In recent years, Woolworths has transformed its online capabilities to better meet the rising trend in businesses purchasing groceries.

Aruba Networks marketing director, Gregory Yatman, has been a proponent of account-based marketing (ABM) for five years, first coming across the concept while working at software integration firm, Avanade. Today, he’s spearheading ABM’s rollout within Aruba, a B2B networking technology firm that was acquired by HP last year.

Account-based marketing (ABM) is not a new concept in the B2B marketing sphere. But like many buzzwords and emerging marketing technology categories, interest has been heating up globally as marketers look for ways to better target messages and content to customers, while supporting sales teams to close ever-more complex deals.

In order to succeed in today’s fast-paced world, B2B marketers need to jointly develop a digital vision for their organisation in partnership with the CIO, Avanade’s marketing chief claims.

In order for business organisations in complex selling to not only stay competitive in the future, but to achieve growth in markets where customer needs are constantly changing, a strong marketing function that is digitally capable is a necessity, writes Veolia’s Jason Gow.

More than ever before, Australian B2B buyers are adopting digital at every stage of the customer journey, a recent report found.

US-based inbound marketing platform, HubSpot, is ramping up its assault on the Australian marketplace, investing in new offices and launching a CRM tool that significantly expands its functionality.

Optus Business director of marketing, Hayley Clarke, is leaving the telco this month to become the first global CMO for Australian-based risk management services firm, SAI Global.

Transitioning to a comprehensive marketing automation platform has not only improved how Flight Centre’s B2B brand marketing and sales teams interact, it’s also transforming content and customer engagement strategies.

In rapid-fire speech and hands waving erratically, Rachel Weiss, vice president of digital innovation, content and new ventures at L'Oreal, says nothing is more personal than what you put on your body, such as makeup. She talked up awesome new digital services, such as a virtual beauty advisor, that really tap into human emotions.

The global B2B ecommerce market is worth more than twice that of B2C. So why is it that the latter is getting all the attention?

Marketo’s new alliance with LinkedIn to unite marketing automation with LinkedIn’s professional user database worldwide will help bridge a gap between targeting prospects and nurturing leads, GE Capital’s head of performance marketing claims.

Delivering marketing ROI remains the top challenge for B2B marketers this year, while many are still struggling to capitalise on or successfully utilise new enablement technologies like marketing automation.

It's easy to forget in the face of consumer marketing's data revolution that B2B marketing has also been going through a digital and data transformation.

B2B buyers are increasingly dumping sales staff interactions for online research and purchasing but find suppliers websites less than helpful sources of information, a new report claims.

B2B marketers need to stop playing the victim and spend more time learning customer centricity from their consumer counterparts if they wish to remain relevant in five years’ time.

B2B customers are increasingly displaying the characteristics of consumers when it comes to purchasing behaviour, and rate customer experience over cost , a new report claims.

CMOs must assume the role of change manager if they’re to steer their organisations through the transformed lifecycle of the B2B buyer, an Australian inbound marketing consultant claims.

Data-driven marketing has become the catchcry for marketers striving to achieve real-time customer interactions in a world where consumers have all the brand power. But it’s those who also invest in creating an emotional link with the customer that will win.

B2B marketers are increasingly favouring video over whitepaper formats as part of their growing content marketing initiatives, an industry report has found.

Purchasing time horizon is the most valuable additional data point for B2B marketers looking to improve their lead generation activity in the SMB space, according to a new report.