In a nutshell
Read our team’s insights and observations from the 2022 B2B Marketing Leaders Forum in Sydney.
What is the B2B Leaders Forum?
APAC’s largest B2B marketing conference focused on pipeline, revenue, growth, brand, leadership and personal career advancement!
“One of the key focus areas was ABM, what it really means & how different organisations have deployed it.”
It was excellent to be able to attend the B2B Leaders Forum this year, my first in-person conference for quite some time!
The conference is an opportunity to step outside the business and reflect on our own marketing, the services we deliver, and how to better support our team. It is also an opportunity to explore what is resonating most with our customers and some long-overdue catch-ups!
One of the key focus areas was ABM, what it really means and how different organisations have deployed it. The Marketing Practice presented their extension of this strategy to ABX (Experience), and there were several sessions on implementing ABM as a strategy.
Another key focus area was talent management. The disruption caused by the pandemic has been a catalyst causing many people, including marketers, to reconsider where and how they work and live. Together with a growing skills gap, this presents both a challenge and an opportunity for leaders and employers and a need for a renewed focus on team management strategies.
“I thoroughly enjoyed hearing from renowned Australian and global brands on the importance of CX”
The B2B Marketing Leaders forum was a great opportunity to discover how different businesses, brands and sectors are elevating their focus on customer experience. Whilst there was a big push towards ABM at this year’s conference, I thoroughly enjoyed hearing from renowned Australian and global brands on the importance of CX and the different ways businesses are adopting customer-focused strategies. It was also a treat to attend an in-person conference and get back to what we love doing best – discovering, mingling and networking.
- When developing personas or mapping your CX, don’t rush to external research. Use your internal team, knowledge and insights as a start, and then add the richness of qual/quant research to the process.
- Get alignment on the ‘why’ at the start of any CX project. This is imperative for getting buy-in and momentum within the organisation.
- Invest time in creating your CX vision, and ensure that the wider team is onboard with it.
- Don’t try to reinvent the wheel. Focus on the most important customer, persona or experience first.
- Prioritise work that has the most impact on the CX. Focus on the ‘main street’ improvements first, then move to ‘side street’ projects when you have some CX wins under your belt.
“In regards to advances in marketing, things such as Artificial Intelligence and Machine Learning are available now, but not widely used.”
The B2B Marketing Leaders Forum provided us with some good takeaways.
- There is a tendency for global organisations in Australia to regurgitate a global message from their HQ, whereas it would be far more relevant and powerful if the messaging was localised to be more relevant to your local market.
- “The future is here, it’s just not very evenly distributed” – William Gibson, American speculative fiction author. In regards to advances in marketing, things such as Artificial Intelligence and Machine Learning are available now, but not widely used. Are you staying pace with the latest advancements? If not, what is preventing you? Is it budget, resources, or internal stakeholder buy-in?
- Can you distil your brand essence into one word? As an example. Coca-Cola’s is “happiness”. All of Coca-Cola’s advertising and messaging exudes this feeling. Start with one word and use that as your guiding principle for your brand and messaging.
- Stating your company values – In 2022, listing things such as “honesty”, “integrity”, “transparency”, or “inclusiveness” should be the baseline and assumed. The question to ask is, what really separates your organisation from others beyond these cliche statements?
“All these items do not require large budgets either, you can simply provide a great experience by how well you know your audience.”
I attended day two of the Annual B2B Marketing Leaders Forum held at the picturesque waterfront venue in Dalton House on Jones Bay Wharf.
My favourite session was the IT/Tech Industry-focused group session, which focused on Growth Marketing challenges and opportunities. Industry leaders spoke about the four major outlining factors that set apart the best from the rest, an organisation’s sales and marketing alignment, technology adoption, ROI measurement and customer empathy.
Sophie Pank from Deputy, emphasised the importance of SAAS and Tech Industry organisations focusing on the customer empathy component, as it was found to be the least evident of the four factors. Customer empathy can be put into practice through showcasing your client’s work, developing case studies focusing on the needs of your clients, sharing stories that depict the emotions through your organisation’s work and providing experiences your clients can cherish.
All these items do not require large budgets either, you can simply provide a great experience by how well you know your audience.
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