Minute with a Marketer: Matt Taylor, GE Transportation
In this month’s minute with a Marketer, we speak with Matt Taylor, GE Transportation’s Marketing Communications and Community Relations Leader. GE Transportation was established over a century ago as a division of General Electric Company. Its innovations continue to make the company a global technology leader and a top supplier of equipment, services, and solutions to transportation industries including the rail, mining, marine, stationary power, and drilling.
Read more about Matt and his thoughts on the biggest challenges and opportunities for marketers today.
Q. Please share a bit about your role and your company.
At GE Transportation, we are in the business of realizing potential. We are a global technology leader and supplier of equipment, services, and solutions to the rail, mining, marine, stationary power, and drilling industries.
As marketing communication and community relations leader, I am responsible for leading a global multi-channel marketing communication plan and team in support of the business's brand, vision, and strategy. In addition, I’m responsible for the global community relations strategy and execution in support of the business’s philanthropic, economic, and public affairs initiatives.
Q. What do you think is the biggest challenge marketers currently face?
Personalizing for the individual customer and not blanketing the entire market segment. The marketing funnel has changed and we can no longer think about our markets as a collective, rather we need to think of individuals and find ways to understand their needs and values and connect directly with them.
Q. What do you think is the biggest area of opportunity for today’s marketers?
Embracing digital, technology and automation – those who don’t will be left behind.
Q. What was the best piece of business advice you ever received?
Walk before you run. Too often, marketers try to move quickly to get out a campaign, a survey, a product, etc. When you can, slow down and get it right. Find the right balance between speed and quality, but always emphasize quality.
Q. What did you want to be when you grew up?
I am still trying to figure that out! I am always curious, always learning, and always willing to take on new challenges and opportunities.