Using email is vital for marketers looking to drive engagement and conversions, survey finds. B2B marketers shouldn’t underestimate the power of email. A global survey of B2B marketers has found that email is the most effective demand generation channel for both early stage engagement and driving conversions. The survey, commissioned and published by US-based website […]
How to stop your martech running out of control
As marketing tech gets more sophisticated, it offers marketers increasingly powerful ways to understand their customers. But like any tool, it can be dangerous if misused. Any marketer worth her year-end bonus knows no one gets far without understanding the customer. It’s why those trying to turn customer insights into an edge embrace their tech […]
Want incredible CX? Marketing and HR must be in lockstep
Schneider Electric’s Chris Quinn says the focus on customer centricity has blurred the lines separating the CMO and HR Director. Over the past couple of years, customer-centricity has become a central driver of every department inside every company. The emphasis for truly customer-centric organisations is on creating a positive, cohesive experience at every touchpoint from […]
Marketers not afraid of failure will win in the AI age
Artificial intelligence expert Michael Priddis discusses AI’s impact on B2B marketing, and how embracing risk is the key to success. All signs suggest that artificial intelligence (AI) will radically alter almost every profession. Promising in-depth and highly efficient data analysis, and the capacity to transform customer experience, AI has the potential to be an invaluable […]
The leaders have spoken: 11 top B2B marketing predictions for 2018
What is occupying the minds of Asia-Pacific’s top marketers?
There’s a hurricane coming, and it’s called blockchain
Never Stop Marketing CEO Jeremy Epstein says the revolutionary system will have the same power and influence as the internet itself. APAC B2B marketers have been warned that they had better start understanding the impact of blockchain technology because it will soon change “everything”. US expert Jeremy Epstein, who has created the world’s first Blockchain […]
The key audience B2B marketers often ignore
Marketers often fail to know what motivates their most important clients, says NAB’s Suzana Ristevski – their own executives. “Understand your audience” is a foundational concept of marketing. It’s so simple it often goes unsaid, and so critical that it’s often taken for granted. But while marketers try to establish themselves within a business, they […]
Beyond technology: Atlassian makes its move
Atlassian CMO Robert Chatwani spent much of his career at eBay, and sees surprising similarities between the two global businesses.
Why MYOB’s brand transformation will never end
Marketing boss Natalie Feehan on how the financial software company has remade itself, and what it must do next. Natalie Feehan’s brief when she started as Executive General Manager, Group Marketing, at business management software MYOB was nothing less than a total brand transformation. Having spent much of her career working in the real-estate industry, […]