Quick thinking to pivot a series of physical events to virtual to build partner pipeline has certainly seen Nutanix’s head of marketing, Amber Watson, earn her stripes as an adaptive marketing chief this past year.

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.

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.

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.

Breaking down data systems and silos, walking in the shoes of your audience and committing to continuous improvement are providing the foundational marketing blocks for how Booking.com manages relationships with its complex network of global partners.

While grounded planes and shuttered hotels were stark visual symbols of how the global coronavirus pandemic hit travel and tourism, what wasn’t so obvious was the impact on technology platforms that support the industry.

Rapid uptake of ecommerce was an inevitable outcome of the events of 2020, and naturally, those companies that supplied the picks and shovels of the digital goldrush were among the biggest winners.

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As the COVID crisis revealed the critical need for businesses to have a strong digital strategy in order to evolve and meet new demands, Iron Mountain knew the time was right for a rebrand.

Always-on, ‘phygital’ event models are set to become the norm as brands learn from the experiences of 2020 and re-evaluate their approach to client engagement long-term, Infosys VP global marketing, Navin Rammohan, claims.

​It’s a process Maria Robinson has applied to every new role she’s held as a marketer since cutting her teeth in the dotcom era: The no-fly zone. And it’s one that’s particularly useful when you’re the first CMO appointed to a company like Nitro, looking to ride the rapid growth opportunity presented by COVID-19.

Planning, embracing change and transforming familiar approaches will be critical to success for B2B leaders, according to Forrester's SiriusDecisions research team​. And leaders across the revenue engine will need to accelerate the shift toward digitisation, buyer-centricity and customer obsession.

Nurturing SMEs through the COVID-19 crisis and recession using a combination of technology, customer insight and content are the cornerstones of growth for Employment Hero’s marketing director, Tasman Page.

It’s been 35 years since Australian motorists first started saying ‘hi to Hyundai’. But while the massive Korean manufacturing conglomerate has done an amazing job of building recognition as an automotive brand, some of its other its other products are not so well recognised.

Despite the COVID-19 crisis and subsequent clampdown on conferences and seminars, lead generation still needs to come from somewhere.

When COVID-19 hit, Business Australia was days away from launching its planned ‘In the business of better’ messaging, forcing it to drop the planned campaign and instead prioritise business support and survival as the country went into lockdown.

Somewhere between 30 and 40 per cent of revenue is spent on sales and marketing in an organisation, but a significant part is just wasted, Adobe principal solution consultant, Kieran Franklin, said at this week’s Adobe Experience Makers Live virtual event.

SAP’s head of marketing A/NZ, Rushenka Perera, is a big believer in brand building in a time of downturn and crisis. Why is why she’s committed to brand-led activities during the COVID-19 pandemic.

As an energy wholesaler, Jemena is one step removed from electricity and gas users. But wanting better visibility of customers, the B2B company decided to adopt an entirely new customer experience (CX) platform.

B2B marketers must adapt to the shifting sands the COVID-19 crisis has presented them by shifting the brand message from one of product and service capability to one of how they’re helping the community solve an immediate pain point. Unfortunately, too many are still pushing sales or self-serving messages.

​Marketers should be proud of the varied skills and experiences they bring to the executive table, former marketer and now CEO of BarBooks Australia, Morag Latta, believes.