Session Information:

Keynote Address: How to Align Your Marketing Strategy with Buyer Behaviour Presented by Green Hat

APAC buyers are changing the way they research, evaluate, and purchase B2B solutions. Did you know that buyers don't engage with sellers until they are 73% through the buyer journey? And that 82% of the time the seller that wins the business is the first one contacted?

To succeed in this dynamic market, you need to embrace the change and align your marketing strategy with buyers' needs and preferences. Green Hat, a marketing consulting agency that shifts the narrative for B2B businesses, will share their insights from a landmark study of 733 APAC organisations, conducted in conjunction with the 6sense research team and incorporating supporting evidence from Gartner, Bain & Company, and LinkedIn.

Join this keynote presentation to find out how to get in front of buyers sooner, engage them throughout their journey and win more business.

Session 1: Unleashing Your Leadership Potential

Join Dr. Saba Hasanie for an empowering session designed to elevate your leadership skills to new heights. Guided by her groundbreaking Biographical Dimensions of Meaning Making (BDMM) framework, Dr. Hasanie will teach you how to tap into non-conscious patterns that shape your decision-making and leadership style. Through practical tools, interactive discussions, and actionable insights, you’ll learn how to unlock self-awareness, overcome personal barriers, and harness your unique strengths to lead with authenticity and impact. With over 25 years of expertise, Dr. Hasanie offers a transformative learning experience that redefines leadership potential.

Session 2: Crisis and Issues Management

From prevention to preparation to full crisis management, how can those in professional services marketing and communications help their organisations to reduce reputation risk and manage major issues?  John McGuinness, Director, Leon Communications, and former global Head of PR at Baker McKenzie, provides his insights, and shares the stage with a senior journalist to discuss crisis management from both the communications and media angle.

Session 3: Cultivating Enduring Client Partnerships: Strategies for Growth

In professional services, strong client relationships aren’t just important — they’re everything.

Join ICON President Vivienne Corcoran and Felicity Warren, Asia Senior Business Manager at Peerpoint, for a candid fireside chat exploring how client experience (CX) is evolving, and how firms can use it to drive retention, growth and genuine competitive advantage.

Drawing on their deep industry insight, Vivienne and Felicity will unpack real-world examples of how CX is shaping service delivery, sales strategy, and client loyalty across the region. From personalising communication to using feedback and data more intelligently, this conversation will explore what best practice looks like — and what it actually takes to embed it in your firm.

Expect practical takeaways on:

• Building stronger relationships through tailored service
• The power of client feedback (when you actually act on it)
• Where CX and sales intersect — and how to make the most of it
• What metrics matter and how to prove ROI
• Understanding Client Lifetime Value (CLV) in your strategy

Bring your curiosity, questions, and a willingness to rethink how you approach client relationships.