How to deliver to growth targets without increases in budgets and head count

Budget negotiations with HQ – when competing with EMEA and the US for budget and impact

The best business case to your CFO for more budget

Zero-based budgeting to try new things and innovate

Marketing in SMALL businesses – marketing with tiny budgets and teams

The role of marketing in communicating and promoting the environmental, social and governance (ESG) attributes of your company’s strategy to investors, buyers and other stakeholders in alignment with corporate purpose and mission.

The role of marketing in driving ESG initiatives within your departments – what can you do to make an ESG impact?

ESG storytelling – examples of successes and mistakes

How do you measure full-funnel attribution with multi touchpoints?

How do you measure Enterprise pipeline acceleration?

How do you measure account engagement across all channels, digital and physical?

We’ll discuss attribution models and dashboard reports

How do you progress your ABM strategy?

How do you get the 1-to-1 engagement deeper and wider?

How do you get better C-level engagement with Enterprise customers?

How do you best circumvent HQ control?

How do you get local autonomy to try new things?

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 an APAC agenda.

Cybersecurity, inflation &  interest rates, Geo-politics, Supply Chain disruptions, Talent shortage, Building reputation & trust

Examples how AI and ML are helping marketers today with ads, creative, copy and more.

Examples of B2B marketers leverage Web3.

Having a long-term actionable strategy is crucial to help you move beyond the frenetic cycle of quarterly targets and tactical tasks, to build a plan which delivers sustainable results and gets you out of the hamster wheel.

How a defined long-term strategy helps you take back control of your agenda, align your marketing priorities to commercial business goals, think critically about your customers, your competitive landscape, and develop value propositions to cut through the noise, resonate and drive demand in market.

How strategy  helps you stop and think, take back control and enables you to connect the dots across your silos, brings stakeholders along on the journey, define the messages, activity and channels which will generate success, and say no to those which won’t.

With the talent shortage continuing, culture and purpose has become more important than ever to retain talent. We’ll be discussing creating nurtured environments focused on purpose and values, managing your team’s careers, connecting employees to brand and mission.

Marketers are currently asked to do more, with less, provide growth without budgets for new resources, how to avoid burnout and becoming busy-bored, for teams and self.

Career advice and paths for emerging leaders, the importance of building your personal brand, how to build business acumen and financial literacy, the biggest skills shortages in B2B marketing and how you transition from peer into a leadership position.

Steps for securing  a CEO role

Increasingly B2B marketers are owning aggressive growth targets which present a great opportunity to firmly cement that respected seat at the leadership table.

During the growth focused track we’ll be discussing strategies that enable marketing to be the engine room for growth for the business. Weather it’s growth through existing customers and ABM or demand gen and securing new logos or pipeline acceleration and campaigns that drive faster conversion.  We’ll be discussing marketing’s involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star.

How do we deliver growth without increased budgets and headcount

During this track we’ll dig deep into demand generation in APAC with case studies followed by interactive group discussions.
From building APAC Demand Centres, we’ll be discussing the scaled services provided, the processes, roles and KPIs. We’ll be sharing examples of demand gen programs for local and vertical requirements.
Customer Engagement as new indicator for campaign targeting. By measuring customer engagement, competitors and 3rd party content, you  can provide much richer insights into both purchase propensity and warning signals to sales.

In order to make any kind of data-driven decisions, derive insights and slice and dice your data it has to first be clean, stored in one place, with a 360 view of the customer, a scenario most marketers and businesses very rarely see.

So, what do you or don’t you know about your data?

How do you act on insights that truly benefit your customers and help guide them down the decision making journey?
What if you don’t have a data science team, how can you as a marketer develop the data-insights and curiosity mindset?

Learn how to develop your Ideal Customer Profile (ICP), Persona and Customer Journey Maps that visualises every experience and touchpoint, both digital and physical your customers have with you.

Understand how to tap into the organisation’s insight, experience and data to map out the customer journey and learn how to execute on your journey maps.

Review examples of unexpected customer journeys and what you can learn from them.

To maintain credibility and budgets, marketers must be able to quantify marketing’s contribution to pipeline and revenue. Yet, over 50% of marketers in APAC don’t have a ROI or pipeline contribution target.

What earns marketing a seat at the leadership table is knowing your ROI, pipeline and revenue contribution and being able to walk into a board room and report and defend your data

Learn the skills, processes and tech needed to set up attribution, ROI and reporting frameworks for communicating the value of marketing to the businesses – aligning metrics to business financials.

We’ll also be discussing attribution models and how to manage attribution during very long, complex sales cycles.

Learn how to map content to the end-to-end buyer journey and how to optimise messaging for omnichannel strategy, how to use content to progress conversations during long selling cycles and customer journeys and the best distribution strategies for content amplification.

We’ll be sharing ABM case studies focused on supporting ABM programs and keeping up with their content demands. The importance of storytelling when tapping into unique buyer committee pain points, predictive content marketing analytics for forecasting your B2B content calendar, the methodologies, measurement models and data used to prove the effectiveness of content efforts and how it drives business and revenue.

In this session we’ll focus on communicating value to, through, with and for channel partners and/or brokers.

Today’s partners typically work with 5–25 vendors at any given time. The constant flow of information coming in from these vendors can be disruptive, overwhelming, and confusing.

Vendors who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers’ mindshare.
We’ll discuss revenue contribution, partner engagement, partner led demand creation, marketing contribution, ROI and how to drive better engagement and fuelling marketing performance with partners.

Understand marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results.
We’ll be discussing the CMO’s role in building CX capability, structure and culture and how to influence departments and generating impact without direct authority, the power of brand for great customer, employee, and product experiences, the role of data and tech to support CX strategies and ROI models organisations are using to drive CX.

From brand to demand to loyalty and advocacy, the balance between brand and revenue investments (and the budget allocation split) and how you build your “board and CFO friendly” brand strategy

Brand building during long sales cycles – ensuring inclusion at consideration stage

Brand synergies and efficiencies when acquiring new businesses

Changing brand perceptions in unknown product categories

We’ll discuss some of the biggest challenges faced when marketing into the vast amount of very different individual countries in Asia and the constant need to balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus.

The magic formula of localisation – finding the balance when providing locally relevant messages and the global brand challenge when localising.

The purpose of this session is for you to meet with your peers, maybe even your competitors to share the challenges specific to B2B marketers in your industry.

The purpose of this session is for you to meet with your peers, maybe even your competitors to share the challenges specific to B2B marketers in your industry.

The purpose of this session is for you to meet with your peers, maybe even your competitors to share the challenges specific to B2B marketers in your industry.

The purpose of this session is for you to meet with your peers, maybe even your competitors to share the challenges specific to B2B marketers in your industry.

The purpose of this session is for you to meet with your peers, maybe even your competitors to share the challenges specific to B2B marketers in your industry.

Stretching smaller teams and budgets
This session is for marketers working in smaller companies, with small teams and budgets.
We’ll focus on doing more with less, allocating resources with focus on lead gen tracking, quickly changing direction when things don’t work, the importance of team culture and accountability of every team member.