Humanizing Your Corporate Marketing Strategy and Personal Brand
by Tracie Patten
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What you'll discover
when watching Tracie's story
- Leverage relationships and centers of influence for introductions and referrals to gain new clients in the construction industry.
- Create targeted messaging that addresses specific pain points and scenarios of different audience groups to effectively reach potential clients.
- Develop a consistent publishing trail and personal brand for executives to position them as subject matter experts in their respective areas.
- Ensure internal audiences are aligned with external marketing messages and are informed before public announcements to maintain credibility.
- Executives should define their areas of expertise and create content consistently to establish themselves as thought leaders and subject matter experts in their fields.
- Incorporate a human touch and emotional connection in marketing strategies, even when leveraging AI-generated content, to effectively build brand loyalty.
- Marketers should gain diverse experience in different marketing roles and industries, as the skills acquired will always be beneficial in future marketing positions.
Meet Tracie Patten - Vice President of Strategic Marketing @ Marker
Tracie Patten is the Vice President of Strategic Marketing at Marker, a progressive, woman-owned commercial construction firm based in central Ohio that believes construction should be a fun and exciting realization of their clients’ visions.
As an experienced leader, Tracie is well-known for her expertise in strategic planning, consumer behavior studies, internal and external messaging, brand positioning, and client experience development aligned to meet marketing and corporate goals.
Tracie’s role as a leader heavily focuses on encouraging and supporting people. She believes that leaders should help their team members do great work and rise to their best ideas.
Moreover, throughout her career, Tracie has applied her marketing and strategy expertise across various industries, including manufacturing, dermatology, nonprofit, private equity, insurance, and wealth management.
At Marker, Tracie is at the forefront of the company’s growth, a testament to the strong dedication of their teams and Tracie’s strategic marketing expertise.
Check out Tracie Patten's thoughts on content marketing!
When it comes to creating engagement using marketing, Tracie shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
He also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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