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Around the world, Intel is a brand that most people are aware of. But, that wasn’t always the case. Kevin Sellers is one of the reasons why Intel was able to build up its brand recognition in new regions all around the globe, and now he’s working hard to make waves at a different company. Kevin is currently the CMO of Ping Identity, where he is helping the company emerge as a leader in the growing market of intelligent identity. On this episode of Marketing Trends, Kevin talks about his past and the work he’s doing now with personalized customer journeys and innovative marketing techniques.

3 Takeaways:

Decision-makers are emotional beings, so you have to make an emotional connection with them

– We live in a software world now that allows us to deliver capabilities at very low cost

– Everyone has the same tools to create a personalized journey, the differentiating factor is how innovative you can be

Key Quotes:

“Branding allows you to create an emotional connection to your buyer and that emotion can be on a range of things, but whether it’s B2B or B2C, the decision-makers in life are emotional beings. If you have the ability to connect with them at that emotional level, you create loyalty.”

“Part of the lesson I think is it’s not just you that has to tell your story. How can you get your partners, your customers to help tell the story for you?”

“We live in a software world now. It was a hardware world at one point, but we’re in a world where most of the consumer experience that you have is now being delivered via innovation in software and through cloud technology. And the ability to deliver these capabilities at very low cost has really changed the landscape of business.”

“This business is very much about ensuring you have the right segment, the right target within that segment and the right profile. That you’re going after them and you’re measuring literally everything you do. You have so many different knobs and levers that you can pull, and the beautiful thing is, you are getting data on a regular basis to say, ‘Hey, this is working, this isn’t working.’ And we’re able to adjust quickly. That’s not something when you were at a big budget, television-led marketing campaign. You just can’t move quickly because you create your campaign, you do your creative, you do your testing, but once you’re on in market, you’re in market and you’ve got your media buy supporting it – it’s very hard to change. Digital is a different world. We can be very agile, very fast. We get feedback very quickly and we can know whether something’s working and adjust appropriately.”

“What I’ve learned is that data is awesome. I love it. I love to see it. I’ve got a great dashboard. I look at it all the time and I’m constantly asking about this and that and the other, and we’re making decisions based on it. But the thing that I’ve learned is as good of a data set as I’d have, and as good of a means of finding a way to personalize the journey, I must meet my buyer at every stage of their journey with relevant content. All of those things we obsess over and we spend a lot of time and energy to ensure that we’re able to do that. You know what my competition has the same data that I do. They have the same access to the same tools and the same insights. I’m never going to win the day by having a better tech stack and having better data, because I’m probably never going to have that. So how do I break through? How do I differentiate and how do I create space in the minds of my target audience? And that comes back to this notion that you still have to be innovative. There has to be innovation in marketing.”

“A brand is not a marketing campaign. A brand is not something that is created by a marketer. A brand is, basically, the description of the soul. That’s what a brand is. And so when you’re doing a branding exercise and a rebranding exercise, what you’re really trying to do is make sure you discover and understand the soul of the company, and are articulating that in a way that is resonating with your audience.”

Bio:

“An accomplished business leader with a strong track record of scaling global brands, Kevin Sellers brings more than 20 years of global marketing leadership experience in the technology sector, including 10 years living and operating overseas. His strategic knowledge of the marketing functions spans brand leadership, demand generation, digital marketing and transformation, and corporate communications. Prior to joining Ping Identity, Kevin served as the chief marketing officer at Avnet, where he oversaw the company’s business-to-business strategies.

He also held multiple leadership positions at Intel. During his tenure with the company, he led the historic re-branding that took Intel beyond its core personal computer market, and launched the award-winning ‘Look Inside’ campaign—which received exceptional attention from the market, analysts, customers and more. Sellers has garnered significant industry recognition over the years including B2B Magazine’s Top Digital Marketers Award and multiple Cannes Lions, EFFY and ADDY awards for creative excellence.”

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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