B2B Online Virtual Event & Expo

October 28 - 29, 2020


11am ET - 5:30pm ET

Kristin Fallon, Global Director of Brand and Digital Marketing at GE Healthcare
GE Healthcare Logo

Kristin Fallon

Global Director of Brand and Digital Marketing
GE Healthcare

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

Download The Latest Agenda

Day Two – Thursday, October 29, 2020 Optimizing The Customer Journey Online & Offline

Thursday, October 29th, 2020

11:45 AM KEYNOTE FIRESIDE CHAT: Bold, Courageous and Authentic Storytelling to Drive Positive Brand Sentiment Globally

Authenticity has become increasingly important in connecting with audiences. It starts with a strong business purpose, understanding your audience and the connection between the two. Kristin Fallon, Global Director of Brand and Digital Marketing for GE Healthcare has been an active champion of authentic communication in B2B. Two years ago she drove success through a partnership with CNN to utilize storytelling to drive higher levels of brand preference during a down cycle that was making headlines. More recently, at the start of the pandemic, she and her team went bigger and bolder, hiring a courageous filmmaker to go into the eye of the pandemic and document industry heroes during the biggest health crisis of our lifetime.

Hear successes and lessons learned to drive authentic communication and build buyer preference, including:

  • Defining authenticity in B2B, and why it matters
  • Getting senior leadership on board to move quickly
  • 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 campaign
  • Leveraging storytelling to help buyers connect emotionally to increase purchase