Wednesday 21 May 2025
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
Emma Chalwin
CMO
Workday (US)
Emma Chalwin is chief marketing officer (CMO) at Workday. She oversees the global marketing organization, with responsibility for building the brand and creating customer demand in markets around the world.
Prior to joining Workday in July 2023, Emma was executive vice president of Field Marketing at Salesforce, where she was responsible for creating go-to-market plans, driving brand awareness and messaging, as well as leading demand generation globally. Earlier, she held global brand and marketing leadership positions at Macrovision, McAfee, and Adobe.
Ingela Nordenhav
Brand Consultant & Former CMO
Volvo Trucks (Sweden)
As Global CMO at Volvo Trucks and responsible for a product launch of five new trucks Ingela introduced one of the world’s best-known B2B video content plays, Jean-Claude Van Damme’s epic split between two reversing trucks which to date has seen 122M views on YouTube.
An absolute pioneer as media consumption changed from traditional TV to social media, Sydney Morning Herald called the YouTube video back in 2013 “The art of going viral”.
Ingela will share her experiences of how to reposition a brand and boost brand awareness. She will discuss the importance of a brand promise, how to get your ideas a cross the line and the results it can create.
Session sponsored by:
Part I: Leading international hypergrowth
Jon, with a background at Google and Stripe, joined Airwallex, an Australian Unicorn and global financial platform, two years ago to spearhead their international expansion and growth through marketing.
Part II: Sales & Marketing alignment for GTM excellence
Part I: The true cost of ‘doing more with less’ and how to overcome it
In this ‘no holds barred’ session, we’ll discuss the real challenges marketing leaders are facing in the struggle to do more with less, how to align to business mandates without sacrificing your GTM success, and practical ways to build a business case for local autonomy (and investment) – and measure its impact; including a case study showing the 4x ROI delivered by staying true to local market needs.
Part II: The Art and Science of Stakeholder Management
It is arguably the most important job marketers have and can define the success, failure or non-start of a program. The harsh truth is many marketers today are thrown in the deep end of management and leadership roles without the experience, mentorship or training in stakeholder management which can take years to cultivate. Whether your stakeholders are the executive team, sales leadership, partners, or the board – success depends on your ability to proactively manage them.
In this hands-on workshop style session, we’ll:
Part I: Are you swimming in data or sinking under its weight?
Does having more data truly empower you to make smarter decisions and achieve better results? Or is it simply overwhelming, leading to noise and indecision? Is there such a thing as too much data?
Join the debate:
Part II: Data vs. instinct: Striking the right balance in creative campaigns
How much weight should be given to data-driven insights versus the power of human intuition and experience in the context of planning and executing creative B2B marketing campaigns?
Part I: From Leads to Buying Groups
While recent research by Forrester highlights that 93% of buying groups consist of two or more people, studies from 6sense and INFUSE reveal that the average number of decision-makers in buying groups has risen to 10. Surprisingly, only 10-15% of stakeholders actively engage in the buying process — the majority of their research conducted in dark funnel. This underscores that up to 70% of the buyer’s journey remains anonymous.
Learn how to transform your approach to driving pipeline growth. By shifting focus from leads to targeting entire accounts and understanding buying committees, realigning your marketing and sales efforts to capitalize on account-based opportunities.
Part II: Revenue strategies for defensive buying groups
As marketers, we must understand and develop GTM strategies and programs that resonate with multiple buyers
at your best opportunity accounts.
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:
Part I Panel: Know Your Customer, Why does GTM intelligence matter
Part II Interactive Panel: Top priorities for B2B tech marketers:
Growth:
Demand Generation:
Performance metrics & Pipeline Contribution:
Brand:
Sales and Marketing alignment + enablement
This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session.
Panel followed by interactive Q&A and round-table discussions
Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Panel followed by interactive Q&A and round-table discussions
Panellists will share their main challenges and opportunities as B2B marketers in professional services including:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
Panel followed by interactive Q&A and round-table discussions
This session will be on-point for B2B property and construction marketers
Panel followed by interactive Q&A and round-table discussions
We’ll discuss our main challenges and opportunities as B2B marketers in Manufacturing including:
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.
2:50pm
Courtney Cusack
Head of Marketing
FUJIFILM Business Innovation
Janine Pares
Founder & MD
Thinksmart Marketing
Brand challenges are becoming more common for many B2B organisations. Whether it’s brand or category awareness, attracting new segments or markets, aligning to business strategy or market shift, or consolidating after acquisitions – these all require defining how your brand shows up in market.
When you’re dealing with not just one, but all these challenges simultaneously, what’s a senior business and marketing leader to do? In this keynote, you’ll hear the story of how Fujifilm Business Innovation Australia’s business transformation sparked the need for brand transformation. You’ll see how they:
Session sponsored by:
Lisa Gilbert
VP & Global CMO
Kyndryl (US)
Before helping launch Kyndryl’s brand from scratch in 2021, an $18B IBM spin-off with over 4500 existing clients and 90, 000 employees globally, Lisa held several key leadership roles at IBM, including CMO of IBM Japan, CMO for UK and Ireland, and VP of Marketing for IBM’s Growth Markets based in Shanghai. During her time at IBM, she not only pioneered the company’s first Net Promoter Score program but also played a pivotal role in accelerating the tech giant’s growth across diverse global markets.
Today at Kyndryl, Lisa leads global marketing strategy and Account Based Marketing, leading a team of CMOs across regions to forge and deepen strategic customer relationships that drive substantial business outcomes. She’s known for building high-performing teams that deliver results, with a proven track record of delivering revenue growth and exceeding business targets through the marketing programs she builds. Her expertise spans across brand development, market expansion, and implementing transformative go-to-market strategies that enhance business performance.
Lisa’s unique combination of international experience, proven track record as a transformation agent, and team building has made her a distinctive voice in the B2B marketing world, particularly when it comes to navigating global markets and building brands that resonate across cultures.
Leading international hypergrowth
Jon, with a background at Google and Stripe, joined Airwallex, an Australian Unicorn and global financial platform, two years ago to spearhead their international expansion and growth through marketing.
From Brand to Demand: the true cost of ‘doing more with less’ and how to overcome it
In the age of ‘doing more with less’, there’s even more pressure on local and regional teams to limit investment in local content, campaigns and customer insight in preference for global material across the GTM. While the P&L looks healthier in the short term, the real cost often comes in audience engagement, brand positioning, demand generation, and pipeline progression over the mid and long-term.
In this ‘no holds barred’ session, we’ll discuss the real challenges marketing leaders are facing in the struggle to do more with less, how to align to business mandates without sacrificing your GTM success, and practical ways to build a business case for local autonomy (and investment) – and measure its impact; including a case study showing the 4x ROI delivered by staying true to local market needs.
The Art and Science of Stakeholder Management
It is arguably the most important job marketers have and can define the success, failure or non-start of a program. The harsh truth is many marketers today are thrown in the deep end of management and leadership roles without the experience, mentorship or training in stakeholder management which can take years to cultivate. Whether your stakeholders are the executive team, sales leadership, partners, or the board – success depends on your ability to proactively manage them.
In this hands-on workshop style session, we’ll:
Are you swimming in data or sinking under its weight?
As marketing leaders, we’re constantly bombarded with data; customer insights, campaign metrics, real-time analytics, and more. But does having more data truly empower you to make smarter decisions and achieve better results? Or is it simply overwhelming, leading to noise and indecision?
In this provocative and energising debate, hosted by Mahlab’s CEO, Cara McLeod, we’ll tackle one of the most pressing questions in modern marketing: Is there such a thing as too much data?
Join this session to:
Why attend?
In an age where data is abundant and increasingly accessible, marketers are often faced with a dilemma: How much weight should be given to data-driven insights versus the power of human intuition and experience?
This session explores the dynamic interplay between data and instinct in the context of planning and executing creative B2B marketing campaigns.
Through real-world examples and thought-provoking discussion, we’ll examine:
Whether you’re a data-driven marketer or a creative visionary, this session will provide actionable insights and tools to help you navigate the balance between science and art in marketing. Walk away with strategies to foster innovation while remaining grounded in data-backed decisions.
This session is for marketing leaders looking to enhance their approach to campaign planning and execution by blending analytical rigor with bold creative instincts.
Unlocking predictable revenue hinges on establishing meaningful connections with the buying groups within your
target accounts. By adeptly addressing their unique needs using accurate account and buyer intelligence and
activation tools, you empower their research and decision-making processes.
As marketers, we must understand and develop GTM strategies and programs that resonate with multiple buyers
at your best opportunity accounts. Drawing insights from exclusive research conducted by the team at INFUSE and
incorporating lessons from marketing and revenue leaders, this session will delve into the following:
Lessons in Sales & Marketing Alignment
Unlocking predictable revenue relies on establishing meaningful connections with the buying groups within your target accounts. However, research shows that buyers spend up to 70% of their buyer’s journey without ever engaging
with sales. As a result, the selling process has evolved into validating the decisions made earlier in the buying journey.
Explore how marketers can adapt to this defensive landscape and discover actionable steps to reset both buyer and seller expectations and expand your influence throughout the buyer’s journey, from awareness to expansion
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