ABN 77 700 292 075
We build the brand visibility, trust and demand generation capability that Australian B2B tech and SaaS companies need to drive commercial growth.
ProximityB2B brings together more than a decade of B2B technology marketing experience across high-growth startups and global hyperscalers. Our team has led brand, creative, demand generation and commercial marketing from inside the technology sector, so we know first-hand how marketing moves through long sales cycles and what it takes to shift your marketing division from a cost centre to a measurable revenue engine.
Our experience spans cybersecurity, SaaS, cloud, managed IT, application modernisation, sustainability technology and artificial intelligence. We work with founders, commercial leaders, technology executives and marketing teams across Australia to build the human and AI-powered capabilities that bring their businesses closer to the audiences that matter most.
Not every business needs the same kind of marketing support, and not every business is ready to build an internal team. In Australia, where senior marketing talent is expensive to hire and slow to find, an experienced external partner typically delivers faster capability, lower fixed cost and broader specialist depth than internal hiring alone. We work across three engagement models so the support you receive matches where your business is and what it needs to grow.
Australian buyers research longer, consult more stakeholders and increasingly shortlist providers through AI search before they speak to you. The B2B technology businesses that win here are the ones with the clearest positioning, the most consistent market presence and marketing that is genuinely accountable to revenue. These are the five solutions we use to help you build that.
Most Australian B2B technology businesses have strong solutions and weak positioning. Buyers cannot tell what sets you apart, and in a small market where reputations travel fast, that ambiguity costs you deals. Our B2B go-to-market strategy work defines your ideal customer profile and buying committee, builds value propositions and messaging by segment and persona, and sets the brand strategy and GTM plan that carry them into market. The result is clearer differentiation and a plan leadership backs.
Australian buyers judge your credibility long before they speak to sales, and a dated brand or thin content quietly undermines both. We create B2B brand identities and visual systems, then the content marketing engine behind them, from thought leadership and sales enablement to campaign creative and video, in a human-led process that uses AI where it adds genuine value. The result is a technology brand that looks as strong as your solution, and content that builds trust.
Australian buyers now research through Google, ChatGPT, Gemini and Perplexity before they reach your website. If AI tools cannot find, understand and cite you, you miss the shortlist. We audit and rebuild your digital front door, from B2B website design and technical SEO to generative engine optimisation (GEO), answer engine optimisation (AEO), schema and content AI can quote with confidence. The result is a business found and recommended wherever your buyers search.
Marketing activity that cannot be traced to pipeline is the conversation most Australian leadership teams are tired of having. We build B2B demand generation and account-based marketing (ABM) programs across 1:1, 1:Few and 1:Many, then connect them through revenue operations: CRM, marketing automation, data and attribution. The result is sales and marketing aligned on the right accounts, a more predictable pipeline, and marketing ROI you can prove to the board.
Australia's technology market is channel-led, yet partner revenue is often the least developed asset a business holds. We design channel and alliance programs, then build the joint value propositions, co-marketing campaigns and partner enablement that take shared solutions to market with Microsoft, AWS, Cisco, Veeam, SIs, MSPs, MSSPs and VARs, with MDF-funded demand generation built to return measurable pipeline. The result is a scalable, accountable route to revenue.
Building genuine customer connection in complex B2B markets can feel like navigating a maze. Inspired by the philosophy of the labyrinth, we built a methodology proven across a decade of B2B technology engagements, now refined for a market where human cognitive elegance and AI systems work as one. Grounded in the belief that brand and customer meet at the centre, each stage offers a clear path to stronger alignment and lasting commercial results.
The businesses that come to us are not struggling because their product is weak. They are struggling because their marketing is not keeping pace with their ambition, their market position or the way their buyers make decisions.
Most marketing agencies understand marketing. Fewer understand B2B technology from the inside. ProximityB2B was built by practitioners who have held senior roles across the world's leading technology brands, earned the industry's highest accreditations and know how marketing earns its seat at the commercial table.
Our founding team has held senior roles with leading global hyperscalers and is accredited by both the Chartered Institute of Marketing and the Digital Marketing Institute. We come from the client side, understand complex solution sets and know how marketing earns credibility with sales, technical teams and the board.
We are designed for the way buyers discover and evaluate providers now, not five years ago. From AI-driven discovery and generative engine visibility to intent-led demand and modern marketing operations, we help B2B technology businesses compete in an environment that is shifting faster than most marketing programs are built to handle.
The gap between marketing output and business growth is where most agency relationships break down. ProximityB2B measures success by pipeline, revenue and the commercial outcomes that matter to your leadership, not impressions or content volume. That changes how we set objectives, report performance and decide which conversations are worth having.
Senior practitioners from across B2B technology marketing, brought together to connect Australian businesses with the customers that matter most. Hover over or tap a profile to learn more.
Jonathan is the founder of ProximityB2B and a Chartered Marketer who leads marketing strategy for B2B tech, SaaS and professional services brands across multinational markets. His career includes senior leadership roles at Dimension Data, NTT and AWS, spearheading growth across EMEA, JAPAC and the UK and Ireland. He holds an Executive MBA from Henley Business School and sits on the Marketing Advisory Council at the Cape Peninsula University of Technology, where he helps ensure marketing academia keeps pace with the latest AI developments.
Jonathan founded ProximityB2B to bring experienced commercial thinking and creative talent closer to businesses with ambitions to grow, combining global best practice with local relevance and a belief that marketing should make a meaningful contribution to revenue. Outside of work, he enjoys multi-discipline endurance events, cooking, painting and exploring the ocean.
Jonathan is the founder of ProximityB2B and a Chartered Marketer who leads marketing strategy for B2B tech, SaaS and professional services brands across multinational markets. His career includes senior leadership roles at Dimension Data, NTT and AWS, spearheading growth across EMEA, JAPAC and the UK and Ireland. He holds an Executive MBA from Henley Business School and sits on the Marketing Advisory Council at the Cape Peninsula University of Technology, where he helps ensure marketing academia keeps pace with the latest AI developments.
Jonathan founded ProximityB2B to bring experienced commercial thinking and creative talent closer to businesses with ambitions to grow, combining global best practice with local relevance and a belief that marketing should make a meaningful contribution to revenue. Outside of work, he enjoys multi-discipline endurance events, cooking, painting and exploring the ocean.
Tiaan is an experienced business and marketing professional with a BCom degree and a strong background in B2B marketing, brand development and business strategy. He has worked across a range of industries and markets, combining commercial insight with creative thinking to help businesses strengthen their brands, connect with customers and drive growth. Outside of work, Tiaan enjoys spending time outdoors with his family and is a passionate sports fan.
Katlego is a strategic marketing leader who works with businesses as a fractional CMO, Head of Marketing or Marketing Director. She has spent more than ten years in B2B tech marketing at Sage, NTT and Dimension Data, including go-to-market responsibility for portfolios worth more than £150m in annual recurring revenue. Her background covers strategy, positioning, pricing, technical products, demand generation and sales enablement. Outside of work, she loves the outdoors, hiking, running and CrossFit.
Amelia is a global designer and strategic thinker with more than 15 years of experience in the creative industry, working with global tech and SaaS brands including Dimension Data, Deloitte and NTT Data. Imagination, innovative thinking, creativity, resourcefulness, focus, belief, faith and a little bit of madness blend together into a melting pot from which her most incredible ideas become reality. Outside of the creative world, she enjoys a slower, more hands-on way of life through homesteading, baking sourdough and making sure her veggie garden is thriving.
Jean-Jacques is a creative leader and multidisciplinary designer with more than 15 years of experience across branding, digital design, web, motion and user experience. He has worked with organisations ranging from startups to global technology brands, helping translate complex ideas into engaging visual experiences. With a passion for both creativity and strategy, JJ specialises in building brands, designing digital experiences and creating content that connects with audiences and drives results. Outside of work, JJ loves adventure, from multi-day hiking to deep-sea diving in Sodwana Bay.
Anna is an experienced content strategist, copywriter and author with more than 15 years of experience creating SEO-driven, human-centred content for brands across technology, automotive, travel, education, FMCG and professional services. She specialises in translating complex topics into clear, engaging content that serves both readers and business goals. While she embraces AI as a research and productivity tool, she believes great content still requires human judgement, original thinking and a distinctive voice, which aligns closely with ProximityB2B’s human-led approach. Outside of work, she enjoys writing fiction in Afrikaans, exploring small towns and forgotten places, and spending time with her family in the Swartland.
Cheryl brings more than 20 years of experience in digital marketing, brand strategy, social media leadership and customer-centric communication. Her career spans global organisations, award-winning digital campaigns and hands-on consultancy work supporting small businesses with strategy, content and go-to-market execution. Cheryl has led digital transformation projects, built high-performing content ecosystems, managed multi-channel campaigns and developed brand personas and audience strategies that drive measurable growth. Her background includes senior roles at NTT Ltd, Fuse Factory and kulula.com, as well as running her own digital consultancy, mentoring entrepreneurs and designing marketing frameworks that deliver results. Outside of work, Cheryl has a deep passion for theatre and spending quality time with her family.
Riaan is a digital growth strategist with 15 years of experience across website development, lead generation, digital advertising, SEO, hosting and workflow automation. At ProximityB2B, he helps clients bring these capabilities together to build a stronger digital presence and support business growth. He works closely with clients from the first conversation through to delivery and ongoing support, combining technical expertise with a practical understanding of their commercial goals. His approach centres on understanding the business, identifying opportunities and building solutions that are useful, reliable and focused on results.
Insights
Perspectives on B2B technology marketing, brand, AI and the commercial case for growth, from founder Jonathan Booysen.
Marketing and Finance
Brand and AI
White paper · Henley Business School
Jonathan Booysen's research with Henley Business School on how B2B organisations can apply AI across sales and marketing.
Get the white paper →Your next step starts with a straightforward conversation about where your business sits in the Australian market, where you want to take it and what it will take to bring your customers closer.
