Hasta La Creative!

General Electric Chief Marketing Officer Beth Comstock sought to dispel some myths about business-to-business marketing with her presentation at the Association of National Advertisers meeting in Phoenix.

“When many people hear ‘B-to-B’ they think it means boring-to-boring,” she said. But “at the end of the day our customers are people too. We are all emotional beings. We want context. We want relevance. We want connection.”

GE has been anything but boring lately. From describing the “Industrial Internet” with a fun film called “Datalandia” to conducting six-second science-fairs on Vine, the marketer has generated enough buzz to make even the savviest of consumer marketers jealous. It all came from a single insight: “We have decided we are geeky and we are proud of it,” she said.

Continue reading at AdAge.com