Title: Global integrated marketing manager
Company: Intel Corp.
Years in current job: 6
As global integrated marketing manager at Intel Corp., Pam Didner provides strategic digital guidance and relevant content to marketing teams in different geographic regions.
“Digital is in everything we do,” Didner said, noting that Intel has been increasing the percentage of its marketing budget that goes toward digital across the awareness, consideration and purchase stages of the buying cycle for the past several years.
“We have even recommended that several geographies move almost all of their media budget to online and digital,” she said. “All the content we create is with digital in mind first. We still do a lot of road shows, events, training and face-to-face customer meetings to drive sales. But online and offline must complement each other.”
While Didner manages enterprise as well as small and midsize business marketing at Intel, over the past year she has been focusing primarily on strategy and content marketing for the SMB segment.
“Historically, SMB hasn't felt a need to engage with Intel, given Intel didn't offer end products to them,” she said, pointing out that instead of engaging directly, Intel had usually worked with its OEM and other channel partners to reach the SMB market.
Intel recently launched Small Business Advantage, tools to help small businesses maintain the health and security of their PCs. Didner and her team created sales and marketing content to help its partners sell this product to the SMB market.
Didner is currently on assignment in Taiwan, helping Intel's Asia-Pacific and Taiwan marketing teams formulate strategy for regional and country-specific enterprise and SMB marketing.
“By understanding their needs, I can bring the learning and knowledge back to headquarters and create better services to support our geographies,” she said.