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

Emma Roborgh CMO B2B Marketing Conference Sydney Australia 2019
Emma Roborgh
Founder & CEO
09:35

BRAND & MARKETING LEADERSHIP DURING BUSINESS TRANSFORMATION

Keynote: 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

Awarded CEO Magazines Young Exec of the in 2017, in 2018 Kate was awarded Australian top #CMO50 most innovative CMO 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 REVENUE ENGINE

Marketing is in a position to have a stronger strategic impact on the business than ever before. Yet, in many organisations marketing is still seen as a cost centre responsible solely to support sales and given no accountability or recognition for driving revenue or growth for the business.

As GM Marketing of Financial Services firm Challenger, Debbie is responsible for B2B2C, promoting Challenger’s brand in retirement incomes across all marketing channels including business channel marketing, consumer and digital marketing.

In this session she’ll share what you can do if your marketing team is seen as a more traditional marketing function and how you can move your perception from cost-centre to genuine revenue and growth driver.

She’ll share how she trains her team to have a commercial understanding of the business and the external markets, always linking customer strategy to business outcomes.

She’ll also share how the business is looking to marketers to lead organisational change and how doing this right further helps elevate the marketing function.

Debbie Jensen
General Manager Marketing

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:

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

1. 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 marketing automation can easily turn into a spam engine, especially if your KPIs are based on MQLs.
In this session Natalie will share how she put a stop to a marketing automation spam engine and worked with sales  to change the definition of MQL and SQL.

natalie truong cmo mercer b2b marketing conference sydney australia 2019
Natalie Truong
Head of B2B Marketing Pacific

2. CHANNEL/ PARTNER MARKETING

Through-partner marketing alignment

What keeps Channel Marketing Leaders up at night:

  • Revenue contribution
  • Partner engagement
  • Partner-led demand ROI and visibility
  • Partner led demand creation, marketing contribution, ROI
  • Driving Better Engagement and fuelling marketing performance
    with partners
    • Providing a seamless
    partner experience.
    • Data-Driven Channel
    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

Content through the funnel and lead-scoring

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

4. 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.

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

5. SALES & MARKETING ALIGNMENT

ARE YOUR LEADS BEING FOLLOWED UP BY SALES?

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 MQL, mutually agreed lead
management and scoring process in the funnel?
Do you have regular collaboration sessions to review shared KPIs progress and alignment?

6. Account Based Marketing ABM

LAUNCHING ABM

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

9. 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?

10. CHANNEL/ PARTNER MARKETING

TO-PARTNER MARKETING

  • Marketing to channel partners
  • Recruitment – treating partners like leads
  • Engaging and Empowering the channel
  • Persona Development to better understand my partner marketer needs
  • Mapping the Partner Journey: Applying Personas to Optimize Channel Marketing

11. CONTENT MARKETING

TBC

TBC

stefanie di trocchio cmo origin energy b2b marketing conference sydney australia 2019
Stefanie Di Trocchio
Digital Content Director

12. DATA, METRICS & ATTRIBUTION

Data driven marketing – too much data, not enough insights

How to use, and more importantly understand and interpret, the data coming in.
There is so much data available to marketers, but which should you be looking at and how do you interpret what you’re seeing and use it to build strategy?
Bring in your data sources and challenges and we’ll discuss and advice.

13. 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:

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

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.
bobbi mahlab content marketing strategy agency b2b marketing conference sydney australia 2019
Bobbi Mahlab
Managing Director

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