Now in its fourth consecutive year running, APAC’s largest B2B marketing conference that draws CMOs and marketing leaders from all walks of life came to discuss revenue, growth, brand, leadership and personal career advancement was held in Sydney over two days at Dolton House Jones Bay Wharf. It was a hugely successful couple of days where over 350 B2B CMOs and marketing leaders networked and collaborated over the latest strategies, technologies and leadership techniques for turning their marketing departments into revenue generating machines.
This event provided the chance to gain practical learning and skills, opportunities to network and connect with other marketers within your industry with the same challenges and questions as you. This year was bigger and better and notably took on previous year’s feedback to make it the best B2B conference experience for every returning and new delegate. There is no other place where you can receive this kind of education and training from experienced CMOs and successful marketing leaders.
The days consisted of industry and topic focused group sessions that each attendee had the freedom to choose from to make the experience more relevant to their current challenges and areas of interest. Each discussion table was carefully moderated by a B2B marketer such as our own Managing Director at McCorkell, Karen Powell. Karen moderated Pam Cass’s from VMware session on building high performance teams, in which she shared her own story, posed questions to the table and gave delegates the opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers.
The main discussions focused on industry verticals such as banking, financial services & insurance, IT and software, manufacturing and construction, professional services, big contracts businesses and very small teams and budgets.
This year ensured a key focus on small businesses with smaller budgets and teams. A few highlights of the event included a fabulous discussion held by Ljubica Radoicic, APAC CMO at Hexagon who is a trailblazer for creating a marketing revenue engine with limited resources. She shared how she’s changing the “cost-centre” role and perception of marketing to a genuine revenue driver. Another fantastic discussion was with Eva Ross, CMO and first Australian employee of Airbnb about how to market at hyper-growth start-ups. There was also had extremely collaborative SMB Round Table Discussion hosted by Kelly Chapman who, after spending 4 years with ASX listed NEXTDC joined the much smaller team at Genie Solutions sharing how she allocates her limited resources effectively and efficiently.
McCorkell had a special involvement with this year’s B2B event as we not only sponsored but also assisted through our incredible Events Team who were onsite managing speakers, food & beverage, venue management and ensuring the production schedule ran smoothly. McCorkell hosted two coffee carts that were a mega hit with delegates and staff over the two days. We were able to track delegates through our lead generating devices and connect with delegates over a hot brew or two of coffee during each of the sessions breaks throughout the day. The coffee carts were a super interactive branding exercise and a great opportunity for our account managers to network with delegates and educate them about what working with McCorkell will bring to their company.
Overall, the event as a whole was a tremendous success and delegates have highly applauded and recognised McCorkell’s significant contribution to such an inspiring and impactful event for all B2B marketers and future leaders of the industry. Just as Emma Roborgh, the founder of the B2B Marketing Leaders Forum, highlighted as “CMOs and marketing professionals we need to constantly look to differentiate our marketing and look ahead to see what marketing trends are worth exploring, experimenting with and adopting” all to help grow our businesses and stay relevant as modern marketers.
Written by Jessica Sutherland