CONFERENCE DAY two | Wednesday, 17 May 2017
09:00 Welcome and opening remarks from the MC
11:45 Account-Based Marketing Strategy - How to secure your status as a revenue generator with ABM
Todd Wheatland, Global Head of Strategy, Isentia (King Content)
(ex. Global CMO and VP Marketing EMEA, Kelly Services)
DIGITAL AND BRAND TRANSFORMATION IN B2B MARKETING
09:15
Keynote presentation: MYOB’s brand transformation – from household desktop software brand to
online tech company
The re-education of the market of the transformation to a fast moving innovative tech and cloud-based
company
Using video as part of the brand refresh - MTV personality Kate Peck and the fourth edition of the
‘Future of Business Report
The importance of brand and cultural alignment
Natalie Feehan, Executive General Manager - Group Marketing, MYOB
09:45 Keynote: Application of behavioural economic principles to data-driven communications activities
MARTECH, MARKETING AUTOMATION AND ABM
The establishment of a team of data scientists to implement agile multi-variant testing of
communications through data and insights
How to affect behavioural change in customers’ decision-making process
Unpacking behaviour opportunities and blockages and apply behavioural economic principles to data-
driven communications activities
The ‘interception model’, where all touchpoints are aligned and taking an agile test and learn approach
Getting internal staff on board the change journey, adjusting their focus and working together
Georgina Williams, Group Executive Marketing and Corporate Affairs, AustralianSuper
10:15
International Keynote: The rise of the new marketing organization - Bottom-line; your target
audience will review your digital footprint before considering any offerings
10:45
MORNING TEA AND NETWORKING BREAK
Driving high growth entrepreneurial businesses from early growth phase to maturity
Building customer first cultures across departments
Data-driven decision making – the importance of metrics and processes for driving growth
Enabling technologies - navigating the amazing and terrifying MarTech landscape
Building world-class sales and channel-integrated marketing organisations for driving growth
“92 percent of B2B marketers recognize the value of ABM and see it as a “must have” business strategy” -
SiriusDecisions (U.S.)
Learn how you can collaborate with your sales team to generate more revenue from the right people
Engaging target accounts across multiple channels in a personal, relevant way
How to evolve content marketing strategy for an ABM world
The people, resources and technology that you need to consider to succeed
Understanding what and when to measure so you can optimise programs
Bill Binch, Managing Director APAC, Marketo
12:15
Case Study: Managing MarTech - Integrating front end sales and marketing with back end solutions
for a friction free customer journey
Integrating the CMS, Marketing Automation, and CRM with the back-end ERP for customer experience
as the primary driver of competitive advantage
Five years of Account Based Marketing (ABM) to tackle strategic customer engagement
Ho