Leadership News, Features, and Interviews

If you want to make your way to the top in business, it pays to play to your strengths. That has certainly been the plan for Intel’s MD and former marketer, Kate Burleigh, although the starting point for her journey up the executive ladder was an unusual one.

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.

Enterprises like Sears, Starbucks and Harvard are hiring Chief Digital Officers to help monetise digital content, better connect with customers and drive their businesses forward. But does every company need one?

Iconic motorcycle brand Harley-Davidson is celebrating its 110th year in business. Australian marketing chief, Adam Wright, shares out how digital and social are helping it engage an increasingly diverse target customer market.

Premium milk producer, A2 Corporation, has appointed former Campbell Arnott’s marketing leader, Susan Massasso, as its first chief marketing officer.

Fostering a customer-centric culture begins with the CEO and should penetrate every staff member’s performance goals whether you’re a B2C or B2B focused organisation, according to one customer expert.

An early focus on customer experience with the help of his grandfather has helped Matt Ball immensely as he transitioned through a series of marketing roles to MD of BlackBerry A/NZ.

What does it take to be a digital CMO? According to new research from analyst group, Gartner, success comes down to a host of factors including strategic campaign investment, staff skill sets, consistent customer experience and telling the right story with the help of data analytics.

Technology has disrupted all walks of life and business. How can then the business of marketing remain untouched by the waves of disruptive technologies?

A well-articulated leadership vision and employee engagement lie at the heart of customer experience and brand success, according to the founder of Australia’s RedBalloon and well-respected entrepreneur, Naomi Simson.

Whether your brand is virtual or physical, technology is the core differentiator and those with the best digital platforms will win the battle for customers’ minds and hearts, Commonwealth Bank’s outgoing CMO, Andy Lark, claims.

Digital is not just a strategy but actually reshaping business by disrupting the way Australian organisations innovate and interact with customers, Deloitte Australia’s digital leader claims.

There are some organisations that pay lip service to data analysis, and there are others that live by it. Australia and New Zealand employment site SEEK, is definitely the latter.

Customer propensity modelling is the next gold mine for marketers and is already becoming a reality for Australia’s largest female fashion retailer, Specialty Fashion Group, thanks to its growing data analytics capabilities.

ASX-listed Jetset Travelworld Group (ASX:JET) has recruited Kim Portrate as chief marketing officer (CMO) to help manage the group’s brand and customer transformation.

The first global marketing chief at cloud-based accounting software provider Xero has highlighted culture and embracing the brand’s ‘alternative’ position with small businesses as key to his success.

Big Data-as-a-Service offers quick, inexpensive, targeted analytics. The information is coming in fast, at high volumes, in a variety of formats. It's too much for human beings to handle – it's a job for big data analytics.

The economic shift from transaction-based purchasing to subscription models has huge implications on how marketers interact with their customers, as well as perform their role as business leaders, Zuora’s CMO claims.

Big data analytics are being increasingly infiltrating Australian businesses but more than half claim their attempts to leverage such information to improve customer experience have failed, a new report claims.

For decades, IT vendors have offered small 's' solutions that were really bundles of hardware, software and services that they wanted to sell regardless of what customers actually needed. Now firms such as Dell, IBM and EMC are using analytics to help customers decide which products are best for their needs. Oracle, HP and others struggling with big 'S' solutions may get left behind.

There are many ways to connect with customers, but which ways are the most effective? Business owners and managers as well as customer relationship experts share their tips on how and where to best engage with existing and prospective customers.