As a young marketing graduate, Hugh Macfarlane set out to learn what truly great B2B marketing looked like. What he found was frustrating. Thought leadership from academia and business writers was almost exclusively confined to consumer markets. And practitioners were often either engineers having fun, consumer marketers spending money with little expectation of a return, or sales people who had retired hurt.
As a now slightly less-young marketer, Hugh has gained the kind of experience only acquired by personally making every B2B mistake, at least once.
Hugh Macfarlane, Founder & CEO of MathMarketing
In his last real job, Hugh was responsible for the Internet business of Digital Equipment Corporation in the South Pacific. At Digital, Hugh’s team of sales/marketing, technical support and consulting personnel helped Digital’s customers and partners capitalise on the potential of the Internet and its commercial capabilities. In doing so, Hugh grew Digital’s annual revenues from this segment from $2 million to $35 million over 18 months.
Hugh holds a Bachelor of Business Marketing Degree, attained Certificate Practicing Marketing (CPM) status and Fellowship of the Australian Marketing Institute.
He has learned from, and provided advice to, some extraordinary individuals over the last 20 years. They have been investors, Boards, CEOs, Directors of Sales or Marketing, and other senior managers of global and local corporations, leading in their fields of IT and telecommunications. He has also learned enormously from contemporary thought-leaders who have shared their wisdom through books and papers.
Hugh has personally led over 300 marketing growth projects in five continents, and trained B2B marketers throughout Asia Pacific, Europe and North America via Funnel Academy. MathMarketing and its partners have also helped many leading and aspiring businesses to develop a clear plan for growth with Funnel Camp.
Hugh’s passion is aligning Sales and Marketing to the way businesses buy. He is the author of The Leaky Funnel, the founder and CEO of MathMarketing, and a widely published writer and speaker on all matters ‘funnel.’