B2B Online Chicago 2020

August 05 - 06, 2020

Chicago Marriott Downtown

Kristin Fallon, Global Head of Content & Storytelling at GE Healthcare
GE Healthcare Logo

Kristin Fallon

Global Head of Content & Storytelling
GE Healthcare

Check out the incredible speaker line-up to see who will be joining Kristin.

Download The Latest Agenda

Day Two: Optimizing The Customer Journey Online & Offline

Tuesday, April 21st, 2020

11:00 AM Keynote Case Study: Storytelling With CNN: Driving Positive Brand Sentiment Globally

GE was experiencing a down cycle which made news headlines as the divisions were undergoing transformation. Looking for an opportunity to drive brand sentiment, Kristin Fallon, Global Head of Content & Storytelling for GE Healthcare partnered with CNN to put out storytelling to drive higher levels of brand preference in a more centralized fashion. Hear successes and lessons learned, including:

  • Aligning around a single brand message and strategy
  • Influencing a large network of global content creators around a common company narrative
  • Defining tools and processes on a global scale to drive stronger campaigns
  • Leveraging storytelling to help buyers connect emotionally to increase purchase