The next B2B marketing leaders must be comfortable around technology, says IBM’s Susan Jain.
How content plays cupid for sales and marketing
Content marketing is the best way to foster alignment, new research says. Content marketing could well be the glue that helps B2B companies bring their sales and marketing teams closer together. Research by the Content Marketing Institute (CMI) and LinkedIn shows that businesses with marketers “highly aligned” with their sales teams were much more sophisticated […]
Digital future for oil and gas industries
A blueprint developed in the Asia-Pacific aims to transform traditional energy companies.
5 ways your company can think like Atlassian
Atlassian’s Dominic Price shares the approaches and thinking that have been critical to the enterprise software company’s success. When it comes to remarkable business stories, Atlassian’s is right up there. It has experienced hyper-growth on limited budgets to establish itself as a real global player. Dominic Price, Atlassian’s Head of Product Development, R&D and Work […]
Mark Phibbs: Cisco’s chief change officer
APAC marketing leader on his mission to shake things up at B2B tech giant Cisco.
How to report the right stuff (not fluff) to management
Marketers need to show the right metrics to influence the C-suite, says Xero’s Penny Elmslie. Penny Elmslie says she isn’t offended easily. But the Small Business Director and marketing head for accountancy and payroll software business Xero remembers one time when she was taken aback. “I’ve been around for a while, and one of the […]
Title fight: who owns martech – marketing or IT?
CMOs must take control of an unruly martech stack or the tech team might take charge.
Marketers will soon be swimming in data
Budget allocation for marketing analytics set to triple, CMO survey finds. Businesses are expecting to soon triple their investment in marketing analytics, according to forecasts in a major US study. The CMO Survey by Deloitte released in February 2018 showed that US businesses across a range of sectors plan to devote 17.3 per cent of […]
Unlocking the technology driving Ansarada’s next big deal
Fintech company Ansarada’s revolutionary software helps businesses in major transactions: now it’s looking for growth opportunities itself. Most B2B businesses don’t get the chance to boast how it has forged its own product category, but Ansarada can. Ansarada’s cloud-based “data rooms” prepare businesses for significant events, such as takeovers, fundraising activities, acquisitions or public listings. […]
Tourism Australia embraces data to create the best content
How a scientific approach to creating stories has been valuable for local tourism bodies and businesses. Tourism Australia (TA) has one of the easiest jobs in marketing – enticing people to visit and spend money in one of the world’s most popular and attractive countries. The government organisation works with state and territory tourism bodies and […]