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.

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.

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

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:

• 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

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).

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:

• The right technology foundation required for B2B marketing attribution
• ROI and reporting frameworks to communicate value back to the business
• The importance of aligning metrics to business financials
• How to make a business case for advanced attribution in your organisation

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.