B2b Marketing

Strategy

How Humanitix uses martech to drive personalised engagement at scale

Adopting marketing technologies often goes hand-in-hand with a desire to automate communications and customer engagement. But for the team at Australian ticketing platform provider, Humanitix, seamless integration of CRM into every step of its operating model has delivered capability to provide a human touch at scale.

Leadership

How this CMO brought B2C and B2B marketing teams together

It’s a truth increasingly acknowledged that human beings only have a finite amount of decision- making power in any given day. And it’s minimising the mental cost of switching from B2B to B2C decision making Zai global CMO, Andrea Linehan, was keen to avoid when she set out to orchestrate a global rebrand bringing two such teams together.

Leadership

Building a startup brand: How this marketer is bringing new agtech to life

Building a global brand stretching across a B2B value chain and matrix of industry stakeholders through to the grocery store shelf is a challenge in itself. Throw in a completely new technology, the promise of significant sustainability gains, an indirect product sales model and the global pandemic, and it’s an even more dynamic, challenging task.

How this Aussie tech startup is planning to build a brand

The history of Australian technology innovation is littered with great research-based tech breakthroughs that fail to grow into sustainable global businesses. For every ResMed and Cochlear there are hundreds of others that almost no one has ever heard of.

Leadership

What this CMO is doing to schedule a new marketing approach

For someone who claims no natural affinity with scheduling, it’s surprising Brett Chester finds himself in the role of CMO for a fast-growth technology company focused on making rostering easier. But it is through his own career experience Chester says he has developed an understanding of the client base of his company, Australian-born Deputy, and the pain scheduling can bring.

Leadership

7 lessons in orchestrating a B2B2C rebrand

On 6 September, Brightstar officially takes the wrappers off its comprehensive rebrand to Likewize. The massive effort is designed to showcase the global company’s transformation from mobile phone distribution to a broader technology protection and services provider. Here, its CMO shares the key steps taken by him and the Brightstar team to orchestrate the rebrand, and hefty learnings along the way.

Leadership

How a data stalwart is rediscovering its sass

An irony of the data age is that while it is mostly B2C brands lauded for their data prowess, the companies supplying them with analytics tools tend to be B2B. And for this latter group, that means they don’t always get the bask in the glory of what they enable.

Leadership

7 lessons in embracing modern B2B marketing

Brand reinvigoration has sat top of the agenda for Epicor’s global chief marketing officer, Paul Stoddart, since taking up the reins just over 12 months ago. But rather than fall into the trap of traditional B2B marketing, Stoddart has set up a distinct playbook for how he’s approaching the task.

Leadership

Forrester CMO on the new digital marketer

Brands and marketers now have to find ways to engage in social justice discussions, from Black Lives Matter and racial unrest to consumer demands for sustainability, whether they want to or no, says Forrester's chief marketing officer.

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Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

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