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17 B2B Women
Marketers:
One Question,
Many Challenges
 
In the spirit of International Women’s Day,
as Global CMO of Siegel+Gale, I thought it
would be intriguing to ask a sample of top
female B2B marketers one question:
“What’s the #1 brand
challenge facing B2B
companies today?”
This question elicited thought-provoking
responses. It is fascinating to hear from
these 17 women, who come from a variety
of industries including technology,
healthcare and financial services.
Here are their insights…
Margaret Molloy
Global CMO
Siegel+Gale
“Simple, straightforward, personal
marketing is the biggest
opportunity in B2B today. Business
is about people, so people should
be the center of a good B2B
marketing strategy.”
Katrina Klier
Managing director, digital marketing and communications
Accenture
@KatrinaKlier
Simplicity
“As CMOs we must be more
sophisticated. Discipline is required
given data-driven requirements as
well as a keen eye toward mobile
app privacy and location-based
marketing.”
Hope Frank
Global CMO
Codenomicon
@HopeFrank
Sophistication
“Balancing short-term revenue
goals with the long-term strategic
growth of the firm.”
Margaret Molloy
Global CMO
Siegel+Gale
@Margaret Molloy
Revenue
Brand investment
must take place
across the entire
enterprise
“Convincing executives at B2B
companies that brand investment
must happen across the entire
enterprise, not just marketing.”
Lisa Arthur
CMO
Teradata Applications
@LisaArthur
Enterprise-wide
marketing
“Being relevant at all times and
delivering that relevant, consistent
brand image across multiple
channels. The challenge is how do
we use these channels effectively,
remaining relevant, timely and
consistent?”
Debbie Brown
Global head of marketing, planning and operations
Thomson Reuters
Omni-channel
“Mobility is quietly yet seismically
revolutionizing B2B business.
Customers, channel partners,
employees, shareholders and
interested parties can engage with
the brand as individuals, and that’s
what we have always wanted in
B2B.”
Carol Godfrey
Vice president, marketing and product development
Southwire Company
@CarolJGodfrey
Mobile
“Making a brand relevant to both
the decision makers and end users.
These are often two distinct groups
who have different needs and pain
points. The brand therefore needs
to work on multiple levels.”
Cindy Cook
CMO, clinical solutions and nursing & health professions
Elsevier
Multiple
stakeholders
Time and attention
are the scarcest
resources today
“Rising above the ever-increasing
noise to connect–emotionally and
with relevance–to your audience.
Time and attention are the scarcest
resources today.”
Sandra Zoratti
CMO
Dispersive Technologies
@SandraZ
Relevance
“Creating clear brand
differentiation in an increasingly
competitive marketplace.
Continuing to drive brand
awareness and value creation is
imperative.”
Wendy Newman
SVP corporate marketing
AMN Healthcare
@WendyGNewman
Brand differentiation
“A good brand needs to be able to
resonate with both consumers and
businesses. To do so effectively,
the brand needs to be relevant and
communicate that relevance in
direct, simple terms.”
Sejal Gulati
President and managing director
TAS Analytic Services, a Time Warner Company
Communicating
relevance
All divisions of your
internal organization
are now brand
ambassadors
“B2B buyers are seeking advice
from peers, other customers and
turning to social media sources just
like B2C. The challenge is both
cultivating a network of advocates
for your brand and understanding
that all divisions of your internal
organization are now brand
ambassadors.”
Cynthia Gumbert
Vice president, digital and new accounts marketing
CA Technologies, Inc.
@Cyngumbert
Social media
“Many of our customers are
technology laggards, so digital
marketing has been a challenge.
We execute, but many of our
customers and prospects don’t see
it because they aren’t 'plugged in'
to the typical digital channels.”
Monica Wyly
Director, marketing
Qualcomm
Digital exposure
“Identifying high ROI ways to
accelerate pipeline buildup. In an
age when buyers do not want to get
another email, even a provocatively
written or high content value email,
it is difficult to drive pipeline build
without spending a lot.”
Natalie McCullough
Executive VP and GM of professional, support, education &
data services
ServiceSource
@NatalieMcCull
Driving pipeline
Brands must relate to
their customers on a
human level
“B2B is irrelevant nowadays: we
live in a world of consumers, and
brands must relate to their
customers on a human level. It’s
the classic line–customers don’t
care about products, they care
what they do for them.”
Lucy Hackman
Vice President, integrated marketing communications
Pitney Bowes
@LucyHackman
Human connection
“Leveraging thought leadership and
digital strategies to stay current
with clients and provide insights
and problem solving. You want to
have the digital infrastructure to
create a presence on your own
properties and through social
media to ultimately deliver one-to-
one content marketing.”
Stefanie Shelley
CMO and product management executive
Broadridge Financial Solutions
Thought leadership
“Differentiating ourselves from the
competition and breaking through
the clutter so our target audience
can focus on our messages.”
Lynn MacDonald
Global head of investments marketing
Mercer
Breaking through
the clutter
“To convey the business value of
our offering in a way that is not only
differentiating but also goes
beyond the purely rational. Buyers
are humans and therefore they buy
emotionally. B2B companies have
to get under buyers’ skin that way.”
Heidi Lorenzen
CMO
Cloudwords, Inc.
@HLorenzen
Emotional connection
24
Thanks to the 16 B2B women marketing leaders
Now over to you…
“What do you think is the #1 brand challenge facing B2B
companies today?”
We’d love to hear from you.
Tweet me @MargaretMolloy
Margaret Molloy
Global CMO
Siegel+Gale
25
Simple
is smart.
www.siegelgale.com

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17 B2B Women Marketers: One Question, Many Challenges

  • 1. 17 B2B Women Marketers: One Question, Many Challenges
  • 2.   In the spirit of International Women’s Day, as Global CMO of Siegel+Gale, I thought it would be intriguing to ask a sample of top female B2B marketers one question: “What’s the #1 brand challenge facing B2B companies today?” This question elicited thought-provoking responses. It is fascinating to hear from these 17 women, who come from a variety of industries including technology, healthcare and financial services. Here are their insights… Margaret Molloy Global CMO Siegel+Gale
  • 3. “Simple, straightforward, personal marketing is the biggest opportunity in B2B today. Business is about people, so people should be the center of a good B2B marketing strategy.” Katrina Klier Managing director, digital marketing and communications Accenture @KatrinaKlier Simplicity
  • 4. “As CMOs we must be more sophisticated. Discipline is required given data-driven requirements as well as a keen eye toward mobile app privacy and location-based marketing.” Hope Frank Global CMO Codenomicon @HopeFrank Sophistication
  • 5. “Balancing short-term revenue goals with the long-term strategic growth of the firm.” Margaret Molloy Global CMO Siegel+Gale @Margaret Molloy Revenue
  • 6. Brand investment must take place across the entire enterprise
  • 7. “Convincing executives at B2B companies that brand investment must happen across the entire enterprise, not just marketing.” Lisa Arthur CMO Teradata Applications @LisaArthur Enterprise-wide marketing
  • 8. “Being relevant at all times and delivering that relevant, consistent brand image across multiple channels. The challenge is how do we use these channels effectively, remaining relevant, timely and consistent?” Debbie Brown Global head of marketing, planning and operations Thomson Reuters Omni-channel
  • 9. “Mobility is quietly yet seismically revolutionizing B2B business. Customers, channel partners, employees, shareholders and interested parties can engage with the brand as individuals, and that’s what we have always wanted in B2B.” Carol Godfrey Vice president, marketing and product development Southwire Company @CarolJGodfrey Mobile
  • 10. “Making a brand relevant to both the decision makers and end users. These are often two distinct groups who have different needs and pain points. The brand therefore needs to work on multiple levels.” Cindy Cook CMO, clinical solutions and nursing & health professions Elsevier Multiple stakeholders
  • 11. Time and attention are the scarcest resources today
  • 12. “Rising above the ever-increasing noise to connect–emotionally and with relevance–to your audience. Time and attention are the scarcest resources today.” Sandra Zoratti CMO Dispersive Technologies @SandraZ Relevance
  • 13. “Creating clear brand differentiation in an increasingly competitive marketplace. Continuing to drive brand awareness and value creation is imperative.” Wendy Newman SVP corporate marketing AMN Healthcare @WendyGNewman Brand differentiation
  • 14. “A good brand needs to be able to resonate with both consumers and businesses. To do so effectively, the brand needs to be relevant and communicate that relevance in direct, simple terms.” Sejal Gulati President and managing director TAS Analytic Services, a Time Warner Company Communicating relevance
  • 15. All divisions of your internal organization are now brand ambassadors
  • 16. “B2B buyers are seeking advice from peers, other customers and turning to social media sources just like B2C. The challenge is both cultivating a network of advocates for your brand and understanding that all divisions of your internal organization are now brand ambassadors.” Cynthia Gumbert Vice president, digital and new accounts marketing CA Technologies, Inc. @Cyngumbert Social media
  • 17. “Many of our customers are technology laggards, so digital marketing has been a challenge. We execute, but many of our customers and prospects don’t see it because they aren’t 'plugged in' to the typical digital channels.” Monica Wyly Director, marketing Qualcomm Digital exposure
  • 18. “Identifying high ROI ways to accelerate pipeline buildup. In an age when buyers do not want to get another email, even a provocatively written or high content value email, it is difficult to drive pipeline build without spending a lot.” Natalie McCullough Executive VP and GM of professional, support, education & data services ServiceSource @NatalieMcCull Driving pipeline
  • 19. Brands must relate to their customers on a human level
  • 20. “B2B is irrelevant nowadays: we live in a world of consumers, and brands must relate to their customers on a human level. It’s the classic line–customers don’t care about products, they care what they do for them.” Lucy Hackman Vice President, integrated marketing communications Pitney Bowes @LucyHackman Human connection
  • 21. “Leveraging thought leadership and digital strategies to stay current with clients and provide insights and problem solving. You want to have the digital infrastructure to create a presence on your own properties and through social media to ultimately deliver one-to- one content marketing.” Stefanie Shelley CMO and product management executive Broadridge Financial Solutions Thought leadership
  • 22. “Differentiating ourselves from the competition and breaking through the clutter so our target audience can focus on our messages.” Lynn MacDonald Global head of investments marketing Mercer Breaking through the clutter
  • 23. “To convey the business value of our offering in a way that is not only differentiating but also goes beyond the purely rational. Buyers are humans and therefore they buy emotionally. B2B companies have to get under buyers’ skin that way.” Heidi Lorenzen CMO Cloudwords, Inc. @HLorenzen Emotional connection
  • 24. 24 Thanks to the 16 B2B women marketing leaders Now over to you… “What do you think is the #1 brand challenge facing B2B companies today?” We’d love to hear from you. Tweet me @MargaretMolloy Margaret Molloy Global CMO Siegel+Gale

Notas do Editor

  1. We’re the simplicity company. We unlock the power of simplicity to deliver brand experiences that are unexpectedly fresh and remarkably clear. Simple is more than a philosophy—it’s an obsession. It’s our obsession. And even more than that, it’s at the heart of the brands we build. Brands that help organizations realize their true potential.