Navigating Changing Buyer Behaviour Through
Personalised Content And Sales & Marketing
Alignment To Drive Digital Marketing ROI
Personalised Content And Sales & Marketing
Alignment To Drive Digital Marketing ROI
August 3 - 4, 2021
| 10:00am - 11:40am AEST |ONLINE
Day 1: Tuesday, 3 August 2021
10:00 am - 10:10 am
Conference Opening by IQPC Australia
Puja Pankhania -
Deputy Managing Director,
IQPC Australia
10:10 am - 10:40 am
The View From The Top: A CMO Perspective On The Changing Role of Marketing
Steffen Daleng -
Chief Marketing Officer,
Booktopia
10:40 am - 11:10 am
Differentiating Your Message: Understand How Creating Personalised Content Strategy Can Differentiate Your Brand Messaging In A Crowded Market?
Joanne Woo -
Global Head of Marketing & Communications,
ABB
Daniel McDermott - Director Marketing A/NZ, Mimecast
In a time where buyer behaviour has been disrupted, and businesses have a different approach to investing in new technologies and solutions, it is more important now than ever before for b2b marketers to differentiate their messaging and stand out from the crowd. In this panel discussion, we will hear from b2b marketing leaders who have changed their approach to content marketing, by using cohesive messaging, and storytelling to attract buyer attention and remain competitive in their market.
· How content marketing strategy can help gain and maintain attention of valuable audience segments.
· Identifying your most valuable audience and filtering quality leads through targeted content.
· Enabling processes for an audience first approach
· Creating meaningful content that stands out, drives engagement and delivers results.
11:10 am - 11:40 am
Smarketing Alignment: Identifying Buyer Opportunity In A Disrupted Market By Aligning Your Marketing and Sales Teams
Susie Wong -
Former Chief Digital & Marketing Officer,
Fuji Xerox
Phyabae Leong - Marketing Lead APAC, Khoros
Lisa Kane - Regional Marketing Director A/NZ, Qlik
Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. Regardless of the root cause, overcoming sales and marketing misalignment is necessary to securing long-term success through delivering high-impact marketing activities, boost sales effectiveness, and ultimately grow revenue. In this presentation, we will discuss;
- Understand how alignment can create cross-functional input from both departments that will improve go-to-market strategies.
- Learn how 'smarketing' alignment will improve seamless handoff between marketing-generated leads and sales.
- Create cohesive content that speaks directly to buyers by integrating sales team intel, with marketing creativity.
