Brands need to be in the business of hope and community if they’re to truly foster trust with their customers in this new world of Covid-normal, says Salesforce’s global chief marketing officer.

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.

Chief executives of emerging companies are looking for marketing and sales leaders to not only work together seamlessly to drive growth and revenue, but also base efforts on a shared view of the entire buyer journey.

Ever-sophisticated use of intent data and predictive intelligence, along with a stronger emphasis on marketing’s contribution to revenue, are firmly in the sights of Boomi’s marketing chief as she looks to fuel growth at the tech vendor.​

Relationship building, curiosity, a high threshold for change and positive mindset are vital attributes marketing leaders look for when they recruit for regional marketing teams.

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.

Flexibility and agility are top of mind for Schneider Electric marketing leader, Chris Quinn, as he takes the reins for marketing across the East Asia and Japan regions.

All the latest martech and adtech news from Salesforce, AWS, Progress, DoubleVerify, Rocketlane, Contentsquare, Vungle, Introhive and Uberall.

It’s organisations boasting strong alignment between marketing and other functions – especially the CIO - that are going to get the great things done that matter most to the bottom line.

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.

All the latest martech, customer and adtech news from 6sense, Acquia, Neustar, Tableau, Impact, Outbrain, Blippar and ActionIQ

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.