2021 Program

This is an example of the content covered and featured speakers in our 2022 program. Full program to be released shortly!

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 TEAMS FOR REVENUE SUCCESS

With the radical shift in B2B buying behaviours as we work and live in a digital-first economy, success of marketing teams is underpinned by close partnership with sales colleagues to deliver exceptional customer experiences and capture growth opportunities. In this session we share insights and learnings from organisations that have effectively aligned their revenue teams to succeed in the post-COVID future. We will explore:

  • Shifting the business towards greater business agility and fostering a customer-centric culture
  • The role of data and analytics in optimising customer engagement
  • How you can align marketing and sales teams effectively to unlock revenue performance
  • Rising trends in digital storytelling for a connected customer experience
  • Proving value with content-enabled revenue: Measuring the impact of Marketing 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
Mark Phillips - THomson Reuters - B2B Marketing Leaders Forum 2021 APAC
Mark Phillips
Marketing Director ANZ, Thomson Reuters

CUSTOMER EXPERIENCE IN B2B

Track hosted by:
Sitecore b2b marketing conference Sydney Australia 2020
Track moderated by: Alison Sainsbury, Director of Digital Experience, 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

It’s a familiar scenario; increasing spend on content marketing globally, siloed regional teams, and difficultly measuring content ROI. Determined to transform their entire approach to content and digital marketing, 18mths ago the team at Konica Minolta embarked on a global transformation project.

Leading the Global team from Australia, Prue Carlton will share insights on how this project is set to lead the way for a performance-based approach to content marketing globally.

She’ll share:

  • How data was at the source of the problem, and the solution
  • Early indicators of success in performance and team collaboration
  • How this model is giving an equal voice to smaller regions and countries
  • How they got started, and how you can too
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

DXC Technology was globally launched in 2017, as a result of the merger of CSC and HPE Enterprise Services. This followed quickly after several acquisitions already completed in the Australia and New Zealand region including publicly-owned IT services company UXC.

Four years on, after a major global transformation, including a new CEO, DXC will shortly be launching a new brand identity and core values to reflect the new focus on customers, people and the community.

During this session Bernice will share her stories and learnings from:

  • Locally consolidating several Australian brands into a global Masterbrand, whilst establishing a new brand in a mature and highly competitive market
  • Balancing both local and global HQ brand expectations
  • Using employee engagement to help bring brand values to life from the inside-out
  • Delivering a consistent and memorable brand experience across touchpoints
  • Building brand above sales activation
Bernice-Muncaster-DXC-Director-B2B Marketing Leaders Forum Conference Sydney
Bernice Muncaster
Director, Marketing & Communications APAC, DXC
11:30

MARTECH & OPERATIONS

MARKETING OPERATIONS & DATA-DRIVEN TRANSFORMATION

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, Karen will share her marketing operations and data-driven transformation at Thoughtworks.
She will share:

  • How she created the Marketing Operations Function including digital, martech, data and analytics which now includes 30 people across 4 teams
  • The martech audit review and transformation to a new martech stack
  • The data migration based on the new metrics framework
  • The new attribution, reporting and dashboards
  • How she’s optimising channels and campaigns based on performance measurement
  • How she’s translating ROI into ‘commercial-speak’ for the C-suite
  • The partnership with IT
KAREN-DUMVILLE-THOUGHTWORKS-B2BMARKETING LEADERS FORUM APAC 2021
Karen Dumville
Global Head of Marketing Operations, ThoughtWorks

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

XERO’S JOURNEY FROM B2B TO B2U

Xero provides cloud-based accounting software to over two million subscribers around the world. As a leader on the 2020 Financial Times High-Growth Companies APAC list and ANZ winner of Interbrand’s Breakthrough Brands, the role of brand has been pivotal to their continued growth.  

With a shift in focus from a B2B to Business to User (B2U) approach, AU Marketing Director, Vladka Kazda, will share how Xero are building their direct relationship with users and allocating brand dollars accordingly to reach a broader community.  

Throughout the session, Vladka will discuss:

  • B2B to B2U – leveraging the flywheel for scale
  • The importance of brand in Xero’s new supporting marketing campaign
  • How to win direct and the role this plays in renewal
Vladka Kazda-Xero-B2B Marketing Leaders Forum APAC 2021
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?
  • Intent data as a channel for B2B marketing
  • Incremental steps you can take when faced with legacy systems and processes
  • How do you leverage martech for account-centric marketing?

Trisca Scott-Branagan, Account-Based Marketing Director, 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 melbourne australia 2021
Joanne Woo
Head of Marketing & Communications, ABB
Josette Addinall-Telstra-B2B Marketing Leaders Forum APAC 2021
Josette Addinall
Former 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: Alison Sainsbury, Director of Digital Experience, 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 Growth 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 methodologies and data they use to prove the effectiveness of their content efforts and how it drives business and revenue.

  • Setting objectives which align to business goals and inform success metrics
  • Key metrics for content and how they tell a story on what to improve
  • Using content to progress conversations during long customer journeys
  • Analysing content engagement to understand true buyer preferences and audience needs
  • The role and fit of amplification in your content program and how this impacts ROI
  • Measurement models – The data that prove the effectiveness of your content efforts and ROI

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-Dell Technologies-Head of Marketing-B2B Marketing Leaders Forum APAC 2021
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-Docusign-B2B Marketing Leaders Forum-APAC-2021
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
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

Make Content Less Boring. How humans are needed in Marketing.

Since the Covid pandemic, we have seen a clear shift in how B2B audiences respond to marketing, with an accelerated digital buyer journey changing the way we need to consider their brand experience . The gap between B2B and B2C has become even smaller, and the customers behind the brand are tired of the same jargon – they want to be spoken to like real people, so content has to become more personal.

In our session, we will consider the impact of this change, as well as discuss ways your content can be informed by data whilst being driven by human emotion. We will look at the way content can be planned, structured and delivered that creates the right actions, but with the empathy our audiences are all consciously or unconsciously looking for.

Moderated by: James O’Flaherty, Managing Director APAC, Just Global
Michelle Stephenson-Adobe-B2B Marketing Leaders Forum APAC 2021
Michelle Stephenson
Marketing Director, Australia & New Zealand, APAC, Adobe
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 melbourne 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. Explore 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. We will cover:

  • 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​ with clients/customers
  • The brands that are already harnessing the power of news media platforms
JANE BETSCHEL-MYOB-B2BMARKETINGLEADERSFORUM-APAC-2021
Jane Betschel
Head of Marketing & Digital ANZ, MYOB
Vanessa Lyons Think News Brands B2B Marketing Leaders Forum APAC 2021
Vanessa Lyons
General Manager, ThinkNewsBrands
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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