According to a new study, 71 per cent of companies that invest in account-based marketing (ABM) report their return on investment is somewhat or significantly higher than traditional marketing programs.

Total Tools, a professional tool retailer, admits it was a little behind the eight ball when it come to marketing. But since overhauling strategy over the last two years, the company has caught up to the tune of a 1100 per cent growth in online.

“If there are two sources of truth, there is no truth.” It’s a comment that screams common sense. Yet when you look at the state of the relationship between marketing and sales teams, it’s still not often the case, agrees Salesforce SVP and GM of Pardot, Michael Kostow.

Cementing its position as a premium QSR brand and becoming the stand out pizza choice in a disrupted food delivery market lie at the heart of Crust’s brand overhaul and fresh campaign work this month.

As organisations look to compete on customer experience, it’s to be expected the people, processes and technologies supporting all touchpoints within their customers’ journeys operate more in harmony. And arguably, there are no two more important teams in this picture than marketing and customer service.

Leaders in customer experience (CX) gathered at the Oracle Modern Cloud event this week to discuss customer journeys, good CX, and how best to achieve it.

Oracle CX’s CMO, Des Cahill, is heartened to see customer experience (CX) becoming a boardroom priority for business differentiation, he told CMO at Oracle’s Modern Cloud event this week.

Marketing has become more complex and competitive with the proliferation of data and the abundance of consumer choice in the online and offline worlds. Yet its primary function remains: To communicate with consumers about products and services to meet their needs and wants.

In February this year, the UK’s Advertising Standards Authority banned two television commercials. While far from being the first ads to ever be banned, they were the first found to violate new rules prohibiting the depiction of men and women in gender-stereotypical activities.

CMO has filled our virtual sack with Christmas campaigns from the supermarket chains and big retailers to department stories and even the postal service to see how they’re sharing the message of Christmas this year. And we’ve canvassed some industry insiders and experts who share their reactions and analysis on this year’s batch of Christmas campaigns.

​TAFE NSW has become the first training provider in NSW to offer Adobe certification for students and businesses.

The recently launched Tourism Australia 'Philausophy' campaign attracted its fair share of criticism, with many arguing the word play for international audiences, particularly in non-English speaking countries, will be confusing.

Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.