DAY TWO: Thursday 25 May 2023
08.20
REGISTRATION & BARISTA COFFEE
09:00
WELCOME AND OPENING REMARKS
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
General Manager
B2B Marketing Leaders Forum
Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e
LEADERSHIP
09:10
Tricia Weener
Global EVP & CMO
KONE
INSPIRING MARKETING LEADERSHIP – DEVELOPING AND MOBILISING THE MOST POWERFUL MARKETING TEAM FOR YOUR ORGANISATION
As we start out as marketers our priority is to develop our own functional marketing skills. As we start leading others, keeping up with the changes in functional skills is replaced by spending more time on leadership and management. Building a well-aligned team with the right marketing and leadership capabilities becomes critical for success.
But in this changing world, how do we attract, develop, lead and manage the right marketing talent to operate effectively? How do we build high performing, agile teams that can adapt to the highly fluid external environment, and how do we futureproof ourselves by creating enough white space for personal development?
Tricia, who just over 2 years ago, left Hong Kong and her role as Global CMO, HSBC Commercial & Investment Banking to move to Finland to join KONE, a global leader in the elevator and escalator market, as Group CMO, Marketing & Comms. She’s an Alumni of the Marketing Academy’s highly selective and immersive Fellowship Program, a CMO to CEO leadership and board-level executive coaching programme led by global CMO leadership expert Thomas Barta.
Tricia will share her thoughts on how to develop and mobilise the most powerful marketing team for your organisation across Asia and the world.
ESG MARKETING
09:35
ESG (ENVIRONMENTAL, SOCIAL AND GOVERNANCE) MARKETING: YOUR ROLE IN DRIVING ESG STEWARDSHIP FOR BRANDING AND BUSINESS IMPACT
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 the B2B marketers.
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 and an ESG agenda in their departments, brands and organisations:
- 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
Renee Cathcart
Group Owner Marketing, Enterprise and Commercial Steering
Telstra
Andrew Everingham
Founder & CEO
CAPITAL-e
Marc Joshi
GM, Marketing & External Comms
QIC
CUSTOMER EXPERIENCE
10:00
Samantha Cunliffe
Managing Director
Merkle-B2B
Jake Hird
VP APAC, Strategy & Solutions
Merkle-B2B
MOVING PARTS: HOW TO BUILD HIGH-PERFORMING B2B EXPERIENCES
According to a recent survey, 86% of B2B buyers are willing to pay more for a great customer experience. But only 1% of customers feel that vendors consistently meet their expectations.
Join the session to understand:
- Why most B2B experience design programmes fail
- How to understand the connections between creative, media, data and technology
- Who needs to play a role; including agencies, audiences and internal stakeholders
- Ways to communicate your B2B experience strategy
- How to move from Powerpoint to planning, to activation
The key takeaways from this session presentation will help marketers:
- Identify critical moments in their prospect and customer journeys
- Where to balance quick-wins vs. long-term activities
- How to begin thinking effectively integrating touchpoints
Session sponsored by:
10:30-11:00
MORNING COFFEE & NETWORKING BREAK
11:00
Choose one of four tracks:
CUSTOMER EXPERIENCE
Track hosted by:
DELIVERING IMPACT IN CUSTOMER EXPERIENCE
Many marketers feel they have limited opportunities to impact CX.
During this discussion on CX we’ll take the lens of global/regional/local as well as organisational, understanding the different ways a marketing team can influence & impact CX across these teams, and challenges.
We’ll explore where and how to most effectively start or grow a CX program, including examples of what’s worked, but also what hasn’t!
Approaches to measuring CX and it’s associated impact will also be up for discussion, as well as the role of technology in this space.
Britta Baumann
VP-Customer Experience, Nearmap
Ute Appenzeller
Global Head of Growth Marketing, GHD
Alex Gibson
Country Manager - ANZ at Verticurl (a WPP Company)
DIGITAL
Track hosted by:
B2B JOURNEYS: LEARN HOW TO BUILD AND DELIVER GREAT OMNICHANNEL EXPERIENCES
Customer experiences are made up of a myriad of moments that comprise individual journeys: no two are the same. And today’s businesses, whether they are sourcing software, purchasing technology, or looking for their next supply chain solution, don’t concern themselves with marketing channels. They just want a great experience exactly when and where they need it. At the same time, lifecycle and campaign marketers and product managers need the tools and the organisational structure to facilitate these unique journeys and deliver great business results.
Join us to learn from two businesses who are at different stages in their journeys on how they are tackling today’s — and tomorrow’s — greatest customer engagement challenges and how you can learn from their experiences.
Daniel Cortezi
Senior Digital Marketing Manager, Tyro
Lauraine Worthington
Global CX & Digital Marketing Manager, BlueScope
Jeremy Wood
Director of Product Marketing (APAC), Adobe
GROWTH & DEMAND GEN
Track hosted by:
DEMAND GENERATION
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.
Danny Beck
Head of Marketing ANZ – Infrastructure Solutions, Lenovo
Will Clark
Senior Strategist, The Marketing Practice
CONTENT ANALYTICS
Track hosted by:
ACCELERATING GROWTH THROUGH CONTENT MARKETING AND ANALYTICS
How to boost business growth with data-driven content
In today’s highly competitive market, capturing and maintaining the interest of potential buyers is critical to business success. A Corporate Visions study found that 74% of B2B buyers prefer to work with the seller who provides value and insights first. GTM teams having access to the right content in those crucial moments in order to beat the competition has never been more important.
However, adding to the complexity, according to Forrester up to 70% of content produced by B2B marketing organisations is unused by salespeople. If GTM teams aren’t using content and lack the context to know what to do with it, they’re missing a key piece of the strategy – this leads to missed opportunities and missed targets.
In a climate where we’re expected to do more with less, especially during unpredictable economic times. It raises the question for marketers, are you maximising the benefit of your output or is there a way to harness data-driven insights to leverage what you already have to boost business growth.
Join us during this case study, to learn practical tips and tricks on how to accelerate growth through content marketing and analytics.
Kim Robertson
Head of Marketing AU, Corporate Traveller
Jessica Turner
Head of ANZ, Highspot
11:45
TECHNOLOGY ENABLED CUSTOMER EXPERIENCE
PRACTICAL CASE STUDY: TECHNOLOGY ENABLED CUSTOMER EXPERIENCE
During this practical case study session our speaker will take you through the full technology stack and real experience design, including CDP, CMS, Marketing Automation, CRM, Contact Centre and Sales and show you how they deliver customised, personalised experiences for their customers and prospects, all based on data and analytics.
By understanding how and why a customer behaves and reacts towards every interaction we can design, deliver, and optimise meaningful experiences. You’ll learn how to improve the CX experience, driven by data that demonstrate the incremental customer and business value measured by NPS, revenue and conversion.
Amin Foda
Director - Marketing Infrastructure, Monash University
Alex Gibson
Country Manager - ANZ at Verticurl (a WPP Company)
DIGITAL
BUILDING HIGH PERFORMING DIGITAL STRATEGY AND TEAMS
To deliver great customer experiences, businesses need to evolve their CXM strategy to keep up with changing customer expectations. This requires a technology foundation but also a high performing digital team delivering business results through capability building and growth marketing principles.
In this heavily interactive session, David Borean, Vice President Brand and Customer Experience, NEC and Courtney Scales, Head of Marketing, Reapit will both be delivering case studies on how they have evolved their CXM strategies to drive organisational success. Topics will include:
- Agency model vs In-house digital team
- Different team structures and roles
- Creating a full-funnel digital strategy & roadmap
- Channel selection and performance
- Data driven marketing and democratisation of insights across the business
- Digital trends, what’s new, what’s next
Courtney Scales
Head of Marketing, ANZ, Reapit
David Borean
Vice President Brand and Customer Experience, NEC
Jeremy Wood
Director of Product Marketing (APAC), Adobe
GROWTH & DEMAND GEN
GROWTH
The B2B marketers seizing the growth opportunity
In 2023, generating business growth sits squarely within a B2B marketer’s remit. Whether the prospect of taking more responsibility for growth terrifies or thrills you could depend largely on the attitude you bring to the journey.
In this session, we’ll hear from two inspiring marketers who have embraced a growth mindset to springboard their businesses – and their careers – to new heights.
Angela Maxwell, Head of Marketing and Communication at EG Funds, and Tracy Gawthorne, CMO APAC at Capgemini, will join The Marketing Practice on stage to discuss:
- How marketing can become the engine room for growth
- Embracing growth objectives as a route to the top table
- Identifying ROI opportunities in ABM, customer marketing, acquisition and pipeline acceleration
- The human factor: the attitudes and relationships facilitating bold marketing moves
Join us for actionable insights and tactics to help you seize the growth opportunity in your own marketing journey.
Angela Maxwell
Head of Marketing and Communication, EG Funds
Tracy Gawthorne
CMO APAC, Capgemini
Marcus Wilkinson
Managing Director, APAC, The Marketing Practice
MARKETING & SALES ALIGNMENT
MAXIMISING GROWTH WITH MARKETING & SALES ALIGNMENT
How to build a unified team for hypergrowth success
Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. When these teams work together seamlessly, they can drive more predictable long-term revenue. However, when misaligned, the time and resources used to reconcile the two functions can harm the morale and performance of the organisation.
Recent research conducted by Highspot shows that 71% of marketing and sales professionals agree that a lack of alignment between their two functions has had a negative impact on revenue for their business. Despite this, in many businesses, often both teams act like two entirely siloed functions that plan, execute, and optimise two separate processes for the same buyer’s journey.
Join our panel discussion as we explore this topic further and address questions such as:
- What has been the direct impact of sales and marketing misalignment in an organisation’s performance, and how can it be fixed?
- How can teams overcome the key challenges that exist between their sales and marketing functions when launching strategic initiatives in an organisation?
- What steps does an organisation need to have to drive tighter alignment to set their marketing and sales teams up for success in 2023?
Michelle Michaux
Global Head of Marketing, Communication Services, Computershare
Ian Marshall
Division Director - Head of Sales Enablement, Macquarie Group
Abdul Javed
VP of Sales, Clari
Jessica Turner
Head of ANZ, Highspot
12:30 – 1:30
LUNCH & NETWORKING BREAK
Industry Focused Group Sessions
CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
As one of the forum highlights, join your industry peers for these one hour group discussions with your competitors and peers.
You’ll be discussing challenges and pressing topics that are most relevant to you and B2B marketers in your specific industry.
B2B MARKETING IN IT/TECH/SAAS/CLOUD
Case study:
Disrupting a disruptor.
NEXTDC is Australia’s leading data centre provider, committed to innovation. With rapid growth and increasing aspirations from both the business and customers NEXTDC is transforming its customer experience to power growth through digital advantage.
With open and candid reflections on managing internal and external stakeholders and the challenges of driving best-in-class digital solutions within a digital business. This session will explore NEXTDCs blueprint for:
- Utilizing tech to identify in market intent and light up the dark funnel
- Tailoring message and content to funnel stage and persona
- Regional specific dynamic content
- Full funnel marketing attribution
Glenn Flower
CMO, Nextdc
Round-table panel discussion
Our panellists lead the marketing function at NEXTDC, VMware and NCS and bring 45+ years IT/tech/SaaS/Cloud experience including Adobe, Telstra, Optus, Arq, NEXTGEN and Web Central. They will share their views on a broad spectrum of topics including:
- Measuring and demonstrating long term marketing impact v short term sales needs
- Managing and delivering marketing value during an acquisition
- Delivering a data driven strategy (v data driven marketing)
- Owning the customer agenda in a sales/product led business
- The magic formula of localisation – finding the balance when providing locally relevant messages and the global brand challenge when localising.
This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session. A fun and engaging format energised with new thinking!
Georgia Swanson
Head of Strategy and Growth, ARQ Group
Lauren Adam
Marketing Director ANZ, VMware
Moderated by:
Stuart Jaffray
Managing Director, Green Hat
Track hosted by:
B2B MARKETING IN BANKING/FINANCIAL SERVICES/INSURANCE
Case study:
Strategic ABM – State Street Case Study lifting the lid on what it takes to develop and execute a successful ABM program in a traditional institution:
-
- Look under the hood on how the need came about and how the team got executive support
- The initiatives and activities which went into the program
- The key ingredients for success
- The hurdles and lessons learnt from failures
- Frameworks and fundamentals for getting started in your organisation
Ric Shadforth
Managing Director, Head of International Marketing, State Street
Round-table panel discussion
Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:
- How CX transcends everything, and how to align the business around it
- Balancing B2B and B2C and B2B2C
- Digital transformation and what this means for teams, workflows and customers
- The impact of macro forces and how marketing can take a leadership role
- The role of brand and the impact on CX
- Working with sales, partners, advisors when building personal relationships with clients
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Rachael Dickinson
Head of Marketing, BT
Yvette Templar
Head of Brand, Marketing & Comms ANZ, Chubb Insurance
Dana Lippett
Head of Marketing - Business Bank, Bank of Queensland
Moderated by:
Janine Pares
Founder and MD, Thinksmart Marketing
Track hosted by:
B2B MARKETING IN MANUFACTURING
Case study:
Applying Agile marketing to meet long-term planning milestones that deliver measurable customer value.
With 35 years experience of Agile/Scrum, Neil will share how he’s introduced agile to the use of structured, data-driven methodologies to his marketing teams.
How they use fast paced sprints to meet milestones that are derived from longer term planning to deliver measurable customer value.
Neil Jorgensen
Manager-Customer Experience, B&R Enclosures
Round-table panel discussion
Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing including:
- Advancing the marketing department as credible, growth and revenue driver for the business
- How do you lift your team to be strategic and commercially focused
- Adapting and leveraging Account Based Marketing (ABM) in the Manufacturing sector
- CX: who is driving it in manufacturing firms and what does it look like?
- The role of brand for firms in the manufacturing sector
- B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce
- Supplier marketing – Driving better engagement and fuelling marketing performance with suppliers
- Sales & marketing alignment with large national and regional sales teams
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Lisa Heinzen
Head of Marketing, Blackwoods
Mariam Nouel
Head of Marketing & Strategy APAC, Kimberly-Clark Professional
Samantha Barnfield
Head of B2B Marketing, Canon
Moderated by:
Tim Johnston
Sr Marketing Director APJ, ON24
B2B MARKETING IN PROFESSIONAL SERVICES
Case study:
Professional Services international marketing, benchmark report findings.
ICON connects members to a global network of B2B Professionals in marketing, sales, business development, customer engagement. Fraser McNaughton President of ICON APAC will deep dive into the recent survey findings from the International Marketing benchmark report conducted with PM forum.
Fraser McNaughton
CMO, Grant Thornton
Round-table panel discussion
Panellists will share their main challenges and opportunities as B2B marketers in professional services including:
- Building brand and managing transformation, change and growth in professional services
- The importance of brand and positioning in an undifferentiated industry
- Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
- The digitally enabled professional services firm – Driving and building digital capability within your organisation
- Providing an omni-channel experience in professional services
- The “sales” and marketing alignment and relationship in professional services
- Adapting and leveraging Account Based Marketing (ABM) in professional services
- Advancing the marketing department as credible, growth and revenue driver for the business
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Janet Glasper
CMO, BDO
Janelle Cook
Director of Marketing Department of Enterprise, Investment & Trade, NSW Government
Moderated by:
Mona Lolas
B2B Marketing Expert
Supported by:
2:50pm
AFTERNOON TEA & NETWORKING BREAK
LEADERSHIP & GROWTH
3:20PM
Kay Aoki
Head of Marketing JAPAC
Google Cloud
MARKETINGS ROLE IN GROWING A HYPERSCALE BUSINESS ACROSS JAPAC
With 30 years of B2C experience, Kay was persuaded eight years ago to join the B2B world with SAP and then Google Cloud 14 months ago to grow the business and Google Cloud’s challenger brand perception by transforming its customer acquisition strategy in APAC.
Kay will share her inspiring personal career journey and how they’re reaping the rewards in market share and revenue growth through:
- The three pillars driving business growth
- B2B2C marketing to grow mindshare
- How to place JAPAC Field marketing on the map of German and America companies
- Underpinning it all, how she sees the foundation for growth as her people
CUSTOMER MARKETING
3:45PM
Bree Bunzel
Global Head of Customer Marketing
Dropbox
HOW TO BUILD A CUSTOMER MARKETING FUNCTION & PROVE ROI
Globally, the focus on customer advocacy has seen a huge uptake in the last couple of years as a critical function needed for business to retain, engage and grow customers in a more strategic way.
According to LinkedIn, Customer Marketing is the 3rd fastest-growing job title in the US.
During this session Bree will share five steps for building Customer Marketing, including how to define the function, the purpose, as well as how to build key programs and show measurable impact to your customers and the business.
You’ll learn how to build customer engagement, growth and revenue generating programs, as well as metrics tied to influenced pipeline and deal closing.
CAMPAIGN FAILURES & SUCCESSES
4:20PM
PRACTICAL EXAMPLES OF CAMPAIGN FAILURES & SUCCESSES
During this session we’ll hear from three B2B marketers sharing practical presentations about campaign delivery – integrated marketing communication campaigns in a B2B environment – what were the goals, the tactics implemented, how they measured success or failure and key learnings
Janet Shi
Head of APJ Marketing – Marketplace
AWS
Danny Beck
Head of Marketing ANZ – Infrastructure Solutions
Lenovo
Belinda Charleson
Director of Marketing APJ
DigiCert