08.20

REGISTRATION & BARISTA COFFEE

09:00

WELCOME & OPENING REMARKS

09:10

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?

09:35

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.

10:00

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:

10:30-11:00

MORNING COFFEE & NETWORKING BREAK

11:45

1:30pm

CHOOSE YOUR FIRST GROUP DISCUSSION:

2:20pm

CHOOSE YOUR SECOND GROUP DISCUSSION:

3:30PM

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:

3:55pm

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.

4:20pm

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