21: Breaking Down Silos: Achieving Synergy through Integrated B2B Marketing - with Lisa Vecchio, Global Senior Director, Integrated Marketing at Aircall

In this episode of Women in B2B Marketing, host Jane Serra interviews Lisa Vecchio, the Global Senior Director of Integrated Marketing at Aircall. They discuss Lisa's journey in the B2B marketing industry and delve into the concept of integrated marketing.

Lisa explains the importance of aligning teams and messaging to create a centralized approach to marketing. They also touch on the significance of retention in marketing campaigns and the challenges of being a global marketer. Lisa shares her experiences and offers advice on career mapping and self-reflection.

Lisa talks through:

• the importance of telling a consistent story across all marketing channels
• measuring the impact of integrated marketing efforts
• identifying opportunities and fixing issues by analyzing data
• creating a messaging framework and targeting strategy
• maximizing the impact of integrated campaigns
• balancing brand and demand in integrated marketing
• the value of building relationships with fellow marketers
• managing international teams
• localization and when to build local teams
• the importance of advocating for yourself

Key Links:

Guest: Lisa Vecchio - https://www.linkedin.com/in/lisavecchio/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

The Marketing Academy program - https://themarketingacademy.org/