GE’s CMO on redefining B2B marketing at the ‘pretty damn cool’ brand

“As marketers, we have got to rip up the marketing plan because what looks really good on paper – out-of-home, social, earned media and paid media – is not the way people experience media in their lives,” states General Electric CMO Linda Boff.
“We need to think about what the new 360-degree marketing is and it needs to be redefined.”
Boff took up her current role at GE – the world’s fourth largest B2B brand according to BrandZ – just over a