Company Stats

• Revenue: $6 billion annually.
• Technology Reach: 95% of cars and 75% of smartphones use Hexagon's technology.
• Employees: Over 24,000 employees globally.

Episode Highlights

✅ Start with the customer to create a successful go-to-market strategy.

✅ Personalized marketing strategies deliver better results when tailored to specific customer pain points.

✅ Failing forward can lead to unexpected success, as long as you realign with market needs and your own strengths.

Episode Summary

In this episode, Mariana Cogan, CMO of Hexagon, shares her insights into leading the marketing for a $6 billion global company that touches nearly every car and smartphone in the world. Mariana emphasizes the importance of starting with the customer when developing go-to-market strategies, highlighting how understanding the unique pain points of each buyer is key to creating impactful marketing campaigns.

She delves into how Hexagon’s complex portfolio requires a matrixed approach, where customer needs and product value are carefully aligned to solve specific problems. Mariana also shares her personal journey of overcoming a significant career setback, which ultimately led her to embrace the fast-evolving world of digital marketing. Her experience demonstrates the power of adapting to industry trends and aligning personal strengths with market demands.

Notable Questions We Asked

Q: How do you approach building personalized marketing strategies for Hexagon's diverse portfolio?

A: It starts with understanding the customer’s pain points and tailoring the go-to-market approach based on their needs. We solve specific problems for each client and adjust our strategy accordingly.

Q: What role does customer insight play in developing your marketing strategy?

A: Customer insight is everything. If you don’t understand the customer’s needs and problems, you can’t develop a successful marketing strategy. We spend a lot of time with customers and sellers to build the right approach.

Q: What is your advice for overcoming career setbacks?

A: Take time to reassess your strengths and where the market is moving. My setback led me to focus on digital marketing, which was a growing trend at the time, and that decision was pivotal for my career growth.

Q: How do you balance marketing across such a large portfolio of products?

A: We take a matrixed approach, looking at the buyer, the problem, and the value proposition for each segment. This helps us create marketing strategies that resonate with different customer groups.

Q: How important is personalization in your marketing efforts?

A: Personalization is key, especially in B2B marketing. We aim to be as personalized as possible by aligning the marketing strategy with the specific challenges and needs of each customer.

Chapters

00:00  Intro

00:23  Company Stats

01:42  Handling a Complex Portfolio

03:50  Understanding Customer Profiles

05:51  Personalized Marketing Strategies

06:48  Mariana's Journey and Insights

10:00  Connect with Hexagon

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