The Members Only Event hosted by the BMA and ANA on March 9 brought together marketing professionals from all different backgrounds to
inform, engage and inspire one another.
Michael Eisenreich, global head of content, creative and digital marketing for Bloomberg LP, kicked our morning off by speaking on “The Convergence of Content, Design and Technology” — three essential components of Bloomberg’s marketing team and its initiatives. This team, called “The Studio,” was specifically created to break down silos and form compelling marketing communications campaigns and programs. They did this by bringing together creativity and a solid digital foundation to think about their brand and content.
As more and more publications push out content, quality becomes increasingly important. As Mike pointed out, content isn’t just an asset; it’s your company’s story. It’s the reason that people become engaged and continue to stay engaged in what you are telling them.
Some key takeaways from Mike’s presentation:
Jeff Willinger, vice president of digital inspiration for Rightpoint, continued the show with a presentation called “Sea of Change: Everything You Need to Know About Personal Branding in 2017.” Jeff kicked off his presentation by highlighting the importance of “beginning with the end in mind” and reminding our guests to “be colorful and memorable.” These reminders speak to the essence of what building your personal brand means. Where do you want to go? How do you want to be remembered? And make sure you have fun doing it!
Sometimes, as Jeff mentioned, people can shy away from showcasing their skills and marketing themselves, because they find it intrusive. However, in reality, it’s admirable to do so — and the best practice for getting to know and market other brands. So show off your skills. Find something that describes you, and put it out there!
Jeff’s most important points for personal branding were:
Pam Hoadley and Katie Larmon, senior solution consultants for LinkedIn, closed our Members Only Event by speaking on “Marketing to Who Matters — Employer Branding: Why It Matters and Who’s Winning.”
LinkedIn is a master of unifying employer brand, consumer brand and culture. They know how to earn prospects’ attention, obtain their engagement and keep it. That’s because they engage their prospects at all stages, from beginning to end. According to Pam and Katie, the most important resource you can use to engage prospects are your employees. When employees are empowered to be your company’s most trusted resource, they will happily work to brand your company and garner interest. They are your most valuable distribution resources for the content and culture you create. As Pam and Katie quoted, “Content is king, but distribution is queen, and she wears the pants.”
People engage for different reasons, but these are Pam and Katie’s top five reasons people want to engage with certain brands, organizations or people:
All in all, when guests left the room after the event, they had what they’d been looking for: information, engagement and inspiration. We hope to see you at our next Members Only Event!
When the winds of change blow, some people build walls; others build windmills. This Chinese proverb remains timeless, because so does change. And the question is always… so what are you going to do about it? Glenn Thomas, Chief Marketing Officer of GE Healthcare, answers that question every day by building value for both customer and employees.
Countless CMOs around the world seek to turn insurmountable challenge into competitive opportunity through “marketing transformation.” The best way to start, according to Glenn: listen and learn. When he joined GE he made sure to understand the business, its customers and the current state of Marketing’s ability to lead customer engagement and advocacy. Just when he thought he had his priorities defined, General Electric announced its intent to spin off the Healthcare business. As Glenn put it, there’s an “arms race” to capture the growth in today’s dynamic healthcare technology market, and GE is under pressure to position the business to lead the way. The challenge – and opportunity – became greater.
Here are 5 key lessons from Glenn’s leadership in the face of intense change:
While the intensity of change will remain high for GE Healthcare into 2019, Glenn and his team are well equipped to harness it to generate more value. The underlying key to their success is that they are channeling change as the fuel for the transformation they seek – and not treating it as a headwind. As we all kick off 2019 with an eye towards transformative success both professionally and personally, this is a powerful perspective we can apply.
By Suzanne Martin, former BMA Chicago President
As we enter 2018, new digital marketing trends are making their way onto the scene. On December 13, 2017, Digital Megaphone was there to help highlight and identify the trends everyone should…