Inspired Marketing: Keysight’s Marie Hattar on Rapid Marketing Transformation

With a company over 80 years old, there are plenty of chances to improve and transform. When Marie Hattar joined Keysight Technologies as part of an acquisition, she saw an opportunity to apply modern strategies to a legacy brand. Her role as Chief Marketing Officer may be new, but her passion and ideas for a complete overhaul come from a well-seasoned past. You won’t believe what her team achieved!

Tune in and Get Inspired to:

• Transition to a platform that is easy and scalable
• Create a centralized marketing organization
• Implement extensive reporting for ROI analysis
• Track the customer journey and success
• Have clear leadership roles for efficient efforts

Key Takeaways:

[:50] Who is Marie, and what does she do for Keysight?
[1:40] Keysight’s belief was if you built a great product, the reputation (and customers) will come.
[2:35] Marie is the first CMO to join the team and has been focusing on transforming Keysight’s marketing.
[2:50] What was Marie originally trying to solve for?
[4:35] Everything in Keysight was so customized that it was difficult to take it off the shelf and just implement it.
[5:55] Before Marie came on, the marketing department did not have a reliable way to track their ROI with the sales team.
[8:10] As of now, what kind of progress have Marie and her team made with the marketing department?
[11:25] What kind of impact has Keysight seen, especially with the new data points?
[13:50] Marie shares how she’s helped empower her team with this transition.
[17:35] When you’re the CMO, your team tends to shelter you from information.
[22:05] What wins has Marie seen so far?
[24:55] If Marie could start this all over again, what would she do differently?
[30:35] What’s next for Marie?
[32:05] What inspires Marie?

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