Dial-in Virtually and view LIVE- 2021 Conference Program

You can dial in virtually and access the below sessions - all LIVE so be patient as exact start and finish times for the sessions may vary

DAY ONE: WEDNESDAY 26 MAY 2021

08:50

WELCOME AND OPENING REMARKS

Emma Roborgh
Founder & CEO, B2B Marketing Leaders Forum
Andrew Everingham - Capital-e-B2B Marketing Leaders Forum APAC 2021
Andrew Everingham
Event MC Day One & CEO, CAPITAL-e Marketing & Events
09:00

OPENING CMO FIRESIDE PANEL

Reviewing the last 18 months

During this opening session we’ll review the past 18 months and discuss:

  • How the pandemic accelerated digital transformation initiatives
  • How we all learnt to be Agile
  • How we scrapped and re-wrote our marketing strategies overnight…and then again…and again…and again
  • How our budgets and teams were affected
  • How we demonstrated marketing’s commercial value to the business during the Pandemic
  • How we managed the sales and marketing alignment virtually
  • The big event pivot and what does the remainder of 2021 look like
LIZ TOWLER ASX SYDNEY 2021
Liz Towler
General Manager Marketing ASX
Amit Yadav cmo ge healthcare speaking at b2b marketing conference in sydney 2021
Amit Yadav
Chief Commercial & Marketing Officer ANZ, GE Healthcare
Annabel Ausmus Global Chief Marketing Officer, Corporate Travel Management
Annabel Ausmus
Global CMO, Corporate Travel Management
09:35

CEO PANEL

CEO PANEL: From CMO to CEO

For CMOs to be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives. Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing”.

The increasingly larger role of marketing leaders today to take ownership of the customer journey and leading digital transformation provides increased opportunities for future CMOs to move closer to the CEO role.

In this panel discussion, former CMOs share their journeys to CEOs and Managing Directors and their recommendations for CMOs to get a stronger voice at the leadership table.

  • The need for CMOs to understand that most CEOs have a direct obligation to their board to drive a growth agenda
  • Finding the right metrics – what does commercial acumen as a CMO look like?
  • Putting analytically-centred marketers in strategic roles and making them strategic P&L leaders who “own” brand results and are accountable for total business results
  • Advice for presenting to the leadership team; understanding the need to focus on their pain points vs your own day-to-day agenda, the importance of being prepared to defend your data and ensure the data presented are linked to business objectives
  • Stakeholder engagement – work your network – how to be present and stay relevant in their worlds

 

Moderated by Mari Kauppinen, Managing Director, The Marketing Practice (Former Head of Marketing Enterprise, Commercial & Commerce, IBM)

Kendra Banks, MD, SEEK B2B Marketing Conference Sydney Australia 2020
Kendra Banks
Managing Director ANZ, SEEK (Former CMO)
Karen negus md cisco former cmo at b2b marketing conference in sydney australia 2021
Karen Negus
Managing Director, ANZ Service Provider organisation. Cisco (Former CMO)
Lisa Henderson- Managing Director- AON Affinity - B2B Marketing Leaders Conference 2021
Lisa Henderson
Managing Director, AON Affinity (Former CMO)
10:05

Keynote

Eight years of growing Sydney tech start-up Canva, today valued at US$15 billion!

Zach joined Canva in 2013 as one of Canva’s earliest employees and has worked across product management, communications and human resources before establishing the global marketing function. Eight years later 50 million people are now using Canva every month, including 85% of the Fortune 500 companies with Canva now operating in more than 100 languages in 190 countries

During this session Zach will share both Canva’s and his personal incredible journey of growth:

  • The initial growth marketing strategies and framework behind Canva’s exponential growth as a start-up- and how they’ve evolved over the years
  • The strategies for targeting and growing into the Enterprise
  • Building the global leadership and marketing
Zach Kitschke Canva b2b marketing conference sydney australia 2020
Zach Kitschke
CMO, Canva
10:30

NETWORKING MORNING COFFEE BREAK

11:00

CHOOSE YOUR TRACK

B2B MARKETING IN ENTERPRISE

MC: Meri Kukkonen, GM ANZ, Progress
Track hosted by:
Progress at b2b marketing conference in sydney australia 2021

A B2B MARKETER IN THE TOP JOB AT NAB

As former CMO and Head of Strategy and Growth at GE, Suzana joined NAB as GM, Business Bank Marketing & Customer Strategy in 2017.
As she took over as NAB’s CMO last year she’s now the first CMO at NAB with B2B marketing background.

During this fire-side chat with Andy McFarlane, Head of Enterprise Marketing at Telstra, Suzana will share:

  • The challenges and opportunities of embracing the B2C element in her newish role as CMO
  • A compare/contrast between B2B and B2C – the strengths of each and what the other could most learn from
  • How she positioned herself for the CMO role
  • The challenges and opportunities since taking it on
  • Advice for emerging CMOs looking for a similar career path
Suzana Ristevski CMO NAB B2B Marketing Conference Sydney Australia 2020
Suzana Ristevski
CMO, NAB
11:30

B2B MARKETING IN ENTERPRISE

ELIMINATING THE FRICTION FROM B2B MARKETING

Mark is the former Global Chair of Brand Practice at Edelman and Chief Digital and Innovation Officer at Leo Burnett. Having spent nearly two decades in the United States, brands that Mark has previously provided strategic guidance to include Amazon, Samsung and Symantec.
In December of 2018 he returned to Australia as the Global CMO of SiteMinder, the global hotel industry’s leading guest acquisition platform and one of the country’s latest tech unicorns.

In this session, Mark will discuss the pivotal shifts and evolutions in brand, culture and capabilities that SiteMinder has undertaken as it reinvents the go-to-market strategy of one of its brands.

Mark Renshaw CMO Siteminder B2B Marketing Conference Sydney Australia 2020
Mark Renshaw
Global CMO, SiteMinder
11:55

B2B MARKETING IN ENTERPRISE

CMO PANEL: LEADING TEAMS THROUGH CHANGE AND BUILDING HIGH PERFORMANCE CULTURES

The rate of change in today’s organisations is unprecedented and marketers are playing an even larger role driving change and transformation for their organisations.

Whether it’s implementing new marketing team structures, driving company wide CX programs or digital transformation initiatives, driving change and innovation is becoming an essential skill required by today’s CMOs.

During this panel our marketing leaders will share how they’ve developed a change management capability, how they are fully embracing proactive and practical change management and how they build high performance cultures.

  • How they’ve developed effective change management strategies and adapted their leadership style to effectively lead transformation projects and  change
  • The ability to adapt to continuous change with agility and speed whilst engaging cross-functional teams
  • Advice and learnings of failures and successes in achieving their goals
  • Understand the process of sustaining change and know how to embed a change initiative as the new ‘business as usual’
  • Building team performance – the leader’s role in creating and nurturing a performance based culture.
  • How they effectively coach and develop results-driven team members, develop team cohesion and a high performance culture
Reachelle Inman Dexus b2b marketing conference Sydney Australia 2020
Raechelle Inman
CMO, Dexus
Marmik Vyas CMO NBN b2b marketing conference sydney australia 2020
Marmik Vyas
General Manager – Marketing, NBN
Annemarie Kikos cmo head marketing Fujitsu conference australia 2021
Annemarie Kikos
Head of Strategy and Marketing, Fujitsu Australia
12:30 - 15:20

AFTERNOON BREAK

15:30

B2B CONTENT MARKETING PANEL

How Prospa takes an audience-first approach to content marketing that stands out in a crowded category and drives audience engagement

Since 2011, Prospa has provided the funding that’s propelled thousands of Australian small businesses – small business is at the heart of everything Prospa does.

But Prospa’s not alone in this focus. More than 97% of businesses in Australia are classified as small, and their owners and leaders are a valuable audience segment – small business content marketing is a crowded space.

Small business owners and leaders are a valuable audience segment, making small business content marketing a crowded space.

In this session, Mahlab Founder and Chair Bobbi Mahlab AM and Prospa Head of Marketing Deborah Kytic will share insights into the content marketing strategy that helps Prospa gain and maintain the attention of its most valuable audience segments.

Join this session to see:

  • The path Prospa took to map business objectives back to marketing metrics, then to content strategy and execution
  • How Prospa identified its most valuable audience segments
  • The process that ensures an audience-first approach
  • How to create content that stands out, drives engagement and delivers results
Deborah Kytic-Prospa-B2B Marketing Leaders Forum-APAC-2021
Deborah Kytic
Head of Marketing Communication, Prospa
bobbi-mahlab-mahlab-b2b-marketing-leaders-forum-apac-2021
Bobbi Mahlab
Founder and Chair, Mahlab
Session sponsored by:
Mahlab B2B Marketing Conference Content Strategy Agency
15:55

cross-stakeholder Collaboration

CMO/CFO Fireside chat - How to establish credibility with the CFO by speaking their language

Michelle has spent the last 18 months elevating the CMO role and perception of marketing within the business. For the first time Marketing has become a bridge across all functions with “a big seat” at the executive leadership team,  has for the first time a seat at the Sales Executive Leadership Team, and a seat at the Finance/IT/Operations Leadership Team.

During this CMO/CFO fireside chat, Michelle will share how she collaborates with all C-suite stakeholders with a focus on the CMO/CFO relationship.

Ben will share how to win over and speak the language of the CFO.

  • The CMO/CFO – One of the most worthwhile relationships to invest in
  • How you have to speak their language and understand the gaps
  • Ben’s perspective on how the marketing conversation and relationship changed
  • Practical recommendations to other marketers
  • Agreeing on metrics and reporting that matter to the CFO, CEO and Board
Michelle Stewart GM Marketing Device Technologies b2b marketing conference sydney australia 2020
Michelle Stewart
GM Marketing & Digital, Device Technologies
Ben Arthur CFO Marketing Conference Sydney Australia 2020
Ben Arthur
CFO, Device Technologies
16:20

FROM CEO TO CMO

FIRESIDE CHAT: FROM CEO ADMA TO B2B CMO AT IBM  – BRINGING A CEO MINDSET INTO THE CMO ROLE

“Marketing’s seat at the leadership table is earned – not given” – Jodie Sangster

During this fireside chat, Jodie will share how having led a successful turnaround as CEO of ADMA, her transition to the CMO role at IBM came with the need to adapt to a company with 108 years of tradition and hierarchy baked in.

In this session she’ll share:

  • Lessons learned from the transition from CEO to CMO
  • How to break down the silos when you’re a functional leader
  • Practical tips for linking the marketing function with the business strategy
  • How her experience as an entrepreneurial leader at ADMA has helped in her CMO role
Jodie Sangster CMO IBM at B2B Marketing Conference Sydney Australia 2020
Jodie Sangster
CMO, IBM

DAY TWO: THURSDAY 27 MAY 2021

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

MARTECH & OPERATIONS

CUSTOMER EXPERIENCE IN B2B

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

11:30

MARTECH & OPERATIONS

CUSTOMER EXPERIENCE IN B2B

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

11:55

MARTECH & OPERATIONS

CUSTOMER EXPERIENCE IN B2B

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

  • What are the best metrics to report on for content and how they tell a story on what to improve
  • 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

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

12:30 - 15:00

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
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

Join Our B2B Marketing Communities

Stay in touch on social!