B2B Marketing Leaders Forum ASIA | 21-22 Aug 2024

CONFERENCE DAY ONE

Wednesday 16 August 2023

Forum at a glance

Conference Day One - Wednesday 16 August 2023

Conference Day Two - Thursday 17 August 2023

DAY ONE: Wednesday 16 August 2023

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

Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e

CMO/CEO STAKEHOLDER ALIGNMENT

09:20

Nathanial Mclay-MD-Device-Technologies-b2b-marketing-conference-singapore-asia-2023

Nathaniel Mclay
CEO APAC
Device Technologies

Michelle-Stewart-GM-Marketing-Device-Technologies-b2b-marketing-conference-singapore-asia-2023

Michelle Stewart
Global CMO
Device Technologies

CMO/CEO ALIGNMENT - HOW TO POSITION THE VALUE OF MARKETING TO THE CEO, MD AND LEADERSHIP TEAM

For CMOs to be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives. Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing”.

During this fire-side chat between CEO and CMO we’ll be discussing how to position the value of the CMO to the CEO:

How to establish credibility with the CEO and retain a respected seat at the leadership table
How to navigate challenges and bridge the gap between marketing and sales
Agreeing on prioritising and negotiating needs and resources when entering different markets.
The need for CMOs to understand the CEO’s direct obligation to drive a growth agenda
Agreeing on metrics and reporting that matter to the CEO – what does commercial acumen as a CMO look like?
Advice for presenting to the leadership team; understanding the need to focus on their pain points vs your own day-to-day agenda, the importance of being prepared to defend your data and ensure the data presented are linked to business objectives.
Does cultural capability matter in marketing during geographical expansion? How can CMO’s/CEO’s handle this?

GROWTH

09:50

Bhupesh-lall-vp-marketing-sas-asia-conference-b2b-singapore

Bhupesh Lall
VP Marketing APJ
Workday

LEADING A CHALLENGER BRAND FOR APJ GROWTH

Leading and accelerating growth as a challenger brand requires a new marketing focus. This session will cover the steps to take to lead growth in the region with an Agile approach while embracing a strong company culture. During this keynote, Bhupesh will share examples on how his marketing team at Workday is focussed and how he is aligning his team through 6 core values. He will cover synchronised global brand and demand generation campaigns and localising for or APAC.

And he will share how to localise a very American Superbowl campaign for APJ.

CUSTOMER EXPERIENCE

10:15

Abigail Crosby-MD-Merkle-B2B-Marketing-Leaders-Forum-ASIA-2023

Abigail Crosby
Managing Director
Merkle

Jake Hird
VP, APAC, Strategy & Solutions
Merkle

LET GO OF THE BANANA: HOW TO BUILD HIGH-PERFORMING B2B EXPERIENCES

According to a recent survey, 86% of B2B buyers are willing to pay more for a great customer experience. But only 1% of customers feel that vendors consistently meet their expectations.

Join the session to understand:

Why most B2B experience design programmes fail
How to understand the connections between creative, media, data and technology
Who needs to play a role; including agencies, audiences and internal stakeholders
Ways to communicate your B2B experience strategy
How to move from Powerpoint to planning, to activation

The key takeaways from this session presentation will help marketers:

Identify critical moments in their prospect and customer journeys
Where to balance quick-wins vs. long-term activities
How to begin thinking effectively integrating touchpoints

Session sponsored by:

10:50 – 11:20

MORNING COFFEE & NETWORKING BREAK

11:20

Choose one of three tracks:

TRANSFORMATION

Track hosted by:

INTRODUCING THE WHY: TRANSFORMING THE APPROACH TO THOUGHT LEADERSHIP FOR AUDIENCE BEHAVIOUR CHANGE

Join this session to hear how Matterport partnered with Forrester Consulting to develop an insights-driven GTM strategy and thought leadership approach for effective audience education and stronger engagement.

In this session we’ll be discussing:

The challenges of thought leadership programs that don’t consider local market dynamics and buyers in APAC.
Key learnings on how to get a seat at the table for regional content decisions amidst budget constraints and economic pressure.
How to design a strategic thought leadership program with a dual purpose: market intelligence and audience education.
See how Matterport extended reach and maximized impact of their content program through localized and vertical-specific assets.

Moderated by Alisha Coates, Director, Principal Consultant, Forrester

Vivian Pan

VP International Marketing, Matterport

Alisha Coates

Director, Principal Consultant, Forrester

ABM STRATEGIES

Track hosted by:

SUCCESSES AND FAILURES OF ABM STRATEGIES: A PRACTICAL LOOK

ABM has long been a popular strategy for driving engagement with key buyers, however, the opportunity for businesses that leverage Account Based Experience (ABX) in the years to come is enormous.

There is a gap in the market for high-quality ABM programs—buyers at accounts require account intelligence solutions but are not always engaged effectively and do not find the custom-tailored programs they are looking for.

This session explores how marketers can achieve true ABM and make the leap to ABX—a client-centric buying experience that resonates with buyers and keeps brands top of mind when they are ready to engage.

Attendees will learn:

How to create organisation-wide alignment to move from ABM to ABX
How to implement ABX in four actionable steps
How to optimise revenue potential by focusing on buying committees with opportunities rather than whole accounts

Moderated by Mukesh Rajpurohit, Vice President APAC Sales, INFUSEmedia

Sujoy Sen

CMO, Asia, Kyndryl

Kishore Modak

General Manager, APJ Marketing, HPE

Scott Combes

Head of JAPAC Public Sector Marketing, Google Cloud

BRAND TO DEMAND

Track hosted by:

THE VALUE & IMPACT OF BRAND BUILDING FROM A CEO's PERSPECTIVE

Collaboration and stakeholder buy in can be one of the biggest challenges for marketing leaders today. Let’s look at the role collaboration, innovation and alignment can play from two CEO’s perspectives. Using a real life case study of building brand salience, join thought leaders Robert Gilby, Regional CEO (Dentsu Group) and Howie Lau, Managing Partner, Corporate Development and Partnerships (NCS) in an open discussion on:

How open and trusting collaboration can lead to remarkable results.
How to inspire and align internal and external stakeholders to build personal affinity in B2B brand building.
How to not alienate a loyal customer base whilst driving new segments.
How to balance short-term results while focusing on long-term brand building.
How to navigate other stakeholders. How to explain to your CFO and board members on the value of investing in a brand, and how you can create a board-friendly brand strategy and make brand investment tangible.

Moderated by Robert Gilby, Regional CEO, Dentsu

Howie Lau

Managing Partner, Corporate Development & Partnerships, NCS

Robert Gilby

Regional CEO, Dentsu

12:05

CHOOSE YOUR TRACK:

TRANSFORMATION & CHANGE

Track hosted by:

EMBRACING MARKETING TRANSFORMATION IN A TIME OF UNPRECEDENTED INNOVATION

The traditional marketing landscape has been disrupted by advancements in technology, changing consumer behavior and the rise of digital platforms and AI. To stay competitive and relevant, organizations need to adapt their marketing strategies and embrace transformational approaches to ensure that they are responding to their customers to exceed expectations.

Marketing transformation is not for the weak hearted. Marketing leaders that have led their teams through a transformation can definitely attest to that. It is not about adopting the newest buzz technologies like generative AI (gAI) or revamping strategies. It is about empowering people to drive change and become catalysts for innovation. My panelists today will share their insights, experiences and strategies for navigating this evolving marketing landscape. They will discuss the role of technology, data-driven decision making, customer centricity and departed organizational culture plays in driving successful transformations.

Moderated by Mavis Liew, Executive Partner & Principal Analyst, Forrester

Bhupesh Lall

VP Marketing APJ, Workday

Jezmynn Koh

VP Marketing, APAC, Fujitsu

Nicholas Kontopoulos

VP of Marketing, APJ, Twilio

LEVERAGING ABM FOR DEMAND

Track hosted by:

ENGAGEMENT AS THE NEW FOCUS FOR DEMAND - LEVERAGING ABM

Schneider Electric embarked on its ABM initiative, with a primary focus on the Consumer Packaged Goods (CPG) sector in the APAC region. The challenge was to identify the most promising target accounts and effectively pinpoint the key decision-makers and influencers within those accounts. As they progressed, the task became even more demanding, requiring active engagement to convert these audiences into actionable leads for Schneider Electric. Chris and his team devised a comprehensive ABM program that involved tailored content creation, precise audience identification, and strategic approaches to foster meaningful engagement. They successfully established a sustainable model for ongoing engagement with their target accounts. Chris will share his experience in navigating such intricate scenarios and establishing effective methods for continuous engagement.

Palo Alto Networks has had significant success in its ABM strategy, empowering the sales team to achieve focused and meaningful engagement. During this session, Min will delve into the specific obstacles that marketers often face when implementing the ABM strategy, specifically on one-to-few and one-to-many approaches. Participants will gain valuable insights on overcoming these challenges and optimizing their ABM efforts to achieve enhanced results. The focus will be on utilizing digital platforms and touchpoints strategically to foster meaningful interactions with target accounts, leading to increased conversions and overall campaign success.

Moderated by Mukesh Rajpurohit, Vice President APAC Sales, INFUSEmedia

Min Erh Mah

JAPAC Marketing Director, Cortex & Prisma Cloud, Palo Alto Networks

Christopher Quinn

VP Marketing APJ, Schneider Electric

GROWING BRAND WITH DEMAND

Track hosted by:

GROWING BRANDS THROUGH CUSTOMER EXPERIENCE

Join us for a fireside chat centred around redefining customer experiences. Dive into the heart of a client-centric approach that shifts priorities, making clients the cornerstone and not a luxury. Find out how data-driven strategies and martech can create tailored experiences that resonate. Delve into the art of crafting seamless customer journeys, understanding how a frictionless experience fuels satisfaction and loyalty, and driving down acquisition costs. Discover how measuring the impact of these strategies becomes a game-changer. Finally, peer into the horizon of customer engagement, unravelling the trends and technologies set to revolutionise interactions. Join us for a dialogue that will shift paradigms and illuminate pathways to unparalleled customer excellence. We’ll aim to cover:

- Strategies to ensure the client experience is prioritised
- Examples of creating and implementing a seamless and frictionless customer journey
- What KPIs matter most when measuring success when it comes to client experience?
- Trends and emerging technologies that marketing leaders expect to be of particular importance in the future.

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

Sophia Ong

Branding, Communications & Marketing Lead, Singapore Post

Siew Ting Foo

Global Head Brand and Insights, HP

Prantik Mazumdar

Managing Director, CXM Group, Dentsu International

12:45-01:55

NETWORKING LUNCH

1:55

Round-Tables B2B marketing conference sydney australia 2019

Deep Dive Group Sessions

CHOOSE THE SESSIONS MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

As one of the forum highlights, join your peers for these one hour group discussions.

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

GTM STRATEGY & LEADERSHIP

MARKETING AS A BUSINESS LEADERSHIP FUNCTION, & HOW YOU GET THERE

“You’re more than just a marketer”. For many brilliant B2B marketers, this is often seen as a compliment from sales leadership. Whether you’re in HQ or a satellite office, brilliant B2B marketing can often seem unexpected or unique, and more than the stereotype of ‘just marketing’. The truth is, all marketers are rightful GTM leaders.

In this high energy presentation, action-packed with practical take-aways, you’ll learn why marketing (wherever it fits in the global structure), is the rightful leader and creator of GTM strategy, and how you and your teams can fulfil that role to deliver sustainable business growth.

You’ll learn:

Creating an impactful go-to market strategy that aligns with business goals and targets
How to ‘show up’ as a marketer to lead the change and get buy in from sales
Building the credibility of the marketing department by educating and aligning senior stakeholders and sales leaders.

Moderated by Rajhev Rajkumar Director: Strategic Growth, CAPITAL-e

Jezmynn Koh

VP Marketing, APAC, Fujitsu

Tejaswini Tilak

VP Marketing APAC, Digital Realty

LIFECYCLE MARKETING

FROM DEMAND, BDR, SALES & PARTNER TO REVENUE

Integrated marketing doesn’t stop at the creation of an opportunity. Learn how the APJ marketing team at Boomi has transformed their integrated marketing, taking ownership of leads and opportunities through the full funnel and how this has increased deal velocity and closed opportunities.
Stephanie will share 3 steps to drive more new business (revenue and new logos), how marketing nurture long term opportunities while sales focus on closing the quarter:

The integrated net new demand generation strategy
How they collaborate with BDR and Sales to ensure early stage funnel keeps progressing
How they keep mid stage sales funnel opportunities warn with pre-sales, consulting and partners

Moderated by Mansour Mbaye, Head of Growth, APAC, Merkle

Stephanie Dechamps

Head of Marketing APJ, Boomi

STORY TELLING & SOCIAL SELLING

CASE STUDY: DEVELOPING THOUGHT-LEADERSHIP THROUGH CONTENT MARKETING & SOCIAL SELLING

As a 110 year old traditional shipping company, Maersk only five years ago built their first, customer first, B2B marketing team. In a highly competitive industry, the new strategic marketing function was tasked to reposition the business from selling “containers” to full-service end-to-end logistics company.

During this session Ross will focus on how his team has empowered Maersk’s very loyal employee base to share Maersk’s transformation story through paid and organic LinkedIn storytelling campaigns.

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

Ross Gearing

Regional Head of Marketing, APAC, Maersk

02:40

CHOOSE YOUR DEEP-DIVE SESSION:

GROWTH & GTM UNDER CONSTRAINED CONDITIONS

GROWTH & ALIGNMENT: BALANCING YOUR GTM UNDER CONSTRAINED CONDITIONS

Developing a GTM strategy is complex enough with moving targets (generally upwards), complex channels, regional office, sales leadership and more. When marketers are under more constrained conditions, be it budget, headcount, reduced external or internal support, it can be all the more difficult.

What channels do we use – and optimally – to balance the ask of targets with the pressure of budget
Long term vs short term value – how to build stakeholder consensus and align metrics
How to balance top-down pipeline targets set while expecting immediate results
Measuring what matters and amplifying the KPIs for all stakeholders to align

Moderated by Tim Johnston, Sr Marketing Director APJ, ON24

Prem Akella

Director - Southeast Asia and Korea Marketing, VMware

CONTENT MARKETING

CONTENT THAT CUTS THROUGH THE NOISE

With so much great content being produced, by so many great marketers and companies competing for the same audience, how do you get cut through?

How do you become to be the “signal in the noise”?

In addition, we’ll discuss:

How to take a piece of hero content, atomise it, re-package it, energise it and activate it across channels.
We’ll explore how you find a niche theme or topic, own it and be seen as a thought leader.
How do you leverage this across webinars, podcasts, social, events and more?
And how do you do this creatively and through a lens that gets cut through and meaningful engagement?
Lastly, is there a way to effectively leverage what you get from HQ?
Involving Thought Leadership within the content strategy while distinguishing it from standard “marketing materials”
Ensuring & extending the lifecycle of content – revising, reviving and increasing contents usage into bite size pieces.
Storytelling– the importance of connecting with your audience/customers

Moderated by Kim Richards, Head of Marketing, Mahlab

Robyn Johnston

Associate Director, Marketing - International Coverage, FIG & Tech, ANZ

Rumi Hardasmalani

Associate Director, Insights, Marketing & Communications APAC, Colliers

ATTRIBUTION, REPORTING & ROI

FROM COST CENTRE TO REVENUE ENGINE: REPOSITIONING YOUR MARKETING INTERNALLY

Over 53% of marketing teams say that they are perceived as cost centers, not revenue engines. In times of uncertainty, the CFO’s scrutiny of marketing spend will only increase. Forrester found that implementing closed-loop attribution can drive a 15%-18% lift in revenue. Now is the time to revisit your attribution strategy and ensure that you have the right technology in place to prove your impact on the business’ bottom line.

Join us for this informative session to discuss how the right attribution strategy can help you make the most of every marketing dollar.

In this session, we’ll address how to:
• Measure the value and ROI of every interaction across the customer journey
• Understand what’s working and what’s not to optimize marketing spend
• Increase qualified leads, pipeline, and revenue without increasing budget
• Tie marketing investments to revenue and prove marketing’s contribution

Moderated by Tushar Warrier, Head of Marketing & Growth, Green Hat

Jaslyin Qiyu

Head of Client Marketing & Digital Capabilities, Citibank Singapore

Ross Gearing

Regional Head of Marketing, APAC, Maersk

03:20

AFTERNOON COFFEE & NETWORKING BREAK

DEMAND GENERATION

03:40

Daniela De Martini
Global Channel Marketing Manager
Johnson Controls

Lily Carlyon
Head of Strategy and Performance
Mahlab

DRIVING TARGETED DEMAND ACROSS THE GLOBE

Engaging your target buyer and convincing them to engage with your brand is no easy task. Throw in a niche market and multiple geographies across Asia, Europe, the Middle East and LATAM and the job gets even more complex.

Find out how Hitachi is navigating this complexity to drive demand for its products around the world.

In this session Hitachi’s Global Channel Marketing Manager Daniela De Martini and Mahlab’s Head of Strategy Lily Carlyon will provide insight into:

• How to create a global demand generation strategy, and localise it to support each market’s growth objectives, resourcing levels and customer needs.
• How to drive cross-market collaboration to share insights and learnings, without losing local focus.
• How to create an agile paid media strategy that ensures you’re getting the most out of your media budget.

They will also deep-dive into some of the lessons and challenges they faced along the way.

Session sponsored by Content Marketing Partner:

AI IN B2B MARKETING

04:05

Eric Greene
Principal AI Architect

REVOLUTIONISE YOUR MARKETING STRATEGIES WITH GENERATIVE AI

A Roadmap for Forward-Thinking Marketing Leaders

Join us for an exciting presentation where we unravel the dynamic world of Generative AI and its potential to revolutionize marketing strategies.

Eric Greene has over two decades of advancing AI and analytics adoption across industry leaders like Amazon, Teradata, Wells Fargo and Sony, giving him a unique insight into the application of Generative AI to today’s business problems. Eric is currently leading the expansion efforts in the Asia Pacific region for Anyscale, the USA company that provides foundational AI capabilities to OpenAI, Wesfarmers, Uber, Spotify, Visa, Dow Chemical and a rapidly growing list of companies that understand the importance of AI to their business.

Eric will start by introducing generative AI, illustrating its functions, and exploring its transformative role in marketing through compelling use cases. From content creation to personalized advertising, he will demonstrate how AI is already reshaping the marketing landscape.

Eric will then walk through how to construct an effective AI roadmap for your marketing initiatives, identifying and prioritizing areas where generative AI can provide the maximum impact. He will discuss potential challenges in adopting AI, such as data privacy and technology integration, and offer guidance on how to navigate these obstacles.

The session will conclude with live Q&A, ensuring your specific queries about the integration of generative AI in marketing are addressed. Join us to leverage the power of AI, revolutionizing your marketing approaches and steer your organization towards the future.

04:50pm

END OF DAY ONE & NETWORKING DRINKS

Conference Day One - Wednesday 16 August 2023

Conference Day Two - Thursday 17 August 2023