Digital Roots, Global Routes: Marketing the Automotive Shift
In this episode of Leap Forward, we sit down with Michelle Wells, VP of Global Marketing at Infomedia—a trailblazer in automotive tech. Michelle takes us through her journey from the digital marketing trenches to spearheading global strategies in a rapidly evolving industry. Her story offers a front-row seat to how leadership, adaptability, and innovation intersect in high-stakes markets.
We dive deep into how AI is reshaping customer experiences, what electrification really means for the future of aftersales, and why B2B marketing doesn’t have to be boring. Michelle brings both strategic perspective and practical advice, making this episode a must-listen for anyone looking to stay ahead in the world of automotive and tech marketing.
00:00
Introduction.
02:24
Intermedia’s global impact: 250k users across 180 countries in aftersales solutions.
04:13
Michelle’s career journey: From banking to Google, YouTube, and ultimately entering automotive.
06:03
Transition to Intermedia post-maternity leave; passion for B2B marketing creativity.
08:06
Challenges in automotive: EV aftersales revenue, technician shortages, and data-driven solutions.
10:05
How tech/AI transforms marketing teams (e.g., Salesforce, Adobe Creative Cloud upskilling).
12:18
Skill-Will Matrix: Michelle’s team-driven approach to career development and specialization.
14:28
Importance of dealership visits to understand pain points (e.g., filming global case studies).
16:04
Debunking B2B marketing myths: Leading with problem-solving over product specs.
18:23
Upcoming campaigns/website revamps to boost Intermedia’s creative storytelling.
22:10
“If you can see it, be it”: Advocacy for women in automotive and industry inclusivity.
26:44
Advice for newcomers: Explore the automotive ecosystem beyond OEMs/dealerships.
30:12
Enthusiasm for the industry’s future and collaboration.
Address
UK
Cambridge House, Henry St.
Bath BA1 1BT, United Kingdom
USA
2950 Buskirk Ave, Suite 300
Walnut Creek, CA 94597
Korea (South)
Kyobo Building, 15th Floor, 1 Jongno,
Seoul 03154, Korea
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