09:30

A REFLECTION

During this opening session we’ll review the past two years and how it’s shaped our future:

• How the pandemic accelerated digital transformation initiatives
• How we all learnt to be Agile
• How we scrapped and re-wrote our marketing strategies overnight…and then again…and again…and again
• How our budgets and teams were affected
• How we demonstrated marketing’s commercial value to the business during the Pandemic
• How we managed the sales and marketing alignment virtually
• The big event pivot and what the future of events look like

10:00

WITHOUT COMPROMISE – WHAT IT TAKES TO LEAD A NEW CATEGORY

Progress is adapting to change and embracing the unexpected. You need to be flexible to grow—while never compromising on your foundational purpose. At 110 years old, IBM has been reimagined many times, with many offerings. How does a brand like IBM remain true to a deep core values and purpose, yet stay flexible to take on challenges like marketing in the highly competitive hybrid cloud space? Join Deon Newman, Global CMO & VP for IBM Cloud and Systems to hear:

• How to compete against an ever-changing landscape
• A deep industry segmentation strategy for attacking the market
• Building IBM’s challenger brand perception in Cloud
• The importance of working closely with partners

10:25

MAINTAINING A ``DAY ONE`` MARKETING CULTURE AS THE WORLD'S LARGEST START-UP

“Innovation is creativity combined with execution” – Jaspal Johl

With a background in Aerospace Engineering, Jaspal joined AWS five years ago to lead Digital Innovation and Transformation across APJ.
During this session he’ll share how he maintains a culture of innovation within the marketing team at AWS by creating a culture as the world’s largest start-up – “Day One”.

• What does a “Day One” culture look like
• How do you maintain a start-up culture when scaling
• How does that apply to marketing and make it tangible for marketers
• How do you encourage creativity and data-driven mindsets

11:50

Tracks

03:55

MANAGING HQ & ASIA

Global to region to countries.

During this session we’ll be discussing managing relationships and expectations in an increasingly global and centralised workplace.
Reporting to a global HQ, how do we gain local autonomy, flexibility and control, ensuring HQ understands local market dynamics so we can focus on driving initiatives that are highly relevant to the APAC region.

We’ll also discuss some of the biggest challenges faced when marketing into and leading teams across the vast amount of very different individual countries in Asia. Balancing local customer and sales demand vs the efficiencies and scale provided by a more regional focus.
Finding the balance when providing locally relevant messages and the global brand challenge when localising.

04:20

8 YEARS OF STRATEGIC ACCOUNT-BASED MARKETING SUCCESS AT FUJITSU

“At the end of 2013, we were in our planning cycle and I was thinking what we could do differently next year. How is marketing going to contribute to the business?”

Today Andrea Clatworthy is recognised as one of the “magnificent seven”, globally recognised ABM leaders by ITSMA. She was one of the world’s first adopters of ABM, and worked closely with Bev Burgess and ITSMA to codify ABM into a strategic marketing discipline. This is something that Fujitsu has embraced, and under Andrea’s leadership Fujitsu has become an ABM powerhouse. Today Andrea leads the development of Fujitsu’s own ABM intellectual property.

During this session Andrea will share her own eight-year journey of driving improved business results by ensuring Fujitsu’s excellence in ABM: Fujitsu’s global team includes an ABM board, structured training and a resource centre of excellence.

At the ground level Fujitsu ABMers work closely with sales and account managers to devise and execute strategies, campaigns and initiatives to open doors and deepen engagements with strategic and high growth customers across the globe.

Andrea will take us through her journey and the insights she has to offer to those seeking the same ABM success

• The initial roll-out in and what made it so successful
• The crucial account selection process
• The just as crucial account team selection
• Prioritising work – resource and budget allocation
• Measuring results
• ABM careers and training

“ABM is when you’re looking at the whole account over three years – it’s a marathon, not a sprint.”

09:30

A DATA DRIVEN APPROACH TO TRANSFORM MARKETING IMPACT IN NINE MONTHS

Stacy will share how to build confidence and support through data and insights to communicate how marketing is driving impact for the sales organization.
She’ll share:

• The need to support and enable every marketer to pivot data-driven marketing approaches to guide and optimise decisions
• How to build confidence to articulate the insights from the data, understand what’s working and what’s not and how to best share with the sales organisation
• What is the data telling us? – the need to remove the emotion from the discussion and decision making
• Understand the quality and propensity of the marketing signals
• How to educate the sellers to trust the marketing signals and insights (ie how it identifies new individuals in a buying-group)
• Leveraging shared dashboards to drive joint accountability – the closed-loop feedback that scales
• Striking the balance between data driven marketing and emotional/creative marketing

09:55

LEADING WITH MARKETING AS THE MULTIPLIER AT CISCO

As Head of Marketing APJC at Cisco, one of the word’s most valuable B2B brands, Joyce looks after a team of over 150 marketers across the APJC region. During this session she’ll take us through three major marketing transformations she and her team is driving at Cisco including:

• Moving away from short-term quarterly stop-start campaigns to a long-term, strategic campaign model and framework
• How insights led conversations with the sales org has transformed sales and marketing alignment
• Measurements, Metrics, ROI & Dashboard transformation away from pipeline contribution to engagement

10:20

OPTIMISING GLOBAL CAMPAIGNS IN THE REGION

Global campaigns have low regional adoption because they are insufficiently attuned to local market requirements. The result – regional and country teams spend too much originating campaigns or localising global campaigns. What if regional and country teams jointly developed global campaigns, minimising the need for additional localisation? In this session, we will introduce the Campaign Planning Optimization Process, including the steps for presenting global campaign leaders with clear, consolidated insight into local campaign needs.

Session sponsored by:

11:50

Only one track will be livestreamed - TBC:

03:00

ESG (environmental, social and governance) Marketing: CMO clarion call to drive ESG stewardship for branding and business impact

As the pandemic has prompted individuals to step back and review their lifestyle choices, it’s also triggered organisations and their executives to question their purpose and value within the overall business ecosystem. This has, in turn, increased the development of corporate social responsibility (CSR) initiatives, with more businesses feeling the pressure to respond to investors, the consumers and across the supply chain expectation for them to operate with a stronger social conscience.

ESG marketing, where promoting the environmental, social and governance attributes of a company’s strategy to its investors, buyers and other stakeholders in alignment with corporate purpose and mission is increasingly becoming the responsibility of of the B2B marketers.

It is no longer a CSR checklist or an environmental day branding shout-out, CMOs needs to weave ESG into the brand purpose, values and stories.

A company’s ESG marketing message builds its brand equity, financial worth and potential for true social impact.

We’ll discuss the role of marketing in driving sustainability, ESG (environmental, social and governance) agenda in brands and organisations

• The extent of shifting your brand purpose and story and its considerations to make it work: Many marketers are already weaving in and shouting out the ESG related actions/outcomes into your brand stories. But to what extent do you want to shift – rethinking your brand purpose, its values and down to its impact to every brand touchpoints. What are the considerations or tipping points that will affect your overall branding? Is it a solo marketing owned story vs one that all your leaders are embracing? Are your branding/marketing messages echoing the material and relevant ESG actions that your organization is taking?
• The roll-out: Align the ESG message pillars and stories with your C-suite, activate employees advocacy and involve/engage your clients and even, suppliers.
• The Best Practice: What are some of the great examples that we have seen globally, and close at heart in APAC?
• The Pitfalls: Authenticity vs Greenwashing. Activists. What are the pitfalls or taboos that marketers should look out for when advocating on ESG?

03:25

PERSONAL LEADERSHIP AND CAREER ADVICE FOR APAC CMOS AND B2B MARKETERS

During this closing session we’ll hear inspirational stories from CMOs sharing their advice and lessons learnt along their own career journeys

• Examples and career advice and paths for emerging B2B marketing leaders
• The pros and cons of generalists vs specialists B2B marketing roles – The biggest skill shortages in B2B marketing
• The importance of business acumen and financial literacy for marketers
• Advice for best managing important cross-functional stakeholders
• The transition from peer into a leadership position
• Taking a strategic approach to building your personal marketing brand
• The importance of keeping up with change and staying relevant
• What’s next after you’ve secured the APAC Head of Marketing role?