Bridging 180 Years of Tradition and Modern Marketing at Case IH with Marisa Riley

Why You Win

How can modern marketing strategies transform traditional agriculture industry?

In this episode, John and Kyler sit down with Marisa Riley, Director of Marketing at Case IH North America, to explore the intricacies of marketing in agriculture. Marisa shares her insights on building a high-performing marketing team, leveraging technology to support farmers and dealers, and navigating the challenges of a historical brand in a rapidly evolving market.

Listen to learn valuable insights on aligning bold marketing initiatives with brand values, integrating advanced technologies into agriculture, and supporting a diverse dealer network to drive business success.

Key Takeaways:

1. Build Collaborative Teams: Focus on creating a collaborative environment with strong leadership and high-performing teams to drive marketing success.

2. Align Marketing with Brand Values: Ensure that innovative marketing initiatives stay true to the brand’s core values to maintain authenticity and trust.

3. Leverage Technology: Utilize advanced tools and systems to enhance customer experience, streamline processes, and gather valuable data for informed decision-making.

Timestamps:

(00:00) Meet Marissa

(03:17) Case IH adapting to post-COVID changes

(08:55) Balancing legacy with innovation

(12:30) Testing and iterating with the target audience’s input

(17:02) Integrating marketing early in product development

(19:41) Focusing on technology for growth

(30:06) Shifting marketing budgets according to market cycles

(36:30) Customer-centric approach in marketing

(38:19) Key advice for new commercial marketing leaders