One of the key changes in marketing in recent years is the advent of content marketing as a principal tool in demand generation. Another is that marketing is becoming more and more technical. Marge Breya, EVP and CMO of data integration company Informatica and architect of the company’s marketing system, works on the front lines of these changes.
In this episode of Moneyball for Marketing, Marge shares how Informatica uses a content marketing system to develop a sales pipeline and the technical metrics the company uses to measure demand generation success. Key points include:
Marge Breya is the Executive Vice President and Chief Marketing Officer of Informatica. Informatica provides data integration, data quality and big data solutions to enable companies to access, integrate and trust their information assets residing on premise and in the Cloud. At Informatica, Marge is in charge of the corporate brand, field marketing, corporate communications, web properties, Informatica University and integrated marketing efforts. She also leads the company’s corporate positioning, branding and identity, marketing campaigns, public relations, social media and global field marketing programs. Marge holds a MBA from the University of Oregon and a B.S. in Electrical Engineering from the University of Illinois.
Read the full transcript here
Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.