2020 Full conference program will be released in January

DAY ONE: WEDNESDAY 20 MAY 2020

08:30

REGISTRATION & BARISTA COFFEE

08:50

WELCOME AND OPENING REMARKS

B2B Marketing Conference Sydney Australia Emma Roborgh CMO Leaders Forum APAC
Emma Roborgh
Founder & CEO, B2B Marketing Leaders Forum
Carlos Hidalgo B2B Marketing Conference SYD
Carlos Hidalgo
Customer Experience Strategy, B2B Demand Generation & Change Management Specialist
09:00

GLOBAL CMO KEYNOTE

Building enduring global brands and businesses at the intersection of metrics and magic: where creativity and data work together

The B2B Marketing Forum is excited to welcome back Jonathan Martin as a speaker in 2020, this time as Global CMO of Hitatchi Vantara.

A nearly two-decade marketing veteran in the technology industry with past CMO roles including Global CMO for Pure Storage, Global CMO for EMC, and CMO at HP Software and always part of the Executive team, his global experience include hypergrowth and pre-IPO startups to SMBs and Fortune 100s within organisations of 200 to 335,000 employees.

In his opening keynote he’ll share how he builds enduring global brands and businesses at the intersection of metrics and magic. How he makes creativity and data work together for revenue and growth.

Jonathan Martin Global CMO Hitatchi Vantara B2B Marketing Conference Sydney Australia 2020
Jonathan Martin
Global CMO, Hitachi Vantara
09:20

FROM CEO TO CMO

From CEO ADMA to B2B CMO at IBM in Singapore – bringing a CEO mindset into the CMO role

Jodie Sangster CMO IBM at B2B Marketing Conference Sydney Australia 2020
Jodie Sangster
CMO, IBM
09:40

CEO PANEL

CEO PANEL

For CMOs to be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives. Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing”.

The increasingly larger role of marketing leaders today to take ownership of the customer journey and leading digital transformation provides increased opportunities for future CMOs to move closer to the CEO role.

In this panel discussion, former CMOs and CFOs share their journeys to CEOs and Managing Directors and their recommendations for CMOs to get a stronger voice at the leadership table.

  • The need for CMOs to understand that most CEOs have a direct obligation to their board to drive a growth agenda
  • Finding the right metrics – what does commercial acumen as a CMO look like?
  • Putting analytically-centred marketers in strategic roles and making them strategic P&L leaders who “own” brand results and are accountable for total business results
  • Advice for presenting to the leadership team; understanding the need to focus on their pain points vs your own day-to-day agenda, the importance of being prepared to defend your data and ensure the data presented are linked to business objectives
  • Stakeholder engagement – work your network – how to be present and stay relevant in their worlds
Kendra Banks, MD, SEEK B2B Marketing Conference Sydney Australia 2020
Kendra Banks
Managing Director ANZ, SEEK (Former CMO)
Lisa Henderson
Managing Director, AON Infinity (Former CMO)
Emma Hendry
CEO, Hendry (Former CFO)
10:10

KEYNOTE RESERVED FOR HEADLINE SPONSOR

Session sponsored by:
Marketo b2b marekting conference sydney australia 2020
10:30

NETWORKING MORNING COFFEE BREAK

11:00

LEADING CHANGE IN ENTERPRISE

A B2B marketer in the top job at NAB

As former CMO and Head of Strategy and Growth at GE, Suzana joined NAB as GM, Business Bank Marketing & Customer Strategy in 2017.
As she took over as NAB’s CMO last year she’s now the first CMO at NAB with B2B marketing background.

Suzana Ristevski CMO NAB B2B Marketing Conference Sydney Australia 2020
Suzana Ristevski
CMO, NAB

INVESTING FOR GROWTH IN SMBs

Investing for Growth

Fostering a culture for growth, innovation and alignment into the sales organisation.

Having spent more than ten years with F5 Networks and Optus, both publicly listed organisations, in late 2018 Nick moved to Secure Code Warrior, who at the time was just 40 people.

In this session he will share how his focus on business metrics earned him a seat on the executive team alongside the CFO, CTO and VPs of Customer Success and Sales.

He’ll share:

  • The importance of metrics that describe business performance through a marketing lens
  • Strategically planning for an organisation that will be three to four times larger than it currently is
  • Defining distinct personas for buyers and users, where those two people aren’t the same
  • Advice for executive-level conversations on marketing’s contribution to pipeline
  • Marketing’s role informing on strategy and delivering on corporate objectives
Nick Flude CMO Secure Code Warrior B2B Marketing Conference Sydney Australia 2020
Nick Flude
CMO, Secure Code Warrior

Focus on Digital and Emerging Leaders

Digital marketing in B2B case study

During this session we’ll discuss:

  • Best practice Web and SEO
  • Google Adwords
  • Social Media for B2B
11:25

Fueling international expansion and global growth

Growth at Australia's newest tech Unicorn

Australia’s newest tech Unicorn, privately held SiteMinder, global market leader in hotel guest acquisition software, just got valued at $1.1B following a strong year of growth.

A year which was saw the appointment of  Global CMO, Mark Renshaw.

Former Global Chair for New York based marketing agency Edelman’s brand practice, Mark returned back to Australia in December 2018 to fuel global growth through accelerated go-to-market strategies and aims to go public within the next two years.

Mark Renshaw CMO Siteminder B2B Marketing Conference Sydney Australia 2020
Mark Renshaw
CMO, Siteminder

INVESTING FOR GROWTH IN SMBs

Start up growth hacking - Where do you start when you need awareness, sales and customer insight all with a minimal budget

What does it take to create marketing and customer experience strategies from scratch in the B2B market? Experience or insanity?

Voted #13 coolest start-up in 2019 by LinkedIn, Emilie joined the B2B focused InsurTech, Integrity Life as the 16th employee and first person in marketing. Eighteen months on, she looks after a team of five marketers and has built out the CX team with an additional six.

As a new entrant the business started with 0% awareness – she now has aggressive targets to drive awareness, lead gen, conversion and retention simultaneously. All with an annual budget less than $1M. She’ll share the creative ways she allocates her tiny budget to align with growth targets.

Emilie Chell GM Integrity B2B Marketing Conference Sydney Australia 2020
Emilie Chell
GM Marketing & Customer Experience, Integrity Insurance

Focus on Digital and Emerging Leaders

Building personal brand and thought leadership for the executive team

Katie Bennett Stenton, Marketing Director ANZ
Katie Bennett-Stenton
Associate Director Marketing, Institutional Banking, ANZ
11:50

LEADING CHANGE IN ENTERPRISE

Enterprise CMO Panel

Leading teams through change and building high performance cultures

Marmik Vyas CMO NBN b2b marketing conference sydney australia 2020
Marmik Vyas
GM Business Marketing, NBN
Reachelle Inman Dexus b2b marketing conference Sydney Australia 2020
Raechelle Inman
CMO, Dexus Property Group
Jenn ten Seldam
Marketing Director, SEEK

INVESTING FOR GROWTH IN SMBs

SMB CMO Panel

EMERGING LEADERS

Panel: Digital Leadership

12:30

NETWORKING LUNCH

Round-Tables B2B marketing conference sydney australia 2019

GROUP SESSIONS

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

Each 40min discussion is moderated by a B2B marketer who will first share a case study. This is followed by group discussions focused on “What” and “How”, the aim to get practical learning, share from each other and make new friends.

13:30 - 14:10

ATTRIBUTION

Still one of the most in-demand topics, marketers are still struggling to clearly attribute marketing campaigns and spend to revenue contribution.

The tools you’ll need to set up attribution that works so teams can communicate the value of marketing to the business.

Attribution models discussion (first, last or multi-touch attribution)

BUDGETING

Breaking the budget cycle

How to build B2B budgets that achieve business goals and grow year-on-year.

Is your company’s growth targets aligned with the  size of the marketing budget? What % of  company gross revenue to be allocated to marketing?

Zero based budgeting frameworks

Budget allocation – Headcount, Programs, infrastructure, technology, analysis, agencies

What % of your budget gets repeated each year (headcounts and lock-in contracts with vendors/suppliers)

The importance of CMO/CFO alignment

Aligning to outcomes and not outputs

Ensuring you’re balancing your budgets

INBOUND & DEMAND GEN CAMPAIGNS

Demand Strategy and Programs

Case studies and discussions around both failed and successful B2B demand generation campaigns.

Covering both Inbound and Outbound demand-generation programs using scalable digital and non-digital channels.

Analysing data and optimising programs to improve performance.

Working with operations team to track through the funnel and sales-handoff, along with reporting on impact and ROI

THE MARKETING REVENUE ENGINE

Clearly showing the business how marketing is going to deliver revenue

Following on from her hugely popular presentation last year, Ljubica will in this 40min session dive deeper into the Growth Marketing Framework where she’s turning her marketing department from cost to revenue centre and how her initiatives are now getting deployed world wide throughout Hexagon, a company larger than General Electric.

Ljubica Radoicic
APAC Marketing Director, Hexagon PPM

STRATEGIC ABM

Creating and executing highly-customized marketing plans for individual accounts or lightly-customized programs for clusters of accounts with similar issues and needs.

The world of ABM and why it’s so hot!

Account Based Marketing Certified by ITSMA in the US, Natalie will during this interactive group session share:

  • What is really meant by Account  Based Marketing – The R, R,R & R goals
  • The difference between Strategic ABM and Demand Gen ABM
  • The rolling plan to a global ABM strategy
  • The seven-step process to successful Strategic ABM
  • Why it is even more important to do customer research, account intelligence and stakeholder profiling with ABM
  • The Pilot that saw every sales manager begging for ABM
  • Sales Alignment and cross function collaboration
  • Adding analytics to account intelligence and buying intent
Moderated by: Petra Markova, Director, Redvantage
Natalie Mendes ABM Director SAS speaking on Account Based Marketing in Sydney Australia 2020 conference
Natalie Mendes
ABM Program Manager- Asia Pacific, SAS

PARTNER/CHANNEL MARKETING

Maximizing business value with partners
In this Channel Marketing session we’ll focus on communicating value to, through, with and for channel partners.

We’ll discuss:
• Revenue contribution
• Partner engagement
• Partner led demand creation, marketing contribution, ROI
• Driving Better Engagement and fuelling marketing performance with partners
• Providing a seamless partner experiences
• Data-driven channel

Monique Esplin GM Marketing speaking at B2B Marketing Conference in Sydney Australia in May 2020
Monique Esplin
GM Channel and Alliance, Enterprise and Government, Vocus Group

MANAGING HQ

Reporting to a Global HQ

Gaining local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office.

Making sure you’re not just the execution team.
Breaking down internal silos within an organisation and opening barriers between head office and local office,  how to make GLOCAL really work
Getting HQ to understand local market dynamics

Rachael Rankin - HSBC CMO - at B2B Marketing Conference in Sydney Australia in 2020
Rachael Rankin
Head of B2B Marketing, HSBC Australia
Kathryn Illy PwC B2B Marketing Conference Sydney Australia 2020
Kathryn Illy
Director Strategic Marketing, PwC

GETTING ON BOARDS

14:20 - 15:00

GROUP SESSIONS

PREDICTIVE INSIGHTS AND FORECASTING

PERSONA & JOURNEY MAPPING

B2B Persona Development and customer journey mapping have become a favourite tools for visualising every experience your customers have with you.
In this session we’ll discuss how:

  • The importance of understanding your customer journey across all touchpoints
  • B2B Persona Development
  • How to develop and execute on your journey maps

SALES & MARKETING ALIGNMENT

  • What does great look like?
  • Sales and marketing metrics integration and workflow
  • Sales enablement and CRM
  • Inside Sales, SDRs and Sales Strategy/Pipeline Teams
  • Insights and strategies for creating successful sales and marketing SLAs
  • Lead qualification and handover processes – Do you have a mutually agreed service level agreement with a mutually agreed definition of a sales/marketing lead, mutually agreed lead management and scoring process in the funnel?
  • Do you have shared objectives, goals and KPIs of revenue and pipeline?
  • Does the business understand how you measure leads?
  • Does your reporting make sense to the business?
David Hadlow Optus B2B Marketing Conference Sydney Australia 2020
David Hadlow
Associate Director – Marketing, Optus Business

NON-DIGITAL B2B CHANNELS

Event/Field Marketing

  • Marketing for registrations and turn-out

ABM AT SCALE - PROGRAMMATIC ABM

Leveraging technology to tailor marketing campaigns for specific named accounts at scale

B2B2C

For marketers selling directly through consumers through retailers

MARKETING INTO & MANAGING TEAMS IN ASIA

During this session we’ll discuss some of the biggest challenges facing Marketers responsible for marketing into the vast amount of very different individual countris in  Asia.

With the fast changing and geographically spread Asian markets, for B2B marketers there is a constant need to balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus.

  • The magic formula of localisation –  finding the balance when providing locally relevant messages
  • The global brand challenge when localising
  • Corporate and regional interplay – Managing HQ requirements while meeting unique needs of local countries.
  • Team structures – The Global, Regional, Local balance, in-house vs agencies.
  • The talent quest – finding and retaining your local talent
Session sponsored by:
Verticurl at B2B marketing conference in sydney australia 2020

LEADING CHANGE & TRANSFORMATION

Driving, Leading and Managing change at Leading change at Deloitte, Qantas, IBM and now Austrade

Jessica Hamilton CMO B2B Marketing Conference Sydney Australia 2020
Jessica Hamilton
CMO, Australian Trade and Investment Commission (Austrade)
15:00

AFTERNOON NETWORKING COFFEE BREAK

15:30

B2B CONTENT MARKETING PANEL

bobbi mahlab content marketing strategy agency b2b marketing conference sydney australia 2019
Bobbi Mahlab
Managing Director
15:55

cross-stakeholder Collaboration

CMO/CFO Fireside chat

Michelle has spent the last 18 months changing the perception of marketing and elevating the CMO role and perception of marketing within the business. For the first time Marketing has become a bridge across all functions with “a big seat” at the executive leadership team,  has for the first time a seat at the Sales Executive Leadership Team, and a seat at the Finance/IT/Operations Leadership Team.

During this CMO/CFO fireside chat, Michelle will share how she collaborates with all C-suite stakeholders with a focus on the CMO/CFO relationship.

  • The CMO/CFO – One of the most worthwhile relationships to invest in
  • How you have to speak their language and understand the gaps
  • Ben’s perspective on how the marketing conversation and relationship changed
  • Practical recommendations to other marketers
Michelle Stewart GM Marketing Device Technologies b2b marketing conference sydney australia 2020
Michelle Stewart
GM Marketing & Digital, Device Technologies
Ben Arthur CFO Marketing Conference Sydney Australia 2020
Ben Arthur
CFO, Device Technologies
16:20

CLOSING KEYNOTE

17:00 - 18:00

NETWORKING DRINKS

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