What's your favorite content? Which brand or company?
'I think there are many. What drives the evolution lately is a company who have been courageous enough to move into more immersive type of content. So if you look at B2C, I think Heineken did an amazing job lately with the Silver introduction. But if I look at the B2B world, I think companies who are doing great in creating edumarketing type of content are very much changing the relationship. I have one company in mind, Schneider Electric. What they do is great on social media, especially on LinkedIn, then doing live webcast, innovative talks. And it's very relevant because today 65% of B2B buyers want less sales oriented type of content. So while you're educating, you are also placing your products, your solutions, but you're still fulfilling a deep need of education.'
And does that serve for inspiration in your role, that company?
'Big time! Because I mean, in the in the role of Signify, we're working for specifier lighting, architect installers, the innovative products you always need to be educated as basic on how to, but also what is the value added to this product. Because you have a client in front of you that you need to explain why this product would have a superior quality.'
What are the main products of Signify?
'Signify is a leader in the LED and connected lighting industry. The company was born after Philips Lighting as a spinoff, and is also a leader in sustainability within the lighting industry. Everyone at Signify is proud of our accomplishments. Our operations have been carbon neutral since 2020, and sustainability is at the core of our strategy. We truly walk the talk at Signify.'