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Video: Unpacking The Future of B2B Marketing.



Hear from B2B marketing leaders as they discuss the findings of the 2022 Green Hat AMI/BBN Marketing Research study; Australia’s most comprehensive B2B Marketing study.

Speakers: Kerry Cunningham, US-based author of B2B demand waterfall models and frameworks for SiriusDecisions and Forrester, delve into the state of B2B marketing with two leading local CMOs, Bernice Muncaster and David Nicholls, as well as Green Hat MD Stuart Jaffray.

These B2B experts and CMOs discussed the latest trends in key areas such as the balance between B2B branding & demand-gen, effectiveness measurement, content marketing, ABM and martech. They also analysed what best-in-class marketing looks like and what the future holds for our profession in 2022!

During the webinar we asked our participants Which ONE of the following did you find most challenging in 2021?

  1. Growing and measuring brand awareness
  2. Generating and nurturing leads
  3. Implementing ABM
  4. Implementing martech platforms
  5. Measuring marketing performance
  6. Optimising customer experience

The number one challenge according to our webcast participants was generating and nurturing leads, followed by growing and measuring brand awareness. In this year’s Green Hat AMI B2B Market Research study we saw growing and measuring brand awareness come in as the number one challenge for the third consecutive year. To find out more, click here to receive your copy of the study,

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Tushar Warrier

Over the past 15 years, Tushar has worked with B2B and B2C brands across the Asia Pacific region, particularly in Singapore, India and Australia. He prioritises problem-solving and has worn many hats across his career – the latest being a Green one. At Green Hat, he works with our clients as Head of Marketing and Growth, as well as a part of the Account Service team.