Title: VP-industry marketing

Company: Xerox Corp.

Years in current job: 2

As VP-industry marketing at Xerox Corp., Laura Ramos has been focused on communicating what the company can offer to clients in specific verticals such as financial services and healthcare. To target the latter, for example, Xerox launched “Freedom to Care,” a campaign created by agency Pappas MacDonnell, Southport, Conn., that is part of the marketer's broader Ready for Real Business platform and includes video content, sales enablement tools and social media.

Online video has been particularly successful for Xerox, Ramos said, both as part of its industry-specific marketing and for corporate branding efforts. The company's newest corporate video, “A World Made Simpler …. by Xerox,” garnered more views in one month than the entire Xerox YouTube channel had during its first three years, she said.

The company has also used social media to reach the healthcare audience, partnering with the Health Care Blog to provide content—including columns written by Xerox executives—and to cover events such as TEDMED, an annual conference that focuses on health and medicine. For the TEDMED sponsorship, Xerox worked with the Health Care Blog to host a “tweet jam” that reached more than 40,000 people, Ramos said.

Online marketing is one of the best ways to reach the healthcare market because providers are geographically distributed all over the U.S. and the world, she said.

The company's online content and social media campaigns are also the ideal way to explain Xerox's capabilities in the healthcare space after its 2010 acquisition of Affiliated Computer Services, Ramos said. “Online is one of the best ways to put a story out there that says, 'We're not the copier company; look at the things we can do to simplify the business of healthcare,'” she said.

Top Digital Marketers 2012