Cisco's Neiger named BtoB's Top Digital Marketer of 2013

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San Francisco—Petra Neiger, senior manager-digital and social media at Cisco Systems, was named BtoB's Top Digital Marketer of 2013 at an awards luncheon here Thursday. The luncheon honored 25 top digital marketers profiled in BtoB's June 10 issue. The marketers were selected based on strong interactive vision and strategy; innovative use of digital technologies; and proven results. Neiger leads Cisco's social media center of excellence, which has evolved over the past three years from an internal social training center for employees to a core part of Cisco's business. “When I started out, I was a one-person team,” Neiger said after accepting her award. “This would not be possible without the help and support of my team.” During a panel discussion at the awards ceremony, 14 of the top digital marketers present discussed their interactive priorities and investment strategies for 2014. “2014 is the year in which we make Big Data small,” said Sharon Crost, global online marketing-social media manager at Hitachi Data Systems. She said the company will invest in systems to gather Big Data and use it to create insights about customers to develop more personal communications with them. Rishi Dave, executive director-digital marketing at Dell Inc., also discussed the importance of Big Data. “We have this great inbound [data collection] machine, and we know all the stats. I am looking very hard at technologies that will allow me to grab customers as early as possible when they are digitally nurturing themselves.” Content marketing is another big investment area for marketers next year, according to the top digital marketers. “The days of ambush marketing are over,” said Lauren McCadney, senior manager-social media at CDW Corp. “We are looking for technology that will allow us to positively identify who our influencers are and make sure our content is absolutely optimized to allow our advocates to more easily tell our story.” Gail Moody-Byrd, senior director-digital, social and communities marketing at SAP, said, “The big point for 2014 is technology to help us manage the content supply chain. We have so many people in the organization and in our online communities providing content that we have outgrown our ability to manage it on Excel spreadsheets.”
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