Business Casual: The Evolution of the Marketing Landscape

 

Chris Zona, Director of Brand & Marketing Communications for Gilbarco, helped break down the shifting marketing landscape from the traditional approach to focusing more on digital and content marketing, utilizing new techniques, technology, and social platforms to get a brand message across.

“A lot of people make the misconception that it’s a shift completely to digital,” Zona said. “Digital is shaping the landscape of everything that we’re doing now, but it’s just making it a little bit easier and a little bit more effective for us. We’re not abandoning traditional marketing. For the longest time, especially in an industry as old as ours in the petroleum industry, it was tradeshows and corporate dinners, face-to-face meetings, and advertising and traditional print publications. And that’s not to say we’re not doing that anymore; I think we’re just being smarter.”

Does this digital evolution in marketing change the sales funnel, and, if so, will it improve sales processes, or are there pitfalls to navigate?
“The shift to digital and the measurement tools have advanced,” Zona said. “Now, sales are much more measurable with tools like Salesforce, PRM tools and customer relationship management tools. The shift to digital has allowed us to get more focused. You can do things you couldn’t do before.”

Digital marketing isn’t new, but even if the landscape isn’t shifting, the platforms on where to market and the tools supporting these platforms are. What are some of the more reliable tools out there to support the digital and content marketing efforts?

“We try to control our platform and keep it in house,” Lopez said, though Gilbarco does rely on Salesforce for their sales funnel and Hubspot for their inbound and outbound marketing. “The platforms are certainly important, but I think how you do it is more important than that. The one takeaway I’ve had in the last five years is authenticity. Being true to who you are as a brand, and true to who your customers are, and delivering real messages to them; there’s so much noise out there now, and people can see through things that are inauthentic.”

Follow us on social media for the latest updates in B2B!

Image

Latest

grain storage
Revolutionizing Grain Storage: A Peek into MKC and Producer Ag’s Innovative Facilities
June 12, 2025

Embrace the future of grain storage as Jon Brown, Director of Facilities for MKC Properties and Producer Ag, guides you through their state-of-the-art, automation-driven facilities. Discover how they truly set industry standards for efficiency in loading, unloading, and handling grain. What You’ll Learn — The Evolution of MKC and Producer Ag’s Grain Facilities —…

Read More
Advancing Rehabilitative Care Through Global Practice Standards and Credentialing | Andrea Christie and Karlene Miller | EP#2 - Live from ICN
Advancing Rehabilitative Care Through Global Practice Standards and Credentialing – Live from ICN
June 12, 2025

Broadcasting from the 2025 International Council of Nurses Congress in Helsinki, host Lea Sims welcomes two inspiring Jamaican nurses—Andrea Christie, MSc, BSN, ENLAC, RM, RN, JP, and Karlene Miller, RN—to discuss the vital but often overlooked specialty of rehabilitative nursing. With decades of combined experience in rehabilitation and midwifery, both guests offer an impassioned…

Read More
career resilience
Asking Questions Works: Career Resilience, Mentorship, and Real Growth in Real Estate and Beyond
June 11, 2025

In this inspiring episode of PQ: Conversations That Build Equity, host Jason Winningham sits down with Rosanna Hudson—affectionately known as “RoRo”—to explore how career resilience fuels the development of professional equity through trust, adaptability, and the courage to ask better questions. Rosanna is a seasoned real estate broker licensed in both Texas and California,…

Read More
Build the Why, Not Just the What
June 11, 2025

There comes a point where you stop asking what you’re building and start asking why you’re building it. That shift is where high-impact work begins. It’s when you move from shipping features to shaping purpose. Anyone can launch a roadmap, spec out a feature, or refine a UI. But the heartbeat of the product lives…

Read More