Telstra's Mark Buckman comes in at 66 in Appinions study of influencers
The second edition of a study conducted by Appinions on behalf of Forbes has dubbed Apple's chief marketer, Phil W. Schiller, the world's most influential CMO. The first edition of the study likewise had Schiller in the number one spot.
Schiller is Apple's senior vice-president of worldwide marketing, re-joining the company in 1997. During his time at Apple, the company has released its most disruptive products, including the iPod, the iPhone, the iPad and iTunes, as well as changed its name from Apple Computer, Inc. to Apple Inc.
The Second Annual CMO Influence Study surveyed 60 days of data between late July and late September this year, focussing on the top 500 companies in Forbes' Global 2000 Biggest Public Companies List.
Samsung's Younghee Lee, Nissan's Andy Palmer, Ford's Jim Farley and Microsoft's Tami Reller rounded out the top five.
Mark Buckman, chief marketing officer and executive director, digital content services and IPTV, at Telstra came in at number 66 on Appinion's list.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
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