Carlota Pico recently spoke with Carlota Feliu Argila, a Barcelona-based marketing expert with more than 12 years of experience in the communications industry. As the EMEA marketing leader for 3D printing and digital manufacturing at HP, Carlota has found her passion: combining her marketing expertise with innovation and technology. In this interview, she discusses adaptation to current global challenges, how to create impactful and authentic content, and the core purpose of communication for companies in any sector.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Working for a B2B technology company adds to the variety that makes marketing so rewarding; you’re always taking on new challenges and communicating about innovative things that are changing the world.
  • The public and private sectors have their differences, but in the end it’s all about communicating powerful ideas in a way that gets the message across.
  • HP jumped into action to respond to the coronavirus crisis by using 3D printing to manufacture medical supplies. It was not only a way to support public health, but also a valuable opportunity to showcase the real-world applications of their technology.
  • When it comes to digital events and other initiatives, the most important thing to measure is how marketing actually generates and influences business opportunities.
  • Especially at technology companies, it’s vital to involve people from outside the marketing department in the process of content creation. This results in authentic, balanced content that resonates with a range of profiles from all backgrounds.
  • You can send tons of messages, but if there’s no strong idea behind them, they’ll just be empty words.

The world has changed, and as marketers we must acknowledge that our potential customers are not in the same place they were a few months ago.

Rapid-fire recs

What’s an app or tool that you can’t work without?

I’m a superfan of Evernote, because I love to scroll through lots of content online. It allows me to tag things and save them for the future, so that I can revisit them or share things that I find inspirational with my team.

Also check out: Top 10 apps for content and marketing professionals

A marketing influencer who you follow?

I follow Mark Schaefer and subscribe to his newsletter, {grow}. I also follow Seth Godin and Dave Gerhardt. And I read a lot of content, marketing and business blogs. I would advise all aspiring marketers to do this—and don’t just read about marketing. If you’re going to be involved in content, you need to have a very open mind and general cultural awareness.

A valuable resource, event or group?

I’m involved in some channels on Slack, which allows you to easily network, collaborate and coordinate with people. I’m part of the channels for Growth BCN, Women in Tech and Online Geniuses, which is worldwide but has channels and threads for different locations. It’s really important to build your own network, whether through online interactions, face-to-face meetings or mentoring.

Also check out: 7 online networking groups for content marketers on Facebook & LinkedIn

Connect with Carlota Feliu Argila and Carlota Pico on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into the latest innovative ideas in marketing, check out:

Innovate and go digital – Christian Flaschka, global marketing expert at Markem-Imaje

Leading digital transformation – William Lawrie, JLL’s EMEA digital marketing manager

How to create valuable content for your reader, not yourself

To see the full transcript, click on page number 2 below.