When Belinda Hudmon was named to the list of Top Digital Marketers last year, she was senior director-integrated marketing at Motorola Solutions. In that role she was responsible for both technology and content as they related to marketing. Since then, she has taken on a new role, focusing primarily on data and technology—a huge task and a huge differentiator for the company, she said. "Over the past five to 10 years, IT has been relegated to the back office and ... has become less relevant for the growth of the organization," Hudmon said of companies in general. "What we want to do is shift the perception so that IT is invested in the growth, technology and transformational initiatives." This new approach at Motorola Solutions was reflected in CMO Eduardo Conrado's promotion to senior VP-marketing and IT in January. Conrado is leading a push to better synch marketing and IT at the company. Bringing together marketers and IT people under the same umbrella means that Motorola Solutions is better able to leverage technology to drive business results. One way it does so is by personalizing the marketing experience using analytics and data, Hudmon said. "We have been standardizing and consolidating the data to understand who our key prospects are, and not only from a digital perspective," she said. Once it's determined who those prospects are, Motorola Solutions can personalize content and display messaging and offers that drive business. "Our focus is driving growth, transforming to more of a solutions organization and really enabling strong engagement with our customers, our partners and our employees. One of the things we've been working on is being able to use predictive analytics to segment and target around some key areas in our services business."