SiteMinder is likely the biggest Australian tech company you’ve never heard of. The $1.1billion hotel booking system unicorn is headed for an IPO – so that will likely change. But what must also shift is Australia’s attitude to B2B marketing as the boring, rational sibling to B2C, says CMO Mark Renshaw. It’s where the smart money is headed, Renshaw reckons, and can teach FMCG marketers everything they need to know about going direct-to-consumer. Meanwhile, the former Leo Burnett Chief Digital Officer says in-housing is where it’s at – and that media and marketing guns can get a far “deeper” business education sitting within brand teams than agencies. He’s bucking the holdco consolidation model and working with specialists instead, and thinks ANZ’s top talent need no longer head oversees to pick up experience with global giants; the local tech scene provides far more opportunity to drive change than taking instructions from global HQ. 

SiteMinder is likely the biggest Australian tech company you&rsquo;ve never heard of. The $1.1billion hotel booking system unicorn is headed for an IPO &ndash; so that will likely change. But what must also shift is Australia&rsquo;s attitude to B2B marketing as the boring, rational sibling to B2C, says CMO Mark Renshaw. It&rsquo;s where the smart money is headed, Renshaw reckons, and can teach FMCG marketers everything they need to know about going direct-to-consumer. Meanwhile, the former Leo Burnett Chief Digital Officer says in-housing is where it&rsquo;s at &ndash; and that media and marketing guns can get a far &ldquo;deeper&rdquo; business education sitting within brand teams than agencies. He&rsquo;s bucking the holdco consolidation model and working with specialists instead, and thinks ANZ&rsquo;s top talent need no longer head oversees to pick up experience with global giants; the local tech scene provides far more opportunity to drive change than taking instructions from global HQ.&nbsp;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Attitude adjuster: IPO-bound Australian unicorn SiteMinder CMO plots growth surge as travel rebounds, but says brands, agencies have B2B marketing – and in-housing – all wrong

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