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.
Rebecca will draw from her experience from her previous role as GM Strategy and Transformation at CBA and share:
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.
To deliver great customer experiences, businesses need to evolve their CXM strategy to keep up with changing customer expectations. This requires a technology foundation but also a high performing digital team delivering business results through capability building and growth marketing principles.
In this heavily interactive session, Tom and Hamish will both be delivering case studies on how they have evolved their CXM strategies to drive organisational success. Topics will include:
We will then open up to a panel discussion
During this session we’re turning the lens on YOU and your personal north star.
As we’re emerging out of the pandemic, many of us are reflecting on our own purpose. A trend we’ve seen already reflected through the market as clients and 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
Provide practical tips to define your why and building your own personal brand in a digital space
During this interactive session we’ll also be discussing career paths and advice for emerging leaders, the importance of building business acumen and financial literacy, the biggest skills shortages in B2B marketing – generalists vs specialist skills.
We’ll also be discussing the findings from the 2022 B2B Marketing Salary Benchmarking Report.
More than ¾ of buyers say they now prefer digital self-serve and remote human engagement over face-to-face interactions.
To adapt, Marketers are needing to
During this session we’ll firstly examine the process of executing a successful digital transformation, specifically a content automation enablement tech implementation and secondly provide the lens how this supported Australia Post’s Sales Enablement transformation, aligning sales and marketing.
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.
Realising and adjusting to the nuance of B2B Paid Media in a heavily swayed B2C world.
During this session we’ll be discussing how to look at your Paid Media strategy across Search, Social, Programmatic and Content Syndication and how it can align to your entire sales and marketing funnel.
Breaking down the wall of brand awareness and stepping into accountability for ROI: we will explore 3 ways you can do this.
This panel discussion will highlight how the current situation of Paid Media is being seen and explore new ways to approach and quantify the potential of Paid Media within your overall marketing strategy
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.
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 three very experienced ABM’ers who will 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.
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:
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 discuss:
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).
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:
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.
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
Aligning sales and marketing is key to a successful B2B strategy, however marketers need to quantify their contribution to pipeline and revenue. Yet, over 50% of marketers in APAC don’t have a ROI or pipeline contribution target. Measuring marketing ROI isn’t always straight forward and tracking marketing activities vs sales revenue doesn’t always result in alignment between departments.
That’s where marketing attribution comes in. Developing the right marketing attribution to measure ROI is key to unlocking credibility and budgets for pipeline & revenue campaigns.
In this session we’ll discuss:
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:
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.