B2B Marketing Leaders Forum APAC 2020 | 26-27 Oct | Sydney

Full conference program now released

b2b marketing conference in sydney australia 2020

Download the full conference program

26 October 2020 Conference Day One

27 October 2020 Conference Day Two

28 October 2020 Demand Generation 2.0 Workshop

28 October 2020 CX for Success Workshop

28 October 2020 CX for C-suite Workshop

DAY ONE: MONDAY 26 OCTOBER 2020

08:20

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

SALES & MARKETING COLLABORATION ON THE CUSTOMER ENGAGEMENT JOURNEY

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, always part of the Executive team, his global experience includes hypergrowth and pre-IPO startups to SMBs and Fortune 100s within organisations of 200 to 335,000 employees.

In this opening keynote he’ll describe how the “old” pipeline and demand waterfall models of baton passing of leads from marketing to sales are gone.

Instead replaced by an Engagement Index model where Sales and Marketing are squadding together to find, develop and convert opportunities.

He will explain

How to build an Engagement Model and Engagement Index that capture every customer interaction independent on channel and how those interactions are scored and measured.
The need for much more sophisticated infrastructure and skills in the marketing team

Jonathan Martin

Global CMO, Hitachi Vantara

09:20

FROM CEO TO CMO

FIRESIDE CHAT: FROM CEO ADMA TO B2B CMO AT IBM IN SINGAPORE – 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

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 Affinity (Former CMO)

Emma Hendry

CEO, Hendry (Former CFO)

10:10

ROAD TO 2025: ENGAGING THE CHANNEL-LESS CUSTOMER

Marketers are in the midst of unprecedented changes, fuelled by business technology and changing consumer expectations, there is an increasing need to move from ‘multi-channel’ to ‘omnichannel’ strategies. In fact, conventional wisdom has us thinking about our interactions with customers regarding the channels they use. The critical problem here is that our customers don’t view our brands through a ‘multi-channel or omni-channel’ lens.

This talk will explore how Adobe Digital Experience Commercial marketing team is developing a ‘Demand-to-Revenue’ strategy that is designed to engage today’s channel-less B2B customers and future proof your marketing.

Nicholas Kontopoulos

Regional Head of APAC Adobe DX Commercial Marketing

Session sponsored by:

10:40

NETWORKING MORNING COFFEE BREAK

11:00

CHOOSE YOUR TRACK

LEADING CHANGE AND GROWTH IN ENTERPRISE

Track hosted by:

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 session 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

Suzana Ristevski

CMO, NAB

REPOSITIONING MARKETING AS A SCALABLE GROWTH ENGINE IN SMBs

Track hosted by:

REPOSITIONING MARKETING AS A SCALABLE GROWTH ENGINE IN SMBs

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

EMERGING LEADERS

DEMAND STRATEGY AND PROGRAMS

Case study on 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

11:25

LEADING CHANGE AND GROWTH IN ENTERPRISE

THERE'S EITHER HIGH GROWTH, NO GROWTH OR DECLINE, THE KEY FOR ANY GLOBAL CMO IS NEVER BEING STUCK IN THE MIDDLE...

Privately held SiteMinder, the global market leader in hotel guest acquisition software, was recently valued at $1.1B following a strong year of results and a series of high powered new appointments, including that of Global CMO, Mark Renshaw.

Former Global Chair of Brand Practice at New York based marketing agency Edelman and Chief Digital and Innovation officer at Leo Burnett, brands that Mark has previously driven growth for include Amazon, Samsung and Symantec.
In December of 2018 Mark returned to Australia to fuel global expansion through accelerated go-to-market strategies at SiteMinder, as the company continues its upward trajectory.

Mark Renshaw

CMO, Siteminder

REPOSITIONING MARKETING AS A SCALABLE GROWTH ENGINE 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

EMERGING LEADERS

TAKING A STRATEGIC APPROACH TO BUILDING YOUR PERSONAL BRAND

With keen focus, business leaders invest time and energy creating strategies for the organisations that they lead, but why do so few give any consideration to their personal brand?

In this deeply practical session, Katie will share the expertise that she focuses on coaching and training senior executives. If you’re not currently convinced that developing personal eminence is critical, you’re wrong. You will learn how to create a strategy that is intelligent, collaborative and authentic. You will also receive a copy of Katie’s personal branding template.

The session will cover:

Personal brand drivers – how would your network describe what you stand for?
Aligning personal brand, professional and corporate objectives
The importance of managing your personal brand on LinkedIn
Leveraging personal brands, thought leadership and social selling for the executive team

Katie Bennett-Stenton

Associate Director Marketing, Institutional Banking, ANZ

11:50

LEADING CHANGE AND GROWTH IN 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

REPOSITIONING MARKETING AS A SCALABLE GROWTH ENGINE IN SMBs

SMB CMO PANEL: 2020 REVENUE GENERATION MATURITY IN AUSTRALIA

Last year, Ljubica, Head of Marketing APAC at Hexagon presented on how she’s implemented “The Revenue Generation Maturity Framework™” developed by The Growth Engine (USA).

This framework provides steps for changing the “cost-centre” role and perception of marketing to a genuine revenue driver.

This year, she released a study based on the framework identifying the drivers of revenue performance and it’s correlation to the four stages of marketing maturity.

During this panel session we’ll discuss the framework, the study and advice from marketers who’s done the crawl, walk, run, leap changes.

You’ll learn practical advice from marketers who’s successfully moved from being the colouring-in department and a sales support function, to where marketing is seen as an authority on revenue generation with a firm seat at the leadership table.

Richard Anderson

Group Chief Marketing Officer, EML Payments

Marnie Davey

Marketing & Customer Experience Manager, WesTrac Cat

Lucille Webster

Head Of Marketing, HROnboard

Ljubica Radoicic

APAC Marketing Director, Hexagon PPM

EMERGING LEADERS

PANEL: DIGITAL AND PERSONAL LEADERSHIP

During this panel we’ll share examples and discuss best practice web, SEO, Google Adwords, Social Media for B2B and a future without cookies and retargeting

We’ll also cover career advice for emerging B2B marketing leaders – Climbing the Marketing Leadership ladder, the biggest skill shortages in B2B marketing as well as financial literacy for marketers.

David Hadlow

Associate Director – Marketing, Optus Business

Zach Kitschke

Head of Brand and Marketing, Canva

12:30

NETWORKING LUNCH

13:30

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

ATTRIBUTION FOR REVENUE DRIVEN MARKETING

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 including

Marketing Generated Pipeline
Marketing Generated Revenue
Campaign ROI Attribution
Lead Conversion

THE FUNNEL FOR PREDICTIVE INSIGHTS AND FORECASTING

THE FUNNEL STRUCTURE, METRICS, ATTRIBUTION AND REPORTING AND THE IMPACT ON BUDGETING – THE END OF MARKETING AS THE COLOURING-IN DEPARTMENT

Deep-dive discussion on mutually agreed and clearly defined sales and marketing lead management process and lead definitions.

We’ll also discuss lead volumes and definitions (MQLs) to Sales Accepted Leads, the role of SDRs (Sales Development Reps) and ISRs (Inside Sales Reps) to Sales Qualified Leads (SQL) to Opportunities (lost or won).
Clear attribution of funnel ratios, time in funnel to sale, opportunity age, average deal size, channels for delivering highest quality opportunities, average deal size to show where best to invest your budget and of course, proving the business impact!

Using the framework for predictive insights and forecasting.

Nick will also give advice for the incremental steps you can take when faced with legacy systems.

Nick Flude

CMO, Secure Code Warrior

Session sponsored by:

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

EMPOWERING THE CHANNEL THROUGH STORYTELLING

In this session, Monique aims to break a common mindset that historically has been the core of many vendor/channel partner relationships. Frustrated with co-funding campaigns built around products and/or features, she turned instead to a channel enablement strategy based around storytelling. This approach strongly resonated with the broader partner eco-system, generating a network effect and three times the reach of traditional campaigns.

Following Monique’s case study on storytelling will be a highly interactive workshop session with attendees sharing and presenting real life client examples of how storytelling could help empower their respective channel partners.

Moderated by: Mick Mooney, Founder, micromacro

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
Getting HQ to understand local market dynamics
Managing global teams wanting to push non relevant campaigns locally

Rachael Rankin

Head of B2B Marketing, HSBC Australia

Kathryn Illy

Director Strategic Marketing, PwC

Daniel McDermott

Marketing Director ANZ, Mimecast

GETTING ON BOARDS

GETTING CMOs READY FOR TODAY’S BOARDROOM – A CAREER-DEVELOPMENT EXERCISE TO SECURE A BOARD SEAT

Only a fraction of boards have marketers represented. Where marketers have been falling short in the past is their focus on tactics and lack of commercial acumen but we’re seeing a rising focus on defining directors with marketing as a background as boards are looking for fresh perspective and strategic business insights.

Marketers looking to land a board position need to approach it as a career-development exercise.

Understanding the foundations of directorship – The duties and responsibilities of boards and directors
The importance of having financial skills and handle of cashflow statements, – P&L operators responsible for revenue, costs, product and services
Understanding the totality of business and spending some time outside their discipline – The vital need to understand other functions such as finance, supply chain, IT, engineering and operations
The importance of your personal connections, network and brand
The role of coaching and mentoring when developing your own skills

14:20 - 15:00

GROUP SESSIONS

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

Andy Lark

FORMER CMO, CBA, XERO, FOXTEL

SALES & MARKETING ALIGNMENT WHEN TARGETING ENTERPRISE

This session will cover the collaboration between sales and marketing when targeting very large accounts, with very long sales cycles involving a large amount of stakeholders during the buying process.

During this session we’ll also briefly cover tender processes and Bid and Contract.

Carolyn Agombar

Marketing Director ANZ, Juniper Networks

Jim Burke

Director of Sales & General Manager, Juniper Networks

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

B2B2C

As Head of Sales and Marketing at the world’s largest coatings manufacturers, NYSE listed fortune 500 company, David has multi-channel, P&L responsibility with a full field sales team and company owned retail network.

He’ll share how they’re building brand and enhancing customer experience through digital transformation across a captive retail network, Bunnings and a diverse B2B business.

He’ll also discuss enabling change leading to revenue growth within industrial products, services and FMCG.

For this session, bring your own perspectives and pressing questions for debate after Dave’s presentation.

David Nicholls

Commercial Director, PPG

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
Localising global partner channel strategy

Moderated by: Waheed Bidiwale, Global VP, Consulting Services, Verticurl

Tom Humphries

Senior Director, Regional Integrated Marketing, Asia Pacific & Japan, Dell Technologies

Session sponsored by:

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 we’ll discuss how:

The importance of understanding your customer journey across all touchpoints
Tapping into the organisation’s insight, experience and data to map out the customer journey
B2B Persona Development
How to develop and execute on your journey maps

Moderated by: Janine Pares, MD, Thinksmart Marketing

Tania Mushtaq

Head of Marketing, JAPAC, Dell Boomi

ABM AT SCALE - PROGRAMMATIC ABM

LEVERAGING TECHNOLOGY TO TAILOR MARKETING CAMPAIGNS FOR SPECIFIC NAMED ACCOUNTS AT SCALE

This one-to-many approach is possible due to the latest technologies that enable razorfine targeting, analytics, and personalization across hundreds or even thousands of identified accounts. With an account-based view of the world, marketers can use Programmatic ABM tools to collect customer insight through social listening technologies, serve targeted content through reverse-IP recognition and cookies, and tie individual lead nurturing to overall account progress through the buy cycle.

With just one marketer working across hundreds of accounts, Programmatic ABM is much less marketing resource intensive and can provide coverage far beyond Strategic ABM.

15:00

AFTERNOON NETWORKING COFFEE BREAK

15:30

B2B CONTENT MARKETING PANEL

Content journeys – Three marketing leaders share how they successfully use content to deliver revenue to their organisations

In this session we’ll hear from three leading organisations how they are using content to achieve, not only marketing, but business goals.

During their rapid-fire presentations, they will present the following:

• Business challenge, key objectives and success metrics
• Strategy and approach with content
• Team structure including skills, capabilities and partners
• Key insights and results

You’ll hear them share:

• Customer and business drivers for implementing a content-led marketing strategy
• 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 to support every stage of the customer journey

Moderator: Bobbi Mahlab AM, Founder and Managing Director, Mahlab

Presentation #1: Using content to grow awareness and trust

Presentation #2: Using hero content to drive leads and marketing pipeline

Presentation #3: Using content to drive registrations to events

Bobbi Mahlab, AM

Founder and Managing Director

Session sponsored by:

15:55

cross-stakeholder Collaboration

CMO/CFO Fireside chat - Speaking the language of the CFO

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.