2021 Program

DAY TWO: THURSDAY 27 MAY 2021

08:30

BARISTA COFFEE & NETWORKING

09:00

MC'S OPENING REMARKS & DAY ONE RE-CAP

James O'Flaherty
Day two MC - Managing Director APAC, Just Global
09:10

DEMAND GENERATION AND FIELD MARKETING

BUILDING AN INTEGRATED GLOBAL DEMAND & FIELD MARKETING ENGINE

Pam leads global demand and regional field marketing, which includes VMware’s end-to-end demand gen strategy from creation to execution, encompassing field marketing, events, and global campaigns. Based in Sydney, she is VMware’s first senior global marketing leader based outside the US.
During her session Pam will share her exciting personal journey and learnings around:

  • Putting in place a new integrated global go-to-market model to build pipeline and drive customer engagement
  • How she has been building and scaling a truly global demand team via Zoom from Sydney
  • Marketing leadership advice for securing and navigating a Global VP role
Pamela Cass VMware B2B Marketing Conference Sydney Australia 2020
Pamela Cass
Global VP Demand Generation & Field Marketing, VMware
09:35

CUSTOMER EXPERIENCE IN B2B

THE CMO AS OWNER OF CUSTOMER, MARKETING, SALES AND PEOPLE

The ultimate “nirvana” of Customer Experience and Customer Centric cultures, where the customer, employee and brand experiences are fully integrated, is for Rachael and Xero, when the CMO is the owner of Marketing, Customer and People and Sales.

With a background in Marketing and HR, Rachael left IBM and joined Xero, one of the fastest growing Software as a Service companies globally, as Chief People Officer responsible for the Customer Success and People Experience functions globally.

In 2018 she was tasked with driving the Global Customer Experience Strategy and added Customer and Marketing to her remit to deliver on the promise of a truly customer centric organisation.

In this session, Rachael will show how you, as a B2B marketer can initiate and lead the change and build an integrated customer, employee and brand experience.

Rachael Powell cmo B2B Marketing Conference Sydney Australia 2020
Rachael Powell
Global CMO & Customer Experience Officer, Xero
10:00

ALIGNING MARKETING AND SALES FOR REVENUE SUCCESS IN THE DIGITAL-FIRST WORLD

Today’s marketing leaders are no longer just accountable for demand creation, but also expected to demonstrate direct revenue contribution. Success of marketing teams is underpinned by close partnership with sales colleagues to deliver exceptional customer experiences and capture growth opportunities.

Andy McFarlane spearheaded the business transformation at Telstra Enterprise, introducing organisational capabilities to increase business agility and foster a customer-centric culture. In this fireside chat, Andy shares his insights and learnings from the shift towards a data-driven model of content-influenced revenue. We will explore:

  • Rising trends in digital storytelling for a connected customer experience
  • How you can align marketing and sales teams effectively to unlock revenue performance
  • How to build trust, relevance and confidence with clients
  • Proving value: Measuring the impact of content on revenue results
Iris Chan
CMO, Asia Pacific and Japan, Seismic
Session sponsored by:
Seismic b2b marketing conference Sydney Australia 2020
10:25

NETWORKING MORNING COFFEE BREAK

11:00

CHOOSE YOUR TRACK

MARTECH & OPERATIONS

Track hosted by:
Green Hat b2b marketing conference Sydney Australia 2020
Track moderated by: Andrew Haussegger, CEO, Green Hat

OPERATIONS AND TECH FOR FULL FUNNEL ABM

Unpacking the practical marketing operations (and tech) for full funnel account-centric marketing

A key aspiration of B2B marketers is to target accounts directly and effectively – and at the same time minimise wastage. Advances in technology and data has given marketers the ‘jab’ they needed to personally engage and track specific accounts through their buying process.

In this session, you will learn how to:

  • Determine if ABM, and the associated tech is right for you?
  • Differentiate your martech options for ABM
  • Understand the new breed of full-funnel ABM platforms
  • Feed intent and buying signals of the customer to the sales team in almost-realtime
  • Empower the sales team with account dashboards and engagement visibility

CUSTOMER EXPERIENCE IN B2B

Track hosted by:
Sitecore b2b marketing conference Sydney Australia 2020
Track moderated by: Veronica Mikhail, Head of Marketing, APAC and Japan, Sitecore

BUILDING A GLOBAL CX, SUCCESS & RETENTION PROGRAM

Having spent 13 years in B2B and B2C ecommerce with eBay and PayPal, Britta joined Australian tech start-up and ASX 200 Nearmap two years ago to build a Global Customer Experience Team and post-sale Customer Success program.

During this session she’ll share:

  • How Customer Experience, Customer Success, and Customer Retention interlink
  • How to create seamless experiences and delighting customers at every interaction while delivering on the brand promise post sale
  • Why it’s important to understand customer needs, leverage customer insights, and create the right engagement for the right customer at the right time
  • The role of data to support CX strategies as well as the challenge of data silos preventing a 360 degree view of the customer
  • How to leverage NPS, CSAT and CES measurements to achieve a focus on customer-centricity internally
  • The cultural aspects of CX change: how to influence departments and generating impact without direct authority
BRITTA BAUMANN NEARMAP SYDNEY 2021
Britta Baumann
Director, Global Customer Experience and Success, Nearmap

B2B CONTENT MARKETING

Track hosted by:
TSM_logo_full
Track moderated by: Janine Pares, Managing Director, Thinksmart Marketing

IMPROVING THE GLOBAL PERFORMANCE AND MATURITY OF DIGITAL MARKETING WITH FOCUS ON CONTENT MARKETING

Prue Carlton-Konica Minolta-B2B Marketing Leaders Forum APAC 2021
Prue Carlton
Head of Global Digital Transformation, Konica Minolta

BRAND

Track hosted by:
LinkedIn B2B Marketing Conference Sydney Australia 2020
Track moderated by: Prue Cox, Director of Marketing Solutions, LinkedIn

CASE STUDY

In 2016 US based CSC acquired Australia’s largest independent and publicly-owned IT services company UXC. UXC had overtime acquired 11 Australian IT brands with a combined 3000 customers in ANZ.
While Bernice was in the middle of integrating these 11 brands into CSC, 2 additional acquisition occurred plus CSC and HP merged and created the new Global brand “DXC Technology”.

Two years later DXC Technology is going through a re-brand again.
During this session Bernice will share her war stories and learnings from:

  • Locally consolidated the 13 Australian brands into new DXC practices under a global Masterbrand whilst establishing a new brand in a mature and highly competitive market
  • Balancing both local and global HQ brand expectations
  • Building brand above sales activation
  • The need for consistency, relevance and clarity of brand positioning and messaging
  • Delivering a consistent and memorable brand experience across touchpoints
Bernice-Muncaster-DXC-Director-B2B Marketing Leaders Forum Conference Sydney
Bernice Muncaster
Director, Marketing & Communications APAC, DXC
11:30

MARTECH & OPERATIONS

HAVE TECH. CAN TRACK! (A CASE STUDY OF MEASURABLE MARKETING)

Only 18% of respondents to the 2021 Green Hat/AMI B2B Marketing Research report claimed to accurately track and communicate marketing ROI. Digital marketing produces a flood of data. Marketers need the right tech integrated the right way to measure what matters – generally being pipeline, funnel conversion and campaign attribution.

In this non-technical plain-speaking case study, you will learn how corporate travel leader CMT :

  • Identified with the Sales org the data that mattered in the pursuit of revenue
  • Connected platforms for measurable data flow
  • Defined its attribution reporting – simply
  • Optimised channels and campaigns based on performance measurement
  • Translated ROI into ‘commercial-speak’ for the C-suite

CUSTOMER EXPERIENCE IN B2B

DIGITAL TRANSFORMATION IS THE NEW NORM FOR B2B MARKETERS

Achieving your business objectives through a CX strategy needs the right mix of capabilities, with technology playing an ever-increasing part. As our customers’ expectations continue to grow and technology advances such as AI become more prevalent, your company needs to be fighting-fit in order to evolve.

  • Why it starts with creating a culture of change
  • Closing the distance between your IT Team and your customers is vital
  • What it truly means to be Agile and some simple practices which work in any business context
  • Your transformation doesn’t have an end date… what does that mean for you?
Kirsty McKay Coteshire b2b marketing conference sydney australia 2020
Kirsty McKay
Group Manager – Program Delivery & PMO, Coates Hire

B2B CONTENT MARKETING

CONTENT & CAMPAIGN CASE STUDY

Faced with ambitious ANZ growth targets, Li was tasked with driving awareness, demand-gen and credibility for NICE’s CXone platform.

In this case study, we’ll share the high-impact initiative, and how the marketing team was able to cut through the competitive clutter, achieve phenomenal awareness, drive customer engagement, and deliver sales opportunities.

During this practical session we’ll share:

  • The creative-led campaign to cut through in a very noisy COVID-19 market
  • How market and customer activation was the centre to extend media dollars and over-achieve on share of voice (SOV)
  • The Full-funnel approach to drive TOF awareness and BOF conversion across multiple touchpoints
  • Learnings and lessons in stakeholder management, alignment, and garnering support from siloed global teams
Li Loo
Head of Marketing & Demand Gen ANZ, NICE

BRAND

CASE STUDY

Vladka Kazda
Marketing Director-AU, Xero
11:55

MARTECH & OPERATIONS

MARTECH PANEL

The unabated growth of martech solutions has led to a myriad of offerings for B2B marketers to consider and evaluate.

Our panellists will discuss the future of martech including:

  • Future forecast: will the pace of martech adoption continue across 2020/21 at its current frenetic rate?
  • What should marketing leaders do to address the martech skills shortage?
  • How do you leverage the technologies around blockchain, ML, AI, IoT for marketing?
  • Intent data as a channel for B2B marketing
  • Incremental steps you can take when faced with legacy systems and processes

Moderated by: Andrew Haussegger, CEO, Green Hat

Bernice-Muncaster-DXC-Director-B2B Marketing Leaders Forum Conference Sydney
Bernice Muncaster
Director, Marketing & Communications APAC, DXC
Joanne-woo-cmo-abb-marketing-events-b2b-conference-sydney-australia-2021
Joanne Woo
Head of Marketing & Communications, ABB
Josette Addinall
Marketing Director, Enterprise, Telstra

CUSTOMER EXPERIENCE IN B2B

PANEL: CX FOR SUCCESS

What does great customer experience look like?

In this session the panel we’ll discuss:

• Why CX is a struggle
• Building CX capability, structure and culture: the CMO’s role
• Advice for getting started with CX
• Who owns the customer when the Key Account Director leaves the organisation?
• Closing the CX gap
• The value of pain points and opportunity points
• Turning insights into programs that improve CX

Moderated by: Veronica Mikhail, Head of Marketing, JAPAC, Sitecore

Ben Cutler CCO Scottish Pacific B2B Marketing Conference Sydney Australia 2020
Ben Cutler
Chief Customer Officer, ScotPac Business Finance
Emilie Chell GM Integrity B2B Marketing Conference Sydney Australia 2020
Emilie Chell
GM Marketing & Customer Experience, Integrity Insurance
Richard Anderson EML b2b marketing conference sydney australia 2020
Richard Anderson
Group Chief Marketing Officer, EML Payments

B2B CONTENT MARKETING

CONTENT MARKETING MEASUREMENT PANEL

Content Marketing as a Revenue Function

According to CMI, year after year, content marketers consistently cite measuring content effectiveness and showing ROI among their top challenges.

During this panel, B2B Content Marketers share the data and analytics they use to prove the effectiveness of their content efforts and how they’re proving content drives business and revenue

  • What are the best metrics to report on for content and how they tell a story on what to improve
  • Using content to progress conversations during long sales cycles
  • Analysing content engagement to understand true buyer preferences
  • Identify the right metrics to track in the buyer journey
  • How to tangibly demonstrate value from your content programs
  • Measurement models – The data that prove the effectiveness of your content efforts and ROI
  • Budget allocation to content marketing

Moderated by: Janine Pares, Managing Director, Thinksmart Marketing

linda reid, cmo at winc speaking at b2b marketing confeence in sydney in may 2021
Linda Reid
Head of Marketing & Communications, Winc
Sandipan Ghosh
Head of Marketing Medium Business ANZ, Dell Technologies
Andrew Rogan ausiex b2b marketing conference sydney australia 2021
Andrew Rogan
Senior Manager - Marketing & Content, AUSIEX

BRAND

BRAND BINGO AND BUILDING A BOARD FRIENDLY BRAND STRATEGY

  • Balancing long-term brand building activities and short-term demand generation.
  • Building your “board-friendly” brand strategy – selling the concept of brand and its importance for revenue and growth.
  • Measuring brand health, brand measurement tools and metrics.

Moderated by: Michael Levine, Head of Enterprise, LinkedIn Australia

Craig-Griffin-Macquarie-Group-B2B-Marketing-Leaders-Forum-APAC-2021
Craig Griffin
Head of Marketing and Sales, Macquarie's Banking and Financial Services
Nicole Mathias-Browne Head of Marketing, Colonial First State speaking at B2B Marketing Conference in Sydney Australia 2021
Nicole Mathias-Browne
Head of Marketing, Colonial First State
Andrea Dixon
Senior Marketing Director, JAPAC, Docusign
12:30

NETWORKING LUNCH

13:30 - 14:30
Round-Tables B2B marketing conference sydney australia 2019

INDUSTRY FOCUSED GROUP SESSIONS

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

The highly successful Industry Focused Group Sessions have been extended to one hour (because you asked us to)  and will begin with a 30min panel discussion followed by 30min group discussions.

You’ll be discussing topics that are most relevant to you and to find out from your peers how they are addressing the challenges and opportunities you are also facing.

BANKING/FINANCIAL SERVICES

Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services including:

• What is the role of marketers during a crisis (Royal Commission, bushfires, Corona Virus, Climate Change)
• 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
• Managing growth targets of 30% per year when you’re a challenger brand

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Moderated by: Alex Gibson, Country Manager, ANZ, Verticurl
Rachael Rankin - HSBC CMO - at B2B Marketing Conference in Sydney Australia in 2020
Rachael Rankin
Head of B2B Marketing, HSBC Australia
Linda Delphin Gallagher b2b marketing conference sydney australia 2020
Linda Delphin
Marketing Director, Gallagher
Lisa Vitaris-CMO-Tyro Payments-B2B Marketing Conference Sydney 2020
Lisa Vitaris
CMO, Tyro Payments
Session sponsored by MarTech Agency Partner:
Verticurl Logo 2021

IT/SOFTWARE

Panellists will share their main challenges and opportunities as B2B marketers in IT, Software, Tech including:

  • Taking control of the data strategy and conversation – are you being led by data or are you leading data?
  • Bringing insights to life and getting value out of your data
  • How are you optimising your marketing funnel?
  • How are you structuring your teams for growth?
  • Activating channel partners and making a global channel strategy work at an individual regional level

This highly interactive session will end with  round table discussions diving deeper into these topics with your peers.

Moderated by: James O’Flaherty, Managing Director APAC, Just Global
Katie Finlayson proofpoint B2B Marketing Conference Sydney Australia 2020
Katie Finlayson
Head of Marketing, APAC, Proofpoint
Kelly Ryan TCS b2b marketing conference sydney australia 2020
Kelly Ryan
Director, Head of Marketing and Comms, TCS
Session sponsored by Tech B2B Agency:
Just-Global-FullColor-Small

PROFESSIONAL SERVICES

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
  • 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
Kathryn Illy PwC B2B Marketing Conference Sydney Australia 2020
Kathryn Illy
Brand and Marketing Strategy Director, PwC
James Rimmer Cooper Grace Ward Lawyers B2B Marketing Conference Sydney Australia 2020
James Rimmer
Director - Marketing & Business Development, Cooper Grace Ward Lawyers
Chris Saxby
Marketing & Comms Business Partner, Aurecon

MANUFACTURING

Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing including:

  • CX: who is driving it in manufacturing firms and what does it look like?
  • Advancing the marketing department as credible, growth and revenue driver for the business
  • The role of brand for firms in the manufacturing sector
  • Capturing the price sensitive and convenience focused aftermarket/parts buyers by building loyalty and experience.
  • B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce
  • Adapting and leveraging Account Based Marketing (ABM) in the Manufacturing sector

This highly interactive session will end with round table discussions diving deeper into these topics with your peers

Joanne-woo-cmo-abb-marketing-events-b2b-conference-sydney-australia-2021
Joanne Woo
Head of Marketing & Communications, ABB
Sabine Wagner Mercedes Benz Network B2B Marketing Conference Sydney Australia 2020
Sabine Wagner
Head of Product Management and Marketing, Mercedes-Benz Australia (Pending Melbourne Travel Restrictions)
Toby Venables Hilti b2b marketing conference sydney australia 2020
Toby Venables
Head of Marketing, Hilti
Marnie Davey WesTrac b2b marketing conference sydney australia 2020
Marnie Davey
Marketing & Customer Experience Manager, WesTrac Cat

PROPERTY & CONSTRUCTION

DIFFERENTIATION THROUGH BRAND, DATA & INNOVATION

Panellists will share their main challenges and opportunities as B2B marketers in Property and Construction including:

  • The importance of innovation in an undifferentiated industry
  • Retention of customer data when client-facing staff exit the organisation
  • CX and the customer journey following the advent of ‘proptech’

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Ben Allen Stockland b2b marketing conference sydney australia 2020
Ben Allen
GM, Customer & Group Marketing, Stockland
Enza Capurso Charter Hal b2b marketing conference sydney australia 2020
Enza Capurso
Head of Brand and Group Marketing, Charter Hall
David Storey Colliers International b2b marketing conference sydney australia 2020
David Storey
Head of Corporate Marketing & Communications, Colliers

SMB

STRETCHING SMALLER TEAMS AND BUDGETS

Having spent 10 years with Macquarie Banking and Financial Services, two years ago Alex joined GetCapital, a seven year old Australian non-bank business lender.

During this session we’ll discuss:

The lean approach: adaptable & accountable.
From thought leadership to analysis, the marketing function is broader than ever. But it is often small teams that stretch to achieve significant growth. This is a round table discussion on why being adaptable and accountable is crucial for lean teams – bring your own questions and advice for the table.

alex pasminka cmo get capital speaking at b2b marketing conference in sydney australia 2021
Alex Pasminka
CMO, GetCapital

MARKETING INTO GOVERNMENT

During this interactive group session we’ll focus on the specific challenges of marketing into Australia’s federal and state government agencies.

We’ll focus on:

  • 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
  • Using a tightly integrated campaign approach to broaden reach and brand awareness
  • The importance of working in close alignment with sales

This is an interactive round table discussion so bring your own questions and advice for the table.

Debora Sutton, CMO, Service now speaking at b2b marketing conference in sydney australia 2021
Debra Sutton
Head of Marketing ANZ, ServiceNow
14:30 - 15:00

AFTERNOON NETWORKING COFFEE BREAK

15:00

The Impact of AI in Marketing - Practical and Ethical Implications

THE IMPACT OF AI ON MARKETING – THE BRAND TRUST DILEMMA

Rated CMO #26 back in 2016 while Head of Marketing, South Pacific at HP, Darren relocated to the USA in 2017 to lead HP’s world wide marketing team for the office printing solutions. Back in Australia he’s heading up the global marketing function at Technologyone, Australia’s largest enterprise software company and a top 150 listed company (ASX:TNE).

The hype got this one right: Artificial Intelligence and Machine Learning (AI & ML) have indeed had an outsized impact on the marketing function. While we now have the ability to hyper-target an audience, as humans we rely on complex algorithms to cope with the immense volumes of data involved.

With brand trust at an all-time low, marketers have a responsibility to ensure the use of customer data is both correct and moral. We need to have an ethical lens towards the machines and take control of the data conversation. This means triangulating with sales and customer service – the other custodians of data – and finding a holistic solution to this problem.

In this keynote speech, Darren will take us on a journey of how we got here, as well as share his insights on what today’s B2B marketers need to do to regain trust and the ethical imperative we now face.

Darren Needham-Walker, Group Marketing technology one B2B Marketing Conference Sydney Australia 2020
Darren Needham-Walker
Group Director Marketing, Technologyone
15:25

EFFECTIVELY REACHING YOUR TARGET AUDIENCE IN THE 'NEW NORMAL'

With the increase in working from home, and the reduced ability to travel or hold meetings, the past 12 months have seen a shift in how B2B marketers reach their desired audiences and effectively communicate with them.

This ‘new normal’ calls for a new way of approaching B2B marketing, one that throws into question the status quo.

Join ThinkNewsBrands general manager Vanessa Lyons as she explores the best ways to communicate with your audience with the unveiling of world-first ground-breaking research that shows how to put your customers and accounts in a receptive state of mind and increase the impact of your marketing efforts.

In this session, Vanessa will cover:

  • How 2020 has forever changed the  advertising media mix from strategy to spend and everything in between
  • How B2B marketers can get the most out of their marketing and advertising investment
  • Why the perception that all “old-school” advertising channels are ineffective is incorrect
  • The role news media can play in increasing or retaining share​
  • The brands that are already harnessing the power of news media platforms
Jane Betschel
Head of Marketing, MYOB
Vanessa Lyons Think News Brands B2B Marketing Leaders Forum APAC 2021
Vanessa Lyons
General Manager
Trisca Scott-Branagan
Marketing Executive and Industry Advisor
Session sponsored by:
ThinkNewsBrands_RGB_Black
16:05

WHY FUNNELS ARE “F*@D”

WHY FUNNELS ARE F%@D – GETTING MARKETING INVESTMENT RIGHT

During Andy’s 2019 Forum presentation on budgeting he concluded by stating that marketers’ drug of choice – the funnel – is a broken idea.

B2B customers don’t purchase in linear ways or logically but are driven by emotional buying patterns which is why B2B marketers need to find a way of flowing more budget into brand investments.

During this session he’ll explain the need to build brand above sales activation and the need to allocate (maybe not 60% of the budget – he called that ludicrous) of your marketing budget to brand.

Andy Lark
Former CMO, CBA, Xero, Foxtel
16:30

CLOSE OF CONFERENCE

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