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 channelsmeasuring the impact of integrated marketing efforts identifying opportunities and fixing issues by analyzing datacreating a messaging framework and targeting strategymaximizing the impact of integrated campaignsbalancing brand and demand in integrated marketingthe value of building relationships with fellow marketersmanaging international teamslocalization and when to build local teamsthe importance of advocating for yourself<br/>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/