CONFERENCE DAY TWO
Thursday 9 May 2024
DAY TWO: Thursday 9 May 2024
08.20
REGISTRATION & BARISTA COFFEE
09:00
WELCOME AND OPENING REMARKS
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Andrew Everingham
Event MC Founder & CEO
CAPITAL-e
CEO/CMO ALIGNMENT
09:05
Jenelle McMaster
Deputy CEO Oceania
Ernst & Young
Natalie Truong
CMO Oceania
Ernst & Young
HOW TO BUILD GREAT TEAMS AND CULTURES THAT SUPPORT BUSINESS OBJECTIVES
As a former Australian Army Captain and Prison Psychologist, Deputy CEO Oceania, EY, Jenelle McMaster will show you:
- Inspiring leadership lessons from her fascinating background as Captain in the Army and Prison Psychologist
- What do CEOs look for when looking to appoint a CMO
- What baffles her about brand and marketing
- How she knows when brand and marketing teams are delivering on what the business needs
In addition, from CMO Oceania at EY, Natalie Truong you’ll learn:
- The importance of choosing the right leaders – what to look for in leaders when moving roles
- Building effective marketing teams – being brave enough to build a structure that fits with the business
- Influencing up – how to get buy-in from CEOs and senior leaders to support new ideas and initiatives
- How to build marketing presence in a business for yourself and your team and the function itself – how to bring your teams / leadership teams / entire business on the journey and get them to buy into the strategy
PRODUCT-LED HYPER GROWTH
09:30
Hamish Grant
CMO
SafetyCulture
PRODUCT-LED HYPER GROWTH - THE MAGIC FORMULA BEHIND ONE OF AUSTRALIA'S FASTEST GROWING TECH UNICORNS
Product-led companies like Canva, Slack and Atlassian flip the traditional sales model on its head by making its products available for free, either through a freemium product or some kind of free trial. If the customer experiences the product as valuable, upgrading to a paid plan is the natural next step.
Product led growth is an exceptionally efficient way to grow where organisations adopting this strategy benefit from shorter sales cycles, lower customer acquisition costs (CAC) but most importantly better customer and user experience.
Implementing a successful product-led strategy is not as simple as giving people the option to try your product before they buy. Your entire approach as an organisation needs to shift. Instead of leading with sales and following with product, you need to make sure that every team has a hand in helping each user and customer become successful.
During this session Hamish will take you through how SafetyCulture, an Australian tech Unicorn (valued at 3billion) has seen rapid global growth and scale through adopting a PLG strategy:
- From free to enterprise, learn how SafetyCulture drives value led user growth
- The Enterprise GTM strategy, from PLG to SLG (sales-led growth) and the need for the sales led motion
- What it takes to become product-led, and what the main benefits of product-led growth really are
- Organisational culture and structure of efficient PLG companies – Instead of prioritising revenue growth and quarterly targets, every department must prioritise user experience and success, trusting that it will lead to revenue growth
- The focus on organic search, virality and word of mouth through user community groups rather than reliance on paid acquisition channels
- Key product-led growth metrics to understand
- Advise on how to lead the change from sales-led to product-led, how you encourage everyone across your entire business to get on board and adopt a product-led, user-focused mindset
THE FUTURE OF B2B MARKETING - THE ROAD TO 2030
09.55
Kerry Cunningham
Former VP Principal Analyst at Sirius Decisions/Forrester
Research & Thought Leadership
6sense
OUT OF THE DARKNESS: THE COMING RENAISSANCE FOR MODERN B2B MARKETING
As one of the most respected B2B Marketers in the US, Kerry is most “famous” for his opening keynotes and the co-creation of some of the “Frameworks” during his time as VP Principal Analyst at SiriusDecisions & Forrester. Kerry’s research and thought-leadership continue to catalyze the transformation of B2B revenue generation practices toward more effective, sustainable and buyer-aligned practices.
During this inspirational and thought-provoking closing keynote he’ll discuss:
The people of the 14th Century Europe didn’t know they were living in the Dark Ages, nor did they know that they were on the cusp of the Renaissance. But everything was about to change.
In B2B, we have been in our own Dark Ages, characterised by misalignment, dwindling conversion rates, insufficient budgets, and ever-shifting goals. Yet, the seeds of the Renaissance in B2B marketing have been laid, rooted not only in advances in technology and data, but also in a deeper understanding of B2B buyers.
In this presentation, Kerry will dissect the factors contributing to these ‘Dark Ages’, highlight the innovations heralding this new era, and describe what marketing leaders can do to put their company’s at the forefront of this B2B Marketing Renaissance.
10:30-11:00
MORNING COFFEE & NETWORKING BREAK
Deep Dive Group Sessions
CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
As one of the forum highlights, join your peers for these one hour group discussions.
You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.
ABM, ABX AND FOCUS ON BUYING GROUPS
Track hosted by:
ADAPTING YOUR REVENUE STRATEGIES TO WIN THE HEARTS, MINDS AND BUDGETS OF YOUR DEFENSIVE BUYING GROUPS
Unlocking predictable revenue hinges on establishing meaningful connections with the buying groups within your target accounts. By adeptly addressing their unique needs using accurate account and buyer intelligence and activation tools, you empower their research and decision-making processes.
As marketers, we must understand and develop GTM strategies and programs that resonate with multiple buyers at your best opportunity accounts. Drawing insights from exclusive research conducted by the team at INFUSE and incorporating lessons from marketing and revenue leaders, this session will delve into the following:
- Business and tech purchase drivers that generate tech investments today
- Buying committee roles, dynamics, and preferences by stages of their decision journey
- Company business and tech priorities and which technologies buying groups are focused on
- Tools, content, channels, and resources they rely on at different stages of their decision process
Kat Chia
Principal Product Owner, Industry & Executive Engagement, Telstra Enterprise
Mandy Bowman
APAC ABM Lead. Atlassian
James Toepfer
Head of Campaign and Demand Marketing, Digital Media, Adobe
Moderated by: Mukesh Rajpurohit
Vice President APAC Sales, INFUSE
MANAGING ASIA & HQ
MANAGING HQ & TEAMS IN ASIA
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.
- 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.
Andrea de Vincentiis
Head of B2B Marketing APAC, HSBC
Jordan Reizes
VP Marketing JAPAC, Nutanix
CONTENT MARKETING, COLLABORATION, PRODUCTIVITY & ROI
Track hosted by:
GROWING A CHALLENGER BRAND THROUGH DATA-DRIVEN STORYTELLING
Case study: Taking on an incumbent as a challenger brand through content strategy
Tobias joined REA Group four years ago to set up the new Content & Growth division which contains the in-house newsroom, branded content and economists. Then just over two years ago; REA Group launched a new B2B challenger brand, the data business – PropTrack.
During this session you’ll learn:
- How with a very limited marketing budget, they instead used earned media to rapidly grow a brand and take on an incumbent.
- How the thought-leadership based content strategy drove brand awareness, leads and revenue growth
- How the compelling storytelling turned PropTrack from a never – heard of brand to become the most sourced data brand in the Australian media.
He’ll share key success factors you can bring back to your own organisation if you’re a challenger brand or put you on your toes if you’re an incumbent.
Tobias Johnstone
GM, Content and Growth, REA Group
HOW TO STREAMLINE WORKFLOWS TO OVERCOME CONTENT CHAOS
Organisations are under pressure to create more and more content to fuel revenue-boosting campaigns across multiple channels. So how can they create, manage and use this content more efficiently and effectively across their business and beyond?
With B2B marketers leading the way in content creation using AI, is there an increased risk for content chaos – and what can you do about it?
- What are the top challenges for marketers and creative teams
- How can organisations maximise value from their creative assets?
- Is generative AI an answer to creative content volume challenge?
- How can technology streamline processes, build efficiencies and return more ROI from digital content
- Real life examples
Join us as we share insights from Canto’s latest State of Digital Content survey, top tips to streamline workflows and real-life examples from a Canto customer.
Moderated by: Freddie Rumsey
Senior Account Executive Team Lead, Canto
10MIN CHANGEOVER
11.50 CHOOSE YOUR SECOND GROUP DISCUSSION:
SALES & MARKETING ALIGNMENT
Track hosted by:
THE LONG GAME: RESETTING EXPECTATIONS FOR BUYERS AND SELLERS IN A SKEPTICAL MARKET
Lessons in Sales & Marketing Alignment
Unlocking predictable revenue relies on establishing meaningful connections with the buying groups within your target accounts. However, research shows that buyers spend up to 70% of their buyer’s journey without ever engaging with sales. As a result, the selling process has evolved into validating the decisions made earlier in the buying journey.
Explore how marketers can adapt to this defensive landscape and discover actionable steps to reset both buyer and seller expectations and expand your influence throughout the buyer’s journey, from awareness to expansion.
Kerry Cunningham
Former VP Principal Analyst at Sirius Decisions/Forrester Research & Thought Leadership, 6sense
Moderated by: Mukesh Rajpurohit
Vice President APAC Sales, INFUSE
B2G - MARKETING INTO GOVERNMENT incl BID & TENDER
FOCUS ON B2G & LONG SALES CYCLES
Miranda Carter, Head of Marketing & Comms – Defense, Health, Education, Govt, IFM & New Energy at Downer and Cindy Slaven, CMO at Defense and Space Manufacturing at Navantia Australia will discuss the specific challenges while pursuing growth and building partnership when marketing into Federal, State, Government Agencies, Defense & Education such as:
- Understanding the complex procurement, “Bid & Tender” processes and how to get on panels
- Increasing market share in priority government accounts/clusters through Account Based Marketing
- Creating customer communities and prioritising executive engagement
- Scaling through partners and industry associations
- Building trust, credibility and understanding your customers
- Using a tightly integrated campaign approach to broaden reach and brand awareness
- The importance of working in close alignment with sales and marketing through stakeholder engagment
- Ensuring the internal cross-mapping of all bid opportunities across all internal departments
- The importance of ESG in government
The second part of this session we’ll cover marketing in tender driven organisations:
- Ensuring your brand is included in RFPs
- Why 100% win rates means you’re not taking enough risk and missing opportunities
- The power of top of funnel marketing in influencing bid and tender conversion
- Brand building v performance marketing
- Aligning your content marketing to your prospective client’s vision and values
- Using AI & ChatGPT during tenders
Cindy Slaven
CMO & Chair ESG Strategy, Navantia Australia
Miranda Carter
Head of Marketing & Communications - Defense, Health, Education, Govt, IFM & New Energy, Downer
Moderated by: Linda Stanojevic
Chief Strategy & Marketing Officer, Emerging Payments Association
DEMAND GENERATION
Track hosted by:
GLOBAL DEMAND CENTRE & ACCOUNT EXPANSION
During this track we’ll dig deep into demand generation in APAC with case studies followed by interactive group discussions.
Autodesk case study: Global Demand Centre Expansion – Strategy, capabilities, responsibilities and KPIs
- The scaled services provided by the demand centre
- The processes, capabilities and roles of the team
- The KPIs and responsibilities of the team
- Examples of demand gen programs for local and vertical requirements
SAS case study: Focus on Account Expansion:
- Revenue Marketing
- Demand Generation
- ABX when growing large Enterprise & Government Accounts
Deborah Manning
Sr Director Global Demand Center, Autodesk
Danielle De Amicis
Head of Marketing, ANZ, SAS
Moderated by:
Shivani Patel , VP, B2B Client Solutions, Merkle
12:30 – 1:30
LUNCH & NETWORKING BREAK
CHOOSE YOUR TRACK
CHOOSE THE TRACK MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
ENTERPRISE CMO
Track hosted by:
FROM ANZ TO GLOBAL
Case study on how strategic insight & positioning from down under influenced the GTM for global markets
This track for CMOs and leaders in large, enterprise sized organisations will be split in two parts. To kick off, we’ll be sharing a case study demonstrating how global positioning and GTM can be influenced from the region to spearhead the transformation of a longstanding enterprise.
Sparked by insight gathered from the Iron Mountain ANZ field, this case study will demonstrate how the partnership with Iron Mountain & TSM was able to simplify a complex market positioning to create one that is ownable, credible and resonates with local sales teams right through to global brand leaders. Together with an integrated GTM framework, this was the catalyst to mandate the rollout of hero messaging and creative assets across multiple global markets and in over 15 languages, all from ANZ.
In this case study, we’ll showcase the value of:
- Championing strong, smart work from ANZ up into global markets, and access global budgets to execute
- Having the conviction to buck a popular trend, and instead create an ownable and credible market position that rings true to the brand
- Building a solid integrated framework to embed the positioning in market consistently across all customer touchpoints and business units
Kristy Jones
Head of Marketing, Asia Pacific, Iron Mountain
Moderated by:
Janine Pares, Founder and MD, Thinksmart Marketing
SMB CMO
Track hosted by:
SMALL TEAMS, BUDGETS & RESOURCES
Stretching smaller teams and budgets
Not everyone has huge budgets and teams. This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources.
During this track we’ll hear from three case studies followed by an interactive audience panel discussion & Q&A.
Global Research Findings & Case Study
- Small Business, The Art, Science and Tactics That Drive Profitable Growth
Case study Roller
- Achieving global hyper growth with limited resources – how Melbourne based tech start-up Roller is accelerating global scale
Case study Oobe – a Fujitsu company
- Translate customer feedback into ROI and spearhead your customer experience innovation agenda, with this proven Voice of Customer program framework
Kalyn New
VP of Marketing, Roller
Holly Popovic
Head of Marketing & Digital, Oobe - a Fujitsu company
Geoff Main
Head of Marketing, Passionberry
Moderated by:
Renée Chaplin, VP - Asia Pacific, Constant Contact
EMERGING LEADERS
CAREER ADVICE FOR EMERGING MARKETING LEADERS
Are you embarking on your marketing career, or feeling like your career could use a boost? For more than two decades Jadanne Dare has led marketing organisations in the Asia Pacific across top 100 global brand including Verizon, SAP, Adobe, AWS and now KPMG.
In this session, Jadanne shares her experience from managing and interviewing hundreds of marketers. This practical session will focus on career planning including how to get the job, get the performance rating and the promotion you’re looking for!
- Career Planning
- Getting the job – interview tips and tricks
- Understanding performance reviews
- Demystifying promotion
Jadanne Dare
CMO, KPMG
ENTERPRISE CMO
Track hosted by:
CMO LEADERSHIP
Marketing leaders are under more pressure than ever, driving growth and innovation through their organisations, building capability of their teams and demonstrating commercial value to stakeholders and the business in general.
Joining us in a candid conversation to share their wisdom, thoughts and challenges, are leading CMOs across three diverse sectors covering tech, financial services and professional services.
During this dynamic panel discussion, we’ll delve into the role of a CMO today as a business leader, and what it takes to drive success and growth for the business and personally.
Topics our panelists will cover include:
- The role of CMO leadership and marketing as a business leadership function
- Building advocates and the art of internal stakeholder management
- Career progression and looking beyond marketing to GM, CEO or Board roles
- Marketing team structures and balance of longterm strategic thinking with tactical execution
Debra Sutton
GM APAC (former VP Marketing)
Rachael Dickinson
Head of Marketing, BT
Fraser McNaughton
CMO, Grant Thornton
Moderated by:
Janine Pares, Founder and MD, Thinksmart Marketing
SMB CMO
Track hosted by:
PANEL - STRETCHING SMALL TEAMS, BUDGETS & RESOURCES
- Stretching smaller budgets and resources further – where you can make the biggest impact with what you’ve been given
- Budget planning and making friends with your CFO
- What to outsource and what to get your hands “dirty” and learn to do yourself
- The importance of team culture and accountability of every team member
- Getting business buy in for bigger budgets, new projects and initiatives
- How small players compete for talent with the big brands offering huge salaries
Kalyn New
VP of Marketing, Roller
Holly Popovic
Head of Marketing & Digital, Oobe - a Fujitsu company
Geoff Main
Head of Marketing, Passionberry
Moderated by:
Renée Chaplin, VP - Asia Pacific, Constant Contact
EMERGING LEADERS
ADVICE FOR EMERGING MARKETING LEADERS
As you aspire to the next step in your marketing career, you’ll hear actionable advice and strategies to help you build your roadmap to career success
- Personal leadership and career advice and paths for emerging B2B marketing leaders
- Are you ready for a CMO role?
- How to present, get your voice heard and a respected seat at the executive leadership table
- Taking a strategic approach to building your personal marketing brand
- The importance of keeping up with change, self-education and staying relevant
- Developing your commercial mindset, building business acumen and financial literacy
- Essential business and financial metrics
- Making budget decisions and how to get more budget
- Advice for working with sales and other stakeholders
- How you transition from peer into a leadership position
- Which skill sets are most in demand to boost your career as a future CMO. The areas and experiences crucial to build now, to set the foundations for personal growth
- The importance of mentoring and how to secure a mentor
Stuart Matthewman
CMO, ir
Jadanne Dare
CMO, KPMG
Mari Kaupinnen
Managing Director ANZ, ITA Group
2:50pm
AFTERNOON TEA & NETWORKING BREAK
THE FUTURE OF WORK
3:20PM
Dominic Price
Work Futurist
Atlassian
GET SH*T DONE AND MAKE MARKETING MAGIC: A MODERN WORK MANIFESTO
From Amazon Prime to Instacart, we’re living in a “now” economy. Whether it’s at home or in the workplace, we expect products (and results!) to be delivered faster, with each iteration better than the last. But people are not products, and the increased focus on productivity without the practices to support them are driving teams to burn out faster and produce less, not more.
Join TEDx speaker and Atlassian work futurist Dominic Price for an insightful presentation on how to motivate the human in “human capital.” By harnessing the innate creative and collaborative nature of marketers, leaders can up-level their department’s voice within their organisation and evolve their teams into powerhouses that are known for driving outcomes, not just outputs.
Drawing from proven techniques in his work with the Fortune 500 C-suite and his Modern Work Manifesto, Dom’s talk will cover how to break down silos, lead successfully at the cross-functional table, and unleash your team’s full potential in everyday work to drive towards better, not just bigger.
CAMPAIGN SUCCESSES & FAILURES
3:45PM
PRACTICAL EXAMPLES OF CAMPAIGN FAILURES & SUCCESSES
As one of the Forum highlights (and most requested) we’ll finish off the event with some real-life practical examples of B2B campaign successes and failures.
We’ll hear from three B2B marketers, each presenting for just six minutes, sharing practical presentations about campaign delivery – integrated marketing communication campaigns in a B2B environment.
Each speaker will share one successful and one failed campaign, what were the goals, the tactics implemented, how they measured success or failure and key learnings.
Natalie Truong
CMO Oceania
EY
Stuart Matthewman
CMO
ir
Ric Shadforth
Managing Director, Head of International Marketing
State Street