B2B Marketing Leaders Forum APAC 2020 | 20-21 May | Sydney

2020 Full conference program will be released in January

DAY ONE: WEDNESDAY 20 MAY 2020

08:30

REGISTRATION & BARISTA COFFEE

08:50

WELCOME AND OPENING REMARKS

Emma Roborgh

Founder & CEO, B2B Marketing Leaders Forum

Carlos Hidalgo

Customer Experience Strategy, B2B Demand Generation & Change Management Specialist

09:00

GLOBAL CMO KEYNOTE

Building enduring global brands and businesses at the intersection of metrics and magic: where creativity and data work together

The B2B Marketing Forum is excited to welcome back Jonathan Martin as a speaker in 2020, this time as Global CMO of Hitatchi Vantara.

A nearly two-decade marketing veteran in the technology industry with past CMO roles including Global CMO for Pure Storage, Global CMO for EMC, and CMO at HP Software and always part of the Executive team, his global experience include hypergrowth and pre-IPO startups to SMBs and Fortune 100s within organisations of 200 to 335,000 employees.

In his opening keynote he’ll share how he builds enduring global brands and businesses at the intersection of metrics and magic. How he makes creativity and data work together for revenue and growth.

Jonathan Martin

Global CMO, Hitachi Vantara

09:20

FROM CEO TO CMO

From CEO ADMA to B2B CMO at IBM in Singapore – bringing a CEO mindset into the CMO role

Jodie Sangster

CMO, IBM

09:40

CEO PANEL

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 and CFOs 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

Kendra Banks

Managing Director ANZ, SEEK (Former CMO)

Lisa Henderson

Managing Director, AON Infinity (Former CMO)

Emma Hendry

CEO, Hendry (Former CFO)

10:10

KEYNOTE RESERVED FOR HEADLINE SPONSOR

Session sponsored by:

10:30

NETWORKING MORNING COFFEE BREAK

11:00

LEADING CHANGE IN ENTERPRISE

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.

Suzana Ristevski

CMO, NAB

INVESTING FOR GROWTH IN SMBs

Investing for Growth

Fostering a culture for growth, innovation and alignment into the sales organisation.

Having spent more than ten years with F5 Networks and Optus, both publicly listed organisations, in late 2018 Nick moved to Secure Code Warrior, who at the time was just 40 people.

In this session he will share how his focus on business metrics earned him a seat on the executive team alongside the CFO, CTO and VPs of Customer Success and Sales.

He’ll share:

The importance of metrics that describe business performance through a marketing lens
Strategically planning for an organisation that will be three to four times larger than it currently is
Defining distinct personas for buyers and users, where those two people aren’t the same
Advice for executive-level conversations on marketing’s contribution to pipeline
Marketing’s role informing on strategy and delivering on corporate objectives

Nick Flude

CMO, Secure Code Warrior

Focus on Digital and Emerging Leaders

Digital marketing in B2B case study

During this session we’ll discuss:

Best practice Web and SEO
Google Adwords
Social Media for B2B

11:25

Fueling international expansion and global growth

Growth at Australia's newest tech Unicorn

Australia’s newest tech Unicorn, privately held SiteMinder, global market leader in hotel guest acquisition software, just got valued at $1.1B following a strong year of growth.

A year which was saw the appointment of Global CMO, Mark Renshaw.

Former Global Chair for New York based marketing agency Edelman’s brand practice, Mark returned back to Australia in December 2018 to fuel global growth through accelerated go-to-market strategies and aims to go public within the next two years.

Mark Renshaw

CMO, Siteminder

INVESTING FOR GROWTH IN SMBs

Start up growth hacking - Where do you start when you need awareness, sales and customer insight all with a minimal budget

What does it take to create marketing and customer experience strategies from scratch in the B2B market? Experience or insanity?

Voted #13 coolest start-up in 2019 by LinkedIn, Emilie joined the B2B focused InsurTech, Integrity Life as the 16th employee and first person in marketing. Eighteen months on, she looks after a team of five marketers and has built out the CX team with an additional six.

As a new entrant the business started with 0% awareness – she now has aggressive targets to drive awareness, lead gen, conversion and retention simultaneously. All with an annual budget less than $1M. She’ll share the creative ways she allocates her tiny budget to align with growth targets.

Emilie Chell

GM Marketing & Customer Experience, Integrity Insurance

Focus on Digital and Emerging Leaders

Building personal brand and thought leadership for the executive team

Katie Bennett-Stenton

Associate Director Marketing, Institutional Banking, ANZ

11:50

LEADING CHANGE IN ENTERPRISE

Enterprise CMO Panel

Leading teams through change and building high performance cultures

Marmik Vyas

GM Business Marketing, NBN

Raechelle Inman

CMO, Dexus Property Group

Jenn ten Seldam

Marketing Director, SEEK

INVESTING FOR GROWTH IN SMBs

SMB CMO Panel

EMERGING LEADERS

Panel: Digital Leadership

12:30

NETWORKING LUNCH

Round-Tables B2B marketing conference sydney australia 2019

GROUP SESSIONS

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

Each 40min discussion is moderated by a B2B marketer who will first share a case study. This is followed by group discussions focused on “What” and “How”, the aim to get practical learning, share from each other and make new friends.

13:30 - 14:10

ATTRIBUTION

Still one of the most in-demand topics, marketers are still struggling to clearly attribute marketing campaigns and spend to revenue contribution.

The tools you’ll need to set up attribution that works so teams can communicate the value of marketing to the business.

Attribution models discussion (first, last or multi-touch attribution)

BUDGETING

Breaking the budget cycle

How to build B2B budgets that achieve business goals and grow year-on-year.

Is your company’s growth targets aligned with the size of the marketing budget? What % of company gross revenue to be allocated to marketing?

Zero based budgeting frameworks

Budget allocation – Headcount, Programs, infrastructure, technology, analysis, agencies

What % of your budget gets repeated each year (headcounts and lock-in contracts with vendors/suppliers)

The importance of CMO/CFO alignment

Aligning to outcomes and not outputs

Ensuring you’re balancing your budgets

INBOUND & DEMAND GEN CAMPAIGNS

Demand Strategy and Programs

Case studies and discussions around both failed and successful B2B demand generation campaigns.

Covering both Inbound and Outbound demand-generation programs using scalable digital and non-digital channels.

Analysing data and optimising programs to improve performance.

Working with operations team to track through the funnel and sales-handoff, along with reporting on impact and ROI

THE MARKETING REVENUE ENGINE

Clearly showing the business how marketing is going to deliver revenue

Following on from her hugely popular presentation last year, Ljubica will in this 40min session dive deeper into the Growth Marketing Framework where she’s turning her marketing department from cost to revenue centre and how her initiatives are now getting deployed world wide throughout Hexagon, a company larger than General Electric.

Ljubica Radoicic

APAC Marketing Director, Hexagon PPM

STRATEGIC ABM

Creating and executing highly-customized marketing plans for individual accounts or lightly-customized programs for clusters of accounts with similar issues and needs.

The world of ABM and why it’s so hot!

Account Based Marketing Certified by ITSMA in the US, Natalie will during this interactive group session share:

What is really meant by Account Based Marketing – The R, R,R & R goals
The difference between Strategic ABM and Demand Gen ABM
The rolling plan to a global ABM strategy
The seven-step process to successful Strategic ABM
Why it is even more important to do customer research, account intelligence and stakeholder profiling with ABM
The Pilot that saw every sales manager begging for ABM
Sales Alignment and cross function collaboration
Adding analytics to account intelligence and buying intent

Moderated by: Petra Markova, Director, Redvantage

Natalie Mendes

ABM Program Manager- Asia Pacific, SAS

PARTNER/CHANNEL MARKETING

Maximizing business value with partners
In this Channel Marketing session we’ll focus on communicating value to, through, with and for channel partners.

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

Monique Esplin

GM Channel and Alliance, Enterprise and Government, Vocus Group

MANAGING HQ

Reporting to a Global HQ

Gaining local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office.

Making sure you’re not just the execution team.
Breaking down internal silos within an organisation and opening barriers between head office and local office, how to make GLOCAL really work
Getting HQ to understand local market dynamics

Rachael Rankin

Head of B2B Marketing, HSBC Australia

Kathryn Illy

Director Strategic Marketing, PwC

GETTING ON BOARDS

14:20 - 15:00

GROUP SESSIONS

PREDICTIVE INSIGHTS AND FORECASTING

PERSONA & JOURNEY MAPPING

B2B Persona Development and customer journey mapping have become a favourite tools for visualising every experience your customers have with you.
In this session we’ll discuss how:

The importance of understanding your customer journey across all touchpoints
B2B Persona Development
How to develop and execute on your journey maps

SALES & MARKETING ALIGNMENT

What does great look like?
Sales and marketing metrics integration and workflow
Sales enablement and CRM
Inside Sales, SDRs and Sales Strategy/Pipeline Teams
Insights and strategies for creating successful sales and marketing SLAs
Lead qualification and handover processes – 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?
Do you have shared objectives, goals and KPIs of revenue and pipeline?
Does the business understand how you measure leads?
Does your reporting make sense to the business?

David Hadlow

Associate Director – Marketing, Optus Business

NON-DIGITAL B2B CHANNELS

Event/Field Marketing

Marketing for registrations and turn-out

ABM AT SCALE - PROGRAMMATIC ABM

Leveraging technology to tailor marketing campaigns for specific named accounts at scale

B2B2C

For marketers selling directly through consumers through retailers

MARKETING INTO & MANAGING TEAMS IN ASIA

During this session we’ll discuss some of the biggest challenges facing Marketers responsible for marketing into the vast amount of very different individual countris in Asia.

With the fast changing and geographically spread Asian markets, for B2B marketers there is a constant need to balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus.

The magic formula of localisation – finding the balance when providing locally relevant messages
The global brand challenge when localising
Corporate and regional interplay – Managing HQ requirements while meeting unique needs of local countries.
Team structures – The Global, Regional, Local balance, in-house vs agencies.
The talent quest – finding and retaining your local talent

Session sponsored by:

LEADING CHANGE & TRANSFORMATION

Driving, Leading and Managing change at Leading change at Deloitte, Qantas, IBM and now Austrade

Jessica Hamilton

CMO, Australian Trade and Investment Commission (Austrade)

15:00

AFTERNOON NETWORKING COFFEE BREAK

15:30

B2B CONTENT MARKETING PANEL

Bobbi Mahlab

Managing Director

15:55

cross-stakeholder Collaboration

CMO/CFO Fireside chat

Michelle has spent the last 18 months changing the perception of marketing and 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.