A preview of the second annual Global Supply Chain Marketing Summit, to be held June 5-7, 2024 at the Ritz-Carlton on Amelia Island, Florida, with original cohort member Lisa Beck, director of marketing and business development with Ortec. 

Beck was a member of the cohort at the inaugural Global Supply Chain Marketing Summit. She tells summit producer Ralph Henderson about the value she derived from her ability to interact with “the people we’re trying to reach every day.” She came away from the event with an action plan for marketing that she shared both internally and externally, especially with Ortec’s global team in the Netherlands.

Branding is all-important, Beck says, and the best way to do that is to stress how a company differentiates itself in the marketplace. “You don’t need to be feature-heavy,” she says. The emphasis should be on what makes the company a vendor of choice. 

Internally, all of the individuals within a company that contribute to the development and sale of a product must be in the mix. “Encourage people to learn about your product as if [they] were the salesperson,” she says. “It’s about understanding the product, and not just what someone’s told you about it.”

Also contributing to market differentiation is content development, which can be “tricky” to generate, especially if the goods are technical in nature. But effective content development creates trust, and that in turn drives lead generation. 

Beck stresses the importance of building a lasting partnership with customers. “It’s not just a signature on the dotted line,” she says. “It’s about how we can make them successful.”