Video: How B2B marketers can set a course for business growth and earn bigger budgets every year.
Mercer Asia CEO Renee McGowan: CMOs need to jump in the deep end
Marketers must speak the language of business and learn how their activities drive revenue and growth.
Slack Global Marketing VP Kelly Watkins: Secrets of our incredible growth
Achieving ambitious targets is about keeping things human and measuring things that count, says Slack’s marketing boss.
Are MQLs going out of fashion?
Marketing qualified leads are losing favour as the one-size-fits-all success metric.
Operation data: turning insights into strategic decisions
Savvy CMOs are translating data expertise into business intelligence, impacting the whole marketing team, the wider business and the CMO’s role. Marketing has always used data. But a move to digital platforms has increased the data collected and how this information is used, changing marketing’s place in the business. Rebecca Malzacher is the General Manager, […]
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 […]
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 […]
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 […]