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Gone are the days when marketing sat quietly on the sidelines, playing a support role to sales. Today, if you’re not actively contributing to revenue, you’re not contributing at all. At this year’s B2B Marketing Leaders Forum in Sydney, I witnessed firsthand how modern B2B marketers are adapting. Over 600
In 2025, marketing isn’t just about reaching audiences — it’s about understanding them. And increasingly, that understanding is coming not from surveys or guesswork, but from one of the most underutilized assets in a brand’s arsenal: live experiences. From product launches to investor summits, events have always created impactful moments.
In today’s fast-evolving digital landscape, traditional marketing funnels no longer capture how consumers discover, engage, and purchase. According to Google’s Summer Essentials 2025 report, marketing leaders must shift their strategies to match the new fluid behaviors of connected consumers. At the heart of this shift lies the 4S of marketing:
Elevating marketing strategy starts with shifting how marketing is viewed within the organization. In many companies, it’s still treated as a tactical function—reactive, responsive, and reduced to order-taking. But for leaders with a bold growth vision, this limited view isn’t just frustrating—it’s a missed opportunity. When empowered, marketing can become
The Chief Marketing Officer (CMO) role is far from obsolete—but it is undergoing a radical transformation. According to Rival’s multi-year research with leading CMOs and high-growth challenger brands, the future of the CMO hinges on one key truth: evolve or be replaced. The days of CMOs solely focused on brand
The rise of artificial intelligence (AI) in marketing is transforming how businesses engage with customers and create content. While AI-powered tools have been part of marketing for years, generative AI models and large language models (LLMs) are pushing the boundaries of what’s possible. From content creation to customer personalization, AI
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