Innovation not just in products, but in product marketing

How do you claim a space all your own in B2B digital marketing? Joel Tarver, senior manager digital marketing at Baker Hughes, talks about how they're using gamification and innovative digital practices to make their product marketing more engaging and effective.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of strategy at Savage Brands, and my guest today is Joel Tarver, senior manager digital marketing at Baker Hughes. So Joel, welcome to Brandonomics.

Joel: Thanks so much for having me here. I’m excited to be here. This is great.

Robin: Well great. So you’re everywhere, Joel. You were a featured speaker at the American Marketing Association event and you were really talking about kind of what you’re doing in mobile apps and gamification for some of your sales strategies. I want to hear more about that, as well as why you think that’s so effective.

Joel: Yeah, well, part of what we’re doing now when we released some key products is we’d like to push a mini game out on the public app store as well. So we did one for an internal application called Bidgy, and now we’ve done a second one for Ambit, and what we want to do is to have the game have just a little bit of information in there about what the product is. It’s a lot more of a soft sell, but also we want to make the game fun. So in one case, Ambit is about well monitoring, and it’s kind of a whack-a-mole.

Robin: That is a very B2C approach for a very B2B company. Very cool. Why did you go that route?

Joel: Well, I think one is because we can. We have some terrific talent that we’ve recruited in here. Also, it’s somewhere where our competitors are not. So we’re trying to look at how do we differentiate in the marketplace, and we want to look at how innovation not only applies to our technologies, but also to the way that we bring our products to market.

Robin: Oh wow, that’s amazing. Thank you so much for sharing that, Joel. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

A top-tier oilfield service company with a century-long track record, Baker Hughes delivers solutions that help oil and gas operators make the most of their reservoirs. Baker Hughes Incorporated (NYSE: BHI) provides reliable, practical solutions when and where our customers need them to lower costs, reduce risk and improve productivity. https://www.bakerhughes.com/