On this episode of The Marketer’s Journey, I interview Kelly Buchanan Spillers, CMO at Infor, a large organization with over $3 billion in revenue and 7,000 customers in 70 countries. The company was acquired by Koch Industries a number of years ago for a massive sum of $13 billion. Kelly came to Infor after leading digital marketing at L’Oreal, so she has a lot of insights to share about bringing B2C strategies into a B2B organization.
Key takeaways from this episode:
- Always put the consumer first. Coming from a B2C background, Kelly started her role at Infor with the mindset that marketing teams should always be prioritizing the consumer’s needs. Despite not having a set B2B playbook to work from, Kelly used her B2C background from L’Oreal to communicate with Infor’s customers in a way that would resonate.
- Position your brand as a market expert. When it comes to carving out an authoritative position in the market, Kelly says she and the team at Infor have been focused on establishing the brand as high-level experts for specific industries. By communicating their expertise in certain niche areas, Infor has been able to set themselves apart from the competition and earn customers’ trust.
- Go back to basics. Recently, Kelly and the team at Infor have been taking a more holistic approach to the brand, ensuring that their online presence is clean and consistent across the board. When she first started as CMO, one of the first tasks she and the team undertook was to clean up anything that could be diluting their brand equity, and create streamlined brand guidelines to protect the brand’s image.