• Marketing Leadership – How to align to business objectives and speak the language of the CEO and Board by focusing on Revenue, Profit and Growth. From CMO to CEO.
• Cross-stakeholder engagement and collaboration – Marketing as the bridge across all functions with “a big seat” at the Executive, Sales, Finance and IT/Operations leadership teams.
• How to establish credibility with the CFO by speaking their language
• Account Based Marketing (ABM) – The practicalities of Strategic ABM and ABM at Scale/Programmatic ABM – Leveraging technology and 1st, 2nd, 3rd party intent data to tailor marketing campaigns for specific named accounts at scale
• Customer and Employee Experience: B2B Customer Obsession – Marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results
• Attribution, Reporting and the funnel for predictive insights and forecasting – Discover the strategies, ROI measurements and metrics that will provide clear attribution of marketing activities to revenue generation and business outcomes (note, you must have the martech stack supporting this but! you do not need a big budget – become the agent of change).
• Brand Positioning, Strategy & Measurement – The balance between brand and revenue investments – Building your “board friendly” brand strategy
• Investing for Growth – from start-up growth hacking strategies with minimal budget to growth acceleration with focus on the Enterprise market
• Leading Change in Enterprise – Leading change and building high performance cultures
• Sales & Marketing Alignment when targeting Enterprise
• Focus on SMB – Stretching smaller teams and budgets. Where do you start when you need awareness, sales and customer insight all with a minimal budget – teams of 1+ and budgets of $150K to $600K

• Demand Generation – With the goal of creating business tangible pipeline – How do we pivot experiential digital engagement in a saturated environment
• Segmentation strategies at scale – Integrating Go-to-market digital, field, channel per segment for stronger reporting to make data driven decisions
• Martech and Operations – Aligning “People, Technology and Processes – Martech stacks that drive business impact, efficiency and ROI. Emerging martech you must keep up with.
• Marketing into Government – the specific challenges for marketing into this sector such as governance, compliance, complex procurement, approval and funding
• Managing Teams and Marketing into Asia – The magic formula of localisation – balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus. Finding talent and the best team structures and locations for coving the many countries and cultures
• Reporting to a Global HQ – Gaining local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office
• Content Marketing – Aligning your content strategy with business strategy, mapping content to the funnel/sales process, using content to progress conversations during long sales cycles, measurement models for proving Content Marketing as a Revenue Function
• Persona & Journey Mapping – The importance of understanding your customer journey across all touchpoints and how to develop and execute on your journey maps
• Partner/Channel Marketing – communicating value to, through, with and for channel partners
• The Revenue Marketing Engine – Clearly showing the business how marketing is going to deliver revenue
• Career Advancement – Learn from the world’s best B2B marketers to ensure you stay relevant and remain a modern marketer in our constant and fast-changing landscape while building personal relationships with B2B marketing leaders.

During these highly interactive industry specific sessions  we’ll dive deeper into specific topics shared by your industry peers

Industry Focus sessions include Banking, Insurance & Financial Services, IT & Software, Professional Services (engineering, legal, accounting, service, consulting), Manufacturing, Property & Construction, Health, Marketing into Government and SMB specific (with limited budget and resources).

The hugely successful focus on SMBs at the last forum with tracks and sessions focusing specifically on challenges faced by B2B marketers with smaller teams and budgets will return in 2021.

There will be one track dedicated to SMBs again as well as an hour “Industry” session dedicated to marketers with minuscule budgets and teams.