CMOs must assume the role of change manager if they’re to steer their organisations through the transformed lifecycle of the B2B buyer, an Australian inbound marketing consultant claims.

CMOs must start embracing a systems-based marketing approach and invest in content and data excellence if they’re to transform their organisations to meet the buying cycle of today’s customer, IDC’s lead CMO analyst claims.

Content Marketing Institute (CMI) founder, Joe Pulizzi, is one of the world’s leading experts on effective content marketing. He shares some dos and don'ts with CMO.

Content marketing is the hot area of investment for marketers both in the B2B and B2C space. We asked CMOs and content producing experts to share their experiences with content marketing in an increasingly fragmented and real-time world, and their dos and don’ts when it comes to telling a story.

B2B marketers are increasingly favouring video over whitepaper formats as part of their growing content marketing initiatives, an industry report has found.

Purchasing time horizon is the most valuable additional data point for B2B marketers looking to improve their lead generation activity in the SMB space, according to a new report.

The team at US-based crowd control solutions company, Lavi Industries, has compiled a new infographic looking at the 10 essential elements businesses need to improve customer satisfaction in a queue.

B2B marketers have become obsessed by content marketing, but their approach is largely mediocre and isn’t changing the customer’s behaviour enough to move the commercial needle, an industry advisory group claims.

Business buyers continue to give vendors poor marks for value and trustworthiness when it comes to their online content, a new CMO Council survey claims.

Content marketing may be the hot area of investment for marketers, but most organisations are still failing to address their activities either strategically or tactically.

More than half of digital marketers spend less than five per cent of their budget on optimisation activities despite growing signs these lift customer conversion rates, a new report claims.

In the second of CMO’s series on marketing chiefs at fast-growing companies, we talk to Andrew Sinkov, VP of marketing at apps producer Evernote, about why customer ambassadorship is key in its communication strategy.

More than two-thirds of adults trust brand or product recommendations from friends and family but are suspicious of brands served up through website and text-based advertising, a new survey claims.

Marketers in the B2B space can learn a lot from their consumer counterparts when it comes to customer analytics, even if the tactics employed by the two sides differ, Sophos’ CMO claims.

A new study has found 96 per cent of Australian marketers are using content marketing to reach out to customers but just 29 per cent are happy with its effectiveness.