B2B Summit
APAC

When seeking to create an engaging buyer experience, marketers must sharpen their insights about buyers and customers. Join this session for a sample of Forrester’s new Mastering Portfolio Marketing certification course, introducing key frameworks portfolio marketers can use to create actionable personas and buyer journeys based on buyer insights.

Brands should act and heed the call of values-based consumers by embracing ethical marketing practices. Done right, it can enhance customer trust and loyalty and bring long-term value to brands — but the factors of success are complex. Join the session to learn about ethical marketing key success factors, best practices, and pitfalls.

The impact of unjust police brutality and the pandemic was a breaking point in 2020 for Humana and the Digital Health & Analytics (DH&A) Organization. With disproportionate health disparities and blatant injustices towards Black Americans, DH&A responded by partnering with Forrester Research to launch an enterprise investigation around systems and practices relative to Black/African American associate and member experience disparities. A conceptual framework was developed to address systemic disparities, new sources of value from an EDI lens, and ongoing training and execution of key practices for EDI to reach full integration into our business norms.

In this session, you’ll learn:

• Setting up and finding our “why.”
• The three-phased project and key elements of real EDI strategy.
• 2021 results and our path forward.

Using B2B customer data platforms (CDPs) as a packaged application approach to address data quality and insights challenges has been a boon for organizations unable to maintain a custom solution. B2B marketers are using CDPs to integrate data silos, improve data quality, connect and analyze user behavior, and provide a more comprehensive view of buyer journeys.

This session will provide the following benefits:
• Learn about the capabilities this fast-growing technology can provide and how it fits into your infrastructure.
• Gain an understanding of the evolving CDP market and what type of CDP is right for each organization.

Sustainability will rapidly become a top priority for all successful business leaders. But firms are struggling to understand what practices to implement and how aggressively to implement them. Join this session to understand how to leverage sustainability initiatives to build trust and gain a new competitive advantage.

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Growth marketing has attracted attention and is now one of the most trusted ways of marketing. Through constant experimentation and testing, it produces sustainable and replicable marketing activities. The session will provide a practical overview of creating and executing a strategic experimentation system for breakthrough ideas that drive growth. Attendees will learn how to identify strategic opportunities, generate targeted ideas, design a test, analyse the outcome, and build a plan to iterate on wins and losses.

This session will have limited capacity and is first come, first served. Lunch will be provided.

The B2B Summit Programmes of the Year (POY) awards recognise outstanding achievements in a particular area in sales, marketing and product functions based on the successful implementation of Forrester’s research, frameworks and best practices to improve functional performance.

This year’s winners are Cisco Systems (USA) Pte. Ltd. and Tata Communications Ltd.

Spend some time in these small, interactive group roundtable discussions aligned to each Track.  Forrester analysts will kick-off the discussion, but bring your topic or question to the meetup and help spark the conversation. First-come, first-served.

Meetup: Demand & ABM Daryl Wright & John Arnold​

Let’s Discuss – Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

Topics:

• Beyond acquisition. How opportunity types inform revenue modeling, optimal path and tactic mix planning.
  Beyond leads. How buying groups change everything in B2B marketing.
  Beyond technology. How to recognize and act on all audience signals to enable real-time audience engagement.

Meetup: Marketing Operations​​​ Brett Kahnke

During this session, you will learn from your peers how they are approaching key marketing operations challenges. Below are the topics we’ll explore during our conversation:

Topics:

• Marketing Technology – Who “owns” martech / Aligning technology across the revenue engine / Martech trends.
• Data – The forces driving data deprecation / Implementing a successful first part data strategy / What’s next for data management
• Measurement – Demonstrating marketing’s value beyond sourced pipline and revenue / Driving more efficient use of marketing spend.

Meetup: Portfolio Marketing Barry Vasudevan

Driving business impact in an increasingly complex and fast-paced environment

Topics:

• How Portfolio Marketing creates strategic impact
• Managing complex portfolios
• Planning “launches” in the modern environment

Meetup: Marketing Executive David Parry

Content and networking designed to help women B2B marketing, sales and product professionals advance in their careers and unpack the issues most important to them.

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

What does the future of content look like, and what can B2B organisations do to travel to that future? Travel with us there and back to learn how your organisation can transform its content engine and optimise customer experience. We’ll discuss how emerging content realities like content engineering, AI-driven content, automation, and more will disrupt and fundamentally change the way we work.

This session will provide the following benefits:

• Find out why organisations must align and elevate the role of content for all revenue engine functions.

• Learn how to deliver intelligent, hyperpersonalised content experiences across the entire customer lifecycle.

Join Foo Siew Ting, CMO Greater Asia, HP Inc. and Mavis Liew, Principal Analyst, Forrester for an engaging conversation spanning leadership, the future of business, and how B2B marketing and sales leaders can drive growth and innovation in the years ahead.

Join us in the Marketplace for an opening night reception full of networking, fun, food and refreshments.

Exclusive ELE Programme Reception

The Executive Leadership Exchange (ELE) is an invitation-only program for up to 35 qualified marketing executives. This program is offered by invitation only. Invitations will be extended closer to the event date.

The program will expand on the Forrester thought leadership presented at the conference and create a private senior executive network supporting leaders’ priorities. Facilitated networking sessions will be offered that target best practices aligned to executive priorities. The Executive Leadership Exchange is a one day program held in-person.

Click here to see the detailed agenda.

The Return on Integration Honours showcase organisations that have achieved strong sales, marketing and/or product alignment, and as a result have improved company performance. Attend this session to hear how they did it.

This year’s honour is awarded to Grant Thornton Australia.

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Spend some time in these small, interactive group roundtable discussions aligned to each Track.  Forrester analysts will kick-off the discussion, but bring your topic or question to the meetup and help spark the conversation. First-come, first-served.

Meetup: Demand & ABM Daryl Wright & John Arnold​

Let’s Discuss – Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

Topics:

• Beyond acquisition. How opportunity types inform revenue modeling, optimal path and tactic mix planning.
  Beyond leads. How buying groups change everything in B2B marketing.
  Beyond technology. How to recognize and act on all audience signals to enable real-time audience engagement.

Meetup: Marketing Operations​​​ Brett Kahnke

During this session, you will learn from your peers how they are approaching key marketing operations challenges. Below are the topics we’ll explore during our conversation:

Topics:

• Marketing Technology – Who “owns” martech / Aligning technology across the revenue engine / Martech trends.
• Data – The forces driving data deprecation / Implementing a successful first part data strategy / What’s next for data management
• Measurement – Demonstrating marketing’s value beyond sourced pipline and revenue / Driving more efficient use of marketing spend.

Meetup: Portfolio Marketing Barry Vasudevan

Driving business impact in an increasingly complex and fast-paced environment

Topics:

• How Portfolio Marketing creates strategic impact
• Managing complex portfolios
• Planning “launches” in the modern environment

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Terms like extended reality and mixed reality may seem like just the latest buzzwords in tech marketing, but stimulated experiences enabled by XR are increasingly important for organizations looking to modernize their operations so they can overcome current challenges and prepare for those to come in the future.

In this interactive lunch and learn session, we will take a look at how assisted, augmented, mixed, and virtual reality solutions serve industries to help you decide which technology can make the most impact on your organization.

This session will have limited capacity and is first come, first served. Lunch will be provided.

The distance between demand and account-based marketing (ABM) has narrowed significantly due to the disruptive impact of the pandemic and the need to connect more buyers in more accounts across multiple touchpoints. This intersection is intensifying as companies seek to rationalise demand and ABM strategies to improve efficiencies and achieve scale. Convergence will lead marketing organisations to reconsider the need for distinct functional teams and move to a consolidated organisational concept focused on opportunity marketing.

This session will provide the following benefits:

• Learn how resources, planning, and capabilities must be positioned to embrace this unified future of demand and ABM marketing

• Gain an understanding of how this converged organisational concept will support future growth