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Marketing Innovators Luncheon Seminar

Challenger Selling in a Digital World

 Linda Bartman, Chief Marketing Officer, Cars.com 

The deck from this presentation may be found below.

 

Staying ahead of an ever-changing marketplace and creating demand for products is top-of-mind for most B2B marketers.  BMA Chicago’s March 13 Marketing Innovators Luncheon will focus on how evolving your strategy can help you breakthrough to win customer and industry attention.

Linda Bartman, CMO at Cars.com, will share how the B2B marketing team evolved and adopted a Challenger Sales model to help customers better understand the changing automotive industry and consumer to create demand for Cars.com products and insights.

During Linda’s talk you will hear about the challenges Cars.com encountered in the market and within B2B marketing before and during this transition in strategy. Linda will also discuss the successes and lessons learned throughout the process and how these are relevant for your B2B marketing organization.

ABOUT LINDA BARTMAN

As Chief Marketing Officer, Linda leads marketing for all Cars.com channels - dealer, manufacturer, major accounts and consumer. Ultimately, she is responsible for developing and executing marketing strategy to drive online advertising sales to automotive manufacturers and local dealers. Bringing a new focus to integration, insights and digital media, Linda’s leadership has yielded a nine point jump in Cars.com’s brand awareness, as well as the launch of a fully-integrated, 360-degree marketing campaign, “ALL DRIVE. No drama.,”  that produced a considerable rise in traffic and audience acquisition. Driving the company’s industry-leader status, Linda’s team conducts extensive research on digital and automotive trends,  from shopper behavior to social outreach.  Armed with these insights, Cars.com consults with dealers and automakers, shaping new products to solve evolving customer problems and helping position advertisers for greater growth.   
Prior to Cars.com, Linda was the Director, Marketing Communications & Brand, with BP US Fuels Value Chain.  In Linda’s role at BP, she was responsible for managing the brand for the Fuels business in the U.S. in addition to strategic development and execution of marketing communication strategies both through the consumer channels and the B2B distributor network. Linda led the marketing communication and public relations strategy for the U.S. Fuels business in response to the Gulf of Mexico crisis. Prior to BP, Linda led a series of marketing and brand initiatives in both the B2B/B2C channels in global businesses such as GE and AAR. Linda began her career with Ameritech New Media focusing on Public Affairs and negotiating new franchise agreements for a start-up business.    
 
Linda’s specialty is integrated brand management and driving 360-degree marketing planning and delivery, particularly in the digital advertising arena.  With experience in managing complex distribution channels, multiple audiences and emerging trends and technologies, Linda works to bring brands to life through a multi-faceted, seamless marketing approach that builds brand strength and consistency.    
 

 

Deck:

*To download the deck, click on the slideshare logo on the bottom left of the the presentation frame. This will lead you to the file on slideshare.net where you can click "Save" at the top of the presentation and save the file to your computer.

Sponsored by: 
Paladin