Marketing can’t just be about classical marketing principles today, it has to have a higher-level purpose and be the glue adhering an organisation together, HCL’s Arthur Filip believes.

Investment in an account-based marketing (ABM) strategy and tech is enabling digital intelligence platform vendor, FullStory, to attract and boost new enterprise-grade client engagement by upwards of 75 per cent.

Salesforce has identified the top five B2B marketing trends for 2019 at its Connections conference in Chicago this week, as well as launching new Einstein AI enhancements to Marketing Cloud.​

Aligning sales and marketing teams and securing executive buy-in are arguably the hardest parts of adopting an account-based marketing (ABM) strategy, Aprimo’s global demand generation and ABM marketing leader says.

The enterprise software industry emerged in the 1990s as an attempt to bring standardisation to business processes and fast-track outcomes for clients. But in an era where personalisation of experiences is now critical, software makers are having to rethink how to bring flexibility back into these products.

Australian payments company, Afterpay, is one of the relatively few tech success stories this country has produced. And it’s through a consistently stable yet increasingly diverse approach to mobile and Web capability that the business is capitalising on growing international consumer demand, its chief product officer says.

​Imagine standing on the podium at the New York Stock Exchange about to ring the bell to take a start-up public, something a woman has not done for over a decade, with your 13-year-old daughter standing next to you.

B2B brand marketers are recognising the difference content can make to the bottom line, but few are clear on how to execute it.

Aiming for bigger and better digital experiences could well be a double-edged sword for marketers and in fact lead to poorer experiences for customers, Riverbed's CMO says.

Streamlined and more visible processes, rapid-fire campaign delivery and a highly motivated and valued marketing force are just a few big wins for Westrac since bringing on a new marketing operations management platform.

More than $60 million in student value and 110,000 highly qualified leads are just two highlight wins for educational promotional body, Education New Zealand, after undergoing a digital marketing transformation.

​Account-based marketing is front and centre for Marketo under its new owner, Adobe, and the group is claiming a world-first on conversational ABM to prove it.

Few startups take on a marketing executive at inception. The focus on product development and driving immediate sales revenue tends to soak up whatever cash the founders have got their hands on.

A real-time customer data engine and platform, Customer Experience cloud improvements, a new Commerce Cloud and integration of Marketo into Marketing Cloud are among Adobe’s latest efforts to deliver the customer experience management vendor of choice to enterprises.

SiteMinder’s new chief marketing officer, Mark Renshaw, has always had a rather visceral reaction when people say ‘best practice’ marketing – and not in a good way.

​While marketing a product to developers may be different in many ways, there are many similarities, says the CMO of Twilio, Sara Varni.

It was a rebrand challenge two-a-half years and one arguably large misstep in the making. Following the acquisitions of AOL in 2015 and Yahoo in July 2016, US-based telco giant, Verizon, set out on a mission to unify and rebrand its media, adtech and Internet properties as one global offering. The resulting ​umbrella entity, Oath,​ was officially unveiled in June 2017 at Cannes.

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.