Linden Brown from MarketCulture Strategies explains the importance of valuing the businesses that buy from you. Want to know the real reason customers leave you? You might be surprised. Often, it’s not the product or the processes. Up to 70 per cent of the time, it’s down to the service they receive. “The research is […]
B2B content must loosen its tie and have more fun
LinkedIn’s Jason Miller on what B2B content marketers can learn from their B2C cousins. As LinkedIn’s global group manager for content and social media marketing, Jason Miller knows about using content marketing to reach businesses. But as he started his career on the consumer side, working for Sony’s music arm, he thinks B2B content marketing […]
How marketers can build influence and gain a stronger voice in the C-suite
Thomas Barta, the author of 12 Powers of a Marketing Leader, says marketers need to become revenue champions. No-one wants to sit at the kids’ table. But marketers risk being locked out of the adult decision-making process if they don’t step up and prove their team is a revenue centre. Recent research by marketing leadership […]
How marketers can use data as a weapon
Lenovo Asia-Pacific CMO Nick Reynolds explains why intelligent analytics create a competitive advantage. Dressed in the casual business attire of a modern marketer, Lenovo Asia-Pacific CMO Nick Reynolds doesn’t look like a warrior. But Reynolds, who was named as one of Australia’s most influential CMOs in LinkedIn’s 2017 Power Profiles list, has a powerful weapon […]
Collaboration tools that have teams talking
Slack, Spark, Stride … cloud-based business communication software is breaking down internal divisions. One of the most competitive fields in B2B is in internal communication technology. Once the chief domain of IT teams, cloud-based apps and browser-based platforms have become vital tools for enterprises to communicate across silos and borders, especially marketing teams spread across […]
The artificial intelligence pushing sales and marketing together
Account-based marketing (ABM) is too difficult to do at scale, right? Not any longer. Nothing says modern B2B marketing quite like the letters “ABM”. While account-based marketing seems a relatively recent and compelling concept, the idea of businesses concentrating their sales and marketing efforts on the biggest and best customers is hardly controversial if difficult […]
B2B businesses keep the faith in content marketing
The goal is to build engaged audiences, say leading North American marketers. Asia-Pacific B2B marketers who have embarked on a content marketing strategy can take heart from a major survey of their colleagues from North America. More than three in five B2B marketers in that region say they are more successful with their content marketing […]