Mumbrella Bespoke launches B2B Marketing Symposium featuring Mercer, Strategic Anarchy, Adobe and ON24

Mumbrella Bespoke has launched the B2B Marketing Symposium. The event will focus on the challenges faced by B2B marketers in 2020 and the hard skills they need to grow the brands they work for. It already includes a list of senior industry executives both local and international.

The symposium is free to attend thanks to the support of Mumbrella Bespoke partners Adobe and ON24.

International B2B marketer and behavioural science expert Nancy Harhut will keynote the event from the US, with a session around applying behavioural science to B2B email marketing.

Harhut will keynote the symposium presenting from the US

Harhut has spearheaded creative strategies for B2B and B2C clients globally including AT&T, IBM, GM Card, Dell, Nationwide, Bank of America and more, while she has led teams that have won over 175 awards for digital and direct marketing effectiveness, including Caples, Effie, International ECHO, London International Advertising Awards, and Summit International Awards.

Meanwhile, Leela Cosgrove, founder and CEO of Strategic Anarchy, named one of the top 250 fast-growth companies in the Asia Pacific region by the Financial Times, is also confirmed to speak.

Cosgrove is the founder and CEO of Strategic Anarchy

Cosgrove has also been named one of Australia’s top 25 female entrepreneurs and has worked with leading brands including Hermes and Virgin Australia. In her session she will discuss the importance of building brand identity in B2B marketing.

The session will explore the myth that corporate responsibility and accountability are something only relevant for B2C brands.

Truong will ask marketers to re-examine their relationships with agencies and the brief

In addition, Natalie Truong, Asia CMO of Mercer Capital, will present on the connection between briefing and the business case. In the session, she will challenge marketers to re-examine their relationships with agencies and the brief and take charge of their marketing budgets and ROI.

Truong is responsible for the strategic delivery of marketing across 11 regions in Asia – driving demand generation, revenue growth, and client-centric partnerships along with the Mercer brand position.

She has experience across B2C and B2B in industries ranging from professional services, financial services, superannuation, and telecommunication and has held senior positions at ANZ Banking Groups, Bank of Melbourne (Westpac), IOOF, and CPA Australia.

ON24’s Bornstein will speak from the US on driving pipeline and revenue growth

Also confirmed is US-based Mark Bornstein, ON24’s VP of Content Marketing, who will share his formula for driving pipeline and revenue growth with engaging digital experiences across the buyer journey. He will also share the key to engaging consumers via digital, optimising experiences to drive conversions, and applying data to accelerate sales.

Bornstein has over 20 years of marketing experience with leading brands including Cisco and GE Access and is the host of ON24’s Webinar Best Practice series.

The Mumbrella Bespoke B2B Marketing Symposium takes place on October 14 virtually. To register for your place, click here.


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