San Francisco—Linda Boff, executive director-global digital marketing at GE, was named BtoB's Top Digital Marketer of the Year at an awards ceremony in San Francisco Wednesday.
The award was presented at BtoB's Top Digital Marketers Awards Luncheon, which recognized 25 top digital marketers profiled in BtoB's June 13 issue.
Boff, who leads GE's global digital marketing, content and commercial strategy, was recognized for developing innovative online marketing programs that engaged customers and delivered results for GE.
She oversaw, for example, GE's eco challenge, an online contest that offered $200 million in potential funding for ideas to improve the power grid. The contest generated more than 4,000 ideas from 150 countries.
At the luncheon, 18 of the top 25 marketers accepted awards and participated in a panel discussion, during which they discussed their chief digital marketing investment areas.
“More of everything,” Boff said, when asked how GE plans to invest in digital marketing next year. Developing original content using online videos, customer testimonials and social media will be top priorities, she said.
Other top marketers said they will invest in mobile marketing, social media, content development and analytics next year.
“We are operating so much faster as a company. We couldn't get by without social media,” said Kevin Cox, senior director-strategic initiatives, global program marketing at SAP, who said social is having a significant impact not only on marketing but on companywide communications and collaboration.