A marketing leader for 20 years, Caroline Dunn, shared her marketing insights with the detailed attention of an electrical engineer on the latest Marketing Tales episode.
You heard that right!
Caroline earned her BEE and MSECE in electrical engineering from Georgia Tech. She was ready to save the world with her innovations upon graduation and tell everyone about it.
However, the engineering communications arm wasn’t the best at that time and didn’t tell compelling stories about the world-changing innovations engineers created.
Earn an MBA in marketing, and be the change she wanted to see in the engineering world.
In her current role as the VP of marketing at Wahsega, a company that provides PA systems to K-12 schools, she aims to protect people and buildings. Her systems are used for announcements and emergency notifications, whether that’s a lockdown or severe weather warning.
She focuses on account-based marketing, which is done by personalizing the buyer’s journey and tailoring communication to the needs of specific accounts.
When it comes to content marketing, Caroline utilizes videos. Just last year, her team produced 40 short-form FAQ videos. Each video is under one minute.
Perfect for YouTube #shorts!
Blog posts for SEO are also a big priority for her.
“Content is king” and “work smarter, not harder” are some things we’ve all heard working in marketing.
One way Caroline repurposed her case studies was by turning them into a beautiful ebook available for download, now serving as a lead magnet.
Her thoughts on AI and ChatGPT?
“As an engineer, I am always on the side of innovation, and I feel that AI is another form of innovation,” she says. “Specifically for marketers, we use ChatGPT as a research tool to help reduce the time it takes to research legal rules relevant to our audience, such as Alyssa’s law.”
An important lesson Caroline learned over her 20-year marketing career is this:
“You’re going to make mistakes, I’ve made plenty, and you’re going to learn from your mistakes,” she says.
Don’t be afraid to fail; be willing to change your approach. That’s the beauty of marketing, it’s an ever-evolving industry, and you have to change with it to be successful.
And to grow, you have to always be learning, and to do that, Caroline recommends the following books to anyone with the desire to develop their marketing career:
📕 MOVE by Sangram Vajre and Bryan Brown
📘 Anything by Seth Godin
“Because by the time you’re reading this, there may be the next best thing on the market to follow.”
So, always be in the know and on the pulse of what’s going on.
Until next time. ✌️