From Marketing Book Group To Corporate Cohesion

 Learn how the Ansys product marketing team shifted from siloed activity to a unified marketing language and became one of the company's most respected groups. Rich Goldman, Ansys Director of Product Marketing, has enjoyed a storied career journey in semiconductor, photonics, and electronics design. It seems that wherever he goes, he creatively and effectively solves challenges. He's helped the country of Armenia recruit tech businesses by establishing a presidential award in engineering. He's co-authored a book amongst the likes of famous scientists and astronauts on the symbiotic relationship of the space and technology industries. And in his latest role, he's inspired a large marketing organization to adopt a common framework and processes to be more strategic in their content marketing efforts.During the episode, you'll hear how each business silo was using its own planning framework and vernacular for content marketing, making collaboration difficult and overwhelming corporate marketing resources. To solve this, Rich and Ansys CMO Scott Richardson held an organization-wide, 12-week workshop group based on the book Content Marketing, Engineered. The timing was perfect with marketing planning held directly after the conclusion of the workshop.Through this approach, the product marketing and corporate marketing teams are now aligned on foundational marketing principles, including a planning framework, vernacular, and metrics. Planning is now conducted in a rolling 12-month quarterly calendar, helping teams to prepare by looking ahead while still being nimble with shifting business needs. Not only did this effort lead to revenue growth, but the product marketing organization is also now recognized as a strongly performing group.Rich also shares details about the company's writing process, rolling 12-month planning approach, and a big 2023 focus on measurement and attribution.For show links and more, visit the Content Marketing, Engineered podcast blog https://bit.ly/CMEPodcast Learn more about TREW Marketing https://www.trewmarketing.com Order the book! Content Marketing, Engineered https://bit.ly/contentmktgeng