Kit Haines-Bornheimer
See the current issue
of The Internationalist magazine
Find out how to sponsor an issue of Trendsetters
 |
Trendsetters: Vodafone's Kit Haines-Bornheimer Shares How Data, IoT & Mobility are Changing Bottom Lines
Kit Haines-Bornheimer leads marketing for Vodafone Global Enterprise in the Americas by focusing on a comprehensive set of total communications products and solutions for large multinational businesses. Working for a UK-headquartered company in the US enables her the flexibility to test what works best in the Americas, while having the support of a global organization.
Through her business-to-business marketing efforts, she sees a new reliance on data in her goals to better engage with both decision-makers and influencers in the telephony process. "The Enterprise companies we work with spend less time thinking about pure telephony, and more time thinking about enhancing digital processes to drive business efficiencies," she says. "It's about connecting people, places and things in ways that reduce costs and drive new opportunities."
In a digital age with greater targeting and more data capabilities, Kit sees the gap closing between B2B and B2C marketing. "We're talking to people, not targets. So, finding the people-- regardless if they are making personal buying decisions or decisions on behalf of a company they represent-- is the name of the game." She adds, "Granted, in a B2B environment, traditional mass advertising doesn't necessarily play as big a role except for building brand awareness, but in many other ways, B2B and B2C are becoming much more alike."
Kit also admits that when she began her career in B2B, marketing was still very much a uni-directional world. "The evolving practice of digital marketing means we now have conversations with our customers in a bi-directional manner. We use digital technologies to evolve our message, leading from awareness to consideration to sale. We have more data than ever, and now it's about finding the people that matter, and having conversations directly with them, which new media capabilities are making possible."
Kit Haines-Bornheimer talked with Deborah Malone of The Internationalist at the ANA's New York video studios about her role at Vodafone and how IoT and mobile-technology in the hands of a work force can make in difference in doing business and on the bottom line.
To learn more, play the video below.
Kit Haines-Bornheimer has more than 20 years of experience delivering strategic integrated marketing for some of the world's most iconic telecommunications and technology brands. She was also named one of the first Internationalists of the Year in 2006 for her global marketing efforts.
Prior to joining Vodafone as the Head of Americas Marketing, Kit was the Director of Marketing for Motorola Mobility's Home Division where she championed the customer experience by opening a customer briefing center and leading marketing communications and event experiences for Motorola's video technology business.
Before that, Kit oversaw various aspects of AT&T's business and consumer marketing, successfully executing global campaigns in more than 16 countries. Kit enjoys evangelizing emerging trends in global communications. She has spoken about consumer trends in multi-device usage and about how, by embracing change, marketers can make a larger impact.
