B2B CMO Day | Melbourne
Transforming B2B Marketing Leadership: Growth, Technology, and Influence
Rydges, Melbourne, Australia
Hosted by Factor
- 155 attendees
- 7 hours
Overview
At B2B Marketing Day , explore the evolving role of B2B CMOs as strategic business leaders driving growth and innovation. This one-day event will focus on key challenges such as balancing financial performance with brand-building, leveraging AI and data-driven insights for personalisation, and proving marketing's direct contribution to revenue. Gain insights on how to secure your seat at the leadership table, foster customer loyalty, and influence broader business strategy, while positioning yourself for board-level influence in today's dynamic landscape.
What we will cover
- Revenue Contribution Exploring effective strategies in marketing's direct role in driving pipeline, revenue, and overall business growth, while balancing long-term brand-building with short-term performance
- Customer Engagement Exploring strategies to optimise every touchpoint along the customer journey, ensuring alignment between marketing, sales, and customer success teams to improve retention and loyalty.
- Data-Driven Marketing Investigating how data analytics and AI can personalise marketing efforts, enabling more precise targeting, automation, and insight-driven decision-making across campaigns.
- ROI Attribution Evaluating methods for clearly attributing marketing spend to business growth, ensuring that every activity is measured and linked to tangible revenue outcomes.
- Diversity Inclusion Exploring how diverse marketing teams and inclusive campaigns drive innovation, expand audience reach, and contribute to brand strength and cultural relevance.
- Leadership Influence Examining the evolving role of marketing leaders as key strategic players in the C-suite, contributing to broader business decisions and long-term organisational growth.
- Marketing Automation Exploring how automation platforms can streamline processes, manage customer interactions, and improve efficiency across marketing operations, from lead nurturing to campaign execution.
- Customer Data Investigating the role of CDPs in integrating and unifying customer data, enabling a more holistic approach to personalisation and targeted marketing strategies.
- AI Tools Exploring the impact of AI and machine learning on customer engagement, predictive analytics, and real-time content personalisation to enhance marketing effectiveness.
- Content Management Examining how content management systems support the creation, management, and optimisation of digital content across channels to drive engagement and conversions.
- ABM Platforms Exploring the use of ABM platforms to create tailored campaigns for high-value accounts, improving alignment with sales and increasing deal velocity in targeted markets.
- Analytics Tools Evaluating how advanced analytics and attribution models can provide deeper insights into campaign performance, ensuring marketing activities are effectively contributing to business goals.
Agenda
- Registration and Welcome Coffee(B2B CMO Day)
- Welcome Address & Introduction to state of B2B Marketing in Australia with Factor Research(B2B CMO Day)
- Enhancing CMO Strategies with AI, Automation, and Data-Driven Insights 2025 – A Year of Marketing Transformation (MX)(B2B CMO Day) In 2025, marketing leaders face an evolving landscape where technology, data, and automation redefine strategic priorities. CMOs must navigate intensifying competition, shifting consumer behaviours, and the growing imperative for AI-driven decision-making. Factor’s latest research indicates that AI and automation are shaping marketing strategies for over 80% of organisations, with a strong emphasis on data-driven customer engagement, content personalisation, and campaign optimisation. However, CMOs cite budget constraints (32%), integration complexity (28%), and talent shortages (18%) as key barriers to maximising marketing effectiveness. The strategic deployment of AI and emerging marketing technologies can help overcome these obstacles, driving improved efficiency, enhanced brand positioning, and greater alignment between sales and marketing. Organisations that embrace AI-powered insights and automation are expected to achieve higher ROI on campaigns, deeper customer relationships, and greater adaptability in an increasingly digital marketplace. Recent advancements in AI have the potential to reduce operational costs and accelerate marketing efficiency. However, delaying adoption increases the risk of stagnation as competitors leverage new technologies for competitive advantage. CMOs must act now to integrate AI into their marketing strategies, ensuring relevance and effectiveness in a rapidly shifting environment. Discussion points: What are the top marketing priorities for CMOs in 2025? How are AI, automation, and data analytics reshaping marketing strategies? What are the biggest challenges preventing marketing teams from achieving their goals? How can CMOs leverage technology to enhance collaboration with sales and align with broader business objectives?
- The Human Cost of AI: Unmasking Bias in B2B Marketing(B2B CMO Day) AI is reshaping B2B marketing, promising efficiency and precision. But beneath the surface, unconscious biases—built into algorithms—are distorting decision-making, excluding key audiences, and reinforcing outdated systems. Inspired by Man-Made and Tracey Spicer’s powerful TEDx talk, The Lady Stripped Bare—which has amassed nearly 7 million views—this keynote reveals how historical inequalities are being hardwired into AI-driven marketing and how businesses can take action. Tracey Spicer is an award-winning journalist, author, and speaker who has spent years exposing hidden biases in industries ranging from media to technology. Her TEDx talk, one of the most-watched in Australia, sheds light on systemic discrimination, making her a leading voice in the conversation around equity, diversity, and AI ethics. Discussion points: The hidden biases in AI-driven customer profiling, lead generation, and personalisation. Real-world examples of AI failures and successes in B2B marketing and their impact on revenue and reputation. How biased data skews market insights and creates blind spots in strategy. Practical steps to audit AI tools and ensure ethical, inclusive marketing.
- Future Ready Now: AI is reshaping digital experiences. Are you ready?(B2B CMO Day) AI isn’t coming — it’s already here, and it’s fundamentally reshaping the digital experience landscape. For CMOs navigating relentless pressure to deliver growth, relevance, and differentiation, this is not just another tech trend. It’s a systemic shift that demands a bold rethinking of how we create, personalise, and engage. In this provocative and practical keynote, Jesper Broberg draws on two decades of experience across data, content, and digital delivery to unpack what AI really means for marketing leaders today. This isn’t about bolting AI onto existing workflows — it’s about rearchitecting our entire approach to customer experience. From AI-powered content creation to automated personalisation at scale, and from chatbot-first brand interactions to redefined customer journeys, the next 18 months will be pivotal. The choices we make now will determine whether we accelerate ahead — or fall behind.
- The Collective Enterprise: Expectations, ROI, and the Power of C-Suite Fusion(B2B CMO Day) In today's complex business environment, misalignment among C-suite executives can lead to significant challenges. Studies indicate that companies with highly aligned executive teams achieve 70% higher performance compared to their less aligned counterparts. Conversely, a lack of alignment can result in inefficiencies, with organisations potentially wasting up to $2.1 million annually due to ineffective processes. Join this expert panel as they delve into the critical importance of cohesive leadership. They will discuss how integrated strategies not only enhance organisational resilience and agility but also drive innovation and provide a competitive edge in addressing global megatrends. Discussion points: Leveraging diverse executive perspectives to tackle complex global challenges. Developing adaptable frameworks to meet governance, technological, and economic shifts. Fostering cross-functional alignment to drive innovation and gain a competitive edge.
- Morning Tea & Networking(B2B CMO Day - Morning Tea)
- Marketing 2025: Key Predictions & Priorities for Marketing Leaders(Executive Round Table (invite only)) In 2025, B2B marketers have fully embraced integrated strategies, combining digital and offline channels to deliver more cohesive and impactful experiences. With ongoing pressure to justify ROI and do more with less, AI continues to be a game changer, enabling teams to scale content creation, and drive greater efficiency. At the same time, there’s a strong shift towards brand retention, with leaders ensuring that brand experience is seamlessly embedded across every strategy and touchpoint. Advancements in AI-driven predictive analytics are allowing marketers to gain deeper, more accurate insights into customer segmentation, empowering them to anticipate buyer needs more effectively. This capability is leading to increasingly personalised, data-driven decisions that align with both brand objectives and ROI targets, shaping the possibilities for B2B marketing. Together with our technology partners Panelist, we invite guests to share their perspectives on the below discussion areas: Where is the Customer? Explore how to build and grow your customer base through integrated-channel marketing strategies. Navigating the B2B Customer Journey: Uncover the latest B2B marketing tech and how to use customer insights to drive growth and align with business goals. Decoding Insights from Noise : Capturing and transforming first and third-party data into insights, campaign and business success, and identifying intent-driven signals while overcoming data sprawl and silos. Generative AI (GenAI) : Integrating GenAI into your marketing playbooks, utilising it to craft personalised, data-driven customer journeys that enhance engagement and deliver unique experiences at scale. Advanced Account-Based Marketing (ABM) : Acting on intent data to deliver hyper-targeted content and personalised ABM solutions by leveraging AI.
- B2B Content Strategy in 2024 Best practices for creating content that resonates with decision-makers and influences buying behaviour.
- Customer Journey Optimisation Strategies to refine the customer journey, delivering consistent and impactful experiences.
- Driving Sustainable Growth Through Innovation How B2B marketers can spearhead innovation while balancing short-term revenue goals with long-term growth.
- Martech Stack Optimisation(Martech Optimisation) Discussion on optimising marketing technology investments for better ROI and agility in campaigns.
- Talent & Team Management in Marketing How to attract, retain, and grow top marketing talent in an increasingly competitive market.
- Metrics That Matter: Measuring Impact in B2B Marketing(Impact Metrics) Focusing on the key metrics that give a real picture of marketing’s contribution to business growth.
- Building a Brand Identity that Resonates(B2B CMO Day - Plenary) In today's competitive marketplace, a compelling brand identity is crucial for connecting with your target audience and fostering loyalty. Studies show that 81% of consumers need to trust a brand before making a purchase, and consistent brand presentation across all platforms can increase revenue by up to 23%. Join this session to discover the essential elements of crafting a strong and memorable brand identity. Learn how to develop a consistent brand voice, visual language, and messaging strategy that differentiates your brand and resonates with consumers. Discussion points: Defining your brand purpose and values. Crafting a compelling brand story. Creating a consistent brand experience across all touchpoints.
- The Human-Digital Balance: Navigating Tensions in B2B Marketing(B2B CMO Day - Plenary) Discover how to infuse human understanding and brand personality into B2B relationships at scale. This session explores the power of data to deepen customer insights, build trust, and deliver experiences that are as meaningful as they are measurable. Learn to harness brand expertise and innovation to strengthen connections and create long-term value. Discussion points: Understanding the tension - a look at the interplay between human relationships and digital interactions in B2B marketing. Finding the balance - strategies to integrate digital tools and human touchpoints. Driving growth through harmony - actionable steps to leverage technology, deepen client connections and build long term success.
- Turning a 200-Year-Old Brand into a Daily Habit: Creative B2B Marketing That Cuts Through(B2B CMO Day - Plenary) What does it take to make a 200-year-old bank part of your customers’ everyday thinking? Helen Kerr, CMO and Head of Institutional Marketing at ANZ, shares how a fresh creative approach, bold storytelling, and a shift in mindset helped reinvent the way ANZ connects with business decision-makers. This session will challenge assumptions about B2B marketing — proving it can be just as emotionally resonant and creatively daring as B2C. Discussion Points: How to make a centuries-old institution relevant to modern business audiences Shifting internal mindsets: getting stakeholders to embrace bold, creative B2B campaigns Lessons from ANZ’s most effective institutional marketing work — what worked, what didn’t Balancing brand heritage with innovation in a regulated industry
- Lunch Break - Peer Connect & Executive Roundtables(B2B CMO Day - Lunch Break)
- Inside the C-Suite: How CMOs Can Influence CIOs, CTOs, CISOs and CFOs(Executive round table (invite only)) This working session explores how enterprise buyers in tech, finance and security evaluate marketing and sales efforts — and what CMOs must do to gain influence upstream. We’ll unpack real C-suite priorities in 2025, how to align messaging, and how to support complex B2B sales motions across stakeholder groups. – What C-level execs actually value in sales and marketing – How to align with their 2025 priorities – Where marketers lose traction in complex buying groups – What best-in-class positioning looks like
- Enhancing Cross-Functional Collaboration(Cross-Functional Alignment) Discuss ways to improve alignment between marketing, sales, product, and customer success teams to drive unified business goals and seamless customer experiences.
- Brand Loyalty in a Digital World Examine how digital-first strategies and customer-centric marketing campaigns can strengthen brand loyalty and create lasting emotional connections with audiences.
- Scaling ABM for Broader Success Discuss how to scale Account-Based Marketing strategies to target a wider audience while maintaining the level of personalisation needed to drive results.
- Navigating Privacy in Data-Driven Marketing(Privacy & Compliance) Explore strategies for balancing personalisation with data privacy compliance, building customer trust while meeting regulatory requirements.
- AI-Powered Marketing Strategies(AI Strategies) Explore how AI tools and technologies are reshaping marketing strategies, from predictive analytics to real-time personalisation and campaign optimisation.
- The Future of Marketing Leadership(Leadership Evolution) Delve into the evolving role of marketing leaders in driving digital transformation, shaping organisational culture, and influencing broader C-suite decisions.
- Driving B2B Growth with Design Thinking and Cloud Innovation(B2B CMO Day - Plenary) In the fast-evolving B2B landscape, growth requires more than traditional strategies. Embracing design thinking combined with the latest cloud technologies offers a pathway to creating industry-first products and services that resonate with customers. Cloud-powered innovation can redefine customer engagement and deliver powerful results across various industries. By leveraging this combination, businesses can not only grow but lead in competitive markets, fostering deeper customer loyalty and driving transformative change. Discussion points: How design thinking can fuel innovative B2B strategies and outpace the competition. The role of cloud technologies in accelerating product development and driving revenue growth. Why traditional marketing tactics are being replaced by customer-centric, tech-driven innovation.
- The Intersection of Strategic Thought Leadership, Brand Value and B2B Marketing(B2B CMO Day - Plenary) This executive panel will bring together leading CMOs to explore how strategic thought leadership, customer engagement, and data-driven decision-making are shaping the future of B2B marketing. With 91% of B2B buyers already familiar with the vendor by the time they enter sales meetings, the landscape for effective marketing has dramatically shifted. Additionally, over three-quarters of purchase influencers consider brand awareness when deciding whether to trust an organization, highlighting its crucial role in building credibility. A significant 70% of business executives agree that thought leadership improves vendor perception, and more than half of decision-makers are willing to pay a premium for vendors demonstrating effective thought leadership. This session will provide valuable insights into how marketers can leverage thought leadership to balance long-term brand-building with short-term performance, positioning marketing as a key driver of revenue and growth. Discussion points: Explore how strategic thought leadership contributes to brand value and positions marketing as a key driver of business strategy. Discuss the growing importance of customer engagement in the digital era and how it influences trust, retention, and loyalty. Examine the role of data-driven insights in optimizing marketing performance and demonstrating clear ROI, ensuring a balance between brand-building and measurable business impact.
- Closing Remarks(B2B CMO Day - Plenary)
- End of Day & Closing Remarks + Networking Drinks(B2B CMO Day - Plenary)
Speakers
Craig Baty · VP Research & Advisory, Factor With over 30 years of C-level experience in ICT, HR, marketing, sales, operations, research, leadership, and international business, Craig is a notable tech industry leader.
Madeline Palmer · Head of Content, Research & Editorial, Factor Madeline Palmer is a seasoned media and communications professional with extensive experience across journalism, broadcasting, and content creation. Before joining Factor, Madeline worked as a broadcast journalist in a number of major newsrooms across the country. During this time, Madeline covered breaking national and international news, including the Covid-19 Pandemic, the Medibank and Optus data breaches, several State and Federal Elections, the historical AUKUS Agreement, and the wars in Ukraine and Gaza, among other stories.
Darren Adams · Director - Data & Business Enablement, Factor As Director of Data, Value Enablement and Research, Darren aligns key industry learnings with extensive data analytics to underpin the business strategies and activities. Darren works with every department in the business to ensure their operations are supported by key metrics and relevant findings, and collating our information to deliver insights to our audiences.
Tracey Spicer AM · Award-Winning Journalist, Author & Social Justice Advocate, Spicer Communications Tracey Spicer AM is a multiple Walkley Award-winning journalist, author, and social justice advocate with a distinguished career spanning more than 30 years. She has anchored national programs for ABC TV and radio, Network Ten, and Sky News. As the inaugural national convenor of Women in Media, she is one of Australia’s most sought-after keynote speakers and emcees. A champion for equality, Tracey has received numerous accolades, including the NSW Premier’s Woman of the Year and the national award for Excellence in Women’s Leadership. Her TEDx Talk, The Lady Stripped Bare, has attracted nearly seven million views worldwide. She has authored bestselling books, including The Good Girl Stripped Bare and Man-Made, and her #MeToo advocacy was featured in the ABC’s Silent No More documentary series. Tracey continues to drive change through storytelling and activism.
Brent Smart · Chief Marketing Officer, Telstra Brent Smart is Chief Marketing Officer at Telstra, Australia’s largest telco and second most valuable brand. Previously, he was CMO at insurance giant IAG where he led the creative transformation of the NRMA brand, taking it from 36th strongest brand in Australia when he joined to 5th and picking up over 100 major creative awards. He spent 20 years in the agency business, leading NZ Agency of the Decade Colenso BBDO and as CEO of Saatchi & Saatchi New York he worked on iconic American brands Cheerios, Tide and Walmart.
Helen Kerr · GM Marketing, ANZ Helen Kerr is a seasoned marketing leader with a passion for building brands that thrive amid change. As CMO and Head of Institutional Marketing at ANZ, she spearheads strategies that drive engagement, innovation, and business transformation. With over a decade at ANZ, Helen has led institutional marketing, strategic partnerships, and everyday banking initiatives—delivering customer-centric solutions and high-impact campaigns. Her leadership has shaped key collaborations with major partners like Qantas and VISA while championing customer engagement during ANZ’s COVID response. Before ANZ, Helen held senior roles at E.ON, Aviva, and in consulting, guiding rebrands, market expansions, and digital transformations. Her expertise spans brand-building, data-driven marketing, and high-performing team leadership across financial services, energy, and retail. A dynamic speaker and strategic thinker, Helen thrives at the intersection of creativity and commercial outcomes, making brands stick in an evolving landscape.
Helen McEnery · Head of B2B Marketing, Virgin Australia Helen McEnery is the Head of B2B Marketing at Virgin Australia, where she leads the development and execution of commercial and customer marketing strategies focused on driving acquisition, engagement, and long-term revenue growth. With a proven track record across B2B, B2C, and B2B2C marketing, Helen has held senior roles at leading brands including Subway Australia/New Zealand and Domain during periods of significant growth. She brings deep expertise in brand storytelling, value proposition development, lead generation, loyalty, and strategic partnerships. Known for her collaborative approach and ability to work seamlessly across cross-functional teams in agile environments, Helen combines strategic thinking with commercial acumen to deliver impactful marketing outcomes.
Rob Findlay · Head of Innovation Programs, A/NZ, Amazon Web Services (AWS) Rob Findlay leads innovation, delivery, and transformation programs for AWS across Australia and New Zealand, helping businesses develop industry-first products, services, and experiences. A passionate advocate for design thinking, he has facilitated over 150 workshops, generating more than $20M in revenue. With deep expertise across retail, supply chain, manufacturing, media, and digital businesses, Rob leverages the latest cloud technologies to drive growth. Prior to AWS, he held leadership roles at Accenture Song and DBS Bank, focusing on customer experience, product development, and digital innovation. As the founder of Next Money, he built a global fintech events platform, fostering discussions on design, innovation, and entrepreneurship. A seasoned speaker and strategist, Rob has presented to tens of thousands on customer experience and transformation. His career blends creativity, technology, and commercial impact, making him a sought-after leader in business innovation.
Melody Townsend · GM Group Marketing, Bank of Queensland Melody is a senior marketing professional with over 25 years’ experience in brand transformation, digital innovation, and data & analytics. She has worked with large organisations dealing with complex business issues across diverse industries to reinvent brand identity and develop data-driven marketing communications strategies that drive brand salience, customer experience, and revenue growth. Melody has a record of success in building and mentoring top-performing teams, driving diversity and cultural improvements, and supporting employee growth. Adaptable and a change leader, with strengths in influencing and encouraging buy-in amongst all levels of an organisation, she utilises communication, empathy, and a good sense of humour to drive collaboration.
Sulo Hardie · Vice President Marketing, APAC, SAP Concur Sulo Hardie is a senior marketing leader with deep expertise in Asia Pacific, driving brand growth and revenue through strategic innovation, high-performing teams, and results-driven execution. As Vice President of Marketing, APAC at SAP Concur, she leads large-scale initiatives, translating business challenges into actionable strategies that enhance customer experience and accelerate market impact. With over 20 years of experience, including leadership roles at SAP and IBM, Sulo has a proven track record in transforming organizations by integrating digital capabilities, evolving service models, and expanding global reach. She excels in field marketing, demand generation, and performance marketing across industries, leveraging digital and account-based marketing strategies to drive business success. Passionate about customer experience and organizational transformation, Sulo is committed to delivering measurable results through innovation and leadership in the dynamic APAC market.
Louise Cummins · Founder | CMO Top 50, The Australian Centre for AI in Marketing As an award-winning Chief Marketing Officer (CMO) and AI strategist, Louise Cummins now specialise in integrating AI-driven marketing, digital transformation, and technology into business strategies. Her goal is to bridge the gap between AI potential and ethical execution, empowering businesses to scale intelligently, personalise customer experiences, and future-proof their marketing strategies. With extensive experience across retail, finance, technology, entertainment, healthcare, and non-profit sectors, she has successfully led marketing innovation and digital transformation initiatives that deliver tangible results. Louise is a CMO50 alumna, speaker, certified coach, and Non-Executive Board Director.
Jesper Broberg · Global Vice President, Growth Markets, Sitecore Jesper Broberg is the Global VP of Growth Markets at Sitecore, with over 20 years in software and 15 in the DXP space. He brings deep expertise and a forward-looking perspective on the future of digital experiences.
Josh Heid · Founder, Panelist Josh brings with himself years of leadership experience as the driving force behind Factor and Panelist, where he has shaped the future of business strategy through his expertise in Product Design, Customer Experience, and Engineering. An innovator at heart, Josh excels in Product Design, where he combines aesthetic sensibility with functional purpose to create solutions that resonate with users and deliver measurable results. His approach bridges customer needs and cutting-edge technology, ensuring that every product is not only visually compelling but also highly effective in meeting market demands. In the realm of Customer Experience, Josh has consistently championed the importance of understanding user journeys and fostering engagement through intuitive design and seamless interactions. He has implemented frameworks that elevate user satisfaction, ensuring that Factor’s offerings remain at the forefront of customer-centric innovation. Josh's engineering mindset adds a unique layer to his leadership. His ability to translate complex concepts into actionable development processes has resulted in robust, scalable applications and systems. By integrating engineering principles with strategic thinking, Josh has driven operational excellence while maintaining a sharp focus on delivering top-tier solutions to clients. With a deep understanding of Leadership Strategy, Marketing, and Sales, Josh has built Factor and Panelist into trusted names in their industries, continuously setting new benchmarks for innovation and success.
Partners
Sitecore · Platinum Sitecore delivers a digital experience platform that empowers the world’s smartest brands to build lifelong relationships with their customers. A highly decorated industry leader, Sitecore is the only company bringing together content, commerce, and data into one connected platform that delivers millions of digital experiences every day. Leading companies including American Express, ASOS, Kimberly-Clark, L’Oréal and Volvo Cars rely on Sitecore to provide more engaging, personalized experiences for their customers. Learn more at Sitecore.com.- Panelist · Gold Panelist is the vision for easy connections. We are a movement that exits to eliminate the complexity in professional interactions and give individuals a sense of clarity behind every conversation. And we do that by giving you the power to swift through to the right conversations and opportunities. Founded in 2021, we have had exponential growth, with members and senior executives from organisations across the globe including the Fortune 500. Panelist services include: Social networking Virtual events platform Audio chat rooms Company community centers We grow rapidly and we're always on the look out for talent across engineering, product management, design, research, analytics, technical program management, operations, and more.
- Decisions · Gold
- Factor Leading market research in APAC.
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