B2B Summit
APAC

The competition for growth is fiercer than ever. B2B companies battle for customers amid rapidly changing economic conditions, buyer behaviors, and technology innovations. Winning will require a customer-obsessed growth engine that creates, delivers, and enables customer and buyer value across the customer lifecycle. This session will provide the following benefits:

• Learn about Forrester’s B2B Customer-Obsessed Growth Engine to understand the strategy for profitable, predictable, sustainable growth
• Discuss the blended competencies needed for success

Driven by Forrester analysts’ conversations with a wide variety of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class marketing — in the client’s own words.

Buying behavior the world over continues to evolve. Buyers are demanding more control over their buying process. Within the Asia-Pacific region, marketers must be prepared to adapt to these changes and deliver what their buyers demand.

This session will provide the following benefits:

• Learn what the expectations of buyers are within the Asia-Pacific region
• Identify differences in buying behaviors in the region to better plan marketing activities

The B2B Summit APAC 2023 Return On Integration Honors recognize organizations that have improved their performance through transformative sales, marketing, and product alignment. During this session, Return On Integration Honors winner Colin Png from UiPath will share how his team helped the organization increase quality engagement with the digital C-suite through a campaign that involved a complete restructure of the buyer’s journey and then driving efficiency and scale by using AI to produce high engagement rates and significant revenue growth.

Building Future-ready, and high-performance marketing organizations needs alignment with business objectives, staying on top of the tech curve, while balancing budgets and ROI expectations. CMOs today strive towards building a marketing organization which can harness the benefits of new technology and achieve technology-led innovation. Traditional AI & Generative AI, present huge benefits, though have inherent risks as well. While every organization around you is leveraging AI, ascertain if you are ready to adopt AI, evaluate its impact and understand where you need to get started with the AI adoption in marketing. This session will help you understand the possibilities, opportunities, challenges associated with adopting AI.
You will learn:

•  Learn the impact of AI in Marketing and how are your global peers leveraging AI in Marketing
• The AI Impact model to help you evaluate the opportunities, challenges and risks of AI adoption
• Where to get started with AI adoption

When a company is tested by external threats like a recession, it’s imperative to stay true to its purpose to weather the storm. From economic instability to political and social eruptions, how do brands hold to their values when faced with difficult decisions? This session will provide the following benefits:

• Learn how to leverage your brand purpose for making difficult business decisions
• Understand the CMO’s role in protecting the brand and advocating for corporate values

To make an impact, portfolio marketers must build capable, motivated teams. We will look at the unique challenges of developing skills in portfolio marketing. We will also review best practices for motivating teams to invest in personal professional development. This session will provide the following benefits:

• Understand the steps for fostering growth in your portfolio marketing team
• Provide guidance on practices that enable teams to take charge of their growth

Digital acceleration has raised the stakes for trust in digital experiences. Yet many commerce experiences erode trust by failing to prioritize accessibility, privacy, inclusion, transparency, well-being, and other ethical principles, suffering reputational damage and lost sales as a result. Practicing responsible design ensures that experiences are aligned with the ethical principles your company is committed to and creates opportunity for differentiation and growth. Attend this session to:

• Understand the principles for designing responsibly
• Learn best practices to activate these principles in your design process

Compliance and avoiding lawsuits are no longer the primary driver behind enterprise accessibility statements. This panel will discuss the shift of firms citing that “attracting and retaining talent” as the top driver behind their accessibility commitments.
During this session, we will discuss:

• The myths of providing accommodations, and how to manage an increasing number of requests from employees
• How companies are personalizing their employee value proposition at scale
• Why a “one size fits all” approach no longer works and how having a strong, accessible culture can be the difference between a productive employee base vs. an unsatisfied one

A personal & professional journey that has seen this Product Leader succeed across multiple industries, geographies and at the intersection of technological & business disruption. In this fireside chat, Ash Mukherjee will discuss with Monica Carlesso how she has grown as leader by embracing curiosity and displayed grit to open to be constantly out of the comfort zone yet has learnt how self-care is key to leadership and a sustainable growth. Modern leadership is about embracing change and dichotomies, both as strategic business levers but also to lead compassionately through massive societal changes and Monica will share her story with Ash. During this session, we will discuss:

• A product leader’s journey across different industries and geographies, exploring challenges and implications
• How to overcome the bumps of a growth journey with curiosity, grit and self-care.

Generative AI opens new realms of creative possibility and efficiency. With its disruptive power, it challenges B2B marketers to lead adoption within the organization and drive standards for quality, consistency, and brand voice. We will introduce a framework that provides guidance on using generative AI. This session will provide the following benefits:

• Learn from trends revealed by B2B marketers’ adoption of generative AI
• Recognize opportunities and requirements for using generative AI at scale

Spend some time in these small, interactive group roundtable discussions focused on key marketing topics.

Building Future-ready, and high-performance marketing organizations needs alignment with business objectives, staying on top of the tech curve, while balancing budgets and ROI expectations. CMOs today strive towards building a marketing organization which can harness the benefits of new technology and achieve technology-led innovation. Traditional AI & Generative AI, present huge benefits, though have inherent risks as well. While every organization around you is leveraging AI, ascertain if you are ready to adopt AI, evaluate its impact and understand where you need to get started with the AI adoption in marketing. This session will help you understand the possibilities, opportunities, challenges associated with adopting AI.
You will learn:

•  Learn the impact of AI in Marketing and how are your global peers leveraging AI in Marketing
• The AI Impact model to help you evaluate the opportunities, challenges and risks of AI adoption
• Where to get started with AI adoption