Early Access
Sep 10- 12:00 pm – 4:00 pm SGTOn-Demand Sessions
Tuesday
Sep 14- 11:00 am – 11:35 am SGTOpening Remarks & Keynote Session
- 11:40 am – 12:10 pm SGTKeynote Session
- 12:15 pm – 12:35 pm SGTBreakout Sessions
- 12:40 pm – 1:00 pm SGTCase Study Sessions
- 1:05 pm – 1:25 pm SGTBreakout Sessions
- 1:25 pm – 1:50 pm SGTMarketplace Break & Networking
- 1:50 pm – 2:10 pm SGTBreakout Sessions
- 2:15 pm – 2:35 pm SGTCase Study Sessions
- 2:40 pm – 3:10 pm SGTProgrammes of the Year
- 3:15 pm – 3:45 pm SGTGuest Appearance
- 3:50 pm – 4:20 pm SGTFacilitated Networking
Wednesday
Sep 15- 10:30 am – 10:55 am SGTFacilitated Networking
- 11:00 am – 11:30 am SGTKeynote Session
- 11:35 am – 12:05 pm SGTKeynote Session
- 12:10 pm – 12:30 pm SGTBreakout Sessions
- 12:35 pm – 12:55 pm SGTCase Study Sessions
- 1:00 pm – 1:20 pm SGTBreakout Sessions
- 1:20 pm – 1:45 pm SGTMarketplace Break & Networking
- 1:45 pm – 2:05 pm SGTBreakout Sessions
- 2:10 pm – 2:20 pm SGTSpecial Session
- 2:25 pm – 2:55 pm SGTReturn on Integration Honours
- 3:00 pm – 3:35 pm SGTKeynote Session & Closing Remarks
Early Access Sep 10
Attendee Orientation
Join us for the B2B Summit APAC attendee orientation. Our event programme manager will take you on a tour of the platform as well as share planning and engagement tips to help you get the most out of the event!
Foundations Sessions
Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, which are proven to help B2B organisations achieve high performance and intelligent growth.
Foundations: Demand And Account-Based Marketing
Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Foundations: Channel Marketing
Speakers:
Maria Chien, VP, Research Director, Forrester
Foundations: Portfolio Marketing
Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Spotlight Sessions
These sessions offer exposure to leading B2B technology providers with solutions that align to your key initiatives. See the full list of available Spotlight Sessions here.
Tuesday Sep 14
Opening Remarks & Keynote Session
The Optimal Path To Revenue: A New Vision For Working Together
For every selling motion, there’s an optimal way to shepherd a deal from cold to closed, and then there are all the other ways. This session will focus on the Revenue Engine Waterfall, a robust method for prioritising buyer engagement and maximising deal conversion. We will provide guidance on how to build an engine of “next best” opportunities, eliminate functional disputes about revenue sourcing, and align on optimal paths for securing revenue.
Speakers:
Steve Silver, VP, Research Director, Forrester
Julian Archer, VP, Principal Analyst, Forrester
Keynote Session
Seismic Shifts And Long-Term Trends In APAC B2B Buying Behaviour
B2B marketing and sales teams that understand how buyers behave can attract and engage them. Our 2021 Global B2B Buying Study revealed shifting buyer behaviour caused by trends accelerated by the pandemic. In this session, we’ll review how B2B buying has evolved in APAC since 2017 and how APAC differs from other regions. We’ll explore the implications for vendor sales and marketing and provide recommendations for content and tactics to drive stronger engagement with buyers.
Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Paul Dolan, Principal Analyst, Forrester
Breakout Sessions
Case Study Sessions
Cvent: Powering Sales Pipeline through Virtual Event Technology
When Fidelity Information Services (FIS) found their events program completely disrupted at the start of the pandemic, they knew it would direct impact their sales pipeline. With up to five major hosted conferences each year, as well as industry tradeshows, the team needed to find a creative solution to keep the sales funnel active. Learn how FIS, leveraged virtual event technology to propel forward, delivering increased reach and proving influence over opportunities created.
Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.
Speakers:
Will Kataria, Director, Sales and Operations, Cvent
Verticurl: Customer Centric Marketing Through Data, Experiences and Technology
As marketers in APAC continue to accelerate their MarTech adoption, they need to ensure they are delivering better CX, insight-driven marketing and a better use of marketing spend.
Learn how to take advantage of data to power your MarTech investment to:
- Build a customer centric MarTech stack
- Align your MarTech strategy with your data strategy
- Reduce wasted investment in capability overlap and duplication
- Justify your return on marketing spend
- Develop your roadmap of MarTech investments
Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.
Speakers:
Michelle Tan, Head of Global MarTech, TÜV SÜD
Krishna Kumar, Client Services Director, Verticurl
Breakout Sessions
Marketplace Break & Networking
Breakout Sessions
Case Study Sessions
MRP: Insights-Driven ABM: Winning in the Channel
Enterprise organizations face a sophisticated environment that extends beyond typical ABM platforms. Multiple teams, geographies, and data sources need to connect to find impact and performance. Collaboration, integration, data management, and solid orchestration are top of the game. In this session, Veeam will demonstrate the enabling criteria that help channel marketers recompose the reality of target accounts, activate insights, deliver performance across channels, and achieve accurate outcomes. Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.
Speakers:
Behzaad Habibi, APJ Marketing Director for Channel, Alliances, and Cloud & Service Providers, Veeam Software
Ajay Subherwal, Senior Vice President of Enterprise Sales, EMEA/APJC, MRP
Progress Sitefinity: When Your Audience Becomes the Whole World: World Health Organization’s Pandemic Story
The World Health Organization (WHO) experienced an enormous increase in traffic to their website – 1.5 billion unique visitors – as people and governments worldwide came to rely on them for timely and critical information. With 1,000 editors publishing content every 90 seconds, the WHO maintained 0% content-authoring downtime, 100% CI/CD automation, and 100% automation towards multi-channel content-delivery. Hear directly from the WHO and other digital leaders about their architecture and processes.
Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.
Speakers:
Henning Brenøe, Head Of Application and Information Management, World Health Organization
Programmes of the Year
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.
Attend one session:
Programmes of the Year: Cisco Systems (USA) Pte. Ltd.
Speakers:
Mark Phibbs, Vice President, Global Insights & Analytics and APJC Marketing, Cisco Systems
Meta Karagianni, VP, Research Director, Forrester
Programmes of the Year: Fujitsu Australia Limited
Speakers:
Annemarie Kikos, Head of Strategic Marketing, Fujitsu Australia Limited
Mavis Liew, Principal Analyst, Forrester
Programmes of the Year: ServiceNow
Speakers:
Komal Thadani, APJ Campaigns Lead, IT Workflow, ServiceNow
Paul Dolan, Principal Analyst, Forrester
Guest Appearance: Sezairi
Sezairi has won the hearts of many with his boy-next-door charm and musicality. A great live performer and musician, Sezairi is a class act. At the age of 14, he picked up the guitar to accompany his singing which led him to form the band Juxtapose, with him as frontman. Here, he was first able to hone his skills as not only a musician, but a songwriter and performer. It helped prepare him for what was to come in the Singapore Idol series, a competition he won in 2009. Sezairi’s debut album “Take Two” was released in June 2010. “Broken”, Sezairi’s first single, was the highest-ranking Asian song of 2010 on 987FM.
In 2016, Sezairi released his first ever full-English EP. The infectious lead single ‘Fire To The Floor’ claimed the #1 spot on Spotify’s Viral 50 Chart within a week of its release. His next release, the undeniably catchy single ‘70s’, took local charts by storm and claimed the #2 spot on Spotify’s SG Viral 50 Chart within the first week. The feel-good tune also found its way onto the Taiwan, Hong Kong & Philippines charts.
Not resting on his laurels, Sezairi paid a visit to Sweden, where he tirelessly worked with notable producers/writers to bring to life the next chapter of his story; the evocative ballad ‘It’s You’. The track achieved the #1 spot on Spotify’s SG and MY Viral 50 Chart and peaked at #3 on the Indonesia iTunes chart. In December 2018, ‘It’s You’ was featured on Apple Music’s “Best of 2018: Editors’ Picks” Global Playlist, where it sat comfortably on the 3rd spot amongst some of the year’s most identifiable and noteworthy songs.
His first single release of 2019 cements Sezairi’s role as part of Singapore’s pop royalty: the instantly addictive “In Secret” gained over 108,000 streams on Spotify in its first month. In early 2020, Sezairi released his EP ‘Undertones’ – which features previous hits ‘It’s You’, ‘Mirage’, ‘In Secret’; as well as brand new dance-worthy single ‘She Moves’. ‘Undertones’ is a body of work exploring the complex thematics of perception and candour.
Facilitated Networking
Join interactive, analyst-led group discussions with your peers focusing on specific topics that are trending in your role. A low-pressure group format that enables conversations, networking and engagement.
Demand Leaders
Often times, marketing leaders rely on prior experience rather than data and insight when it comes to demand planning. During this interactive session, which builds on the presentation ‘Determining the Marketing Approach Mix’ we will discuss the challenges marketing leaders might face when it comes to demand planning and discuss how to apply a data driven approach to help. Below are the topics we’ll explore during our conversation:
• What are the biggest challenges with demand planning at your organisation today?
• How to drive planning alignment with sales.
• How might you start gathering the necessary data to improve planning.
Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester
Marketing Leaders
During this interactive session, you will learn from your peers how they are looking at designing an optimal marketing team that is agile and productive. Below are the topics we’ll explore during our conversation.
• What are the indicators that a marketing organisation redesign is needed?
• How to approach a marketing organisation redesign?
• What are the key considerations?
Speakers:
Mavis Liew, Principal Analyst, Forrester
Meta Karagianni, VP, Research Director, Forrester
Marketing Operations Leaders
During this interactive session, you will learn from your peers how they are approaching the demands of integrating new technologies with existing tech stacks and processes. Below are the topics we’ll explore during our conversation.
• How REVOPS is (will?) driving aligned tech stack integration.
• How to ensure technology purchases and integration is successful.
• Avoiding a Data Management nightmare in your integration project.
Speakers:
Paul Dolan, Principal Analyst, Forrester
Portfolio Marketing Leaders
During this interactive session, you will learn how your peers have organised their teams around core portfolio marketing responsibility areas. Join us for an opportunity to explore the following topics during the conversation:
• Top responsibility areas for portfolio marketing.
• Ways that portfolio marketing teams are organised.
• What’s working and what’s not working.
Speakers:
Paul Ferron, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester
Wednesday Sep 15
Facilitated Networking
Join interactive, analyst-led group discussions with your peers focusing on specific topics that are trending in your role. A low-pressure group format that enables conversations, networking and engagement.
Channel Leaders
During this interactive session, you will learn from your peers how they are approaching balancing ownership between Regional Partner Marketing and Global Channel Marketing. Below are the topics we’ll explore during our conversation.
• Current state of alignment between regional and global channel partner marketing.
• Formalising and establishing balanced ownership between regional and global teams.
• Jointly scaling and accelerating ecosystem innovation.
Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Dara Schulenberg, Principal Analyst, Forrester
ABM Leaders
During this interactive session, you will learn from your peers how they are approaching demand strategy (how to think about 1:1, 1:few and 1:many approaches), and the demand and ABM programmes they are running. Below are the topics we’ll explore during our conversation.
• How can Demand/ABM marketing tap insights to inform cross-sell and upsell programmes that educate and engage targeted customer segments?
• How can ABM leaders get more closely aligned to Sales, and ensure they are focusing on the right accounts?
• Best practices for getting ABM pilots going and maximizing the success of current ABM pilots or programmes.
Speakers:
Alisa Groocock, VP, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester
Content Leaders
During this interactive session, you will learn from your peers how they are approaching the changes required by sales leaders to adapt to the new realities of selling. The main theme of our discussion will focus on leadership skills required to install an insights-driven selling system that delivers predictable growth. Below are the topics we’ll explore during our conversation.
• What is an insights-driven sales system?
• What sales leader competencies are required in this new paradigm?
• How can the sales leader drive the necessary transformation across the sales organisation.
Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester
Sales Leaders
Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester
Keynote Session
Routes To Market: A Means To Strategic Advantage
B2B companies often treat their route-to-market strategy as fixed and peripheral to their competitive strategy. However, today’s evolving environment is impacted by disruptions that require sales, marketing, and product to regularly reassess how they reach, sell to, and support their target buyers. This session will identify the forces driving route-to-market changes, current and evolving route-to-market models, and how B2B leaders can optimise their route-to-market decisions.
Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester
Keynote Session
Aligned, Accountable, And Ready To Act: How Customer-Obsessed B2B Companies Win
Customer-obsessed companies see higher revenue growth, profitability, customer retention, and employee engagement than their less-mature peers. Using data from more than 500 B2B organisations, we will explain what it means to be customer-obsessed and show how these companies achieve it through choices in alignment, transparency, and innovation.
Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Rick Parrish, VP, Principal Analyst, Forrester
Breakout Sessions
Case Study Sessions
ON24: How SoftBank Drives Growth with Data-rich Digital Experiences
In today’s digital world, we can measure everything. But behind every number there’s a person. So how do you make your marketing stand for more than last month’s lead volume? The secret is engagement.
In this session, Tim Johnston (Senior Marketing Director, ON24) and Taishi Yamada (Director of Enterprise Marketing, SoftBank) will give you an inside look into how SoftBank used the ON24 Digital Experience Platform to generate the actionable first-party data they needed to create highly-targeted content journeys and track intent signals across the buying journey. You’ll also get a firsthand look at how the company has integrated their tech stack to drive efficiency and trigger marketing and sales action to adopt a more data-driven, customer-centric approach that maximises growth and retention.
Your data should convert, not confuse!
Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.
Speakers:
Taishi Yamada, Director of Enterprise Marketing, SoftBank
Tim Johnston, Senior Marketing Director, ON24
Selling Simplified: How F5 Fueled Its Digital Revenue Engine and Acquired 821 MQLs
Over the last two years, F5 worked to expand in seven primary markets covering ASEAN, Hong Kong, and South Korea, riding on the trajectory of the growth in digital commerce.
In August 2020, F5 turned to Selling Simplified (SSG) to help reach new buying centers within these accounts. With the help of SSG, F5 acquired 2,062 leads in less than one year, 40% of which were marketing qualified leads (MQLs).
Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.
Speakers:
Lisa Goh, Director of Marketing, Asia Region, F5
Jas Foo, APAC Marketing Director, Selling Simplified
Breakout Sessions
Marketplace Break & Networking
Breakout Sessions
Introducing Forrester’s Bold New Research Offerings
Gain insights into current and future markets. Make decisions with confidence. Accelerate progress on your most pressing priorities. Join us for a deep dive session on Forrester’s new research offerings — to be unveiled at B2B Summit APAC — that help you do all of these things and more.
Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Return on Integration Honours: Cisco Systems (USA) Pte. Ltd.
The Return on Integration Honours Award demonstrates an organisation has achieved strong sales, marketing and/or product alignment, and as a result has improved company performance.
Speakers:
Joyce Moy, Senior Director, APJC Marketing, Cisco Systems
Michiko Kamata, Management Director, APJC Small Business Growth Office, Cisco Systems
Mavis Liew, Principal Analyst, Forrester
Keynote Session
Are You Ready To Transform Your Teams? Marketing Capabilities That Drive Success
What are the gaps between your marketing team’s capabilities and what’s required to meet the needs of your customers? Constantly changing business, buyer, and customer demands require marketing leaders to design a best-in-class organisation with critical capabilities that allow consistent performance at a high level. In this session, we will introduce the capabilities required for high-performance B2B marketing and examine the competencies and characteristics necessary to carry out those capabilities.
Speakers:
Meta Karagianni, VP, Research Director, Forrester
Jennifer Ross, VP, Research Director, Forrester
Times are subject to change.