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Andrew Haussegger reposted thisMost B2B marketing conversations are still obsessed with volume. More leads. More content. More activity. The reality? Growth comes from moving the accounts that matter. That's why I'm looking forward to hosting this Green Hat Breakfast Briefing with Andy Lark, Tim Hill, Sandipan G., Andrew Haussegger and other leaders who have spent their careers at the sharp end of B2B marketing. This won't be another presentation full of theory. It will be a candid and provocative discussion about what's really working today: influencing buying groups, aligning marketing and sales, and creating measurable revenue impact. If you're a client-side B2B marketer looking for practical insights from people who have done it, we would love to see you there. Registration link in the comments.Andrew Haussegger reposted thisMost B2B organisations don't have an ABM strategy problem. They have an execution problem. Join Andy Lark, Tim Hill (Amazon Web Services (AWS)) and Sandipan G. (Lenovo) at our upcoming breakfast briefings as we explore what it takes to move from ABM strategy to execution at scale. We'll discuss: Why buying groups are becoming harder to engage Where traditional growth models are falling short How leading organisations are building Account-based Operating Models (AOMs) The role of people, process, technology and data in driving growth 📍 Melbourne | 1 September 📍 Sydney | 2 September Places are limited. 👉 Register here: https://lnkd.in/ge2qfv-4 Who should attend? CMO/Head of Marketing, CRO/Head of Sales, ABM leaders, growth strategists, digital/content leaders and anyone responsible for strategic customer engagement. #B2BMarketing #ABM #RevenueGrowth #DemandGeneration Andrew Haussegger Stuart Jaffray Cordelia M. Burton
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Andrew Haussegger reposted thisAndrew Haussegger reposted thisAs someone leading an AI-powered content team, I’ve become more obsessed with GitHub Contributions than follower count. There’s three words repeating in my head like a mantra: 𝐜𝐨𝐦𝐦𝐢𝐭, 𝐦𝐞𝐫𝐠𝐞, 𝐩𝐮𝐬𝐡. It’s the difference between myself and the team playing AI solo vs playing as an orchestra. If you’re unfamiliar with Git’s workflow, here’s how it would look if you were say, I don’t know, a Head of Content in a leading B2B marketing agency: 𝘠𝘰𝘶’𝘳𝘦 𝘶𝘴𝘪𝘯𝘨 𝘊𝘭𝘢𝘶𝘥𝘦 𝘊𝘰𝘥𝘦 𝘸𝘪𝘵𝘩𝘪𝘯 𝘊𝘶𝘳𝘴𝘰𝘳 𝘵𝘰 𝘤𝘳𝘦𝘢𝘵𝘦 𝘢𝘯 𝘢𝘶𝘵𝘰𝘮𝘢𝘵𝘦𝘥 𝘴𝘺𝘴��𝘦𝘮 𝘵𝘩𝘢𝘵 𝘤𝘳𝘦𝘢𝘵𝘦𝘴 𝘮𝘰𝘨𝘳𝘢𝘱𝘩 𝘦𝘹𝘱𝘭𝘢𝘪𝘯𝘦𝘳 𝘷𝘪𝘥𝘦𝘰𝘴 𝘣𝘢𝘴𝘦𝘥 𝘰𝘯 𝘢 𝘤𝘭𝘪𝘦𝘯𝘵’𝘴 𝘵𝘦𝘤𝘩𝘯𝘪𝘤𝘢𝘭 𝘥𝘰𝘤𝘴 1. Commit (Drafting & Finalising) You spend the morning refining the agent skill to define the flow and link the tools to generate the explainers. Once the outputs are generating exactly how you want them, you commit them. This saves this specific version of the files so you or your team do not accidentally overwrite them. 2. Merge (Reviewing & Integrating) While you were working, your Designer updated the HyperFrames templates and the Design.md with the client’s colours and fonts so every generation is brand-accurate. Before you can launch, you merge their design updates into your campaign file to ensure your work aligns with the latest brand rules. 3. Push (Launching & Executing) Now that your copy is combined with the designer’s updates, everything is ready. You push the final campaign data live to your team's centralised marketing automation platform so the videos can start generating and auto-scheduling. Et voilà! 🤌 AI-powered growth requires engineering-level discipline applied to creative workflows. If your marketing team isn't thinking in terms of versions, integrations, and deployments, you are leaving a huge amount of innovation to whither on the vine. Are you working like this yet? If not… why not? - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 👋 I'm Kade, I'm obsessed with how businesses 𝘳𝘦𝘢𝘤𝘩 and 𝘮𝘰𝘷𝘦 people. Head of Content and Creative at Green Hat. My three domains are: 🚀 🄶🅁🄾🅆🅃🄷 strategies 🤖 𝒄𝒓𝒆𝒂𝒕𝒊𝒗𝒆 technologies 😲 𝕣𝕖𝕞𝕒𝕣𝕜𝕒𝕓𝕝𝕖 content Need to get going yesterday? DMs always open.
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Andrew Haussegger shared thisIf your ABM program is underperforming, I'll propose to you its not because of your strategy. I'll suggest its underperforming because the operating model behind it was never built for how B2B buyers actually buy today. And you're not alone. Globally nearly 80% of organisations run an ABM strategy (55% in APAC), yet only around 20-29% say it's genuinely operationalised. That gap between adoption and maturity (aka effectiveness) is where pipeline quietly leaks away, and it's widening every quarter. Here's what's driving it. Our APAC B2B Buyer Journey Research (see link in comments) shows buying groups now average 11 people, and they don't engage a vendor until roughly 60% of the buying journey is already done. By the time your sales team is invited in, the shortlist is largely set and the preferred vendor is often already emerging. The fix isn't more content or more campaigns; it's a shift to real-time, signal-based execution where humans lead and AI agents do the continuous work beneath them: enriching account data, mapping buying groups, reading signals and surfacing the next best action. That's the foundation of the account-based operating model, and it's what lets us do the one thing ABM has always been about, which is moving the accounts that matter through their buying process and in your direction. Click through to read more. What's the single biggest thing slowing your ABM execution right now? I'd like to hear it. #B2BMarketing #ABM #AccountBasedMarketing #AIinMarketing #RevenueGrowth Stuart Jaffray Jakob Naumann Joel Thomson (乔尔) Shawn Low Cordelia M. Burton Malte Weyhe Jesus Requena Tim Brewin Marc Makrid Emma Roborgh - Founder B2B Marketing Leaders Forum Kristy Kelly Kade Greenland Prajwal GadtaulaABM doesn’t have a strategy problem. It has an operating model problem.ABM doesn’t have a strategy problem. It has an operating model problem.
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Andrew Haussegger shared thisI'm looking forward to this event. AI is throwing up a lot of hope (hype) and we B2B marketers are all trying to weave the goodnees of agents into how B2B marketing should be done - ie it should be account-based, in our humble opinion. ABM has multiple operational challenges in its current form and in this session, we will unpack those and show how they can addressed in the new operasting model. Stuart Jaffray Kade GreenlandAndrew Haussegger shared thisJoin Andy Lark and senior marketing leaders from AWS, Lenovo, Ricavi, Firmable and Generate for an exclusive breakfast briefing exploring how agent-enabled operating models are transforming account-based growth. Discover how AI agents and humans can work together to improve personalisation, increase scale, enhance buying group visibility and accelerate time-to-market. Featuring a live demonstration of the agent-enabled Account-based Operating Model (AOM) in action.Breakfast Briefing: Moving the accounts that matterBreakfast Briefing: Moving the accounts that matter
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Andrew Haussegger reposted thisAndrew Haussegger reposted thisOne of our Greenies, Carmen Canle, is from Spain. Another, Stuart Jaffray, was just in it for the sweepstake. Today, they’re both celebrating after Spain brought it home. #FIFAWorldCup, #FIFAWorldCup26, #WorldCup26
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Andrew Haussegger shared this“This feels like a therapy session.” That was the standout comment in a recent B2B roundtable we ran with CMOs and marketing leaders from tech, professional services and industrial businesses. Government marketing is structurally difficult. The real challenge isn’t procurement, it’s everything that happens before it. By the time the process becomes visible, decisions are already taking shape. Buying is often driven by risk mitigation, not the size of the opportunity. Large stakeholder groups choose what is easiest to defend, making brand and reputation critical. At the same time, the buying group influence is invisible, signals are weak, and options are constrained. My colleague Malte Weyhe (head of ABM at Green Hat) breaks down how marketers can align to how decisions are actually made in this article "Marketing into Government accounts feels harder than it should be. This is why." Link is in the comment below... Stuart Jaffray Muskan Shrestha #GovernmentMarketing #B2BMarketing #ABM #CMO #GreenHat
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Andrew Haussegger reposted thisAndrew Haussegger reposted thisWe are delighted to announce two new greenies to the Green Hat team. - Surabhi Samak joins as ABM Program Director - Nishesh Pradhananga joins as Data & Insights Analyst They will both play important roles in our tech-led approach to #ABM and delivering great B2B marketing for our clients. Andrew Haussegger | Stuart Jaffray | Malte Weyhe | Jakob Naumann | Mark Knobel #B2B #NewHires #AIMarketing #APAC #GreenHat
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Andrew Haussegger reposted thisAndrew Haussegger reposted thisSearch didn’t die—it just stopped sending traffic. As AI reshapes how answers are surfaced, the real question for CMOs isn’t “How do we rank?” but “How do we show up when clicks disappear?” The brands winning next won’t chase keywords—they’ll own the answer. Read article by Joel Thomson (乔尔) #B2BMarketing #SearchEvolution #AI #CMOInsights Andrew Haussegger | Stuart Jaffray | Shawn Low | Malte Weyhe | Jakob Naumann | Mark Knobel | Cordelia M. BurtonThe un-Googling of search, three years on: Google survived. The click got weaker.The un-Googling of search, three years on: Google survived. The click got weaker.
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Andrew Haussegger reposted thisAndrew Haussegger reposted thisOn ‘Distribution Infrastructure’ It feels illegal to say as a Head of Content. But without the rails, your train ain’t going nowhere. Distribution > Design Here’s why focussing on your distribution infrastructure can be one of the biggest early unlocks for your content-led growth strategy. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 👋 I'm Kade, I'm obsessed with how businesses 𝘳𝘦𝘢𝘤𝘩 and 𝘮𝘰𝘷𝘦 people. My three domains are: 🚀 🄶🅁🄾🅆🅃🄷 strategies 🤖 𝒄𝒓𝒆𝒂𝒕𝒊𝒗𝒆 technologies 😲 𝕣𝕖𝕞𝕒𝕣𝕜𝕒𝕓𝕝𝕖 content Need to get going yesterday? DMs always open. Work with me Green Hat.
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Andrew Haussegger liked thisAndrew Haussegger liked thisToday we kicked off our Breakfast Briefing series in Melbourne with a room full of B2B marketers asking a common question: Why does executing modern B2B marketing still feel harder than it should? Keynote speaker Andy Lark challenged attendees to spend less time working in marketing and more time working on marketing. A simple observation, but one that clearly resonated with the audience. From there, Andrew Haussegger and Jakob Naumann explored four operational challenges that continue to slow down account-based growth, from fragmented data to an inability to scale. They then demonstrated how Green Hat's AI-enabled Account-based Operating Model (AOM) is helping organisations overcome those barriers. The morning finished with an outstanding panel discussion featuring Tara Salmon and Regan Barker, who shared practical perspectives on the role of data, AI and operational readiness in driving growth. One theme stood out: AI capability is advancing rapidly, but many organisations are still working through the operational foundations required to take advantage of it. A big thank you to our speakers, panellists and everyone who joined us for the first session of the series. #AOM #ABM #B2Bmarketing #AccountBasedMarketing Stuart Jaffray Surabhi Samak Kade Greenland
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Andrew Haussegger liked thisAndrew Haussegger liked this“Marketing has changed because the interface has changed” - Andy Lark LIVE 🚨@ our Green Hat B2B Breakfast Briefing. Have a think about what software you first open to kick off your day. It used to be your email, now it is your agent. We should expect to be pushed insights, not pull data to still have to analyse.
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Andrew Haussegger liked thisAndrew Haussegger liked thisMost B2B organisations don't have an ABM strategy problem. They have an execution problem. Join Andy Lark, Tim Hill (Amazon Web Services (AWS)) and Sandipan G. (Lenovo) at our upcoming breakfast briefings as we explore what it takes to move from ABM strategy to execution at scale. We'll discuss: Why buying groups are becoming harder to engage Where traditional growth models are falling short How leading organisations are building Account-based Operating Models (AOMs) The role of people, process, technology and data in driving growth 📍 Melbourne | 1 September 📍 Sydney | 2 September Places are limited. 👉 Register here: https://lnkd.in/ge2qfv-4 Who should attend? CMO/Head of Marketing, CRO/Head of Sales, ABM leaders, growth strategists, digital/content leaders and anyone responsible for strategic customer engagement. #B2BMarketing #ABM #RevenueGrowth #DemandGeneration Andrew Haussegger Stuart Jaffray Cordelia M. Burton
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Andrew Haussegger liked thisAndrew Haussegger liked thisWe're excited to share the launch of Intellihub Group's new website. Working alongside Jackie Pippin and the Intellihub team, we helped re-platform their website to create a scalable digital experience that reflects the organisation's role in powering the energy transition across Australia and New Zealand. The project brought together strategy, UX, design, development, content and SEO to deliver: - A clearer site structure - Improved customer journeys - Greater content consistency - A scalable platform to support future growth More importantly, it demonstrates what's possible when client and agency teams work as one. A huge thank you to everyone involved. We're proud to have partnered with Intellihub on this important milestone. Explore the new site: https://lnkd.in/gGACUU-8 #DigitalTransformation #WebsiteLaunch #CustomerExperience #EnergyTransition #B2BMarketing Stuart Jaffray Andrew Haussegger Jakob Naumann Emma Dickson Nisha Patel Megan Carter
Experience & Education
Volunteer Experience
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Chair - Green Hat / AMI B2B CMO Advisory Council
Green Hat
- Present 15 years 1 month
Education
Chairing the B2B CMO ADVISORY COUNCIL, a group of 'esteemed' B2B marketing leaders.
The council provides direction for the annual development of the Green Hat / Australian Marketing Institute B2B Marketing Research report. This is an industry initiative to research the latest usage, trends and direction for B2B marketing in Australia. The first research study launched in 2011 and it is the most comprehensive annual research study in the APAC region.
The major themes covered…Chairing the B2B CMO ADVISORY COUNCIL, a group of 'esteemed' B2B marketing leaders.
The council provides direction for the annual development of the Green Hat / Australian Marketing Institute B2B Marketing Research report. This is an industry initiative to research the latest usage, trends and direction for B2B marketing in Australia. The first research study launched in 2011 and it is the most comprehensive annual research study in the APAC region.
The major themes covered include:
Marketing strategy
Branding
Content marketing
Digital and channel marketing
Measurement, analytics and data
Marketing technology
Sales and Marketing alignment
Account-based marketing
More information is found at www.green-hat.com.au/b2b-report.
Publications
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B2B Marketing Budget & AI Priorities Research Report
Green Hat / 6sense Research
B2B Marketing Budget & AI Research report that analyses how marketers are allocating budget and AI priorities.
Other authorsSee publication -
APAC B2B Buyer Journey Research Report
Green Hat / 6sense
Research on how APAC B2B buyers buy and the relevance for B2B marketers.
Providing significant insights into the buying party size, process, vendor engagement and research approaches.Other authorsSee publication -
Green Hat/AMI B2B Marketing Research Report 2020
Green Hat and Australian Marketing Institute
Australia's most comprehensive report on the state of the B2B marketing sector, addressing key themes:
Best-in-class marketing strategy
Role of CMO and marketing
Digital trends
Content and inbound marketing
Investment priorities
Measurement and metrics
Sales and Marketing alignment
... and moreOther authorsSee publication -
Green Hat/AMI B2B Marketing Research Report 2019
Green Hat and Australian Marketing Institute
Australia's most comprehensive report on the state of the B2B marketing sector, addressing key themes:
Best-in-class marketing strategy
Role of CMO and marketing
Digital trends
Content and inbound marketing
Investment priorities
Measurement and metrics
Sales and Marketing alignment
... and moreOther authorsSee publication -
Green Hat/AMI B2B Marketing Research Report 2018
Green Hat and ADMA
Australia's most comprehensive report on the state of the B2B marketing sector, addressing key themes:
Best-in-class marketing strategy
Role of CMO and marketing
Digital trends
Content and inbound marketing
Investment priorities
Measurement and metrics
Sales and Marketing alignment
... and moreOther authorsSee publication -
B2B Marketing Research Report 2018 (Australia)
Green Hat/ADMA
2018 edition of the Australian B2B Marketing Research Report reporting on the strategies, activities and intentions of Australian B2B Marketers
Other authorsSee publication -
B2B Marketing Outlook Report (annual publication)
Australia
This report is developed annually in conjunction with Australia's leading marketing association, ADMA, and media partners, Marketing Magazine and B2B Marketing UK. We address trends in B2B digital marketing, content marketing, social media, inbound as well as traditional marketing and budget trends.
Other authors
Organizations
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Association Data-driven Marketing & Advertising (ADMA)
B2B Expert Group
- Present
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