​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.

Building brand awareness for Shopify’s enterprise-level ecommerce offering is priority number one for newly installed head of APAC marketing, Robin Marchant.

Marketing leaders in Australia and the wider Asia-Pacific region rate growth through new offerings as a higher priority than their peers in other regions, according to Forrester SiriusDecisions’ latest global B2B CMO study, which includes North America and Europe, the Middle East and Africa (EMEA).

When Lisa Pearson joined Australian-grown BigCommerce as its global marketing chief, she faced a significant brand job spearheading the company’s push from SMB into mid-market. But heaven forbid the ecommerce software business’ staff see it as a rebrand.

Technology learning platform, Pluralsight, which was founded in 2004 in the US, recently opened its doors on a local Australian office and has its sights set on achieving big things for the region.

The CMO of tech startup, Silver Peak, has been lucky enough to be one of those few with a long career in marketing, and as such, has seen its evolution from using transparencies on projectors, to being data-driven and targeted.

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

It was while auditing NTT’s newly combined marketing function’s capabilities that its global CMO, Ruth Rowan, found 147 distinct technologies in use.

Bringing a community-driven, consumer lens to rebranding has seen B2B professional services firm, Kearney, crowdsource more than 10,000 images of staff and customers for its creative approach.

​Smart speakers are everywhere. They are on everyone’s phone, in their homes, and on every display stand this holiday period as the perfect gift idea.

According to a new study, 71 per cent of companies that invest in account-based marketing (ABM) report their return on investment is somewhat or significantly higher than traditional marketing programs.