Conference Day One

Book your team before 22 February and save up to $700 per ticket!

08:00

REGISTRATION & BARISTA COFFEE

09:00

WELCOME AND OPENING REMARKS

B2B Marketing Conference Sydney Australia Emma Roborgh CMO Leaders Forum APAC
Emma Roborgh
Founder & CEO
09:10

BRAND & CUSTOMER EXPERIENCE LEADERSHIP DURING BUSINESS TRANSFORMATION

Transforming Customer Experience by bringing a Silicon Valley start-up mindset to a 140 year old B2B IT company

Having lead seven and sold four Silicon Valley startups and worked for companies like HP, eBay, Sybase (now SAP), Symantec, LiveOps and SOASTA (now Akamai), Ann has earned the reputation as startup marketing and silicon valley guru after leading numerous successful business transformations.
Two years ago she joined 140 year old Unisys to lead their Customer Experience Transformation. After only one year, locally, Unisys’ Net Promoter Score (NPS) increased by 79 per cent in 2017, something she said comes from not only have a great team, but taking B2C marketing lessons and applying them to B2B.

Ann will share how Unisys NPS is a little over twice the industry average now, and for a certain parts of the organisation, they are on the Apple level for NPS.

  • How as a B2B marketer, you build an integrated customer, employee and brand experience
  • How you as a B2B marketer can initiate and lead the change
  • What does a world-class B2B marketing initiated CX programme look like?
ANN SUNG RUCKSTUHL
SENIOR VICE PRESIDENT AND CHIEF MARKETING OFFICER
09:35

Brand and the connected customer strategy – driving business transformation

With 12 independent, mainly geo focused brands including AAMI, GIO, APIA and Shannons, Suncorp has embarked on a journey of transforming its brand strategy and connecting the many brands into the one Suncorp Group brand.

By moving to a customer focused, rather than product focused strategy, Suncorp is delivering a personalised, consistent, friction free and compelling omni-channel customer experience for their B2C and B2B clients.

In this session, Mim will share how Suncorp is bringing brands together to better fulfil customer needs:

  • The shift from the orientation around products, to an orientation around the journeys of customers
  • Connecting the brands and their architecture to the Suncorp ecosystem and value system and what that means to their customers
  • The importance of clear Customer Value Propositions (CVPs) for each brand to avoid brands cannibalising each other
  • The new Go-to-market strategies with the Group Brand and the importance of clear segmentation models for each brand
  • The CX piece in the digital transformation and the introduction of digital self-service options, working to better unify the digital experience
  • The leadership team and working with head of distribution channels – Creating a seamless channel integration that allows you to exploit engagement opportunities
Mim Haysom CMO EGM Brand B2B Marketing Conference Sydney Australia 2019
Mim Haysom
CMO / Executive General Manager Brand & Marketing
10:00

SPONSORED KEYNOTE BY ADOBE/MARKETO

10:30

NETWORKING MORNING COFFEE BREAK

11:00

ENTERPRISE CMO TRACK

Leading agile transformational change

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.

Having just completed arguably the world’s largest Agile-at-scale transformation, and the first Telco on the planet to go “all-in”, Mark will share how after 7 months of organisational design, July 2018 saw the launch of IT, data, product, marketing and CX teams working as cross functional, end-to-end Squads to improve the focus on the customer and speed of delivery.

Mark Redgrave
B2B CMO and Tribe Lead

SMB CMO TRACK

How to market at a hyper-growth start-up

How do start ups build sustainably high growth with limitedmarketing budget?

Airbnb’s first employee in Australia in 2012, Eva expanded her marketing remit across APAC before bringing her
experience in growth back to Australian small business parcel delivery start-up, Sendle. No stranger to hyper-growth, Sendle has had 36 straight months of 15% month-on-month growth as a major disruptor of Australia Post.

In this session she’ll share her incredible story of growing Airbnb in APAC and the lessons learnt that she’s now bringing to Sendle’s expansion.

She’ll share:

  • How to identify the pain points, develop solutions, and products
  • Build a cult-like following from both your internal team and external audience
  • Find community connection and a greater than fair share of advocacy
  • So what if you get sued?
Eva Ross
CMO

EMERGING LEADERS

Mapping out the path to a future CMO role

In 2018 Kate was awarded both CEO Magazine’s Marketing Exec and Young Exec of the Year Finalist and included in the top #CMO50 most innovative marketers by CMO magazine.

In this session she’ll share her personal advise for navigating the path and setting yourself up to a future CMO role.

She’ll share the importance of:

  • How building a personal brand across the accounting community has assisted in accelerating company growth
  • How she established the marketing graduate programme recruiting ‘millennials’, passing on skills, knowledge,
    experience, advice, and coaching
  • The importance of understanding technology
  • Advise for working with sales and other stakeholders
  • Demonstrating resilience, passion and drive while continuously learning and evolving.
Kate Massey CMO JCurves Solutions B2B Marketing Conference Sydney Australia 2019
Kate Massey
CMO
11:25

ENTERPRISE CMO

THE ART OF BUDGETING – FROM ALLOCATION TO ATTRIBUTION: MAKING TRANSFORMATIONAL MARKETING INVESTMENTS

As former CMO of CBA, Xero, Foxtel Andy will in this session share how he uses budgets to drive marketing, transformation and get the stakeholders on board.

He’ll share:
• Planning from allocation to attribution
• Why most marketing investments don’t work
• Delivering and demonstrating value – creating the marketing dashboard and reporting
• Optimising marketing workflows
• Insourcing, outsourcing and optimising the marketing supply chain
• Critical marketing infrastructure decisions
• Aligning the team around spend

Andy Lark
Former CMO CBA, Xero, Foxtel

SMB CMO

CREATING THE MARKETING REVENUE ENGINE WITH LIMITED RESOURCES

This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources.

Ljubica will share how she’s changing the “cost-centre” role and perception of marketing to a genuine revenue driver. She’ll explain how she achieves this through a comprehensive and holistic change management program across strategy, teams, culture, operations and programs by stretching her limited resources across the APAC region. She’ll share success stories, lessons learned and good practices.

She’ll also discuss and share a copy of her “B2B Marketing Playbook” that supplements the marketing plan and clearly shows the business how marketing is going to deliver revenue. The Playbook covers the ‘’What, Why, Who and How’’ and is an exclusive gift for session attendees.

ljubica radoicic cmo hexagon ppm b2b marketing conference sydney australia 2019
Ljubica Radoicic
Marketing Director APAC

EMERGING LEADERS

FUTURE PROOFING YOUR CAREER IN MARKETING

As former Chair of ADMA’s 30Below, back in 2012 Anna helped create a living community of over 2000 members to help young marketers share thoughts, ideas, experiences and to learn and network.

In this session she’ll share her own personal career guidance and advice for future proofing your career in marketing.

Anna Bohler
Head of Customer Marketing, Content & Social
11:50

ENTERPRISE CMO TRACK

CMO PANEL

  • What are your most important marketing objectives and how are you realigning your marketing budgets and activities to
    achieve these?
  • The emotional pains and the challenges around building and executing your budget
  • Portfolio Management – moving budget between teams and the impact on resources and people
  • Team Performance Management
  • The perception of CMOs as revenue and growth drivers – we’re are we at?
  • The future of the CMO vs Chief Growth Officer and other new titles.

Panellists:

Natalie Feehan COM MYOB B2B Marketing Conference Sydney Australia 2019
Natalie Feehan
Executive GM, Group Marketing
Ray Kloss CMO ANZ Cisco B2B Marketing Conference Sydney Australia 2019
Ray Kloss
Director Marketing ANZ
sian chadwick CMO Westpac B2B Marketing Conference Sydney Australia 2019
Sian Chadwick
Head of Business Experience

SMB CMO TRACK

SMB Panel

In this session we’ll dig deeper into the CMO job at SMBs.

The panellists will share:

  • How they invest and spend their budgets – what they’re investing more, less in and how they get more budgets
  • Spend per channel: Branding/Creative, Website/Re-design, SEO/PPC, Social media, Advertising, Content, Events, Martech, PR and more
  • Getting business buy in for new projects/ initiatives
  • Stakeholder management
  • Focusing on the foundation of growth – the talent of your growth team

Panellists:

Joanna Greenham cmo marketing conference sydney australia 2019
Joanna Greenham
Global Marketing Manager

EMERGING LEADERS

Panel

As you aspire to the next step in your marketing career, this panel of marketing leaders will share actionable advice and
strategies to help you build your roadmap to career success, in addition to insights and lessons learned from their own career journeys.

  • Which skill sets are most in demand to boost your career as a future CMO
  • The areas and experiences crucial to build now to set the foundations for personal growth
  • How to self-educate, keep up to date, stay relevant and grow your personal marketing brand
  • Developing your commercial mindset – always focus on growth and revenue.
Bruce Song Social Media Online B2B Marketing Conference Sydney Australia 2019
Bruce Song
Head of Online Marketing and Sales
Kate Massey CMO JCurves Solutions B2B Marketing Conference Sydney Australia 2019
Kate Massey
CMO
12:30

NETWORKING LUNCH WITH OPTIONAL MENTORING MEETUP

Round-Tables B2B marketing conference sydney australia 2019

ROUND TABLE DISCUSSIONS

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

Each table is moderated by a B2B marketer who will first share their own story and then pose questions to the table, giving delegates an opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers. And most importantly, get to know each other!

* Subject to availability. Popular topics will fill up quickly. Delegates who have already registered will get first choice of sessions.

13:30 - 14:10

1. SALES & MARKETING ALIGNMENT

What: No more MQLs?!

In 2016 when Natalie joined Mercer, MQL’s generated was roughly 200 and the sales acceptance rates of MQLs were only 6%.
Despite this, HQ demanded more MQLs from marketing and they weren’t measuring conversions, pipeline or lead rejections.

In 2017 Natalie threw away the lead scoring model and put together the sales and marketing handshake. She promised HQ she’d double the conversion and revenue (and she delivered on her promise).

In 2019 she’s taking it even further and throwing away MQLs altogether. A lead is no longer a lead until it’s been accepted by the sales team.

By popular demand, Natalie is back at this year’s forum to share her insights and strategies for creating successful sales/marketing handshakes and this is your chance to ask questions.

  • How aligned are you with your sales team?
  • Do you have shared objectives, goals and KPIs of revenue and pipeline?
  • Are sales satisfied with the quantity and quality of the marketing leads?
  • Do you have a mutually agreed service level agreement with a mutually agreed definition of a sales/marketing lead, mutually agreed lead management and scoring process in the funnel?
  • Does the business understand how you measure leads?
  • Does your reporting make sense to the business?
natalie truong cmo mercer b2b marketing conference sydney australia 2019
Natalie Truong
CMO Asia & Head of B2B Marketing Pacific

2. CHANNEL/ PARTNER MARKETING

Maximizing business value with partners

In this Channel Marketing session we’ll focus on communicating value to, through, with and for channel partners. The right approach depends on the Go-To-Market strategy and the objectives a business wants to achieve.

Today’s Partners typically work with 5–25 Vendors at any given time. The constant flow of information coming in from these Vendors can be disruptive, overwhelming, and confusing. Vendors who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers mindshare.

In this session we’ll discuss:

  • Revenue contribution
  • Partner engagement
  • Partner led demand creation, marketing contribution, ROI
  • Driving Better Engagement and fuelling marketing performance
    with partners
  • Providing a seamless partner experiences
  • Data-driven channel partner marketing
Mona Lolas CMO VisumCX Channel Partner CX Workshop Customer Experience Strategy Journey Mapping Sydney Australia 2019
Mona Lolas
Former Global Program Leader, VP Marketing, Managing Director

3. CONTENT MARKETING STRATEGY

Content through the funnel and lead-scoring

With close to 20 years experience in B2B marketing with Telstra, Westpac and AMEX, Karen will in this session focus on the successful content strategy she’s implemented with Telstra Wholesale.

She will share:

  • The on-going annual content program based on data, testing and learning.
  • Content for lead-scoring at every stage of the sales funnel – what, how and when do we reach SQL (Sales Qualified Leads).
  • How moving away from top of funnel techie content to a more human, personal and humorous approach
    dramatically increased results.
  • Content ROI based on the reach, relevance and effectiveness model.

Make sure to bring your own content marketing success (and failure) stories and we’ll discuss and share learnings.

Karen Fellus CMO Telstra Wholesale B2B Marketing Conference Sydney Australia 2019
Karen Fellus
Group Manager, Brand, Marketing, Communications

4. MARKETING TECHNOLOGY - MARTECH

The tools needed to turn marketing from cost to revenue centre

An integrated CMS, CRM and Marketing Automation stack is imperative to get the closed loop reporting you need to prove marketing’s contribution to revenue.

But what’s next; Analytics, ABM, Social Media Management, B2B e-commerce

In this session we’ll share our stacks, best practice, pit-falls and learnings.

  • Customer and business drivers for implementing your martech stack
  • Metrics used to define and measure impact and success
  • How fully integrated stacks are aligned with sales, marketing and service along the customer journey
  • Future vision and roadmaps

And the secret ingredient of integration and talent.

natali talevski cmo ir b2b marketing conference sydney australia 2019
Natali Talevski
Global Marketing Operations Manager

5. DATA, METRICS & ATTRIBUTION

Metrics & Attribution

How to set up attribution that works so teams can communicate the value of marketing to the
business.

Marketing metrics that matter – pipeline, revenue, ROI, brand awareness, lead conversion, pipeline performance, campaign ROI, first touch attribution and more.

Please bring in a list of your metrics that you measure and we’ll discuss and compare.

6. Account Based Marketing ABM

LAUNCHING ABM TO GROW IN THE US

In this session, Robbie will share Ansarada’s successful ABM strategy when launching in the US last year.

Learn the steps they followed to successfully launch their ABM strategy to build awareness, drive demand, and enable their sales
team to convert engaged accounts.
Hear the tactical plan they put into action, the metrics used, and the lessons learned along the way.
Best practices for launching your first ABM program
From choosing accounts, identifying their buying committees and personas and success metrics.
What you need to create a foundational ABM tech stack designed to scale with you.
Unify sales and marketing with ABM, and get your CEO on board too!

Robbie Morris CMO Ansarada B2B Marketing Conference Sydney Australia 2019
Robbie Morris
Chief Marketing Officer

7. DEMAND GENERATION

DEMAND GEN AND FUNNEL OPTIMISATION

In this campaign-case-study, Kate will share how the high-performing demand generation campaigns the team run last year, successfully increased the number of leads by 65 per cent, translating into a record-high sales pipeline growth of 49 per cent.

This resulted in 103 new ERP customers, a 30 per cent increase, and over 600 customers by leveraging repeatable success.

Bring your own campaign success stories and we’ll discuss and share learnings.

Kate Massey CMO JCurves Solutions B2B Marketing Conference Sydney Australia 2019
Kate Massey
Chief Marketing Officer

8. CMO & LEADERSHIP

BUILDING HIGH PERFORMANCE TEAMS

Innovation in technology is disrupting businesses. More than ever, today we need teams that are agile and adaptable and can support the fast changing business environment.

This session will focus on how to build high performance teams, which are diverse, inclusive and innovative by providing real life
examples and techniques that the industry can emulate for the future.
How to nurture a high performance environment sustained over long periods of time.
Managing change, resilience and burn-out.

Pamela Cass CMO VMware B2B Marketing Conference Sydney Australia 2019
Pamela Cass
VP Marketing, Asia Pacific and Japan
Round-Tables B2B marketing conference sydney australia 2019

ROUND TABLE DISCUSSIONS

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

Each table is moderated by a B2B marketer who will first share their own story and then pose questions to the table, giving delegates an opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers. And most importantly, get to know each other!

* Subject to availability. Popular topics will fill up quickly. Delegates who have already registered will get first choice of sessions.

14:20 - 15:00

9. Sales & marketing alignment

Sales enablement and content ROI

What is the return from your investment in content?
How is your sales team using content and marketing material?
Learn how Australia Post and Telstra use SEISMIC to ensure:

  • Sales uses the right content, for the right person, at the right time
  • Content are always up-to-date, on-brand, and in compliance
  • Eliminate time spent by creating unused assets
  • Create more effective, insights driven sales materials
  • Understand the average page views, the length of time readers spend on content and what content drives the lost
    engagement
  • Measure how much revenue the content effort is driving
Session sponsored by:

10. CHANNEL/ PARTNER MARKETING

B2B2C

B2B as a channel to consumers

  • Demand generation and brand building at both the B2B and the B2C levels
  • How to optimize the media mix for both customers and consumers
  • e-commerce for B2B

11. CONTENT MARKETING STRATEGY

The rise and rise of B2B content marketing – the past, present, future

Having spent over 10 years in B2B content marketing Stefanie will share what she’s learnt along the evolution of content marketing

  • From blogging for SEO to documented content strategy and ROI
  • Collaboration – aligning content developers across the business to produce a unified and customer-centric approach to storytelling
  • Create exceptional content that will engage your audience and grow your business
  • Content for awareness, lead gen, nurturing, loyalty
stefanie di trocchio cmo origin energy b2b marketing conference sydney australia 2019
Stefanie Di Trocchio
Digital Content Director

12. MARKETING TECHNOLOGY - MARTECH

Team structures, skills and processes

  • What is best practice team structures, and how do you know what skills you need to recruit for?
  • How do you know what martech is relevant for your team?
  • How do you ensure all your systems integrate correctly?
  • What do you do if you have no say in the technology stack, or if you’ve inherited a stack?
  • What processes are required to make sure your marketing operations are working in harmony?

13. DATA, METRICS & ATTRIBUTION

Data driven marketing – too much data, not enough insights

As marketers today we have more data sources coming our way than ever before.

But how do we use, and more importantly understand and interpret, the data coming in?
Which data sources should you be looking at and how do you interpret what you’re seeing and use it to build strategy?

In this session we’ll explain how B2B marketers:

  • Gain cross-channel visibility to see which channels, campaigns, and content best drive your KPIs
  • Optimise performance by making your data actionable with goals, pacing, alerts, chat– and more.
  • Centralise your marketing reporting across advertising, social, CRM– and anything else in your mix.
  • Create expert dashboards, reports and AI-powered insights to analyze marketing holistically

Bring in your data sources and challenges and we’ll discuss and advice.

14. AI-POWERED ABM

INSIGHTS TO ACTION – SCALE ACCOUNT BASED MARKETING SUCCESS

ABM and AI are converging and delivering actionable triggers to transform your customers’ experiences forever.

Learn why artificial intelligence and machine learning are crucial to future proofing your account based marketing strategy.

Ajay will share his perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

In this session you’ll learn:

  • Why AI should inform and operationalize your ABM strategy
  • When centralised insights can enable a consistent content strategy by target account
  • How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones
Ajay Subherwal ABM AI Marketeting account based b2b conference sydney australia 2019
Ajay Subherwal
Global ABM and Artificial Intelligence Leader (UK)

15. Journey mapping

Persona & journey mapping

Customer journey mapping has become a favourite tool for visualising every experience your customers have with you. In this session we’ll discuss how do you create them and what is the best way to use them.

What is customer journey mapping and how do you do it?

How to research your customer journey map.

How to use and execute on your customer journey map.

Examples of customer journey maps.

16. CMO & LEADERSHIP

CMO to CEO

The Marketing Academy (free, not for profit) provides a “Fellowship” program matching CMOs with CEOs – Enabling
Marketing Leaders of today to become the CEO’s of tomorrow

15:10

AFTERNOON NETWORKING COFFEE BREAK

15:40

CONTENT MARKETING

CASE STUDY: CONTENT MARKETING

  • Why content is critical to support every stage of the buyer journey.
  • Content for thought-leadership, segments and sales enablement.
Marcus Sandmann
Director of Marketing, Asia and Emerging Markets
bobbi mahlab content marketing strategy agency b2b marketing conference sydney australia 2019
Bobbi Mahlab
Managing Director
15:40

DIGITAL TRANSFORMATION

Establishing Siemens as the digital transformation partner of choice for energy and utilities organisations

The energy sector has undergone more change in the last five years than in the previous century.

Siemens has the industry expertise, domain knowledge and digital technology to help customers navigate through constant change, but previously may have been perceived largely as a manufacturer of power generation equipment as opposed to a trusted advisor that could help energy clients reimagine their businesses.
In this session, Connie will share how Siemens built a global community of more than 200 “digital champions” to lead transformative, consultative conversations with clients in the energy industry around how digital technologies and strategies can help achieve tangible, strategic outcomes for their business.
She’ll share how:

  • Digital transformation is a lever that energy providers can use to help them thrive, not just survive in an age of constant market disruption
  • The strategy development and implementation of marketing and sales programs that helped establish Siemens as the digital transformation partner of choice
  • Enabling sales world wide to have new kinds of conversations with customers that are based on business outcomes rather than product focused interactions.
Connie Klimko CMO Siemens B2B Marketing Conference Sydney Australia 2019
Connie Klimko
Head of Marketing, Digital Services
16:30

DIGITAL TRANSFORMATION

B2B Marketing - fun, provocative theme to be announced shortly 🙂

After having spent 17 years in the US, most recently as Global Chair for New York based marketing agency Edelman’s brand practice, Mark returned back to Australia in December last year to take up the role as CMO of one of Australia’s most successful tech-start ups.  SiteMinder provides technology servicing 30,000 hotels, ranging from major chains to small businesses such as bed and breakfasts.

While at Edelman, his global teams helped some of the largest and fastest growing companies transform & digitize their business, safe guarding them from disruption in their category.

He helped both B2C & B2B brands, and drove growth for companies like Amazon, HP, Adobe, IBM, Microsoft, Samsung, Symantec, SingTel/Optus and more.

Mark will in this session share his experiences of brand, digital transformation and innovation and his experiences of working with both B2B and B2C brands in the US, Australia and world-wide.

Mark Renshaw CMO Siteminder B2B Marketing Conference Sydney Australia 2019
Mark Renshaw
CMO
17:00 - 18:00

NETWORKING DRINKS WITH OPTIONAL SPEED NETWORKING

CMO B2B Marketing Conference Sydney Australia 2019
CMO B2B Marketing Conference Sydney Australia 2019

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