Agenda

Monday

Aug 31
  • 12:00 pm – 5:00 pm SGTSuper Monday

Tuesday

Sep 1
  • 10:25 am – 10:45 am SGTOpening Remarks & Welcome Address
  • 10:50 am – 11:55 am SGTKeynotes
  • 11:55 am – 12:15 pm SGTMarketplace Energizer
  • 12:15 pm – 1:25 pm SGTBreakout Sessions and Sponsor Case Studies
  • 1:25 pm – 1:45 pm SGTMarketplace Energizer
  • 1:45 pm – 2:15 pm SGTBreakout Sessions
  • 2:20 pm – 2:50 pm SGTKeynote Panel
  • 2:50 pm – 3:00 pm SGTDay One Close

Wednesday

Sep 2
  • 10:30 am – 11:35 am SGTKeynotes
  • 11:35 am – 11:55 am SGTMarketplace Energizer
  • 11:55 am – 1:15 pm SGTBreakout Sessions and Sponsor Case Studies
  • 1:15 pm – 1:35 pm SGTMarketplace Energizer
  • 1:35 pm – 2:05 pm SGTKeynotes
  • 2:10 pm – 2:45 pm SGTGuest Appearance
  • 2:45 pm – 2:55 pm SGTClosing Remarks

Monday Aug 31

12:00 pm – 5:00 pm SGT

Super Monday

The Summit Asia Pacific virtual experience will open on Monday, 31 August at 12:00 – 5:00 p.m. SGT to login, update your profile,  build your agenda, watch pre-event content and demos, and more.

Foundations: Demand and Account-Based Marketing

Are you a new SiriusDecisions client or are you a tenured client well versed in SiriusDecisions concepts and methodologies? SiriusFoundations sessions will help new and experienced Summit delegates alike by presenting a fresh take on established SiriusDecisions concepts, frameworks and terminology. SiriusFoundations present the cornerstones of our research, proven to help B2B organizations achieve high performance and intelligent growth.

– Understand how brand performance is connected to demand performance
– Review an approach for diagnosing demand issues that have a potential brand root-cause
– Describe an approach for breaking down the silos between brand and demand teams to drive improved revenue performance

Speakers:
John Arnold, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester Research

Foundations: The New Campaign Framework

Companies seeking to orchestrate the planning and implementation of integrated go-to-market initiatives have found the SiriusDecisions Campaign Framework to be a lifesaver. Since its introduction, hundreds of companies have used it to achieve a state of campaign bliss. Yet campaign implementation is a journey with many aspects to consider. In this track, we share the foundations of the campaign framework and show how portfolio, campaign and execution teams align their efforts; make key deployment decisions that lead to execution; plan content across the campaign lifecycle; ensure strategic and tactical messaging consistency; and guide corporate, regional and country-level interlock.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester Research

Foundations: Sales Executive

Are you a new SiriusDecisions client or are you a tenured client well versed in SiriusDecisions concepts and methodologies? SiriusFoundations sessions will help new and experienced Summit delegates alike by presenting a fresh take on established SiriusDecisions concepts, frameworks and terminology. SiriusFoundations present the cornerstones of our research, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Mike Pregler, VP, Research Director, Forrester

Tuesday Sep 1

9:00 am – 10:30 am SGT

Executive Leadership Exchange

The Executive Leadership Exchange is an invitation-only program. Click here to learn more.

10:25 am – 10:30 am SGT

Opening Remarks

Speakers:
George Colony, CEO, Forrester

10:30 am – 10:45 am SGT

Welcome Address

Speakers:
Frederic Giron, VP, Research Director, Forrester
Meta Karagianni, VP, Research Director, Forrester

10:45 am – 10:50 am SGT

Session Change

10:50 am – 11:20 am SGT

Lessons From A Crisis: The Future Of Brand, Employee And Customer Engagement

The current crisis is unprecedented. However, the ideas and priorities that organizations need to apply at this moment are not. There are clear concepts, strategies and tools that companies urgently need to develop that will help them not only survive the effects of the pandemic but also thrive in the future. In this session, we will provide insight and practical guidance about the foundational elements of employee experience, customer engagement, and brand engagement to prioritize in order to thrive today and be best prepared for the future – no matter what that may look like.

Speakers:
James McQuivey, VP, Principal Analyst, Forrester
Lisa Nakano, Service Director, Customer Engagement Strategies, Forrester

11:20 am – 11:25 am SGT

Session Change

11:25 am – 11:55 am SGT

Mainstage

B2B Keynote
Building Resilient Plans Across The Revenue Engine

The increasing pace of change with markets, buyers and technology puts pressure on B2B organisations to become more agile and dynamic in the way they plan and execute their go-to-market efforts. In addition, macro-economic events such as the current pandemic and associated economic uncertainty mean the plans of many organisations can quickly become obsolete. However, the functions that comprise the Revenue Engine (Sales, Product and Marketing) often treat annual planning as a once-a-year exercise that results in a static plan. Only 14% of organisations report they have an aligned planning process that includes sales, product and marketing, and according to SiriusDecisions annual CMO study, APAC CMOs indicate that the annual planning process is their number one priority for improvement. Revenue leaders must develop annual plans that are resilient, drive focus, and enable agility within their organisations to rapidly adapt to changing market conditions. This presentation will provide the following benefits:

  • Gain a clear understanding of the characteristics of resilient revenue plans
  • Learn how building resilient plans can drive alignment and interlock across the revenue engine
  • Understand how to maintain interlock and alignment across sales, product and marketing as you move from planning to execution

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Steve Silver, VP, Research Director, Forrester

READ MORE +READ LESS -
CX Keynote
Maximize Brand Value At The Intersection Of Brand And CX

The convergence between brand and customer experience is about ensuring harmony between promises made and experiences delivered: A poor promise will starve a great experience, a poor experience will break a great promise. This session will lay the groundwork for why ensuring tight alignment between brand and CX is crucial for creating brand value.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

READ MORE +READ LESS -
11:55 am – 12:15 pm SGT

Marketplace Energizer

12:15 pm – 12:35 pm SGT

Breakout Sessions

B2B: Reignite Growth
Rethinking The Demand Marketing Tactic Mix

Changes in buyer behaviour and expectations, along with new technologies and touchpoints, are forcing B2B marketers to continuously rethink their approaches to programmes, tactics, design, and delivery as additional buyer insights are revealed with each interaction. The modern demand tactic mix should be designed and adapted to attract, engage, and qualify target buyers; optimise for conversion; and provide a unified experience across devices and channels for any path the buyer might take on their journey. This presentation will provide the following benefits:

Speakers:
Jessie Johnson, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B: Adapt To Win
Go-to-Market Transformation: From On-Premises to Software-as-a-Service

The transition from an on-premise to a software-as-a-service (SaaS) delivery model has broad implications across B2B organisations. While much attention is given to product management and engineering, many businesses underestimate the impact that a pivot to SaaS offerings will have on the marketing function. Successful companies that add SaaS offerings to their portfolio understand the shift in mindset, skills, and budgets required for the marketing organisation. This presentation will provide the following benefits:

Speakers:
Mavis Liew, Principal Analyst, Forrester
Amy Hayes, VP, Research Director, Forrester

READ MORE +READ LESS -
B2B: Transform Sales Execution
Sales Methodologies: What to Consider Before Making a Change

Defining a formal sales methodology helps the sales organization realize repeatable and scalable results by replicating the behaviors and activities of high performers. However, companies often adopt a new sales methodology with little understanding of what they are getting and what it will take to ensure a successful implementation and ongoing engagement. This session will explore the various types of sales methodologies, the business needs that a methodology addresses, and a process for internal discovery, methodology definition and alignment to sales outcomes.

Speakers:
Eric Zines, Principal Analyst, Forrester

READ MORE +READ LESS -
CX: Human Values
Empathy In The Machine: Emotions In A Digital World

It used to be that you could deploy your most empathetic staff on the frontline, and rest assured they would treat your customers right. A polite smile, a pleasing personality, a humble disposition – and lo and behold – you could win the toughest customers over, and have them coming back for more. Fast-forward to 2020, thanks to the pandemic we’re suddenly staring at the prospect of reduced face-to-face interactions. Good-bye human touch. Hello screens. Not an exciting prospect for brands, right? After all, you can’t really be polite through an app. And you can’t really build trust through a webpage. Or can you? Welcome to this session on emotions in a digital world. Learn how the best brands are re-creating the human touch, online (while literally avoiding it altogether).

Speakers:
Amit Bhatia, Senior Analyst, Forrester

READ MORE +READ LESS -
CX: Reimagining The Experience
Three Legs Of Stable CX: Lessons In Cohesive Technology Leadership For The CMO, CCO and CIO

Strained relationships between leaders in Marketing, Customer Experience and Technology isn’t just bad for moral – it has a material impact on CX. Indeed, CMOs, CCOs and CIOs in top CX firms across APAC don’t succeed by accident, they score well because they embrace a common set of characteristics. Join Sam Higgins as he explores how these leaders must get together to create great CX and the implications for the customer obsessed professionals across the region regardless of who they report to.

Speakers:
Sam Higgins, Principal Analyst, Forrester

READ MORE +READ LESS -
12:35 pm – 12:40 pm SGT

Session Change

12:40 pm – 1:00 pm SGT

Sponsor Case Studies

Hear from industry peers on their experiences working with providers on their services and solutions.

Featuring presentations from: HCL, ServiceNow, Quadient, Appian, and Zendesk

7-Eleven: Digital-Enabled to Meet the Customers' Intent

7-Eleven selected Customer Service Management for customer service/voice of the customer workflow processes. Prior to implementation, all customer service cases and experience survey feedback were funneling through one intake method with no distinguishable flag separating the two. This resulted in delayed customer outreach & resolution, low servicing satisfaction, and high cost of servicing. Post-implementation, quality of service has improved, root causes are identifiable, and continuous improvement has occurred, resulting in case volume decreased by 93% (actionable case identified) and a 205% increase in case resolution rate. Attend this session to learn how this was possible.

Speakers:
Jerry Campbell, Head of Customer Experience and Social Engagement, 7-Eleven

A Future-Proof Approach To CX In The Modern World

For many organisations, meeting customer expectations at scale is complicated, and doing so today looks entirely different than it did just a year ago. As industries evolve, advancements in technology also bring changes in consumer behaviour. In this highly dynamic environment, delivering an excellent customer experience alone is not enough – businesses have to show empathy and agility to embrace the challenges, and build positive, long-term relationships with their customers in the modern world.

Speakers:
Malcolm Koh, Customer Experience Strategist, Zendesk
Kelvin Lam, Regional General Manager, YouTrip

Now, Next and Beyond Customer Experience Future-Proofing

The first half of 2020 has exposed the gaps in the customer journeys which were designed without a pandemic in mind. Customer interactions have been stress-tested to the max and companies are now wondering whether this new paradigm for customer engagement is permanent or just a temporary digital customer who has a different ‘new normal’ expectation in mind. Join Quadient to understand how you can prepare for Now, Next and Beyond future-proofing Customer Experience.

Speakers:
Jo Tyrer, VP Sales & Operations, APAC, Quadient

HCL Customer Experience: “Own the journey”

Companies are looking to better optimize customer experience to help navigate the new normal. Powerful and memorable customer journeys shape their perceptions about your brand at every touch point. Digital marketers are at the forefront of this transformation and faced with juggling activities, deadlines, and budgets to achieve strategic goals against constantly changing constraints. This session will introduce HCL Software’s Customer Experience portfolio, which is designed for today’s digital marketing mindset.

Speakers:
Raj Iyer, VP of Product Management and GM for CX BU, HCL Software

Empowering The Filipinos Digitally In Time Of Covid

Overview of Philippines during COVID and why they needed to empower their citizens digitally in specific areas as the country is primarily a cash based society even to this day. Hear about UnionBank’s culture and the foundations they had in place to enable them to build digital innovations for the Filipinos citizens, reviewing digital transformation which included working with various partners in over 12,000 touch points across the Philippines.

Speakers:
Ronaldo Jose M. Puno, Senior Vice President, Head of Solutions Delivery, UnionBank

1:00 pm – 1:05 pm SGT

Session Change

1:05 pm – 1:25 pm SGT

Breakout Sessions

B2B: Reignite Growth
Aligning Your Account-Based Marketing Approach With Your Broader Demand Strategy

The technologies and approaches used in account-based marketing (ABM) and broad-based marketing are beginning to converge and become the foundation for all demand activities. This doesn’t mean that all accounts should be treated the same way. Rather than reducing the number of segments, practitioners are using a more granular approach to segmentation. The question is, how can sales and marketing work together to identify the type and level of buyer engagement needed to support each segment? We will share an updated view of the Demand Spectrum and demonstrate how it can be used to align sales and marketing on choosing the right type of engagement, as well as people, process, and system requirements. This presentation will provide the following benefits:

  • Understand how different marketing approaches align to known sales needs
  • Discover how insight availability, sales and marketing collaboration, and the ability to customize deliverables inform the selection of marketing approaches
  • Get insights on the state of ABM adoption in APAC

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B: Adapt To Win
Global Campaigns, Local Relevance: Bridging the Campaign Content Strategy Divide

In many B2B marketing organisations, content planning, translation, and localisation are run from a centralised corporate function. This centralisation has created pervasive challenges in regional and local content relevance, resulting in content waste and diluted global and regional campaign performance. During this session, we will share industry best practices for integrating regional and local input into centralised content planning processes, improving global content quality and relevance for regional and local use, and optimising the value and impact of campaign content investments.

This session will cover the following topics for marketing audiences:

  • An introduction to the SiriusDecisions Campaign Content Strategy Process model
  • Best practices for global and regional teams to operationalise the campaign content strategy process
  • Tips for driving better campaign alignment between global and local teams

Speakers:
Lisa Gately, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B: Transform Sales Execution
Blueprint for Success: Standing Up a Business Development Function

Would you like to enable your sales reps to devote more time to live sales pursuits? What if you could recoup selling hours by delivering a consistent flow of opportunities to sellers? You can. Stand up a business development team. This low-cost, non-quota-carrying resource filters lead sources, engages prospects and nurtures qualified accounts. Business development hands off the opportunity to sales reps when customer behavior indicates a readiness to buy.

This session will provide the following benefits:

  • Understand the components of a best-in-class business development function
  • Learn how to structure a business development function
  • Learn how to run a best-in-class business development function — including outbound prospecting tactics, inbound lead follow-up, coaching and mentoring

Speakers:
Kevin Avery, Principal Analyst, Forrester

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CX: Human Values
Differentiate Your Brand With Ethical Marketing

Driven by their short-term KPIs, marketers are over-obsessed with performance-based marketing and sometimes adopt tactics like dark patterns. But consumers today will demand much more than efficient and reliable products, and will increasingly care more about values like respecting consumer data privacy and environmental protections. Before and amid COVID-19, we see consumers in APAC initiated backlash on cultural insensitive ads and supported cause marketing. This session will share best practices that leading brands differentiate with ethical marketing to build long-term value, and pitfalls to avoid.

Speakers:
Xiaofeng Wang, Senior Analyst, Forrester

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CX: Reimagining The Experience
Focus On CX In The Post Covid-19 Era To Build Loyalty

Customer expectations have changed in this new normal. How brands respond right now will strongly influence customer loyalty in the future. Brands that ignore the customer experience in these uncertain times will struggle to re-establish trust. Learn what Forrester’s Customer Experience Index tells us about interactions with the right emotions and its impact on reducing customer churn and increasing share of wallet.

Speakers:
Vikram Sehgal, VP, Research Director, Forrester

READ MORE +READ LESS -
Additional Session
Establishing A Group-Wide Customer Centric Culture

FWD is on a mission to change the way people feel about Insurance by putting customers first.  Join this session to understand how FWD partnered with Forrester to understand and track how the needle of CX performance has moved in each country, and to derive relevant and practical insights to build on improvement initiatives. As a customer-led company, they rolled out a CX company-wide training program that not only provides professional development opportunities, but also offers a way for employees to contribute to the development of a Group-wide Customer-Experience Culture.

Speakers:
Emma Hapgood, VP, Group CX and Fulfillment, FWD Group

READ MORE +READ LESS -
1:25 pm – 1:45 pm SGT

Marketplace Energizer

1:45 pm – 2:15 pm SGT

Return on Integration Honours: UiPath

Building a Rocketship In-Flight

This is the story of creating a demand ( …and a brand) engine for UiPath in India & South Asia region. Robotic process Automation is new to market category, which is the new wave of technology likely to be as momentous as ERP or Cloud services in next few years. UiPath came into business towards end of 2016 and has been growing triple digit across all continents since then, to achieve current position at $7Bn valuation and >7500 enterprise customers worldwide.

India was the first market to be started in Asia Pacific due to presence of global capability centres of Forbes 2000 corporations here and a large business process Outsourcing industry. The Business ask was to create UiPath presence in this market and deliver a qualified pipe of opportunities, that the sales team could convert to revenue.

This meant building an agile, capable, and sustainable marketing machine to establish category leadership and monetise the opportunity. 8 months later, we have quadrupled our business with undisputed leadership status and >450 customers across all major industries. Marketing is a trusted partner with business, essential to strategy & its realization the market. Current crisis both tested and  brought to fore the gains of this approach – helping us manage thru this period with empathy & resilience . It’s our journey of doing so that we’ll share in this session.

Speakers:
Mavis Liew, Principal Analyst, Forrester
Rajesh Kumar, VP Marketing , India & South Asia , UiPath
Udit Agarwal, Director Partner Marketing, UiPath

Breakout Sessions

CX: Human Values
Drive CX With Ethical Algorithms And Trust

The adoption of artificial intelligence represents a significant business opportunity, but it is also fraught with certain risks. Unlike other technologies, AI has the ability to learn biases inherent in data and perpetuate those biases at scale with a veneer of objectivity. Now more than ever, companies need clearly articulated corporate values and a means of enforcing them. Those that aren’t careful risk running afoul of regulations, making poor business decisions, and alienating values-driven consumers. This session will focus on how to ensure the AI systems you’re deploying align with your corporate values and best practices for ethical AI adoption.

Speakers:
Achim Granzen, Principal Analyst, Forrester

READ MORE +READ LESS -
CX: Reimagining The Experience
Win At CX In The Age Of Automation

The pandemic has put into stark focus the importance of business and process automation, as a means to reduce costs, or to manage business risk. But how can a modern business effectively automate the critical customer-facing processes that affect each stage of the customer life cycle? Join Principal Analyst Leslie Joseph as he describes how you could automate pragmatically while preserving customer experience and extending your digital transformation investments.

Speakers:
Leslie Joseph, Principal Analyst, Forrester

READ MORE +READ LESS -

B2B Marketing and CX Certification

For more information please click here.

CX Certification Live! is available in Chinese. For more information on other translated/sub-titled sessions, click here

2:15 pm – 2:20 pm SGT

Session Change

2:20 pm – 2:50 pm SGT

Silver Linings Playbook: Unexpected Innovations That Will Outlive COVID-19

In the early days of COVID-19 marketers, sellers and CX leaders scrambled to keep the most fundamental parts of their operations running. As they overcame this initial risk and crisis mitigation stage, they moved into a new world that exposed silver linings and innovations that were hidden or just not feasible in the business-as-usual world they knew. This panel with Forrester and SiriusDecisions thought leaders will explore the most important new lessons marketers, sellers and CX leaders have learned and how to apply them.

Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Mavis Liew, Principal Analyst, Forrester
Tom Mouhsian, Principal Analyst, Forrester
Xiaofeng Wang, Senior Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

2:50 pm – 3:00 pm SGT

Day One Close

Wednesday Sep 2

10:30 am – 11:00 am SGT

Mainstage

B2B Keynote
The Future of Buying: How to Anticipate and Plan for Your Buyers’ Evolving Expectations

The history of business is littered with successful organisations that ultimately failed because they could not or would not adapt to meet the changing needs of their buyers. Organisations that will navigate today’s changing B2B buying behaviours successfully will adapt on the basis of a strategic understanding of the evolving relationship between their specific offerings and buyer motions. This presentation will provide the following benefits:

Speakers:
Amy Hayes, VP, Research Director, Forrester
Steve Casey, Principal Analyst, Forrester

READ MORE +READ LESS -
CX Keynote
What Comes After The Empowered Consumer?

Available with Chinese translation/sub-titles. Click here for more information.

Who are your empowered consumers? With technology’s every increasing ability to create more and more empowered consumers, what does this mean for the future? Anjali will share her latest research on what comes after the empowered consumer and what companies need to focus on to meet the ever increasing expectations of this wave of consumers.

Speakers:
Anjali Lai, Senior Analyst, Forrester

READ MORE +READ LESS -
11:00 am – 11:05 am SGT

Session Change

11:05 am – 11:35 am SGT

Mainstage

B2B Keynote
In the Age of the Customer, Why Is B2B Measurement All About Us? Recalibrating How We Understand Business Impact

Despite ever-increasing customer expectations and evolving approaches to delivering growth, B2B organisations continue to rely on well-worn performance goals and corresponding metrics. However, measurement centred around customer acquisition and internal operations fails to live up to the task and stands in the way of customer-centricity. In this session, we will highlight a balanced approach to managing B2B metrics and performance through the adoption of a revenue operations mindset. This presentation will provide the following benefits:

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester Research

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CX Keynote
Customer-Obsessed Story Telling

Advances in technology have made it easier to stare at our phones then into each other’s faces. And yet customer-obsessed companies understand that digital disruption just makes us crave empathy and human connection all the more. In this session, we’ll use the power of storytelling to help you find the missing common ground with your customers. Get ready to learn (and practice!) the storyteller’s craft and how to use it to build an emotional bond with any audience.

Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester

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11:35 am – 11:55 am SGT

Marketplace Energizer

11:55 am – 12:25 pm SGT

Breakout Sessions

CX: Human Values
Cybersecurity Implications On Society – Deepfakes, Dark Patterns And Beyond

It is increasingly becoming clear that cybersecurity decisions have broader societal implications than ever before.  In 2020 and beyond, technology promises to change our own experience and enhance our way of life, and those of our customers, significantly.  Society and humanity increasingly depend on tech to work, learn, vote, transact and socialise.  But that dependence is also making our technology, organizations, customers and us, targets. This session will explore how these technologies are going to change the experiences of our lives for the better and for the worse.  And what you, as CX professionals, need to know about in this landscape to enable your organizations, customers and yourselves.

Speakers:
Jinan Budge, Principal Analyst, Forrester

READ MORE +READ LESS -
CX: Reimagining The Experience
Customer Support Is The New Marketing

Customer Support continues to be the key influencer in a brand’s overall CX performance. Its only logical then that it also becomes a marketing strategy, specially since customer experience is now also a CMO agenda. Brands focused on CX cannot operate siloed marketing and customer service operations. Join us on a discussion to see how to leverage customer service to fast-track your CX efforts.

Speakers:
Vasupradha Srinivasan, Senior Analyst, Forrester

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Programmes of the Year Award Session
Programmes of the Year Award: JLL

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

Speakers:
Paul Dolan, Principal Analyst, Forrester
Ross Ballantyne, Head of Marketing – Corporate Solutions, Asia Pacific, JLL

READ MORE +READ LESS -
Programmes of the Year Award Session
Programmes of the Year Award: Cisco

Cisco APJC COVID-Response Program
The COVID-19 pandemic created an unparalleled health, social and economic crisis impacting Individuals, SMBs, Enterprises, NGO’s and governments. It has an asymmetric impact across geographies – starting first in APJC and then spreading globally. In Cisco APJC Marketing, we wanted an APJC-led rapid response program to help our customer- Protect, Sustain, Recover and Transform through the pandemic.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Mark Phibbs, Vice President, Global Insights & Analytics and APJC Marketing, Cisco

READ MORE +READ LESS -
Programmes of the Year Award Session
Programmes of the Year Award: Commvault

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

Speakers:
Isabel Montesdeoca, VP, Group Director, Forrester
Yasir Yousuff, Senior Director, Marketing, Commvault Asia Pacific and Japan, Commvault

READ MORE +READ LESS -
Programmes of the Year Award Session
Programmes of the Year Award: VMware

Marketing to C-Suite ExecutivesThis session showcases an integrated marketing strategy on C-Suite engagement which has delivered outstanding business impact.
Topics include:

  • Sales and Marketing Alignment
  • Audience and Accounts Targeting
  • Contents Strategy
  • Pipeline Acceleration
  • Measurements of Success

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Colin Png, Senior Director, Integrated Marketing Asia Pacific Japan , VMware

READ MORE +READ LESS -

B2B Marketing and CX Certification

For more information, please click here.

CX Certification Live! is available in Chinese. For more information on other translated/sub-titled sessions, click here

12:25 pm – 12:30 pm SGT

Session Change

12:30 pm – 12:50 pm SGT

Sponsor Case Studies

Hear from industry peers on their experiences working with providers on their services and solutions.

Featuring presentations from: HCL, OpenText, SugarCRM/iZeno, and Verticurl

ASB Bank - Connected Customer Conversations powered by HCL Software’s Unica solution

ASB Bank created a sophisticated marketing automation program to communicate to customers in a personal, timely and relevant manner, which has driven huge success for the bank – and also been instrumental in delivering on their vision of improving New Zealanders financial wellbeing. Meaning that “success” could sometimes mean forgoing short term revenue to the business but growing trust and long term profitable relationships with customers. Join Chris Thompson and Morgan Lee as they showcase the “Connected Customer Conversations” program powered by HCL Software’s Unica solution.

Speakers:
Morgan Lee, Head of Direct Marketing, ASB Bank
Chris Thompson, General Manager and Head of Marketing Data and Analytics, ASB Bank

Create “Customers for Life” with Intelligent and Connected Experiences

2020 has changed the way consumers interact with organisations. There has been a dramatic shift to buying goods and services through digitally-led channels and with an unprecedented number of ways to engage with companies. Developing a true omnichannel experience requires evolving beyond the limited thinking that digital and physical channels are separate, competing entities. Join this session and uncover the foundations of implementing a holistic omnichannel transformation strategy to create ultimate experiences for your customers.

Speakers:
Brett Dashwood, Senior Account Executive, Customer Experience Management, OpenText

How Global Financial Service Provider Benefits with Customer 360-Degree View

Having a 360-degree view of your customers is paramount in making sure the delivery of outstanding customer experience at the frontline. Join us in listening to how this global service provider is using SugarCRM’s platform, across Asia region, to take advantage of a full view of customer information to increase efficiency, improve communications and delivering experience to create customers for life.

Speakers:
Jason du Preez, SVP and GM, Asia Pacific, SugarCRM
Benny Ng, Director, Business Applications, iZeno

Building an Integrated Demand Generation Engine for the Mid-Market

If you are looking to set up a Demand Generation engine and build market share, this session will give you a deep dive into the various building blocks necessary to make it a success. From understanding the importance of Data Aggregation to Sales Alignment to Strategic Partnerships, uncover a highly methodical approach allowing you to invest and tap into the right markets.

Speakers:
Sandipan Ghosh, Senior Marketing Manager, Small and Medium Business, Dell Technologies

12:50 pm – 12:55 pm SGT

Session Change

12:55 pm – 1:15 pm SGT

Breakout Sessions

B2B: Reignite Growth
Beyond the Demand Waterfall®: Expand Your Focus for Greater Channel Pipeline Visibility

B2B organisations often struggle to establish lead management best practices with their partners, as many have an incomplete view of the channel demand universe and the types of leads that exist within the channel environment. The result is that channel leaders have only partial insight into partner demand efforts, lead progression, and performance. In this session, we will reveal how channel marketing leaders can strengthen their focus beyond the Demand Waterfall and apply best practices to improve channel lead visibility, partner lead performance, and ROI. This presentation will provide the following benefits: Learn a taxonomy to define the universe of channel lead types and Understand how to operationalise the SiriusDecisions Demand Waterfall

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Kathy Freeman Contreras, VP, Principal Analyst, Forrester

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B2B: Adapt To Win
What Can an Agency Do for You? Leveraging External Support for ABM Programmes

The eternal question for account-based marketers is: How do I allocate my limited resources to achieve my objectives? Properly answering this question requires account-based marketers to calibrate the work that needs to get done with the skills and capacity their team possesses and the available budget, then decide if they should manage all the work internally, outsource to a service provider, or use corporate agencies to manage activities. In this session, we will introduce a decision support framework that organisations can use to evaluate the suitability of some of the most common account-based marketing (ABM) activities for outsourcing, and any associated trade-offs. This presentation will provide the following benefits: Understand critical attributes when deciding whether — and what — to outsource;  evaluate the outsourcing suitability of some of the most common ABM processes and activities, and understand some of the trade-offs and risks involved with outsourcing and how to mitigate them

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

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B2B: Transform Sales Execution
Dynamic Guided Selling: Sales Technology That Actually Works FOR Sales Reps

As the amount of time that sales reps spend directly interacting with buyers decreases, reps struggle to deliver more value in less time, making the interactions that do occur more important than ever. Leveraging technology is critical to sales productivity and providing value to the buyer. In this session, we will delineate seven areas where dynamic guided selling provides insight and guidance. This presentation will provide the following benefits:

  • Understand the buyer’s journey and the seven critical interaction points where dynamic guided selling can have the most impact
  • Gain insight into sales operations’ role in supporting dynamic guided selling and sales success
  • Learn about technologies with the potential to change how sales teams will sell in the future

Speakers:
Anne Slough, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

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CX: Human Values
Tackling The Privacy-Personalization Paradox

Available with Chinese translation/sub-titles. Click here for more information.

For years, the foundation of most CX strategies has been the power of personalization – tailoring products and experiences to the needs of your customers. But two global trends now threaten to derail the data needed to do personalization well: 1) Increasing privacy regulations 2) rising consumer privacy concerns. In this session, you’ll learn how new strategies like zero-party data, transparency, and privacy persona analysis can help balance this paradox and deliver value to both sides of the equation.

 

Speakers:
Zhi Ying Barry, Senior Analyst, Forrester

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CX: Reimagining The Experience
How To Jumpstart And Sustain A CX Transformation In The Public Sector

Whilst our research shows us that government agencies globally struggle to keep up with their private sector counterparts when it comes to customer experience (CX), we find that many APAC government departments have had blooming CX transformations. Join this session to learn best practices, challenges, and successes in government CX.

Speakers:
Riccardo Pasto, Senior Analyst, Forrester
Seles Sebastin, Senior Research Associate, Forrester

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Additional Session
Operationalising CX In The New Normal

COVID19 is causing companies to scramble and create entirely new customer experiences.  Before, CX was about perfectly laid out experiences.  But now, customers need comfort, assurance, and control.   Join Forrester’s Chief Business Technology Officer and Head of FeedbackNow as he discusses what he’s hearing from clients and how you’re going to have to take on new operations, methodologies, and technologies in order to survive in this new world.

Speakers:
Steven Peltzman, Chief Business Technology Officer, Forrester

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1:15 pm – 1:35 pm SGT

Marketplace Energizer

1:35 pm – 2:05 pm SGT

Mainstage

B2B Keynote
Brand and Communications: What Role Does the Region Play?

Deploying effective brand and communications campaigns and programs at a regional level has its set of challenges. Often times, there are competing forces at play – on the one hand, the need for a consistent expression of the brand, and the other a need to be adaptive and responsive to local audiences. The tension between these two requirements can often lead to confusion about how brand and communications activities are developed, executed and resourced. In this session, we’ll provide a framework to align Brand and Communications campaign and programs across the organization to ensure they deliver on global and regional expectations.
This presentation will provide the following benefits:
● Introduce the new Brand and Communications Dynamo framework and explain how to look at it through a regional lens
● Build the alignment between corporate, region and country level to support successful brand and communications execution.
● Develop a framework to evaluate and decide what brand and communications elements should be left in corporate responsibility for global consistency and what can be localised regionally for stronger brand relevance

Speakers:
Mavis Liew, Principal Analyst, Forrester
Paul Dolan, Principal Analyst, Forrester

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CX Keynote
The New Normal For Customer Experience

Available with Chinese translation/sub-titles. Click here for more information.

As the pandemic peaks and wanes, businesses will rethink their customer experience strategies and engagement models throughout the entire customer lifecycle, from how customers discover and buy products, to how they use services, to how they ask questions. The immediate drive for safety means that customers may temporarily sacrifice their personal comfort but demand more trust and reliability from companies they choose to do business with.

Speakers:
Tom Mouhsian, Principal Analyst, Forrester
Riccardo Pasto, Senior Analyst, Forrester

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2:10 pm – 2:45 pm SGT

Guest Keynote: Turn On Your Inner Roar!

If it ain’t broke why fix it, we ask ourselves. Don’t change something that’s been functioning for decades, we recite to ourselves. But COVID-19 came and businesses discovered that maintenance isn’t enough. We need to be change-makers embracing something bigger than just profiting and making a name for ourselves. Because today, we are living in the era of movements. Black lives matter. Gun control & gun rights. Climate Strike. Movements born because issues that were affecting people in far and distant continents are now affecting us directly. And society is holding brands and those with the power and influence to exact change, accountable to bring about the change. In the wake of a global lockdown, the world is finally sitting up and realising that more important than money and position, is our well-being, dignity and humanity.

Join award-winning creative director, best-selling author and eternal optimist, Uma Rudd Chia as she takes you on an inspiring journey of how you can speak up and make a difference by turning on your inner roar and becoming the change-maker you need to be.

Speakers:
Uma Rudd Chia, Award-winning Creative Director, Head of Innovation, & Best-Selling Author,

2:45 pm – 2:55 pm SGT

Closing Remarks

Speakers:
Dane Anderson, SVP, International Research & Product, Forrester