Blog Archives

Consumer-grade experiences are essential B2B differentiators

The imperative for B2B brands to deliver consumer-quality experiences as essential differentiators was a prominent theme at Salesforce’s Connections 2018

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Netflix’s formidable customization engine

Netflix knows they have less than 90 seconds to get you watching a new show. Their algorithm is fine tuned

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From campaigns, to journeys, to commerce

Traditional IT (Information Technology) is over. Today’s conventional IT organisations spend far too much time in conflict with “the business”.

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The best B2B marketers are doubling down on automation and metrics

Best-in-class B2B marketers are doubling down on marketing automation and performance metrics, according to the 2016 B2B Marketing Outlook Survey conducted

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Content: 2/3 is either unfindable or usuable

Marketing content, from thought leadership white papers to video and sales collateral, is the fuel that drives B2B marketing. Relevant

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CRM: the new centre of gravity

The migration of the corporate world’s centre of gravity from ERP and transaction management towards CRM and customer experience management was

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“Relevancy magically creates time”

Marketing’s big challenge is to synchronize people, processes and technology to deliver contextually relevant right-time, right-target messaging. Do this and

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You can’t fake it

“No matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than you

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The B2B state of play in ANZ

An excellent infographic summarizing the challenges B2B marketers are confronting has been assembled by the team at Green Hat. The

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Most of us are consistently missing the online lead follow-up window

More than a decade after the Internet hit prime time and stayed there, marketing and sales organisations are consistently missing

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