Wednesday 21 August 2024
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Rajhev Rajkumar
Event MC
Director, Strategic Growth
CAPITAL-e
Reporting to a global HQ, how do we gain local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office and ensuring HQ understands local market dynamics so we can focus on driving a regional agenda.
During this session we’ll hear how, for seven years, Karen (Global CMO) and Donna (ASEAN CMO) built up a close alignment, ensuring Asia had a strong voice in the over 2,500 strong, across 140 countries, EY Global Marketing Team led by Karen.
Last month Karen took on a new role as Future of Transformation – Global Program Leader at EY Consulting.
Karen Hopkins
Future of Transformation – Global Program Leader (Former Global CMO)
Ernst & Young
Donna Liew
Asean Regional Leader and Director, Brand, Marketing and Communications
Ernst & Young
Joanna Kalenska
MD, Global CMXO
HSBC Asset Management
Adeline Goh
CMO
FUJIFILM Business Innovation Singapore
Abigail Crosby
Managing Director
Dentsu B2B
Jake Hird
VP, APAC, Strategy & Solutions
Dentsu B2B
In this keynote, your speakers will explore the transformative role customer-centricity can play in B2B marketing. With half (50%) of B2B buyers say that a poor experience is a primary reason for switching vendors, meeting customer expectations is more important than ever before. Drawing on real-world examples and insights, the session will share strategies for fostering a customer-driven mindset within B2B marketing, enabling adaption and innovation, to unlock new opportunities.
Attendees will gain practical takeaways on leveraging CX as a platform for creating competitive edge as the session examines:
Session sponsored by:
Global Branding. Personal Connections.
In this session, we explore how a brand can make its message relevant on a personal level across every region and in every single local market. We will then take a deep dive into a global Lenovo campaign created by Dentsu B2B APAC that let cool tech warm the hearts of its users in every corner of the world.
Interactive panel and Q&A:
B2B businesses think they know how to market and sell to buyers. Or do they? Our APAC B2B Buyer Journey Research Report uncovers important insights into the behaviour of B2B buyers and outlines implications and actions for marketers.
In this session, we will unpack these five APAC nuggets:
Ben Munroe (Cloudflare) and Adeline Goh (FujiFilm) will each present their points of view on the research through the work they are doing at their organisations. They then join Green Hat on a panel to discuss how they are transforming their approach from being predominantly sales-led to being marketing-led.
Pick up a printed copy of the APAC B2B Buyer Journey Research Report at the session.
What earns marketing a seat at the leadership table is knowing your ROI, revenue contribution and being able to walk into a board room and report and defend your data.
Moderated by Krishna Kumar C, Senior Director, MarTech Experience, Ogilvy One
As one of the forum highlights, join your industry peers for these 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.
From Leads to Buying Groups
While recent research by Forrester highlights that 93% of buying groups consist of two or more people, studies from 6sense and INFUSE reveal that the average number of decision-makers in buying groups has risen to 10. Surprisingly, only 10-15% of stakeholders actively engage in the buying process — the majority of their research conducted in dark funnel. This underscores that up to 70% of the buyer’s journey remains anonymous.
As Veeam organization prepares to propel itself to the next stage of growth, its marketing strategy must evolve in parallel. This session explores how Veeam Software is transforming their approach to driving pipeline growth. By shifting focus from leads to targeting entire accounts and understanding buying committees, Veeam realigned their marketing and sales efforts to capitalize on account-based opportunities.
Panel followed by interactive Q&A and round-table discussions
B2B marketers in IT/Tech/SaaS/Cloud will share their views on a broad spectrum of topics including:
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.
Panellists will share their main challenges and opportunities as B2B marketers in Banking, Financial Services and Insurance:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Panellists will share their main challenges and opportunities as B2B marketers in professional services including:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Case study: How to drive commercial outcomes in the manufacturing industry – a full-funnel view
Round-table discussion
We’ll discuss our main challenges and opportunities as B2B marketers in Manufacturing including:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Gus Wick
Business Director ASEAN
Mahlab
Kim Richards
Head of Marketing
Mahlab
In the fast-paced world of B2B marketing, the ability to effectively target and engage high-value accounts can be the difference between moderate success and exceptional growth.
Mahlab, a leading APAC business communications house, has more than a decade of experience in delivering cutting-edge ABM strategy, and will share insights that are crucial for unlocking the potential of your most lucrative accounts.
In this session, Mahlab’s Head of Marketing, Kim Richards, and ASEAN Business Director, Gus Wick, will dive into the core principles of ABM, uncovering how personalised and data-driven marketing strategies can transform your approach to B2B marketing.
They will discuss the importance of aligning marketing and sales teams to create a unified front, essential for penetrating top-tier accounts.
The session will provide actionable insights on how to understand customer needs to enhance the effectiveness of your ABM efforts.
Key takeaways include:
Session sponsored by:
Elaine Wu
VP & Global Head of Marketing
Alibaba Cloud
The impact of AI on digital marketing and emerging technologies and the AI-impacted B2B marketing landscape of yesterday, today, and tomorrow.
During this session, Elaine who is the Head of Global Marketing, alibabacloud.com and strategic development for Alibaba Cloud International will share:
Jon Stona
VP & Global Head of Marketing
Airwallex
Jon, with a background at Google and Stripe, joined Airwallex, a Singapore-headquartered global financial platform, two years ago to spearhead their international expansion and growth through marketing.
Already at Unicorn status after its first year of operations, Jon is tasked to deliver on Founder Jack Zhang’s 10 year mission, making Airwallex one of the largest financial platforms in the world.
During this inspirational and high energy session Jon will share insights into leading hypergrowth and navigating the challenges of international expansion with marketing.
05:10pm
