Marketing Strategy

Digital Marketing

Why Marketo’s CEO is predicting the martech bubble will burst

There’s a pin coming to pop the martech and adtech bubble, according to Marketo CEO, Steve Lucas. And it’s going to be platforms focused on engagement and integrated revenue generation, over adhoc experience apps and execution engines, that will feel it least.

Digital Marketing

How video production is helping Xero attract and retain customers

From his studio in Auckland, Pat MacFie leads a team of video professionals that would put some independent production houses to shame. But he's not running an independent video production house. Instead, his group is part of an internal marketing agency producing content to help attract and retain customers for the online business software maker, Xero.

Digital Marketing

World Vision hires its first CMO

World Vision has recruited Officeworks former CRM and digital marketing leader, Teresa Sperti, as its first chief marketing officer in a bid to ramp up digital investment and deepen ties with its supporters.

Digital Marketing

What's driving The PAS Group's customer engagement success

It’s been some years since every brand on earth decided it desperately needed an app to a forge a ‘meaningful’ connection with its loyal consumers. But with many of those apps now neglected or forgotten in the back folders of consumers’ phones, can apps still create a connection between the brand and its consumers?

Digital Marketing

4 things B2B marketers are doing to help drive customer centricity

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.

Digital Marketing

CMO interview: Why Box's marketing chief is rewarding staff for failing

The first thing you notice when you start talking to Box CMO, Carrie Palin, is her knowledge of digital marketing and the way technology and data can facilitate how a business finds relevance, scale and growth. But surprisingly, it was Palin’s passion for building her team and a familial culture that rewards failure as much as success, along with her commercial attitude and belief in the strategic role CMOs must play today, that really captured our attention.

Digital Marketing

Exclusive CMO interview: Where Oracle is heading with AI in marketing

It’s official: Oracle is joining the throng of marketing and enterprise technology players jumping aboard the artificial intelligence bandwagon. We chat with the vendor's group product management lead for Marketing Cloud, Steve Krause, about what it means, where AI in customer experience is headed, and what it all means for CMOs.

Digital Marketing

How these CMOs are making marketing 3.0 a reality

Connecting organisational dots, cutting through complexity and removing corporate hierarchies are just a few of internal changes CMOs are tackling in order to bring the next generation of marketing into their enterprises.

Digital Marketing

Marketo CEO: Ditch the volume game, focus on value

Marketers are in an arms race against the “finite attention spans” of consumers and must put value over volume if they want to avoid diminishing digital marketing returns, Marketo’s chief executive claims.

Digital Marketing

Autodesk, Hakkasan, AWS, Hootsuite share engagement strategies

Adopting metrics that reflect what matters most to the customer, learning from social moments of truth and ensuring your marketing approach pivots on value are some of the ways senior marketers are striving to listen, learn and inspire customers.

Digital Marketing

CMO interview: Sponsoring a new way to brand engagement at CMC Markets

Sponsoring sporting teams to boost your brand image can seem like a great idea when the team you back is winning. Less so of course when their fortunes turn. But for independent financial services provider, CMC Markets, supporting the NSW Waratahs Super Rugby team has helped align the company with a key customer segment and shared values in the Australian market.

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

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STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

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Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

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Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

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Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

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