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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to our latest blog post on the NTM Growth Marketing podcast series, where we explore insightful journeys and the dynamic world of marketing. In this episode, we feature Colleen Romero, the VP of Marketing at HealthWay. Join us as we delve into her impressive 20-year career, her role in maneuvering HealthWay’s B2B and B2C initiatives, and how she steers through challenges in a private equity-backed company.
Colleen’s path in marketing and digital has been an adventure, spanning over two decades. Her impressive trajectory saw significant milestones, including her recent appointment as VP of Marketing at HealthWay, a private equity-backed entity focused on both B2B and B2C markets.
“I’ve actually been in marketing and digital for over 20 years, and it’s been quite an adventure of a career,” says Colleen.
Interestingly, Colleen highlights a modern twist in her career advancement—recruiters finding her through LinkedIn:
“In my last three jobs, recruiters have called me and they’ve actually found me through LinkedIn, which I’ve loved.”
This shift underscores the power of digital networks in today’s job market, particularly for seasoned professionals like Colleen.
Colleen’s role at HealthWay requires her to juggle both B2B and B2C marketing, areas with fundamentally different strategies and outcomes.
In the B2C sphere, particularly with HealthWay’s Amazon business selling about 20 SKUs, the focus is on immediate sales and quick decision-making cycles:
“Every day you’re coming in, you’re looking at your numbers, you’re optimizing… The sales cycle for an air purifier is very quick.”
Conversely, B2B marketing involves long-term relationship building, with deal cycles extending from 90 days to 18 months. HealthWay’s air purification systems are integrated into large buildings, requiring persistent and nuanced marketing efforts.
“We work with manufacturers, representatives, and folks who spec in products into large buildings. That deal cycle can be anywhere from 90 days to 18 months.”
An integral part of B2B marketing is maintaining relationships through strategic hospitality and ongoing engagement.
“It’s also kind of what I would call relationship marketing. So hospitality, taking them out to dinner, going to events, lunch, and learns in their offices.”
Colleen emphasizes the crucial role of content and storytelling in today’s marketing landscape. With the rise of digital mediums, reaching the right audience with compelling narratives is more important than ever:
“Today it’s all about content. Getting the content in front of the right folks on LinkedIn, getting their email address, getting them to a webinar…”
Colleen adds that storytelling shouldn’t dredge up negative feelings, especially in a post-COVID era. Instead, addressing specific problems like asthma and pollution with targeted solutions is vital.
Working at a private equity-backed firm brings unique challenges and rewards. Colleen thrives in this fast-paced, results-oriented environment:
“Maybe I’m a race car driver at heart, but I love working this hard and working to my potential.”
Colleen also enjoys the autonomy and the frequent interaction with executives and the board, where she gets to answer tough questions and deliver impactful results.
When it comes to building her team, Colleen looks for certain qualities in potential hires:
“I always hire for attitude, and it’s a can-do attitude to some extent, very scrappy and someone who will basically give anything a try.”
Red flags include a lack of teamwork and adaptability, essential traits in the collaborative world of marketing.
In a lean organization like HealthWay, every team member needs to deliver consistently, unlike in larger companies where redundancy provides a cushion.
“We’re focused on delivery, and we don’t have an opportunity to swing and miss.”
Reflecting on her career, Colleen discusses both a significant failure and a success that shaped her professional journey:
A notable setback was a CRM project where she didn’t thoroughly audit the work of a predecessor:
“The project had architectural issues that required us to stop and rebuild a lot of it.”
On the flip side, Colleen managed to significantly increase HealthWay’s e-commerce revenue in her first three months:
“A 300% increase in e-commerce revenue.” (Q4 2021)
Her approach involved identifying low-hanging fruit, setting clear KPIs, and cutting non-performing initiatives.
Looking forward to 2024, Colleen is excited about in-person meetings and the judicious use of AI in marketing:
“I don’t think you can ever replace that. Very different dynamics occur when you meet people face-to-face.”
While AI holds promise, it’s vital to use it carefully to avoid homogenization and maintain competitive edge:
“If everybody starts using AI, machines are going to take over our world, and we’re not going to have an opportunity to add any value.”
Colleen Romero’s journey at HealthWay is a testament to adaptability, strategic thinking, and the blend of art and science in marketing. Whether navigating the rapid sales cycles of B2C or cultivating long-term B2B relationships, her insights offer invaluable lessons for marketers at all levels.
For more on Colleen’s journey and HealthWay’s innovative approaches, connect with her on LinkedIn or reach out via email at cromero@healthway.com.
Thank you for joining us in this deep dive into HealthWay’s marketing complexities. Stay tuned for more captivating stories from the world of growth marketing.
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