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# TSM | Thinksmart Marketing

Thinksmart Marketing is an award winning B2B agency helping organisations across APAC drive growth through strategy, positioning, brand, demand generation, account-based marketing and content.

## Sitemaps

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## Posts

- [Competence Is No Longer Enough to Win B2B Buyers](https://thinksmartmarketing.com.au/competence-is-no-longer-enough-to-win-b2b-buyers/) - Most brands have a Brand Relevance Gap - they are competent but not differentiated enough to create buyer preference.
- [Why B2B needs a new growth system (not just another tool)](https://thinksmartmarketing.com.au/why-b2b-needs-a-new-growth-system-not-just-another-tool/) - B2B teams don’t lack tools. Sustainable growth comes from connecting strategy, insight, narrative and execution, not adding more technology.
- [4 steps to creating a detailed buyer persona](https://thinksmartmarketing.com.au/4-steps-to-creating-a-detailed-buyer-persona/) - Have you ever invested significant time and resources into creating content, only to find it attracts little interest from the people you were hoping to reach? It's a frustrating experience, but it's also a common one. In our experience, one of the biggest reasons marketing fails to gain traction is a lack of relevance. The content may be well written, visually appealing and strategically planned,
- [Customer Journey Mapping: the most valuable investment you’ll make](https://thinksmartmarketing.com.au/customer-journey-mapping-the-most-valuable-investment-youll-make/) - Today, more organisations are recognising the importance of investing in customer experience, and with good reason. Strong customer experiences are linked to higher retention, increased loyalty, stronger advocacy and greater customer lifetime value. Whatever your commercial objectives, these are outcomes worth pursuing. But delivering a great customer experience starts with understanding the journey customers take in the first
- [The Art and Science of Telling Better Customer Stories](https://thinksmartmarketing.com.au/the-art-and-science-of-telling-better-customer-stories/) - Storytelling in marketing has become such a familiar concept that it is easy to dismiss it as another buzzword. Yet when it comes to customer case studies, storytelling remains one of the most effective ways to build credibility, demonstrate value and help buyers make decisions. That is because the strongest customer stories do more than showcase a successful project. They help
- [The Power of Simple Messaging](https://thinksmartmarketing.com.au/the-power-of-simple-messaging/) - Humans are naturally drawn to solutions that are easy to comprehend, straightforward, and effectively resolve their problems.
- [B2B Doesn’t Need More Influencers. It Needs Genuine Experts.](https://thinksmartmarketing.com.au/b2b-influencers-and-content-creators/) - Cannes was all about creators and influencers, but for B2B, the most valuable influencers are internal experts when harnessed well.
- [Brand strategy to market strategy: why positioning is becoming a growth lever ](https://thinksmartmarketing.com.au/brand-strategy-to-market-strategy-why-positioning-is-becoming-a-growth-lever/) - For years, brand strategy was treated primarily as a communications discipline. It shaped activities like messaging, visual identity and tone of voice, helping organisations present themselves consistently to the market. While positioning was considered important, it was often viewed as a creative or reputational exercise rather than a driver of commercial outcomes. Growth conversations typically focused elsewhere, for example, on channels, campaigns
- [Why mid-market CMOs need better filters, not another dashboard ](https://thinksmartmarketing.com.au/why-mid-market-cmos-need-better-filters-not-another-dashboard/) - There’s no shortage of data in modern marketing. Most mid-market organisations are already surrounded by dashboards, reports, AI-generated insights, attribution tools, campaign analytics, intent platforms, customer data – the list goes on. The problem is that more visibility hasn’t necessarily translated into better decisions, especially for mid-market CMOs. If anything, many marketing leaders are struggling with the opposite problem: too many signals, too
- [The mid-market advantage doesn’t come from more activity ](https://thinksmartmarketing.com.au/the-mid-market-advantage-doesnt-come-from-more-activity/) - In many mid-market organisations, marketing pressure tends to produce a predictable response. When pipeline softens, growth targets tighten or competition intensifies, the instinct is to increase activity. More campaigns are launched, additional channels are tested and content production accelerates in an effort to regain momentum. On the surface, this feels like progress. It signals responsiveness and creates the sense
- [Why clear buyer answers are now a competitive advantage](https://thinksmartmarketing.com.au/why-clear-buyer-answers-are-now-a-competitive-advantage/) - In B2B markets, the balance of control has shifted. Buyers are no longer waiting to be guided through a process. Instead, they are gathering information independently, forming early views and narrowing options long before they engage with a vendor. By the time a sales conversation begins, much of the thinking has already been done. This changes what
- [Marketing needs more economists (without sacrificing creativity) ](https://thinksmartmarketing.com.au/marketing-needs-more-economists-without-sacrificing-creativity/) - For a long time, marketing has celebrated the artist. The creative thinker. The storyteller. The person who can craft an idea that captures attention and builds emotional connection in a crowded market. That capability is important. But in today’s environment, it is no longer enough on its own. Modern marketing operates under a different set of expectations. Budgets are scrutinised more
- [Our take on the B2B Marketing Forum 2026](https://thinksmartmarketing.com.au/our-take-on-the-b2b-marketing-forum-2026/) - This month, the TSM team spent two days at the B2B Marketing Leaders Forum APAC listening to how some of the region’s largest brands are thinking about growth, positioning, AI, pipeline and the future role of marketing. The sessions covered everything from AI agents to buying group orchestration, but what stood out was not any
- [What B2B Can Learn from DiDi ](https://thinksmartmarketing.com.au/what-b2b-marketers-can-learn-from-didis-brand-strategy/) - Watch the DiDi film here (3:22 minutes) https://youtu.be/lCp7rZWpt5o?si=RSmhPp1lCyyr-nMD How long-term distinctiveness beats short-term optimisation. A Lesson in Patience from DiDi’s Brand Strategy At a recent event with the Head of Brand and Marketing of DiDi, I received a refreshing reminder of what disciplined brand building looks like. Instead of short-term thinking around performance hacks, the
- [Why static strategy is holding back B2B growth](https://thinksmartmarketing.com.au/why-static-strategy-is-holding-back-b2b-growth-in-2026/) - Most B2B organisations would say they have a strategy. Substantially fewer would say that strategy still reflects the market they’re operating in today. For many teams, strategy is something that gets refreshed annually. It’s a planning cycle, essentially a set of priorities that feels solid at the time. The problem is, markets don’t move annually. Buyer sentiment is more likely to shift monthly, while competitive narratives often evolve weekly, and language changes in real time.
- [Building marketing credibility in a CFO’s world ](https://thinksmartmarketing.com.au/building-marketing-credibility-in-a-cfos-world/) - Marketing leaders who have been in the game for a while understand that credibility was once directly tied to visibility. Big campaigns, strong creative, and a sense that the brand was active and ever-present in the market. Today, credibility is more likely to be tested in different forums - things like budget reviews, discussions about forecasting or investment priorities, or talks of efficiency, and trade-offs. In other words,
- [CMOs are managing complexity, not just campaigns ](https://thinksmartmarketing.com.au/cmos-are-managing-complexity-not-just-campaigns/) - There was a time when the chief marketing officer was primarily responsible for campaigns, brand stewardship and demand generation. Success was measured in awareness, leads and creative impact, and while those responsibilities still matter, they no longer define the role. Today’s CMOs are managing complexity. Marketing now sits at the intersection of brand, revenue, customer experience, data, technology and commercial strategy. With
- [The content relevance crisis: Why B2B teams are missing the mark ](https://thinksmartmarketing.com.au/the-content-relevance-crisis-why-b2b-teams-are-missing-the-mark/) - Most B2B marketing teams are producing more content than ever before. From blogs and social posts to whitepapers and webinars, volume is high, and campaign calendars are full. Yet behind all the activity sits a persistent doubt. Many marketers aren’t confident their content is truly landing with the right audience. Not because teams lack capability or creativity, but because relevance has become more difficult to judge, and easier to assume.
- [From insight to impact: Why marketing needs to own the narrative ](https://thinksmartmarketing.com.au/why-marketing-needs-to-own-the-narrative/) - B2B marketing is getting smarter about how it uses information. With better access to data, teams are becoming more attuned to the subtle signals that show when buyer behaviour, language and expectations are starting to shift. And yet, even with more information and a growing awareness of narrative shifts, many brands still struggle to turn insight into
- [Most positioning problems don’t look like positioning problems ](https://thinksmartmarketing.com.au/most-positioning-problems-dont-look-like-positioning-problems/) - When companies talk about positioning, the conversation usually turns to messaging, taglines or visual identity. It’s often treated as a marketing exercise - something to revisit during a rebrand or when the website needs updating. But positioning isn’t just about language. It shapes how a business competes, where it focuses and why customers choose it. And when positioning starts to drift, the symptoms
- [The death of linear marketing funnels ](https://thinksmartmarketing.com.au/the-death-of-linear-marketing-funnels/) - For a long time, the funnel has shaped how B2B organisations think about growth. It offered a reassuring sense of order, with awareness at the top, consideration in the middle, and conversion at the bottom, implying that buyers move forward in a logical and largely predictable sequence. The new challenge is that modern B2B buying rarely behaves this way.
- [What’s really changing in B2B marketing right now](https://thinksmartmarketing.com.au/whats-really-changing-in-b2b-marketing-right-now/) - At our recent CMO Briefing webinar, one thing became clear very quickly: the pace of change in B2B markets is outstripping the way most organisations approach strategy. The session, which was grounded in signal data from our OutGrow Intelligence System and brought to life through real-world experience from CMOs Courtney Cusack and Tony Emmanouil, wasn’t about marketing theory. It was about what’s actually happening in market, and where traditional approaches are starting to fall
- [If the marketing funnel is dead, what replaces it? ](https://thinksmartmarketing.com.au/if-the-marketing-funnel-is-dead-what-replaces-it/) - When we published The death of the marketing funnel, the response was swift. While many marketing and commercial leaders were already sensing the shift away from the traditional funnel, they weren’t sure how to make the practical changes required to reflect true customer behaviour. They asked us: If the funnel doesn’t work anymore, what should we be doing instead? Followed closely by: What does a “buying ecosystem” actually look like in practice? What a buying
- [The essential leadership skill nobody talks about: narrative stewardship ](https://thinksmartmarketing.com.au/the-essential-leadership-skill-nobody-talks-about-narrative-stewardship/) - Ask five senior leaders in the same organisation to describe what the company stands for and you’ll likely hear five credible, but materially different, answers. Each perspective might reflect a valid part of the business, but taken together, they reveal a lack of narrative cohesion across the team. Over time, this narrative drift begins to shape how teams invest, sell and compete. That’s why narrative stewardship isn’t merely a communications task,
- [Is your business accumulating Strategy Debt? ](https://thinksmartmarketing.com.au/is-your-business-accumulating-strategy-debt/) - There comes a moment in many organisations’ lifecycle where marketing activity stops feeling like it is contributing to growth and begins to feel more like a barrier. The disconnect often starts from within, as messages become progressively mixed and divided across the business. We might see sales teams asking for simpler narratives while product leaders push for more detail. Departments
- [The power of pre-mortems in B2B campaigns ](https://thinksmartmarketing.com.au/the-power-of-pre-mortems-in-b2b-campaigns/) - Most B2B marketing teams have experienced the same moment. A campaign launches with confidence and momentum, only for small issues to surface almost immediately. The message doesn’t land the way it was expected to, sales struggles to use the assets in real conversations, and ultimately, internal enthusiasm fades. It can come as a shock, but often when teams look back, the signs
- [Marketing in a world of noisy sameness ](https://thinksmartmarketing.com.au/marketing-in-a-world-of-noisy-sameness/) - When it comes to marketing, it feels as though there’s never been more activity, and yet somehow, everything sounds the same. There’s a lot of noise, but very few distinct messages. Scroll through LinkedIn or sit in on a pitch and you’ll notice a certain familiarity. Repetitive messages, recycled visuals, interchangeable promises of innovation and
- [How AI changes the role of strategy (but doesn’t replace it) ](https://thinksmartmarketing.com.au/how-ai-changes-the-role-of-strategy-but-doesnt-replace-it/) - AI is now embedded in how marketing teams plan, analyse and execute. It processes data faster than any human ever could, identifies patterns at scale, and produces outputs on demand. For many organisations, this has created an uneasy question: if AI can surface insight so efficiently, what happens to strategy? The short answer is that strategy becomes
- [5 signals your GTM strategy needs a reset ](https://thinksmartmarketing.com.au/5-signals-your-gtm-strategy-needs-a-reset/) - Most go-to-market strategies do not fail in obvious ways. In fact, many campaigns appear successful to begin with, and often are, but over time, they lose relevance. These campaigns are built with a clear view of the market, the buyer, and the commercial goals at the time. But as markets shift, buying groups evolve, and expectations change, a strategy that once
- [Adopting a challenger mindset to drive more ambitious growth. ](https://thinksmartmarketing.com.au/challenger-mindset-to-drive-more-ambitious-growth/) - B2B CMOs are shifting to a longer term approach that builds brand awareness over time through simple powerful messaging to differentiate from the competition.
- [To gate or not to gate?](https://thinksmartmarketing.com.au/gated_content/) - In years gone by, sellers held the keys to product information. If buyers wanted to learn about a product, they had to go through a sales team, often trading their time for access. Fast forward to today, and the power dynamic has completely flipped.
- [2016 to 2026: what changed in B2B marketing, and what stayed the same ](https://thinksmartmarketing.com.au/b2b-marketing-2016-vs-2026/) - In 2016, B2B marketing already felt like it was changing quickly. Content marketing was gaining momentum, automation platforms were gaining popularity, and digital channels were reshaping how buyers discovered information. Marketers were building skill sets around channels, tools and execution, and justifying their value through leads, impressions and conversion. A decade on, many parts of the operating environment have changed. Buyers are more informed, journeys
- [What is the Signal Gap (and how to close it).  ](https://thinksmartmarketing.com.au/what-is-the-signal-gap-and-how-to-close-it/) - Most B2B organisations believe in the importance of data-driven decision-making and ensure they have the systems in place to obtain the data they need. They invest in dashboards, performance reporting, market research, and trend analysis, which on paper, looks great. Insight doesn’t appear to be a problem. Yet many marketing teams still feel like they’re
- [What makes a strategic marketer in today’s market? ](https://thinksmartmarketing.com.au/strategic-marketer-2025/) - In an age of advanced technology, marketing has never been easier to do, but it’s never been harder to do well. Campaigns can be launched in hours, content can be created at scale, and tech tools fill every operational gap. Yet despite the flurry of polished campaigns, quickly followed trends, clever catchphrases and AI overload, there’s a distinct lack of originality. Which means, although everything looks great, nothing stands out.
- [From cost centre to catalyst: Reclaiming marketing's seat at the growth table.  ](https://thinksmartmarketing.com.au/from-cost-centre-to-catalyst/) - For far too long, marketing has been seen as the function that spends money rather than makes it. That one that takes time and resources while other departments are linked to scale. Budgets are defended, not justified. ROI is frequently questioned, with marketers left to explain ad nauseum why brand matters. But the smartest B2B
- [Doing more with less: Lessons from APAC’s CMOs](https://thinksmartmarketing.com.au/lessons-from-apacs-cmos/) - Discover insights from leading APAC CMOs on doing more with less, and building influence, trust and autonomy in a centralised landscape.
- [What’s your position, on positioning?](https://thinksmartmarketing.com.au/b2b-brand-positioning/) - For many B2B organisations, they operate in saturated markets and cluttered channels. Standing out without strong brand positioning is almost impossible.
- [Why Brand is Your Pipeline Multiplier: Insights from TSM x LinkedIn ](https://thinksmartmarketing.com.au/brand-pipeline-multiplier/) - As B2B marketers are under pressure to deliver revenue it's brand that delivers the biggest pipeline multiplier for B2B.
- [Five ways B2B marketers can thrive when asked to do more with less ](https://thinksmartmarketing.com.au/five-ways-b2b-marketers-can-thrive-when-asked-to-do-more-with-less/) - Across APAC, marketing teams are feeling the pressure. Tighter budgets, smaller teams, and increasing centralisation have made local impact harder to achieve. According to new research, revealed in our CMO Playbook 2025/26, while autonomy has declined in key areas, like budget allocation, campaign strategy, and martech decision-making. Yet accountability has remained constant, creating an unprecedented local-global disconnect.
- [Wrap Up: 2025 B2B Marketing Leaders Forum](https://thinksmartmarketing.com.au/2025-wrap-up-b2b-marketing-forum/) - Brand took centre stage at the B2B Marketing Leaders Forum 2025, emerging as the key lever for growth among companies looking to gain a competitive edge. As buying decisions become more complex and markets increasingly saturated, marketers are re-evaluating the role of brand – not as a soft metric, but as a commercial asset that drives long-term value.
- [FUJIFILM Business Innovation Australia Unveils Rebrand In New Campaign ‘Work Happily Ever After’](https://thinksmartmarketing.com.au/fujifilm-business-innovation-australia-unveils-rebrand-in-new-campaign-work-happily-ever-after/) - From a tradition steeped in lead generation and product features with short term fixes, B2B CMOs are shifting their focus to that of a longer term approach, that builds brand awareness over time and through simple powerful messaging to differentiate from the competition.
- [Top 5 Skills Predicted for Marketers in 2025](https://thinksmartmarketing.com.au/top-5-skills-predicted-for-marketers-in-2025/) - Recently, Marketo surveyed 700 Marketing Executives and CEOs across Australia and New Zealand for their predictions on the future of marketing skills and technology in 2025. In the not so distant future (less than six years away), the marketing profession is expected to dramatically transform. Fuelled by the evolving business technology and unprecedented changes in
- [Turning Competitor Strengths into Opportunities for Challenger Brands ](https://thinksmartmarketing.com.au/turning-competitor-strengths-into-opportunities-for-challenger-brands/) - Recently, we’ve encountered several briefs with a common challenge: our clients are entering new segments but face low brand awareness within these categories. With budgets tailored to the current economic climate, they’re looking for effective strategies to position their new offerings against established competitors. However, in these categories, incumbents' physical presence, mental availability, and brand trust Whether you’re looking to carve out a small niche or gain a foothold with the aim of going toe to toe with the giants, this method of positioning is one of the best tools in the challenger brands toolbox.
- [How CMOs can manage budget and resource constraints and still deliver](https://thinksmartmarketing.com.au/cmos-manage-budget-and-resource-cuts/) - To deliver business outcomes whilst also managing budget cuts and resource constraints, CMOs need to be more disciplined in their planning.
- [B2B Marketing Leaders Forum Highlights](https://thinksmartmarketing.com.au/b2b-marketing-leaders-forum-day-one-highlights/) - B2B Marketing Leaders Forum in Sydney for 2021, was a huge success which delivered incredible insights. Read them here.
- [Highlights: 2023 Sydney B2B Marketing Leaders Forum](https://thinksmartmarketing.com.au/highlights-2023-sydney-b2b-marketing-leaders-forum/) - Here are our key highlights from the 2023 B2B Marketing Leaders Forum in Sydney.
- [Takeaways from the B2B Marketing Leaders Forum Melbourne](https://thinksmartmarketing.com.au/2022-b2b-marketing-forum-melbourne/) - Here are our top four takeaways from the 2022 B2B Marketing Leaders Forum in Melbourne.
- [5 ‘awares’ of brand awareness in B2B marketing](https://thinksmartmarketing.com.au/5-awares-for-b2b-brand-awareness/) - Brand awareness is a hot topic for B2B marketers. These five considerations will help you build and maintain awareness in complex B2B markets.
- [How to get customer insight without breaking the bank](https://thinksmartmarketing.com.au/research-on-a-budget/) - True strategy is about placing bets and making hard choices. It's about thinking outside the box and addressing the unique problems that face our businesses. That's where research comes in.
- [Content Creation is a Waste of Time](https://thinksmartmarketing.com.au/content-creation-is-a-waste-of-time/) - So much focus is given to content marketing these days, that many businesses are crumbling under the pressure of creating more and more content in an effort to get noticed and build awareness. Don’t get me wrong, I wholeheartedly believe in content creation, however without content promotion, it’s a little pointless. With the shift in
- [B2B Marketing Leaders Forum –Sydney 2024 Wrap Up](https://thinksmartmarketing.com.au/b2b-marketing-leaders-forum-sydney-2024-wrap-up/) - With another sell-out B2B Forum behind us, the event in Sydney last week was equal parts inspiring and validating. The theme of culture permeated through the two days, demonstrating the huge impact this has on the role marketing plays in an organisation, and the voice and opportunity it provides marketing leaders in carving a growth Another successful B2B Marketing Leaders Forum is behind us. To hear the key learnings and and tips from the speakers, read here.
- [Unlocking GTM success for B2B organisations](https://thinksmartmarketing.com.au/unlocking-gtm-success-for-b2b-organisations/) - Are you struggling to gain traction with your GTM strategy? Are you experiencing difficulties with progression and leads getting stuck in the middle of the funnel, or are you simply not able to hit your KPIs and revenue targets? These are not unique problems, especially when the economy is tight and budgets are stripped back.
- [Use nudges, not prompts to captivate high value audiences](https://thinksmartmarketing.com.au/use-nudges-not-prompts-to-captivate-high-value-audiences/) - True strategy is about placing bets and making hard choices. It's about thinking outside the box and addressing the unique problems that face our businesses. That's where research comes in.
- [Why you shouldn’t bet everything on AdWords](https://thinksmartmarketing.com.au/why-you-shouldnt-bet-everything-on-adwords/) - In this digital age the consumer is in control. With content and research readily available, 70% of the buying process is now complete by the time a prospect is ready to engage with sales. Just getting your business on the shopping list is more difficult than ever, and if it can’t be easily found online,
- [3 Tips to Improve Your Native Advertising Campaigns](https://thinksmartmarketing.com.au/3-tips-to-improve-your-native-advertising-campaigns/) - The world of advertising is shifting to ads that have the same look and sentiment as the content a user is already consuming, marketing messages that seamlessly blend in with the user experience so they're less invasive and are more likely to be consumed and enjoyed. Think of a sponsored blog post about summer fashion
- [How To Find The Right ROI Metrics By Leveraging Data](https://thinksmartmarketing.com.au/how-to-find-the-right-roi-metrics-by-leveraging-data/) - Although data is so prolific today, not all data is equal and not all data is relevant.
- [Smart lessons from the CMO Summit](https://thinksmartmarketing.com.au/smart-lessons-from-the-cmo-summit/) - It was a schedule like no other. Three days packed full to the brim with keynotes, panel discussions, roundtables and one-on-one meetings – all executed to military precision in the sunny Gold Coast. It was the ANZ 2015 CMO Summit where the head of marketing departments from organisations across Australia gathered with a cross section
- [Why a Tight Agency Brief is so Powerful and How to Write One](https://thinksmartmarketing.com.au/why-a-tight-agency-brief-is-so-powerful-and-how-to-write-one/) - My stint inside a creative agency taught me a valuable lesson, one I have carried forward and honed over the course of my career — the importance of a tight brief.
- [3 Ways To Grow An Audience With Content Marketing](https://thinksmartmarketing.com.au/3-ways-to-grow-an-audience-with-content-marketing/) - So you've decided to embark on your content marketing journey; you've invested in identifying your personas, built out a content calendar, and have begun to create a range of written, visual and video content. What now? It's usually at this point stakeholders start asking for some return on investment - how are we driving
- [What can Shakespeare teach us about branding?](https://thinksmartmarketing.com.au/what-can-shakespeare-teach-us-about-branding/) - I came across a copy of Romeo and Juliet recently and it occurred to me that even in Shakespeare’s day, the impact of a brand was very much alive. As Juliet agonised, “What's in a name? That which we call a rose by any other word would smell as sweet.” The reality is, in brand
- [Do your customers really need you?](https://thinksmartmarketing.com.au/do-your-customers-really-need-you/) - In today’s fast paced world, the customer is more powerful than ever. Information is easily accessible, and customers have a multitude of choices. So what makes your business so different? It’s all too easy to get caught up in your own world, whether it’s the quality of your product or your service, the customer is
- [Marketing automation: what, how and why?](https://thinksmartmarketing.com.au/marketing-automation-what-how-and-why/) - “Dear Mr Smith, we have been informed that you are now deceased… Please pay your bill as soon as possible.” This is the type of disaster that came out of early computer automated letters from financial and other institutions. Thankfully, things have moved along in the past couple of decades but the fact remains that
- [Overcoming the Common Pitfalls of Personalisation](https://thinksmartmarketing.com.au/overcoming-the-common-pitfalls-of-personalisation/) - If there’s a prime time to start the personalisation strategy for marketers it’s now. But while there’s an increasing number of resources and tools, offering more advanced capabilities than ever before, marketers are more prone to falling into the common pitfalls. Here’s four common lessons learnt, and strategies to overcome and prevent each pitfall. 1.
- [Change Management for Content Marketing](https://thinksmartmarketing.com.au/change-management-for-content-marketing/) - Change management and the importance it has in developing and rolling out content strategies.
- [What's More Important, an Analytical or Creative Marketer?](https://thinksmartmarketing.com.au/whats-more-important-an-analytical-or-creative-marketer/) - A question that comes up again and again is what’s more important, an analytical marketer or a creative marketer?
- [How To Use Customer Journey Mapping To Grow Sales](https://thinksmartmarketing.com.au/how-to-use-customer-journey-mapping-to-grow-sales/) - Customer journey mapping comes up a lot, but less focusing on what actually is it and how is it important in terms of informing content marketing and marketing, sales activity.
- [Why Every Marketer Should Re-purpose Content](https://thinksmartmarketing.com.au/why-every-marketer-should-re-purpose-content/) - Struggling to create new content for your marketing strategy? It's time we talk about content re-purposing and the importance of doing that piece of work early in your planning phase. Transcript: Today I want to talk about content repurposing and the importance of doing that piece of work early in your planning phase. I see
- [How Brands Can Use Content Personalisation](https://thinksmartmarketing.com.au/how-brands-can-use-content-personalisation/) - Transcript: Today I want to talk about content personalisation, and by personalisation, I don’t mean “Dear First_Name”, I mean really understanding the audiences we have and tailoring the messaging and content that we send them to their interests and their needs. Watch the vlog or read our transcript below to find out more. We know
- [What Is Digital Marketing Strategy, and Why Do You Need It?](https://thinksmartmarketing.com.au/what-is-digital-marketing-strategy-and-why-do-you-need-it/) - It's not a lack of great content, the quality of the product, or the talent of the people working at a brand that holds businesses back today. It's the absence of a well-thought-out strategy that prevents brands from making progress on digital channels. According to research-based demand generation team Ascend2's Digital Marketing Strategy research summary
- [Why Does Your Brand Need Customer Journey Mapping?](https://thinksmartmarketing.com.au/why-does-your-brand-need-customer-journey-mapping/) - Emerging technologies make it possible to create positive touchpoints through all customer interactions with a brand, yet many businesses don't pay attention to how this applies in digital. With global e-commerce sales reaching $1.915 trillion this year, according to eMarketer, the digital customer journey is more important than ever. Management consulting firm McKinsey & Company
- [How Organisations Achieve Growth Through Alignment](https://thinksmartmarketing.com.au/how-organisations-achieve-growth-through-alignment/) - Growth is one of the key goals of any successful business. However, growth can often bring its own challenges. As a company expands, it will inevitably become more and more complex, and if leadership is not prepared, this can lead to confusion, disarray, and disaster. As an organisation grows, silos can emerge which often act
- [Top take-outs from the 2018 Research: Content Marketing in Australia](https://thinksmartmarketing.com.au/top-take-outs-from-the-2018-research-content-marketing-in-australia/) - Every year Content Marketing Institute (CMI) conduct research on the state of content marketing, with a customised version especially for us Aussies. The full report came out last week, and we issued our key takeouts hot off the press to our clients and subscribers to SmartFiles (join the list if you haven't already). Here's the
- [Re-Purposing Content: 3 Case Study Examples](https://thinksmartmarketing.com.au/re-purposing-content-3-case-study-examples/) - In our experience, a lack of content is rarely the problem. It's usually the quality of the content available is not suitable for the job it's trying to do. It's not in the right format, it doesn't address the right audience, or it doesn't specifically communicate what's important to support the customer journey. There is
- [How CMOs Can Drive Disruptive Growth](https://thinksmartmarketing.com.au/how-cmos-can-drive-disruptive-growth/) - The necessity of all enterprise level businesses to drive the disruptive growth agenda and generate new value is a given, but how this is achieved and who leads the charge is up for the taking. A recent report from Accenture revealed that in Australia most CEOs are leaning towards the chief sales officer as
- [Marketing Is Not Advertising. Here's Why.](https://thinksmartmarketing.com.au/marketing-is-not-advertising-heres-why/) - What is Marketing? It’s a question I’ve heard countless times – and that’s just from those brave enough to ask (many others just quietly wonder). What on earth is marketing? Well, I’d like to start by explaining what it is not: Marketing is not advertising Marketing is not sending out blanket emails or letterbox drops
- [Generalist v’s a specialist marketer](https://thinksmartmarketing.com.au/generalist-vs-specialist-marketer/) - As marketing has exploded over the last 10 years, so have the number of specialist areas needed to support the function. This raises the question: are we losing breadth of skill as the depth of skill increases? Are marketers of the future equipped to run departments if they don’t understand how the discreet aspects of
- [4 Lead Generation Mistakes Your Website Is Making](https://thinksmartmarketing.com.au/4-lead-generation-mistakes-your-website-is-making/) - More businesses think their lead generation strategy is not successful (21%) than very successful (13%), according to the Lead Generation Strategy research summary report by Ascend2. If you're struggling with quality of leads, number of leads, cost of leads, or any other factors, here are four lead generation mistakes you could be making. Contact Information
- [3 Ways To Align Sales & Marketing (For The Greater Good)](https://thinksmartmarketing.com.au/3-ways-to-align-sales-marketing-for-the-greater-good/) - The battle between sales and marketing is a old one, and while the tables keep turning, it’s the customer who’s left in the wings and the organisation who bears the scars. Despite a shared goal to grow sales, market share and loyalty, the divide between these functions at a structural or activity level has often
- [How To Maximise Your LinkedIn Profile and Presence](https://thinksmartmarketing.com.au/how-to-maximise-your-linkedin-profile-and-presence/) - You might not think that LinkedIn’s new(ish) tool - The Social Selling Index (SSI) - is relevant to you if you’re not in sales but not so! It’s all about building relevant connections, engagement and discussions which can ultimately generate a stronger personal brand which can lead to sales or career opportunities. As a tool, the SSI
- [We are all in the audience business: wrap up from Content Marketing World 2017](https://thinksmartmarketing.com.au/we-are-all-in-the-audience-business-wrap-up-from-content-marketing-world-2017/) - First published by ADMA There’s a reason they call it Content Marketing World. Three days packed to the brim with lessons, stories and inspiration for the 4,000 brand and agency side marketers gathered from across the globe to Cleveland, OHIO. Joe Pulizzi, founder of Content Marketing Institute (CMI), opened the conference with a challenge: What if the
- [TSM @ the B2B Marketing Leaders Forum](https://thinksmartmarketing.com.au/tsm-the-b2b-marketing-leaders-forum/) - As part of our partnership with the B2B Marketing Leaders Forum, we spoke to countless marketers over the two day conference and ran a content strategy workshop on day three. Positioning marketing as a growth centre in your organisation was a hot topic of the forum. With companies keeping a firm eye on the upcoming
- [Marketing metrics every B2B organisation should track](https://thinksmartmarketing.com.au/marketing-metrics-every-b2b-organisation-should-track/) - A recent LinkedIn post on the difficulty of marketing metrics in B2B got me thinking. In our work with clients (many of them B2Bs), measuring marketing activity is critical. Not just because we need to be more accountable for where the investment is going, but to validate the critical role marketing plays as a strategic pillar for B2B organisations. Given many
- [Analytical vs Creative Marketing: The Balance For Driving Growth](https://thinksmartmarketing.com.au/analytical-vs-creative-marketing-the-balance-for-driving-growth/) - CMOs need more than one string to their bow According to findings from the recruiting firm Spencer Stuart, after 42 months the average Chief Marketing Officer (CMO) will be out of a job. The reasons for this vary. A CMO has to juggle many balls in the air and are often blamed when things go badly.
- [How to Leverage Personalisation For Growth](https://thinksmartmarketing.com.au/how-to-leverage-personalisation-for-growth/) - In the age of the customer, our efforts to prioritise personalisation is critical to the success of our marketing. And while personalisation can be a multi-faceted matrix, it doesn’t have to be complicated and difficult to get started. Our guide below will help you make sense of personalisation and get you ready to embrace it
- [How to create customer-centric content that sells](https://thinksmartmarketing.com.au/how-to-create-customer-centric-content-that-sells/) - Almost half of your customers view 3 to 5 pieces of content before engaging with a sales rep and 70% prefer to learn about new products through content over advertising. There's no denying it: creating relevant content that meets customer needs is vital. So how can marketers differentiate and compete in an already crowded environment?
- [How to create quality content at scale](https://thinksmartmarketing.com.au/how-to-create-quality-content-at-scale/) - Producing high-quality content consistently is hard. It takes time, a fair degree of effort, and a crystal-clear vision of what you’re aiming to achieve. Faced with growing pressure to do more with less, it’s no wonder quality can sometimes suffer. According to CMI’s research, 56% of B2B content marketers will spend more on content creation in
- [The Ins & Outs of Content Pillars: Part 1](https://thinksmartmarketing.com.au/the-ins-outs-of-content-pillars-part-1/) - To be successful in content marketing, you need to be clear on your purpose and the messages you’re trying to convey, otherwise you won’t get the cut-through in today’s cluttered content landscape. This is where content pillars come in. What are content pillars? You might have heard the term in conversations about content marketing, but
- [How to Use the 9 Keyword Styles in Your Copy](https://thinksmartmarketing.com.au/how-to-use-the-9-keyword-styles-in-your-copy/) - That's right, nine! As search has evolved so has keyword use. Below, we have outlined the different types of keywords along with their strengths and weaknesses. 1. Short-Tail Keywords 3 words or less, also sometimes referred to as a head keyword, these are highly searched, broad match terms that do not give much insight into
- [What does Google’s Bert Update Mean for Content Marketing?](https://thinksmartmarketing.com.au/what-does-googles-bert-update-mean-for-content-marketing/) - As far as updates go, Google’s newest, Bert (Bidirectional Encoder Representations from Transformers, to be exact) is quantum in scale. Predicted to impact up to 10% of ALL searches and already having an impact on featured snippets globally, this algorithm update will drastically change how your content is understood by search engines. How Bert Works
- [The Ins & Outs of Content Pillars: Part 2](https://thinksmartmarketing.com.au/the-ins-outs-of-content-pillars-part-2/) - In Part One of our blog series on content pillars, we explained what they are and why they’re so important, covering off ideas such as authority building and streamlining the content planning process. But if there’s one key takeaway, it’s that content pillars help you to plan and create informed, consistent and relevant content for your target
- [Marketing’s Job in Times Of Crisis, Pandemics and Other Catastrophes](https://thinksmartmarketing.com.au/marketings-job-in-times-of-crisis-pandemics-and-other-catastrophes/) - All over the world, governments, businesses and communities are fighting against a modern-day pandemic – COVID-19. The sheer scale of this pandemic is like nothing any of us have seen in our lifetime. Economies are being crippled, businesses destroyed, and lives lost. Whilst this is by far the biggest crisis we’ve had to deal with, it’s not
- [Marketing in times of crisis](https://thinksmartmarketing.com.au/mfm-marketing-crisis/) - With Joel Goodsir, Head of Marketing at Inspirations Paint Find out why Mark Ritson praised Joel Goodsir as a smart marketer in The Australian. In this episode Joel shares his story on investing in brand and marketing during COVID-19, and how he rallied the troops to build a click and deliver service within weeks, and managed
- [4 Marketing Automation Campaigns To Accelerate Your Revenue](https://thinksmartmarketing.com.au/4-automation-campaigns-to-accelerate-your-revenue/) - With the rise of marketing automation technologies and the increasing availability of data to inform decisions, marketers need to be thinking about the best way to use this data and the technology to grow customers, revenue and relationships. Understanding the customer journey and the brand touchpoints is the first step to identifying the opportunities for
- [The role of marketing in leadership](https://thinksmartmarketing.com.au/mfm-role-marketing-leadership/) - With Rita Harding, Non-Executive Director / Strategic Marketer Has marketing become all about promotion? We chatted to Rita, a marketer who knows the ecosystem inside-out on how marketing should elevate above the tactical, in order to reclaim its seat at the leadership table.
- [The power of vulnerability in B2B marketing](https://thinksmartmarketing.com.au/mfm-power-vulnerability-b2bmarketing/) - With Jeff Clark, CX Strategy Officer at MicroChannel How do we use technology to connect with audiences? Jeff Clark shares his insights on how tech can be used by brands as a tool to gain empathy, drive vulnerability and build a strong customer experience.
- [Connecting with a niche audience](https://thinksmartmarketing.com.au/mfm-connecting-niche-audience/) - With Nicole Papoutsis, Head of Brand & Marketing at Genea In a world where personalised content is king, every marketer is trying to connect to a niche audience. And Nicole Papoutsis, Head of Brand & Marketing at Genea knows this better than most. Nicole’s award-winning marketing focuses on understanding the motivations of her niche, by being
- [Marketing across multi-national regions](https://thinksmartmarketing.com.au/mfm-marketing-regions/) - With Tania Mushtaq, Head of Marketing at Boomi Balancing global stakeholders with the nuances of regional marketing is tough. In this episode Tania she shares her advice on navigating the complexity of multi-national marketing and finding success in the Asia-Pacific & Japan market.
- [Building a thriving marketing team](https://thinksmartmarketing.com.au/mfm-thriving-marketing-team/) - With Alison Green, Executive Marketing Leader Is your team striving or thriving? We chat with Alison Green, Executive Marketing Leader, as she shares her smarts on leadership and investing in understanding the inherent skills of each and every team member to create a high-performing marketing team.
- [Creating a distinct brand voice](https://thinksmartmarketing.com.au/mfm-distinct-brand-voice/) - With Sara Howard, Founder & Director at Writers Australia How can a strong brand voice support the customer journey? How do you avoid buzzword bingo? In this episode, Sara Howard shares her pearls of wisdom, such as creating the ‘ah-ha’ moment for your reader through surprising words and the two critical elements of a strong
- [Driving customer experience in B2B marketing](https://thinksmartmarketing.com.au/mfm-customer-experience-b2bmarketing/) - With Rushenka Perera, Head of Marketing ANZ at SAP Is your sales team the key to differentiating through customer experience? Absolutely, if Rushenka Perera, Head of Marketing ANZ at SAP is to be believed. And as a veteran marketer, whose really made her mark in the tech space, we’d say her word is as good as
- [Building a community through content marketing](https://thinksmartmarketing.com.au/mfm-building-community-content-marketing/) - With Carolyn Hyams, Marketing Director at Aquent A common misconception of content marketing is that one piece of content = hundreds of leads. Rather, it takes time to see the impact on business outcomes. Carolyn shares her insight on the art of this long term investment - and how she grew the brand through building
- [Why You Need to Focus On the Middle of the Funnel Right Now](https://thinksmartmarketing.com.au/why-you-need-to-focus-on-the-middle-of-the-funnel-right-now/) - Now more than ever, as organisations large and small grapple with the repercussions of the pandemic and economic recession, the pressure is on to boost sales leads and new business activity. As a marketer, this means the bulk of your budget, time and effort goes into the top of the funnel (TOFU). While focusing on
- [Secrets to effective writing](https://thinksmartmarketing.com.au/mfm-secrets-effective-writing/) - With Sarah Mitchell, Founder of Typeset Typeset recently launched the State of Writing report to ask: How can our business communication become more effective? Marketing’s million dollar question (on a restricted budget, of course).We chat with Sarah on how to know what your audience really want to read, balancing the scales between quality & quantity,
- [How to build a business roadmap for growth](https://thinksmartmarketing.com.au/how-to-build-business-roadmap-plan-for-growth/) - A laser-focused roadmap is key in painting a clear path for your teams to hit the ground running (and in the same direction) for 2021 and beyond.
- [How to manage high performing agency relationships](https://thinksmartmarketing.com.au/mfm-manage-agency-relationships/) - With Darren Woolley, Founder and Global CEO of TrinityP3 Marketing Management At a time when marketers and their budgets continue to be under downward pressure, what can marketers do to obtain greater value from their agencies? The secret is in the relationship. But a great relationship doesn’t just happen, it needs to be managed. We
- [5 ways to overcome virtual event fatigue](https://thinksmartmarketing.com.au/virtual-event-fatigue/) - As virtual events become the mainstream the focus is now on finding ways to better engage audiences and drive attendance numbers.
- [Why We Need To Stuff Our Briefs With Emotion ](https://thinksmartmarketing.com.au/why-we-need-to-stuff-our-briefs-with-emotion/) - We call them pain points because we know what pain does to us. Pain makes us feel. We have an emotional response to it. Yet, in B2B marketing we demonstrate those pain points as automatons and product-driven functional messaging devoid of any emotion.
- [6 Must-Haves for High-Performing Nurture Emails](https://thinksmartmarketing.com.au/high-performing-nurture-emails/) - If you’re looking to create a high-performing nurture email campaign, keep these six considerations in mind. From writing clear and concise emails to including an effective CTA, following these best practices will help you turn passive subscribers into qualified leads or even customers over time.

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## Projects

- [Uniting trusted healthcare technologies under one platform brand](https://thinksmartmarketing.com.au/project/evaran-brand-strategy/) - The Challenge AKKR Group had recently brought together three established care technology businesses spanning Australia, UK and US — eCase, CareLineLive and MOA — each with strong market recognition and a clear role within the care sector. The opportunity wasn’t to replace those brands, but to articulate the power of them coming together. Collectively, the
- [Redefining a brand for its next chapter ](https://thinksmartmarketing.com.au/project/financial-services-brand-repositioning-case-study/) - Iress is a name that carries weight in the financial services industry. With more than 30 years of experience, ASX listing, and technology embedded deep within the industry’s core systems, the business has long been considered a safe pair of hands. The challenge Over time, the business evolved significantly, but its brand expression hadn’t kept pace. As an Australian born company that expanded globally, the Iress brand began
- [Dynamic Personalisation at Scale](https://thinksmartmarketing.com.au/project/dynamic-personalisation-for-financial-services/) - Full funnel integrated campaign putting the NICE inContact leading software to work in the clouds
- [Work Happily Ever After](https://thinksmartmarketing.com.au/project/work-happily-ever-after/) - Telling the story behind digital transformation. FUJIFILM Business Innovation (BI) Australia faced a brand challenge that many other B2B organisations face: to reposition a legacy brand. Despite a strong heritage being known for office printers, the market’s perception hadn’t kept up with the company’s evolution into a dynamic, consultative partner for digital transformation. Many customers
- [Out of this World](https://thinksmartmarketing.com.au/project/boomi-ootw/) - Repurposing the Out of this World tour, we cut through with senior executives during the holiday period by creating the audiobook - Out of the Office Edition.
- [Door Opener Direct Mailer](https://thinksmartmarketing.com.au/project/door-opener-direct-mailer/) - The Enterprise team at Dell were eager to find more creative and cut through ways to engage with a new and dormant audience of CIOs and senior IT leaders. We helped Dell cut through the noise with a bold, targeted campaign that captured the attention of enterprise IT leaders and secured valuable meetings. Taking charge of
- [Brand Transformation](https://thinksmartmarketing.com.au/project/fujifilm-brand-transformation/) - Modernising a heritage brand For over 65 years, FUJIFILM Business Innovation Australia has been helping organisations run smoothly, providing reliable document solutions and services. Known for its wide range of office multifunction devices, production equipment, printers, and services, the company has earned a strong reputation in the industry. Embracing digital transformation within their own organisation, FUJIFILM
- [Be there. From anywhere](https://thinksmartmarketing.com.au/project/nice-wfa/) - Full funnel integrated campaign putting the NICE inContact leading software to work in the clouds
- [Integrated Portfolio Campaign](https://thinksmartmarketing.com.au/project/adobe-integrated-campaign/) - Integrated strategy framework to deliver personalisation at scale and alignment across the customer journey, across all channels and marketing & sales teams for ANZ, Asia and India.
- [APAC Content](https://thinksmartmarketing.com.au/project/intersystems-content/) - Global content from InterSystem HQ doesn't always meet the needs of APAC audiences, so we work to repurpose these to drive efficiency and local effectiveness.
- [Rebrand](https://thinksmartmarketing.com.au/project/healthmetrics_rebrand/) - With the launch of the new brand position of “Taking care of care”, Health Metric’s eCase software platform is more ready than ever to empower providers to focus on high-quality, person-centred care.
- [Local Content Drives High Impact](https://thinksmartmarketing.com.au/project/iron-mountain-local-content/) - Full funnel integrated campaign putting the NICE inContact leading software to work in the clouds
- [Adobe Answers Content Program](https://thinksmartmarketing.com.au/project/adobe-answers/) - Full funnel integrated campaign putting the NICE inContact leading software to work in the clouds
- [High Impact Presence in Events & OOH](https://thinksmartmarketing.com.au/project/procore-expanding-presence/) - Amplifying Procore's Brand Visibility across Sydney's OOH Landscape.
- [Repositioning and Going Global](https://thinksmartmarketing.com.au/project/iron-mountain-information-transformation/) - Full funnel integrated campaign putting the NICE inContact leading software to work in the clouds
- [Time is Running Out](https://thinksmartmarketing.com.au/project/adobe-time-is-running-out/) - With Google retiring Universal Analytics, the time was ripe for a competitive campaign to win customers as they were forced to reconsider their platform.
- [Made for the toughest jobs](https://thinksmartmarketing.com.au/project/himac-made-for/) - Himac Attachments are hard wearing, Australian made machinery for the toughest of jobs. Their creative needed to tell that story.
- [Be here, there and everywhere](https://thinksmartmarketing.com.au/project/nice-be-here-there-and-everywhere/) - Full funnel campaign to drive awareness through to conversion
- [Smarter Construction](https://thinksmartmarketing.com.au/project/procore-smarter-construction/) - Comprehensive campaign platform encompassing end-to-end integrated activity for a 12 month campaign building full funnel coverage.
- [Partner Growth Strategy](https://thinksmartmarketing.com.au/project/oua-partner-growth-strategy/) - Building the end-to-end partner growth strategy from the ground up to become #1 online tertiary education marketplace.
- [Marketplace Insights Report](https://thinksmartmarketing.com.au/project/marketplace-insights-report/) - Leading with a data-rich report and delivered through a highly targeted campaign, OUA shares valuable insights to university partners.
- [Nurture Audit & Strategy](https://thinksmartmarketing.com.au/project/procore-nurture-audit-strategy/) - Full audit and strategy development of the nurture program for Procore to optimise performance and conversion.
- [APN Awards eBook](https://thinksmartmarketing.com.au/project/aws-apn-ebook/) - Moving beyond the awards night and capturing the AWS Partner Network Awards winners, and their exceptional customer stories.
- [Partnering for Growth](https://thinksmartmarketing.com.au/project/partnering-for-growth-with-afcx/) - As the strategic marketing partner for AFCX since 2016, we support with strategy, expert content, digital management and product development.
- [High Impact Virtual Events](https://thinksmartmarketing.com.au/project/dell-high-impact-virtual-events/) - Holistic development of high quality content, virtual events, and production
- [Austrac Reporting Explainer](https://thinksmartmarketing.com.au/project/identitii-explainer/) - Dealing in the complex world of regtech, Identitii needed to simplify the value proposition for their core product - reporting for AUSTRAC.
- [Mentally Healthy Workplaces Strategy](https://thinksmartmarketing.com.au/project/safework_mhw/) - 3 year marketing communications strategy to support the successful delivery of the NSW government's Mentally Healthy Workplaces program strategy.
- [B2B2C Content](https://thinksmartmarketing.com.au/project/cuscal-content/) - As a leader in the payments industry, Cuscal needed to start creating content to demonstrate their leadership and drive more brand awareness in market.
- [Customer Story](https://thinksmartmarketing.com.au/project/ringcentral_customerstory/) - Case studies need not be boring. By leaning into the customer benefit of delivering true CX, this video story demonstrates the value provided by RingCentral to Journey Beyond.
- [Customer Stories](https://thinksmartmarketing.com.au/project/boomi-customer-stories/) - Customer stories told differently, using creativity and engaging storytelling
- [HubSpot + Salesforce](https://thinksmartmarketing.com.au/project/nikko-hubspot/) - Strategy and solution for a new MarTech platform globally to supercharge marketing and connect sales.

## Resources

- [2026 B2B Brand Relevance Index:<br>Why brands struggle to create early buyer preference](https://thinksmartmarketing.com.au/resource/b2b-brand-relevance-index-2026/) - Study of 100 B2B brands t explore why they struggle to create early buyer preference and relevance needed to make the shortlist
- [Doing More With Less: <br>The CMO Playbook](https://thinksmartmarketing.com.au/resource/doing-more-with-less-2025-research/) - 2025/26 B2B research which explores increased centralisation and the need to do more with less local resources, and budget.
- [Brand as a Revenue Multiplier](https://thinksmartmarketing.com.au/resource/brand-revenue-multiplier-guide/) - This guide explains why Brand investment in B2B is as a revenue multiplier and critical for short and long term growth.
- [CMO Briefing - B2B Buyer Trends](https://thinksmartmarketing.com.au/resource/b2b-buyer-trends-2026/) - Watch the CMO Briefing on B2B buyer trends, category positioning, and how to scale demand, plus insights from Outthink Signal Scans.
- [Fujifilm Rebrand Case Study Presentation](https://thinksmartmarketing.com.au/resource/fujifilm-rebrand-case-study-pres/) - The Fujifilm Business Innovation brand strategy and launch is discussed in the case study presentation, showing the critical role of brand.
- [From Brand to Revenue: Webinar](https://thinksmartmarketing.com.au/resource/brand-revenue-webinar-linkedin/) - CMOs and executive leaders are realising that without a strong brand position in market - one which your buyers understand and see value in - lead gen and sales activity is stifled at best and ineffective at worst.
- [AI for B2B Marketing](https://thinksmartmarketing.com.au/resource/ai-for-b2b-marketing/) - It’s early days for the use of AI in B2B marketing. The nuanced nature of B2B means that it’s not as straight forward to apply AI – especially genAI – as it might be for consumer brands where a high volume of content needs to be delivered at speed and scale.
- [Integrated B2B Marketing Strategy](https://thinksmartmarketing.com.au/resource/integrated-b2b-marketing-strategy/) - Silos are forming not just between marketing and other functions, but within marketing teams too. Silos disconnect customer insight

## Categories

- [Strategy](https://thinksmartmarketing.com.au/category/strategy/)
- [Creative](https://thinksmartmarketing.com.au/category/creative/)
- [Performance](https://thinksmartmarketing.com.au/category/performance/)

## Tags

- [Email Nurture](https://thinksmartmarketing.com.au/tag/email-nurture/)
- [B2B Marketing](https://thinksmartmarketing.com.au/tag/b2b-marketing/)
- [High Performance Marketing](https://thinksmartmarketing.com.au/tag/high-performance-marketing/)
- [Nurture Emails](https://thinksmartmarketing.com.au/tag/nurture-emails/)
- [Live Events](https://thinksmartmarketing.com.au/tag/live-events/)
- [Melbourne](https://thinksmartmarketing.com.au/tag/melbourne/)
- [Leadership](https://thinksmartmarketing.com.au/tag/leadership/)
- [Sydney](https://thinksmartmarketing.com.au/tag/sydney/)
- [Research](https://thinksmartmarketing.com.au/tag/research/)
- [Strategy](https://thinksmartmarketing.com.au/tag/strategy/)
- [AI](https://thinksmartmarketing.com.au/tag/ai/)

## Categories

- [Strategy](https://thinksmartmarketing.com.au/project_category/strategy/)
- [Creative](https://thinksmartmarketing.com.au/project_category/creative/)
- [Content](https://thinksmartmarketing.com.au/project_category/content/)
- [Performance](https://thinksmartmarketing.com.au/project_category/performance/)

## Resources Category

- [Report](https://thinksmartmarketing.com.au/resources-category/report/)
- [Webinar / Video](https://thinksmartmarketing.com.au/resources-category/webinar/)