Linda Boff Shares Her Strategy for Compelling Content
There's little question that General Electric has made business-to-business marketing—well—sexy.
Although Linda Boff, GE's recently-appointed Chief Marketing Officer, stated at last month's ANA Masters of Marketing Conference, "We don't believe in B2B or B2C, we believe in B2H. We market to humans. We want to talk to people." Ms. Boff and her team have captivated the imaginations of many humans through content that she calls "interesting, contagious and shareable" by putting science at the center—often with humor, but always with a "wow" factor. The result is that GE is now as much a part of popular culture as any consumer or business brand— not bad for a global corporation that's well into its second century.
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Source
"Linda Boff Shares Her Strategy for Compelling Content." The Internationalist. Number 76, 2016.