B2b Marketing

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.

Customer Experience Management

Study: B2B CMOs target growth through new offerings

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).

Leadership

How to apply startup marketing thinking to all organisations

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.

Leadership

5 ways for CMOs to win over the CFO

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.

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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