CONFERENCE DAY ONE
Wednesday 20 May 2026
DAY ONE: Wednesday 20 May 2026
08.20
REGISTRATION & BARISTA COFFEE
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
MARKETING LEADERSHIP
09:10
Thomas Barta
Global Thought-Leader & Authority on Marketing Leadership CEO of the Marketing Leadership Institute & Global Dean of the Marketing Academy CMO Fellowship (UK)
THE GROWTH LEADERSHIP GAP: WHAT B2B CMOs GET WRONG ABOUT LEADING
CEOs say their top priority is growth. Why don’t they let marketers lead it?
The problem isn’t your data. It isn’t your company. It’s how you lead.
We brought back the amazing Thomas Barta; your top-rated speaker. You’re welcome!
Drawing research with over 80,000 assessments in 70+ countries and two decades advising C-suites, Thomas Barta reveals why some B2B marketers remain sidelined from the boardroom decisions that matter most—and what the CMOs who break through actually do differently.
This isn’t about better campaigns or sharper insights. It’s about commercial authority, hard choices, and owning enterprise outcomes—the three things that separate B2B CMOs who shape strategy from those who execute it.
You’ll walk away realising :
- Why some marketers are excluded when growth gets serious
- What separates B2B CMOs who drive enterprise value from those who support the sales team
- How to earn irreversible trust by leading like a general manager, not a functional expert
Fair warning: This session is for B2B marketing leaders who are willing to fundamentally change how they show up to make growth happen
Best-selling author of the #1 leadership book for marketers:
CUSTOMER LED GROWTH
09:35
Simonne Burnett
CMXO
Australian Retirement Trust
DESIGNING CUSTOMER-LED GROWTH AT THE INTERSECTION OF CREATIVITY, INSIGHT AND COMMERCIALITY
As the voice of the customer at the leadership table and boardroom, today’s marketing leaders must champion a customer led approach grounded in commerciality to drive brand distinctiveness and sustainable growth.
Sustainable growth, brand distinctiveness and commercial results emerge when organisations blend the art of creativity with the science of insight—transforming bold, purpose-led customer propositions into measurable outcomes.
With a career spanning Westpac, ING Australia (now ANZ Wealth), NAB (MLC and NAB Wealth) and PwC, and now Chief Member Officer for one of Australia’s largest superannuation funds: Australian Retirement Trust, Simonne has led largescale transformations that bring customer strategy to life—bridging the gap between insight and execution, and ensuring that big ideas are operationally achievable and commercially aligned.
In this session, Simonne will unpack how to deliver customer led growth in complex environments. She’ll explore how marketing leaders can turn insight and creativity into intentional design; how collaboration across technology, product, process, culture and governance brings customer vision to life; and why partnerships with the CFO, COO and broader executive team are essential to embedding customer leadership into organisational decision making.
Expect a session grounded in real world experience—practical, insightful and immediately applicable. You’ll walk away with the tools and inspiration to embed CX leadership across your business and design for growth that’s genuinely customer driven, sustainable and scalable.
GROWTH
10:00
Jake Hird
EVP Strategy & Growth
Dentsu B2B
Shivani Patel
VP, ANZ
Dentsu B2B
MULTIPLY IMPACT, NOT EFFORT: FINDING YOUR B2B GROWTH LEVERS
Not all growth levers are created equal, and the right ones depend on market, category, and customer demand dynamics.
Some are visible in pipeline velocity, conversion, or retention; while others hide in positioning, messaging, or cross-team alignment; and this session will help define where key levers exist, and more importantly, which ones to pull for maximum impact.
We’ll explore how to engineer growth across marketing activity, in an environment defined by longer buying cycles, higher scrutiny from buying committees, and tighter budget governance, with practical approaches to uncover the true constraints in your growth model, and inspiration how to build a scalable engine that multiplies results.
Key discussion points include:
- Driving growth under flat budgets and rising expectations
- Mapping the full buyer journey levers that drive growth
- Diagnosing blockers across positioning, pipeline, conversion, retention
- Building a growth operating model with cross-function teams
Session sponsored by Platinum Partner:
10:30-11:00
MORNING COFFEE & NETWORKING BREAK
11:00
Choose one of four tracks. Book your team, split up and share learnings:
DEMAND GEN, CONTENT & AI
Track hosted by:
Content should drive demand, but too often it doesn’t. In this session Matt Egan – a leader of global content teams for more than two decades – explores how AI is helping marketers scale content creation, increase engagement, and turn content into a measurable pipeline driver through smarter production, personalisation, and insight-led optimisation.
We’ll cover:
- How to scale content creation efficiently without sacrificing relevance or quality
- How AI-powered platforms increase buyer engagement and time spent with content
- How to use engagement data and AI-driven insights to continuously optimise content strategy
- How to connect content performance directly to pipeline and revenue outcomes
If you’re looking to make your content work harder – not just to attract attention, but to generate real demand – this session will provide practical examples and actionable approaches you can apply immediately.
Matt Egan
Chief Content Officer, Demand AI (UK)
- Building a high-performing demand engine for long-term revenue growth
- Regional demand centre in a global tech org — Team structure, KPIs, processes & channels
- Which channels are delivering the strongest results in your APAC demand centre right now — and which ones are you quietly deprioritising?
- Demand gen programs for local & vertical requirements
- Empowering regional marketers to break new ground & lead global programs
- New logo acquisition vs upselling to an existing customer base – balancing investment and focus across both
- How and where is AI making the biggest impact in your demand gen:
- Human processes vs automation with AI
- Using AI to generate actionable insights from data
- The impact of AI on hyper personalization and nurture at scale
- Demonstrating ROI: how to measure and enhance positive outcomes when using AI to drive better demand gen
Sarah Tucker
APAC Marketing Director, ABM & Regional Demand Gen, Atlassian
Sumari Lottering
Performance Marketing Director APJ, Docusign
Matt Egan
Chief Content Officer, Demand AI (UK)
Moderated by:
Nathaniel Parkes, CRO, Demand AI
UNLOCKING GROWTH
Track hosted by:
Marketing leaders face the critical challenge of balancing the pursuit of global efficiencies and scalability with the imperative for local market relevance and autonomy.
Kylie will discuss the global to local tensions typically faced by B2B Marketers (particularly in APAC), and share recommendations and practical tips on how to best manage while drawing upon a wide variety of examples and share practical learning experiences from her time working in local, regional and global marketing roles at Microsoft, Intuit, and Salesforce.
- Strategies for fostering alignment and collaboration across diverse global, regional, and local business groups.
- How to consolidate paid media budgets and extend our team’s remit to manage all digital paid media, encompassing both performance and brand media.
- The “magic formula of localisation” in action – balancing global campaign objectives with the nuanced needs of individual APAC markets to ensure campaigns resonate deeply and drive measurable results.
- Practical examples and lessons learned from designing and implementing this model, demonstrating how it delivers on global campaign objectives while respecting the distinct cultural and digital landscapes of Asia Pacific.
- Salesforce’s journey from a global in-house media team to a centralised global agency model. This strategic shift, designed to leverage global capabilities and consolidated budgets for maximum impact, involved navigating the complexities of integrating diverse regional needs and ensuring local market applicability.
- You will learn how Salesforce moved beyond these challenges to architect what we call the “perfect hybrid model between centralisation and localisation.” This innovative structure combines the strategic oversight and efficiency of global teams based in the US with the critical market insights and agility provided by dedicated regional media leads, particularly within APAC.
This session will provide B2B marketing leaders with actionable advice on how to structure global media teams, foster effective agency partnerships, optimize cross-regional budget allocation, and measure success in a hybrid environment to drive sustainable revenue and profitable growth.
Kylie Summerhayes
Senior Director Media APAC, Salesforce
This session explores what it really takes to engineer sustainable B2B growth in an environment defined by longer buying cycles, higher scrutiny from buying committees, and tighter budget governance.
Attendees will leave with practical approaches to identify the true constraints in their growth model, align commercial teams around the right growth metrics — without sacrificing brand trust or customer experience.
Key discussion points include:
- The shift from funnel-based thinking to full-lifecycle growth systems
- How to diagnose the biggest blockers to growth (positioning, pipeline velocity, conversion, retention)
- The metrics that matter most: pipeline quality, CAC payback, win-rate lift, and expansion efficiency
- Practical ways to drive growth when budgets are flat and expectations are rising
- Strategies that enable marketing to be the engine room for growth for the business.
- Marketing’s involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star
- How do we deliver growth without increased budgets and headcount
Kelly Ryan
Global Chief Brand Officer, Tata Consultancy Services
Sara Elgoweiny
Head of Marketing - Business, Institutional & Wealth, Westpac
Kylie Summerhayes
Senior Director Media APAC, Salesforce
Jen McCarthy
Head of Marketing ANZ, Elastic
Moderated by:
Jake Hird, EVP Strategy & Growth, Dentsu B2B
FOCUS ON WEBINARS, DIGITAL EXPERIENCES & PERSONALISATION
Track hosted by:
Beyond the Click: Why the Most Commercially Advanced APJ Marketing Teams Have Stopped Running Events — and Started Engineering Integrated Revenue Experiences
The most commercially sophisticated B2B marketing organisations in APJ have fundamentally changed how they think about digital experiences. Events are no longer a standalone channel. Digital is no longer a delivery mechanism. Together, they form an integrated revenue system — one that captures executive attention, sustains buyer engagement long after the live moment ends, and feeds sales with the intent intelligence to act with precision.
This executive panel convenes senior APJ marketing leaders to examine what it actually takes to build that system — moving from channel execution to integrated experience orchestration, and from engagement metrics to pipeline contribution that holds up at the boardroom level.
The conversation will focus on three commercially urgent questions: How do you engage senior executives through digital when their attention is the scarcest resource in B2B? How do you extend the revenue lifecycle of an event through intelligent nurture that keeps intent signals active — not dormant? And how do you break down the false divide between events and digital to build a single, connected demand engine?
Key Discussion Points:
- Integrated, not isolated— How do leading APJ teams unify event marketing and digital into a single campaign engine, where every touchpoint reinforces the next and no intent signal is left on the table?
- Engaging executives through digital— How do you design digital experiences that earn C-suite attention, build peer-level credibility, and move senior buyers through complex decisions without relying solely on in-person interaction?
- Nurture that extends the revenue lifecycle— How do you turn post-event engagement into a sustained, intelligent nurture motion that keeps buyer intent warm and makes marketing’s pipeline contribution measurable?
- AI as the connective tissue— How are senior marketing leaders deploying AI to personalise at scale, surface account-level signals, and maximise the commercial return of every campaign investment?
- The attribution conversation— How do you connect integrated digital experience performance to pipeline and present a revenue narrative that resonates with the CFO and CRO?
Belinda Melocco
Director of Brand & Marketing, Mallesons
Jason Gow
Head of Marketing & Comms ANZ, Korea, ASEAN, GE Healthcare
Rohan Kamra
Head of Digital & Revenue Marketing APAC, Everpure
From Webinar to Revenue Engine: How Confluent and Genesys Transformed Digital Events into a Strategic Demand Asset
As enterprise buying behaviour grows more complex and digitally driven, leading marketing organisations are reimagining digital events not as tactical activities but as a strategic growth engine. This session examines how marketing leaders at Confluent and Genesys have done exactly that: transforming their digital events channel into a connected customer journey that captures first-party buyer intent, connects every stage of the customer experience, and delivers measurable pipeline contribution at scale.
They will share how they architect digital experiences across the full, connected buyer journey, ensuring every touchpoint from first digital interaction to in-room executive conversation is intentional, data-informed, and commercially aligned. Rather than isolated campaign moments, their approach creates a continuous experience that meets buyers where they are, advances them through complex purchase decisions, and converts digital engagement into in-person attendance through targeted thought leadership.
Critically, they will unpack how digital events serve as the connective tissue of the entire customer journey, bridging pre-event acquisition, live engagement, and post-event nurture into a single integrated motion that gives sales the commercial context to act with precision at every stage.
The result is a disciplined, connected approach that generates qualified demand, accelerates account progression across the full lifecycle, and produces the attribution clarity that earns marketing a seat at the revenue table.
Key Outcomes:
- PRE — Build a connected acquisition engine that goes beyond just registration KPIs
- DURING — Create digital moments that drive real pipeline conversions
- POST — Build connected customer journey through on-demand content, and AI-powered optimisation that maximises campaign ROI long after the event ends.
Maya Rashed
Head of Marketing APJ, Genesys
Nikki Cousins
Digital Lead, Genesys
Maya Rashed
Head of Marketing APJ, Genesys
Nikki Cousins
Digital Lead, Genesys
Belinda Melocco
Director of Brand & Marketing, Mallesons
Jason Gow
Head of Marketing & Comms ANZ, Korea, ASEAN, GE Healthcare
Rohan Kamra
Head of Digital & Revenue Marketing APAC, Everpure
Moderated by:
Dale Blackmore, Director of Customer Successes, ON24
EVENT MARKETING & CXO ENGAGEMENT
Track hosted by:
Case Study: Elevating Executive Engagement: Transforming event marketing into a strategic growth engine
In an era of complex, consensus-driven buying, Cisco has transformed event marketing into a strategic growth engine. This session reveals how to align sales, marketing, and leadership to deliver high-impact executive experiences that transcend traditional event logistics. We will explore how to build a true partnership with sales, moving beyond simple coordination to a co-creation model that leverages deep account insights and mutual accountability. You will learn how to earn C-suite trust by shifting the focus from product pitches to peer-to-peer dialogue, positioning your organization as a strategic partner rather than a vendor. By curating content that addresses high-level business challenges, we create the “safe space” necessary for meaningful engagement. Finally, we will demonstrate how to measure success beyond attendance, using post-event reporting to connect executive interactions directly to account momentum, pipeline influence, and long-term relationship value. This session offers practical takeaways for any enterprise marketer looking to elevate their event strategy into a disciplined, high-value growth driver.
Ruwanie Bhat
Head of Enterprise Field Marketing, Cisco
Case study: Creating a world-class Event engine: How Salesforce uses events to drive business growth
Creating a world-class Event engine: How Salesforce uses events to drive business growth
Join Stuart Frank, Salesforce’s Senior Director of Strategic Events, as he pulls back the curtain on how the world’s most innovative tech company uses high-stakes physical experiences to accelerate pipeline and cement customer loyalty. Drawing on his experience scaling the Salesforce World Tour—the gold standard of regional B2B events—Stuart will share the “Salesforce Playbook” for creating modular, sustainable, and data-driven experiences that resonate in a hybrid world.
Stuart Frank
Senior Director Strategic Events, Salesforce
Panel: Turning events into revenue engines
B2B events are one of the most powerful levers for revenue growth when designed with intent. Yet in today’s market, where C-suite executives are time-poor and overwhelmed with competing invitations, standing out requires more than flawless logistics. It demands strategy, creativity, and lockstep collaboration between marketing, and CRO functions like Sales and Channel.
We’ll discuss how to transform events from cost centres into measurable growth engines. Drawing on real-world examples, they’ll explore how to:
- Balance the event portfolio: From C-suite roundtables and customer showcases to partner activations and sponsorships — ensuring every format drives ROI.
- Map events to the funnel: Align experiences to demand generation, pipeline acceleration, and cross/upsell opportunities.
- Build executive relationships: Capture C-suite attention through personalisation, exclusivity, and business-value conversations.
- Integrate digital and in-person touchpoints: Extend impact through ongoing engagement, content amplification, and sales alignment
- Bring creativity and innovation to drive engagement: Design experiences that spark curiosity, differentiate the brand, and leave a lasting impression by creating memories that allow marketers to measure not only ROI, but also ROE, the Return on Emotion
- Measure intent and influence: Move beyond registrations to capture engagement signals, sales outcomes, and true pipeline impact.
Together, our panellists will bring the lenses of marketing strategy and event experience design to show how events can become true growth drivers — connecting with audiences, influencing decisions, and ultimately converting into revenue.
Moderated by:
Felippe Diaz, Director of Partnerships & Growth, Yakkazoo
Steven Daskalakis
CMO, Kyndryl
Ruwanie Bhat
Head of Enterprise Field Marketing, Cisco
Andrea Van Unen-Smith
CMO, Senetas
Lydia Sheridan
Head of Marketing ANZ, JLL
Stuart Frank
Senior Director Strategic Events, Salesforce
Moderated by:
Felippe Diaz, Director of Partnerships & Growth, Yakkazoo
12:20 – 1:30
LUNCH & NETWORKING BREAK
1:30 - 2:50
Industry Tracks
CHOOSE ONE TRACK MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
As one of the forum highlights, join your industry peers for these group discussions with your competitors and peers.
You’ll be discussing challenges and pressing topics that are most relevant to you and B2B marketers in your specific industry.
Choose from B2B Marketing in:
- It/Tech/Saas, Cloud
- Banking, Financial Services & Insurance
- Professional Services
- Manufacturing, Health & Construction
B2B MARKETING IN IT/TECH/SAAS/CLOUD
Track hosted by:
Australia & New Zealand are overcrowded. Only ~150 companies generate more than $5B and just 500 employ more than 2,500 people — meaning everyone is chasing the same finite set of enterprise buyers.
Add the world’s widest decision-maker and buying committees, and consensus is killing B2B tech deals. Your buyers are overwhelmed, risk-averse and timing out.
So how do B2B tech marketers stand out, cut through and convert?
- What Australian CIOs & tech leaders are prioritising in 2026 — and what that means for B2B marketers
- The outreach mistakes killing performance (and the simple fixes that work)
- Cutting through crowded categories with insight-led relevance
- How to earn strategic partner status with Australian enterprise buyers
Jim Berry
Founder & CEO, ADAPT
Panel: “Know Your Customer: Why Does GTM Intelligence Matter?”
Hear direct from your target prospect with a renowned FS CIO on stage, along with two seasoned Australian B2B Marketers. What does a local CIO want and not want to receive?
- Language, outreach, and engagement styles that resonate with time poor executives
- How buying groups form and evolve inside large organisations in 2026
- How vendors can support internal decision making, not complicate it
- What earns trust, and what erodes it
If you can’t keep up with the latest products, how can they?
Annette Dal Pra
CFO, Boral
Darren Argyle
Former CISO, Standard Chartered Bank, S&P Global, Qantas, IBM
David Walker
Former Group CTO, Westpac Group
Moderated by:
Anthony Saba, Partner and Executive Director, ADAPT
Part II Interactive Panel: Top priorities for B2B tech marketers:
Growth:
- Driving closed won business
- Revenue-driven GTM execution. Aligning product marketing with sales & DG to drive pipeline, conversions and ARR growth in SaaS environment
- Grow marketing influenced pipeline
- Drive revenue, pipeline targets across all market units and drive high value account engagement
- Being more strategic and less tactical in driving growth
- Growing Market Share at scale
- Retention, growing share of wallet and focus on customer churn and the levers marketing control
Demand Generation:
- Integrated demand generation campaigns (cross-sell and new logo) with less budget & resources, retention, reduced churn,
- How to accelerate pipeline, conversions and driving leads across all stages of the funnel
- To drive more personalised campaigns at scale. Being able to consolidate engagement across our target accounts and prioritise those for sales follow-up.
- Maximise ROI from 1st and 3rd party events
- Grow marketing influenced pipeline
Performance metrics & Pipeline Contribution:
- Better opportunity tracking, building metrics to create closer alignment with Sales teams
- Moving from Demand Gen and pipeline contribution to focus on Sales Stage One
- Measuring and demonstrating long term marketing impact v short term sales needs
- Better alignment on an executable strategy with measurable objectives
Brand:
- Investing in brand and moving from awareness to consideration to conversion
- Achieving brand awareness across multiple markets in an efficient and scaled way.
- Developing clear narratives around value propositions for target audiences
Sales and Marketing alignment + enablement
- Alignment on an executable strategy with measurable objectives
- Better opportunity tracking, building metrics to create closer alignment with Sales teams
This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session.
Jamie Simon
Director, Banking & Financial Services, AWS
Renee Cathcart
Head of Marketing ANZ, Workday
Catriona Walkerden
VP Global Marketing, Logicalis
Andrew Matthews
Director APJ Growth Marketing, CrowdStrike
Moderated by:
Laura Snyder, Formerly: VP Global Marketing Technology, Dell. Sr Director, APAC Enterprise Marketing, Adobe. APAC Demand Centre Director, Okta
Jamie Simon
Director, Banking & Financial Services, AWS
Andrew Matthews
Director APJ Growth Marketing, CrowdStrike
Renee Cathcart
Head of Marketing ANZ, Workday
Catriona Walkerden
VP Global Marketing, Logicalis
Moderated by:
Laura Snyder, Formerly: VP Global Marketing Technology, Dell. Sr Director, APAC Enterprise Marketing, Adobe. APAC Demand Centre Director, Okta
B2B MARKETING IN BANKING/FINANCIAL SERVICES/INSURANCE
Track hosted by:
Panellists will share their main challenges and opportunities as B2B marketers in Banking, Financial Services & Insurance
Expanding on the previous session, during this interactive panel we’ll discuss:
- How B2B marketers in banking, financial services and insurance can create cut-through in highly competitive and highly regulated markets.
- Why differentiation is becoming harder when products, services and messaging increasingly look and sound the same.
- How AI-generated content is accelerating sameness, and what brands need to do to remain distinctive.
- How to connect brand investment to tangible commercial outcomes, including acquisition, customer growth and revenue influence.
- How marketers can shift from traditional awareness metrics to broader measures of business impact.
- The role of human-centred storytelling in building stronger B2B brand differentiation.
- How major sponsorships and events can move beyond awareness to drive relationships, leads, product launches and commercial opportunities.
- How financial services brands can use utility, value and customer experience to stand out in crowded markets.
- Why behavioural economics matters in BFSI marketing, especially when customers and buying committees do not make purely rational decisions.
- How to navigate long and complex B2B buying cycles involving procurement, internal approvals, risk reviews and budget friction.
- How to balance short-term ROI pressure with long-term brand building.
- How brand can become a strategic business platform for trust, culture, purpose and organisational transformation.
- How marketing teams are approaching AI adoption and maturity inside BFSI organisations.
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Suzana Ristevski
CMO ANZ, Google (Former CMO, NAB)
Sara Elgoweiny
Head of Marketing - Business, Institutional & Wealth, Westpac
Theresa Lintvelt
Head of Marketing & Brand, ASX
Todd Stevenson
GM Marketing, Brand & Digital, Aware Super
Marissa Moo
Director B2B Marketing Australasia, Mastercard
Moderated by:
Svetlana Zhukova, Senior Director, Creative & Custom Content APAC, Getty Images
B2B MARKETING IN PROFESSIONAL SERVICES
Panel: Panellists will share their main challenges and opportunities as B2B marketers in professional services
- Stakeholders (Partner) management when driving the marketing growth agenda
- How commercial mindsets drive strategy, marketing and BD in Professional Services
- AI adoption and the use of AI agents in Professional Services – where are we at?
- Building brand and managing transformation, change and growth in professional services
- The importance of brand and positioning in an undifferentiated industry
- Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
- The “sales” and marketing alignment and relationship in professional services
- Advancing the marketing department as credible, growth and revenue driver for the business
- Connecting the dots between business strategy and marketing execution
- How do you lift your team to be strategic and commercially focused
- Client experience and leading through change
- Creating significant thought leadership – from conception, build, and leverage (or even monetize) more effectively
Anna Szabo
Chief Clients & Markets Officer, MinterEllison
Carrie Smith
Managing Director, Marketing (CMO) ANZ, Accenture
John Marshall
Group Head of Brand, Marketing & Communications, Beca
Moderated by:
Natalie Truong, Chief Growth Officer, Prestige, Former CMO EY & Mercer
B2B MARKETING IN MANUFACTURING, HEALTH, CONSTRUCTION
Beyond the Dashboard: Leading B2B Marketing When the Numbers Don’t Tell the Whole Story
The more we can measure, the more we expect to measure everything — and when every decision needs a number behind it, instinct starts to feel like a liability. But what happens when the metrics simply can’t capture the full picture?
And although there is something undeniably satisfying about pointing to the dashboard and saying, look what I did — it doesn’t always account for what matters most in long-cycle B2B. Brand. Trust. The slow compounding value of showing up consistently over time. The more complex your business, the wider the gap between what the numbers show and what you actually need to do.
That’s the gap worth closing. In this session we will explore how the best B2B marketers do exactly that — championing brand in a hard ROI world, cutting through complexity to show up as one powerful voice, and making the bold calls that don’t just hit this quarter’s numbers, but build something that lasts.
Lieschke Nieuwoudt
Head of B2B Marketing, Samsung Electronics
Panel followed by interactive Q&A and round-table discussions
We’ll discuss our main challenges and opportunities as B2B marketers in Manufacturing, Construction & Health including:
- Strengthening the marketing team’s capabilities to articulate marketing’s strategic value and building trust with stakeholders
- From CMO to P&L accountability and driving strategic & sustainable profit growth
- Advancing the marketing department as credible, growth and revenue driver for the business
- Connecting the dots between business strategy and marketing execution
- How do you lift your team to be strategic and commercially focused
-
Building brand and managing transformation, change and growth
- Adapting and leveraging Account Based Marketing (ABM)
- Demand Generation, Events & Digital, getting the balance right
- Delivering measurable business growth & ROI
- The impact of ESG, macro forces and marketing’s role in data governance, cybersecurity and privacy threats and breaches
- B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce
- Supplier marketing – Driving better engagement and fuelling marketing performance with suppliers
- Sales & marketing alignment with large national and regional sales teams
-
AI adoption – where are we at?
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Katie O’Malley
Head of Marketing, Brand & Comms, BMD Construction
Jason Gow
Head of Marketing & Comms ANZ, Korea, ASEAN, GE Healthcare
Lieschke Nieuwoudt
Head of B2B Marketing, Samsung Electronics
2:50pm
AFTERNOON TEA & NETWORKING BREAK
TRANSFORMING B2B GROWTH THROUGH DEMAND GEN, STRATEGIC ABM & PIPELINE ACCELERATION
3:30
Matt Hummel
CMO
Pipeline360 (US)
FROM DEMAND TO DEAL MOMENTUM: RETHINKING B2B PIPELINE GROWTH IN THE MID-FUNNEL
B2B teams aren’t struggling to generate demand – they’re struggling to convert it into momentum. As buying groups expand and decision-making slows, pipeline increasingly stalls in the mid-funnel, where content, campaigns, and intent signals alone can’t move deals forward.
In this session, US based, Global CMO of Pipeline360, Matt Hummel will explore the current state of B2B pipeline growth and introduce a growth-first model to accelerate progress inside active opportunities. Rather than leading with rigid plays or single-channel strategies, the session focuses on how demand programs, content, and strategic ABM can work together to diagnose mid-funnel friction, enable champions, and adapt to real buying signals.
The goal is to give attendees a practical framework for advancing deals and creating pipeline momentum, without being boxed into campaign-first or ABM-only thinking.
Session sponsored by:
GLOBAL PIPELINE TRANSFORMATION
4:00
Gemma Davies
Global Head of Pipeline Excellence
ServiceNow (US)
TRANSFORMING GLOBAL PIPELINE STRATEGY & PROCESSES ACROSS SALES, MARKETING & OPERATIONS FOR ACCOUNTABILITY & VISIBILITY OF PIPELINE HEALTH
Gemma is the world’s most recognised authority on Strategic Account-Based Marketing (ABM), where in her role as Global Head of ABM & CXO Engagement at ServiceNow, she built and scaled ServiceNow’s global ABM programme from one to over 100 accounts and established a Global ABM Centre of Excellence.
To further continue the focus on increasing pipeline velocity and win rates, ensuring the close collaboration with sales leadership to align marketing programs with revenue goals, ensuring proper measurement and attribution, she join the Global Strategy Operations Office in May where she now leads the transformation of ServiceNow’s global pipeline processes, partnering with ELT and cross-functional teams—sales, strategy, marketing, and operations—to drive integration, accountability and visibility across pipeline health.
She’s responsible for executing a global pipeline strategy, embedding governance, and using agentic AI to optimise GTM motions. By harnessing AI to flag risks, prioritise opportunities, and recommend next-best actions, her team is enabling smarter sales execution and delivering more value-driven, customer-centric outcomes across a fast-paced, high-stakes business environment.
She’s a strong advocate for marketing carrying quota and revenue targets, the importance of understanding and aligning with sales and the pressure of “performance targets” for both sales and marketing alike.
She’s will take us through how she’s transforming global pipeline strategy at ServiceNow