Marketers have a lot on their plate when developing their marketing strategy. Although, the biggest factor of effective marketing, is your company’s audience.Target audiences vary the most between individual consumers and businesses. Some companies will cater to individual shoppers, while others to large companies. We brought on Susan Campbell, Marketing Group Manager at Panasonic USA  to discuss how Panasonic has pushed aside its growth strategy to cut its reliance on consumer electronics and focus more on the B2B segment.

On this episode of Marketing Trends, Susan emphasizes how she is growing her content marketing team through understanding her customers storyline,how consumers play into B2B, the importance of bringing teams together, and much more.

Links:

Full Notes & Quotes: bit.ly/2lOtLbI

Susan’s LinkedIn: https://www.linkedin.com/in/susankaycampbell/

Susan’s Twitter: https://twitter.com/suekaycampbell

Panasonic: https://na.panasonic.com/us

 Key Takeaways:

– “It wasn’t until we came together as an internal group and our agency partners coming out of our silos and said, let’s work across the customer experience and focus on the customer, that we really started to see content be kind of that fuel.”— Susan Campbell

– “Getting into content marketing and having a deeper knowledge of what our customers are going through has helped us develop more content. Because, once you get into that storyline and you understand your customers job, there is so much more to write about.” — Susan Campbell

– Panasonic is primarily an enterprise company and most of its revenue comes from selling products to businesses, rather than consumers. 

– Susan discusses the importance of bringing teams together and keeping each other up to speed on what they are all working on and sharing tools, information and insight.

– “If we want to be integrated marketers and have a unified customer journey, we had to be an integrated marketing team regardless of what organization structure existed.”— Susan Campbell

Bio: 

Susan Campbell is the Marketing Group Manager at Panasonic, where she played a key role in moving the company from a tactical marketing approach, to a more strategic, insight-driven, integrated program. Prior to her current position at Panasonic, she was the Marketing Director at TayganPoint Consulting Group, Director of North America Marketing at Motorola and Group Director of Marketing Communications at AT&T. Susan is known for her knowledge of B2B technologies and the enterprise mobility market.

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