Dial-in virtually and view LIVE- 2022 Conference

Note: You'll be able to watch all the sessions held in the main conference room (as per below program) - all LIVE so be patient as exact start and finish times for the sessions may vary

DAY ONE: Wednesday 4 May 2022

09:00

WELCOME & OPENING REMARKS

emma roborgh b2b marketing leaders conference sydney

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Andrew Everingham CEO at Capital-e marketing and events to MC B2B conference in Sydney Australia in May 2021

Andrew Everingham
Event MC
Founder & CEO

CAPITAL-e

KEYNOTES: LEADERSHIP

09:10

Tracy Gawthorne Capgemini b2b Marketing Leaders Conference Sydney Australia 2022

Tracy Gawthorne
VP & CMO APAC & Middle East
Capgemini

Kate Young
Head of Customer Centricity & Capability
ANZ

A PANDEMIC REFLECTION AND WHAT DOES INVESTMENT IN PEOPLE REALLY LOOK LIKE?

  • The need to re-define the role of the marketing function
  • The great resignation and the employer brand dilemma – how do we attract and retain great talent
  • How to maintain a modern marketing team
  • Building from scratch, an in-house accredited marketing academy to future-proof, through up-skilling and re-skilling 300 next gen marketers at ANZ

09:35

jeremy nicolas telstra b2b marketing leaders conference sydney

Jeremy Nicholas
CMO
Telstra

LEADING MARKETING DURING ORGANISATIONAL TRANSFORMATION

  • Lessons learnt leading the marketing team during Telstra’s T22 transformation
  • Alignment to business strategy how that guides your focus
  • The impact of brand on driving long-term growth in B2B and other segments- Australia is Why brand platform, commercial returns of this campaign
  • Marketing’s role in Telstra’s company-wide sustainability agenda and the impact on the B2B audience

KEYNOTE: ACCOUNT BASED MARKETING

10:00

mari kauppinen the marketing practice b2b marketing leaders conference sydney

Mari Kauppinen
Managing Director APAC
The Marketing Practice

Simon McEvoy Omobono 2022

Simon McEvoy
Head of Strategy
Omobono

James Taylor Kingpin Communications 2022

James Taylor
Commercial Director
Kingpin Communications

HAPPILY EVER AFTER: ABM’S EPIC JOURNEY TO ABX

Once upon a time there was Account-Based Marketing. Loved by B2B marketers for its ability to speed up sales cycles, increase deal sizes and strengthen relationships, ABM was a bona fide hero. But then came a turbulent time. A global pandemic forced activity online, increased the size of decision-making units and put pressure on budgets. How could our hero triumph through such adversity?

Join us to hear how sophisticated digital integration plus account-focused brand marketing catapults ABM from workaday hero to the all-conquering status of Account-Based Experience, or ‘ABX’. You’ll be on the edge of your seats as B2B A-listers Mari Kauppinen, Simon McEvoy and James Taylor share examples of Account-Based Experience’s transformative effects in terms of revenue, reputation and relationships. Delegates will learn how B2B organisations in APAC can become part of the ABX narrative and live happily ever after.

The End.

Session sponsored by:

The Marketing Practice ABM at b2b marketing leaders conference sydney australia 2021

10:30-11:00

MORNING COFFEE & NETWORKING BREAK

TRACKS: STRATEGY TRACK

11:00

bryce_blacker_juniper_b2b marketing leaders conference sydney australia forum

Bryce Blacker
APAC Head of Marketing
Juniper Networks

suzanne pelizzari CSG b2b marketing leaders conference sydney

Suzanne Pelazzari
APAC Head of Marketing
CSG

Track hosted by:
Think Smart Marketing Logo Colour
Track moderated by: Janine Pares, Managing Director, Thinksmart Marketing

ACTIONABLE STRATEGY BEYOND THE QUARTERLY FOCUS

Moving beyond the frenetic cycle of quarterly targets and tactical tasks, to build a plan which delivers sustainable results and gets you out of the hamster wheel.

Having a strategic plan to inform tactical execution is critical if we’re expected to hit increasingly aggressive targets with less resource.

In this session we’ll discuss how a defined long-term strategy helps you take back control of your agenda, align your marketing priorities to commercial business goals, think critically about your customers, your competitive landscape, and develop value propositions to cut through the noise, resonate and drive demand in market.

In short – we’ll show how strategy (in all its forms) helps you stop and think, take back control and enables you to connect the dots across your silos, brings stakeholders along on the journey, define the messages, activity and channels which will generate success, and say no to those which won’t – adjusting and optimising along the way, putting you in the driver’s seat to achieve growth.

11:45

belinda parvan veamsoftware b2b marketing leaders conference sydney

Belinda Pervan
VP Marketing APJ
Veeam Software

James Kissell fujitsu B2B Marketing LeadersMelbourne Conference

James Kissell
Global Director Vertical Industries Marketing & Member ABM Global Board
Fujitsu

Stephanie Dechamps Dell Boomi B2B Marketing Leaders Conference Sydney Australia 2022

Stephanie Dechamps
Head of  Marketing APJ
Boomi

MANAGING HQ AND ASIA

Global to region to countries. During this session we’ll be discussing managing relationships and expectations in an increasingly global and centralised workplace.
Reporting to a global HQ, how do we gain local autonomy, flexibility and control, ensuring HQ understands local market dynamics so we can focus on driving initiatives that are highly relevant to the APAC region.

We’ll also discuss some of the biggest challenges faced when marketing into and leading teams across the vast amount of very different individual countries in Asia. Balancing local customer and sales demand vs the efficiencies and scale provided by a more regional focus.
Finding the balance when providing locally relevant messages and the global brand challenge when localising.

12:30 – 1:30

LUNCH BREAK

1:30
Round-Tables B2B marketing conference sydney australia 2019

Deep Dive Group Sessions

ONLY 1 SESSION WILL BE AVAILABLE VIRTUALLY.

As one of the forum highlights, join your peers and choose one of four deep-dive discussions.

You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.

ICP/PERSONA & JOURNEY MAPPING

1:30pm

catherine ryenolds OUA_b2b marketing leaders conference sydney australia

Catherine Reynolds
CMO
Open Universities Australia

Stephanie Dechamps Dell Boomi B2B Marketing Leaders Conference Sydney Australia 2022

Stephanie Dechamps
Head of  Marketing APJ
Boomi

ICP/PERSONA & JOURNEY MAPPING

B2B Persona Development and customer journey mapping have become a favourite tool for visualising every experience your customers have with you. However, knowledge of the full customer journey is often spread across business silos and isn’t always shared in a way that can be analysed and actioned.

In this session you’ll learn:

  • Learn how to develop your Ideal Customer Profile, Persona and Customer Journey Maps that visualises every experience and touchpoint, both digital and physical your customers have with you
  • Understand how to tap into the organisation’s insight, experience and data to map out the customer journey
  • Learn how to execute on your journey maps
  • Review examples of unexpected customer journeys and what you can learn from them

 

Session moderated by: Janine Pares, Managing Director, Thinksmart Marketing

Session  hosted by:

Think Smart Marketing Logo Colour

CUSTOMER EXPERIENCE

2:20pm

gina mccartney REAGROUP b2b marketing leaders conference_sydney

Gina McCartney
GM CX & Commercial Effectiveness
REA Group

BUILDING A B2B CX STRATEGY

In Nov 2021 Gina was tasked to set up the B2B CX strategy and roadmap at REA Group.
With 200+ direct stakeholders and 500+ with indirect impact on CX, she’ll share how she’s bringing people together on a change management journey removing silos and fragmented accountability. She’ll share successes and failures from the early stages of her journey:

  • How to get started: starting lean and simple
  • How to influence people and generate impact without direct authority
  • Developing a CX vision: why its important
  • Developing a roadmap: balancing short & long term priorities, how to sell tomorrows problem
  • How to engage executive teams and boards on CX
  • Understanding how much value marketing plays in this process
  • The care factor for teams: why CX matters to employees

 

Session moderated by:
Ivana Sekanic,, Head of Experience Management (XM) Solution Strategy ANZ, Qualtrics
Dr Crissa Sumner,
Head of Employee Experience (EX) Solution Strategy ANZ, Qualtrics

Session  hosted by:

QualtricsXM_RBG

3:00pm

AFTERNOON TEA BREAK

KEYNOTE: CONTENT MARKETING

3:30PM

Priscilla Lee
Lead, Demand Generation Programs, APAC
Slack

Divisha Gupta
Director, Content Strategy – APAC
Salesforce

bobbi mahlab b2b marketing leaders conference sydney

Bobbi Mahlab
Founder and Chair
Mahlab

CONTENT JOURNEYS: MARKETING LEADERS SHARE HOW THEY SUCCESSFULLY USE CONTENT TO DELIVER REVENUE FOR THEIR ORGANISATIONS

In this session, we’ll hear from two leading organisations about how they are using content to achieve marketing and business goals. During their rapid-fire presentations followed by a Q&A session, they will address:

  • Business challenges, key objectives and success metrics
  • Strategy and approach with content at the heart
  • Team structure, including skills, capabilities and partners
  • Key insights and results

You’ll learn about:

  • The customer and business drivers for implementing a content-led marketing strategy
  • The importance of having a customer-first approach
  • Specific metrics used to define and measure business impact and success
  • How to strategically distribute content
  • Why content is critical at every stage of the customer journey

Presentation #1: Salesforce: Producing award-winning scaleable content
Presentation #2: Slack: Establishing a localised content strategy to drive demand

Session sponsored by:

KEYNOTE

3:55pm

Josette Addinall Schneider_b2b_marketing_leaders_conference_sydney australia forum

Josette Addinall
VP Marketing
Schneider Electric
(Former Head of Enterprise Marketing, Telstra)

scott coombes google b2b marketing leaders conference sydney

Scott Combes
Head of Public Sector Marketing JAPAC
Google Cloud

Dominique Greenfield
Global Head of Engagement Marketing SMB
Afterpay

TARGETING ENTERPRISE & GOVERNMENT vs SMBs & MICRO BUSINESSES

As marketing leaders, our strategies for driving revenue and growth differ depending on who we’re targeting.

During these short, sharp power sessions we’ll hear from three marketing leaders, each will present for 6 minutes.

Targeting Enterprise:

As an Enterprise Marketer you’d usually target top 200 named accounts, with large buying committees and long complex sales cycles.

Speaker will focus on sales and marketing alignment and strategic ABM when targeting new and upsell-cross selling to existing customers.

Targeting the Public Sector:
Over the past 2 years the Public Sector has shown that once you remove historical barriers to digital transformation such as limited budget, low strategic importance, people limitations (resources and capability) and timing (speed required to market) then change can happen fast and have significant business and social impacts. The speaker will focus on how Government, Healthcare and Education are now leading the way in digital transformation and how this will have a significant impact on the way Marketers engage them going forward using buying clusters and ABM, creating communities and executive engagement and scaling through partners and industry associations

Targeting SMB, Micro businesses and sole traders.

As SMB Marketers we have the challenge of speaking to thousands of businesses including mid-size firms, micro businesses and sole traders. And yet small and medium sized businesses expect a personalised experience that speaks to their business needs and opportunities. How can we make what is mass-produced marketing feel custom-made and how can we tailor our marketing to make it relevant for all small businesses regardless of their industry and size? We explore seven principles to make marketing to thousands feel more personalised.

Join these speakers during networking drinks to continue the discussion.

INTERNATIONAL KEYNOTE

4:20pm

bev burgess abm workshop in sydney australia 2022 conference

Bev Burgess
World authority and “founder” of ABM
Author: “A Practitioner’s Guide to Account Based Marketing”

A Coming of Age Story: ABM Turning Twenty

Since I first codified ABM back in 2003, the world has changed, business is transforming, and ABM is evolving quickly across the globe. In fact, ABM continues to revolutionize the way we do B2B marketing. But what will that revolution look like over the next few years? And what does it mean for you as an ABM-er?

bev burgess abm workshop in sydney australia 2022As ABM approaches twenty this year it is no longer the teenager of the marketing family. I’m delighted to be joining the APAC Marketing Leaders’ Forum to discuss how ABM is growing up. I’ll be sharing a sneak preview into the latest research and best practice case studies behind my new book, ‘Account-based growth: Unlocking sustainable value through extraordinary customer focus.’

Join me in this session to explore:

  1. Where ABM came from and what you can learn from its early pioneers;
  2. What best practice looks like today, and how you can adopt it to increase your impact;
  3. How ABM is shaping the future of marketing, and what that means for your career.

5:00pm

END OF DAY ONE

DAY TWO Thursday 5 May 2022

09:00

WELCOME AND OPENING REMARKS

emma roborgh b2b marketing leaders conference sydney

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Andrew Everingham CEO at Capital-e marketing and events to MC B2B conference in Sydney Australia in May 2021

Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e

KEYNOTES: GROWTH

09:10

deon newman ibm_ b2b marketing leaders conference sydney

Deon Newman
Global CMO – Cloud and Systems
IBM

WITHOUT COMPROMISE – WHAT IT TAKES TO LEAD A NEW CATEGORY

Progress is adapting to change and embracing the unexpected. You need to be flexible to grow—while never compromising on your foundational purpose. At 110 years old, IBM has been reimagined many times, with many offerings. How does a brand like IBM remain true to a deep core values and purpose, yet stay flexible to take on challenges like marketing in the highly competitive hybrid cloud space? Join Deon Newman, Global CMO & VP for IBM Cloud and Systems to hear:

  • How to compete against an ever-changing landscape
  • A deep industry segmentation strategy for attacking the market
  • Building IBM’s challenger brand perception in Cloud
  • The importance of working closely with partners

09:35

debra sutton walkme b2b marketing leaders conference sydney australia 2022

Debra Sutton
Regional Vice President Marketing APAC
WalkMe

THE RELATIONAL BUSINESS LEADER VS THE EXECUTIONAL MARKETER

During this session Debra will share how as business leaders and B2B marketers, the secret sauce to your success is to never forget your focus on driving relationships with both customers and internal stakeholders.

We will discuss how B2B marketing is highly relational and by focusing on the human-centric customer touchpoints and experiences we create, whilst closely partnering with our internal stakeholders, we can rise above the average and greatly impact revenue and make powerful contributions to our organisations.

Debra will share how her groundbreaking local campaign was adopted globally, and explain how behaving as a relational business leader comes into play for these marketing triumphs!

CUSTOMER EXPERIENCE

10:00

Vicky Katsabaris qualitrics b2b marketing leaders conference sydney 2022 australia

Vicky Katsabaris
Director of Experience Management Solutions & Strategy
Qualtrics

BRINGING CUSTOMER, EMPLOYEE, PRODUCT AND BRAND EXPERIENCE TOGETHER TO DECREASE CHURN AND INCREASE CUSTOMER LIFETIME VALUE

“How you treat your employees is how they treat customers, which influences how customers perceive your brand” – Qualtrics

When it comes to increasing customer lifetime value, boosting sales, and decreasing churn, experience is rapidly becoming a key competitive advantage across all industries and sectors.

For Qualtrics – which for the last two decades has helped organisations design and deliver industry leading customer and employee experiences – great customer experiences are shaped by your brand promise, they are embodied in product and service delivery, and they are delivered by happy employees who provide superior services and support.

During this session, Vicky, who before joining Qualtrics spent three years as Telstra’s GM Customer Advocacy Strategy, will explore how organisations can become experience-centric by:

  • Empower every member of the business to take action and improve the customer experience at every touchpoint
  • Think beyond traditional brand and customer experience programs to deepen relationships
  • Uncover the intrinsic link between employee, brand and customer experience, and continually making improvements to your programs with
    confidence and precision
  • She will share proven examples of B2B organisations being exponentially rewarded by their focus on experience

Session sponsored by:

QualtricsXM_RBG

10:30-11:00

MORNING COFFEE BREAK

TRACKS: GROWTH & DEMAND GENERATION

11:00

jp nicou netsuite oracle_b2b_marketing_leaders_conference sydney australia forum

JP (Jean-Philippe) Nicou
VP Marketing JAPAC
Oracle Netsuite

janet shi aws b2b marketing leaders onference sydney australia forum

Janet Shi
Head of Marketing APJ – Marketplace
AWS

Track hosted by:
the marketing practice agency at b2b conference in sydney australia 2022
Track moderated by: Mari Kauppinen, Managing Director, The Marketing Practice

GROWTH

Increasingly B2B marketers are owning aggressive growth targets which present a great opportunity to firmly cement that respected seat at the leadership table.

During this session we’ll be discussing strategies that enable marketing to be the engine room for growth for the business. Whether it’s growth through existing customers and ABM or demand gen and securing new logos or pipeline acceleration and campaigns that drive faster conversion.

We’ll be discussing marketing’s involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star.

11:45

laura snyder okta b2b marketing leaders_conference_sydney australia forum

Laura Snyder
APAC Demand Centre Director
Okta

salim sebkhi b2b marketing_leaders conference sydney

Salim Sebkhi
Head of Commercial & Channel Growth Marketing
Cisco

DEMAND GENERATION

During this session we’ll hear two case studies:

From OKTA: Building an APAC Demand Centre focused on new customer growth

10 year old, San Francisco based Identity as a Service (IDaaS) company Okta has seen enormous growth with customer retention revenue of over 120%.
But with accelerated growth targets of going from a $1B to $4B revenue business in the next few years, the organisation had to transform to become a more predictable and scalable business.

Laura was hired to accelerate the APAC growth by setting up the APAC Demand Centre (one of three globally). She’ll share:

  • The scaled services provided by the demand centre
  • The processes, capabilities and roles of the team
  • The KPIs and responsibilities of the team
  • Examples of demand gen programs for local and vertical requirements

From Cisco: Engagement as a new focus for Demand

Learn how Cisco is building upon it’s global demand centre capability through analytics and insights to create a new indicator for campaign targeting: customer engagement. By measuring customer engagement with Cisco, competitors and 3rd party content, Cisco’s marketers can provide much richer insights into both purchase propensity and warning signals to sales. Customer engagement is the new leading indicator for prioritising customer outreach.

12:30 – 1:30

LUNCH BREAK

1:30 - 2:50
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

As one of the forum highlights, join your industry peers for these one hour group discussions with your competitors and peers.

You’ll be discussing challenges and pressing topics that are most relevant to you and B2B marketers in your specific industry.

B2B MARKETING IN IT/TECH/SOFWARE/CLOUD

1:30

chad pearce zendesk b2b marketing leaders conference sydney australia 2022

Chad Pearce
VP Marketing APAC
Zendesk

debra sutton walkme b2b marketing leaders conference sydney australia 2022

Debra Sutton
RVP Marketing APAC
Walkme

sophie pank deputy b2b marketing leaders conference sydney australia 2022

Sophie Pank
Director Marketing APAC
Deputy

Panellists will share their main challenges and opportunities as B2B marketers in IT/tech/SaaS/Cloud including:

  • Addressing the common challenges in IT/Tech marketing
  • Best-practice in cut-through to the ‘unreachable’ CIO and IT/Tech Exec Buying Party
  • Designing a ‘full funnel’ content strategy (without the tech jargon)
  • What is the new-norm in marketing to this digital-savvy, tech-savvy audience
  • Using martech (and data) to sell tech products and services (what’s the must-have tech stack)
  • Awesome IT/Tech/SaaS/Cloud marketing examples

This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session. It will be interactive and provide opportunity for group discussion and sharing.

Session moderated by: Stuart Jaffray, Managing Director, Green Hat

Session hosted by:

Green Hat b2b marketing conference Sydney Australia 2020

2:50pm – 3:20pm

AFTERNOON TEA BREAK

KEYNOTE: DIGITAL MARKETING

3:20PM

Leandro Perez Salesforce b2b marketing leaders conference sydney australia 2022

Leandro Perez
VP & CMO APAC
Salesforce

Tim Johnston ON24 CMO Future FOcus

Tim Johnston
Senior Marketing Director APJ
ON24

THE NEXT HORIZON FOR B2B DIGITAL ENGAGEMENT

Our audiences have changed in the last 2 years, they now come with new expectations for what a digital engagement should be, so as marketers how do we keep up with the pace of change and innovations?

Join us for a fireside chat on ‘The Next Horizon for B2B Digital Engagement’ where Tim Johnston, ON24’s Senior Marketing Director, and Leandro Perez, Saleforce’s VP & CMO, Asia Pacific, will discuss the future of digital engagement and the key to success in a digital-first world.

Takeaways include:

  • Delivering memorable digital experiences that stand out
  • How to track and measure success beyond vanity metrics
  • The balancing act between the physical and digital worlds
  • The new skill sets you’re going to need on your team to take on the future

Session sponsored by:

KEYNOTE: THE FUTURE OF B2B MARKETING

3:45PM

kevin ryter ir b2b marketing leaders conference sydney australia 2022

Kevin Ryder
Global Chief Marketing & Product Officer
IR

Harvey Sanchez CMO B2B Marketing Conference Sydney Australia 2022

Harvey Sanchez
Chief Customer and Marketing Officer
Nearmap

Adriana Giometti Holman Webb Lawyers b2b Marketing Leaders Conference Sydney Australia 2022

Adriana Giometti
Chief Marketing Officer
Holman Webb Lawyers

Daryl Wright
Principal Analyst
Forrester

THE FUTURE OF MARKETING

What does the future marketing leader look like, and what can B2B organisations do to travel to that future?
For two decades, B2B marketers have leveraged emerging tech, built new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, serve, and retain customers. But dramatic changes in buyers’ behaviour, evolving business models, and fast-paced technology advances have conspired — along with a global pandemic — to mandate an evolution. B2B marketing leaders must transform from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose and own the customer.

Customer obsession — putting the customer at the centre of your leadership, strategy, and operations — helps companies survive and thrive. Data from Forrester’s State Of Customer Obsession 2021 survey shows that customer-obsessed B2B organizations outperform their customer-naïve peers in growth, retention, and employee engagement.

Hosted By Mona Lolas, Join this session to hear from Marketing Leaders on B2B marketing’s new purpose. Key session highlights will include:

  • How B2B marketers will need to leverage disruption to structure a redefined role and remit of marketing .
  • How the future of skills and technology in marketing will impact growth.
  • Why B2B marketers will be the architects of customer value
  • Explore the characteristics of customer-obsessed B2B organisations and how leaders across these organisations align to deliver optimal value to customers.

4:20PM

CLOSING KEYNOTE - NOT AVAILABLE TO VIRTUAL AUDIENCE

5:00pm

END OF DAY TWO AND CLOSE OF CONFERENCE