Thursday 22 May 2025
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
Robert Chatwani
President & GM, Growth
Docusign (US)
How to drive sustainable revenue growth and brand love through product-led sales
As President and General Manager, Growth, Robert Chatwani leads DocuSign’s Marketing & Growth organization to scale its digital strategy across marketing, product, technology, and sales. He also leads all Chief Marketing Officer functions, including product marketing, field marketing, communications and public relations, content, creative and brand strategy. Before joining DocuSign, Robert was CMO of Atlassian and also spent more than a decade at eBay.
During this session Robert will share his focus on aligning the marketing and growth functions including:
The use of AI tools making marketers more productive, efficient and creative is today a non-negotiable and has in 2025 become a race for team adoption and usage.
Session sponsored by:
Carrie Smith
Managing Director, Marketing & Comms Lead ANZ
Accenture
Jodie Sangster
Founder (Former CMO, IBM & CEO, ADMA)
Australian Centre for AI in Marketing (ACAM)
Jen Thompson
Head of Product Marketing
Canva
Moderated by Lexie Walker
Sr Marketing Dir, Corporate Solutions, Strategic Alliances Asia and Emerging Markets
Thomson Reuters
Caroline Raj
Senior Marketing Director ANZ
Servicenow
Moderated by Jessica Quiney
Director of Strategy, ANZ
GPJ
As B2B marketers we’re all using experience marketing as a cornerstone of B2B strategy, helping brands engage audiences in meaningful ways. But are traditional metrics doing a good enough job to prove the business and commercial impact experiences have?
During this session, facilitated by Jessica Quiney (GPJ ANZ’s Director of Strategy), we will discuss the role of experiences in the B2B industry and whether we are measuring the success of experience marketing correctly.
Session sponsored by:
Part 1 Panel: Brands are losing control of the narrative.
AI search is changing everything—from how we consume information to where we source it. Traditional SEO is becoming redundant, and Tier 1 media can no longer carry the majority of your comms strategy. Today, your content is being scraped and served up by AI, pulled from long-forgotten-FAQs, dark funnel community groups like Reddit threads, and long-form blogs—often without your knowledge.
Whether you’re building brand or driving revenue, we urgently need to get in front of this shift or risk losing market position. The age of AI findability is here. Is your brand ready?
This session will equip senior B2B marketers with:
Part 2 – Case Study: Website traffic is dropping—but visibility might not be.
Declining website visits doesn’t necessarily mean a loss in influence. AI-powered search engines like Chat GPT and Google’s Gemini are still indexing and citing content. The new challenge is to understand what is the right content – from topic, to format, to channel, to structure.
This session will demonstrate a solution for optimising comms and marketing efforts within this evolving digital ecosystem
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.
To maintain credibility and budgets, marketers must be able to quantify marketing’s contribution to pipeline and revenue.
What earns marketing a seat at the leadership table is knowing your ROI, revenue contribution and being able to walk into a board room and report and defend your data.
Securing board funding for B2B Brand investments – and the “phenomenal” growth that followed
The reality of an APAC ABMer in the B2B Tech space: where “APAC is not a country” (really), ‘do more with less’ is practically the job title, localisation is not translation, ABM is not a personalised landing page nor a target account list, intent is not a silver bullet, integrating 1st party data with 3rd party partners is more red tape than real time, and that shiny U.S. tech stack? Well… that data is mostly just decorative here.
Part 2 Case Study: Personalised ABM at Scale—From APAC Experiment to Global Blueprint
Smarter ABM starts with smarter insights—and APAC is the ultimate testing ground. With its diverse, high-potential markets and appetite for innovation, the region is perfectly placed to pilot nimble, high-impact strategies.
In this session, we’ll unpack how SAP Concur transformed their ABM approach using agentic AI—prioritising accounts based on real-time buying signals, generating 1:1 insights at scale, and delivering personalised content and outreach that resonates. The result? A tighter, more strategic sales-marketing partnership, and a blueprint for ABM success that positions APAC not as a follower—but as the region to lead and invest in.
As marketing teams face increasing pressure to drive leads, they must also focus on accelerating pipeline growth and improving conversion rates.
This panel will explore the current state of B2B pipeline performance, key growth metrics, and strategies for maximising marketing’s impact on revenue.
Our expert panelists will discuss
They’ll also address common friction points in the funnel, the shift from traditional pipeline contribution measurements to a focus on Sales Stage One, and how to balance long-term marketing impact with short-term sales demands.
This discussion is one not to be missed as attendees will gain actionable insights on how to create a more efficient, high-performing pipeline that drives sustained business growth.
In today’s highly competitive market, the success of both marketing and sales teams being able to cut through the content clutter, capturing and maintaining the interest of potential buyers is critical to business success.
Aligning marketing and sales teams and providing them with quick access to content by surfacing the right content at the right time in the buying journey has never been more important.
In this session, you will learn how marketers can harness data-driven insights to leverage the content you already have to boost business growth.
• How sales and marketing access the right content at the right time in the buying journey
• How to help sales understand what content to use and when for consistent messaging throughout the customer journey
• How to audit content performance, maintain brand consistency, and ensure assets are compliant, up-to-date, and ready for customer success
• Use attribution to prove the ROI of content used by sales & marketing teams
• How content performance scorecards show how sales teams, prospects, and customers engage with your content so marketing teams can see which assets drive revenue to improve your sales content strategy
Join us to learn practical tips and tricks on how to measure success and accelerate growth through content marketing and analytics.
With growing concerns over data protection, social media regulation, misinformation and AI use, brand trust is an increasingly valuable commodity to both build and protect.
In this session we’ll unpack:
● How the current world order is reshaping the idea and necessity of brand trust locally and globally
● Why and how CMOs are taking a considered approach to long-term brand building
● What leading B2B brands are doing to win—and retain—trust with their customers and prospects
● How CMOs can proactively protect brand reputation and mitigate risk in volatile times
● What CMOs must do to ensure AI and social media protect brand trust—rather than eroding it
● How Australia’s data and media landscape differs and what this means for global brands operating locally
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 (approximately: Teams of up to 6 and budgets up to $800k).
During this interactive session we’ll be discussing:
… from Magnetic Island
For years the world’s leading finance, technology, energy and business brands have been partnering with the Financial Times to develop and execute impactful thought leadership strategies. Join the FT, and special guest IFM Investors, for a thought leadership case study deep dive.
In this masterclass you’ll:
Clean, accurate and constantly up-to-date data quality in your CRM and Marketing Automation systems is the necessary foundation for the use of AI tools, ABM and Intent-Data signals, to accurately measure marketing performance and to get through to your prospects premier “Focused” Inbox.
But with the average person leaving their job every three years, 33% of your data is outdated (not to mention duplicates and errors in your data entry) unless you have the processes and ownership in place for the upkeep.
In this session Henry will share:
• The 18-month data-quality clean-up project “Project Top Gun”
• From process excellence to routine clean-up – How to clean your data
• The results and impact
• Learn how to audit and clean your data
• Recommended tools for automated vs manual cleaning and maintenance
Leadership, Transformation, Navigating Change & Uncertainty – Purpose, Self-Compassion & Redirection
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
3:00pm
Shirley Tat
Global Head of Social Media
Canva
Daniel Hochuli
Head of Content Solutions APAC
LinkedIn
LinkedIn is redefining the future of video for professionals and brands alike. As the world’s most trusted professional platform, LinkedIn is evolving into a video-first, insight-driven ecosystem where influence meets impact – revolutionising B2B engagement through trust, authenticity, and effectiveness.
Join us as we dive into the B2B video revolution, including an inside look at how homegrown success story and global design powerhouse, Canva, is using video to connect with customers, engage employees, and unlock new business opportunities at scale.
Session sponsored by:
Ingela Nordenhav
Brand Consultant & Former CMO
Volvo Trucks (Sweden)
As Global CMO at Volvo Trucks and responsible for a product launch of five new trucks Ingela introduced one of the world’s best-known B2B video content plays, Jean-Claude Van Damme’s epic split between two reversing trucks which to date has seen 122M views on YouTube.
An absolute pioneer as media consumption changed from traditional TV to social media, Sydney Morning Herald called the YouTube video back in 2013 “The art of going viral”.
Ingela will share her experiences of how to reposition a brand and boost brand awareness. She will discuss the importance of a brand promise, how to get your ideas a cross the line and the results it can create.
Andy Lark,
Former CMO
CBA, Xero, Foxtel
Change is accelerating. B2B Marketing has never been harder. Fear, uncertainty and doubt are rampant.
B2B Marketing needs to adapt to and adopt a new set of fundamentals to navigate a new world in which:
Leave knowing what fundamentals to apply when and where, and how to reshape B2B marketing to create brands that are customer magnets and value creators. Andy Lark is the CRO of Liven, one of Australia’s hottest B2B startups and chair of Group Lark and The Accelerants. He’s recognised as one of the top 100 CMOs globally and speaks to hundreds of thousands globally on the tectonic shifts reshaping business and marketing.
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