Conference Day One

BOOK NOW TO SECURE YOUR PLACE. LESS THAN 20 TICKETS LEFT.

08:30

REGISTRATION & BARISTA COFFEE

09:00

WELCOME AND OPENING REMARKS

Kevin Chew
Forum MC VP Corporate & Business Development
Emma Roborgh CMO B2B Marketing Conference Sydney Australia 2019
Emma Roborgh
Founder & CEO
09:10

MARKETING LEADERSHIP

THE ROLE OF THE CMO AS A BUSINESS LEADER FIRST, MARKETER SECOND AND THE CEO’S TRUSTED ADVISOR

In this session you’ll learn how to re-educate the leadership team that marketing is a business leader first, marketer second and how to elevate the view of marketers as strategic leaders of growth.

You’ll learn:

  • Positioning the CMO as a business centred leader first, marketer second
  • The importance of business acumen vs focus on brand in isolation of the business
  • 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
  • Stakeholder engagement – work your network – how to be present and stay relevant in their worlds.
Tim Yeaton Global CMO RedHat B2B Marketing Conference Singapore 2019
Tim Yeaton
Global CMO
09:35

FROM CMO TO CEO! - CMOS AT THE LEADERSHIP TABLE AND BEYOND

CEOs that recognise that marketing operates as profit (not cost) centre give their CMO a seat at the leadership table. In order to get there, marketers need to provide a clear view of marketing’s contribution to revenue, growth and bottom line results.

The increasingly larger role of marketing leaders today is to take ownership of the customer journey and lead digital transformation provides increased opportunities for future CMOs to move closer to the CEO role.

Renee will share her personal journey from CMO to CEO and:

  • The need for CMOs to understand that most CEOs have a direct obligation to their board to drive a growth agenda
  • How being data and revenue driven brings power and is helping CMOs gain more weight around the CXO table – aligning marketing metrics to business financials
  • Finding the right metrics – what does commercial acumen as a CMO look like?
  • Putting analytically-centred marketers in strategic roles and making them strategic P&L leaders who “own” brand results and are accountable for total business results
  • The power of customer leadership – how customer engagement and insight needs to be at the heart of your leadership success
  • The additional skills requirement – building commercial and financial acumen
Renee McGowan CEO Asia Mercer B2B Marketing Conference Singapore 2019
Renee McGowan
CEO Asia
10:00

DRIVING CHANGE THROUGH INCLUSIVE MARKETING

With diversity and equality now recognised as key drivers of both good corporate citizenship and smart business practices, marketers are on the front line when it comes to ensuring these concepts are enacted through inclusive marketing practices, not just talked about.

In this session, we look at six principles for inclusive marketing and how Salesforce activates this approach on a local, regional and global scale; providing a foundation for marketers to drive and champion the Age of Equality.

Wendy Walker Salesforce B2B Marketing Conference Singapore 2019
Wendy Walker
Senior Director Marketing APAC
10:30

NETWORKING MORNING COFFEE BREAK

11:00

ENTERPRISE CMO

Hosted by

Salesforce at B2B marketing conference in Sydney and Singapore 2019 and australia
Moderated by Byron Munson, Region Vice President Asia Pacific, Salesforce

DRIVING & LEADING TRANSFORMATIONAL CHANGE

Bridging to the future- Driving and leading Marketing transformation

During this session we’ll dig deeper into driving marketing transformation that CMOs need to undertake to lead change and stay relevant. We will cover

  • The confluence of forces shaping Marketing landscape
  • Cisco Case study on marketing transformation
  • Key skills required to navigating the transformation
  • Advice for organisations looking to embark on such a journey
Rashish Pandey Director of Marketing Cisco B2B Marketing Conference Singapore 2019
Rashish Pandey
Senior Director, Marketing, Asia-pacific, Japan & Greater China

SMB CMO

Hosted by

Moderated by Kate Mallord, Senior Content Marketing Manager, APAC LinkedIn

IGNITING CORPORATE INNOVATION & TRAILBLAZING CHANGE

With 12 years at Google in B2B marketing roles, Jenn joined Social Enterprise NTUC Income’s Digital Transformation Office last year to drive the digital transformation. Not just a vertical but across all levels of the business.

During this session she’ll share how she uses digital, growth hacking and leads through change.

  • Driving cultural change – from product to consumer centricity
  • Driving data understanding through the whole organisation
  • The growth hacking team – the new digital transformation
  • Implementing the single-customer-view
Jenn Villalobos
VP & Head - Digital Business

EMERGING LEADERS

MAPPING OUT THE B2B MARKETING CAREER PATH

Moderated by Emma Roborgh, Founder & CEO, B2B Marketing Leaders Forum

In this session we’ll share advise for navigating the career paths and options available for B2B marketers.

We’ll discuss the importance of:

  • Which skillsets are most in demand to boost your career
  • Specialist versus generalist skills to gain a solid experience foundation to navigate data, martech, analytics and more.
  • Agreeing and understanding your KPIs – how to provide relevant metrics to management.
  • Advice for working with sales and other stakeholders.
  • Demonstrating resilience, passion and drive while continuously learning and evolving.
  • Communicating  the art of marketing to the C-suite
Wendy McEwan Head of Marketing and Comms Knight Frank B2B Marketing Conference Singapore 2019
Wendy McEwan
Head of Marketing & Comms APAC
11:30

ENTERPRISE CMO

THE ART OF BUDGETING - FROM ALLOCATION TO ATTRIBUTION: MAKING TRANSFORMATIONAL MARKETING INVESTMENTS

In this session we’ll share how CMOs use budgets to drive
marketing, transformation and get the stakeholders on board.
You’ll learn:
• Planning from allocation to attribution.
• Delivering and demonstrating value – creating the
marketing dashboard and reporting.
• Insourcing, outsourcing and optimising the marketing
supply chain.
• Critical marketing infrastructure decisions.
• Aligning the team around spend.

Lynn Huang Freeman
Senior Director of Marketing APAC
Wendy Walker Salesforce B2B Marketing Conference Singapore 2019
Wendy Walker
Senior Director Marketing APAC

SMB CMO

CREATING THE MARKETING REVENUE WITH LIMITED RESOURCES

This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources.

Ljubica will share how she’s changing the “cost-centre” role and perception of marketing to a genuine revenue driver. She’ll explain how she achieves this through a comprehensive and holistic change management program across strategy, teams, culture, operations and programs by stretching her limited resources across the APAC region. She’ll share success stories, lessons learned and good practices.

She’ll also discuss and share a copy of her “B2B Marketing Playbook” that supplements the marketing plan and clearly shows the business how marketing is going to deliver revenue. The Playbook covers the ‘’What, Why, Who and How’’ and is an exclusive gift for session attendees.

ljubica radoicic marketing director apac hexagon ppm b2b marketing conference sydney australia 2019
Ljubica Radoicic
Marketing Director APAC

EMERGING LEADERS

B2B DIGITAL, SOCIAL & CONTENT MARKETING

After a decade in business development and strategy that included a three-year stint in New York, Tommy moved back to Singapore last year to redesign the EDB’s marketing programs. His team is now responsible for inbound marketing programs that reach businesses globally and contribute to new business and growth.

In this session, he will share his lead generation and nurturing programs that are based on B2B marketing best practices in digital, content and social. He will reveal how his team was able to more than quadrupled quality leads by

  • Building customer journey maps
  • Creating content based on customer persona and needs
  • Delivering personalized customer experience with marketing automation and other martech tools
  • Making decision based on data, experience, and intuition
Tommy Zheng
Marketing Director
11:50

ENTERPRISE CMO

ENTERPRISE CMO PANEL

  • What are your most important marketing objectives and how are you realigning your marketing budgets and activities to
    achieve these?
  • The emotional pains and the challenges around building and executing your budget
  • Portfolio Management – moving budget between teams and the impact on resources and people
  • Team Performance Management
  • The perception of CMOs as revenue and growth drivers – we’re are we at?
  • The future of the CMO vs Chief Growth Officer and other new titles.
Robin Seow
Head of Global Marketing- Group Enterprise
Liz Fendt
Global CMO
Rashish Pandey Director of Marketing Cisco B2B Marketing Conference Singapore 2019
Rashish Pandey
Senior Director, Marketing, Asia-pacific, Japan & Greater China

SMB CMO

SMB CMO PANEL

In this session we’ll dig deeper into the CMO job at SMBs.

The panellists will share:

  • How they invest and spend their budgets – what they’re investing more, less in and how they get more budgets
  • Spend per channel: Branding/Creative, Website/Re-design, SEO/PPC, Social media, Advertising, Content, Events, Martech, PR and more
  • Getting business buy in for new projects/ initiatives
  • Stakeholder management
  • Focusing on the foundation of growth – the talent of your growth team
Fiza Malhotra CMO Space Matrix B2B Marketing Conference Singapore 2019
Fiza Malhotra
Global CMO
Tommy Zheng
Marketing Director
Leslie Beckman
Senior Director of Marketing, APAC
Filippo Stefanelli
Chief Marketing Officer

EMERGING LEADERS

EMERGING LEADERS PANEL

As you aspire to the next step in your marketing career, this panel of marketing leaders will share actionable advice and strategies to help you build your roadmap to career success, in addition to insights and lessons learned from their own career journeys.

  • The areas and experiences crucial to build now to set the foundations for personal growth
  • How to self-educate, keep up to date, stay relevant and grow your personal marketing brand
  • Developing your commercial mindset – always focus on growth and revenue.
  • Getting executive buy-in to secure budgets for your marketing initiatives
Elaine Wu
Head of Global Enterprise Marketing
Harikumar Rajasekhar VP, APAC Head of Digital & Social Media Comms Deutsche Bank B2B Marketing Conference Singapore 2019
Harikumar Rajasekhar
VP, APAC Head of Digital & Social Media Comms
Melissa Teoh
Chief Marketing Officer
VC John
Regional VP Marketing BFSI - APJ, MEA
12:35

NETWORKING LUNCH

Round-Tables B2B marketing conference sydney australia 2019

GROUP SESSIONS

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

Each discussion 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!

* Subject to availability. Popular topics will fill up quickly. Delegates who have already registered will get first choice of sessions.

13:30 - 14:10

SALES & MARKETING ALIGNMENT

KILLING MQLS - BUILD YOUR DEMAND & LEAD GEN FRAMEWORK

Learn how more and more marketers are getting rid of MQLs as a marketing metric.

During the morning session today Ljubica shared her ”B2B Marketing Playbook” that supplements the marketing plan and clearly shows the business how marketing is going to deliver revenue. During this Groups session we’ll deep deeper into her Demand & Lead Generation framework and we’ll workshop the Funnel, Lead Definitions (IQL/MQL/SQL/SAL) and Sales & Marketing Service Level Agreements (SLA).

Learn the insights and strategies for creating successful sales & marketing SLAs

  • Do you have shared KPIs of revenue and pipeline?
  • Do you have a mutually agreed service level agreement?
  • What is your lead qualification and handover process?
  • Does your reporting make sense to the business?

Moderated by: Emma Roborgh, Founder and CEO, B2B Marketing Leaders Forum

ljubica radoicic marketing director apac hexagon ppm b2b marketing conference sydney australia 2019
Ljubica Radoicic
Marketing Director APAC

MANAGING MARTECH & DEMAND GENERATION

THE TOOLS NEEDED TO TURN MARKETING FROM COST TO REVENUE CENTRE

An integrated CMS, CRM and Marketing Automation stack is imperative to get the closed loop reporting you need to prove marketing’s contribution to revenue.
But marketers are struggling managing these some time complex systems what need to be fully integrated in order to provide that crucial single customer view.
In this session we’ll share our stacks, best practice, pit-falls and learnings.

  • Customer and business drivers for implementing your MarTech stack.
  • Metrics used to define and measure impact and success.
  • How fully integrated stacks are aligned with sales, marketing and service along the customer journey.
  • Future vision and roadmaps.
  • And the secret ingredient of integration and talent.

Moderated by: Genevieve Tan, VP Client Services, Verticurl

Ada Ho
Director, Marketing Planning & Operations, APAC

Session sponsored by:

verticurl-wpp-logo

B2B CONTENT MARKETING

TACKLING THE WHY, HOW, WHERE OF B2B CONTENT MARKETING

During this session we’ll discuss the state of B2B marketing in APAC

  • From blogging for SEO to documented content strategy and ROI.
  • Collaboration – aligning content developers across the business to produce a unified and customer-centric approach to storytelling.
  • Create exceptional content that will engage your audience and grow your business.
  • Content for awareness, lead gen, nurturing, loyalty

Delivering a seamless and compelling customer journey through content, in line with the sales funnel.

  • Use of human emotion in corporate (B2B) content to get cut-through.
  • Channel integration and building content with efficiency/for less $
  • Creating a compelling and cost efficient omnichannel content program, through partner collaboration.
  • Driving strong customer engagement and cost efficiencies in content marketing
  • The measurement model (reach, relevance, effectiveness).
Oliver Arscott
Senior Content Manager, APAC
Joe Escobedo

KPIs, ROI, METRICS & ATTRIBUTION

In this group session, we’ll discuss re attribution, analytics, ROI, dashboards and data driven marketing.

You will learn:

  • How to set up attribution that works so teams can communicate the value of marketing to their business.
  • How to report on marketing metrics that matter – pipeline, revenue, ROI, brand awareness, lead conversion, pipeline performance, campaign ROI, first touch attribution and more.
  • How to use and understand your data and how to interpret what you’re seeing to help build strategy.

Please bring in a list of your metrics that you measure and we’ll discuss and compare.

Moderated by: Byron Munson, Region VP APAC, Datorama

Session sponsored by:

datorama logo

CHANNEL/ PARTNER MARKETING

MAXIMIZING BUSINESS VALUE WITH PARTNERS

In this Channel Marketing session, we’ll focus on tools that help build B2B channel partner’s capability. Today’s partners typically work variety of clients from retail to large institutional customers.

It implies excellence in marketing & sales operations. We’ll talk about the framework of behaviours and performance metrics that help channel partners to take their operations to the next level.

Partners who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers mindshare.

We’ll discuss:

  • Partner engagement.
  • Partner led demand creation, marketing contribution, ROI.
  • Driving better engagement and fuelling marketing performance with partners.
  • Providing a seamless partner experience.

Moderated by: Mona Lolas, Managing Director APAC, VisumCX

Nandagopal Ethirajulu

Marketing & Sales Excellence

Round-Tables B2B marketing conference sydney australia 2019

GROUPS SESSIONS

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

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!

* Subject to availability. Popular topics will fill up quickly. Delegates who have already registered will get first choice of sessions.

14:20 - 15:00

CONTENT ROI & ANALYTICS

THE GREAT CONTENT MARKETING BRAIN (AND BUDGET) DRAIN

B2B marketing organisations invest a significant proportion of their budget into content strategy and creative execution, however, getting that shiny new asset produced is the easy part. The bigger questions is – do your salespeople and customers actually engage with your content?

Join this session to explore some of the most common content questions that B2B marketers get asked, and that often go unanswered, including:

  • Ensuring sales use the right content, for the right opportunity, at the right time
  • Keeping content always up-to-date, on-brand, and brand compliant
  • Eliminating time spent by creating unused assets
  • Creating more effective, insights-driven sales materials
  • Understanding average page views, the length of time readers spend on content and what content drives the most engagement
  • Measuring how much revenue the content effort is driving.

Moderated by: Richard Kulkarni, VP APAC, Seismic

Todd Bates Head of International Marketing B2B Marketing Conference Singapore 2019

Todd Bates

Head of International Marketing

Session sponsored by:

Seismic

B2B PERSONA & JOURNEY MAPPING

CUSTOMER JOURNEY MAPPING HAS BECOME A FAVOURITE TOOL FOR VISUALISING EVERY EXPERIENCE YOUR CUSTOMERS HAVE WITH YOU.

In this session we’ll discuss how:

  • You create them and what is the best way to use them
  • What is customer journey mapping and how do you do it?
  • How to research your customer journey map.
  • How to use and execute on your customer journey map.
  • Examples of customer journey maps.

Moderated by: Mona Lolas, Managing Director APAC, VisumCX

Justine Arscott

Senior Marketing Manager

FOCUS ON CHINA

B2B MARKETING IN HONG KONG & CHINA

Directing Marketing at Hong Kong’s oldest largest law firm.

  • Bringing social media and WeChat to the forefront
  • Focus on BD Team Development. A Hong Kong perspective on high performing teams.
  • Persona development and journey mapping for the Chinese B2B market
  • Overcoming cultural, language, legal challenges
  • Localisation for the China market
Jayson Williams Head of Marketing & Business Development Deacons B2B Marketing Conference Singapore 2019

Jayson Williams

Director of Marketing & Business Development

Xiaofeng Wang

Senior Analyst

ACCOUNT BASED MARKETING (ABM)

FROM LAUNCHING TO SCALING ABM

Learn the steps to successfully launch your ABM strategy to build awareness, drive demand, and enable sales to convert engaged accounts.

Hear the tactical plan to put into action, the metrics used, and the lessons learned along the way.

  • Best practices for launching your first ABM program
  • From choosing accounts, identifying their buying committees and personas and success metrics.
  • What you need to create a foundational ABM tech stack designed to scale with you.
  • Unify sales and marketing with ABM, and get your CEO on board too!

Moderated by: Nicolas Gillard, Sales Director, APAC, MRP

Leslia Beckman Marketing Director Malwarebytes B2B Marketing Conference Singapore 2019

Leslie Beckman

Marketing Director

LEADERSHIP

DEVELOPING AND MOBILISING HIGH PERFORMING TEAMS ACROSS ASIA

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 session we’ll be discussing:

  • 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 nurture a high performance environment sustained over long periods of time
  • Managing change, resilience and burn-out
  • Localisation – managing cross-geographical teams

Moderated by: Emma Roborgh, Founder and CEO, B2B Marketing Leaders Forum

Malte Weyhe

Director APAC Marketing

15:00

AFTERNOON NETWORKING COFFEE BREAK

15:30

B2B CONTENT MARKETING & SOCIAL SELLING

SOCIAL SELLING FOR RED HAT’S EXECUTIVE TEAM - FROM IDEA TO REVENUE CONTRIBUTION

Helen will share the process of how Red Hat developed the region’s executive team’s thought-leadership profiles for their regional social selling program.

She will explain the strategy behind social selling and how, supported by data, it really does deliver results

  • 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
Helen Kim Senior Director of APAC Marketing Redhat B2B Marketing Conference 2019

Helen Kim

Senior Director & Head Of Marketing Asia Pacific

15:55

SALES & MARKETING ALIGNMENT

CUSTOMERS, COMPETITORS AND INDUSTRY - CLOSING THE INSIGHT-TO-ACTION GAP

Two years ago, faced with the compelling need to “put the customer at the heart of everything we do”, Amit’s team developed a platform that could provide an in-depth understanding of the customers, competitors and industries their customers played in. The aim was to enable the sales force to adopt their conversations with insight led, differentiated, value-based information.

The Insights Platform was developed to provide real time account and market intelligence on the go and curating customised content that would drive customer conversations and have a direct impact on the entire sales funnel.

Amit will share how the award winning Insights Program was developed to:

  • Develop a deep understanding of 1000 key accounts, competitors, products and services, technologies, markets and segments
  • The Data Sciences Dashboard which leverage all the internal and external data about an account and customer intent and then predicts cross/up sell for every account
  • Create a platform that enables the sales force to access real time insights on the go, 24*7 helping sales act as consultants rather than vendors
  • The results of the end-to-end revenue generating function with a clear strategy and steadfast focus on customer value delivering direct business impact
Amit Sinha Roy CMO Tata Communications Marketing Conference Singapore 2019

Amit Sinha Roy

VP Marketing

16:20

RE-THINK B2B MARKETING

ARCHITECTING TEAMS TO DELIVER CONSISTENTLY INNOVATIVE (AND SUPER SUCCESSFUL) RESULTS

We’re splendid at implementing campaigns. We’ve got blog, video and podcast metrics down. We target specific audiences. Our customer journey is just right. But we’re still struggling to break down silos, create emotionally driven experiences and tell jaw-dropping stories. What if it’s not the technique and technology, but the blend of talent we have behind the scenes? What if, instead of thinking like a B-school grad we thought more like architects of this crazy thing called marketing?

 

In this fast-paced presentation, best-selling author and marketing executive Carla Johnson will teach us the six archetypes every B2B marketing team needs to succeed with consistently innovative content. She’ll show you how to go beyond tactics and put the spotlight on talent. You’ll learn how to avoid the missteps that lead to hearing “we don’t do it that way,” and firmly plant your feet with successful creativity, relevance and value with your work. You’ll walk away ready to assemble and lead an amazing team of marketers that consistently deliver innovative results every time.

Carla Johnson With US Flag
Carla Johnson
Author of 8 books, one of USA's top experts in B2B, digital & content marketing
17:00 - 18:00

NETWORKING DRINKS

Sponsored by:

Seismic
CMO B2B Marketing Conference Sydney Australia 2019

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