Marketing and sales should be working hand in hand and bringing together a long-term and short-term view to enable business growth. With increased competition in the market, CMOs must be braver, bolder and more savvy to differentiate their organisation! This is something I really welcome.
The Changing Role of Marketing in Enterprise
Two decades into digital transformation, and it’s not just technology being transformed. The way organisations relate to customers has changed, companies are no longer simply selling products, but delivering customer-focused solutions. The CMO is at the heart of the move towards account-based marketing.
Virtual Events: A passing phase or the new normal?
In a world where face to face meetings are increasingly rare, organisers are instead launching a new generation of virtual events, which are not without their challenges. How can organisations create high quality content that will stand out in a crowded marketplace?
How B2B Sales & Marketing Processes have Changed
To be effective, marketing needs to be increasingly personalised and sales require more research than ever. There’s a need for varying forms of high quality content at every stage of the buying process, with marketing automation tools growing in importance.
Thought Leadership: Today's Sharpest Marketing Tool?
Creating effective thought leadership means evaluating content ideas carefully, and then selecting the best format and platform for distribution. Organisations should strive to be collaborative in the creation of thought leadership, adding voices from customers, industry thought leaders and partners.
Digital engagement: A new era in investment promotion
The Covid-19 pandemic hit many industries hard, especially Foreign Direct Investment. Investment Promotion Agencies exist to attract and facilitate direct investment into regions and countries from international investors. So, what happens when international travel comes to a complete halt?
Balancing Brand with Demand Activation
Achieving Return on Investment on marketing investments is the intention of every technology and services business. But over what period of time? We asked 23 enterprise technology and services marketing leaders about the brand marketing strategies they are currently deploying.