CONFERENCE DAY TWO
Thursday 22 May 2025
DAY TWO: Thursday 22 May 2025
08.20
REGISTRATION & BARISTA COFFEE
09:00
WELCOME AND OPENING REMARKS
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
PRODUCT-LED GROWTH AT EBAY, ATLASSIAN & DOCUSIGN
09:10
Robert Chatwani
President & GM, Growth
Docusign (US)
SCALING TEAMS AND PRODUCT-LED GROWTH: LESSONS FROM EBAY, ATLASSIAN, AND DOCUSIGN
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:
- How his B2C experience at eBay is adapted at Atlassian, DocuSign and Enterprise Companies
- How he’s structuring his marketing teams for the future and orchestrates internal capabilities and work to drive growth
- The science of growth in a B2B company
- PLG or PLS strategies and structures – How to design your growth channels and effective GTM strategies to support growth
- How to measure success
AI PANEL
09:35
STATE OF AI ADOPTION IN B2B MARKETING
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.
- How many can confidently say their teams are adopting and using AI tools efficiently?
- How many of us have an AI technology adoption roadmap and strategy in place for their marketing teams and what does it look like?
- What AI tools and technologies and applications are marketing teams adopting today
- AI agents and their impact on operational processes, marketing structures & change management
- How are marketing leaders building AI-enabled marketing teams?
- How do you ensure balancing personalised AI driven customer interactions and human trust
- The short term and long-term implications of AI on marketing
- Guidance and considerations around AI tools and governance, 3rd party liability and the protection of brand integrity
- What are the key technologies best-in-class brands are embedding it to dial up their marketing productivity, creativity, and performance
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
THE POWER OF EXPERIENCES IN B2B MARKETING
10.00
Caroline Raj
Senior Marketing Director ANZ
Servicenow
Moderated by Jessica Quiney
Director of Strategy, ANZ
GPJ
THE POWER OF EXPERIENCES IN B2B MARKETING
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.
- Balancing investment in customer events, partner events, executive engagements or sponsorship of third party events
- Leveraging events for demand gen, pipeline acceleration or cross / up selling purposes
- Driving innovation in B2B events
- Building strong relationships with time-poor c-suite execs at high-value accounts, who are bombarded with multiple invitations
- Adopting more sophisticated methods of measuring audience engagement and intent to better drive business outcome
Session sponsored by:
10:30-11:00
MORNING COFFEE & NETWORKING BREAK
Choose one of four Sessions
CHOOSE FROM 4 SESSIONS, THE MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
BRAND, TEAM & TECH CONSOLIDATION
Track hosted by: 
Brand, Team & MarTech Consolidation after acquisitions and mergers
- Consolidating multiple brands, marketing teams, CRM systems and tech during acquisitions
- Brand repositioning and owning the narrative – short-term, rapid tactical campaigns vs building out the long-term brand vision and strategic messaging framework
- Leading through changing – re-aligning the new global marketing and communications function
- Exploring the balance between strategy, function and practical/tactical – short term impact vs long term vision
Kat Chia
Global Head of Marketing & Comms, Telstra Health
Chantelle Lane
GM Wholesale (Former CMO), Bapcor
Moderated by:
Uzma Atcha, Strategy Director, Dentsu B2B
VISIBILITY REDEFINED: B2B BRAND SURVIVAL IN THE AI ERA
Track hosted by:
Brand Findability and Market Positioning in AI-Search
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:
- A deep understanding of AI’s transformative impact on brand visibility, engagement, and content strategy.
- Proactive strategies for future-proofing your brand against evolving AI trends.
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
Bernice Muncaster
Sr Director, Marketing & Communications, APMEA, DXC Technology
Rohan Kamra
Head of Digital & Revenue Marketing- APAC, Pure Storage
Lexie Walker
Sr Marketing Dir, Corporate Solutions, Strategic Alliances Asia and Emerging Markets, Thomson Reuters
Moderated by:
Anol Bhattacharya, Managing Director Marketing Services APAC, Hotwire
TARGETING ASIA & JAPAN
Track hosted by:
TARGETING ASIA - Focus on Japan
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.
- Understanding Asia for personalised, localised story telling
- The magic formula of localisation – finding the balance when providing locally relevant messages and the global brand challenge when localising.
- Insights into demand generation, performance marketing and the digital landscape in Malaysia, Vietnam, Thailand, China, Singapore & Japan
- Alignment with local sales teams
Marc Joshi
Executive Director Marketing & Comms, QIC
Ed Lee
Senior Director, Commercial Marketing APAC, Resmed
Moderated by:
Michelle Tenoudji, Global Business Director, Clickr
ATTRIBUTION, MEASURMENT & ROI
Track hosted by:
Attribution, Measurement & ROI
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.
- Learn the skills, processes and tech needed to set up attribution, ROI and reporting frameworks for communicating the value of marketing to the businesses – aligning metrics to business financials
- Revenue data-driven attribution reporting to fund the right campaigns
- Deep dive into Attribution models & Internal Data Compliance
-
The impact on sales alignment
Niek Dekker
VP Marketing, eftsure
Rushenka Perera
VP Marketing ANZ, SAP
Moderated by:
Joe Hindmarsh, Principal: Business Value Strategist, International, Highspot
Choose one of four Sessions
CHOOSE FROM 4 SESSIONS, THE MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
B2B BRAND & GROWTH
Track hosted by:
Securing board funding for B2B Brand investments – and the “phenomenal” growth that followed
- B2B Brand investments that paid off with “phenomenal” growth
- How B2B Brand investments have seen SMEs as the fastest growth segment since the Pandemic
- How to convince the board for funding for a new, separate B2B marketing budget
- Moving from Top-of-funnel awareness to consideration and conversion in a new segment
- What does a commercially driven brand team look like and how to build it
Helen McEnery
Head of B2B Marketing, Virgin Australia
Moderated by:
Shivani Patel, VP Client Services, Dentsu B2B
AI-INFUSED ABM: ACHIEVING MORE WITH LESS
Track hosted by:
B2B Tech ABM in APAC: From Revenue Roadblocks to Repeatable Wins
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.
- Cracking the Code on Account Prioritisation: What really moves the needle
- From Misalignment to Momentum: Avoiding strained relationships with sales
- Scaling Smarter: Tackling the cost and complexity of cross-market account research
- From Outreach to Impact: Streamlining personalisation for deeper connections
- The ABM Agency Mirage: The ‘solutions’ to watch out for (and what to demand instead)
Ben Munroe
VP Marketing APAC, Cloudflare
Charles Kinsella
Sales Director, CreditorWatch
Lidia Lal
Head of Marketing APJ, Spend Management, SAP
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.
Sulo Hardie
VP Marketing APAC, SAP Concur
Moderated by:
Hannah Tummey, Senior Director Marketing Services, Hotwire
PIPELINE ACCELERATION & GROWTH
Track hosted by: 
State of B2B pipeline growth
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
- Strategies for optimising marketing-influenced pipeline growth
- Improving opportunity tracking
- Strengthening alignment between sales and marketing.
- 6 principles of high performing teams
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.
Marcelo Bussacarini
Global Network Security & AI Security Marketing, Cisco
Michaeli Gotley
Head of Marketing APAC, Rubrik
Craig Mills
APAC Head of Demand Generation & AI Marketing Transformation Lead, IBM
Moderated by:
Matt Hummel, CMO, Pipeline360 (US)
SALES & MARKETING CONTENT ANALYTICS
Track hosted by:
Accelerating growth through data-driven content marketing and analytics
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.
Kimberley Saddington
Head of Marketing ANZ, FCM
Sue McEvoy
Head of Sales ANZ, FCM
Moderated by:
Joe Hindmarsh, Principal: Business Value Strategist, International, Highspot
12:30 – 1:30
LUNCH & NETWORKING BREAK
1:30 - 2:50
Choose one track. Book your team, split up and share learnings:
ENTERPRISE CMO
Track hosted by:
BUILDING AND PROTECTING BRAND TRUST IN 2025
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
Bernadette Conlon
CMO Asia Pacific & Japan, Cognizant
Katreena Tyson
GM Marketing - Business Bank and IB&M, CBA
Tom Robinson
CEO, Edelman Australia
Moderated by:
James Lees, Partnerships Director, Financial Times
SMB CMO
STRETCHING SMALL TEAMS, BUDGETS & RESOURCES
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:
- Stretching smaller budgets and resources further – where you can make the biggest impact with what you’ve been given
- What to outsource and what to get your hands “dirty” and learn to do yourself
- The importance of team culture and accountability of every team member
- How small players compete for talent with the big brands offering huge salaries
- Best AI tools to make you more effective and efficient
- How to establish credibility with the CFO by speaking their language and understanding their priorities
- Agreeing on metrics and reporting that matter to the CFO, CEO and Board
- The art of budgeting – from allocation to attribution: making transformational marketing investments
- Best practice for budget negotiations with your CFO & CEO
Stuart Matthewman
CMO, ir
Moderated by:
Laura Domingo, Senior Marketing Manager
DIGITAL
LEADING GLOBAL HIGH PERFORMING, DIGITAL TEAMS
… from Magnetic Island
- Channel selection and performance
- How you enable and guide APJ Marketing Field Teams on building out integrated digital marketing programmes
- Building an always-on digital engine
- How you work in-house or with agencies, field and global teams in areas of digital media, web, search (SEO and SEM), social, nurture, adtech to develop APJ digital strategy for Enterprise and Commercial business (customer journey mapping and omnichannel deployment)
- Developing strict processes in place for stronger team alignment and growth
- Digital marketing & trends – Digital vs field vs channel vs campaigns
Nancy Snype
Global Marketing Director – Digital Content and Channel Management, Gallagher Bassett
2:10pm - 10MIN CHANGEOVER
ENTERPRISE CMO
Track hosted by:
CMO MASTERCLASS: THOUGHT LEADERSHIP STRATEGY
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:
- Master the art of crafting intelligent thought leadership strategies to influence and inspire
- Gain the inside track on ensuring stakeholder buy-in for clarity and success
- Discover how to conceptualise an influential end-to-end strategy—from discovery, planning and execution to distribution, measurement and insights
- Understand how to eradicate internal siloes and create unity between marketing and commercial teams
- Learn how to localise global campaigns by aligning audiences to value proposition
- Unpack real-life examples of award-winning B2B thought leadership that have reached millions of readers worldwide
Hilary Spear
Executive Director, Head of Global Content Creation, IFM Investors
Moderated by:
Meg Wright, Content Director, APAC, Financial Times
DATA QUALITY
DATA QUALITY & THE FUTURE OF MARKETING
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
Henry Surapong
Head of Marketing Operations, Nuix
EMERGING LEADERS
CAREER ADVICE FOR EMERGING MARKETING LEADERS
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
- Career planning, Getting the job – interview tips and tricks, understanding performance reviews and the promotion
- Personal leadership and career advice and paths for emerging B2B marketing leaders, generalists vs specialists
- Are you ready for a CMO role?
- How to present, get your voice heard and a respected seat at the executive leadership table
- Taking a strategic approach to building your personal marketing brand
- The importance of keeping up with change, self-education and staying relevant
- Developing your commercial mindset, building business acumen and financial literacy, essential business and financial metrics
- Making budget decisions and how to get more budget
- Advice for working with sales and other stakeholders
- How you transition from peer into a leadership position
- The importance of mentoring and how to secure a mentor
Stella Kordonis
Head of Regional Marketing, Brand Experiences & Comms, Red Hat
Natalie Truong
Former CMO Oceania, EY & Former CMO Asia, Middle East & Africa & Partner, Mercer
3:00pm
AFTERNOON TEA & NETWORKING BREAK
B2B VIDEO REVOLUTION
3:30PM
Shirley Tat
Global Head of Social Media
Canva
Daniel Hochuli
Head of Content Solutions APAC
LinkedIn
THE B2B VIDEO REVOLUTION
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:
INTERNATIONAL KEYNOTE: THE WORLD'S MOST CELEBRATED B2B CREATIVE CAMPAIGN
03:55
Ingela Nordenhav
Brand Consultant & Former CMO
Volvo Trucks (Sweden)
CREATIVE, B2B GLOBAL VIRAL MARKETING AND CLEVER PR STRATEGY
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.
THE NEW FUNDAMENTALS: NAVIGATING THE B2B SHIFT
4:20PM
Andy Lark,
Former CMO
CBA, Xero, Foxtel
THE NEW FUNDAMENTALS: NAVIGATING THE B2B SHIFT
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:
- AI-first marketing isn’t something you can wait to do.
- Closing talent and capability gaps will set winners and losers apart.
- Structurally reshaping marketing is crucial.
- Knowing old constructs from funnels to chasms aren’t fit for purpose anymore.
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.