09:00

WELCOME & OPENING REMARKS

09:10

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

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

10:00

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:

11:45

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.

1:30pm

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:

2:20pm

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:

3:30PM

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:

3:55pm

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.

4:20pm

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?

As 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.

09:00

WELCOME AND OPENING REMARKS

09:10

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

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!

10:00

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:

10:30-11:00

MORNING COFFEE BREAK

11:45

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.

1:30

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:

3:20PM

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:

4:20PM

CLOSING KEYNOTE - NOT AVAILABLE TO VIRTUAL AUDIENCE