What do you most enjoy about your job?
Defining the communications strategy to share how new products and technologies can help transform businesses.
Which B2B brand do you most admire?
IBM – it uses clear, concise messaging to inspire the audience. Its campaigns are light on detail, yet focus on the issue at hand.
Whose job would you like most?
Ray Ozzie’s – he’s chief software architect at Microsoft, and he took over the role from Bill Gates. The role encompasses the vision, leadership and ability to have a positive impact on the way individuals work together. It has the scope to shape the technology and business landscape.
What’s the best piece of marketing advice you’ve ever been given?
Take the time to understand the needs and desires of those you wish to influence.
What is your proudest achievement?
Over-achieving against scorecard metrics last year during the economic downturn. I encouraged the team to think laterally, focus on our core priorities and be creative.
What is your favourite B2B ad campaign past or present?
IBM’s ‘Smarter Planet’ campaign relays a compelling message which is easy to relate to on multiple levels.
What’s the next big thing in B2B marketing?
It’s somewhat cliché to talk about social media – but it is the biggest threat and the greatest opportunity for B2B marketers. Those who think differently and grasp the significance of conversations rather than broadcasts will flourish.
Our jobs would be easier if…
People accepted that change is inevitable and can be a force for good.
What are the most important traits in a B2B marketer?
The ability to quickly get to the crux of the value proposition for the product or service is critical, as is understanding the ‘hot buttons’ for those you wish to influence.
My biggest extravagance is…
Extreme sports holidays – such as snowboarding, wind or kite surfing, diving and horse riding.
What is your favourite website?
Right now it’s mclaren.com as it works beautifully from both a mobile and PC screen, immersing the viewer in the F1 race action. You can instantly see the telemetry of both Lewis’ and Jenson’s cars.
What marketing challenge are you currently wrestling with?
Establishing the role of public relations in a world of social media. It’s easy to think that social media is a silver bullet and that traditional media is dying. But I think we’ll find that a balance of both social and traditional media is most effective.
What was your last marketing epiphany?
When marketing budgets were slashed in the downturn I found out that less can be more by shedding distractions and focusing on the priorities. It’s often easier to try to do everything than to consciously choose not to do some things.
Which marketing or business books would you recommend?
Up The Organisation by Robert Townsend is my favourite leadership book. I’d also recommend Groundswell, The Four Hour Working Week, Meatball Sundae and Twitterville.
Which individual has had the most influence on your career?
My grandmother had an incisive way of working out what was important, setting bold goals and achieving them. She was a great leader and a visionary. My grandmother also encouraged me to question and to challenge, to bring out the best in others and myself.
