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DAY ONE: Wednesday 4 May 2022

08.20

REGISTRATION & BARISTA COFFEE

09:00

WELCOME & OPENING REMARKS

emma roborgh b2b marketing leaders conference sydney

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Andrew Everingham CEO at Capital-e marketing and events to MC B2B conference in Sydney Australia in May 2021

Andrew Everingham
Event MC
Founder & CEO

CAPITAL-e

LEADERSHIP

09:10

CEO OPENING KEYNOTE

09:35

jeremy nicolas telstra b2b marketing leaders conference sydney

Jeremy Nicholas
CMO
Telstra

Topic to be confirmed

ACCOUNT BASED MARKETING

10:00

mari kauppinen the marketing practice b2b marketing leaders conference sydney

Mari Kauppinen
Managing Director APAC
The Marketing Practice

Simon McEvoy Omobono 2022

Simon McEvoy
Head of Strategy
Omobono

James Taylor Kingpin Communications 2022

James Taylor
Commercial Director
Kingpin Communications

HAPPILY EVER AFTER: ABM’S EPIC JOURNEY TO ABX

Once upon a time there was Account-Based Marketing. Loved by B2B marketers for its ability to speed up sales cycles, increase deal sizes and strengthen relationships, ABM was a bona fide hero. But then came a turbulent time. A global pandemic forced activity online, increased the size of decision-making units and put pressure on budgets. How could our hero triumph through such adversity?

Join us to hear how sophisticated digital integration plus account-focused brand marketing catapults ABM from workaday hero to the all-conquering status of Account-Based Experience, or ‘ABX’. You’ll be on the edge of your seats as B2B A-listers Mari Kauppinen, Simon McEvoy and James Taylor share examples of Account-Based Experience’s transformative effects in terms of revenue, reputation and relationships. Delegates will learn how B2B organisations in APAC can become part of the ABX narrative and live happily ever after.

The End.

Session sponsored by:

The Marketing Practice ABM at b2b marketing leaders conference sydney australia 2021

10:30-11:00

MORNING COFFEE & NETWORKING BREAK

11:00

Choose one of four tracks:

TRANSFORMATION & CHANGE

Track hosted by:
Seismic b2b marketing conference Sydney Australia 2020
Track moderated by: Simon Hickox, Head of Marketing APAC, SEISMIC

INITIATING & LEADING TRANSFORMATION & CHANGE

As business innovation cycles have sped up and with CMOs more often seen as strategic leaders delivering quantifiable business results, CEOs are looking to CMOs to drive not just marketing transformation projects but companywide change projects.

As such, driving innovation and change has become an essential skill required by today’s CMOs. You must think more broadly than ever before and you need the skills (and the relationships) to drive change across the organisation.

During this session we’ll discuss challenges, processes and key competencies of a transformative CMO or marketing leader to guide an organisation through effective change. We’ll share examples of marketing led transformation efforts.

Bec, in her previous role as GM Strategy and Transformation at CBA and the panellists will share:

  • Essential leadership skills for initiating and driving change programs forward
  • How to create resilience and lead in a change environment
  • Frameworks and tools required to improve the success of your change projects
  • Examples of strategy, roadmap, business case and financial models to get your project approved by the executive committee
rebecca warren CBA b2b marketing_leaders conference sydney
Rebecca Warren
GM Marketing - Business & Institutional, CBA

STRATEGY

Track hosted by:
Think Smart Marketing Logo Colour
Track moderated by: Janine Pares, Managing Director, Thinksmart Marketing

ACTIONABLE STRATEGY BEYOND THE QUARTERLY FOCUS

Moving beyond the frenetic cycle of quarterly targets and tactical tasks, to build a plan which delivers sustainable results and gets you out of the hamster wheel.

Having a strategic plan to inform tactical execution is critical if we’re expected to hit increasingly aggressive targets with less resource.

In this session we’ll discuss how a defined long-term strategy helps you take back control of your agenda, align your marketing priorities to commercial business goals, think critically about your customers, your competitive landscape, and develop value propositions to cut through the noise, resonate and drive demand in market.

In short – we’ll show how strategy (in all its forms) helps you stop and think, take back control and enables you to connect the dots across your silos, brings stakeholders along on the journey, define the messages, activity and channels which will generate success, and say no to those which won’t – adjusting and optimising along the way, putting you in the driver’s seat to achieve growth.

bryce_blacker_juniper_b2b marketing leaders conference sydney australia forum
Bryce Blacker
Head of Marketing, APAC, Juniper Networks
suzanne pelizzari CSG b2b marketing leaders conference sydney
Suzanne Pelizzari
Head of Marketing APAC, CSG

DIGITAL

Track hosted by:
Adobe-logo
Track moderated by: Dannielle Brown, Head of Growth Marketing, Adobe

BUILDING HIGH PERFORMING DIGITAL STRATEGY AND TEAMS

Tom joined Australian business bank and payment solutions provider Tyro in April last year to build a high performing digital team responsible for delivering business results through capability building and growth marketing principles.
During this heavily interactive session Tom will share:

  • Why going from agency model to full in-house digital team
  • The team structure and roles
  • The full-funnel digital strategy and roadmap
  • Channel selection and performance
  • Diversification – budgets and strategy for data-driven testing and analysis for continuous improvements
  • Examples of global marketing campaigns
  • Digital trends, what’s new, what’s next
tom bates tyro b2b marketing_leaders_conference sydney
Tom Bates
Head of Digital Marketing, Tyro

LEADERSHIP

Track hosted by:
talent-brand_green1-300x89
Track moderated by: Katy Turner, GM Talent & Recruitment, B2B Marketing Leaders Forum

RECONNECTING WITH YOUR WHY

A thought provoking topic relevant to personal brand and brand more broadly.
• Very topical issue with the ‘great resignation’ expected this year as we emerge out of the pandemic and reflect on our own purpose. A trend we’ve seen already reflected through the market as clients/customers focus on purpose driven brands.
• We’ll be referencing Simon Sinek’s ‘golden circle concept’ and the neuroscience behind the way the brain works in relation to human connection, building trust and empathy
• Explore the role of trust and empath as key components to creating meaningful brands and marketing cultures that can thrive in this period of ongoing change and transformation.
• Practical tips to define your why and building your own personal brand in a digital space

rochelle tognetti deloitte b2b marketing leaders conference sydney
Rochelle Tognetti
CMO & Partner, Deloitte

11:45

CHOOSE ONE OF FOUR TRACKS:

TRANSFORMATION & CHANGE

Track hosted by:
Seismic b2b marketing conference Sydney Australia 2020
Track moderated by: Simon Hickox, Head of Marketing APAC, SEISMIC

CASE STUDY: ALIGNMENT & ENABLEMENT TRANSFORMATION

During this session we’ll dig deep in two transformation projects that has transformed ‘Go-To Market’ strategies and execution.
The first will focus on a digital transformation and specifically a content automation enablement tech implementation. The second on a Sales Enablement transformation, aligning sales and marketing.
We’ll discuss:

  • The key pain points, challenges and drivers that led to the need for transformation
  • The internal business cases to get the projects approved
  • The transformation process and timeframes
  • The key results and outcomes on business impact and how it was measured
  • Advice for organisations embarking on such a journey

STRATEGY

Track hosted by:
Think Smart Marketing Logo Colour
Track moderated by: Janine Pares, Managing Director, Thinksmart Marketing

MANAGING HQ AND ASIA

Global to region to countries. During this session we’ll be discussing managing relationships and expectations in an increasingly global and centralised workplace.
Reporting to a global HQ, how do we gain local autonomy, flexibility and control, ensuring HQ understands local market dynamics so we can focus on driving initiatives that are highly relevant to the APAC region.

We’ll also discuss some of the biggest challenges faced when marketing into and leading teams across the vast amount of very different individual countries in Asia. Balancing local customer and sales demand vs the efficiencies and scale provided by a more regional focus.
Finding the balance when providing locally relevant messages and the global brand challenge when localising.

belinda parvan veamsoftware b2b marketing leaders conference sydney
Belinda Pervan
VP Marketing APJ, Veeam Software
James Kissell fujitsu B2B Marketing LeadersMelbourne Conference
James Kissell
Global Director Vertical Marketing & Member Global ABM Board

DIGITAL

Track hosted by:
Adobe-logo
Track moderated by: Dannielle Brown, Head of Growth Marketing, Adobe

INTERACTIVE DIGITAL PANEL

In the last year, we’ve seen the announcement of Google’s plan to remove 3rd party cookies. More recently, the new Apple iOS provides the ability for users to select anonymous email interaction.

During this interactive panel discussion we’ll discuss many different digital topics such as

  • Understand the full implications of removal of 3rd party cookies on digital media optimisation, user behaviour analytics and ultimately, determining campaign ROI. – What are the implications and what can you do as a marketer
  • Navigating paid media publishing platforms to achieve the best return on paid digital marketing spend
  • Digital engagement methodology
  • Full – funnel integrated campaigns
  • Digital lifecycle marketing
  • Digital that accelerate pipeline
  • APAC data strategy
  • Building first party data sets

LEADERSHIP

Track hosted by:
talent-brand_green1-300x89
Track moderated by: Katy Turner, GM Talent & Recruitment, B2B Marketing Leaders Forum

“THE GREAT RESIGNATION”

With “The Great Resignation”, culture and purpose has become more important than ever to retain talent. We’ll be discussing creating nurtured environments focused on purpose and values, managing your team’s careers, connecting employees to brand and mission.

Marketers are asked to constantly do more, with less, provide growth without budgets for new resources, how to avoid burnout and becoming busy-bored, for teams and self.
We’ll also be discussing 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 and how you transition from peer into a leadership position.

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:

STRATEGIC ABM

ABX IN PRACTICE: SETTING UP FOR SUCCESS

The possibilities offered by Account Based Experience are exciting: mobilising teams across the organisation, generating cut-through with focused brand marketing, and delivering a consistent online and offline experience.

But does ABX sit in the “too hard” bucket for some organisations? Or are there steps that all companies can take to move along the journey from ABM to ABX in order to gain competitive advantage?

Mari Kauppinen will be joined on stage by APAC B2B leaders to share the blueprint for success when it comes to setting up and scaling strategic ABM & ABX programmes. Delegates will learn how to harness the value of strategic ABM and expand into ABX, maximising their available resource, technology and budget.

Mari Kauppinen the marketing practice speaking on abm at asia conference for b2b cmo
Mari Kauppinen
Managing Director, The Marketing Practice
Track hosted by:
the marketing practice agency at b2b conference in sydney australia 2022

ICP/PERSONA & JOURNEY MAPPING

B2B Persona Development and customer journey mapping have become a favourite tool for visualising every experience your customers have with you. However, knowledge of the full customer journey is often spread across business silos and isn’t always shared in a way that can be analysed and actioned.

In this session you’ll learn:

  • Learn how to develop your Ideal Customer Profile, Persona and Customer Journey Maps that visualises every experience and touchpoint, both digital and physical your customers have with you
  • Understand how to tap into the organisation’s insight, experience and data to map out the customer journey
  • Learn how to execute on your journey maps
  • Review examples of unexpected customer journeys and what you can learn from them
janine pares thinksmart b2b marketing leaders conference sydney australia forum
Janine Pares
Founder and MD, Thinksmart Marketing
Track hosted by:
TSM_logo_full

PARTNER/CHANNEL MARKETING

MAXIMISING BUSINESS VALUE WITH PARTNERS

In this Channel Marketing session we’ll focus on communicating value to, through, with and for channel partners.
The right approach depends on the Go-To-Market strategy and the objectives a business wants to achieve.

Today’s Partners typically work with 5–25 Vendors at any given time. The constant flow of information coming in from these Vendors can be disruptive, overwhelming, and confusing. Vendors who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers mindshare.

During this interactive panel we’ll hear from both Vendor and Partner side as we discuss

  • Revenue contribution
  • Partner engagement
  • Partner led demand creation, marketing contribution, ROI
  • Driving better engagement and fuelling marketing performance with partners.
  • The most productive channels for distributing partner messaging and content
  • How to better measure ROI from alliance partner marketing programs and which yield the greatest ROI
  • Award winning partner transformation programs
tamika uniti b2b marketing leaders conference sydney
Tamika Sercombe
GM Marketing & Channel, Uniti Group

CUSTOMER MARKETING

In the US, the focus on customer marketing has seen a huge uptake in the last couple of years as a critical function needed for business to retain, engage and grow customers in a more strategic way.

During this session we’ll share the creation, execution and measurement of post-sale campaigns and programs designed to improve the quality and quantity of customer engagement, drive loyalty, generate growth opportunities and activate customer advocates.

You’ll learn how to build a customer marketing function, customer advocacy program, customer roundtables programs and customer awards programs.
We’ll also discuss metrics such as customer lifetime value (CLV), engagement, advocacy and voice of customer (VOC).

bree bunzel dropbox b2b marketing leaders conference sydney australia forum
Bree Bunzel
Global Head of Customer Marketing, Dropbox
jen norrie docusign b2b marketing_leaders confer nce sydney
Jen Norrie
Leading Customer Marketing in APAC, Docusign

2:20pm

CHOOSE YOUR SECOND GROUP DISCUSSION:

ABM AT SCALE

TARGETING IDEAL CUSTOMER PROFILE (ICP) ACCOUNTS AT SCALE

Today, best-practice marketers target ‘desired’ accounts at scale. They take the best from 1to1 ABM and throw the net wider over 10s, 100s or even 1000s of accounts with personalised display media, comms and engagement through the funnel. They target the ‘dark funnel’ trawling for ICP accounts showing interest and intent, and systematically report account behavioural signals and opportunity data to account-centric sales teams.

In this session, you will learn:

  • How to determine if ABM At Scale is right for you
  • Building an ABM At Scale program
  • Finding your new customers in the invisible ‘dark funnel’
  • The ‘Secret Sauce’ in Sales and Marketing collaboration
  • Key factors for success
  • Measuring ABM performance and what to expect

This interactive session will be presented by ABM expert practitioners who have developed strategy and followed through into implementation. We will talk to case study examples to bring ABM At Scale to life.

Daniel McDermott Mimecast b2b marketing melbourne conference
Daniel McDermott
Senior Marketing Director, APAC, Mimecast
Andrew Haussegger
CEO, Green Hat
Track hosted by:
Green Hat b2b marketing conference Sydney Australia 2020

CUSTOMER EXPERIENCE

BUILDING A B2B CX STRATEGY

In Nov 2021 Gina was tasked to set up the B2B CX strategy and roadmap at REA Group.
With 200+ direct stakeholders and 500+ with indirect impact on CX, she’ll share how she’s bringing people together on a change management journey removing silos and fragmented accountability. She’ll share successes and failures from the early stages of her journey:
• How to get started: starting lean and simple
• How to influence people and generate impact without direct authority
• Developing a CX vision: why its important
• Developing a roadmap: balancing short & long term priorities, how to sell tomorrows problem
• How to engage executive teams and boards on CX
• Understanding how much value marketing plays in this process
• The care factor for teams: why CX matters to employees

gina mccartney REAGROUP b2b marketing leaders conference_sydney
Gina McCartney
GM CX & Commercial Effectiveness, REA Group
Irene sekanic qualitrics_b2b marketing leaders conference sydney
Ivana Sekanic,
Head of Experience Management (XM) Solution Strategy ANZ, Qualtrics
chrissa sumner qualtrics b2b marketing leaders conference sydney
Dr Crissa Sumner
Head of Employee Experience (EX) Solution Strategy ANZ, Qualtrics
Track hosted by:
QualtricsXM_RBG

ATTRIBUTION/REPORTING ROI

To maintain credibility and budgets, 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 target.

What earns marketing a seat at the leadership table is knowing your ROI, pipeline and revenue contribution and being able to walk into a board room and report and defend your data

Learn the skills, processes and tech needed to set up attribution, ROI and reporting frameworks for communicating the value of marketing to the businesses – aligning metrics to business financials.

We’ll also be discussing attribution models and how to manage attribution during very long, complex sales cycles.

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

The speakers will be sharing examples of how SDR Teams have played crucial roles in their lead management processes and created alignment between marketing and sales that ultimately drove marketing ROI and pipeline acceleration.

justin smith b2b marketing_leaders conference sydney
Justin Smith
Global CMO, Ansarada
jethrograinger marsh roche b2b marketing leaders conference sydney
Jethro Grainger-Marsh
Head of Marketing, Strategy & Solutions, Roche
jake phibbs_b2b_marketing_leaders_conference_sydney
Jake Phibbs
Director of Sales, ANZ
Track hosted by:
SellingSimplified_horizontal_grey

3:00pm

AFTERNOON TEA & NETWORKING BREAK

CONTENT MARKETING

3:30PM

bobbi mahlab b2b marketing leaders conference sydney

Bobbi Mahlab
Founder and Chair
Mahlab

CONTENT JOURNEYS – THREE MARKETING LEADERS SHARE HOW THEY SUCCESSFULLY USE CONTENT TO DELIVER REVENUE TO THEIR ORGANISATIONS

In this session we’ll hear from three leading organisations how they are using content to achieve, not only marketing, but business goals.
During their rapid-fire presentations, they will present the following:

  • Business challenge, key objectives and success metrics
  • Strategy and approach with content
  • Team structure including skills, capabilities and partners
  • Key insights and results
    You’ll hear them share:
  • Customer and business drivers for implementing a content-led marketing strategy
  • Importance of having a customer-first approach
  • Specific metrics used to define and measure business impact and success
  • How to strategically distribute content
  • Why content is critical to support every stage of the customer journey
    Presentation #1: Using content to grow awareness and trust
    Presentation #2: Using hero content to drive leads and marketing pipeline
    Presentation #3: Using content to drive registrations to events

 

Session sponsored by:

TARGETING ENTERPRISE & GOVERNMENT VS SMBs & MICRO BUSINESSES

3:55pm

scott coombes google b2b marketing leaders conference sydney

Scott Combes
Head of Public Sector Marketing JAPAC
Google Cloud

TARGETING ENTERPRISE & GOVERNMENT VS SMBs & MICRO BUSINESSES

As marketing leaders, our strategies for driving revenue and growth differ depending on who we’re targeting.

As an Enterprise Marketer you’d usually be focused on targeting approximately top 200 named accounts, with large buying committees and long complex sales cycles.

As Head of Public Sector Marketing you’d face different challenges marketing into federal, state and government agencies.

And as a marketing leader targeting SMBs, micro businesses and sole traders you’re likely targeting thousands of businesses, have shorter sales cycles and products or services with smaller transactional value.

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

Targeting Enterprise:

  • Focusing on sales and marketing alignment and collaboration when targeting very large accounts, with very long, complex sales cycles involving a large amount of stakeholders during the buying process.

Targeting Government:

  • Focus on governance, compliance, complex procurement, approval and funding.
  • How to increase market share in priority government accounts and clusters through ABM, creating communities and executive engagement, scaling through partners and industry associations, using a tightly integrated campaign approach to broaden reach and brand awareness and the importance of working in close alignment with sales

Targeting SMB and Micro businesses and sole traders.

  • The most effective ways and channels to get broad reach.
  • Loyalty, what keeps smaller business customers loyal?
  • What’s working in terms of formal programs?

INTERNATIONAL KEYNOTE

4:20pm

bev burgess b2b marketing leaders conference sydney

Bev Burgess
World authority and “founder” of ABM
Author: “A Practitioner’s Guide to Account Based Marketing”

A Coming of Age Story: ABM Turning Twenty

Since I first codified ABM back in 2003, the world has changed, business is transforming, and ABM is evolving quickly across the globe. In fact, ABM continues to revolutionize the way we do B2B marketing. But what will that revolution look like over the next few years? And what does it mean for you as an ABM-er?

As ABM approaches twenty this year it is no longer the teenager of the marketing family. I’m delighted to be joining the APAC Marketing Leaders’ Forum to discuss how ABM is growing up. I’ll be sharing a sneak preview into the latest research and best practice case studies behind my new book, ‘Account-based growth: Unlocking sustainable value through extraordinary customer focus.’

Join me in this session to explore:

  1. Where ABM came from and what you can learn from its early pioneers;
  2. What best practice looks like today, and how you can adopt it to increase your impact;
  3. How ABM is shaping the future of marketing, and what that means for your career.

5:00pm

END OF DAY ONE & NETWORKING DRINKS