{"podcast":{"title":"The CMO Show","slug":"the-cmo-show-1096466","podcast_index_feed_id":1096466,"rss_url":"https://thecmoshow.libsyn.com/rss","website_url":"https://www.thecmoshow.impactinstitute.com.au/","image_url":"https://static.libsyn.com/p/assets/3/1/5/e/315e06d62d97099316c3140a3186d450/CMO_Profile_Image.jpg","author":"ImpactInstitute","episode_count":253,"summary":"How do the leaders of APAC brands use purpose-driven storytelling to bring their big ideas to life, achieve communications goals, drive better business outcomes, and live out a purpose beyond profit? The CMO Show is an award-winning marketing podcast, brought to you by ImpactInstitute, in partnership with Adobe. Each episode features industry insights from a marketing or business leader on strategy, creativity, measurement, evaluation, and more. *ANZ Winner - 2020 CMS Asia Award for 'Best Use of Audio Content' *National Winner - 2019 Australian Marketing Institute Award for 'Marketing Excellence in Content Marketing' *National Winner - 2019 Mumbrella NeXt Award for 'Content Marketer' (Executive Producer Charlotte Goodwin) *National Finalist - 2019 Australian Podcast Awards Founded in 2015, The CMO Show podcast is hosted by chief storyteller, speaker and author, Mark Jones. Mark is the Chief Storyteller at ImpactInstitute, and has more than 20 years' experience in professional storytelling as a journalist, editor, publisher and speaker, working with iconic brands including Coca-Cola, Microsoft, Google, Telstra, Adobe and Fairfax. ImpactInstitute is an impact advisory firm offering…","last_synced_at":"2026-07-09T14:21:13.429585+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466"},"episode":{"title":"Rethinking B2B: Amazon's unexpected Aussie marketing lessons","slug":"rethinking-b2b-amazon-s-unexpected-aussie-marketing-lessons","published_at":"2026-02-19T00:49:00+00:00","page_url":"https://stenobird.com/podcast/the-cmo-show-1096466/rethinking-b2b-amazon-s-unexpected-aussie-marketing-lessons","show_page_url":"https://stenobird.com/podcast/the-cmo-show-1096466","url":"https://www.thecmoshow.impactinstitute.com.au/episodes/rethinking-b2b-amazons-unexpected-aussie-marketing-lessons","audio_url":"https://traffic.libsyn.com/secure/thecmoshow/The_CMO_Show_Ep_244_-_Lena_Zak.mp3?dest-id=318104","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","meta_description":"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, Countr…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1712,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-cmo-show-1096466/episodes/rethinking-b2b-amazon-s-unexpected-aussie-marketing-lessons/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-cmo-show-1096466/rethinking-b2b-amazon-s-unexpected-aussie-marketing-lessons.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}