How GE breaks through the image of its past

Geoffrey Precourt

This event report outlines how General Electric, the industrial conglomerate, is showing off its innovation credentials with "business-to-human" marketing.

How GE breaks through the image of its past

Geoffrey PrecourtWarc

Though business-to-business advertising has its own set of challenges and standards, digital marketing has changed the parochial nature of its messaging.

"Our customers and business leaders don't log on to a different internet at night," Linda Boff, General Electric's VP/CMO, observed. "When you think about that, the stakes for all of us have changed.

"Great experiences – whether they be on Amazon or Uber – are setting a different bar for us as B2B marketers, and we have to think about this in very, very different terms."

And,...

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