08.20

REGISTRATION & BARISTA COFFEE

09:00

WELCOME AND OPENING REMARKS

09:10

FROM CMO TO CEO: The commercial reckoning for marketing

Andrew has built his career in marketing — leading the function at Salesforce, McDonald’s and NAB, before moving to New York into global leadership roles at JPMorgan Chase and Publicis. Today, he leads a Private Equity-backed 4PL logistics business as CEO.

He did not set out to become a CEO. He set out to understand how growth really works.

The biggest surprise moving into the CEO role wasn’t the scale of responsibility — it was how central marketing thinking about customer and growth was to every commercial decision.

In this opening keynote, Andrew shares what changed when he moved from leading marketing to carrying the full P&L — and why that shift reshaped how he sees the role of marketing in every organisation.

Marketing has never been more measurable, more data-driven or more sophisticated. Yet in many businesses it remains misunderstood, underleveraged — and often first questioned when economic pressure hits.

What changes that dynamic? Commercial fluency.

From the CEO seat, marketing is not evaluated by activity, engagement rates or attribution models. It is evaluated by its contribution to revenue growth, margin expansion, cash flow and return on capital.

As Andrew now puts it:

“If marketing cannot clearly connect its work to EBITDA, investment decisions will be made elsewhere. Not because marketing lacks value — but because capital always flows to what can be clearly understood.”

Drawing on practical examples from NAB’s “More Than Money” platform — where marketing was measured by card acquisition and mortgage growth — and from McDonald’s, where success was defined by traffic and frequency through the door, Andrew will demonstrate how marketing earns credibility when it aligns directly to commercial outcomes.

• He will also share lessons from leading a Private Equity-backed business in a category with just 3% market penetration — where growth must be delivered under capital discipline, operational efficiency and investor scrutiny.
• Across B2C and B2B, corporate and PE environments, Andrew will explore:
• What marketing looks like from the CEO’s side of the P&L
• The shift from activity metrics to enterprise value
• How marketing influences revenue, margin and capital efficiency
• What investors and boards expect from growth leaders
• Why financial literacy is now a leadership advantage for ambitious marketers

The capabilities that make strong marketers — customer insight, clarity of positioning, disciplined measurement and long-term brand building — are increasingly what organisations need at the highest level.

If marketing is one of the few true growth engines in an organisation, are we showing up as one?

For B2B marketers seeking to strengthen their commercial standing, expand their influence and future-proof their leadership trajectory, this keynote offers both reassurance and a practical blueprint.

09:35

A Rubric for The Rubicon: AI, Leadership & Measuring Adoption Progress

Three years ago, we were mesmerised by the ‘magic’ of ChatGPT.  Today, we’re exhausted by the AI-noise. AI is no longer a roadmap item for marketing; it is the new gravity. It is reshaping how work gets done, how decisions are made, and how competitive advantage is won.

Yet, as the technology accelerates, a gap is widening – not in capability, but in clarity.

Clarity about what we are actually optimising for. How we measure progress. How our teams should operate. And how we lead when the rules are being rewritten while the ground is still shifting.

In this session, Jeremy introduces a deceptively simple idea: before we can transform our teams, we need a shared rubric for how to think about – and lead through – this change.

Drawing on real-world examples and two decades of experience building and leading global marketing teams at Salesforce, Google Cloud, LinkedIn, and AWS he challenges conventional thinking of marketing leadership across 5 critical dimensions: Value, Maturity, Design, Technology, and Leadership.

The result is a practical framework that helps senior marketing leaders:

• Realign marketing around efficiency, effectiveness, and self-service outcomes
• Diagnose maturity and performance gaps with precision
• Redesign organisations for leverage, not just scale
• Make smarter, more deliberate investment decisions
• Lead with confidence in a world where execution is automated and judgement becomes the differentiator

But this shift carries real weight.

As AI compresses workflows and scales execution, the efficient size of a marketing team is shrinking – not because marketing matters less, but because each person now drives exponentially more impact. The question we’re all facing is no longer “how do we scale teams?” It is “how do we scale judgement, creativity, and orchestration?”

This session is designed for leaders ready to make the crossing – and build marketing teams that deliver greater impact with greater precision, develop the next generation of leaders, and create durable advantage in an AI-first world.

10:10

STATE OF AI ADOPTION ACCELERATION IN 2026

For this session we’ll be assuming all B2B marketers have now thoroughly adopted AI tools efficiently, making impact on efficiency, operational processes, marketing structures & change management.

Our panelists, representing both large and small organisations,  will discuss their current AI adoption, user acceleration and AI strategies such as:

• From adoption roadmaps to strategic consolidation, focus on workflows & operations and change management
• The adoption of AI agents and their impact on operational processes & marketing team structures
• AI-Led Sales – life-like AI agents with faces, voices, and brilliant GTM brains replacing SDRs and Sales Engineers
• How AI agents/ Superhumans are working across the sales lifecycle, from inbound to retention
• GEO (Generative Engine Optimisation) – B2B branding and findability (SEO/Search) in the era of AI
• AEO (Answer Engine Optimization) – Crafting content for AI models
• Guidance and considerations around AI tools and governance, 3rd party liability and the protection of brand integrity
• Practical examples of key tools best-in-class brands are embedding in 2026 to dial up their marketing productivity, creativity, and performance

Benchmark how AI enabled your team is vs our panelists and rest of audience

10:40-11:00

MORNING COFFEE & NETWORKING BREAK

3:30PM

THE NEW RULES OF ENGAGEMENT: Driving Revenue Through Data-Rich Digital Experiences

In an era of Do More with Less or the Same, digital engagement isn’t just a marketing function, it’s a revenue engine. As buyer journeys become increasingly self-serving and digital-first, marketers must reimagine how they connect, engage, and convert prospects across their different channels. In this session, ON24 explores the evolving expectations of B2B buyers and how leading marketing teams are leveraging first party data and buying signals, to turn digital engagement into actionable pipeline.

With budgets remaining flat or even decreasing, how can marketers multiply their programs more cost effectively to meet growth targets within Asia Pacific? Learn how leading organisations are using AI and designing their digital content journeys to capture behavioural insights, implementing personalisation at scale, delivering measurable impact across every stage of the funnel.  You’ll walk away with practical strategies and real-world examples of how ON24 customers are transforming webinars, and virtual events, into campaigns, and powering content hubs into growth platforms that deliver results long tail.

Session sponsored by:

3:55

THE FUTURE OF MARKETING IS OPERATIONS: How to survive and scale in an AI-centric world

Lessons from leading hypergrowth, GTM strategy, brand & partnerships at one of the world’s fastest-growing AI companies — and what marketing must become next.

Cameron Partridge is one of the leading voices at the intersection of AI, marketing, and commercial growth. As CMO of Invisible Technologies, the #2 fastest-growing AI company in the 2024 Inc. 5000, he led brand, growth, and go-to-market strategy as the company tripled revenue and became the go-to AI training partner for the likes of OpenAI, Google, and NVIDIA. Now back in APAC after nearly a decade in the US, Cameron advises VC and PE firms, boards, and B2B companies on how to scale brand and revenue in an AI-first world.

Now back in APAC after nearly a decade in the US, Cameron is Chief Growth Officer at Humanforce, where he is rebuilding the commercial engine for a PE-backed B2B SaaS business and applying the same AI-first operating principles at scale.

In this session, Cameron shares the playbook behind Invisible’s rise and what marketing leaders must do to survive and scale in an AI-centric world.

You’ll learn:

• How to grow like a B2C brand on a tight budget and zero based budgeting
• How AI is collapsing the lines between brand, growth, ops, and product
• Why we need to think of marketing as an operating system to move fast and stay lean
• The shift marketing leaders must make to stay in the room — and in control

Part case study, part survival guide, this session offers a rare front-row view into what’s changing and how to stay ahead.

4:20 PM

PRACTICAL EXAMPLES OF AI USAGE & AGENTS IN USE IN B2B MARKETING

From Assistants to Agents: How AI Agents are transforming B2B marketing performance
How to build AI agent teams that deliver human-quality work.

AI in B2B marketing has moved quickly from content generation and chatbots to something far more powerful: AI agents—systems that can plan, execute, and optimise multi-step marketing work with minimal human intervention.

In this closing session, you’ll learn how 3 B2B teams are using agents to scale campaign execution, improve speed-to-market, and create always-on marketing operations without increasing headcount.

We’ll break down what AI agents actually are (and how they differ from automation and traditional AI tools), then explore practical use cases across the funnel: account-based marketing coordination, audience research, campaign and content production, lead nurturing, lifecycle messaging, and performance optimisation.