Green Hat's 2021 B2B marketing research report

Slow progress is not good enough

Now into its second decade, the survey by leading Australian B2B marketing agency Green Hat shows that marketers are achieving only slow progress in digitising and driving commercial outcomes.

2 months ago
Google searchj

Marketing’s compelling new metric: Share of Search (SOS)

Share of Search is marketing’s decisive new metric. Its fans say it should replace Share of Voice, which has long been a primary tool for setting budgets and predicting growth. However, digital media now makes it impossible to produce a credible Share-of-Voice calculation. Share of Search could be the superior tool.

5 months ago

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”.…

4 years ago

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…

6 years ago

Measuring marketing’s performance

Marketing Magazine’s industry advisory board chairman and Deakin University senior lecturer Michael Valos recently asked two good questions for an…

6 years ago