Lidia Lal is Regional Marketing Director, APAC for Finance and Spend Management at SAP, where she leads go-to-market strategy, integrated marketing, demand generation, and account-based marketing initiatives that drive pipeline growth across the Asia Pacific region. With more than 25 years of experience spanning enterprise technology leaders including SAP, Udemy, Blackbaud, Experian, Oracle, and Hewlett Packard, she has built a reputation for delivering data-driven marketing strategies that accelerate business growth. An award-winning marketer and passionate mentor, Lidia is a recognised voice on ABM, AI-powered marketing, and revenue-focused marketing leadership, regularly speaking at industry conferences and supporting the next generation of marketing professionals.