CONFERENCE DAY ONE

Wednesday 8 May 2024

DAY ONE: Wednesday 8 May 2024

08.20

REGISTRATION & BARISTA COFFEE

09:00

WELCOME & OPENING REMARKS

Emma Roborgh B2B Marketing Leaders Forum

Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum

Andrew Everingham capitale B2B Marketing Leaders Forum

Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e

LEADERSHIP, CULTURE & GROWTH

09:10

Trent Innes Siteminder B2B Marketing Leaders Forum

Trent Innes
Chief Growth Office
SiteMinder

LEADERSHIP, CULTURE & GROWTH: XERO'S FORMER MANAGING DIRECTOR NOW ACCELERATING GLOBAL GROWTH AND SCALE AT ONE OF AUSTRALIA'S TECH UNICORNS.

After eight years of successfully growing and scaling Xero as Managing Director, Trent joined SiteMinder in February as Chief Growth Officer. An Australian-headquartered hotel tech leader with 39k customers across 150 countries, Trent is again accelerating the growth of a global company carving a new category for the accommodation industry.
Trent will share how he’s forging an accelerated growth path for SiteMinder through:

  • A fully-integrated, wholistic GTM model
  • Placing hyper focus on customers and the customer experience to support the company’s predominantly SaaS subscription business model
  • Balancing alignment and healthy friction between sales and marketing
  • Building great internal cultures for growth

CMO LEADERSHIP

09:35

CMO LEADERSHIP - PRIORITIES FOR 2024 AND THE FUTURE OF THE CMO FUNCTION IN DRIVING PROFITABLE BUSINESS GROWTH

  • Priorities for 2024 and the future of the CMO function in driving profitable business growth
  • The specific benefits and strengths that B2B marketers bring to CMO roles
  • How do we ensure the CMO function retains a firm seat at the leadership table
  • How marketing teams are adopting and using AI tools and how they’re communicating AI-Marketing to senior stakeholders
  • Social impact marketing/ Sustainability and Social Responsibility – huge for CMOs in Asia…is it on your agenda?
  • Advice to better sell, measure and prove the commercial impact of their work
  • Advise for securing board roles
  • Advice and the importance of mentorship
Suzana Ristevski NAB B2B Marketing Leaders Forum

Suzana Ristevski
CMO & Executive Group Marketing
NAB

Dean Chadwick MYOB B2B-Marketing Leaders Forum

Dean Chadwick
CMO
MYOB

B2B EXPERIENCES

10:00

MOVING PARTS: HOW TO BUILD HIGH-PERFORMING B2B EXPERIENCES

Session sponsored by:

Samantha Cunliffe Merkle B2B Marketing Leaders Forum

Samantha Cunliffe
Managing Director
Merkle-B2B

Jake Hird Merkle B2B Marketing Leaders Forum

Jake Hird
VP APAC, Strategy & Solutions
Merkle-B2B

10:30-11:00

MORNING COFFEE & NETWORKING BREAK

11:00

Choose one of four tracks:

BRAND & CREATIVITY

Track hosted by:

STRATEGY & GTM PLANNING

Track hosted by:Think Smart Marketing b2b cmo conference

DEVELOPING A CUSTOMER-FOCUSED GTM

Case Study Vocus: How the Vocus customer engagement framework simplifies complexity
In this case study, David will share the GTM approach at Vocus and how being customer-led has enabled the business to simplify an otherwise complex GTM, and deliver a unified direction across the organisation to drive growth in a niche market.

David Heyworth VOCUS B2B Marketing Leaders Forum
David Heyworth
Head of Marketing, Vocus

Case Study Adobe: How Adobe’s Integrated GTM connects teams, channels and activity around the customer
Nicole and Janine will share a case study for a strategic integrated GTM framework for Adobe, and show how critical this has been in aligning teams, resource and activity to deliver business objectives whilst under capacity and budget constraints.

This case study will show how the strategic approach enabled Adobe to increase efficiency, consistency and alignment across six teams and three sub-regions to drive momentum across the full customer journey and touchpoints.

Nicole Gemmel Adobe B2B Marketing Leaders Forum
Nicole Gemmell
Head of Strategic Campaigns, APAC, Adobe

Panel discussion & Q&A
Both speakers will join a panel to discuss more about the importance of developing a strategic GTM, to help simply complexity and align with customer needs. We’ll cover:

  • How to apply an integrated framework to your GTM strategy
  • How to connect the silos inside and outside marketing
  • How to stretch efforts across the customer journey and the buying committee
  • How to align stakeholders and mitigate any hurdles along the way
Janine Pares TSM B2B Marketing Leaders Forum APAC
Moderated by:
Janine Pares, Founder and MD, Thinksmart Marketing

DATA & ANALYTICS

Track hosted by:

DATA-DRIVEN INSIGHTS INTO ACTION

Case study Aware Super: The four-year journey of transforming data-enabled insights and enabling actions

As a former NAB and Westpac marketing leader, Karen joined Aware Super, at the time a result of several company mergers, four years ago to lead the company’s data strategy and transformation.
During this insightful case study she’ll share:

  • Developing the Data strategy – what it means to be data-driven and why is it compelling – required stakeholder consultation, technology review and clear alignment to the organisational objectives
  • Telling the story to get buy in and investment
  • Step one, getting multiple data sets into one place where they are usable, accessible, clean and of quality
  • Step two, insights from the data and identifying diamonds in the data mine
  • Step three – delivering the 360 degree view of the customer and visible to the customer facing teams – with a so what – next best action for the customer
  • Modelling, analysis and insights, identifying collective insights on journey activities of customers and actional segmentation
  • Good data is foundation for application of AI and now Generative AI
Karen Ganschow Aware Super B2B Marketing Leaders Forum
Karen Ganschow
Head of Data Sciences, Aware Super

ATTRIBUTION, PERFORMANCE, METRICS & ROI

Panel discussion & Q&A
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, 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
  • Challenges in attribution and attribution modelling
  • How do you measure Enterprise pipeline acceleration?
  • How do you measure account engagement across all channels, digital and physical?
  • Impact of personalisation on marketing performance
  • How to get the most out of your marketing technology investments
Nicolas Rincon Tyro Payments B2B Marketing Leaders Forum
Nicolas Rincon
Data & Analytics Marketing Lead, Tyro Payments
Laura Snyder eclerx B2B Marketing Leaders Forum
Moderated by:
Laura Snyder, VP Client Services and Head of ANZ Digital, eClerx Digital

CUSTOMER LIFE CYCLE ENGAGEMENT

Track hosted by:Salted Stone at b2b marketing conference in sydney australia 2024

CUSTOMER LIFECYCLE ENGAGEMENT

During this track you’ll hear two case studies on how they’ve transformed their end to end customer lifecycle engagement including:

  • Achieving Sales, Marketing & Customer Success alignment
  • Calculate CAC (Customer Acquisition Costs)
  • Identify and understand every touchpoint (digital and non-digital) along the customer journey
  • Use the right technology including AI to power the whole journey
Tony Eades Salted Stone B2B Marketing Leaders Forum APAC 2024
Moderated by:
Tony Eades, CSO & CEO APAC, Salted Stone

12:30 – 1:30

LUNCH & NETWORKING BREAK

1:30 - 2:50
Round-Tables B2B marketing conference sydney australia 2019

Industry Focused Group Sessions

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

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

You’ll be discussing challenges and pressing topics that are most relevant to you and B2B marketers in your specific industry.

B2B MARKETING IN IT/TECH/SAAS/CLOUD

Track hosted by: Intentisify B2B Marketing Leaders Forum

Panel followed by interactive Q&A and round-table discussions

Our panellists will share their views on a broad spectrum of topics including:

  • Priorities for 2024 and beyond – still the year of doing more with less?
  • The importance of accelerating pipeline, conversions and driving leads across all stages of the funnel
  • Measuring and demonstrating long term marketing impact v short term sales needs
  • Managing and delivering marketing value during an acquisition
  • Owning the customer agenda in a sales/product led business
  • Most efficient and effective marketing structures
  • Agency work – what to insource vs what to outsource

This session will be on-point for IT/Tech/Saas/Cloud marketers – not a generic theory session. The session will end with 30min round-table discussions with your peers.

Jordan Reizes Nutanix B2B Marketing Leaders Forum APAC 2024
Jordan Reizes
VP Marketing JAPAC, Nutanix
Lisa Sim Palo Alto B2B Marketing Leaders Forum
Lisa Sim
VP Marketing JAPAC, Palo Alto Networks
Tom Humphries Oracle B2B Marketing Leaders Forum
Tom Humphries
VP Marketing JAPAC, Oracle

B2B MARKETING IN BANKING/FINANCIAL SERVICES/INSURANCE

Case Study: Leading a total marketing transformation at Tyro payments

With a background at Citi, BT and Zip Business, a true B2B marketer at heart, Sera found her once-in-a-lifetime role with Tyro Payments a year ago.  In the highly competitive banking market, targeting small businesses, she was approached by Tyro’s CEO to help transform the entire marketing department including:

  • Organisational and marketing structure, roles and talent
  • Rebuilding the new value proposition, brand and GTM strategy
  • Driving acquisition, growth and customer marketing strategy across multiple products

During this session she’ll share the steps and practical examples, successes and pinpoints of this journey

Sera Awad Tyro Payments B2B Marketing Leaders Forum
Sera Awad
Head of Marketing, Tyro Payments

Panel & round-table discussion

Panellists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:

How CX transcends everything, and how to align the business around it
Balancing B2B and B2C and B2B2C
Digital transformation and what this means for teams, workflows and customers
The impact of macro forces and how marketing can take a leadership role
The role of brand and the impact on CX
Working with sales, partners, advisors when building personal relationships with clients
This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Panelists will share their main challenges and opportunities as B2B marketers in Banking and Financial Services:

  • How CX transcends everything, and how to align the business around it
  • Balancing B2B and B2C and B2B2C – Utilising B2C principles in B2B
  • Digital transformation and what this means for re-building high-performance teams, workflows and customers
  • The impact of ESG, macro forces and marketing’s role in data governance, cybersecurity and privacy threats and breaches
  • The role of brand and the impact on CX – how to get internal support and budget for long-term brand build vs short-term demand generation
  • Working with sales, partners, advisors when building personal relationships with clients
  • How to manage internal risk appetite to be able to experiment with new ideas
  • How do we measure ROI for retention and up/cross sell of existing customers
  • AI in marketing in BFSI – where’s everyone at?
  • Unlocking trust with the CEO and leadership team

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Jo Reilly Australian Super B2B Marketing Leaders Forum
Jo Reilly
Head of Marketing & Member Growth, AustralianSuper
Sushmita Nair AON B2B Marketing Leaders Forum
Sushmita Nair
Growth Marketing Leader & Chair, ESG Advisory, AON

B2B MARKETING IN MANUFACTURING

Case study: How to drive commercial outcomes in the manufacturing industry – a full-funnel view

  • Sales & Marketing Alignment – How to bring sales on the journey and get them engaged
  • Internal stakeholder management –  storytelling to increase internal engagement
  • Campaign metrics to focus on to get sales onboard (MQLs, SQLs, opportunities, sales and ROI)
  • Top tips to drive prospects down the marketing funnel (awareness > consideration > conversion)
  • Content and thought leadership for awareness purposes
  • Creating the full funnel approach between marketing and communication ie the power of collaboration
  • How to drive commercial growth in a global environment (from global to local ie GLOCAL) – and what key initiatives to implement to support this
  • Account Based marketing in the manufacturing space – how to get your prospects attention
  • The power of personalization
  • Martech tools to support all points above
Eva Ford Murphy ABB B2B Marketing Leaders Forum
Eva Ford-Murphy
Global Head of External Communications, ABB
Sophie Neate ABB B2B Marketing Leaders Forum
Sophie Neate
Global Head of Digital Marketing & Content, ABB

Round-table panel discussion

Panellists will share their main challenges and opportunities as B2B marketers in Manufacturing including:

  • Advancing the marketing department as credible, growth and revenue driver for the business
  • How do you lift your team to be strategic and commercially focused
  • Adapting and leveraging Account Based Marketing (ABM) in the Manufacturing sector
  • CX: who is driving it in manufacturing firms and what does it look like?
  • The role of brand for firms in the manufacturing sector
  • B2B E-Commerce – Moving B2B Business throughout digital channels with B2B e-commerce
  • Supplier marketing – Driving better engagement and fuelling marketing performance with suppliers
  • Sales & marketing alignment with large national and regional sales teams

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

B2B MARKETING IN PROFESSIONAL SERVICES

ICON Benchmark report

Fraser McNaughton Grant Thornton B2B Marketing Leaders Forum
Track moderated by:
Fraser McNaughton, CMO, Grant Thornton & President, ICON

Panel & round-table discussion

Panellists will share their main challenges and opportunities as B2B marketers in professional services including:

  • Building brand and managing transformation, change and growth in professional services
  • The importance of brand and positioning in an undifferentiated industry
  • Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
  • The digitally enabled professional services firm – Driving and building digital capability within your organisation
  • Providing an omni-channel experience in professional services
  • The “sales” and marketing alignment and relationship in professional services
  • Adapting and leveraging Account Based Marketing (ABM) in professional services
  • Advancing the marketing department as credible, growth and revenue driver for the business

This highly interactive session will end with round table discussions diving deeper into these topics with your peers.

Chele Dore Herbert Smith Freehills B2B Marketing Leaders Forum
Chele Dore
Global CMO & Chief Client Officer, Herbert Smith Freehills
Fiona Low Worley B2B Marketing Leaders Forum
Fiona Low
Group Director & VP Global Marketing, Worley
Supported by:

3:00pm

AFTERNOON TEA & NETWORKING BREAK

STRATEGIC ACCOUNT BASED MARKETING

3:30

Aarti Suri Adyen B2B Marketing Leaders Forum

Aarti Suri
Head of Marketing, APAC
Adyen

Cara McLeod Mahlab B2B Marketing Leaders Forum APAC 2024

Cara McLeod
Chief Executive
Mahlab

HIGH-IMPACT ABM: HOW ADYEN’S SALES AND MARKETING TEAMS CAME TOGETHER TO ACCELERATE THE SALES CYCLE

B2B marketing is being reshaped by the current economic climate and the consequent cuts in marketing budgets. Marketers are also having to prepare for the demise of third-party cookies, the growing importance of data privacy regulations, and continued media fragmentation in the Age of AI.

In this complex and complicated environment Account-Based Marketing (ABM) is enjoying a renaissance, becoming a core part of a B2B marketer’s toolkit because of the impact it delivers.

This session will showcase how global financial technology platform Adyen’s sales and marketing teams are leveraging ABM to generate pipeline and accelerate the sales cycle.

In this session, Adyen’s Head of Marketing for APAC Aarti Suri; VP Enterprise Sales, Natalie Clarkin and Mahlab’s Chief Executive, Cara McLeod will share insight into:

  • How marketing and sales can collaborate to develop an ABM campaign
  • How to establish clear roles and responsibilities to deliver an ABM campaign within a cross-functional team
  • How to use ABM to engage target accounts, accelerate the prospect to customer journey and generate new pipeline
  • How to set and measure KPIs

Session sponsored by:

WORLD RECOGNISED CUSTOMER EXPERIENCE

3:55

Luke Clifton Macquarie Technology Group B2B Marketing Leaders- orum

Luke Clifton
Group Executive & Managing Director –  Macquarie Telecom
Macquarie Technology Group

Anthony Emmanouil Macquarie Technology B2B Marketing Leaders Forum

Anthony Emmanouil
Group CMO
Macquarie Technology Group

HOW AN AUSTRALIAN TELCO BECAME RECOGNISED BY A NEW YORK TIMES BESTSTELLING AUTHOR FOR THEIR OUTSTANDING CUSTOMER EXPERIENCE

How do you build such exceptional customer experience it gets recognised by a New York Times-bestselling author specialising in writing books about brands renowned for their stellar service and outstanding growth?

New York Times-bestselling author of books about brands renowned for their stellar service and outstanding growth such as Starbucks, Airbnb and The Ritz Carlton, Joseph A. Michelli was so impressed by Macquarie Telecom’s ability to deliver transformative customer experiences that he felt compelled to add the first Australian company to his list of bestselling books. “Customer Magic – How to reimagine customer experience to transform your business” was released in October last year.

Former CMO and now Macquarie Telecom’s Managing Director & Group Executive Luke Clifton and Macquarie Technology Group’s Group CMO, Anthony Emmanouil will share how the Australian digital infrastructure company Macquarie Technology Group grew from a challenger telecom brand in the 1990s into a dynamic billion-dollar company including Data Centres, Cloud, Government Services and Cyber Security by re-imagining and consistently elevating customer experiences.

During their session, they will share key learnings and provide you with takeaways for those who want to transform customer experience to drive profitable growth in their own business:

  • How Macquarie has crafted a compelling, unique value proposition for creating and sustaining a customer experience culture
  • Their laser focus on servicing medium-to-large businesses
  • How they identify customer pain points and develop solutions and process improvements to remove that pain and fueling world-class customer engagement
  • How their decentralised, separate business units achieve extraordinary customer retention and cross-selling customers across product lines
  • How they set, measure, track and incentivise mission-critical business goals and customer-driven growth

ROUND TABLE DISCUSSIONS & NETWORKING DRINKS

4:20

Round-Tables B2B marketing conference sydney australia 2019

Networking drinks & round table discussions

NEW in 2024 we’ll be ending the day with networking drinks during a round-table, workshop style session for practical, “under the hood” learning and networking with your peers. This is your opportunity to get to know your fellow B2B marketers and discuss challenges, get advice and help your peers.