Experimenting with B2B Marketing Strategies and Hypothesising The Future of B2B Marketing Beyond 2022
October 27, 2022
| 12:00pm - 14:35pm AEDT |9:00am - 11:35am SGT
Day Agenda
12:00 pm - 12:05 pm
Webinar Opening Remarks by IQPC Australia
Izaac Chong -
Senior Manager, Digital Content & Marketing,
IQPC Australia
12:05 pm - 12:35 pm
Keynote Presentation: The Science of B2B Marketing
Natalie Truong -
Chief Marketing Officer - Asia, Middle East & Africa (AMEA),
Mercer
12:35 pm - 1:05 pm
The Chemistry of Customer-Centric Marketing – Hypothesising Customer Marketing Trends in 2023
Ljubica Radoicic -
Director APAC, Marketing & Customer Success (CX),
Autodesk
After a difficult two-and-a-half years, marketers have become more agile and more digitally savvy … and so have our customers. These days, customers expect a seamless, user-friendly experience. Thing is: that’s not easy to create. Today’s marketers are faced with crafting and unifying experiences across every touchpoint, focusing heavily on customer data to support campaign planning and decision making. How can they make it all happen without losing their minds?
Join us for this panel discussion, where we will hear from our marketing leaders on:
- The customer marketing strategies they are currently working on
- How they intend to scale their customer marketing strategy
- What the future has in store for customer-centric marketing in 2023
- How to stay ahead of customers through innovation
1:05 pm - 1:35 pm
Mythbusting ABM For Modern Demand Generation Leaders: The Good, The Bad And The Ugly!
Daniel McDermott -
Director Marketing A/NZ,
Mimecast
Nikki Taylor - Marketing Growth Strategy Director, Asia Pacific, India, Middle East, Africa (AMEA), UPS
Izaac Chong - Senior Manager, Digital Content & Marketing, IQPC Australia
B2B buyers are more digitally savvy, empowered and demanding than ever.
Delivering pipeline momentum across both customer and non-customer accounts requires a clear focus on engaging buying groups, responding to digital signals and optimising the path toward a buying decision.
Tune into this session to hear how panelists use demand generation and ABM to attract buyers from new and existing customer accounts through:
- Defining a strategy that aligns with both sales and marketing teams
- Managing the intersection of marketing and sales to optimise pipeline and funnel management
- Creating and executing campaigns that attract and pull in new buying groups and potential leads
- Feeding intent and buying signals of customers to sales teams in real-time
- Understanding how to scale your ABM strategy without (too much) stress
Nikki Taylor
Marketing Growth Strategy Director, Asia Pacific, India, Middle East, Africa (AMEA)UPS
1:35 pm - 2:05 pm
Field Marketing in 2023 – The Optimisation Experiment
Frederic Catherine -
Marketing Director,
Dataiku
Anya Slowenko - ANZ Marketing Strategist, Hootsuite
Izaac Chong - Senior Manager, Digital Content & Marketing, IQPC Australia
Field Marketing in 2023 – The Optimisation Experiment
Field Marketing has changed dramatically over the past three years. Teams have turned to digital settings to build brand awareness, interact with prospects and customers and support lead generation efforts.
But, what does field marketing look like for APAC’s leading B2B field marketers in a hybrid environment — especially one with a strong in-person presence?
In this panel discussion, we sit down with our experts to discuss past field marketing experiments, how they performed and predict what the future of field marketing in 2023 and beyond might look like.
Key Takeaways:
- How to get the right balance of in-person, online and hybrid event marketing mix
- How to increase conversion rates by leveraging engagement and intent data captured from both online and in person events
- Understanding and defining the benefits field marketing will have to your business and leveraging digital and in-person channels to explore new opportunities.
- Experimenting with field marketing – how can we leverage hybrid field marketing strategies that generate and optimise lead potential with customers.
2:05 pm - 2:35 pm
Culture of Change: Breaking The Status Quo
Belinda Pervan -
Vice President, APJ Marketing,
Veamm Software
Tracy Gawthorne - VP/Chief Marketing Officer, Capgemini
Izaac Chong - Senior Manager, Digital Content & Marketing, IQPC Australia
