOs is mixed.
The world’s largest authority on Marketing Leadership, Former McKinsey Partner and Author of the first ever book on Marketing Leadership, based on the largest ever research study into marketing leadership, Thomas provides answers to the important question “What makes an effective and successful marketing leader and how do marketers achieve a stronger voice in the C-suite?
In this opening keynote, Thomas will challenge you to embrace your role in a totally new way.
He’ll share how:
- Successful marketers connect what customers need and what the company needs
- They claim their seat at the top table
- They mobilize peers to create a great customer experience
- They mobilize their teams to become leaders of leaders
- And they mobilize themselves to inspire others
Inspiring Marketing Leadership – Developing and mobilising the most powerful marketing team for your organisation
Marketing departments are becoming more complex. As we start out as marketers our priority is to develop our own functional marketing skills. As we start leading others, keeping up with the changes in functional skills is replaced by spending more time on management and leadership.
Building a well-aligned team with the right marketing and leadership skills mix becomes critical for success. But in this changing world, how do we find, keep and train the right marketing talent to operate effectively?
In this keynote Tricia will share her experience on:
- How to build a team with the right mix of skills and ensuring they’re aligned
- The importance of functional marketing skills and getting the skill mix right
- How to coach and performance manage your team to become future marketing leaders
Building high performing marketing teams
Having recently joined Microsoft, after four years as VP Marketing Asia Pacific at Salesforce, it’s not the first time Wendy is tasked with building high performing marketing teams having done so at both EMC and IBM before that.
In this fireside chat, Wendy will share:
- The CMO as the change agent - How she transforms marketing departments and structures high performing marketing teams
- The skills she looks for when building leadership teams
- What to look for in a new role or how to know it’s time to make a career move
- Career advice for emerging marketing leaders
Networking morning coffee break
CMO Panel – The new CMO power place
The new CMO have more technology budget, is an orchestrator of customer experience, is expected to lead transformational change, is the engine for growth and need to prove their value as revenue generators
- CEO/CMO alignment - the new CMO power place; becoming the optimal provider of advice to the CEO
- Cross-functional collaboration - IT/HR/CFO/CEO
- Driving change - getting executive buy-in across the organisation
- Future proofing the marketing team and structure of the future
DATA-DRIVEN MARKETING (ANALYTICS, ROI & DASHBOARDS)
Wendy Walker
Head of Marketing | Global Expansion, Intuit
Building brands and driving growth with data-driven decision making
Managing global growth with a portfolio of 185 countries requires not only strategic business skills but also a willingness to interrogate data to ensure efficient and effective execution.
In this session Wendy will share:
- Five guiding principles to drive growth for your brand through data driven decisions
- How to use data to drive more effective marketing investments on a daily basis
- The importance of organisational culture in using data to grow your brand
- Engaging deep customer empathy to drive greater business growth
- Using rapid experimentation to uncover incremental growth opportunities
- Fine tuning your analytics approach to provide more accurate attribution
Case study: A two year journey of Digital Marketing Transformation at Agility
Networking Lunch
CONTENT MARKETING ANALYTICS, ROI & SOCIAL SELLING
Case study: Content Strategy as the major driver of Demand Generation during a two year start-up journey
Launched only two years ago, SGInnovate invests in tech start-ups and creates eco-systems matching entrepreneurs with investment capital, talent and business support.
Having spent the last ten years as Head of Marketing at large organisations such as HP, Nokia Siemens and Motorola Szeki joined SGInnovate as their 3rd employee.
In this session she will share the start-up journey of:
- Building the team, brand, website and marketing strategies from scratch
- With limited budget, the demand generation strategy behind growing the database
- The content marketing strategy as the main driver for demand generation
- Content as the engagement strategy building good-will at every customer interaction and touchpoint
- Analysing and evaluating content KPIs and MQLs for driving next quarter’s strategy
Developing thought-leadership through content marketing and social selling
In her former position as Head of Digital & Social Asia Pacific at Lenovo, Danielle was the creator behind the social selling strategy for Lenovo’s executive team which saw Lenovo’s senior executive team such as APAC CMO Nick Reynolds as Australia’s #1 Power Profile on LinkedIn.
Joining LinkedIn in June, Danielle will share how she took the initiative two years ago, to develop the initially Asia Pacific program of developing the Lenovo region’s executive team’s thought-leadership profiles.
She will share:
- How social selling, supported by data, really does deliver results
- Equipping and enabling sales and other departments with competency in social selling
- The engagement piece - strategic connections and social selling through social
- The executive team as publishers - Creating long-form, thought-leading content
- The publishing strategy and working with external influencers
- The results - empirical data analysis of how the program has connected with real sales
DEMAND GENERATION
Case study: Award winning Demand Generation
With a difficult to reach target audience of “Compliance Managers” Lee will share how her award winning “Demand Generation Campaign” resulted in 200% database growth and 40% SQL conversion.
In this practical case study Lee will share:
- Campaign purpose and objectives
- New marketing initiatives and channels used
- Effectiveness and ROI of each channel
- Key KPIs and measurement
Afternoon networking coffee break
SALES & MARKETING ALIGNMENT
Sales and Marketing Alignment: The need for B2B marketers to pivot their orgs from ‘supporting’ sales cycles to ‘driving’ buying cycles
In today’s multichannel, buyer-centric world, the shift in the buying process underscores the need for alignment between sales and marketing.
Given the complexity of many B2B buying processes, spanning multiple quarters and typically involving 7+ influencers and decision makers, B2B marketers’ face very specific challenges in engaging so many stakeholders over long time periods. The concept of SLAs between marketing and sales has never been more important. Sales and marketing need to agree on and abide by the definitions of a qualified lead ready to be handed from marketing to sales, response times, required number of customer contact attempts and more.
With 25 years of sales and marketing leadership experience with top-tier IT companies such as Oracle and IBM in Asia Pacific, Sandeep will share his vast experience in working with sales to drive business growth and revenue.
He will share real life experiences of:
- In large B2B Enterprise deals, with typically 10-20 people involved in the decision process, either as decision makers or influencers, how do we map and create customer journeys for these and how can digital, social and employee advocates help with brand and message amplification?
- Re-evaluating some of the traditional KPI and ROI metrics which were based on ‘single touch’ marketing approaches - The need to align to ‘multi-touch’ tactics across the buying journey and the need to include engagement metrics such as # of touches, responses, etc and not just leads, MQL, SQL and pipeline
- With so much Martech available, using analytics to personalise touchpoints must be integrated into the strategy
Transforming and empowering marketing to drive change and innovation
Carlos Hidalgo, one of the most respected and influential B2B marketers in North America and Author of Driving Demand - Transforming B2B Marketing to Meet the Needs of the Modern Buyer will deliver a closing keynote that speaks to the steps B2B organisations need to take in order to transform and drive innovation. Hidalgo will discuss the need for change management at every level of the organization in order to keep pace with today's modern buyer.
He’ll discuss how today’s organizations need to change and align culture, content, technology, people, processes in order to drive a modern demand generation strategy.
Closing remarks from the MC
Networking drinks
Hosted by APAC B2B Agency Partner:
Registration & Coffee
Todd Wheatland
Author, Speaker, Strategist, Marketer
Welcome and opening remarks from the MC
International Keynote: The world’s most watched B2B video and PR marketing campaigns that delivers results
The Global CMO behind one of the world’s best known B2B video content plays – 88 Million YouTube views shares how she and her team got the idea over the line:
- Overview and objectives of the “Epic Split” and Volvo Trucks' video campaigns
- The new media landscape – understanding the content and distribution strategy behind the campaigns
- How high-level thought leadership creates loyalty, generates leads and influence purchase decisions
- The effect of boosted internal pride and confidence – giving the Volvo Trucks sales people a new conversation starter
- Key outcomes, ROI and recognition from the campaigns
DIGITAL & BRAND TRANSFORMATION – MANAGING CHANGE
Case study: Transforming from telco service provider to B2B digital enabler
- Creating the first B2B marketing department at Telekom Malaysia and the new B2B brand “TM ONE”
- The need for a fully integrated marketing department to function as digital omni-channel
- The new revolutionary Customer Journey Model – marketing as owners of marketing, sales, service and support
- Using Design Thinking for the development of the B2B Personas
- Delivering on the new digital B2B brand promise
- The creation of an internal digital CX centre
- Helping customers build their own CX centres
- The impact on the marketing and the company - moving from marketing as perceived cost centre to revenue generating machine
Case Study: Managing brand transformation in the age of digital
The transformation journey of Prudential Singapore, helped by marketing and customer centric mindset with a focus on digital maturity. Brand management and channel engagement which resulted in a business growth. Prudential Singapore is now the most engaged brand on social media within Singapore's Insurance companies.
Harish, managing the marketing strategy for retail customers as well as the enterprise business will share:
- Even strong brands need investments – don’t ever become complacent
- The importance of always listening and talking to customers – through social media, content engagement – to influence product and service development
- The always-on performance marketing and social media marketing to amplify the brand's reach on digital and social platforms
- Marketing as change agents within the leadership team driving innovation, collaboration and a digital first culture
- Influencing CFO – building the solid business case and monetary value and efficiencies for new martech investments
- How employer brand plays an important role in attracting the best talent when the organization is transforming
Networking morning coffee break
GROWTH MARKETING
Managing growth and talent across Asia Pacific, Latin America, Middle East, Africa, Turkey & Russia
With over 20 years of marketing experience Karina leads the marketing and communications function for Accenture across Growth Markets which encompass all of Asia Pacific, Latin America and MART (Middle East, Turkey, Russia and Africa). She’s also part of Accenture’s global marketing and communications leadership and the growth markets core team.
In this fireside chat with Marketorium’s Managing Editor Peter Gearin she’ll share:
- How she manages growth and aligns and integrates teams across vast geographical markets
- Managing cultural diversity that shares your corporate values
- The quest for talent - the innovative programmes and brand positioning to attract, develop and retain talent
- Managing existing talents’ skill development through training and career plans
NAVIGATING MARTECH
Case study: Building the martech stack that drives business impact, efficiency and ROI
With the rapid expansion of martech solutions there’s now over 7000 tools available for marketers to navigate through. Looking at this complex landscape, how do you keep abreast of it all without feeling overwhelmed. And how do you strategically go about selecting the right tools for your business and not jumping on the latest shiny toy in FOMO (fear of missing out).
Having joined real-estate giant JLL this year after having spent ten years with Hewlett Packard Enterprise, Kimberly will share her vast experience in managing martech stacks.
In this presentation she’ll draw from her learnings from both organisations and share:
- Customer and business drivers for implementing marketing technology strategy - the importance of first identifying the business problem you need to solve
- Importance of having a customer first vs. a technology first strategy and approach - understanding the customer journey and seeing how tech can help in the process
- The importance of aligning to the business and building synergies with IT/Sales/Service
- Change management adoption process – the quarterly audit and martech review
- The importance of internally defining and communicating the ROI timeframes - Specific metrics used to define and measure business impact and success
- Comparing HP/JLL regional vs centralised decision making in martech - Outline the future vision and future capability roadmap
- The learnings, successes, what worked well and not so well and why
Answer any business question…from your phone
Every marketer has received the dreaded text or email asking for a report (by COB) on that one obscure, or perhaps not so obscure, but oh-so-complex part of their business. That moment of panic, of dropping tools, of begging analysts and re-diverting resources is a painfully familiar scenario for most seasoned marketers.
Whether you need that information immediately to answer someone else’s question, or whether you need it to drive a high-performance marketing culture and greater strategic alignment within your organisation, the reality is that the days of gut instinct marketing, vanity metrics and intangible ROI are over. Just as society has become contingent on instant gratification, so too is our professional world evolving to be more mobile, real time and on demand.
Join Adam Cordner of Domo as he shares best practice examples of how marketing leaders from around the world are harnessing the power of their data to answer their most important business questions, from any device, at the speed of now.
Networking Lunch
CUSTOMER EXPERIENCE & CENTRICITY
CMO Panel – The CMO as owner of Customer Experience
“86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.” - how are we tracking?
- The role of marketing in customer experience - How marketers are becoming gatekeepers of customer experience in their businesses and how to prepare for a customer-centric future
- The power of customer leadership - how customer engagement and insight needs to be at the heart of your leadership success
- How to mobilise colleagues who don’t report to you through cross-collaboration and avoiding cross-functional silos
- Organisational change management and giving the CMOs the power to drive change -Getting executive buy-in across the organisation
- Customer Experience - Accounting for regional nuances
- Measuring customer centric cultures
CROSS CHANNEL DIGITAL MARKETING
Data utilization and technology in driving decisions through cross-channel marketing
B2B BUYING DYNAMICS
Rethinking Digital Customer Engagement- Enabling B2B Buying To Drive to Drive High-Value Deals
B2B CMOs face tremendous pressures to build digital marketing strategies that drive customers progress through the pipeline and towards a sales conversation. To that end most organizations are investing in the digital buying experience, specifically emphasizing things like personalization, web(re)design, nurturing campaigns, and innovative content.
However customers aren’t looking for supplier engagement, they’re navigating through a complex buying journey. Furthermore they don’t find supplier information particularly impactful, whether it is served in person (sales reps) or via digital channels.
Join Gabriel to gain an insight on how to build Buyer Enablement, a specific type of content designed to support the completion of critical buying tasks with prescriptive advice and practical support , consistently delivered through digital and in-person channels.
Afternoon networking coffee break
LOCALISED VS REGIONAL B2B MARKETING
Case study: The magic formula of localisation – Getting the benefits of a regional centre of excellence approach while providing locally relevant messages
With the fast changing and geographically spread Asian markets, for B2B marketers there is a constant need to balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus.
Passionate about the evolution of work and the implications of AI on the human workforces, as the VP of Marketing for human capital management software ADP, John will share the importance of upskilling and keeping yourself relevant and how he applies this way of thinking to his regional marketing teams.
He will share:
- Managing scale and business growth while meeting unique needs of each local country in Asia Pacific
- Creating a single regional organisation that most efficiently drive business – the in-efficiencies of a fully local structure
- The global brand challenge when localising
- The implications of skills requirement of your marketing teams – hire for generalists vs specialists skills?
- The journey – lessons learnt, what has worked and what hasn’t to date – it’s a story of people and talent
Corporate and regional interplay – Managing HQ requirements while meeting unique needs of local countries
Having spent the last three years as CMO Asia Pacific, Susan moved to Dubai in July to take over as CMO Middle East, Africa, Turkey and Pakistan. Having also lived and worked in Shanghai, Singapore, Bangalore along with the US she does not only vast local and regional experience but also that of leading HQ marketing teams.
In this session she’ll share how she balances the requirements and interplay between HQ while building and managing multiple regional teams.
INVEST IN YOURSELF
Getting CMOs ready for today’s boardroom – A career-development exercise to secure a board seat
Only a fraction of boards have marketers represented. Where marketers have been falling short in the past is their focus on tactics and lack of commercial acumen but we’re seeing a rising focus on defining directors with marketing as a background as boards are looking for fresh perspective and strategic business insights.
Marketers looking to land a board position need to approach it as a career-development exercise.
With experience as a Non Executive Director of an ASX-listed company Laura will share her advice on steadily building her board career.
- Understanding the foundations of directorship - The duties and responsibilities of boards and directors
- The importance of having financial skills and handle of cashflow statements, - P&L operators responsible for revenue, costs, product and services
- Understanding the totality of business and spending some time outside their discipline - The vital need to understand other functions such as finance, supply chain, IT, engineering and operations
- The importance of your personal connections, network and brand
- The role of coaching and mentoring when developing your own skills