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2020 Fall Webinar Series
FOLLOW-UP 

Marketing as a Strategic Asset

October 1, 2020

featuring

Stephanie Meyer
Chief Marketing Officer
HSA Bank

How do marketers get to sit at the table with the C-suite? 

You muscle-up on the skills you possess and turn into a profit center!  You'll know you are changing things when your business partners say, “we are winning deals and retaining strategic customers because of marketing!” 

In this CFG Fall Webinar, Stephanie Meyer shared how HSA Bank (a division of CT-based Webster Bank) developed a “Partnership Marketing” function that is a real differentiator in the market and an asset for growth. This is a great story of how to deepen marketing's engagement in the sales process – adding value to the conversation and helping to win deals and generate revenue! 

KEY TAKE-AWAY's

Marketing as a Service might not be the thing that your organization takes on to show marketing’s worth as an asset…but, it's worth a try in the right situation.

Marketers and campaigns that attach and entrench with key customers will increase their importance and visibility.

Don’t simply think about product innovation. Get alignment with Sales and go-to-market innovation.  This ensures marketing an important voice at the table.

Become close to the sales and growth teams and make them look really good.  Better yet, help them win deals!

Marketing as a strategic asset for your organization?

  • How aligned do you feel with your sales team?

  • What go to market innovations are you hoping to try in the next year?

  • What would be the barriers you see in elevating marketing to a strategic asset?

  • Would Marketing Services (MaaS) work in your organization?

Stephanie Meyer
Chief Marketing Officer

Stephanie Meyer joined the HSA Bank team, a division of Webster Bank N.A. in 2019 as Chief Marketing Officer. She oversees the Bank’s marketing strategy, including advertising and branding, public relations, and customer outreach. As a seasoned marketing executive, Stephanie leads the Marketing team to raise brand awareness and maximize growth for the Bank. She brings more than 20 years of experience in healthcare and financial services. After 10 years at GE Healthcare, she left her role as head of global marketing operations to join Connecture as CMO.  There, she led the company’s rebrand and created significant growth through innovative acquisition and retention campaigns.  Stephanie was part of the executive team that took the company private and after the successful sale of the company, she ran her own consulting firm where she worked with clients such as the AMA to develop marketing strategies and business plans. CONTACT Stephanie

RESOURCES

As always, the resources presented in this publication can be shared with your teams and  colleagues. All materials are available also in the Resource Library in the 2020 Webinars folder on our CFG Website.

Today's Recording Link  (PW: YdKhcAC9)


October 2019 Webinar with The Pedowitz Group's Dr. Debbie Qaqish on building a strategic revenue marketing operation. This model can help you get started. RECORDING
 

NEXT WEBINAR: Thurs., Oct. 15
11 A.M. - Noon (ET)


How to Make Marketing Memorable: Separating Science from Science Fiction

…featuring Carmen Simon, Chief Science Officer, Corporate Visions Inc.

STAYING 'n TOUCH Latest Edition
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