BBDO New York assembled an all-star cast for an integrated ad campaign that gives concrete examples of a complex subject: GE’s Industrial Internet. The agency tapped K.I.
Roberta O’Keith serves as customer insights leader for the air filtration division of GE Power & Water. Her research helps the company shape its customer-facing programs, building satisfaction and loyalty while also driving revenue. O’Keith will speak about how GE turns customer insights into marketing action at a BMA-Kansas City lunch on Wednesday, August 28.
By Kate Maddox for the BMA Show Daily
Steve Liguori, the incoming chairman of the Business Marketing Association, says that in the midst of tumultuous change going on in the industry, b-to-b marketers must “disrupt or be disrupted.”
Liguori, executive director-global innovation and new models at GE, took over the leadership of the BMA Wednesday from Kathy Button Bell, VP-CMO at Emerson.
In the following interview, Liguori talks about the state of b-to-b marketing and his vision for the BMA.
By Kate Maddox for the BMA14 Show Daily
BMA14, the Business Marketing Association’s annual conference in Chicago, kicked off Wednesday before a crowd of nearly 1,000 attendees, making it “the single largest b-to-b professional event anywhere on the planet,” said incoming BMA chairman Steve Liguori.
Liguori, executive director-global innovation and new models at GE, was joined on stage by Kathy Button Bell, outgoing BMA chairman and VP-CMO at Emerson Electric Co., following an introduction video that showed Button Bell skydiving and Liguori paddling up the Chicago River to get to the event.
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