B2B Southeast Asia Marketing Conference
9-10 September 2026, Kuala Lumpur
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B2B marketing is more important than ever
Today’s business buyers research companies long before they speak to sales. They look at your digital footprint, content, credibility, people and proof. But many B2B companies are still too product-centric, talking about features instead of building trust, relevance and demand.
The B2B Southeast Asia Marketing Conference will show how modern B2B brands can become more creative, customer-focused and commercially effective in a changing market.
Learn from leading B2B voices from Salesforce, Accenture Song, VML, Deloitte, B2B Marketing, Marketing Parrot and top Southeast Asian brands.
See real-world case studies from Malaysia, Singapore, Thailand and the wider region
Improve practical skills in account-based marketing, content marketing, LinkedIn and lead generation.
Why B2B Creativity Is Finally Having Its Moment Wendy Walker, Salesforce ASEAN
B2B marketing is no longer limited to rational messaging, product sheets and lead-generation campaigns. Around the world, the best B2B brands are using creativity to build memory, trust and commercial impact. This keynote will explore what award-winning B2B work looks like today, why creativity matters in complex buying decisions, and what Southeast Asian marketers can learn from the world’s best campaigns.
Wendy Walker is one of the leading voices in global B2B creativity and has served as Jury President for the Creative B2B category at Spikes Asia. She has seen the best B2B campaigns from across the world and understands what separates ordinary business communication from work that changes markets. Her perspective will help the audience understand how creativity can become a serious growth tool in B2B.
From Digital Transformation to Marketing Transformation
Tuomas Peltoniemi, Accenture Song APAC
B2B customers are changing faster than many marketing organisations can adapt. Digital transformation has affected not only technology and operations, but also how companies buy, evaluate vendors and build trust with suppliers. This session will look at how B2B marketing teams can become more strategic, more customer-centric and more connected to business growth.
Tuomas Peltoniemi brings the perspective of Accenture Song, one of the world’s leading digital, experience and creative transformation businesses. His work connects strategy, digital transformation, customer experience and business performance. He will offer a broader view of how B2B marketing fits into the transformation agenda of large organisations.
The Reality of B2B Marketing in Malaysia
Bob Low, Bob Low Marketing
Malaysia has a dynamic B2B market, but international playbooks do not always work without local understanding. This session will explore how Malaysian companies buy, how trust is built, and why relationships, credibility and relevance still matter deeply in B2B. Bob Low will share practical insights from the local market and highlight the biggest opportunities for B2B marketers in Malaysia.
Bob Low is a Malaysian B2B marketing consultant focused on B2B marketing strategy, LinkedIn lead generation and training. He helps businesses create stronger conversations, generate leads and turn complex topics into content that attracts attention. His session will give the audience a grounded, local view of B2B marketing in Malaysia today.
Inside a Spikes Asia Grand Prix-Winning B2B Campaign
Paul Nagy, VML
What does a truly outstanding B2B campaign look like from the inside? This session will unpack the Grand Prix-winning Soil Stay campaign for Tra Mongkut Fertilizer and show how strategy, creativity and business relevance came together. The audience will see how a specialised B2B challenge was turned into a powerful creative idea with regional and international recognition.
Paul Nagy is Chief Creative Officer, Asia-Pacific at VML and one of the region’s leading creative figures. He has worked across major markets and brands, helping companies turn business problems into memorable creative ideas. In this session, he will take the audience behind the scenes of one of Asia’s most celebrated B2B campaigns.
Singapore: How to Win in a Sophisticated, Competitive Market
Shawn Low, Green Hat
Singapore is one of Southeast Asia’s most advanced B2B markets, with demanding buyers, strong competition and high expectations for professionalism. This session will explore what makes B2B marketing in Singapore different and what regional marketers can learn from it. Shawn Low will discuss positioning, trust-building, content, events and demand generation in a market where buyers are exposed to global standards.
Shawn Low is Regional Director, Asia at Green Hat and works with B2B organisations across the region. He understands how companies in sophisticated markets make decisions and how marketers can earn attention in crowded categories. His session will offer practical lessons for any company trying to improve its B2B marketing performance in Southeast Asia.
Content That Builds Trust Before the Sales Call
Hando Sinisalu, Marketing Parrot
Many B2B companies still treat content as decoration, not as a serious sales and trust-building tool. This session will show how interviews, expert articles, research, case studies, newsletters and events can help a B2B brand become more visible and credible before buyers speak to sales. Hando Sinisalu will share practical best practices from Marketing Parrot and examples of how content can support long B2B buying journeys.
Hando Sinisalu is the founder of Marketing Parrot and an experienced B2B content, events and media entrepreneur. He has built platforms, conferences and publications focused on B2B marketing, sales and international business. His strength is turning expert knowledge and industry conversations into content that attracts the right business audience.
Trust in B2B: The Hidden Currency of Long Sales Cycles
Joel Harrison, B2B Marketing, Propolis and the B2B Marketing Awards
In B2B, buyers rarely choose vendors only because of features, price or presentations. They choose companies they believe in, people they trust and brands that reduce perceived risk. This session will explore why trust is central to B2B growth, how it can be measured and strengthened, and what marketers can do to build confidence long before a purchase decision is made.
Joel Harrison is a leading UK-based B2B marketing expert and the founder of B2B Marketing, Propolis and the B2B Marketing Awards. He has spent years working with B2B marketing leaders and understanding the challenges they face around trust, brand, demand and commercial impact. His perspective brings global B2B thinking to the Southeast Asian audience.
Building Relevance for a National Brand in a Changing B2B Market
Fiona Liao Yin Peng, Pos Malaysia
Legacy brands often have strong awareness, but they must constantly renew their relevance for modern B2B customers. This case study will explore how a national brand can communicate value to businesses in a changing logistics, commerce and customer-experience environment. The session will highlight the role of brand trust, service communication and customer understanding in B2B marketing.
Fiona Liao Yin Peng is Group Chief Marketing, Communications & Sustainability Officer at Pos Malaysia. Her perspective is especially valuable because postal, logistics and business service brands must serve both traditional and modern customer needs. She will share practical insight into how established organisations can stay relevant and useful for B2B customers.
Marketing Connectivity, Technology and Business Value
Chan May Ling, CelcomDigi
Telecommunications and digital infrastructure are critical to how modern companies operate, but communicating their B2B value is not always simple. This case study will look at how a major telecom brand can speak to business customers, connect technology with outcomes and build confidence in complex solutions. The session will explore the marketing challenge of making connectivity, digital services and enterprise solutions understandable and commercially relevant.
Chan May Ling is Chief Brand and Marketing Officer at CelcomDigi. Her experience offers insight into how large technology-driven companies communicate with business audiences. She will bring a practical perspective on marketing services that are essential, complex and highly competitive.
How Professional Services Win B2B Buyers
Dr. Narain Chutijirawong, Deloitte Thailand
Professional services firms sell expertise, judgment and confidence, not simple products. This case study will examine how consulting brands build credibility with senior decision-makers and communicate value in complex business environments. The session will explore how thought leadership, relationships and sector knowledge help professional services firms earn trust before a formal buying process begins.
Dr. Narain Chutijirawong is Executive Director, Clients & Markets at Deloitte Thailand. His work sits at the intersection of business advisory, client relationships and market trust. He will share how B2B credibility is built when the product is expertise itself.
Programme | 9 September, 2026
09:30 | Registration and morning coffee
10:00 Opening Keynote: Why B2B Creativity Is Finally Having Its Moment | Wendy Walker, Salesforce ASEAN
B2B marketing is no longer limited to rational messaging, product sheets and lead-generation campaigns. Around the world, the best B2B brands are using creativity to build memory, trust and commercial impact. This keynote will explore what award-winning B2B work looks like today, why creativity matters in complex buying decisions, and what Southeast Asian marketers can learn from the world’s best campaigns.
10:45 From Digital Transformation to Marketing Transformation | Tuomas Peltoniemi, Accenture Song APAC
B2B customers are changing faster than many marketing organisations can adapt. Digital transformation has affected not only technology and operations, but also how companies buy, evaluate vendors and build trust with suppliers. This session will look at how B2B marketing teams can become more strategic, more customer-centric and more connected to business growth.
11:15 The Reality of B2B Marketing in Malaysia | Bob Low, Bob Low Marketing
Malaysia has a dynamic B2B market, but international playbooks do not always work without local understanding. This session will explore how Malaysian companies buy, how trust is built, and why relationships, credibility and relevance still matter deeply in B2B. Bob Low will share practical insights from the local market and highlight the biggest opportunities for B2B marketers in Malaysia.
11:45 Inside a Spikes Asia Grand Prix-Winning B2B Campaign
Case Study: Soil Stay — Tra Mongkut Fertilizer | Paul Nagy, VML
What does a truly outstanding B2B campaign look like from the inside? This session will unpack the Grand Prix-winning Soil Stay campaign for Tra Mongkut Fertilizer and show how strategy, creativity and business relevance came together. The audience will see how a specialised B2B challenge was turned into a powerful creative idea with regional and international recognition.
12:15 | Lunch and Networking
13:00 Singapore: How to Win in a Sophisticated, Competitive Market | Shawn Low, Green Hat
Singapore is one of Southeast Asia’s most advanced B2B markets, with demanding buyers, strong competition and high expectations for professionalism. This session will explore what makes B2B marketing in Singapore different and what regional marketers can learn from it. Shawn Low will discuss positioning, trust-building, content, events and demand generation in a market where buyers are exposed to global standards.
13:30 Content That Builds Trust Before the Sales Call | Hando Sinisalu, Marketing Parrot
Many B2B companies still treat content as decoration, not as a serious sales and trust-building tool. This session will show how interviews, expert articles, research, case studies, newsletters and events can help a B2B brand become more visible and credible before buyers speak to sales. Hando Sinisalu will share practical best practices from Marketing Parrot and examples of how content can support long B2B buying journeys.
14:00 Trust in B2B: The Hidden Currency of Long Sales Cycles | Joel Harrison, B2B Marketing, Propolis and the B2B Marketing Awards
In B2B, buyers rarely choose vendors only because of features, price or presentations. They choose companies they believe in, people they trust and brands that reduce perceived risk. This session will explore why trust is central to B2B growth, how it can be measured and strengthened, and what marketers can do to build confidence long before a purchase decision is made.
14:30 | Coffee and Networking
15:00 Case Studies from Southeast Asia
Building Relevance for a National Brand in a Changing B2B Market | Fiona Liao Yin Peng, Pos Malaysia
Legacy brands often have strong awareness, but they must constantly renew their relevance for modern B2B customers. This case study will explore how a national brand can communicate value to businesses in a changing logistics, commerce and customer-experience environment. The session will highlight the role of brand trust, service communication and customer understanding in B2B marketing.
Marketing Connectivity, Technology and Business Value | Chan May Ling, CelcomDigi
Telecommunications and digital infrastructure are critical to how modern companies operate, but communicating their B2B value is not always simple. This case study will look at how a major telecom brand can speak to business customers, connect technology with outcomes and build confidence in complex solutions. The session will explore the marketing challenge of making connectivity, digital services and enterprise solutions understandable and commercially relevant.
How Professional Services Win B2B Buyers | Dr. Narain Chutijirawong, Deloitte Thailand
Professional services firms sell expertise, judgment and confidence — not simple products. This case study will examine how consulting brands build credibility with senior decision-makers and communicate value in complex business environments. The session will explore how thought leadership, relationships and sector knowledge help professional services firms earn trust before a formal buying process begins.
16:30 | Ends
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