Full conference program released

DAY TWO: TUESDAY 27 OCTOBER 2020

08:30

BARISTA COFFEE & NETWORKING

09:00

OPENING REMARKS

Carlos Hidalgo b2b marketing conference sydney australia 2020
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 Global CMO Atlassian B2B Marketing Leaders Conference Sydney
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 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
Customer Experience Officer, Xero
10:10

MARKETING SUCCESS IN THE NEW EXPERIENCE ECONOMY

Your world is changing. We have now entered the experience economy, where B2B buyers’ expectations are going through seismic shifts. 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 impact revenue performance.

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 these areas:

  • Myths versus realities of B2B buying journeys and buyer behaviors
  • Sales and marketing alignment needs a different approach
  • The 3C’s of the buyer experience
  • Where are the “blind spots” in content marketing and marketing analytics?
  • Key success imperatives in proving the value of marketing in revenue results, while delivering an exceptional customer experience
Andy McFarlane Telstra adviser services b2b marketing conference sydney australia 2020
Andy McFarlane
CMO, Telstra Enterprise
Session sponsored by:
Seismic b2b marketing conference Sydney Australia 2020
10:30

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

MAPPING MARTECH TO BUSINESS REVENUE

In order to speak the language used at the executive table, CMOs need to be able to attribute and track marketing-influenced revenue and marketing-influenced pipeline. While most organisations have started the martech journey, few have realised the promise.

In this session Jarther will share his knowledge gained from roles at KPMG, IBM and Telstra on managing the complexity that comes with implementing the martech stack.

  • Creating martech roadmaps based on business revenue drivers
  • Setting up attribution that allows the team to communicate the value and ROI
  • Challenges to be aware of with legacy systems
  • Best practices and lessons learned
Jarther taylor cmo kpmg b2b marketing conference sydney australia 2020
Jarther Taylor
CMO, KPMG

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

A B2B MARKETER’S ROLE IN CX

It has been argued that, stepping back, CX is what marketing is all about; that the two terms are in fact synonymous.

If this is the case, then the CMO should play a pivotal role in CX strategy be the custodian of customer experience. It falls on the shoulders of the CMO to be the voice of the customer into the business and aligning all cross-funktional teams around the customer.

This session will focus on:

• Taking the lead as a B2B marketer through initiating change and building an integrated customer, employee and brand experience
• How to identify which components of CX within a business need to be transformed
• What are the right CX metrics to share with the leadership team?
• The cultural aspects of CX change: how to influence departments outside of marketing’s control
• Generating impact without direct authority

B2B CONTENT MARKETING

Track hosted by:
Seismic b2b marketing conference Sydney Australia 2020
Track moderated by: Iris Chan, Marketing Director APAC and Japan, Seismic

PILOTING A LOCAL, NON-BRANDED NEWSROOM TO DRIVE DEMAND AND INBOUND LEADS

Supplementing the existing content strategy, Daniel convinced Mimecast HQ to pilot a new content approach for driving inbound leads and generating strong thought-leadership in the local market…in a heavily content-cluttered marketplace.

During this session Daniel will share how his team managed to convince HQ to do the pilot and how they:
• Identified an “empty” content niche by analysing existing local content players, who had a voice and how strong
• The strategy behind building for a local audience, but leveraging HQ intelligence
• Balancing local and global content to avoid cannibalising
• The distribution strategy for content amplification

Daniel McDermott Mimecast B2B Marketing Conference Sydney Australia 2020
Daniel McDermott
Marketing Director ANZ, Mimecast

BRAND

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

BRAND POSITIONING, STRATEGY & MEASUREMENT

  • 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

11:30

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.

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 TECHNOLOGY - AND ITS EFFECTIVE USE TO CREATE, MANAGE, DELIVER, AND SCALE ENTERPRISE CONTENT AND MARKETING

Marketing organisations in Australia invest 23-30% of their marketing budget on content development. Marketers are now well-equipped to measure audience engagement with content at the top of the funnel. Yet there is little visibility on how buyers engage with content when sales teams follow up on the leads. With increasing pressure to be accountable for revenue, how do you ensure salespeople use the right content, for the right opportunity, at the right time in the buying journey? In this session we will discuss how to optimise content processes for greater customer value and ROMI:

  • Enabling marketing and sales to speak a common language through technology
  • Keeping content always up-to-date and brand compliant
  • Integrating content, data and technology to maximise sales effectiveness
  • Steps to success in content transformation initiatives
  • Hyper-personalisation of content, at scale
  • Measuring the impact of content on revenue

BRAND

RE-BRANDING AUSTRALIA

The Australian Trade and Investment Commission – or Austrade are responsible for promoting Australian trade, investment, education and tourism to the world.

With experience gained in marketing leadership roles at IBM, Qantas and Deloitte, Jessica will share some of her key learning from revitalising Australia’s Nation Brand to be more than just a tourist destination.

She’ll share learning from this large-scale brand transformation including:

  • Create a consistent brand narrative that encourages Storytelling all over the world that inspires clients* and employees alike.
  • Positioning the brand across a wide variety of industries and geographies
  • Supporting the new brand proposition with data-driven insights
  • Influencing stakeholders outside of marketing’s chain of command on positioning of the new brand
Jessica Hamilton CMO B2B Marketing Conference Sydney Australia 2020
Jessica Hamilton
CMO, Australian Trade and Investment Commission (Austrade)
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

Kelly Ryan TCS b2b marketing conference sydney australia 2020
Kelly Ryan
Director, Head of Marketing and Comms, TCS

CUSTOMER EXPERIENCE IN B2B

PANEL: CX FOR SUCCESS

What does great customer experience look like?

In this session the panel will 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

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
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

  • 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
Andrew Rogan commsec adviser services b2b marketing conference sydney australia 2020
Andrew Rogan
Senior Manager - Marketing & Content, CommSec Adviser Services
Tori Starkey - CMO and General Manager Ricoh Australia - B2B Marketing Conference Sydney 2020
Tori Starkey
CMO & General Manager, Marketing

BRAND

BRAND PANEL

Balancing long-term brand building activities and short-term demand generation and the budget allocation of each.

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.

Pamela Cass VMware B2B Marketing Conference Sydney Australia 2020
Pamela Cass
Vice President Marketing, Asia Pacific & Japan, VMware
Mark Renshaw CMO Siteminder B2B Marketing Conference Sydney Australia 2020
Mark Renshaw
CMO, Siteminder
Melanie Riding GM Broadspectrum B2B Marketing Conference Sydney Australia 2020
Melanie Riding
GM, Corporate Marketing and Comms, Broadspectrum
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.

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

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,Enigma Marketing APAC
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
Kelly Ryan TCS b2b marketing conference sydney australia 2020
Kelly Ryan
Director, Head of Marketing and Comms, TCS
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

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

• 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?
• Advancing the marketing department as credible, growth and revenue driver for the business
• The role of brand for firms in the manufacturing sector

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

Sabine Wagner Mercedes Benz Network B2B Marketing Conference Sydney Australia 2020
Sabine Wagner
Head of Product Management and Marketing, Mercedes-Benz Australia
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
Rosa Manetta Rentokil B2B Marketing Conference Sydney Australia 2020
Rosa Manetta
Marketing Director Pacific, Rentokil Initial

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

HEALTH

PROTECTING MARKET SHARE, MARGIN AND PRICE IN A RAPIDLY CHANGING ENVIRONMENT.

The Australian health sector is undergoing structural changes, driven in part by declining rates of private insurance participation and decreasing revenue from government.

In this session the panel will discuss marketing’s role in addressing these challenges and more:

  • How to shift from price to value
  • Getting smarter around segmentation
  • End-to-end service delivery incorporating robotics, AI and the full digital suite
  • Finding efficiencies in the product portfolio to counter price erosion and cost containment
Moderated by: Rowena Millward, Managing Partner, MacMORGAN
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

SMB

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

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”

WHY FUNNELS ARE F%@D – GETTING BRAND 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
15:25

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
15:55

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

CLOSE OF CONFERENCE

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