Thomas Lewis, an experienced semiconductor marketing leader, explores the challenges of building integrated marketing campaigns in technical industries and shares his advice on building strong working relationships with engineers.

Thomas also explores the industry's current focus on sustainability and the potential pitfalls of greenwashing, what B2B and B2C marketers can learn from each other, and offers his insights on the changing role of CMOs.

About Thomas Lewis

Thomas Lewis is a seasoned marketing leader with over 28 years working in the semiconductor industry. He has a unique background which has afforded him first-hand experience in sales, business unit leadership, and marketing. Thomas believes in the power of data-directed marketing with a proven track record to support his “ALL IN” approach to creating, developing, and sustaining highly successful campaigns and teams.

His background includes impactful roles at Texas Instruments and Analog Devices and career opportunities such as launching a global pricing process, living abroad as an expatriate, leading engineering teams and directing multi-channel marketing campaigns.

Time Stamps

[00:45:2] – Thomas discusses his career in the semiconductor industry and why he chose that specialism.

[02:50:3] – How can not being an engineer actually be a benefit in technical roles?

[04:41:0] – Advice for building better integrated campaigns.

[09:22:8] – How can data break down silos between different teams?

[15:02:3] – Does B2B marketing lag behind B2C? How can we fix this?

[18:56:9] – The dangers of greenwashing.

[22:43.3] – The changing role of the CMO

[27:13.6] – Thomas shares some marketing advice.

[31:35.6] - Andrus's contact details.

Quotes

“Keep an open mind, ask more questions than you make statements. That's great advice for dealing with engineers.” Mike Maynard, Managing Director at Napier

“Data can really be used to drive our marketing decisions. It's not just gut feel of what could work. You can do something, you can measure it and you can adapt to the situation.” Thomas Lewis, Semiconductor Marketing Leader

“So, I do believe that adjectives have become the enemy of a really good marketer in the B2B space. To get precise in what you’re talking about has become incredibly important.” Thomas Lewis, Semiconductor Marketing Leader

Follow Thomas:

Thomas Lewis on LinkedIn: https://www.linkedin.com/in/thomas-lewis-nhpoe/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547