CONFERENCE DAY ONE
Wednesday 8 May 2024
DAY ONE: Wednesday 8 May 2024
08.20
REGISTRATION & BARISTA COFFEE
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e
LEADERSHIP, CULTURE & GROWTH
09:10
Sankar Narayan
CEO and MD
SiteMinder
LEADERSHIP, CULTURE & GROWTH: ACCELERATING GLOBAL GROWTH, SCALE AND TRANSFORMATION AT ONE OF AUSTRALIA'S TECH UNICORNS
For more than 20 years, Sankar has delivered change management, operational rigour and business growth across the travel, technology, media and telecommunications sectors, with particular expertise in company transformations and business strategy to achieve strong shareholder outcomes. Following several senior management roles at Virgin Australia, Fairfax Media and Foxtel, in 2015 Sankar joined Xero where he went on to serve in the dual capacity of Chief Operating and Financial Officer.
Today, Sankar leads SiteMinder – an Australian-headquartered, global hotel tech leader with 41k customers across 150 countries. A regular author on the crucial topics of strategy, disruption and managing high growth businesses, Sankar will share how he’s leading growth and transformation at SiteMinder through:
- Building great internal cultures for growth
- Company vision
- A fully-integrated, wholistic GTM model that brings together marketing and sales.
CMO LEADERSHIP
09:35
CMO LEADERSHIP - PRIORITIES FOR 2024 AND THE FUTURE OF THE CMO FUNCTION IN DRIVING PROFITABLE BUSINESS GROWTH
- Priorities for 2024 and the future of the CMO function in driving profitable business growth
- The specific benefits and strengths that B2B marketers bring to CMO roles
- How do we ensure the CMO function retains a firm seat at the leadership table
- How marketing teams are adopting and using AI tools and how they’re communicating AI-Marketing to senior stakeholders
- Social impact marketing/ Sustainability and Social Responsibility – huge for CMOs in Asia…is it on your agenda?
- Advice to better sell, measure and prove the commercial impact of their work
- Advise for securing board roles
- Advice and the importance of mentorship
Suzana Ristevski
CMO & Executive Group Marketing
NAB
Dean Chadwick
CMO
MYOB
B2B EXPERIENCES
10:00
Samantha Cunliffe
Managing Director
Merkle-B2B
Jake Hird
VP APAC, Strategy & Solutions
Merkle-B2B
BEING COURAGEOUS: HOW TO SEIZE THE UNKNOWN AND CREATE COMPETITIVE ADVANTAGE
In this keynote, your speakers will explore the transformative role courage plays in B2B marketing. With more than half (55%) of B2B marketers citing fear of failure is a barrier to taking risks in their marketing strategies, the importance of uncertainty and taking calculated risk is more important than ever before.
Drawing on real-world examples and insights, the session will share strategies for fostering a courageous mindset within B2B marketing, enabling adaption and innovation, to unlock new opportunities.
Attendees will gain practical takeaways on leveraging courage as a platform for creating competitive edge as the session examines:
- The Courage Imperative: Understanding why courage is a game-changer in the unpredictable landscape of B2B marketing
- Navigating Uncertainty: Tactics for embracing the unknown and turning it into an advantage
- Fear biases for action: Data validation vs. true insights
- Risk as a Catalyst: Exploring how calculated risks can propel your brand forward in a crowded marketplace
- Case Studies and Real-World Examples: Illustrative stories highlighting the impact of courageous marketing decisions
- Adaptability and Resilience: How courage contributes to a marketing team’s ability to adapt, innovate, and bounce back from challenges
- Competitive Excellence: Unpacking how courage can be the key differentiator for sustained success
Session sponsored by:
10:30-11:00
MORNING COFFEE & NETWORKING BREAK
11:00
Choose one of four tracks:
BRAND & CREATIVITY
Track hosted by:
BRAND & CREATIVITY IN B2B
Brand positioning, strategy, and creativity – B2B marketing examples of both successes and failures
B2B companies are increasingly understanding the importance of brand investments with LinkedIn’s 2023 B2B Benchmark Report showing that B2B marketers invest 30% of their budget in brand building. Globally, roughly 6 in 10 B2B marketing leaders said their C-suite has increased the importance of brand building and are reporting increased spending on growing brand awareness.
During this track we’ll hear two case studies followed by interactive panel:
Advanced Navigation case study: Transforming a heavily sales, product and performance focused organisation to tell great customer, value and brand stories. Convincing “old school engineers, CEO and boards” to build brand for future demand
IR case study: The great brand battle in B2B – practical examples of brand challenges, including errors in re-branding and challenges with C-suite understanding brand importance
Alex Lloyd
Head of Marketing, Advanced Navigation
Stuart Matthewman
CMO, ir
Interactive panel and Q&A:
- The balance between brand and performance and revenue investments (and the budget allocation split) – Is there a magic number for brand investment – allocating at least 51% (or even 30%) of marketing budget to top-of-funnel activities would seem out of scope for most B2B marketers
- How do you build your “Board, CEO and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time
- Explaining the importance and benefits of brand investments to non-marketers and the value & impact of brand building when we’re faced with such strong pressure to reach quarterly pipeline targets
- Measuring brand health, brand measurement tools and metrics
Jo Reilly
Head of Marketing & Member Growth, AustralianSuper
Jo Beat
Global Head of Brand & Product Marketing, OFX
Alexis Sitaropoulos
Director, Go-To-Market &, Head of B2B Marketing, Afterpay
Moderated by: Tim Brogan
Regional Media Strategist, Merkle B2B
STRATEGY & GTM PLANNING
Track hosted by:
DEVELOPING A CUSTOMER-FOCUSED GTM
Case Study Vocus: How the Vocus customer engagement framework simplifies complexity
In this case study, David will share the GTM approach at Vocus and how being customer-led has enabled the business to simplify an otherwise complex GTM, and deliver a unified direction across the organisation to drive growth in a niche market. In this case study, he’ll share:
- The importance of leading through a customer compass
- How more is not always better – the power in knowing your market and niching
- The value of customer insight to accelerate relevance and results
- How to stay focused and simplify in the face of complexity
David Heyworth
Head of Marketing, Vocus
Case Study Adobe: How Adobe’s Integrated GTM blueprint provides scale to aligns teams, channels and activity around the customer
Nicole and Janine will share a case study for a strategic integrated GTM framework for Adobe, and show how critical this has been in aligning teams, resource and activity to deliver business objectives whilst under capacity and budget constraints.
This case study will show how the strategic approach enabled Adobe and the COE team to:
- Elevate positioning above product silos to tell a more connected story
- Bring disparate stakeholders along the journey
- Increase efficiency, consistency and alignment across six teams and three sub-regions
- Drive momentum across the full customer journey and touchpoints
- Scale campaign and asset delivery in market
- Enable broader teams to self-serve in a consistent and coherent manner
Nicole Gemmell
Head of Strategic Campaigns, APAC, Adobe
Q&A
Both speakers will come together for an audience Q&A, moderated by Janine to answer your burning questions about their case studies or other aspects of strategic GTM planning.
Moderated by:
Janine Pares, Founder and MD, Thinksmart Marketing
DATA & ANALYTICS
Track hosted by:
DATA-DRIVEN INSIGHTS INTO ACTION
Case study Aware Super: The four-year journey of transforming data-enabled insights and enabling actions
As a former NAB and Westpac marketing leader, Karen joined Aware Super, at the time a result of several company mergers, four years ago to lead the company’s data strategy and transformation.
During this insightful case study she’ll share:
- Developing the Data strategy – what it means to be data-driven and why is it compelling – required stakeholder consultation, technology review and clear alignment to the organisational objectives
- Telling the story to get buy in and investment
- Step one, getting multiple data sets into one place where they are usable, accessible, clean and of quality
- Step two, insights from the data and identifying diamonds in the data mine
- Step three – delivering the 360 degree view of the customer and visible to the customer facing teams – with a so what – next best action for the customer
- Modelling, analysis and insights, identifying collective insights on journey activities of customers and actional segmentation
- Good data is foundation for application of AI and now Generative AI
Karen Ganschow
Former Head of Data Sciences, Aware Super
ATTRIBUTION, PERFORMANCE, METRICS & ROI
Panel discussion & Q&A
To maintain credibility, marketers must be able to quantify marketing’s contribution to pipeline and revenue, yet over 50% of marketers in APAC don’t have a ROI or pipeline contribution targets – which is difficult to believe.
In the upcoming panel we will speak with a collection of marketers who are all instrumental and accountable in their respective roles for setting, communicating and / or delivering marketing contribution targets. We’ll dive into some of the critical challenges and opportunities they all uniquely face in demonstration marketing value such as:
- Marketing accountability in the boardroom: Aligning marketing and marketing KPIs to business needs
- Leveraging attribution models: How to balance fractional attribution vs last click and other analytic-driven approaches to maximise marketing investment
- Measuring Enterprise Marketing pipeline acceleration
- Personalisation: Does it deliver results?
- Imperative to innovate and evolve: How are data and analytics leading the way
Nicolas Rincon
Data & Analytics Marketing Lead, Tyro Payments
Ross Dembecki
Head of Marketing Analytics & Performance, myob
James Toepfer
Head of Campaign and Demand Marketing, Digital Media, Adobe
Moderated by:
Laura Snyder, VP Client Services and Head of ANZ Digital, eClerx Digital
CUSTOMER LIFE CYCLE ENGAGEMENT
Track hosted by:
CUSTOMER LIFECYCLE ENGAGEMENT
During this track you’ll hear a case study and a B2B/B2C client panel on how these brands have transformed their customer lifecycle engagement including:
- Achieving Sales, Marketing & Customer Success alignment
- Identify every touchpoint (digital and non-digital) along the customer journey
- Calculate CAC (Customer Acquisition Costs)
- Use the right technology including AI to provide data insights that drive customer engagement and retention
Case Study TPG Telecom: How Data Across Multiple Brand Platforms Drives Customer Experience from Purchase to Renewal
As Head of Customer Lifecycle Management at TPG Telecom, Michelle oversees the customer lifecycle management for business customers across multiple brands, including TPG, Vodafone, iiNet and Internode. Analysing and consolidating data insights for the different brands, across multiple systems, is critical to driving scalable solutions that enhance customer experiences, improve retention and stimulate growth.
In this insightful case study, Michelle will show us how data drives the customer lifecycle from purchase and onboarding to billing and adding services, through to End of Contract renewals when all the value-add benefits they signed up originally will “expire’ and subscription increases could cause bill shock.
Michelle Dekkers
Head of Customer Lifecycle Management, TPG Telecom
Panel: From Acquisition Channels to Conversion, Loyalty and Referral – How To Measure and Optimise Your CAC (Customer Acquisition Costs)
Delivering over 30 million bottles of wine to 779k happy mofos worldwide, how does Vinomofo effectively measure their CAC and Customer Loyalty in a vibrant and competitive B2C space? In this panel discussion moderated by HubSpot’s Kat Warboys we’ll lift the hood on how targeted email, smart SMS strategies, referral programs and tailored events are driving this retailers bottom-line.
Helena Radočaj
Marketing Manager, Vinomofo
Gianluca Bazzon
Head of Performance Marketing, Lumi
Moderated by Kat Warboys
Marketing Director, APAC, HubSpot
Workshop: What’s a Blockage or Opportunity for Growth With Your Customer Journey?
Our session concludes with a workshop where we unpack “your biggest blockage or opportunity for growth” with your customer journey.
To achieve end to end, customer lifecycle engagement as a marketer you’ll need to be agile enough to move and flow with the challenges ahead. As we remove our ‘funnel vision’, we’ll explore a new model – The Infinity Track – where your customer journey will seamlessly flow and drive engagement every step of the way.
Moderated by:
Tony Eades, CSO & CEO APAC, Salted Stone
12:30 – 1:30
LUNCH & NETWORKING BREAK
1:30 - 2:50
Industry Focused Group Sessions
CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST
As one of the forum highlights, join your industry peers for these one hour 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.
B2B MARKETING IN IT/TECH/SAAS/CLOUD
Track hosted by:
This session will be on-point for IT/Tech/Saas/Cloud marketers and will begin with a fire-side chat discussing:
- The 2024 state of intent-driven account based marketing and content syndication, how to get ROI and increased deal velocity
- Understanding the Customer, Sales & Marketing Alignment and how to “repair” leaky funnels
Stacey Beer
Head of ANZ Portfolio Marketing, Palo Alto Networks
Panel followed by interactive Q&A and round-table discussions
Our panellists will share their views on a broad spectrum of topics including:
- Priorities for 2024 and beyond – still the year of doing more with less?
- The importance of accelerating pipeline, conversions and driving leads across all stages of the funnel
- Measuring and demonstrating long term marketing impact v short term sales needs
- Managing and delivering marketing value during an acquisition
- Owning the customer agenda in a sales/product led business
- Most efficient and effective marketing structures
- Agency work – what to insource vs what to outsource
This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session. The session will end with 30min round-table discussions with your peers.
Jordan Reizes
VP Marketing JAPAC, Nutanix
Stacey Beer
Head of ANZ Portfolio Marketing, Palo Alto Networks
Tom Humphries
VP Marketing JAPAC, Oracle
Moderated by: Karen Krieger
VP Strategic Accounts APAC, Intentsify
B2B MARKETING IN BANKING/FINANCIAL SERVICES/INSURANCE
Case Study: Leading a total marketing transformation at Tyro payments
With a background at Citi, BT and Zip Business, a true B2B marketer at heart, Sera found her once-in-a-lifetime role with Tyro Payments a year ago. In the highly competitive banking market, targeting small businesses, she was approached by Tyro’s CEO to help transform the entire marketing department including:
- Organisational and marketing structure, roles and talent
- Rebuilding the new value proposition, brand and GTM strategy
- Driving acquisition, growth and customer marketing strategy across multiple products
During this session she’ll share the steps and practical examples, successes and pinpoints of this journey
Sera Awad
Head of Marketing, Tyro Payments
Panel round-table discussion
Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:
- How CX transcends everything, and how to align the business around it
- Balancing B2B and B2C and B2B2C – Utilising B2C principles in B2B
- Digital transformation and what this means for re-building high-performance teams, workflows and customers
- The impact of ESG, macro forces and marketing’s role in data governance, cybersecurity and privacy threats and breaches
- The role of brand and the impact on CX – how to get internal support and budget for long-term brand build vs short-term demand generation
- Working with sales, partners, advisors when building personal relationships with clients
- How to manage internal risk appetite to be able to experiment with new ideas
- How do we measure ROI for retention and up/cross sell of existing customers
- AI in marketing in BFSI – where’s everyone at?
- Unlocking trust with the CEO and leadership team
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Katreena Tyson
GM Marketing - Business Bank and IB&M, CommBank
Jo Reilly
Head of Marketing & Member Growth, AustralianSuper
Sushmita Nair
Growth Marketing Leader & Chair, ESG Advisory, AON
B2B MARKETING IN MANUFACTURING
Case study: How to drive commercial outcomes in the manufacturing industry – a full-funnel view
- Sales & Marketing Alignment – How to bring sales on the journey and get them engaged
- Internal stakeholder management – storytelling to increase internal engagement
- Campaign metrics to focus on to get sales onboard (MQLs, SQLs, opportunities, sales and ROI)
- Top tips to drive prospects down the marketing funnel (awareness > consideration > conversion)
- Content and thought leadership for awareness purposes
- Creating the full funnel approach between marketing and communication ie the power of collaboration
- How to drive commercial growth in a global environment (from global to local ie GLOCAL) – and what key initiatives to implement to support this
- Account Based marketing in the manufacturing space – how to get your prospects attention
- The power of personalization
- Martech tools to support all points above
Eva Ford-Murphy
Global Head of External Communications, ABB
Sophie Neate
Global Head of Digital Marketing & Content, ABB
Round-table discussion
We’ll discuss our main challenges and opportunities as B2B marketers in Manufacturing including:
- Advancing the marketing department as credible, growth and revenue driver for the business
- How do you lift your team to be strategic and commercially focused
- Adapting and leveraging Account Based Marketing (ABM) in the Manufacturing sector
- CX: who is driving it in manufacturing firms and what does it look like?
- The role of brand for firms in the manufacturing sector
- 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
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Moderated by: Kristy Kelly
Managing Director, B2B Marketing Leaders Forum
B2B MARKETING IN PROFESSIONAL SERVICES
Professional Services international marketing, benchmark report findings
ICON connects members to a global network of B2B Professionals in marketing, sales, business development, customer engagement.
Fraser McNaughton President of ICON APAC will deep dive into the recent survey findings from the International Marketing benchmark report conducted with PM forum.
Track moderated by:
Fraser McNaughton, CMO, Grant Thornton & President, ICON
Panel & round-table discussion
Panellists will share their main challenges and opportunities as B2B marketers in professional services including:
- 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 digitally enabled professional services firm – Driving and building digital capability within your organisation
- Providing an omni-channel experience in professional services
- The “sales” and marketing alignment and relationship in professional services
- Adapting and leveraging Account Based Marketing (ABM) in professional services
- Advancing the marketing department as credible, growth and revenue driver for the business
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Chele Dore
Global CMO & Chief Client Officer, Herbert Smith Freehills
Fiona Low
Group Director & VP Global Marketing, Worley
Supported by:
3:00pm
AFTERNOON TEA & NETWORKING BREAK
STRATEGIC ACCOUNT BASED MARKETING
3:30
Aarti Suri
Head of Marketing, APAC
Adyen
Cara McLeod
Chief Executive
Mahlab
HIGH-IMPACT ABM: HOW ADYEN’S SALES AND MARKETING TEAMS CAME TOGETHER TO ACCELERATE THE SALES CYCLE
B2B marketing is being reshaped by the current economic climate and the consequent cuts in marketing budgets. Marketers are also having to prepare for the demise of third-party cookies, the growing importance of data privacy regulations, and continued media fragmentation in the Age of AI.
In this complex and complicated environment Account-Based Marketing (ABM) is enjoying a renaissance, becoming a core part of a B2B marketer’s toolkit because of the impact it delivers.
This session will showcase how global financial technology platform Adyen’s sales and marketing teams are leveraging ABM to generate pipeline and accelerate the sales cycle.
In this session, Adyen’s Head of Marketing for APAC Aarti Suri and Mahlab’s Chief Executive, Cara McLeod will share insight into:
- How marketing and sales can collaborate to develop an ABM campaign
- How to establish clear roles and responsibilities to deliver an ABM campaign within a cross-functional team
- How to use ABM to engage target accounts, accelerate the prospect to customer journey and generate new pipeline
- How to set and measure KPIs
Session sponsored by:
WORLD RECOGNISED CUSTOMER EXPERIENCE
3:55
Luke Clifton
Group Executive & Managing Director – Macquarie Telecom
Macquarie Technology Group
Anthony Emmanouil
Group CMO
Macquarie Technology Group
HOW AN AUSTRALIAN TELCO BECAME RECOGNISED BY A NEW YORK TIMES BESTSTELLING AUTHOR FOR THEIR OUTSTANDING CUSTOMER EXPERIENCE
How do you build such exceptional customer experience it gets recognised by a New York Times-bestselling author specialising in writing books about brands renowned for their stellar service and outstanding growth?
New York Times-bestselling author of books about brands renowned for their stellar service and outstanding growth such as Starbucks, Airbnb and The Ritz Carlton, Joseph A. Michelli was so impressed by Macquarie Telecom’s ability to deliver transformative customer experiences that he felt compelled to add the first Australian company to his list of bestselling books. “Customer Magic – How to reimagine customer experience to transform your business” was released in October last year.
Former CMO and now Macquarie Telecom’s Managing Director & Group Executive Luke Clifton and Macquarie Technology Group’s Group CMO, Anthony Emmanouil will share how the Australian digital infrastructure company Macquarie Technology Group grew from a challenger telecom brand in the 1990s into a dynamic billion-dollar company including Data Centres, Cloud, Government Services and Cyber Security by re-imagining and consistently elevating customer experiences.
During their session, they will share key learnings and provide you with takeaways for those who want to transform customer experience to drive profitable growth in their own business:
- How Macquarie has crafted a compelling, unique value proposition for creating and sustaining a customer experience culture
- Their laser focus on servicing medium-to-large businesses
- How they identify customer pain points and develop solutions and process improvements to remove that pain and fueling world-class customer engagement
- How their decentralised, separate business units achieve extraordinary customer retention and cross-selling customers across product lines
- How they set, measure, track and incentivise mission-critical business goals and customer-driven growth