Digital strategy for the world we live in

B2B Marketing Leader Interviews: Andrew Cornell, Managing Editor, ANZ BlueNotes

B2B Marketing Leader Interviews: Andrew Cornell, Managing Editor, ANZ BlueNotes

May 19, 2016

In the leadup to the B2B Marketing Leaders Forum APAC 2016, I took the opportunity to speak with the Andrew Cornell, Managing Editor of BlueNotes, the ANZ newsroom about brand publishing, strategy and content. Gavin Heaton: Earlier this year, eConsultancy published an article saying that the trend of brands becoming publishers is a nonsense. But BlueNotes has...

B2B Marketing Leader Interviews: Emma Rugge-Price

B2B Marketing Leader Interviews: Emma Rugge-Price

May 18, 2016

In the leadup to the B2B Marketing Leaders Forum APAC 2016, I took the opportunity to speak with GE’s Vice President of Brand & Communications for GE Australia & New Zealand, Emma Rugge-Price about B2B content marketing and what it means to move from “interruption to interaction”. Gavin Heaton: GE has taken a novel approach to content. Was there a...

B2B Marketing Leader Interviews: Jarther Taylor

B2B Marketing Leader Interviews: Jarther Taylor

May 16, 2016

In the leadup to the B2B Marketing Leaders Forum APAC 2016, I took the opportunity to speak with Telstra’s GM Marketing, Jarther Taylor about the state of B2B marketing, the challenges that lay ahead, and the surprising ways technology and a focus on customer experience is changing the marketing and sales landscape.   Gavin Heaton: We hear a lot of talk about...

Demand Generation and the New Marketing Order with Carlos Hidalgo

Demand Generation and the New Marketing Order with Carlos Hidalgo

Apr 27, 2016

Despite numerous attempts to live stream a discussion on demand generation with author Carlos Hidalgo, I was forced to revert to Plan B. And Plan B involved a cup of coffee, a quiet room and a Skype video call with CEO of the B2B demand strategy firm, Annuitas, and upcoming keynote speaker at the B2B Marketing Leadership Forum in Sydney, Australia. Having read...

Join Me and Carlos Hidalgo and Meet the Modern Buyer

Join Me and Carlos Hidalgo and Meet the Modern Buyer

Apr 25, 2016

Marketers are doing more, spending more and creating more – yet only seeing marginal results. These days, B2B marketers need to transform the way they do the work of marketing. It’s about changing culture, thinking about demand generation in a new way and thinking from the outside-in to focus not on what and when we want to sell to customers but to understand...

For Many B2B Marketers, It’s Time to Set the Foundations

For Many B2B Marketers, It’s Time to Set the Foundations

Mar 15, 2016

For all the how-to guides, blog posts on best practices, tips and tricks, there is a simple reality to modern marketing that we often overlook. In our rush to use the technology, spend our budget and brief our agencies, we forget that good marketing is established on firm foundations. A recent study by B2B International found that the top business challenges...