The ABCs of B2B DEIB

But amid the digital transformation B2B marketers have also boosted their human or B2H skillsets With the ongoing rise of DEIB Diversity Equity Inclusion and Belonging it39s more important than everAs part of the ANA39s DEIB Day yesterday ANA Vice President Business Marketing Practice Sonia David interviewed three top B2B marketing executives who lead DEIB initiatives to get their take on best practices now emerging for DEIB They areToni ClaytonHine CMO at EYApril Crichlow CMO at CentricalLinda Brunner Senior Vice President Head of IT Digital Customer Experience at Siemens HealthineersThe interviews have been edited for length and claritySonia David What marketing skills are essential to DEIB success Any nonnegotiablesToni ClaytonHine We look at it as awareness are you selfaware in terms of how you39re acting how you39re thinking and how you39re interacting Then we look at how are you aware and contributing as a team as a function as a firm and our measurement comes in all of those different areas When you look at selfawareness it gets included in your inclusiveness scores and your focus on that is included in your individual goals And we are measuring how thoughtful we are in terms of who do we have on the team What are they contributing how are they contributing to it And then we think broadly as a function how are we from brand marketing communications both at a country level a regional level and a global levelApril Crichlow In terms of nonnegotiables for all of us in marketing we39re very data driven I think that39s critical to have that mindset from how data gives you the insight and gives you the ability to have action One that I can take from my SAP days is we really wanted to have a level of women and leadership in the organization It was at a lower percentage at the time and the goal was to get it to 30 percent because it was an important initiative to make sure that there was equity in the company from a leadership perspective The data was looked at where it was stated top to bottom and then allowed SAP to hit those goals over the years Data can be very powerful in terms of giving you a goalpost and then giving you a directionDavid How do you bring your DEIB efforts to life for your employees customers and prospectsLinda Brunner We partnered with some customers and we put a mammography truck in place We went to Philadelphia and last year we went down to the North Carolina Raleigh area Together with our customers and their patients we committed that these folks went through the screening they may never have had that opportunity to have So it39s tying the employee and the organization It39s connecting what our purpose is and making it relevant working together with our customers in our case for healthcare to serve their patients With our talent acquisition folks one of the first places to look is in our job descriptions In many cases in a highly technical and hightech engineering we now put our job descriptions through this neutral language decoder and we look to see how many masculine terms versus feminine terms are included in those and then adjust to balance those outClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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The ABCs of B2B DEIB

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The ABCs of B2B DEIB

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