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…
Category: Value
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…
“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…
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…
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…
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…
Analytics: “skills managers must have”
Analytical skills are not technical skills, they’re thinking skills that every competent manager should master, according to an excellent Kellogg…
Customer experience is the new marketing
Is customer experience the new marketing? According to Gartner, 89% of companies expect to soon compete mostly on the basis…
Be braver and bolder
I have been asked by Marketing Magazine to write a career advice letter for publication in an upcoming edition. Here’s…
Welcome to the trust revolution
We are in the middle of a “trust revolution”, driven by transparency created by the Internet of customers, according to…
