Conference Day Two

Book your team before 22 February and save up to $700 per ticket!

08:00

BARISTA COFFEE & NETWORKING

09:00

WELCOME AND OPENING REMARKS

09:10

CX & DIGITAL TRANSFORMATION

INTERNATIONAL KEYNOTE: CX, RETENTION & LOYALTY; Keeping customers for life – Autodesk’s business model transition to a subscription model – implications on marketing, engagement, metrics and relationships

In a subscription-based business, the sale is never complete and revenue comes from loyal customers over time.

Instead of waiting for multi-year renewal cycles to come around again, the big difference with subscription and consumption models is that B2B marketers now need to consistently nurture their customers and receive recurring revenues rather than one-time purchases. As such, marketing has a critical role to play in shaping and maintaining the long-term customer relationship and retention tactics must be given a front row seat in the organisation’s marketing strategy.

In this session, Bhupesh, APAC CMO at Autodesk, a design software company for the engineering and construction industry will share how Autodesk, five years ago embarked on this transformational change of introducing a  subscription-based marketing model.

He’ll share how his team now has to stay involved with customers long after the sale.

  • The importance of marketing’s role in the post-sale, on-boarding process and customer service when using a consumption model
  • The retention tactics and engagement marketing strategies they use when continuously connecting with customers
  • The importance of working with internal and external partners post-sale
  • The metrics of subscription-model marketing – the greater emphasis on the recurring revenue metrics and the measurement of your effectiveness in engaging and nurturing existing customers.
Bhupesh Lall
APAC CMO
09:35

TRANSFORMING SALES, MARKETING, PRODUCT & CHANNEL ALIGNMENT FOR DRIVING BUSINESS GROWTH

In this session he will share the journey of bringing sales, marketing, product and distribution partners (Accountants, Financial Advisers and Brokers) teams together with shared accountability for common goals and objectives.
He will share the strong focus on sales training and enablement programs and the fundamental steps of restructuring the teams to becoming a combined revenue and growth machine.

10:00

SPONSORED KEYNOTE BY SEISMIC

10:30 - 11:00

NETWORKING MORNING COFFEE BREAK

11:00

BRAND TRACK

Building a solid brand and engaging engineers as your brand ambassadors

In a professional services firm, people are your product, brand and positioning plays an especially important role in an otherwise undifferentiated industry.

As Danielle joined Aurecon, an Australian engineering and infrastructure advisory company in 2009, the company had just merged and re-branded three separate companies into the one new brand of “Aurecon”.

On her first day she was told of the new brand, give the brand guidelines and told to implement. In this session she’ll share:

  • The brand journey of positioning the new brand across
    different industries and countries
  • The key elements of the stand-out programs
  • Telling the brand story through the lens of its people –
    engineers as brand ambassadors and thought-leaders.
  • The strong partnership between the marketing and
    HR teams for attracting the best talent
  • The award winning employer brand and graduate
    recruitment campaigns
Danielle Bond CMO Aurecon B2B Marketing Conference Sydney Australia 2019
Danielle Bond
Global CMO

CUSTOMER EXPERIENCE

How b2b marketers can drive cx business transformation (and boost your career)

CX is a strategic, cross-functional change program and not just improvements in digital experience and campaign integration.

So how can you, as a B2B marketer drive change across the organisation?

In this session you’ll learn:

  • How, as a B2B marketer build an integrated customer, employee and brand experience
  • How you as a B2B marketer can initiate and lead the change
  • What does a world-class B2B marketing initiated CX programme look like?
  • Working with cross-functional stakeholders
  • How to Measure the Customer Experience and improvements (customer satisfaction, retention and advocacy, measure the quality of core products and services measure employee satisfaction)
  • The critical single view of the customer for effective customer strategies.

INNOVATION

Ansarada’s growth success – owning a product space using data, AI and machine learning

Ansarada, an Australian Fintech (M&A) cloud storage solution on steroids that prepare large to mid-sized companies for future sale is celebrating extraordinary growth on the path of global disruption. After quickly claiming 80% local market share in Australia, the next growth focus was growth into the U.S and U.K.

Robbie will share how Ansarada saw a huge opportunity in owning a product category and being the first company (in its space) to use Data, AI and Machine Learning to “OWN” a completely new product category, offering unique value to customers and making Ansarada’s existing products and all competitors legacy in the process.

Robbie Morris CMO Ansarada B2B Marketing Conference Sydney Australia 2019
Robbie Morris
CMO
11:25

BRAND

Growing Australian brands internationally – global brands for local markets and individual customers

Another Australian start-up success story, Nearmap provides aerial maps as a subscription service for Australian engineering, property, telco and government businesses.

Founded in Perth in 2007, they have today evolved from a small online start-up to an ASX 300 technology company.

With a strong background in brand building, Silvia was hired in 2017 to continue to scale the brand across multiple geographies and drive the consistent and compelling global brand profile and positioning.

In this session she’ll share:

  • Turning brand mission into tangible results for the business
  • Demonstrating how the brand provides growth and financial value to the business
  • Brands as growth investment
  • How brand enables revenue measurement
  • Maintaining the purpose and value of the brand during growth
Silvia Arrigoni
VP Marketing

CUSTOMER EXPERIENCE

How to deliver a personalised, consistent, friction-free, omnichannel customer experience for your business clients

Marketers increasingly need to deliver personalised digital engagements that not only meet, but also improve on their
customers’ experience expectations.

Yet, without a clear understanding of the journey customers take with their brand, or the correct insights or operational strategy to support their efforts, many struggle to achieve that goal.

The key to providing relevant, valuable and personalised experiences is to have an end-to-end approach to customer
touchpoints, dynamically managed and optimised.

To get there, marketers need to harness a range of capabilities, from a data-led single customer view, to digital technologies, a comprehensive content strategy, operational agility, and cross-functional collaboration.

Creating a company culture of high velocity decision making that enables quick responses to solve issues faced by customers.

Organising departments to engage customers with contextually relevant, personalised experiences, everywhere and anytime.

Leveraging data and technology to understand customers’ behaviour, friction points for faster resolution.

Creating a seamless channel integration that allows you to exploit engagement opportunities.

INNOVATION

Emerging technologies and their impact on marketing

  • Martech future forecast – What is in store for the marketing, sales, and service tech stack of the future?
  • Your what’s changing, what’s not, and what really matters in 2019
  • How do you leverage the technologies around blockchain, ML, AI, IoT for marketing?
  • What are the practical use cases already in market?
  • Intent data as a new channel for B2B marketing
11:50

BRAND

Panel: Brand investments

  • The valuation of the brand – a company’s biggest asset
  • How the brand is lived across the company and not just a logo or a campaign
  • Human psychology of B2B brand and logo
  • Brand as a strategy and asset and not a compliance
  • Controlling your brand through social
  • Brand and purpose in APAC – a region that is a melting pot of cultures who all want personalised client experiences
  • How are marketing leaders measuring and communicating their tangible and less tangible contributions to a brand
  • Can the brand truly drive growth and bottom line – how do you measure
  • How relevant is brand strategy to the CEO and board?
natalie truong cmo mercer b2b marketing conference sydney australia 2019
Natalie Truong
CMO Asia & Head of B2B Marketing Pacific
Silvia Arrigoni
VP Marketing

CUSTOMER EXPERIENCE

CX panel: how CX and EX is fuelling business growth

In a truly customer focused organisation, happy staff make for happy customers and in-turn happy customers lead to greater brand loyalty, increased sales and more profit.

Every employee shape customer experience and it’s crucial each employee understands how his or her role contributes to the customer experience.

Every touchpoint in a customer’s experience shapes customer sentiment. With employees as a crucial touchpoint, having a workforce of brand ambassadors that delivers a consistently differentiated customer experience has never been more vital.To build that workforce, all departments within an organisation including marketing, customer service and HR need to work together.

In this session we’ll share:

  • The importance of linking, planning and running employee and customer experience programs in alignment
  • Marketing and HR alignment in motivating employees to maintain customer centricity
  • The importance of collecting customer feedback at different touchpoints across the customer journey
  • What is the revenue impact of your CX programs
Kate Massey CMO JCurves Solutions B2B Marketing Conference Sydney Australia 2019
Kate Massey
CMO

INNOVATION

Innovation Panel

  • AI/ML/IOT/Chatbots and building Innovation Centres
  • How can we use AI to make things better for humans? – Combining data, design, and machine learning to build intelligent products and services that improve people’s lives
  • Data science is a discipline of human-centered design.
Andres Torres
Head of Marketing ANZ
Robbie Morris CMO Ansarada B2B Marketing Conference Sydney Australia 2019
Robbie Morris
Global CMO
12:30 - 13:30

NETWORKING LUNCH WITH OPTIONAL MENTORING MEETUP

Round-Tables B2B marketing conference sydney australia 2019

INDUSTRY ROUND TABLE DISCUSSIONS

You’re not alone in this world! Learn from and make friends with marketing peers sharing your challenges, in your industry.

Each round table is moderated by an experienced practitioner who will 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. This is your chance to bring your burning questions and share your knowledge and best practices with your peers. Don’t forget your business cards!

Choose one of the following round table discussions:

13:30 -14:20

1. BANKING, INSURANCE AND FINANCIAL SERVICES

Debbie Jensen CMO Challenger B2B Marketing Conference Sydney Australia 2019
Debbie Jensen
General Manager of Marketing

2. IT AND SOFTWARE

3. MANUFACTURING AND CONSTRUCTION

george pappas cmo linde material handling b2b marketing conference sydney australia 2019 Manufacturing
George Pappas
Director Operations, Marketing & Services

5. PROFESSIONAL SERVICES

6. PUBLIC SECTOR, EDUCATION AND HEALTH

4. MEDIA AND ADVERTISING

7. UTILITY – ENERGY, MINING AND GAS

8. VERY SMALL TEAMS AND BUDGETS

Kelly Chapman Small Business SMB Marketing
Kelly Chapman
Head of Marketing & Customer Experience

9. LOW VOLUME, BIG CONTRACTS BUSINESS

14:20

AFTERNOON NETWORKING COFFEE BREAK

14:40

MARKETING LEADERSHIP

Keynote: The role of the cmo as a business leader first, marketer second – and the ceo’s trusted advisor

Having spent 20 years leading marketing teams worldwide with Accenture, Tracy is now responsible for building an ANZ world-class marketing growth team. In this session she’ll share how she’s had to re-educate the leadership team that marketing is a business leader first, marketer second and how she’s elevated the view of marketers as strategic leaders of growth.

She’ll share:

  • 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 relevant in their worlds.
Tracy Gawthorne
CMO/Managing Director, Marketing & Communications, ANZ
15:05

STATE OF B2B MARKETING – THE ROAD TO 2025

THE FUTURE OF B2B MARKETING

Global CMO, Jay from US based research firm SiriusDecisons will share their latest research and advice for how SiriusDecisions and other high performing B2B marketing, sales and product functions are doing to preparing for the future.

Accountability is at an all-time high for B2B marketing teams. They are expected to drive more revenue with a limited budget — while also guaranteeing that success can be easily measured. CMOs must refine their operations to streamline their marketing efforts and position their teams to easily measure the impact of future campaigns. This session addresses these realities by providing insight into how leading CMOs develop seven key operational characteristics that drive performance and efficiency, and future-proof their organization.

Jay will also reveal key results from SiriusDecisions’ latest global CMO study that demonstrates where CMOs expect to focus investment, skills/capabilities development, and organisational change over the next two years.

Jay Gaines
Global CMO
16:00

CLOSING REMARKS AND END OF CONFERENCE