DAY TWO Thursday 5 May 2022
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
GROWTH
09:10
Deon Newman
Global CMO – Cloud and Systems
IBM
WITHOUT COMPROMISE – WHAT IT TAKES TO LEAD A NEW CATEGORY
Progress is adapting to change and embracing the unexpected. You need to be flexible to grow—while never compromising on your foundational purpose. At 110 years old, IBM has been reimagined many times, with many offerings. How does a brand like IBM remain true to a deep core values and purpose, yet stay flexible to take on challenges like marketing in the highly competitive hybrid cloud space? Join Deon Newman, Global CMO & VP for IBM Cloud and Systems to hear:
- How to compete against an ever-changing landscape
- A deep industry segmentation strategy for attacking the market
- Building IBM’s challenger brand perception in Cloud
- The importance of working closely with partners
09:35
Debra Sutton
Regional Vice President Marketing APAC
WalkMe
THE RELATIONAL BUSINESS LEADER VS THE EXECUTIONAL MARKETER
During this session Debra will share how as business leaders and B2B marketers, the secret sauce to your success is to never forget your focus on driving relationships with both customers and internal stakeholders.
We will discuss how B2B marketing is highly relational and by focusing on the human-centric customer touchpoints and experiences we create, whilst closely partnering with our internal stakeholders, we can rise above the average and greatly impact revenue and make powerful contributions to our organisations.
Debra will share how her groundbreaking local campaign was adopted globally, and explain how behaving as a relational business leader comes into play for these marketing triumphs!
CUSTOMER EXPERIENCE
10:00
Vicky Katsabaris
Director of Experience Management Solutions & Strategy
Qualtrics
BRINGING CUSTOMER, EMPLOYEE, PRODUCT AND BRAND EXPERIENCE TOGETHER TO DECREASE CHURN AND INCREASE CUSTOMER LIFETIME VALUE
“How you treat your employees is how they treat customers, which influences how customers perceive your brand” – Qualtrics
When it comes to increasing customer lifetime value, boosting sales, and decreasing churn, experience is rapidly becoming a key competitive advantage across all industries and sectors.
For Qualtrics – which for the last two decades has helped organisations design and deliver industry leading customer and employee experiences – great customer experiences are shaped by your brand promise, they are embodied in product and service delivery, and they are delivered by happy employees who provide superior services and support.
During this session, Vicky, who before joining Qualtrics spent three years as Telstra’s GM Customer Advocacy Strategy, will explore how organisations can become experience-centric by:
- Empower every member of the business to take action and improve the customer experience at every touchpoint
- Think beyond traditional brand and customer experience programs to deepen relationships
- Uncover the intrinsic link between employee, brand and customer experience, and continually making improvements to your programs with
confidence and precision - She will share proven examples of B2B organisations being exponentially rewarded by their focus on experience
Session sponsored by:
10:30-11:00
MORNING COFFEE & NETWORKING BREAK
11:00
Choose one of four tracks: Growth, Data, Content or Brand
GROWTH & DEMAND GEN.
Track hosted by:
Track moderated by: Mari Kauppinen, Managing Director APAC, The Marketing Practice
GROWTH
Increasingly B2B marketers are owning aggressive growth targets which present a great opportunity to firmly cement that respected seat at the leadership table.
During this session we’ll be discussing strategies that enable marketing to be the engine room for growth for the business. Whether it’s growth through existing customers and ABM or demand gen and securing new logos or pipeline acceleration and campaigns that drive faster conversion.
We’ll be discussing marketing’s involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star.
JP (Jean-Philippe) Nicou
VP Marketing JAPAC, Netsuite
Janet Shi
Head of Marketing APJ - Marketplace, AWS
DATA, INSIGHTS & TECH
Track hosted by:
Track moderated by: Alex Gibson, Country Manager, ANZ, Verticurl
DATA, INSIGHTS & DATA-DRIVEN DECISIONS
In order to make any kind of data-driven decisions, derive insights and slice and dice your data it has to first be clean, stored in one place, with a 360 view of the customer, a scenario most marketers and businesses very rarely see.
So, what do you or don’t you know about your data?
How do you act on insights that truly benefit your customers and help guide them down the decision making journey?
What if you don’t have a data science team, how can you as a marketer develop the data-insights and curiosity mindset?
Scott Combes
Head of Public Sector Marketing JAPAC, Google Cloud
Ljubica Radoicic
Revenue Marketing Director APAC, Autodesk
CONTENT MARKETING
Track hosted by:
Track moderated by: Rajhev Rajkumar, Director: Strategic Assets, CAPITAL-e Marketing and Events
INTEGRATING YOUR CONTENT & ABM STRATEGY
Content is the cornerstone of effective ABM strategy and keeping up with the large amount of personalised and relevant content required to support your ABM programs across the entire customer lifecycle is no easy task.
During this session we’ll be sharing successful and efficient ABM case studies focused on fully integrated content and ABM programs.
- Creating original content takes resources—time and money – learn how to repurpose and tailor your existing content to selected accounts and individuals
- The importance of storytelling when tapping into unique buyer committee pain points that speaks to their needs and interests on a personal level
- How to optimise messaging for an omnichannel ABM strategy
- Understand content KPIs for your ABM programs
- How to build testing into this process
Jade Meara
Head of Marketing ANZ, F5
Stephanie McCredie
Snr Dir ABM, Strategic Accounts & Customer Marketing, Salesforce
BRAND
Track hosted by:
Track moderated by: Felippe Diaz, Managing Director, ANZ, Just Global
FROM FUNNEL TO MEGAPHONE
We investigate the power of brand to create long-term business success. What are the strategies to grow recognition, differentiation, engagement, value, and growth?
- It will include questions such as:
- How to reposition your brand after a major change?
- The value of ‘The Silent Salesman’ (brand) in an age of disruption.
- Re-positioning your brand from a seller of products to a supplier of solutions.
- Can a business that’s well-known in one area, find a foothold in another through brand recognition alone.
- Has the ‘normal’ of the last two years effected brand strategy?
- Rational vs Emotional: Can B2B and B2C learn anything from each other?
Session moderated by: Rob Omodiagbe, Executive Creative Director, Just Global
Dan Smith
GM Marketing Fujifilm Business Innovation Australia
Katie Finlayson
Marketing Director APAC, Proofpoint
Rochelle Tognetti
CMO & Partner, Deloitte
Steven Daskalakis
Marketing Director ANZ, Workday
11:45
CHOOSE ONE OF FOUR TRACKS: GROWTH, DATA, CONTENT OR BRAND
GROWTH & DEMAND GEN.
Track hosted by:
Track moderated by: Mari Kauppinen, Managing Director APAC, The Marketing Practice
DEMAND GENERATION
During this session we’ll hear two case studies:
From OKTA: Building an APAC Demand Centre focused on new customer growth
10 year old, San Francisco based Identity as a Service (IDaaS) company Okta has seen enormous growth with customer retention revenue of over 120%.
But with accelerated growth targets of going from a $1B to $4B revenue business in the next few years, the organisation had to transform to become a more predictable and scalable business.
Laura was hired to accelerate the APAC growth by setting up the APAC Demand Centre (one of three globally). She’ll share:
• 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
From Cisco: Engagement as a new focus for Demand
Learn how Cisco is building upon it’s global demand centre capability through analytics and insights to create a new indicator for campaign targeting: customer engagement. By measuring customer engagement with Cisco, competitors and 3rd party content, Cisco’s marketers can provide much richer insights into both purchase propensity and warning signals to sales. Customer engagement is the new leading indicator for prioritising customer outreach.
Laura Snyder
APAC Demand Centre Director, Okta
Salim Sebkhi
Head of Commercial & Channel Growth Marketing, Cisco
DATA , INSIGHTS & TECH
Track hosted by:
Track moderated by: Alex Gibson, Country Manager, ANZ, Verticurl
DEVELOPING DATA DRIVEN CX LEADERSHIP
During this session we’ll discuss how to develop data driven CX leadership to engage customers and win more business. How rolling out of a new GTM approach enable the business to start making the right decisions about Where to Play and How to Win and execute flawlessly to drive improved CX and growth via customer development.
You’ll learn how to successfully transition to a lifecycle-based customer experience model to:
- Transform: Create competitive advantage via a connected CX and proactively managing customer journeys
- Revenue: Increase lifetime value of existing customers
- Transform: Data Driven Decision Making enabled via a connected customer data platform
Julienne Harry
GM Digital Experience, Lendlease
Tori Starkey
Head of CX, Marketing, Education & Analytics, Class
CONTENT MARKETING
Track hosted by:
Track moderated by: Rajhev Rajkumar, Director: Strategic Assets, CAPITAL-e Marketing and Events
CASE STUDY: CONTENT CAMPAIGNS DURING LONG COMPLEX SALES CYCLES
During this session we’ll hear two case studies:
From NEC: Mapping content to long, complex buyer journeys across APAC
NEC an ICT, AI and Biometrics company with HQ in Japan, hasn’t sold consumer products since the 1990s and with 85% of revenue coming from existing large Enterprise customers and State and Federal Government Agencies.
During this practical session, David will take you through the highly targeted content plan and campaign: “Creating Value” derived from and aligned with business strategy.
He’ll share:
- The ICP, persona & journey map for their long complex sales cycles into Enterprise and Government
- How they’re using ambassadors and customer advocacy/case studies as part of their strategy
- How they’re using long and short form content
- How they’re experimenting with and the results of new channels
- The data, measurements, KPIs and success metrics
From PwC: Content Marketing Strategy and Thought Leadership for Digital Channels
Roslyn will draw from her career spanning journalism, publishing, content marketing and digital marketing:
- PwC’s thought leadership and content marketing strategy: combining client-centric thought leadership with market-leading execution including content formats, channels and internal engagement.
- Using data-driven insights to improve the effectiveness of content marketing
- Case studies on PwC Australia’s signature campaigns for their annual CEO Survey and Federal Budget analysis
David Borean
VP Brand & Customer Experience, NEC
Roslyn Atkinson
Head of Thought Leadership, Content, Digital, PwC
BRAND
Track hosted by:
Track moderated by: Felippe Diaz, Managing Director, ANZ, Just Global
BRAND
During this session we’ll hear three short, sharp case studies (informal discussions to be continued during the lunch break):
From Kyndryl (a 19B$ spinoff from IBM): Building a new brand and marketing function
Imagine you are given a blank canvas to re-build, from scratch, the entire marketing function for your business…what would you do?
How would you position the new narrative? What guiding principles, pillars and framework would you put in place?
The team at Kyndryl, an IBM spin-off with over 4500 existing clients and 90k employees globally were given just that opportunity.
Kimberly will share the guiding principles, pillars and frameworks the leadership team is using to launch Kyndryl as they’re rebuilding everything in marketing with a client and customer first approach
- Building a new brand for a people-based company
- Designing a customer-centric, outcomes focused organisation
- Enabling and empowering a layers / silos-free organisation, that is agile at the core
From Xero: Building an authentic brand from the inside out
Xero is one of the fastest growing tech companies globally and operates across AU NZ Asia US & UK. As GM of Brand, my purpose is to make every Xero Brand touchpoint beautiful and one that reflects our company purpose and values. What we create and nurture inside is what we reflect and extend outside to our many communities.
From Ashurst: Global transformation of marketing, comms and brand – driving strategic direction
- Part of the Global Executive team, Diane will share how she was hired to transform the brand, marketing and comms function at the global law firm.
- Diane will share how she’s building a collaborative global team, introducing strategic and digital marketing capability, leading key initiatives with focus on purpose and brand and how she measures success.
Kimberley Marlay
CMO ANZ, Kyndryl (Formerly IBM Services)
Penny Elmslie
Global GM Brand & Community, Xero
Diane Gates
Global CMO, Ashurst
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
GROWTH MARKETING FOR THE IT/TECH/SAAS/CLOUD SECTOR
Panellists will share their main challenges and opportunities as B2B marketers in IT/tech/SaaS/Cloud including:
- Addressing the common challenges in IT/Tech marketing
- Best-practice in cut-through to the ‘unreachable’ CIO and IT/Tech Exec Buying Party
- Designing a ‘full funnel’ content strategy (without the tech jargon)
- What is the new-norm in marketing to this digital-savvy, tech-savvy audience
- Using martech (and data) to sell tech products and services (what’s the must-have tech stack)
- Awesome IT/Tech/SaaS/Cloud marketing examples
This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session. A fun and engaging format that will have you on your feet (literally!) and energised with new thinking!
Chad Pearce
VP Marketing APAC, Zendesk
Debra Sutton
RVP Marketing APAC, WalkMe
Sophie Pank
Director of Marketing APAC, Deputy
Moderated by:
Stuart Jaffray
Managing Director, Green Hat
Track hosted by:
B2B MARKETING IN BANKING/FINANCIAL SERVICES
Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services including:
- The role of marketers and impacts of COVID, geo-politics and ESG
- Balancing B2B and B2C and moving from a focus of B2B to B2B2C
- Humanising financial services and earning trust
- How marketers are taking a leading role in driving CX
- Implementing new technologies and new ways of working- the challenges and opportunities for marketing
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Jon Amery
Head of Marketing, AFG Australian Finance Group
Marc Joshi
GM Marketing & Comms, QIC
Elly Bloom
Executive GM Marketing, Business and Private Bank, NAB
Moderated by:
Meri Kukkonen
Head of ANZ, Progress
Track hosted by:
B2B MARKETING IN CONSTRUCTION/PROPERTY/REAL ESTATE
Panellists will share their main challenges and opportunities as B2B marketers in Construction/Property/Real Estate including:
- Digital transformation programs
- The importance of brand positioning and innovation in an undifferentiated industry
- Journey mapping and segmentation in Office and Industrial
- CX and the customer journey following the advent of ‘proptech’
- Using big data and analytics to improve the tenant experience
- Content Strategy
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Julienne Harry
GM - Digital Experience, Corporate Affairs and Marketing, Lendlease
Lena Peacock
Leading Industrial Marketing, Frasers Property Industrial
Moderated by:
Bobbi Mahlab
Founder and Chair, Mahlab
Track hosted by:
B2B MARKETING IN MANUFACTURING
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
- 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
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Mark Brown
GM Marketing, Konica Minolta
Josette Addinall
VP Marketing, Communications and DCR, Schneider Electric
Moderated by:
Bobbi Mahlab
Founder and Chair, Mahlab
Track hosted by:
B2B MARKETING IN PROFESSIONAL SERVICES
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.
Janelle Cook
Head of Marketing and Communications, BCG
Sonia Adams
Global Chief Client Officer, Former President ICON (APSMA)
Fraser McNaughton
CMO, Grant Thornton
Moderated by:
Mona Lolas
B2B Solutions Partner APJ, Forrester & Board Member ICON APAC
Track supported by:
2:50pm
AFTERNOON TEA & NETWORKING BREAK
DIGITAL ENGAGEMENT
3:20PM
Leandro Perez
VP & CMO APAC
Salesforce
Tim Johnston
Senior Marketing Director APJ
ON24
THE NEXT HORIZON FOR B2B DIGITAL ENGAGEMENT
Our audiences have changed in the last 2 years, they now come with new expectations for what a digital engagement should be, so as marketers how do we keep up with the pace of change and innovations?
Join us for a fireside chat on ‘The Next Horizon for B2B Digital Engagement’ where Tim Johnston, ON24’s Senior Marketing Director, and Leandro Perez, Saleforce’s VP & CMO, Asia Pacific, will discuss the future of digital engagement and the key to success in a digital-first world.
Takeaways include:
- Delivering memorable digital experiences that stand out
- How to track and measure success beyond vanity metrics
- The balancing act between the physical and digital worlds
- The new skill sets you’re going to need on your team to take on the future
Session sponsored by:
THE FUTURE OF B2B MARKETING
3:45PM
Kevin Ryder
Global Chief Marketing & Product Officer
IR
Harvey Sanchez
Chief Customer and Marketing Officer
Nearmap
Adriana Giometti
Chief Marketing & CX Officer
Holman Webb Lawyers
Daryl Wright
Principal Analyst
Forrester
THE FUTURE OF MARKETING
What does the future marketing leader look like, and what can B2B organisations do to travel to that future?
For two decades, B2B marketers have leveraged emerging tech, built new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, serve, and retain customers. But dramatic changes in buyers’ behaviour, evolving business models, and fast-paced technology advances have conspired — along with a global pandemic — to mandate an evolution. B2B marketing leaders must transform from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose and own the customer.
Customer obsession — putting the customer at the centre of your leadership, strategy, and operations — helps companies survive and thrive. Data from Forrester’s State Of Customer Obsession 2021 survey shows that customer-obsessed B2B organizations outperform their customer-naïve peers in growth, retention, and employee engagement.
Hosted By Mona Lolas, Join this session to hear from Marketing Leaders on B2B marketing’s new purpose. Key session highlights will include:
- How B2B marketers will need to leverage disruption to structure a redefined role and remit of marketing .
- How the future of skills and technology in marketing will impact growth.
- Why B2B marketers will be the architects of customer value
- Explore the characteristics of customer-obsessed B2B organisations and how leaders across these organisations align to deliver optimal value to customers.
CLOSING KEYNOTE IS NOT RECORDED AND NOT AVAILABLE TO THE LIVESTREAM AUDIENCE
4:20PM
Ronni Kahn AO
CEO & Founder
OzHarvest
A REPURPOSED LIFE
As the owner of a successful events company, throwing away huge volumes of leftover food at the end of the day came with the territory. But when Ronni Kahn, (Officer of the Order of Australia (AO) and named Australian Local Hero of the Year) hit midlife, she found herself no longer able to turn a blind eye to her food waste problem. Hand delivering the untouched food to homeless shelters around Sydney became her renegade solution. Little did she know that fixing her small problem at work would lead her to unlock a hidden purpose at the very core of her inner life.
Now founder and CEO of the food rescue organisation OzHarvest, Ronni leads hundreds of staff and thousands of volunteers with the goal to nourish Australia. She serves in an advisory capacity to government and is an instrumental leader in changing federal laws to improve social justice and environmental policies.
A Repurposed Life is the story of how Ronni found her voice, her heart and her deepest calling. From her early years growing up under the brutal system of apartheid South Africa, to a socialist commune in Israel, Ronni finally settled in Australia to discover a profound new way of living. Shared with the humour, warmth and energy that have made her an internationally renowned keynote speaker, this heartfelt exploration of the choices that define us will speak to anyone seeking a more passionate expression of being alive.
Her journey is the subject of a feature film, Food Fighter and her memoir, A Repurposed Life, has recently been published.
Session brought to you by CAPITAL-e (all speaking fees donated to the OzHarvest charity)
