Mauro Paretti had always longed to be part of a company with an international work environment where he could collaborate with people across the globe. After studying marketing in his native Italy, he worked his way up in the industry through roles at companies like HP and CA Technologies.

Mauro now works as senior marketing manager and acting EMEA marketing team leader at ServiceMax, a global field service software provider that helps companies keep the world up and running.

Today Shaheen Samavati sits down with Mauro to talk about his approach to localizing content for audiences, the interactive projects ServiceMax has developed with the software company CEROS, and how the use of LinkedIn’s new broadcast feature, LinkedIn Live, has helped his company connect more closely with audiences this year.

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

Rapid-fire recs

  • Favorite app: CEROS, an experiential content creation platform. “It gives you the opportunity to be super engaging with your audience, and to offer them a nice experience that helps with overall customer retention.”
  • Source of inspiration: Philip Kotler. “There are so many great people out there, but if I had to choose one, I’d choose him. He’s kind of a ‘Bible of marketing.’”

You may be working in a B2B industry or a B2B market, but at the end of the day it’s really about human-to-human marketing. I think it’s super important to show the face that’s behind a product or company.

Connect with Mauro and Shaheen on LinkedIn.

This post was edited by Mary Kresge.

To learn more about being part of an international work environment:

Improving workplace harmony – Inken Kuhlmann-Rhinow, EMEA marketing director at HubSpot

Taking your brand global – Elena Romera, international marketing expert

Engineer success online – Annie Ross, global marketing & comms manager at Penspen

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