Agenda
Monday Sep 30
Executive Leadership Exchange Networking Dinner (Invitation Only)
The night before the Summit, we invite you to join the Forrester team and your peers for an intimate networking dinner at the award-winning Peach Blossoms restaurant.
CMOs and senior regional heads of marketing from the world’s leading B2B organizations will gather to network, share their experiences, and discuss the latest dynamics in the market.
Tuesday Oct 1
Welcome & Opening Remarks
Welcome to Forrester B2B Summit APAC 2024. Dane Anderson, SVP, International Research & Product, will set the tone for a day packed with alignment and reinvention to set your organization up to win.
Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Beyond The Breaking Point: It’s Time For A Revenue Transformation
B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer centricity and self-disruption. Customers can no longer be an afterthought to revenue strategy. During this keynote session, you will hear:
- Which go-to-market practices no longer work today
- Why there is a need to focus on customer value before commercial value
- How to transform your mindset, practices, and culture — with results
Speakers:
Daryl Wright, Principal Analyst, Forrester
Guest Keynote: Duncan Egan, Vice President of Marketing, Asia Pacific & Japan, Adobe
Join us for a conversation with Duncan Egan, a customer experience-focused leader who heads Marketing for Adobe’s Digital Experience (DX) Enterprise business in Asia Pacific and Japan.
Speakers:
Duncan Egan, Vice President DX Marketing, APAC & Japan Marketing, Adobe
Dane Anderson, SVP, International Research & Product, Forrester
Marketplace Break & Analyst-Led Roundtables
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key marketing topics. Networking roundtables will feature topics facilitated by Forrester analysts.
Attend one session:
How To Move From MQLs To Buying Groups
Join our B2B Revenue Waterfall expert and your peers to learn more about how other companies are tackling the operational challenges involved in moving from MQLs to buying groups.
Speakers:
Daryl Wright, Principal Analyst, Forrester
Extending Marketing’s Value With Revenue Process Transformation
Dive into the case for revenue process transformation. Learn how marketing leaders use customer value as a metric to extend marketing’s own value to grow relationships with prospects and clients.
Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester
Executive Leadership Exchange Welcome: Senior Leader Networking (Invitation Only)
As B2B Summit APAC 2024 kicks off, we invite you to join the Forrester team and your fellow ELE delegates for a welcome coffee break and networking.
Meet a small and select group of senior marketing leaders to build your network and share best practices.
Cvent: How TD SYNNEX Delivers Innovative Events Powered By Cvent
Explore how TD SYNNEX, a global IT distribution leader, leveraged Cvent’s technology to revamp their marketing strategies for event management. Learn how this digital-first approach resulted in improved attendee engagement, efficient data handling, and stronger ROI tracking. This session offers key insights on utilizing event tech to bolster marketing initiatives, enhance customer experiences, and support sustainable practices, all while delivering measurable results.
Speakers:
Will Kataria, Senior Director & General Manager, Asia Pacific, Cvent
CMOs: Prevent The Collapse Of The B2B Revenue Process
Many marketing leaders struggle to break out of the myopic view of marketing’s contribution to business beyond lead generation. In this session, you’ll learn about:
- The collapse of the B2B revenue process
- The remit of the CMO
- The CMO’s mandate in revenue process transformation
Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester
Networking Lunch & Analyst-Led Roundtables
These roundtables will run 1:15 pm – 1:45 pm. The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key marketing topics. Networking roundtables will feature topics facilitated by Forrester analysts.
Attend one session:
Engage Effectively With The New Generation Of Buyers
Join our keynote speaker and your peers to learn more about the impact of younger buyers on B2B and how other companies are bridging this generational divide.
Speakers:
Amy Hayes, VP, Research Director, Forrester
B2B Measurement Foundations For Revenue Process Transformation
B2B leaders recognize how facilitating value for customers is key to sustained growth, yet many struggle to integrate customer value into performance measurement. Join your peers to discuss the challenges of incorporating customer value into measurement approaches and how they’re successfully using measurement to drive focus on customer outcomes.
Speakers:
Jerry Zhao, Senior Analyst, Forrester
Executive Leadership Exchange Lunch: B2B Buying Signals (Invitation Only)
An intimate breakout room will serve lunch for more networking, followed by a moderated discussion on B2B buying signals and intent data.
Daryl Wright will share the update of Forrester’s B2B Buying Signals Framework and our latest research highlights.
One of your industry peers will share his experience, followed by a roundtable discussion to help you learn the latest on B2B buying signals to apply to your revenue process transformations.
Speakers:
Daryl Wright, Principal Analyst, Forrester
Ogilvy One: Supercharge Global Growth: Website Optimization as a Game-Changer for Revenue and Transformation
– Uncover how a laser-focused website optimization strategy can unlock massive revenue gains and elevate your business in the fiercely competitive global arena.
– Learn how optimization boosts organic traffic, deepens user engagement, and amplifies brand credibility.
– Dive into the winning tactics and cutting-edge technologies that powered TUV SUD’s journey to global digital transformation success.
Speakers:
Faizah Zainodin, Head of Website Operations, Global Marketing, TUV SUD
Krishna Kumar, Senior Director, MarTech Experience, Ogilvy One
Program Of The Year Awards
Our Program Of The Year (POY) Awards recognize exceptional achievements in B2B marketing based on implementing best practices and delivering execution excellence to improve functional performance.
Congratulations to Autodesk and Red Hat!
Speakers:
Todd Bates, Head of Enterprise Marketing, APAC, Red Hat
Ljubica Radoicic, Director, Marketing & Customer Success APAC, Autodesk
Daryl Wright, Principal Analyst, Forrester
A New Generation Of Buyers Will Force B2B Reinvention
B2B buying has reached an inflection point – younger generations have eclipsed older generations, creating a distinct set of challenges. B2B companies must reinvent themselves to navigate this evolving buyer and invest in insights to understand how the generational divide influences B2B purchases. In this keynote, attendees will learn:
- Key trends, data, and insights about today’s buyers
- Opportunities to align across the growth engine
- Implications for buyer-facing technology
Speakers:
Amy Hayes, VP, Research Director, Forrester
Marketplace Break & Analyst-Led Roundtables: Advancing Women’s Leadership
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key marketing topics. Networking roundtables will feature topics facilitated by Forrester analysts.
Advancing Women’s Leadership: Driving Change And Breaking Barriers
Join us for an engaging roundtable session that aims to accelerate progress in promoting women’s leadership. Explore crucial actions required to foster change and advancement in the workplace by overcoming the obstacles hindering women’s professional growth.
Speakers:
Dr. Laura Bonamici, SVP & Head of Global Marketing, Fujitsu
Alisha Coates, VP, Principal Consultant, Forrester
Maximize Content’s Value In Your APAC Growth Marketing Strategy
Content marketing has often been a key lever to drive awareness, growth, and leads. However, are we truly maximizing its value in the context of APAC audiences and marketing objectives toward growth? In this session, we will cover the do’s and don’ts of driving your content strategy, the challenges and perceptions of driving customer trust with content in APAC, and best practice examples from your peers in the region.
Speakers:
Sruti Pegatraju, Sr Consultant, Asia Pacific, Forrester
Executive Leadership Exchange Coffee Break: Discussion With POY Award Winners (Invitation Only)
Forrester’s Program Of The Year Awards recognize exceptional achievements in B2B marketing based on implementing best practices and delivering execution excellence to improve functional performance.
Join us for a Q&A with this year’s APAC award winners to learn the secrets to their success.
Dismantle Silos And Accelerate Revenue Transformation With RevOps
The growing trend of developing revenue operations (RevOps) capabilities across B2B industries aims to transform revenue process and unlock growth potential. APAC B2B leaders on this journey face unique challenges when building their operational capabilities and are in the early stages of their progression. In this session, you will:
- Gain insights into the current state of RevOps setups and capabilities in APAC B2B organizations
- Understand the challenges and growing pains along with best practices
- Learn strategies and recommendations to develop RevOps capabilities, accelerate transformation, and boost growth
Speakers:
Jerry Zhao, Senior Analyst, Forrester
Return On Integration Honors
Our Return On Integration (ROI) Award showcases an organization that has achieved strong marketing alignment with other internal functions (e.g., sales, product, etc.) and as a result has improved the organization’s performance.
Congratulations to Fujitsu Asia Pacific!
Speakers:
Jezmynn Koh, Vice President, Marketing & Communications, APAC, Fujitsu Asia Pacific
Mavis Liew, Executive Partner and Principal Analyst, Forrester
Optimizing Marketing With Generative AI: Early Cases And Proof Of ROI
Staying ahead of the curve requires constant innovation, and generative AI (genAI) is quickly becoming a strategic differentiator. While genAI adoption is picking up, many B2B CMOs are finding themselves in a difficult spot to identify and prioritize the right genAI use cases for adoption and quantifying ROI. In this session, you will:
- Understand the state of genAI adoption globally, along with the top challenges faced by CMOs
- Gain valuable insights from successful genAI implementations across industries, highlighting the use cases and measurable benefits
- Learn how to prioritize high-impact genAI use cases and scale up adoption within your enterprise as part of your long-term genAI strategy
Speakers:
Subhendu Pattnaik, Principal Analyst, Forrester
Closing Remarks
Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Cocktail Reception
Close out a day of alignment and reinvention with a networking cocktail reception.