Cmo Council

Leadership

Survey: Marketing and PR alignment a must for success

Brand leaders are looking for better integration between public relations and marketing as COVID-19 has increased the importance of delivering cohesive messaging, according to the CMO Council’s latest report.

Digital Marketing

Why content marketing can make the difference amid the COVID-19 closures

With events and roundtables being cancelled in all industries across the globe in the wake of COVID-19, and no indication when they may be able to start up again, content marketing is going to be vital for lead generation. However, according to a new report, only 12 per cent of marketers believe their content marketing programs target the right audiences with relevant and persuasive content.

Digital Marketing

The top 6 content challenges facing B2B firms

No matter how much you believe in the benefits of content or are committed to creating a content strategy, it can be a struggle to execute a successful content marketing approach. In working with a variety of B2B firms across a range of industries, I’ve discovered six common challenges facing marketing professionals and executives when it comes to content marketing.

Digital Marketing

​CMO Council: Marketers are struggling to personalise

Marketers looking to deliver exceptional customer experiences are increasingly turning to personalisation. But a new report has found most are still struggling to deliver, with less than three in 100 boasting the single customer view needed to turn discrete marketing activities into ongoing, targeted customer engagements.

Digital Marketing

Thinking big data for marketing? Get small data right first

Ah, big data. It’s hyped as the panacea for everything from identifying new market opportunities to personalising one-to-one conversations with your customers and supercharging your social media program. The problem? Most companies do not use their small data well across many functions, including marketing.

Leadership

The chief marketer of 2016

What will the future of marketing and the role of the CMO look like in 2016? What marketing tools will be employed? How will marketing metrics be applied? Will data-driven marketing fulfill its potential?

Brand creation: It’s just a name…or is it?

Creating a name for a new brand—either a company or a product—is an exciting venture. You are preparing to attend the very birth of what will hopefully become a profitable and dynamic force in the market.

Leadership

Five things marketers can learn from designers

Indra Nooyi, CEO of PepsiCo, hired Mauro Porcini to serve as the company’s first chief design officer. The goal: To help Pepsi grow its core brands. Likewise, venture firm, Kleiner Perkins, wooed designer John Maeda to become the firm’s design partner. So why are highly successfully companies putting top-notch designers in key leadership roles?

Leadership

Why marketers hold the keys to the competitive kingdom

Business has changed significantly during the past few decades, fuelled by low cost and ubiquitous communications technologies. Innovation has been layered on top of innovation, irrevocably altering human behaviour and causing seismic shifts in business philosophy, practices and careers.

Leadership

B2B marketers need to stop playing the victim

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.

Featured Whitepapers

State of the CMO 2020

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

State of the CMO 2019

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

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Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

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