Infinite Electronics, a supplier of electronic components that's undergoing rapid global expansion, is expecting to launch more than 12,000 new products across 13 of its brands in North America. For the marketing team, that translates to prioritizing and finetuning process first and foremost.
“One of my biggest challenges is making sure that my marketing team doesn't have to spend all of our time launching new products,” CMO Emily Campbell told Chief Marketer this week. “I also want them to be able to nurture products that are taking off in the market and build campaign stories around them, in big important areas that we're launching in.” That requires automating many processes to create content on the fly—even across different geographical and cultural contexts.
To make that happen quickly and effectively, Campbell turns to Legos.
A Lego-inspired marketing strategy, she claims, allows the team to rebuild pieces of content that fit together seamlessly. “We’re building a collateral strategy that's like Legos, where you have core components that can be built up in multiple different ways,” she says. “We want to be able to quickly pull together PowerPoint presentations and other information in a way that is plug-and-play, without having to completely customize a new solution for that customer meeting.”
We spoke with Campbell about her process-oriented vision for the marketing team, three ROI-focused steps to reaping the benefits of international brand expansion, how a 20-brand conglomerate sets itself apart from competitors, and more.
In ecommerce news, buy-now-pay-later service Klarna might be launching its own retail media network. CMO David Sandstrom discusses this possibility; provides thoughts on customer retention; outlines the brand’s self-service marketing tools; and dishes on surprising consumer marketing trends.
Lastly, the applications for the 2024 CM200 are live. From consumer agencies to B2B shops, to experiential, design, content and more, the CM200 is the most expansive agency ranking in the industry. Get your free application in today.
Until next week,
If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.