Digital strategy for the world we live in

Go #SocialFirst for Customer Care

Go #SocialFirst for Customer Care

Aug 29, 2017

Remember when “Digital First” was the marketing catch-cry? Or “Mobile First”? Living in a world of constant change means that, as marketers, we have to continuously refine our approach. We need to test and tweak our messaging, adjust our spend and targeting, and reconsider and re-evaluate our technology stack. That’s right,...

Hey BizCover Insurance, Welcome to the Internet

Hey BizCover Insurance, Welcome to the Internet

May 27, 2017

For the last few years I have been using BizCover for business insurance. It has been very competitive and convenient. Until now. A couple of weeks ago, my bank noticed a suspicious transaction on my account and alerted me. After a quick call, we realised that it was entirely fraudulent – which meant that my card number had been compromised and needed to be...

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...

Lufthansa Takes You on a Virtual Journey

Lufthansa Takes You on a Virtual Journey

Mar 29, 2016

One of the key marketing challenges that we face in the customer journey is moving from awareness to trial. That is, we want potential customers to “try out” our products or services. This can be particularly challenging when your product or service has a substantial price tag attached. Think of travel. There are a whole series of steps that we go through when...