Episode
Rethinking B2B: Amazon's unexpected Aussie marketing lessons
- Podcast
- The CMO Show
- Published
- Feb 19, 2026
- Duration seconds
- 1712
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Summary
Australia isn't just another western market . Amazon learned this quickly in its 12 th market roll out . In this episode of The CMO Show, Lena Zak, Country Manager for Amazon Business Australia, di s cusses the nuances of branding in an unusually personal, human‑to‑human business culture with distinct approach es to buying and supplier relationships . From buyer instincts shaped by Amazon's B2C footprint to the procurement friction unique to local organisations, Lena shares the surprises that forced her team to rethink assumptions and rework their approach , including the need to explain what Amazon Business even is before they could persuade anyone why it matters. What are Lena's biggest lessons? How l istening beat out global playbooks in a market where trust still trumps technology H ow the whimsical Little Bo Peep campaign became an unlikely shortcut to clarity and cultural connection W hy simplicity in fast shipping, easy controls and fewer suppliers to manage proved the strongest lever for earning confidence with Australian organisations navigating digital transformation. It's a behind‑the‑scenes look at the decisions, challenges and creative swings that defined one of Amazon's most interesting market launches and a reminder that in B2B, understanding how people buy is still the most powerful strategy of all. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au