Jamie DePeau, senior VP-CMO, Lincoln Financial Group, shares her thoughts on B2B brands, the next big thing and reminds B2B marketers to “listen to your customer, and continuously test and learn -and then test some more”
What was your first B2B-related job?
Actually my first job – right out of college – was a B2B marketing job for a civil engineering firm. There were only two of us in the Marketing Department and it was a new function so all ideas received a “go for it” response. It was a great first job and one that taught the power of pushing good ideas through.
What do you most enjoy about your job?
I love the variety that exists in my role – no two days are the same. That’s the way I prefer it. Lincoln Financial’ s culture, in addition to being extremely customer focused, is also very supportive of trying new things. It is a perfect environment for a marketer.
Which B2B brand do you most admire?
Lincoln Financial Group, of course. It’s not every day that you get to work on a 100-year-old brand with such a strong heritage.
Whose job would you like most?
I have always believed that one should be “all-in” whatever the job they currently have – so this is an easy answer for me: My job!
What’s the best piece of marketing advice you’ve ever been given?
Listen to your customers. It’s Marketing 101, but too often firms become so internally focused that the voice of the customer is over looked, or worse, not even included in the development of marketing programs. That is a tragic mistake.
What is your proudest achievement?
When people that I’ve had the pleasure of managing move on to significant leadership roles. It’s very gratifying to have played a role in their career growth and professional development. I am proud of each and every one of them.
To succeed, a B2B marketer must…
Listen to your customer, and continuously test and learn -and then test some more.
What is your favorite B2B ad campaign past or present?
‘You’re in charge!’ The campaign has succeeded beyond my expectations. In the U.S we were recently honored with the Business Marketing Association Communicator of the Year award. It was a nice accolade, but the nicer aspect has been how stronger it has resonated with our clients as well as raised our awareness overall.
What’s the next big thing in B2B marketing?
Traditionally B2B marketers have too often treated B2B decision makers as if they are devoid of emotion and only view media while they are at work. Facts are important, of course, but building an emotional bond and connecting with your customers and prospects is just as important in B2B marketing as it is in consumer marketing.
Further, media lines are blurred so traditional B2B media is only one channel we use to reach our business audience. That’s why we used a broad media mix to communicate our message beginning with high-profile TV buy during the Thanksgiving holiday in the U.S. We also viewed the U.S. elections as the Super Bowl of politics. Lincoln Financial Group, with the help of our agency gyro, crafted a series of election-themed ads entitled ‘Hail to the chief life officer’ and ran them in national publications like USA Today. The results have been very impactful.
What marketing challenge are you currently wrestling with?
Content – ensuring the content that we produce and disseminate is relevant and connects with our audiences in a way that makes the Lincoln Financial experience distinctive.
Which marketing or business books would you recommend?
Many, many marketing and leadership books cross my desk each month. Top of my list right now is Velocity by Ajaz Ahmed and Stefan Olander. My team and I are reading it together. Favorites that stand the test of time are Harry Beckwith’s brand books – great for service marketers and I am a huge fan of The Seven Habits for Highly Effective People.
Which individual has had the most influence on your career?
I have been very fortunate to have a handful of mentors who entered my business life at a certain stage and who helped me grow as a marketer and a leader. Each has left an indelible mark on my life and I am very grateful to each of them – that’s why mentoring others is so important to me. I owe a lot to my mentors and I hope by mentoring others that I am in some small way paying back for what I received.
