Tip:
Highlight text to annotate it
X
Everybody looks to what you can do to make it more effective. I think the marketing budget
is important that it’s meeting the needs of the business units. I mean my budget is
funded by the business units themselves. So we're very strong on making sure that it’s
working for them, because that keeps it sold. So I think it’s gotta be relevant and practical
in terms of what you do from a marketing perspective. It’s also, I think, important that we give
the business units opportunities or showcases for certain things. We build a lot, for example,
around events. It could be a trade show, it could be a global business meeting like Davis
or Cope15 or something like that. But then we try to give them a story that they can
tell before, during, and after the event.
So we do a lot of things around events but always focused on what’s gonna help drive
the business. And again, digital is a great example of what can be done to kind of show
them what their return is on that investment.