Context consumer analysis, a B2B marketing initiative, rebranding and a fresh campaign are just some of the elements TheFork (formerly Dimmi) is using to drive Australian growth.

Here, the global CMO of CrowdStrike, Johanna Flower, outlines key ways she’s helped accelerate the company's rapid growth geographically and commercially, work that’s led to a market valuation of $3 billion and the vendor becoming a highly respected leader in the cybersecurity space.

Brand and direct response teams can no longer stand on opposite sides of the street – the two must unite to achieve modern customer cut-through, Shutterstock’s global CMO claims.

We live in a golden era of data-driven driven marketing. Data now helps with everything from discovering and enriching audiences to surfacing high-value targets and nursing them along their buyer’s journey.

How do you take a 140-year-old B2B IT company and transform its marketing? Easy, you find a startup marketing and silicon valley guru, like Ann Sung Ruckstuhl, and have her lead a transformation.

Providing exceptional customer service is often spoken of in a consumer context, but it is wise to remember business customers are people too.

Over the past 12 months, Lenovo has been on a mission to boost customer centricity, creating a discrete global CX entity of 150 people dedicated to looking at customer journeys and finding ways to improve them.

For OFX CMO, Rebecca Shears, being a marketer is often an art in holding your nerve.

​Digital is not a nirvana that stands in marketing isolation. Instead, it must be a part of an overall customer-centric culture or marketers will not achieve sustained results, Norman Disney and Young global director of marketing and communication, Ric Navarro, believes.

Alicia Tillman was only two months into her role as chief marketing officer at German-based enterprise software maker, SAP, when she found herself in front of the company’s executive and supervisory boards.

​Business software provider, Epicor, has its eyes trained firmly on the future – and the future is AI-powered technology.

​If there’s one attribute Martyn Etherington is counting on to realise his ambitious brand transformation plans at Teradata, it’s bravery.

Looker CMO, Jennifer Grant, didn’t always envision a career in marketing. In fact, she had her heart set on being an actress. That was, until she realised business - marketing in particular - was her true calling.

DC Thomson Consumer Products, parent company of Wild & Wolf and Australian-based Parragon Publishing, is on a mission to become more customer-focused as it adopts a customised e-commerce platform and pushes digital capability across its brands.

​Following the acquisition of two IT companies to expand its business offerings, Canon has launched a new brand concept after applying consumer marketing techniques to the world of B2B.

​In the 12 months prior to joining Marketo as global CMO, Sarah Kennedy was exposed to one of the most challenging moments of her career: Managing a widespread customer data breach.

Nbn Co has brought on a former Telstra group executive as its new chief customer officer to oversee its growing business division.

Deakin University’s award-winning marketing chief, Trisca Scott-Branagan, has left the tertiary education provider after three years in favour of a new role with ANZ’s Institutional Bank.

The past year has been one of extraordinary change for CUB, VP of marketing for Asia-Pacific south zone, Richard Oppy, says.

The need for alignment between sales and marketing has become obvious. But as reports show, there is still a long way to go in achieving a radical shift in thinking to achieve a more collaborative relationship.

The notion of sales and marketing as separate entities is fast becoming a thing of a past. But while there are significant benefits in closer alignment, experts agree it will require a radical shift in thinking from the executive suite before B2B businesses have sales and marketing teams that function like a single, well-oiled machine.