B2B Marketing Leaders Forum 2024 - Melbourne | B2B Marketing Leaders Forum | 23 October 2024 | Crown Melbourne, 8 Whiteman St, Southbank VIC 3006, Australia

Melbourne's largest B2B marketing conference focused on revenue, growth, brand, leadership and personal career advancement!

Learn how B2B marketing leaders are driving profitable growth, balancing brand and performance investments, lead large complex transformations and teams, retain their seats at the leadership table and much, much, more...

Note, the Melbourne Forum is a one-day only event this year and we hope you can join us as we discuss our roles as business leaders driving profitable growth, the balance between brand and performance and revenue investments, leadership and advice for future aspiring CEOs and how we get more CMO and CCO leaders onto boards, how we maintain a firm seat at the leadership table while ensuring we personally stay relevant as modern marketers…and much, much more!

12 Reasons to Attend - Your ROI!
What You'll Learn:
Leadership
• CMO/CEO/CFO and internal stakeholder alignment
• Advice for future aspiring CEOs and how we get more CMO and CCO leaders onto boards
• How customer centric culture-led organisations make the CMO owner of customer, marketing, sales
• How to nurture a global high-performance environment sustained over long periods of time, managing change, resilience and burn-out
• “The P&L CMO” – Driving business revenue with sustainable profits through P&L ownership
• How do we ensure the CMO function retains a firm seat at the leadership table
• How to be the CEO’s most valuable strategic partner
• Advise for managing friction, “troublemakers”, toxic team cultures and have difficult conversations
• How you build trust and influence globally in large, complex, matrix organisations
• The importance of mentors and coaches

CEO/CFO/CMO Alignment
• Building advocates and the art of internal stakeholder management
• How to establish credibility with the CFO by speaking their language and understanding their priorities
• Agreeing on metrics and reporting that matter to the CFO, CEO and Board
• The role of CMO leadership and marketing as a business leadership function
• The art of budgeting – from allocation to attribution: making transformational marketing investments
• How do you build your “Board, CEO and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time, especially for those constantly asked “to do more with less””
• Best practice for budget negotiations with your CFO
• How to best structure teams around commercial goals – a financial acumen 101 for marketers

B2B Brand Investment and Creativity
• Brand positioning, strategy, and creativity
• The balance between brand and performance and revenue investments (and the budget allocation split) – Is there a magic number for brand investment – allocating at least 51% (or even 30%) of marketing budget to top-of-funnel activities would seem out of scope for most B2B marketers
• Brand is not something other than performance, it’s an additional element to further increase performance metrics like effectiveness and efficiency
• How do you build your “Board, CEO and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time, especially for those constantly asked “to do more with less”” and faced with pressure to reach quarterly pipeline targets
• How great brands are established through culture and why delivering on your brand purpose starts (and ends) with your employees

Enterprise Marketing & C-Suite Engagement
• The art of influencing key customer and prospect decision-makers
• The holy grail for any enterprise marketer is to build strong relationships with key C-Suite execs at high-value accounts.
• Picking an approach that works at a time when the C-Suite are being bombarded with offers from multiple vendors
• Aligning your strategy with your values (and that of your clients!)
• Demonstrating and providing value for the executives outside of product benefits
• Mistakes to avoid when executing C-Suite engagement strategies
• Matching events and activations to prospect maturity – ToFu, MoFu and BoFu
• Memorable moments and eternally grateful attendees – adding jolts to your journey map
• Where does C-Suite engagement intersect with an ABM program?
• Account value? Sales cycle? The metrics that matter for large deals
• Time horizons for delivering meaningful success

The State of Ai Adoption in Marketing
• There are now over 1000 of AI marketing tools and its application to marketing has been discussed intently for the last couple of years.
• But how many of us have adopted other tools apart from ChatGPT?
• How many can confidently say their teams are keeping up with the skills and education needed to embrace AI tools?
• How many of us have an AI technology adoption roadmap in place for their marketing teams?
• How AI tools can help you, as a B2B marketer become more productive, efficient and creative and where B2B marketers are on the adoption curve
• What AI tools and technologies and applications are marketing teams adopting today?
• What does an AI adoption strategy and roadmap look like?
• How are marketing leaders building AI-enabled marketing teams?
• How do you explain to the CEO what impact and implications AI has on marketing
• Guidance and considerations around AI tools and governance, 3rd party liability and the protection of brand integrity
• What are the key technologies best-in-class brands are embedding it to dial up their marketing productivity, creativity, and performance

Abm, Revenue Marketing & Focus on Buying Groups
• From Leads to Buying Groups – By shifting focus from leads to targeting entire accounts and understanding buying committees, how to realign your marketing and sales efforts to capitalize on account-based opportunities
• Buying committee roles, dynamics, and preferences by stages of their decision journey
• The importance of aligning marketing and sales teams to create a unified front, essential for penetrating top-tier accounts
• Are we mistaking correlation for causation when it comes to content consumption, intent data, and buying intent?
• Is lead scoring an art or a science, and how reliable is it in predicting buyer behaviour?
• Do buyers even follow the traditional marketing funnel anymore?
• How do you get the 1-to-1 engagement deeper and wider?
• How do you get better C-level engagement with Enterprise customers?
• Change management in an ABM world

Customer Experience in B2B
• Understand marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results
• The CMO’s role in building CX capability, structure and culture: how to influence departments and generating impact without direct authority
• Customer Centricity – alignment between customer value and commercial outcomes – does your board truly understand the customer connection?
• The role of data and tech to support CX strategies and a 360 degree view of the customer
• A case study in leading B2B CX transformation

Growth, Revenue Marketing & Demand Gen
• How to build a growth function, translating strategy into a growth plan, identifying and capture revenue opportunities by expanding product offerings, building commercial partnerships and stimulate size and share of wallet of existing customers.
• How to create a new strategic business model for developing new growth opportunities and strategies that enable marketers to be the engine room for growth within their business
• How you lead and inspire the entire organisation to a growth mindset culture
• Growth marketers will be discussing their involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star
• Transforming APAC demand generation into a Centre of Excellence (CoE) model for pipeline acceleration and growth
• Awareness and acquisition of new logos, increasing customer engagement and share of wallet from existing customers
• Team structure, KPIs, processes, competencies, segments and channels part of the Asia Pacific Regional Demand Centre (RDC)
• Balance sales’ and the businesses focus on short term (monthly and quarterly) targets with building long term thought-leadership and brand recognition with focus on lifetime customer value
• The importance of total alignment between the demand and renewals teams
• How regional marketers can be empowered to break new ground and spearhead global programs

Strategy & Gtm Leadership
• Marketing as a business leadership function, and how to get there
• Why marketing (wherever it fits in the global structure), is the rightful leader and creator of GTM strategy, and how you and your teams can fulfil that role to deliver sustainable business growth.
• The three critical factors marketers need to earn the role as GTM leader
• Principles of effective GTM planning with constrained teams and budgets
• Frameworks for aligning the business around your GTM plan
• How to deliver to growth targets without increases in budgets and head count
• Long-term actionable strategy vs frenetic cycle of quarterly targets and tactical tasks, – getting you out of the hamster wheel.

Digital
• Learn how to build high performing digital strategy and teams internally, responsible for delivering business results through capability building and growth marketing principles.
• We’ll be discussing the benefits of going from agency model to full inhouse digital team, team structure and roles, the full-funnel digital strategy and roadmap, channel selection and performance.
• During this session we’ll also 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.
• You’ll also learn how to combat digital fatigue and drive scale and accelerate pipeline and revenue by having an always-on digital demand gen engine.

Content Marketing
• Learn how to map content to the end-to-end buyer journey and how to optimise messaging for omnichannel strategy, how to use content to progress conversations during long selling cycles and customer journeys and the best distribution strategies for content amplification.
• We’ll be sharing ABM case studies focused on supporting ABM programs and keeping up with their content demands.
• The importance of storytelling when tapping into unique buyer committee pain points, predictive content marketing analytics for forecasting your B2B content calendar, the methodologies, measurement models and data used to prove the effectiveness of content efforts and how it drives business and revenue
• How to identify an “empty” content niche by analysing existing local content players, and how to own bespoke and industry-respected research reports
• The best distribution strategies for content amplification

Transformation & Change:
• Leading transformation & change programs across global teams – from Melbourne
• How you sustain momentum during long transformation projects and inspire and nurture teams in complex, high-pressure and issues-rich environments
• How do you lead and get buy-in for re-organisations, change and transformations
• How to nurture a global high-performance environment sustained over long periods of time, managing change, resilience and burn-out
• How to get started on a transformation strategy and roadmap
• How to influence people and generate impact without direct authority
• A case study in leading B2B CX transformation

2024 Speakers

MODERATOR:

Rebecca Cohen
Vice President Sales, APAC, Technology Advice

PANEL SPEAKERS:

Alex Lloyd
Head of Marketing, Advanced Navigation

Tash Rahalkar
GM Marketing – Performance and Operations, MYOB

Lexie Walker
Senior Regional Director, Marketing Corporate Solutions AEM

Andrea Roberts
CMO

Nina Mulé
Head of Marketing, ASEA

Nicole Aman
MD, Marketing, Clients, Markets & Growth, PwC

Catriona Walkerden
VP Global Marketing

Josette Addinall
VP Marketing, Global Marketing, Pacific

SPEAKERS:

Rachael Powell
CEO, Magentus

Catriona Walkerden
VP Global Marketing

Joanne Woo
Global VP, Division Head of Marketing & Comms, ABB

Trent Innes
Chief Growth Officer, Siteminder

Craig Lowe
Director, Marketing ANZ, AECOM

Tobias Johnstone
GM, Content and Growth, REA

Michaeli Gotley
Head of Marketing JAPAC, Rubrik

Jared Lock
B2B Marketing Lead, Aussie Broadband

Helen Kerr
Head of Marketing, Institutional and International, ANZ

Ally Burt
Global Head of Customer Experience - Enterprise Skills Transformation, AWS

Santiago Cuba de Reed
Head of Marketing ANZ, SUSE

Mohit Mahtani
Sr Integrated Marketing Manager, APJ Campaigns, Zscaler

David Frangiosa
Head of Marketing APAC, Megaport

Kristy Kelly
Managing Director, B2B Marketing Leaders Forum Asia

Emma Roborgh
Founder & CEO, B2B Marketing Leaders Forum Asia

2024 Partners

DEMAND GEN STRATEGY PARTNER:
• Infuse

DIGITAL EXPERIENCE PARTNER:
• ON24

GIFTING INTELLIGENCE PARTNER:
• Elliephant

VIDEO CREATION PARTNER:
• Seconds

REGISTRATION PARTNER:
• Swoogo