B2B Summit APAC

September 14 – 15  |  Live Virtual Experience

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

12:00 pm – 4:00 pm SGT

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

11:00 am – 11:35 am SGT

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

11:40 am – 12:10 pm SGT

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

12:15 pm – 12:35 pm SGT

Breakout Sessions

Better Alignment Drives Regional Impact
No-Fail Marketing Planning: A Recipe For Success

Skilled bakers know that good ingredients and the right sequence of actions are key to making an incredible dessert. The same is true for effective marketing planning. In this session, we will introduce the new B2B Marketing Planning Process — a no-fail recipe for annual plan development. We will highlight the key elements of the B2B Marketing Planning Process and how it can be applied to global and regional planning cycles.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

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Find Your Campaigns Bright Spot
Optimising Global Campaigns In The Region

Global campaigns have low regional adoption because they are insufficiently attuned to local market requirements. The result – regional and country teams spend too much originating campaigns or localising global campaigns. What if regional and country teams jointly developed global campaigns, minimising the need for additional localisation? In this session, we will introduce the Campaign Planning Optimization Process, including the steps for presenting global campaign leaders with clear, consolidated insight into local campaign needs.

Speakers:
Mavis Liew, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

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Building a Brighter Future for Regional Teams
Establishing A Revenue Management Council: The Secret To Improving Waterfall Performance

Sales and marketing frequently struggle with alignment and poor revenue performance, often because they don’t talk in a consistent and constructive way. Leading organisations overcome this by creating a demand council — a cross-functional team that collaborates to define and optimize revenue process performance. This session provides guidance on choosing members of this team, creating a common agenda for assessing performance and driving improvements, and establishing the best cadence of meetings to optimize the revenue process.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Amy Hawthorne, Principal Analyst, Forrester

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Diversity & Inclusion
Why And How To Design Inclusive Experiences

Creating inclusive experiences is good for business, customers, and employees. It helps you reach new markets, reduce legal risk, prove your company is serious about diversity, equity, and inclusion (DEI), and more. But most companies take a narrow approach to design, so they miss out on these benefits. This session will present data demonstrating the benefits of inclusive design and then lay out five case studies demonstrating how to augment your experience design practice for inclusion.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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12:40 pm – 1:00 pm SGT

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

1:05 pm – 1:25 pm SGT

Breakout Sessions

Better Alignment Drives Regional Impact
Determining The Marketing Approach Mix: A Data-Driven Tool

Demand marketing leaders often base their planning on intuition rather than insight or even a basic understanding of how sales believe they will make their number. Worse, many have little understanding of sales coverage and ask for account targets just before campaigns launch. This leads to marketing and sales misalignment, suboptimal use of resources, and poor performance. This session introduces a tool for marketing leaders to map the most lucrative target accounts with sales and select the best mix of marketing approaches — ranging from account-based marketing to vertical marketing to traditional demand marketing.

Speakers:
Conrad Mills, Principal Analyst, Forrester
Alisa Groocock, VP, Principal Analyst, Forrester

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Find Your Campaigns Bright Spot
Leveraging Buying Signals In Demand Programs

As buyers research, evaluate, purchase, and adopt solutions against their business needs, they provide data and buying signals conveying critical information about buying group members and the opportunity. Without the benefit of a structure, these signals at best contribute to the noise and at worst cause marketing tactics to misfire due to a misunderstanding of buyer needs. This session will tackle how to use B2B buying signals across demand program plays by design program objective.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Building a Brighter Future for Regional Teams
Speaking Each Other's Language: The Secret To Solving Regional Data Dilemmas

Global and regional marketers need to share relevant data to fuel better business results. In this session, we will walk through common regional data dilemmas to show how defining data needs globally and locally, understanding the data landscape, and effectively communicating data requirements enables marketers to surface richer, deeper insights that deliver business growth, pipeline acceleration, personalisation at scale, and customer-obsessed experiences.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Julian Archer, VP, Principal Analyst, Forrester

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Diversity & Inclusion
The Value Propositions of Diversity, Equity, and Inclusion in Tech

Technology can innovate and shape our lives in magnificent ways. Diversity, Equity, and Inclusion can contribute to that innovation in new and exciting ways. Join Jordan Mitchell and Forrester’s Katy Tynan to discuss how finding the value proposition of DEI within your functions can revolutionise results.

Speakers:
Jordan Mitchell, Global DEI Engagement Partner, Sprout Social
Katy Tynan, Principal Analyst, Forrester

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1:25 pm – 1:50 pm SGT

Marketplace Break & Networking

1:50 pm – 2:10 pm SGT

Breakout Sessions

Better Alignment Drives Regional Impact
The Role Of Field Marketers In ABM: Assessing In-Country Readiness

Field marketers are critical to rolling out account-based marketing (ABM) in local markets: They’re closer to the sellers in market and understand local pain points, so they’re best equipped to develop and deliver localised experiences. In this session, we describe various models for distributing responsibilities between an ABM center of excellence and the field, as well as using a readiness assessment to determine whether a particular country should get involved in ABM.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

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Find Your Campaigns Bright Spot
Growing Existing Customers: Marketing’s Role In Cross-Sell And Upsell

Market disruptions have required B2B companies to play defense, focusing on retaining and expanding relationships with existing customers to protect and grow revenue. Uncovering opportunities with current accounts through planned marketing programs requires alignment, agility, and an effective strategy. This session will provide an understanding of marketing’s role in cross-sell and upsell programs and explain how to structure successful programs for expanding customer relationships.

Speakers:
Rani Salehi, Principal Analyst, Forrester
Renee Irion, Principal Analyst, Forrester

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Building a Brighter Future for Regional Teams
Cultivating Knowledge In Regional Teams To Win Buyers

To win buyers, an organisation must ensure that its knowledge enablement function moves beyond focusing only on sellers. Instead, the entire revenue engine must be enabled with the knowledge needed for success. In this session, we will introduce techniques for ensuring that regional teams (e.g., regional field marketing, demand marketing, content development, partners) receive the knowledge they need to make an impact in their locales.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

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Diversity & Inclusion
A New Society Has Arrived. Is Your Firm Ready To Embrace It?

The conversation about race and gender and the imperative for fairness and equality has reached a crescendo. Companies face a new urgency to address these social vectors head-on in the way they do business. To get it right, firms must move beyond knee-jerk action to systemic change. In this session, we will explore the challenges ahead and outline a framework to rethink stakeholder relationships – employees, partners, customers, and the community – in light of the new social reality.

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

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2:15 pm – 2:35 pm SGT

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

2:40 pm – 3:10 pm SGT

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

3:15 pm – 3:45 pm SGT

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.   

3:50 pm – 4:20 pm SGT

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

10:30 am – 10:55 am SGT

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

11:00 am – 11:30 am SGT

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

11:35 am – 12:05 pm SGT

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

12:10 pm – 12:30 pm SGT

Breakout Sessions

Find Your Campaigns Bright Spot
Unifying Global-Local Content Across Campaigns, Content Marketing, And The Web

Global B2B organizations must fuel multiple campaigns and plans with content, but a lack of readily available resources causes them to fall short of expectations. Organizational siloes and inadequate coordination between campaigns, content marketing, and web teams results in disconnected experiences for audiences. In this session, we’ll explain how to create a unified approach to content strategy across global and local teams that creates a cohesive experience for audiences wherever they are in the world.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Bolder Plans for Emerging Growth
What Emerging Company CEOs Demand From Revenue Engine Leaders

Do you know what your CEO expects from you? Marketing and sales executives at emerging companies (those with less than $100 million in revenue and double-digit growth) need to align with corporate objectives but often lack insight into them. In this session, we will share what we have learned through extensive interviews that reveal how CEOs view the revenue engine and what you need to do about it.

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Matt Papertsian, VP, Research Director, Forrester

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Bolder Bets for Channel Marketing
Balanced Ownership Between Regional Partner Marketing And Global Channel Marketing

Global B2B organisations with indirect routes to market often struggle to find the optimal channel resource model to support the nuanced needs of regions and theaters. Any polarisation between centralised and decentralised roles is detrimental. In this session, we will introduce best practices for defining the optimal spectrum of ownership for global and regional/field partner-facing roles to achieve success in the channel.

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

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12:35 pm – 12:55 pm SGT

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

1:00 pm – 1:20 pm SGT

Breakout Sessions

Bolder Plans for Emerging Growth
Are You Generating Demand With All The Wrong People?

Driving and enforcing audience prioritisation is the most important activity for a B2B marketing team at an emerging company. However, this must be rooted in how the company plans to grow. In this session, we will explain why deciding how an organisation plans to grow is a critical step in determining which audiences should be prioritized to achieve revenue goals.

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

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Bolder Bets for Channel Marketing
Building A Thriving Partner Ecosystem: Finding And Selecting The Right Partners

One of the biggest mistakes in channel sales is focusing on the wrong partners. Despite changes in what is being sold and the behaviours and expectations of target buyers, most suppliers still focus on the same partners and partner types. This session will explain why and how to reassess the attributes of partner types and individual partners, how to uncover partner coverage gaps, and how to identify the right new partners.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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The Sales Agenda: Better Together
Goodbye MQLs, Hello Opportunities! Why Sales Needs Marketing To Make This Change

Best-practice demand processes develop and deliver opportunities — not leads. Fully sales-ready opportunities typically comprise multiple buyers (buying groups), not lone contacts. Breakthrough results will reward modest process changes that incorporate this principle. Join us as we expose valuable insights generally hidden from sales today, discuss the huge advantage this new approach delivers to sales, highlight the alignment required between marketing and sales leaders, and share how to minimize risk while adopting this process change.

Speakers:
Mike Pregler, VP, Research Director, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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1:20 pm – 1:45 pm SGT

Marketplace Break & Networking

1:45 pm – 2:05 pm SGT

Breakout Sessions

Bolder Plans for Emerging Growth
Market Intelligence: It's Not As Difficult As You May Think

Most marketers assume that market intelligence is a lengthy and expensive effort; however, gathering market intelligence is not as hard as you may think. Sources abound if you know where to look. in this session, we describe a step-by-step process marketing leaders can follow to ensure they are gathering the right type of intelligence to drive business success.

Speakers:
Jennifer Rouse, Principal Analyst, Forrester

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Bolder Bets for Channel Marketing
Proof Of MDF ROI: What You Can Do To Credibly Measure Impact

Channel leaders must strengthen their partner incentive programs. Market development funds (MDF) are crucial to activating partner demand. How can MDF ROI be measured? Should that be the goal? How can channel leaders identify measurement strategies to invest in the right partners? This session will focus on how channel marketing and marketing operations teams can measure MDF efficiency and tailor measurement approaches to identify the most efficient activities.

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

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The Sales Agenda: Better Together
Should Sales Process Drive Regions? How To Adapt The Sales Process

Multinational organisations often struggle to deploy a single sales process that fits all offerings, buying groups, regions, and geographies. But is a single version the right approach? In this session, we will explore when you should consider multiple sales processes, why to do so, and how to deploy them to meet diverse sales needs.

Speakers:
Steve Silver, VP, Research Director, Forrester
Anne Slough, Principal Analyst, Forrester

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2:10 pm – 2:20 pm SGT

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

2:25 pm – 2:55 pm SGT

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

3:00 pm – 3:35 pm SGT

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

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Times are subject to change.