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CONFERENCE DAY ONE

DAY ONE: Wednesday 24 May 2023

08.20

REGISTRATION & BARISTA COFFEE

09:00

WELCOME & OPENING REMARKS

Emma Roborgh-Founder & CEO-B2B-Marketing Leaders Forum-Sydney-2023

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Kristy Kelly-General Manager B2B Marketing Leaders Forum Sydney 2023

Kristy Kelly
General Manager
B2B Marketing Leaders Forum

Andrew Everingham-Founder & CEO-CAPITAL-e-B2B-Marketing-Leaders-Forum-Sydney-2023

Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e

LEADERSHIP

09:10

George Pappas-Managing Director-Linde Material Handline-B2B-Marketing-Leaders-Forum-Sydney-2023

George Pappas
CEO (Former CMO)
Linde Material Handling

THE CMO WHO GOT PROMOTED TO CEO - AFTER INITIATING AND DRIVING A COMPANY WIDE TOTAL DIGITAL TRANSFORMATION

Seven years ago, as CMO of German head quartered, Linde Material Handling, George initiated the idea and need for a company wide total digital transformation.

Six years on, he attributes as one of the key factors to why he was considered and offered the CEO role, to the success and measurable transformation he led and the Australian team delivered first locally, which was later used as the template for the global roll out.

During this session he’ll share:

  • The digital transformation journey, how he got HQ to agree to try it in Australia first and why it was such a huge success
  • The business basics needed for the CEO role
  • How he’s built a total financially astute company culture, demystifying the P&L so that every employee understands how their impact and fulfilment of customer needs results in financial benefits for the business
  • What does a high performing CMO/Marketing function look like?

BALANCING B2B - B2C - B2B2C

09:35

Renee Howie-CMO-AMP-B2B-Marketing-Leaders-Forum-Sydney-2023

Renee Howie
CMO
AMP

B2B IS DEAD. LONG LIVE B2B. HOW BUILDING A STRONGER B2C PROPOSITION WITHIN A 170-YEAR-OLD B2B COMPANY REINVENTED A MARKETING TEAM

With over 20 years in B2B marketing with Macquarie, CBA and Optus, Renee joined AMP two years ago to lead a marketing division that had predominantly engaged with B2B audiences (Broker, Advisers, Investors and Corporate Employers).

This role came with a strategic mandate to help build a new AMP that connected directly with the Australian community, and build D2C capabilities to enable this, without losing the depth of relationship AMP already had with their core intermediaries’ audiences

Renee, a passionate B2B marketer will share learnings across her career and how it’s shaping her current teams’ focus;

  • The role brand plays in a B2B environment and how to utilise emotional connection within a Group brand strategy to inspire all audiences.
  •  The perennial tightrope of the distribution/marketing relationship
  • The critical role data plays in B2B marketing, and the influential role marketing plays in building the silver thread from sales conversation through to conversion
  • How introducing B2C marketing has affected the perception of the value that marketing brings, and the innovation it has brought to the whole team.

B2B EXPERIENCES

10:00

Jamie Ragen-Director Solution Consulting-Adobe-B2B-Marketing-Leaders-Forum-Sydney-2023

Jamie Ragen
Director – Solutions Consulting
Adobe

THE DAWN OF A NEW ERA, GENERATIVE AI AND THE FUTURE OF CUSTOMER EXPERIENCE

Over the past six months, Generative AI has emerged from research labs to become a disruptive force in creativity, redefining the way consumers, schools and businesses think of everything from image to text generation. Yet despite some early controversies and widely publicized mistakes, public sentiment regarding generative AI has been largely favourable — far from shying away from the technologies, individuals and brands are largely embracing them, a trend that appears highly likely to continue growing for the foreseeable future.

Hear from a creative turned techie on what is coming and how to leverage Generative AI as a transformational technology to deliver B2B customer experiences.

Session sponsored by:

adobe at b2b marketing conference in sydney 2022

10:30-11:00

MORNING COFFEE & NETWORKING BREAK

11:00

Choose one of four tracks:

STRATEGY

Track hosted by:
Think Smart Marketing Logo Colour

GTM STRATEGY AND LEADERSHIP

Marketing as a business leadership function, and how to get there

“You’re more than just a marketer”. For many brilliant B2B marketers, this is often seen as a compliment from sales leadership. Whether you’re in HQ or a satellite office, brilliant B2B marketing can often seem unexpected or unique, and more than the stereotype of ‘just marketing’. The truth is, all marketers are rightful GTM leaders.

In this high energy presentation, action-packed with practical take-aways, you’ll learn why marketing (wherever it fits in the global structure), is the rightful leader and creator of GTM strategy, and how you and your teams can fulfil that role to deliver sustainable business growth.

You’ll learn:

  • The three critical factors marketers need to earn the role as GTM leader
  • Principles of effective GTM planning with constrained teams and budgets
  • Frameworks for aligning the business around your GTM plan
Lauren Adam-Marketing Director ANZ-VM Ware-B2B-Marketing-leaders-forum-Sydney-2023
Lauren Adam
Marketing Director ANZ, VMware
Janine Pares-Founder and MD-ThinkSmart Marketing-B2B-Marketing-Leaders-forum-Sydney-2023
Janine Pares
Founder and MD, Thinksmart Marketing

MARTECH AUDIT, ROI & OPTIMISATION

Track hosted by:
eClerx Digital Logo

MAXIMISING THE BUSINESS IMPACT OF AN EFFECTIVE MARTECH DEPLOYMENT

Given the challenging macro-economic environment, recent staff / opex reductions in many marketing departments, and general expectation to do more with less it’s a very challenging time to be a marketing leader. Add to that, increased expectations for improved outcomes given recent surges in investment in MarTech solutions and the pressure is at an all-time high. In this panel discussion we will hear from 3 marketing leaders and their journeys with martech deployment. In this session you’ll hear key learnings and practical advice to deliver better business outcomes such as:

  • How adjusting lead scoring and measurement approaches can improve collaboration with sales
  • How effective segmentation and targeting can significantly improve results
  • Considering how alternative resource models can effectively extend your team and impact results
Ross Dembecki-Marketing Analytics & Performance Leader-MYOB-B2B-Marketing-Leaders-Forum-Sydney-2023
Ross Dembecki
Marketing Analytics & Performance Leader, MYOB
Christopher Lacherdis-GM-Innovation, Strategy & Marketing Operations, International-Schneider Electric-B2B-Marketing-Leaders
Christopher Lacherdis
GM-Innovation, Strategy & Marketing Operations, International, Schneider Electric
Amie Calvert-Marketing & Communications Leader-Pacific-Marsh-B2B-Marketing-Leaders-Forum-Sydney-2023
Amie Calvert
Marketing & Communications Leader-Pacific, Marsh
Laura Snyder
VP Client Services and Head of ANZ Digital, eClerx Digital

GROWING BRAND WITH DEMAND

Track hosted by:
B2B_logo[29]

BUILDING A B2B SAAS BRAND AT A 100 YEAR OLD HOUSEHOLD B2C COMPANY

Introducing a new B2B SaaS brand to a household name B2C company is no easy feat. At Woolworths, a century-old Australian brand, we recognized the need to extend our services to businesses. With 20 years of B2B marketing experience under her belt, Brady was brought on board to lead this ambitious project.

In this session, Brady will share her valuable insights on:

  • The journey of building a B2B roadmap and value proposition, including the challenges, the learnings, and the failures – from identifying the specific needs of businesses to crafting a compelling proposition
  • The internal and external challenges of brand re-education that come with building a B2B proposition.
  • Strategies for effectively targeting SMBs versus Enterprise businesses, and how to work collaboratively with Sales and Customer Success teams.
  • Explore the direct revenue contribution of marketing to the business, with a particular focus on SMB revenue.
  • The benefits of using Agile methodologies and share her personal experience of working in this way.

Join us as we learn from Brady’s extensive experience and gain insights into successfully building a B2B brand within a 100-year-old household B2C company.

Brady Dennett-Head of B2B Marketing-Woolworths at work-B2B-Marketing-Leaders-Forum-Sydney-2023
Brady Dennett
Head of B2B Marketing, Woolworths at Work
Samantha Cunliffe-Managing Director-Merkle-B2B-B2B-Marketing-Leaders-Forum-Sydney-2023
Samantha Cunliffe
Managing Director, Merkle

MARKETING WITH SMALL TEAMS, BUDGETS & RESOURCES

MARKETING WITH SMALL TEAMS, BUDGETS & RESOURCES

Not everyone has huge budgets and teams. This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources (roughly yearly budgets of below $600k and with a team size between 1-4 marketers).

We’ll be sharing how to:

• Stretch smaller budgets and resources further – where you can make the biggest impact with what you’ve been given
• Budget planning and making friends with your CFO
• What to outsource and what to get your hands “dirty” and learn to do yourself
• Getting business buy in for bigger budgets, new projects and initiatives
• How small players compete for talent with the big brands offering huge salaries

This is a highly interactive session so come prepared ready to share your best tips and tricks.

Nick Flude-Chief Marketing Officer-Sekuro-B2B-Marketing-leaders Forum-Sydney-2023
Nick Flude
CMO, Sekuro
Mona Lolas-B2B Marketing Expert-B2B-Marketing-Leaders-Forum-Sydney-2023
Mona Lolas
B2B Marketing Expert

11:45

STRATEGY

GROWTH & ALIGNMENT: BALANCING YOUR GTM UNDER CONSTRAINED CONDITIONS

Developing a GTM strategy is complex enough with moving targets (generally upwards), complex channels, and an ever-growing list of demands from HQ, regional office, sales leadership and more. When marketers are under more constrained conditions, be it budget, headcount, reduced external or internal support, it can be all the more difficult.

  • How to deliver to growth targets without increases in budgets and head count
  • Long term vs short term value – how to build stakeholder consensus and align metrics
  • How to balance top-down pipeline targets set while expecting immediate results
  • The impact of macro-economic trends on GTM decisions, and how to navigate it
  • Budget negotiations with HQ – when competing with EMEA and the US for budget and impact
Ed Chambers Associate Director Optus B2B Marketing Leaders Forum Sydney 2023
Ed Chambers
Associate Director, Business Partnerships & Marketing, Optus
David Hadlow-Marketing Director ANZ-Juniper Networks-B2B-Marketing-Leaders-Forum-Sydney-2023
David Hadlow
Marketing Director ANZ, Juniper Networks
Janine Pares-Founder and MD-ThinkSmart Marketing-B2B-Marketing-Leaders-forum-Sydney-2023
Janine Pares
Founder and MD, Thinksmart Marketing

AI

TURNING THE HYPE AROUND AI INTO B2B MARKETING APPROACHES THAT DELIVER REAL RESULTS

Everyone is talking about, intrigued by and experimenting with ChatGPT, DALL-E and other AI tools. But how can these emerging capabilities improve B2B marketing processes and approaches to deliver a paradigm shift in the way that we are able to connect with customers? How will AI power the next era of customer engagement, creating real and personal experiences at scale? And what are practical approaches you can apply now to plan for and deploy these to realise your biggest opportunities?

Join us for a discussion with brands who are already leveraging these technologies to improve customer outcomes and thereby marketing ROI.

Dejan Mladenovski-Head of Innovation and Enterprise SEO-Localsearch-B2B-Marketing-Leaders-Forum-Sydney-2023
Dejan Mladenovski
Head of Innovation and Enterprise SEO, Localsearch
Bruce Song-APAC Marketing Lead Business Messaging-Meta-B2B-Marketing-Leaders-Forum-Sydney-2023
Bruce Song
APAC Marketing Lead, Business Messaging (WhatsApp, Messenger, Instagram), Meta
Rob Hotchin Global Head go1 b2b marketing conference Australia Sydney 2023
Rob Hotchin
Global Head of SDR, go1
Laura Snyder
VP Client Services and Head of ANZ Digital, eClerx Digital

GROWING BRAND WITH DEMAND

TRANSFORMING PRODUCT OFFERINGS AND BRAND

  • How do you shift the mindset with customers/prospects when rebranding or introducing new products/offerings?
  • The challenge of how to keep and not alienate a loyal customer base whilst driving into new segments.
  • How do you tap into new markets/categories and what’s the best strategy to do that?
  • Balancing the short term results when it can take up to a year to communicate your (new) brand and proposition to buyers.
  • Explaining to the CFO/Board the importance and value of investing in brand. How best to create or communicate a board friendly brand strategy.
  • Making brand investment tangible.
David Hirsch-Head of Marketing-APAC-QBE-B2B-Marketing-Leaders-Forum-Sydney-2023
David Hirsch
Head of Marketing & Insights, APAC, QBE
Deborah Kytic-Director of Marketing-Prospa-is attending Sydney's largest B2B Marketing leaders Conference on 24-25 May 2023
Deborah Kytic
Director of Marketing, Prospa
Jake Hird-VP-APAC-Strategy & Solutions-Merkle-B2B-B2B-Marketing-Leaders-Forum-Sydney-2023
Jake Hird
VP-APAC-Strategy & Solutions, Merkle

FOCUS ON LEADERSHIP & CAREERS

FOCUS ON LEADERSHIP & CAREERS

During this heavily interactive session we’ll be discussing leadership both in terms of leading teams and our own career paths.

We’ll be discussing building strong teams, skills development, recruiting for values vs skills and generalist vs specialist skills for both CMOs and emerging leaders.

Career advice and paths for emerging leaders, the importance of building your personal brand, how to build business acumen and financial literacy, the biggest skills shortages in B2B marketing, how you transition from peer into a leadership position and paths to Director and CMO roles.

We’ll also discuss the benefits of mentoring and how to find a mentor.

Kelly Fisk-Chief Communications & Marketing Officer-Iress-B2B-Marketing-Leaders-Forum-Sydney-2023
Kelly Fisk
Chief Marketing & Communications Officer, iress
Sally Edvardsen-Partner, Head of Marketing & Communications-Knight Frank Australia-B2B-Marketing-Leaders-Forum-Sydney-2023
Sally Edvardsen
Partner, Head of Marketing & Communications, Knight Frank
Bobbi Mahlab-Founder & Chair-Mahlab-B2B-Marketing-Leaders-Forum-Sydney-2023
Bobbi Mahlab
Founder & Chair, Mahlab

12:30 – 1:30

LUNCH & NETWORKING BREAK

1:30
Round-Tables B2B marketing conference sydney australia 2019

Deep Dive Group Sessions

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

As one of the forum highlights, join your peers for these one hour group discussions.

You’ll be discussing challenges and pressing topics that are most relevant to B2B marketers.

1:30pm

CHOOSE YOUR FIRST GROUP DISCUSSION:

ACCOUNT BASED REVTECH STRATEGY

Session hosted by:
Green Hat b2b marketing conference Sydney Australia 2020

Ditch the Guesswork. Build Pipeline with Confidence

Research shows that Sales and Marketing teams globally are losing up to $2T annually due to inefficient and outdated processes. And we know that only 7% of buyers are actually in-market at any given time. Worse still, only a very small percentage of website visitors fill out forms.

These dynamics create an environment where pipeline building is fraught with inefficiency, waste and unpredictability. Sales and Marketing teams are operating in what we call the Dark Funnel. The good news? It doesn’t have to be this way.

Latane Conant, CMO for 6sense, is a passionate and energetic speaker. She is author of ‘No Forms. No Spam. No Cold Calls and host of the popular ‘Taking Sense’ B2B podcast. She will stimulate your thinking as she discusses:

  • Proven plays to effectively create and convert pipeline to revenue in today’s environment
  • The role of RevTech (MarTech and SalesTech combined) in enabling efficiency and scale
  • The recipe for increasing conversion rates by applying ABM/X across your entire GTM motion
  • How to align Sales and Marketing teams on the metrics that matter

Conventional wisdom tells us to proceed with caution. However, coming out of this session, Latané will inspire and encourage you to proceed with confidence.

All session attendees will receive a complimentary copy of Latane’s new book.

Latané Conant-CMO-6sense-B2B-Marketing-Leaders-Forum-Sydney-2023
Latané Conant
B2B Author, CMO, 6sense
Andrew-Haussegger-CEO-Green-Hat-B2B-Marketing-Leaders-Forum-Sydney-2023
Andrew Haussegger
Co-Founder & CEO, Green Hat

SDR & LEAD MANAGEMENT

Building the SDR strategy & team for pipeline acceleration & growth

Rather than only focusing all their efforts at the top of the funnel and generating leads to be passed over to sales, B2B marketers, especially within the IT/Tech industry are extending their ownership of leads further down the funnel. By using Sales Development Reps (SDR) teams to effectively nurture and qualify leads at the mid-funnel stage before they can enter the bottom of the funnel and getting passed over to Account Managers, marketers are seeing a huge impact on marketing ROI, pipeline acceleration and growth.

During this discussion we’ll hear how to build the SDR function as the bridge between marketing and sales by aligning the B2B sales funnel to these three teams of the growth department. Key takeaways will include:

  • How lead qualification can be defined at each stage of the sales funnel
  • Which team(s) should be responsible for lead management at each stage
  • Why an effective nurture strategy is essential to advancing leads through the funnel and meeting aggressive growth targets
  • Should the SDR function report to Sales or Marketing?

Stephanie will share how last year marketing teamed up with BDR (SDR) and Sales to identify top of funnel inefficiencies and improve velocity which saw them hit their 2nd half targets despite all challenges and APJ the best performing region at Boomi marketing overall for the year!

This is then followed by an interactive group discussion

is speaking at APAC's largest B2B Marketing Conference 2023
Stephanie Dechamps
Head of Marketing APJ, Boomi
Rob Hotchin Global Head go1 b2b marketing conference Australia Sydney 2023
Robert Hotchin
Global Head of SDR, go1
Francois Montagne-Head of Data Acquisition & Lead Development-Verticurl-B2B-Marketing-Leaders-Forum-Sydney-2023
Francois Montagne
Head of Data Acquisition & Lead Development, Verticurl

C-SUITE ENGAGEMENT

Session hosted by:
CAPITAL-e-Logo-2022-RGB-2

Engaging with the C-Suite: The art of influencing key decision-makers. 

The holy grail for any enterprise marketer is to build strong relationships with key C-Suite execs at high-value accounts. Hear from seasoned marketing leaders about successful initiatives they have overseen – as well as guiding principles they have come to adhere to – when engaging with the C-Suite.

  • Picking an approach that works at a time when the C-Suite are being bombarded with offers from multiple vendors
  • Aligning your strategy with your values (and that of your clients!)
  • Demonstrating and providing value for the executives outside of product benefits
  • Mistakes to avoid when executing C-Suite engagement strategies
  • Advancing the discipline – how one company uses a not-for-profit .org to build a community around its CIO audience
  • Media partnerships, sponsorships and other innovative tactics – from collaborating with an art director who has worked on Academy Award winning projects to partnering with a dance company
  • Justifying the budgets to the business when tactics are less about the tools
  • Where  does C-Suite engagement intersect with an ABM program?
  • Account value? Sales cycle? The metrics that matter for large deals
  • Time horizons for delivering meaningful success
Bernadette Conlon-Area Vice President Marketing-Cognizant-B2B-Marketing-Leaders-Forum-Sydney-2023
Bernadette Conlon
Area Vice President Marketing, Cognizant
Catherine Vissiere-APAC Marketing Director-APPTIO-B2B-Marketing-Leaders-Forum-Sydney-2023
Catherine Vissiere
APAC & EMEA Marketing Director, APPTIO
Rajhev-Director of Strategic Growth-B2B-Marketing-Leaders-Forum-Sydney-2023
Rajhev Rajkumar
Director of Strategic Growth, CAPITAL-e

BID & TENDER, LOW VOLUME, LONG SALES-CYCLES, BIG CONTRACTS

Round table group discussion

This session is for organisations with up to 250 big accounts where the main focus isn’t on generating and nurturing new leads through the funnel, but on retention, up-selling,
cross-selling and broadening the reach within these accounts.

It’s for marketers working closely with sales, with a narrow customer base where focus is on diving deep into the business across many business units and/or decision makers

The second part of this session we’ll cover marketing in tender driven organisations:

  • Ensuring your brand is included in RFPs
  • Why 100% win rates means you’re not taking enough risk and missing opportunities
  • The power of top of funnel marketing in influencing bid and tender conversion
  • Brand building v performance marketing
  • Aligning your content marketing to your prospective client’s vision and values
  • Using AI & ChatGPT during tenders
Jennifer Harris-Chief Customer Officer-Sandstone Technology-B2B-Marketing-Leaders-Forum-Sydney-2023
Jennifer Harris
Chief Customer Officer, Sandstone Technology
Belinda Roberts Marketing & Comms Manager Kapitol Group B2B Marketing Leaders Forum Sydney 2023
Belinda Roberts
Marketing & Comms Manager, Kapitol Group
Linda Stanojevic-Chief Strategy & Marketing Officer-EPA-B2B-Marketing-Leaders-Forum-Sydney-2023
Linda Stanojevic
Chief Strategy & Marketing Officer, EPAA

2:20pm

CHOOSE YOUR SECOND GROUP DISCUSSION:

ACCOUNT BASED REVTECH STRATEGY

Session hosted by:
Green Hat b2b marketing conference Sydney Australia 2020

A CMO Case Study: The Role of RevTech in Modern B2B Marketing (inc Panel)

[RevTech: MarTech and SalesTech working together to drive revenue growth]

In this professional services case study, you will hear how Korn Ferry globally uses technology and data to support its ABX program. How they identify prospect accounts that are in market for the services they offer. Then, by using AI and machine learning tech, how they predict the buying stage of the accounts and engage the buying party of the account. From there, how the Seller team is updated on ideal accounts to pursue with insight into the account and contact behaviour.

This will be followed by our CMO panel who will reference the case study and discuss their own B2B tech/data experience. We will get the expert opinion from the trenches on what has worked and has not, as well as the process steps to take to lay this important foundation.

Key takeaways:

• Insights into some real-world RevTech experiences
• Positioning of the relative importance of tech and data to succeed
• Understanding pitfalls
• Strategies to take the business (esp. Sales) on the journey

Tanya Mas-VP of Marketing-Korn Ferry- B2B-Marketing-Leaders-Forum-Sydney-2023
Tanya Mas
VP of Marketing, Korn Ferry
Brad Nyquist-Global Head of Marketing – Intertek-SAI Global Standards-B2B-Marketing-Leaders-Forum-Sydney-2023
Brad Nyquist
Global Head of Marketing , Intertek-SAI Global Standards
Stacey Beer-Head of ANZ Portfolio Marketing-Palo Alto Netowrks-B2B-Marketing-Leaders-Forum-Sydney-2023
Stacey Beer
Head of ANZ Portfolio Marketing, Palo Alto Networks
Nicole Doukas
Head of Marketing – APJ, Qualtrics
Andrew-Haussegger-CEO-Green-Hat-B2B-Marketing-Leaders-Forum-Sydney-2023
Andrew Haussegger
Co-Founder & CEO, Green Hat

ABM AT SCALE, INTENT DATA, CONTENT AND ENGAGEMENT

Session hosted by:
Infuse Logo 2023_color

Engagement as the new focus for demand

Key to effective B2B outreach, the harnessing of quality 1st-party data and technology play an important role in analysing intent signals to create meaningful buyer engagement. Build confidence in articulating the insights from this data to best understand what does and doesn’t work while successfully sharing this with sales teams in not only moving towards closure, but also further nurturing for retention and upsell – ultimately forming a more strongly developed and effective sales pipeline.

In this session we’ll be discussing:

  • The “why “of engagement as a metric
  • The creation of curated content programs designed to effectively nurture leads
  • How marketing teams can capitalize on data and insights to communicate audiences’ intent to drive sales while guiding and optimizing decisions
  • How best to utilise 1st-party data and technology in uncovering insights on audience engagement
  • What the data is telling us – ensuring objectivity throughout the discussion and decision making process.
  • The removal of 3rd party cookies, the competitive 1st party market and how to become a 1st party company
Jorge Villalpando-Marketing Leader-South Pacific-HPE-B2B-Marketing-Leaders-Forum-Sydney-2023
Jorge Villalpando
Marketing Leader, South Pacific, HPE
Lisa Cameron-Interim Head of Marketing-ANZ-B2B-Marketing-Leaders-Forum-Sydney-2023
Lisa Cameron
Head of Marketing ANZ, AWS
William Hasko-Head of small business Marketing-APJ-Dell-Technologies-B2B-Marketing-Leaders-Forum-Sydney-2023
William Hasko
Head of Small Business Marketing, APJ, Dell Technologies
Cyden Lord-Executive Director-APAC-InfuseMedia-B2B-Marketing-Leaders-Forum-Sydney-2023
Cyden Lord
Executive Director-APAC, INFUSEmedia

ATTRIBUTION REPORTING ROI

Session hosted by:
Adobe_Corporate_Horizontal_Lockup_Red_RGB (002)

From Cost Centre to Revenue Engine:  Repositioning Your Marketing Internally

Over 53% of marketing teams say that they are perceived as cost centers, not revenue engines. In times of uncertainty, the CFO’s scrutiny of marketing spend will only increase. Forrester found that implementing closed-loop attribution can drive a 15%-18% lift in revenue. Now is the time to revisit your attribution strategy and ensure that you have the right technology in place to prove your impact on the business’ bottom line.

Join us for this informative session to discuss how the right attribution strategy can help you make the most of every marketing dollar.

In this session, we’ll address how to:
• Measure the value and ROI of every interaction across the customer journey
• Understand what’s working and what’s not to optimize marketing spend
• Increase qualified leads, pipeline, and revenue without increasing budget
• Tie marketing investments to revenue and prove marketing’s contribution

Ben Scott-Head of Digital Marketing & Communications-Grant Thornton-B2B-Marketing-Leaders-Forum-Sydney-2023
Ben Scott
Head of Digital Marketing & Communications, Grant Thornton
Karina Guerra-Group GM – Customer Intelligence & Marketing-Xref-B2B-Marketing-Leaders-Forum-Sydney-2023
Karina Guerra
Group GM – Customer Intelligence & Marketing, Xref
Dannielle Brown-Head of Solution Marketing- ANZ-Adobe-B2B-Marketing-Leaders-Forum-Sydney-2023
Dannielle Brown
Head of Growth Marketing, ANZ, Adobe

PARTNER, CHANNEL, ALLIANCE AND ECOSYSTEM MARKETING

Disrupting the status quo: Unleashing the power of B2B ecosystem marketing through innovation

Marketers today face an everyday challenge to balance the magic in their art with the logic of science & data driven decision making in an ever-expanding dependence on the Channel Ecosystem that’s driving transformation in customer environments.

As more and more organisations depend on different partner types from Core Partnerships to New Age Alliances, Marketing teams need to continue to innovate, differentiate and measure success to add true business value.

This session will cover:

  • Understanding the Diversity in the Channel Ecosystem
  • Common challenges faced by marketers in the channel & strategies to overcome these challenges
  • Why innovation is necessary for success in B2B Marketing in the Channel and how to identify opportunities for innovation
  • Examples of successful innovative ideas & it’s impact on business
  • Ways to measure the success
Behzaad Habibi-Marketing Director-APJ-Veeam-B2B-Marketing-Leaders-Forum-Sydney-2023
Behzaad Habibi
Marketing Director APJ Channel, Alliances & Service Providers, Veeam
Mona Lolas
B2B Marketing Expert

3:00pm

AFTERNOON TEA & NETWORKING BREAK

CONTENT MARKETING

3:30PM

Marmik Vyas-General Manager Marketing-NBN-B2B-Marketing-Leaders-Forum-Sydney-2023

Marmik Vyas
General Manager Marketing
nbn

Bobbi Mahlab
Founder and Chair
Mahlab

Chris Jenkins-Content Director-Mahlab-B2B-Marketing-Leaders-Forum-Sydney-2023

Chris Jenkins
Content Marketing Director
Mahlab

EXTENDING CONTENT LIFECYCLES - TO KEEP VALUE FLOWING FROM EVERY CONTENT INVESTMENT

B2B marketing events are back. They’re still a crucial part of effective marketing strategy, but recent economic changes and reduced budgets are demanding marketers extract maximum value from their event investments.

In this rich discussion, nbn® Australia General Manager Marketing Marmik Vyas will be joined by Mahlab’s Content Marketing Director, Chris Jenkins, to explain how they worked together to extract maximum value from a premium B2B product marketing event.

In a discussion moderated by Mahlab’s Founder, Bobbi Mahlab, Marmik and Chris will demonstrate how marketers can ideate and plan campaigns that will guarantee extended content lifecycles – to keep value flowing from every content investment, while activating content across multiple channels and in multiple formats, under Mahlab’s mantra of “create once, use many.”

Join the discussion to learn:

  • What you need to think about and plan for upfront to ensure your event investment is multi-channel, multi-format and multi-use
  • How to deliver event-related content in the right way for your audience and leverage it to get qualified leads
  • The steps to take to extend your campaign value and lifespan by determining opportunities for re-use, refresh or re-work

 

Now in its 25th year, Mahlab remains one of APAC’s most successful marketing agencies. Specialising in B2B marketing strategy, Mahlab has won multiple awards for its best-in-class marketing campaigns, including Global Content Marketing Agency of the Year in 2022.

Session sponsored by:

GROWTH

3:55pm

Jadanne Dare-Director-Head of Brand and Marketing Strategy-KPMG- B2B-Marketing-Leaders-Forum-Sydney-2023

Jadanne Dare
Director, Head of Brand and Marketing Strategy
KPMG

Mariam Nouel-Head of Marketing & Strategy APAC-Kimberly-Clark Professional-B2B-Marketing-Leaders-Forum-Sydney-2023

Mariam Nouel
Head of Marketing & Strategy APAC
Kimberly-Clark Professional

GROWTH MARKETING

Increasingly B2B marketers are owning aggressive growth targets which present a great opportunity to firmly cement that respected seat at the leadership table.

Internationally renowned Marketing Leadership Expert, Thomas Barta goes as far as saying “Marketers stand for growth, or they stand for nothing”.

During this keynote, our marketers, all responsible for driving growth within their businesses will share the strategies that enable them to be the engine room for growth within their business. Whether it’s growth through existing customers and ABM or demand gen and securing new logos or pipeline acceleration and campaigns that drive faster conversion.

During these short, sharp power sessions we’ll hear from the following marketing leaders, each will present for 6 minutes.

1. KPMG: Growth while keeping budgets and headcount the same:

Over the last 20 years, Jadanne has held marketing leadership positions for top 100 global technology brands operating in Asia Pacific. Most notably, she has spent the last four years growing the business for Amazon Web Services in Australia/New Zealand.

During this session, Jadanne will share her learnings of how efficiency, effectiveness and collaboration is key to growth, particularly in a world where B2B marketers are required to often do more with less. She’ll offer how to balance long term and short term objectives, and provide a practical perspective to harness your resources.

2. Kimberly-Clark Professional: Account Based Growth:

A successful Account Based Engagement (ABE) program that has been piloted in APAC and now being implemented globally. During this session, we will share how clear business objective and early strategy alignment help to execute the excellence an ABE program with a very limited to NIL budget and still drive growth to the organisation.

Join these speakers during networking drinks to continue the discussion.

INTERNATIONAL KEYNOTE

4:20pm

Ursula-Righam-Head of Global B2B Influencer Marketing-SAP-b2b-Marketing-Conference-Sydney-2023

Ursula Ringham
Head of Global B2B Influencer Marketing
SAP (US)

B2B INFLUENCER MARKETING - HOW TO JUMP START AND SCALE AN INFLUENCER MARKETING PROGRAM

After a successful career at Apple and Adobe, Ursula Ringham, became a stay-at-home mom. When she decided to re-enter Big Tech, she had to start all over. 10 years ago, Ursula came to SAP through the backdoor and from the ground up, built an influencer marketing program. Through trial and error, utilizing all social media platforms and mediums, Ursula has created one of the most respected B2B Global Influencer Marketing Programs in the industry. During this personal and inspiring session Ursula will share:

  • Best practices, tips on what to avoid, how to start and scale
  • Identify the correct influencers for your brand
  • Type of content that resonates with B2B audiences
  • Create demand and leads
  • Build a team to support your efforts

5:00pm

Networking drinks