Leads may be the goal of any B2B marketer’s lead-generation activity, but not all are created equal.
There’s no doubt the appetite for content has never been healthier. In 2021, the global content marketing industry was estimated to be worth US$66 billion in revenue, growing to US$76 billion this year. It’s expected to double by 2026 to US$137 billion.
With fewer than one in three B2B marketing leaders feeling they’ve successfully adopted marketing automation, it’s clear there’s a big gap around how to utilise these platforms more effectively.
Pivoting an entire organisation from a sales-led to marketing-led culture is firmly in the sights of Profectus Group’s first chief marketing officer.
Even before she took the CMO job, Taz Bareham knew JobAdder’s branding and Adder snake iconography would hinder its geographic expansion and ability to win over larger in-house corporate recruitment teams.
The Melbourne Cricket Ground (MCG) has taken the wrappers off its own online marketplace destination and business network site.