How is your B2B travelling?

Green Hat/AMI B2B Marketing Research Report 2020

Andrew’s B2B interview on Ticker TV ‘Brand Builders’ show

Check out the wide-ranging studio discussion on B2B between our CEO Andrew Haussegger and Ticker TV host Trevor Young. What’s up with content, automation and best-practice strategy in B2B in Australia… and more? Find out.

The go-to report on the state of B2B marketing in Australia

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Is your B2B travelling economy or first class?


Best-in-class marketers are 3x more likely to accurately measure and communicate ROI


Only 46% reported that the marketing and sales teams are strategic partners in business growth


Just 54% said marketing is highly valued and the CMO is a member of the senior leadership team

The #1 challenge B2B marketers faced was growing and measuring brand awareness and brand health. Buckle up and find out why…

Welcome to the 10th annual edition of Australia’s most comprehensive report on B2B marketing. Many thanks to the 537 respondents who provided input for this edition.

The report maps the flight path for Australian B2B marketers by presenting data and insights on B2B marketing trends, challenges, objectives, strategy, brand and much more for 2020.

We are delighted to have the support of the Australian Marketing Institute (AMI), our media partner Marketing Magazine and our research sponsor HubSpot. Many thanks to our B2B CMO Advisory Council for providing valuable insights and joining us for the journey.

B2B CMO Advisory Council

We have a great team of experienced B2B CMOs guiding the direction of the research program.

Trisca Scott-Branagan

Head of Marketing – Institutional,
ANZ Bank


Natalie Truong

CMO Asia & Head of B2B Marketing –
Pacific, Mercer

Bernice Muncaster

Director of Marketing & Communications, Australia
& New Zealand, DXC Technology

Dave Nicholls

Commercial Director,
PPG Industries

Mitchell Mackey

Marketing Director – Transformation,
Ansell Healthcare

Paul Liddiatt

Education Horizons Group

Lynda Cavalera

Australian Marketing Institute

Andrew Haussegger

Green Hat

Shawn Low

Head of Social & Inbound, Report Editor,
Green Hat

Your report should be landing in your inbox shortly.

Green Hat has been developing the B2B Marketing Research report since 2011 in collaboration with Australia’s leading industry associations – Australian Marketing Institute and ADMA.