2020 Full conference program will be released in January

DAY TWO: THURSDAY 21 MAY 2020

08:30

BARISTA COFFEE & NETWORKING

09:00

OPENING REMARKS

Carlos Hidalgo
CXSTRATEGY, B2B DEMAND GEN & CHANGE MANAGEMENT SPECIALIST, VISUMCX
09:10

GROWTH ACCELERATION

The Growth Engine behind Atlassian - Growth Acceleration with Focus on the Enterprise Market

Australia’s most successful start-up, Atlassian makes collaboration software powering teamwork. After only 15 years Atlassian has over 150 000 global customers ranging from startup to enterprise including 85 of the Fortune 100 such as NASA and Tesla.

Atlassian’s Silicon Valley based, Global CMO, Robert Chatwani is joining us in Sydney to share:

  • Known as pioneering the “no salesforce” software model, a model copied by others, most notably Slack, Robert will share Atlassian’s growth success to date including how they initially positioned for growth outside of Australia
  • How nine in 10 new customers still come directly through its self-service channels and how Atlassian behaves more like an e-commerce business than a global B2B tech giant
  • The focus on growth acceleration in 2020 and beyond and the balance of appealing to traditional customers while seeking and servicing the enterprise market
  • How they associate investments to growth
Robert chatwani, cmo, atlassian, speaking at b2b marketing conference in sydney australia 2020
Robert Chatwani
Global CMO, Atlassian
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.

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
Customer Experience Officer, Xero
10:10

MARKETING SUCCESS IN THE NEW B2B BUYING PARADIGM

Your world is changing. The B2B buying journey is undergoing a great paradigm shift. The unpredictable and non-linear nature of the buying process means marketers need to change the way they orchestrate the customer experience. Furthermore, today’s B2B marketing leaders are no longer just measured on pipeline contribution, but under mounting pressure to demonstrate how they deliver on revenue.

In this session, we share the new realities of B2B buying, what it means to you as a marketing leader and what it takes to achieve success. We will explore:

  • Myths versus realities: B2B buying journeys and buyer behaviors
  • Sales and marketing alignment needs a different approach
  • Where are the “blind spots” in content marketing and marketing analytics?
  • Understand the 3C’s in the buying experience
  • Key success imperatives in proving the value of marketing in revenue growth, while delivering an exceptional customer experience
Session sponsored by:
SEISMIC at B2B marketing conference in Sydney in 2020
10:30

NETWORKING MORNING COFFEE BREAK

11:00

CHOOSE YOUR TRACK

MARTECH & OPERATIONS

Transforming the Digital DNA across Mirvac’s Customer Platforms

With a background in MarTech consulting at Deloitte Digital Europe, Nhung joined Mirvac a year ago to transform the customer strategy and roadmap for Mirvac’s customer platforms.

By managing key stakeholders for investment, adopting agility and lean design principles, she re-built the team, put new governance and agile processes in place, implemented new trends with focus on human interaction, simplicity and scalability, and applied it to Mirvac’s new Community of Excellence.

Nhung Le Nguyen
Technology Group Manager - Customer Platform & Marketing Technology, Mirvac

CUSTOMER EXPERIENCE IN B2B

Case Study

B2B CONTENT MARKETING

Aligning your content strategy with business strategy

Track sponsored by:
SEISMIC at B2B marketing conference in Sydney in 2020
Daniel McDermott Mimecast B2B Marketing Conference Sydney Australia 2020
Daniel McDermott
Marketing Director ANZ, Mimecast

BRAND

Brand Positioning, Strategy & Measurement

Why brands matter in B2B
% of budget invested in brand
Building brand above sales activation

11:30

MARTECH & OPERATIONS

Case Study

Jarther taylor cmo kpmg b2b marketing conference sydney australia 2020
Jarther Taylor
CMO, KPMG

CUSTOMER EXPERIENCE IN B2B

Case Study

How owning the Customer and a Customer Centric Culture in the organisation will help elevate the CMOs perception and position at the leadership table

B2B CONTENT MARKETING

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

BRAND

Consolidating brands during acquisitions

11:55

MARTECH & OPERATIONS

Martech Panel

CUSTOMER EXPERIENCE IN B2B

CX Panel

Ben Cutler CCO Scottish Pacific B2B Marketing Conference Sydney Australia 2020
Ben Cutler
Chief Customer Officer, Pacific Finance
Emilie Chell GM Integrity B2B Marketing Conference Sydney Australia 2020
Emilie Chell
GM Marketing & Customer Experience, Integrity Insurance

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

  • 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

BRAND

Brand Panel

The balance between brand and revenue investments – Building your “board friendly” brand strategy

Jessica Hamilton CMO B2B Marketing Conference Sydney Australia 2020
Jessica Hamilton
CMO, Australian Trade and Investment Commission (Austrade)
12:30

NETWORKING LUNCH

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.

13:30 - 14:30

BANKING/FINANCIAL SERVICES

Rachael Rankin - HSBC CMO - at B2B Marketing Conference in Sydney Australia in 2020
Rachael Rankin
Head of B2B Marketing, HSBC Australia

IT/SW

Jordan Reizes CMO Nutanix b2b marketing conference sydney australia 2020
Jordan Reizes
VP Marketing JAPAC, Nutanix
Katie Finlayson proofpoint B2B Marketing Conference Sydney Australia 2020
Katie Finlayson
Head of Marketing, APAC, Proofpoint
Pamela Cass VMware B2B Marketing Conference Sydney Australia 2020
Pamela Cass
Vice President Marketing, Asia Pacific & Japan, VMware
Session sponsored by Tech B2B Agency:
enigma-logo- B2B Marketing Leaders Conference Sydney 2020

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
Janet Glasper
National Head of Clients & Markets
Chris Saxby
Marketing & Comms Business Partner - Infrastructure, Aurecon
James Rimmer Cooper Grace Ward Lawyers B2B Marketing Conference Sydney Australia 2020
James Rimmer
Director - Marketing & Business Development, Cooper Grace Ward Lawyers

MANUFACTURING

PROPERTY/CONSTRUCTION

HEALTH

Paul Griebel CMO Johnson and Johnson Medical at Marketing Conference in Sydney Australia 2020
Paul Griebel
Director Strategic Customer Group & Board Member, Johnson & Johnson Medical
Emma Howe
CMO, Mable

ENTERPRISE DEEP (FEW BUT LARGE CUSTOMERS)

This session is for organisations with up to 250 very large accounts and long sales cycles.  Deals are usually $10M+ and involves a large amount of stakeholders during the buying process.

For marketing the main focus isn’t on generating and nurturing new leads, but on retention, up-selling, crossselling and broadening the reach within these accounts.

During this session we’ll also cover tender processes and Bid and Contract.

SMB: MINISCULE BUDGETS & TEAMS

Stretching smaller teams and budgets

We’ll share how to allocate limited budget and resources with focus on the importance of lead gen tracking, quickly changing direction when things don’t work, the importance of team culture and accountability  of every team member. This is a round table discussion – bring your own questions and advice for the table

Michelle Stewart GM Marketing Device Technologies b2b marketing conference sydney australia 2020
Michelle Stewart
GM Marketing & Digital, Device Technologies

MARKETING INTO GOVERNMENT

During this interactive group session she’ll first share why she loves marketing to government, why it’s a rewarding occupation, and conversely talk about the specific challenges for marketing into this sector such as governance, compliance, complex procurement, approval and funding.

She’ll share case studies of both failures and successes in how and to whom you communicate, the importance of working in close alignment with sales, public policy and PR specialist and the impact of lost trust and ruined relationships.

Exciting Cloud Tech Company presenting (awaiting internal approval)
Head of Public Sector Marketing ANZ
14:30 - 15:00

AFTERNOON NETWORKING COFFEE BREAK

15:00

WHY FUNNELS ARE “F*@D”

Andy Lark
Former CMO, CBA, Xero, Foxtel
15:25

The Impact of AI in Marketing - Practical and Ethical Implications

Rated CMO #26 back in 2016 while Head of Marketing, South Pacific at HP, he 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).

During this session he’ll share the impact of AI in marketing,  from both a practical to ethical implications.

Darren Needham-Walker, Group Marketing technology one B2B Marketing Conference Sydney Australia 2020
Darren Needham-Walker
Group Director Marketing, Technologyone
15:55

B2B MARKETING IN 2025

Learn how B2B CMOs world wide are future-proofing their businesses to drive growth

Where B2B CMOs are planning to focus investment, skills and capabilities development, and organisational change over the next two years.

16:25

NETWORKING DRINKS

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