Can you introduce yourself and tell us about your journey to Siemens Machine Tools?
Sure! I’ve been at Siemens Machine Tools for almost 20 years. My journey in marketing began at university, and I spent nearly a decade working in marketing for the energy industry. I then transitioned to marketing low-voltage motors, where the pace of marketing was quite different compared to project-based work. Now, I’m focused on marketing communications for the digitalisation of machine tools, which is a fresh approach to selling digital solutions. I feel privileged to have worked in various positions within the same company, gaining a wealth of experience along the way.
What has your experience been like in B2B marketing over the years?
My entire career has been in B2B marketing, and it’s evolved significantly. When I first started, the marketing landscape was very different. I remember my first social media post over six years ago, which felt groundbreaking at the time. Now, it’s a basic expectation. The shift to digital marketing has been monumental; we used to rely heavily on brochures and physical proofs, but now we can share digital content globally with ease.
How has digitalisation changed the marketing landscape, particularly in your industry?
Digitalisation has transformed marketing in many ways. We now focus more on personalisation and understanding customer needs, rather than just promoting features. The world has become smaller; we can connect with colleagues globally and conduct webinars, which wasn’t possible two decades ago. The challenge now is cutting through the noise in a crowded digital space.
What are some of the challenges you face in B2B marketing today?
One major challenge is the sheer volume of content available. With AI generating so much content, we must find ways to differentiate our messaging. The legal aspects of AI in marketing are also a concern, especially regarding ownership and intellectual property. We want to embrace new tools but remain mindful of the potential risks.
How does your marketing team operate within a large organisation like Siemens Machine Tools?
In a company with nearly 400,000 employees, our marketing structure is quite extensive. I work in the marketing communications department of the Digital Industries business unit. My role involves collaborating closely with sales and product management teams to ensure our marketing efforts align with customer needs and market demands. Although we’re a separate department, we maintain strong communication with sales to address customer pain points effectively.
Can you share a standout success story from your marketing career?
One of my proudest achievements was the market launch of our digitalisation portfolio for machine tools, called Machinum. We implemented a storytelling approach that really resonated with both internal and external audiences. This campaign highlighted how storytelling can effectively introduce new products and engage customers. It was a fun project that successfully demonstrated the value of our digital solutions.
What tips do you have for fellow marketers in manufacturing?
First, embrace storytelling in your marketing efforts. Relate your products to familiar concepts to make them more accessible. Second, maintain your passion—enthusiasm is contagious and can inspire others. Lastly, remember the importance of internal communication. In a large organisation, it’s crucial to involve employees in marketing strategies to create a unified message that resonates both internally and externally.
Where do you find inspiration for your work?
I believe in learning through collaboration. The synergy created when people share knowledge can lead to innovative solutions. I also enjoy online learning courses and follow various companies on social media to gain different perspectives. This helps me avoid getting stuck in a single mindset and encourages me to draw inspiration from other industries.
What exciting projects are on the horizon for Siemens Machine Tools?
This summer, we are launching a campaign focused on the analogy between sports and digital transformation. We aim to promote our Machinum digitalisation portfolio and engage audiences through social media. If anyone is interested in joining our sports challenge, they can connect with me on LinkedIn for more information.
How can people connect with you to learn more about your work?
The best way to connect with me is on LinkedIn. I often share updates about our campaigns and insights related to marketing in the manufacturing industry. I welcome any questions or discussions about digitalisation or marketing strategies.
Any final thoughts you’d like to share?
Thank you for the opportunity to discuss my journey and the exciting work we are doing at Siemens Machine Tools. I hope this conversation inspires fellow marketers to embrace storytelling and innovation in their strategies.