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13th December 2022 | 2 Minute Read | Written by Elyse Doornbos

CAPITAL-e's Top 7 B2B Marketing Trends to look out for in 2023

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20th February 2023 | 5 Minute Read | Written by Alice De Souza

Our Top 5 Marketing Campaigns of Chinese New Year: Year of the Rabbit 

This year, Asahi made a creative statement on modern Japanese society with their limited edition packaging. At first glance, the classic bottle is instantly recognisable – but look closer and you'll find an intricate origami rabbit that speaks to both progress and tradition in proud harmony.

5. Asahi

Nike always delivers the goods when it comes to cultural moments and this year is no exception, with the release of their limited edition 'Dunk Low' trainer. From its fluffy swish to the intricately designed soles, it's a fitting tribute that celebrates both nostalgia and progression - from 2011’s Year of the Rabbit-themed design to what we see now. Not only is it aesthetically pleasing but also symbolic of what many are hoping for in this new year; big leaps and boundless potential.

4. Nike

TikTok has done it again - this Chinese New Year, they've proved to be a source of education for young people through their collaboration with actor Andy Lau. The film features an endearing tribute to traditional red envelope giving (Hongbao) but re-centered it around well wishes rather than money. The film demonstrated how communication is valued over commercialism and concluded with a clever reveal of the TikTok logo – reinforcing that in modern times there's no better way to reach the youth than via video platforms like theirs.

3. TikTok

Here we have a brand that was set to take all the success last year, the Year of the Tiger. &nbsp;But instead of endless pursuits for 2023, it seems that Tiger Beer celebrated the achievements of 2022 - a momentous one at that! With an inspiring message they encouraged us to take time out and recognise our achievements so far; each step forward made up their clever connection to the future ahead; The Year of the Rabbit.

2. Tiger Beer

BMW made a huge splash this year with an engaging and unexpected campaign that cleverly took advantage of AI translator mishaps. In particular, the Chinese word Bao Ma - meaning 'precious horse' in English - is often mistranslated as "BMW". This basis for their film revolved around a printing house boss whose new years greeting cards were mistakenly translated to ‘Lucky money into BMW to success’ creating wonderful comedic chaos. Through an ingenious use of accidental language hacking, BMW were able hone in on joy and how it is capable bringing people together during special occasions.&nbsp;

1. BMW

As the dust settles on Chinese New Year it has, yet again, proven to be an opportune moment for brands to showcase their creativity. From eye-catching product packaging to captivating ad campaigns honouring the spirit of celebration, companies were able to leverage Chinese culture in remarkable ways. Here are some shining examples from this year – let these inspiring works serve as an early testament regarding successful marketing strategies during festive periods throughout 2023.

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1st February 2023 | 2 Minute Watch

Our Year in Numbers

And breathe…&nbsp;Where did January go? Or 2022 for that matter? If time flies when we’re busy, it’ll be Christmas again before we know it.&nbsp;The last year flashed past. From Wellington to Whistler. Summits to showcases. Websites to webinars. You trusted us with more than 165 events and over 100 marketing campaigns spread across 8 countries.&nbsp;Thank you.&nbsp;&nbsp;Thanks for letting us serve as an extension of your team and giving us the opportunity to innovate, create, grow and succeed with you.&nbsp;&nbsp;Thanks for taking us with you. When you’ve been promoted. When you’ve changed companies. When you’ve opened new offices. When you’ve met other ambitious and exciting tech folk that have needed our help.&nbsp;&nbsp;Please take a moment to celebrate 2022 with us. This is all possible with your support, trust and faith in us. From creating connections and careers to volunteering for charities to supporting independent and local suppliers, all of this is possible because you allow us the privilege of working for you.&nbsp;&nbsp;Thank you from all of us at CAPITAL-e.

International Women's Day: Inspirational Women in Tech

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7th March 2022 | 5 Minute Read 

Jane Lu’s transformation from corporate accountant to retail technology mogul is a true testament to the power of self-belief. Armed with nothing but her first laptop and some clothing tucked away in her parent's garage, she took an entrepreneurial leap into unchartered territory - online fashion retailing. Her audacity paid off when Showpo became one of Australia's leading internet retailers – shipping affordable fashion worldwide and boasting 1.6 million social media followers! As a CEO and role model to aspiring entrepreneurs, Jane has always advocated for the importance of having fun whilst working hard and persevering.&nbsp;For more information about Jane, head to her <a href="https://www.linkedin.com/in/janelu2012/" target="_blank" rel="noopener noreferrer">LinkedIn</a>. She also runs an extremely engaging and insightful youtube channel called <a href="https://www.youtube.com/@thelazyceo" target="_blank" rel="noopener noreferrer">The Lazy CEO</a>.

Jane Lu, CEO and Founder at Showpo

At 27, Ella Podmore has already made a huge impact in a male-dominated industry. &nbsp;At university, Ella had an undeniable talent for materials technology which led her to a work placement and a subsequent career at McLaren Automotive. Her innovative work improved the overall performance of their cars by creating lightweight material solutions as the industry moves towards electrification. In addition, Ella dedicates her spare time to changing the status quo by encouraging young women into tech-related careers through STEM (Science, Technology, Engineering and Maths) initiatives - continuing to be a beacon of light within these sectors. It’s no wonder that she has recently been awarded an MBE (Member of the British Empire) for her services to engineering, innovation and diversity. This goes alongside a multitude of awards that are a testament to Ella's hard work and dedication to changing the norm.&nbsp;Keep up to date with Ella's achievements over on her <a href="https://www.linkedin.com/in/epodmore/" target="_blank" rel="noopener noreferrer">LinkedIn</a> and take a look at what she has achieved for McLaren <a href="https://www.youtube.com/watch?v=Rk-qBKHnfa4" target="_blank" rel="noopener noreferrer">here</a>.

Ella Podmore MBE, Senior Materials Engineer at McLaren

Melanie Perkins' relentless drive and creativity have propelled Canva to become a $26 billion tech success. Her mission? To provide simpler design solutions for people everywhere - an admirable goal that persevered despite overcoming the odds of 100+ rejections from venture capitalists. It’s inspiring how Melanie’s tenacity has made ground-breaking achievements possible and secured her place as one of the most influential forces within technology today. She is a shining example of never giving up and believing in your ideas.&nbsp;For Canva updates head to her <a href="https://www.linkedin.com/in/melanieperkins/" target="_blank" rel="noopener noreferrer">LinkedIn</a>.&nbsp;Watch this keynote <a href="https://www.youtube.com/watch?v=Yn0LNYt25PM" target="_blank" rel="noopener noreferrer">video</a> to get a full insight into her journey.&nbsp;

Melanie Perkins, CEO & Co-Founder at Canva

Tamina Pitt is a trailblazer in tech who since joining Google as an engineer several years ago, has been inspiring individuals of all gender and cultural backgrounds to reach for the stars. As an Indigenous Australian herself, she established the country's chapter of the esteemed Google Aboriginal and Indigenous Network - thus opening up incredible opportunities within STEM fields that were once out of reach.&nbsp;Check out Tamina's <a href="https://www.linkedin.com/in/tamina-pitt-b39b71127/" target="_blank" rel="noopener noreferrer">LinkedIn</a>.

Tamina Pitt, Software Engineer at Google

Teena Wooldridge is a business powerhouse and skilled leader who works as part of LinkedIn's team to connect businesses around the world with top-notch talent. Not only does she take customer relations very seriously, she also employs innovative ideas in her international pursuits, utilising diversity to drive creativity. With knowledge of marketing, communication &amp; engagement garnered from working at giants like American Express and Telstra, it’s no wonder why Teena has become such an inspiring role model for women across the globe.&nbsp;For updates on Teena's work, visit her <a href="https://www.linkedin.com/in/teenawooldridge/" target="_blank" rel="noopener noreferrer">LinkedIn</a> page.

Teena Wooldridge, Director of Marketing, APAC Talent Solutions at LinkedIn

Jacqueline Boyle is the passion, drive, encouragement and enthusiasm behind the APAC partner marketing ecosystem for Salesforce. Within less than 2 years in her role at Salesforce, her impact can be felt and definitely seen (just search #selfieswithpartners to see for yourself!). With the goal of amplifying the voice of her partners, Jacqueline has brought with her an extensive amount of experience from the technology industry - approaching her space with a collaboration-first mindset. She truly brings the community values of the ecosystem to life within all of her partner campaigns.&nbsp;Find out more about Jacqueline's marketing escapades via her <a href="https://www.linkedin.com/in/jacsboyle/" target="_blank" rel="noopener noreferrer">LinkedIn</a>.

Jacqueline Boyle - Director, APAC Partner Marketing at Salesforce 

Sustainable Occasion eGuide

This is not just a how-to book for planning sustainable events. It’s also designed to be a thought-provoker - a conversation starter.

International Women's Day provides the perfect opportunity for us to recognise and honour some of tech’s most inspiring female pioneers. These remarkable women are setting new standards in our industry, embracing equality and paving paths towards a brighter future.

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The marketing world is constantly changing, and it can be tough to keep up. That's why we've compiled a list of the top seven marketing trends you should keep an eye on in 2023. From video content to social media customer service, these trends will help you stay ahead of the curve and keep your audience engaged. So keep reading to learn more!&nbsp;<h4 style="margin-left:0px;">1. Influencers are for everyone&nbsp;</h4>&nbsp;In the past, influencer marketing was primarily a tool for consumer-facing brands. But in 2023, we predict a growing number of B2B companies will start using influencers to promote their products and services. Why? Because influencer marketing is an incredibly effective way to reach new audiences and build trust with potential customers. Contrary to popular belief, influencers do not always have to be your typical internet celebrities. They can be traditional celebrities and prominent figures within the industry. In any case, influencer marketing builds excitement. It is an excellent initiative for increasing brand awareness and incentivising customers to engage with your events and campaigns.&nbsp;<h4 style="margin-left:0px;">2. Video is still relevant</h4>&nbsp;However, video marketers will keep content short. In 2023, we expect video content to continue to be popular with your audiences. But, marketers will focus on creating increasingly shorter videos that are easy to consume and offer quick insights. This is because Video is algorithm gold! Social media platforms prefer video content in users' feeds because it generates more engagement. In the age of attention spans, shorter is better!&nbsp;&nbsp;<h4 style="margin-left:0px;">3. Social media will become a customer service tool</h4>&nbsp;In recent years, social media has become an essential platform for customer service. In 2023, this trend will continue to grow, with more companies using social media to resolve customer issues quickly and efficiently.&nbsp;<h4 style="margin-left:0px;">4. Experiential marketing is on the rise</h4>&nbsp;In the era of COVID-19, many brands have gotten creative with their marketing efforts. As a result, experiential marketing—which allows customers to interact with products or services in a real-world setting—has made a comeback. We think this trend will continue into 2023 as brands look for ways to connect with customers in safe and memorable ways.&nbsp;<h4 style="margin-left:0px;">5. More companies will prioritise social responsibility</h4>&nbsp;With increasing consumers choosing to support brands with ethical values, we expect that more companies will incorporate social responsibility into their marketing efforts next year. From charitable donations to dedicated initiatives to champion sustainability, there are many ways for brands to show that they care about more than just profits.&nbsp;<h4 style="margin-left:0px;">6. Aligned marketing and sales teams will win</h4>&nbsp;In the past, their marketing and sales teams have been mostly disconnected. In 2023, we predict that the most successful companies will be those with aligned marketing and sales efforts. By working together towards a common goal - focusing on lead quality instead of quantity and measuring success by revenue instead of lead number, for example, aligned marketing and sales teams stand to win big in 2023.&nbsp; That’s because disconnected teams simply won't be able to keep up!&nbsp;&nbsp;Let me leave you with this thought. Trends may come and go but one thing remains constant: the importance of staying ahead of them if you want to make an impact. As marketers, staying in front of industry developments is how we guarantee our success. So you’ll be wise to keep these trends top of mind as you plan your strategy for the year ahead. And if you're looking for some help executing your 2023 marketing plan, our team at CAPITAL-e is here to lend a hand!&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;