​Following the acquisition of two IT companies to expand its business offerings, Canon has launched a new brand concept after applying consumer marketing techniques to the world of B2B.

​In the 12 months prior to joining Marketo as global CMO, Sarah Kennedy was exposed to one of the most challenging moments of her career: Managing a widespread customer data breach.

Nbn Co has brought on a former Telstra group executive as its new chief customer officer to oversee its growing business division.

Deakin University’s award-winning marketing chief, Trisca Scott-Branagan, has left the tertiary education provider after three years in favour of a new role with ANZ’s Institutional Bank.

The past year has been one of extraordinary change for CUB, VP of marketing for Asia-Pacific south zone, Richard Oppy, says.

The need for alignment between sales and marketing has become obvious. But as reports show, there is still a long way to go in achieving a radical shift in thinking to achieve a more collaborative relationship.

The notion of sales and marketing as separate entities is fast becoming a thing of a past. But while there are significant benefits in closer alignment, experts agree it will require a radical shift in thinking from the executive suite before B2B businesses have sales and marketing teams that function like a single, well-oiled machine.

It was while selling B2B services at Google in the US that Chris Rothstein and his colleagues first started to see how broken a sales process could be.

Rising expectations around customer experience is a common topic of conversation among consumer-facing brands. But as consumers come to expect faster delivery, greater personalisation and a more enjoyable overall purchasing experience, even the far reaches of the B2B industrial sector is starting to notice the difference.

Creating new roles and cross-functional teams, developing customer narratives, ramping up investments into data science teams and martech – these are just a few of the big steps marketers from Juniper Networks, Dell, Wells Faro and Blackrock say their organisations have taken to become more customer experience oriented.

Marketing automation may have helped reduce the gap between sales and marketing teams, but it’s also causing many marketers to think too linearly about their customers, according to Domo’s VP of marketing.

Vocus has experienced unprecedented growth over the past two years, rising from a $500 million market cap business to $5 billion thanks to its acquisitions of Amcom and M2.

Oracle Data Cloud has launched a new B2B audience data marketplace aimed at making programmatic and data-driven B2B marketing easier.

It's difficult enough for marketers to stay on top of the latest data about consumers, but reaching the right people in the B2B world presents a whole host of new challenges.

Recent studies show 87 per cent of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but fewer than one in five can clearly prove and demonstrate social media ROI. I believe it's because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer journey.

Rapid advances in technology and digital have transformed customer expectations at a consumer level, but they’re also placing pressure on B2B marketers to be more agile and innovative.

Getting your global business to embrace digital transformation isn’t always easy. But the Australian marketing team at B2B brand, Linde Material Handling, has managed to do just that after taking the plunge and overhauling its digital marketing approach.

B2B brands can build customer love and loyalty but they’ll need to shift the focus from price and quality to purpose, relevance and experience to get there, Mercer’s customer chief claims.

CMO of digital technology services company Mindtree, Paul Gottsegen, has spent 30 years as a marketer, earning his stripes with the likes of Compaq, Dell, HP and Infosys. Upon joining Mindtree two-and-a-half years ago, he was tasked with transforming the brand and go-to-market strategy of the Indian-headquartered integrator,

Seven marketing technology vendors have come together to launch the Account-Based Marketing (ABM) Leadership Alliance aimed at helping B2B marketers with their targeted accounts strategy.

Human-centred design, behavioural science and customer journey mapping are just some of the tools B2B brand, Kimberly-Clark Professional, is bringing into play in order to improve the experience for its customers.