4 min
The traditional b2b marketing playbook—built around trade shows, product-focused collateral, and relationship-based selling—is showing significant strain in our increasingly digital-first world. Decision-making units have expanded to an average of 7 stakeholders in recent years. Purchase journeys...
4 min
You've likely encountered the term "inbound marketing". But perhaps you’re wondering if it's just another buzzword or a genuine strategy worth your investment. The short answer? It's a methodology that's particularly well-suited to organisations looking to modernise their approach without losing...
4 min
If you're involved with a tech startup, you've likely encountered some daunting startup failure statistics. According to the latest data, up to 90% of startups fail. The main culprits behind these failures are consistently the same: the absence of product-market fit and poor strategy formulation...
4 min
Let's be honest. B2b marketing has become exponentially more complex. With an ever-expanding digital landscape, shifting buyer behaviours, and economic uncertainty, Australian businesses are feeling the pressure to perform while their marketing budgets are under intense scrutiny.
4 min
It’s a common instinct that when resources are stretched and pressure is mounting, keeping marketing in-house feels like the smart move. After all, who knows your products better than your own team? But there's a significant disconnect between this perception and reality. The true costs of DIY...
4 min
If you're leading marketing for a medium to large organisation, you're likely sitting on mountains of information – customer purchase histories, website analytics, campaign metrics, CRM data – yet still struggling to answer fundamental questions about marketing performance and customer behaviour.
3 min
Industrial organisations face a pivotal challenge: a growing divide between marketing, sales and engineering teams. While tech startups might grab attention with their agile structures and seamless collaboration, established industrial players grapple with a very different reality: how do you...
2 min
We're thrilled to announce that Brand chemistry has secured a remarkable triple win at the prestigious 2025 Web Excellence Awards! That makes us a recognised and highly decorated b2b agency in this season's competition, with our transformative work for clients across diverse industrial sectors...
5 min
When it comes to paid media, the digital advertising landscape presents unique challenges for b2b marketers. While many agencies and platforms offer generic paid media solutions, the reality is that industrial b2b organisations require specialised approaches that align with their complex buying...
3 min
When we discuss b2b marketing transformation, we typically focus on technology stacks, digital capabilities, and data analytics. However, after working with countless Australian manufacturing and industrial firms, we've noticed something striking: the most successful transformations aren't...
3 min
Every year, industrial marketing leaders face the same challenge: how to prove that marketing isn't just a cost centre but a strategic driver of business growth. While tech companies can point to clear attribution models and quick sales cycles, those in industrial b2b often struggle to connect...
3 min
While digital transformation dominates boardroom conversations, the reality on the ground is far more complex. Legacy systems that don't talk to each other, manual processes that consume valuable time, and the constant challenge of proving marketing's contribution to revenue all create a perfect...
