B2b Marketing

Leadership

How a data stalwart is rediscovering its sass

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.

Leadership

7 lessons in embracing modern B2B marketing

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.

Leadership

Forrester CMO on the new digital marketer

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.

Digital Marketing

3 ways Booking.com is improving its B2B marketing game

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.

Strategy

Inside SiteMinder’s brand repositioning

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.

Digital Marketing

CMO profile: Navigating the ecommerce boom

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.

Measurement & Analytics

Iron Mountain's Covid-driven rebrand

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.

Digital Marketing

CMO profile: Building the growth engine during a pandemic

​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.

Strategy

Forrester SiriusDecisions debut planning assumptions to help CMOs plan in 2021

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.

What Hyundai Forklifts is doing to a lift its brand image

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.

Digital Marketing

Inside the Business Australia COVID pivot

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.

Digital Marketing

How to become a revenue focused marketer

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.

Digital Marketing

What SAP did digitally to address the COVID-19 climate

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.

Digital Marketing

A global B2B marketer’s take on coping with the COVID-19 crisis

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.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

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NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

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NetSuite to acquire Bronto's digital marketing platform for US$200m

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3 ways Booking.com is improving its B2B marketing game

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Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

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Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

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Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

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Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

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