• Marketing Leadership – How to align to business objectives and speak the language of the CEO and Board by focusing on Revenue, Profit and Growth
• Cross-stakeholder engagement and collaboration – Marketing as the bridge across all functions with “a big seat” at the Executive leadership team, the Sales Executive leadership team, and the Finance/IT/Operations leadership team.
• Customer and Employee Experience: B2B Customer Obsession – Marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results
• 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).
• The Funnel Structure, Metrics, Attribution and Reporting and the impact on Budgeting – the end of marketing as the colouring-in department – Deep-dive discussion on lead volumes and definitions (MQLs) to Sales Accepted Leads, the role of SDRs (Sales Development Reps) and ISRs (Inside Sales Reps) to Sales Qualified Leads (SQL) to Opportunities (lost or won). Clear attribution of funnel ratios, time in funnel to sale, opportunity age, average deal size, channels for delivering highest quality opportunities, average deal size to show where best to invest your budget and of course, proving the business impact!
• 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
• Account Based Marketing (ABM) – Strategic ABM where you create and execute highly-customized marketing plans for individual accounts. ABM at Scale/Programmatic ABM – Leveraging technology to tailor marketing campaigns for specific named accounts at scale
• Leading Change in Enterprise – Leading change and building high performance cultures

• 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
• 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
• Budgeting – Breaking the budget cycle – How to build B2B budgets that achieve business goals and grow year-on-year. Budget allocation – Headcount, Programs, infrastructure, technology, analysis, agencies
• 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.

In 2020 the Topic and Industry specific group sessions will have an even stronger focus on workshop style format where each table will be given discussion points and questions to solve.

Industry Focus sessions include Banking & Financial Services, IT & Software, Professional Services (engineering, legal, accounting, service, consulting), Manufacturing, Property & Construction, Health, Targeting Enterprise (large, deep accounts) and SMB (limited budget and resources).

The hugely successful focus on SMBs at last year’s forum with tracks and sessions focusing specifically on challenges faced by B2B marketers with smaller teams and budgets will return in 2020.

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