Building Brand-to-Human Relationships in a Digital World
On this episode Emily shares her insights into relationships in a digital world, personalizing marketing to boost brand value, and developing a 360 degree marketing plan.
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Collective Health simplifies employee healthcare with an integrated technology solution that makes health insurance work for everyone. With nearly a quarter of a million members and over 50 clients, including Driscoll’s, Pinterest, Red Bull, Restoration Hardware (RH), Zendesk, and more. Collective Health is reinventing the healthcare experience for forward-thinking organizations and their people across the U.S.
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Guest Bio
Emily Wolfe is a Digital marketing leader with an eye for analytics and a passion for developing stop-in-your-tracks creative campaigns. She loves working for companies in the healthcare, tech, and education spaces. Her areas of expertise include Demand Gen, account-based marketing, content marketing and inbound marketing, media planning and buying, marketing automation, marketing analytics and reporting.
Guest Bio
Emily Wolfe is a Digital marketing leader with an eye for analytics and a passion for developing stop-in-your-tracks creative campaigns. She loves working for companies in the healthcare, tech, and education spaces. Her areas of expertise include Demand Gen, account-based marketing, content marketing and inbound marketing, media planning and buying, marketing automation, marketing analytics and reporting.
Episode Summary
This episode features an interview with Emily Wolfe, Senior Director Growth Marketing & Analytics at Collective Health.
Collective Health simplifies employee healthcare with an integrated technology solution that makes health insurance work for everyone. Emily is a Digital marketing leader with an eye for analytics and a passion for developing stop-in-your-tracks creative campaigns.
Key Takeaways
- It’s critical to build the brand relationship with prospects
- Develop a few plays that you think will be successful and run those plays with a limited set of target accounts and optimize them
- Create an internal tiger team and figure out how to surround prospects with a 360 degree plan
Quotes
“It's so critical to build that brand relationship with prospects. In B2B, we like to think about them as committees or we think about them as faceless organizations, but it’s just people and people want to work with funny people.” - Emily Wolfe, Collective Health
Episode Highlights
*(02:34) - Emily's role at Collective Health
*(03:03) - Segment: Trust Tree
*(09:50) - Developing a 360 degree marketing plan
*(12:38) - Segment: The Playbook
*(13:24) - Building a brand relationship with prospects
*(17:22) - Personalizing your marketing to boost your brand value
*(24:34) - Segment: The Dust Up
*(28:19) - Segment: Quick Hits
Episodes Transcript
- It’s critical to build the brand relationship with prospects
- Develop a few plays that you think will be successful and run those plays with a limited set of target accounts and optimize them
- Create an internal tiger team and figure out how to surround prospects with a 360 degree plan
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