REPLAY: How to Change an Organization Through Marketing Communications
A marketing communications team is often thought of as a service provider within a larger organization. MarCom tells the company’s stories to the outside world. But it has the potential to do much more than that. It’s possible to change an organization and make it more successful through marketing communications.
I recently interviewed Taia Ergueta, a former life science executive, now a consultant and social entrepreneur about several topics related to marcom and content marketing.
In this episode, we discuss:
The essential contribution only MarCom can provide
Critical information MarCom can deliver for product development
Managing marcom activities the way you would manage product development
How marketing communications teams can establish their leadership in the company
The risks for companies that see themselves as a series of product launches
How to integrate content marketing with traditional marketing to get the best results
The value of content to share the human side of your company
The concept of content velocity to capture customer interest at the right time
Intro Music stefsax / CC BY 2.5
Outro Music spinningmerkaba / CC BY 3.0
About my guest:
Taia has served as the division General Manager at Agilent Technologies for liquid chromatography/mass spectrometry, the Vice President of Marketing at Varian, Inc. and the Vice President of Strategic Marketing for Scientific Instruments at Thermo Scientific. Through her firm, An Hour and A White Board, she consults, helping small and large companies exceed their objectives. She is currently an executive mentor at the Global Social Benefit Institute.
