SINGAPORE
MARKETER’S
UNCONFERENCE
Successfully held on 10th September 2024
Meeting Room – Alexander 2
The first of its kind
iN SINGAPORE
Why Participants Attended?
Because The Singapore Marketer’s
Unconference:
Turns the normal conference model on its head with a peer-driven, conversation-first approach.
Offers one of the only true community-building opportunities for senior B2B field and partner marketing execs in Singapore.
What’s an “Unconference”?
A different, better way to:
Don’t sort through a catalog of talk tracks with only vaguely relevant topics. Content has been refined based on inputs from regional marketing leaders, and participants will continue to mold the sessions live with our conversational approach, ensuring you leave with takeaways that will make an impact on your ecosystem strategy.
Who participated?
1
Senior B2B Tech marketing professionals in and around Singapore looking to meet like-minded peers and drive better results from their Field and Partner ecosystem marketing activities
AGENDA
10:00 – 10:30
Registration, Coffee, and Networking Activation
10:30 – 10:45
Welcome & BuyerForesight™ Intro
10:45 – 11:15
Keynote
Navigating the Future of Partner Marketing in the Hyperscaler Era
Moderator:
Mitch is a global sales and marketing veteran with more than 25 years of experience in technology, media, and eCommerce.
11:15 – 11:50
Panel
Partner Ecosystem: Unlocking Margin Expansion Alongside Revenue
Many partnerships boast impressive names but fail to drive measurable financial impact. Despite sizable investments, most programs struggle to quantify revenue and profit outcomes attributed to partners. Too often, returns remain captured in partner-influenced black boxes instead of actual topline or bottom-line results.
It’s time to get real and address why ecosystem potential rarely translates to tangible go-to-market and commercial value acceleration. In this session, we’ll provide a few solutions and discuss how successful companies are recasting partner engagement to demonstrable revenue expansion, customer retention boosts, and profitability gains.
Moderator:
Panelists:
Pankaj Khushani
APJ Partner Ecosystem Leader at Snyk
11:50 – 12:50
Lunch & Networking
12:50 – 13:30
Panel
Co-Marketing: Why is it so hard?
Co-marketing offers countless advantages, but that doesn’t mean it’s easy.
You’re likely facing challenges with:
- Quality Control when it comes to maintaining consistent or approved messaging.
- Campaign Alignment, where a misalignment in goals or target audience understanding leads to lackluster or even failed initiatives.
- Resource Allocation, because partnerships teams are often under-resourced, and executing campaigns requires a lot, particularly when juggling multiple partners.
In this session, we’ll explore the challenges you’re currently facing with your co-marketing efforts and discuss concrete tactics for overcoming them.
Moderator:
Panelists:
13:30 – 14:10
Networking
14:10 – 14:50
Panel
Aligning Field and Partner Marketing: Navigating the Attention Economy
Companies are now realizing field and partner marketing must evolve together. In this session BuyerForesight will share proprietary data collected from 500+ co-marketing events we hosted for clients with partners over the last 12 months. We conducted hundreds of interviews to understand the sponsors’, partners’ and attendees’ take on the value of co-marketing events.
Our findings underscore the importance of:
- Strategic partner selection and pre-planning
- Account-based targeting in collaboration with sales teams
- Presenting joint value propositions
- Following up promptly after events
- Tracking the long-tail impact of event marketing
By aligning field and partner marketing strategies, companies can more effectively capture attention, build trust, and drive long-term business growth in today’s complex business ecosystems.
Moderator:
Panelists:
14:50 – 15:30
Networking
15:30 – 16:10
Panel
Making Leadership Care About Ecosystem-Led Growth
How do you secure the executive buy-in necessary for success?
In this session, we’ll explore strategies for positioning partnerships as a company-wide asset, including leveraging internal research to:
- Gain insights into the goals of all company departments.
- Construct a unified vision that takes into account the broader organizational objectives and clearly defines the role of partners within this framework.
- Deliver results by maximizing the potential of your partnerships using that unified vision.
We’ll debate the pros and cons of this approach and more, and participants are invited to share what’s worked (and what hasn’t) in their strategies.
Moderator:
Panelists:
16:10 – 16:30
Networking
16:30 – 18:00
Cocktail Reception
PARKROYAL COLLECTION Pickering, Singapore
Discover a refreshing oasis in the heart of the city. PARKROYAL COLLECTION Pickering, Singapore’s highly awarded sustainable hotel, adds a fresh touch to urban hospitality with an array of green features including lush sky gardens and cascading vertical greenery.
Participants joined us from companies like these:
VENUE & REGISTRATION
PARKROYAL COLLECTION Pickering, Singapore
3 Upper Pickering St, Singapore 058289
This half-day networking event was successfully conducted.
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TALK TO US
About BuyerForesight
We launched BuyerForesight in 2014 to fill a gap we saw to deliver highly-qualified sales conversations for B2B tech companies increasingly selling to line of business leaders instead of IT.
Now we’re focused on helping companies build consistent sales pipelines by not selling so much. Instead we focus on creating relationships with buyers, even those who aren’t ready to buy yet.