Toni Clayton Hine's guest appearances

Toni Clayton Hine

pod2112 Podcast

Data Gurus

Changing Channels

Tom Peters

Michael Parker

Tim Brown

Gregg Easterbrook

Julie Parrish

Anese Cavanaugh

Josh Bernoff

Tiffani Bova

Gavriella Schuster

Chris Murphy

Abha Dawesar

Emmanuel Probst

Annie Pettit

Dave Sobel

Assar Badri

OwlTail

For 2019’s first episode, Toni Clayton Hine, B2B marketer and former CMO of Xerox Corporation joins Sima Vasa. They discuss what it was like to market one of the most iconic brands in the world at a time when digital technologies were emerging and how data played a big role in defining their marketing agenda.Toni Clayton Hine - Xerox's Marketing AgendaToni worked at Xerox for five years during a time when a lot of transformation was going on. The company was the prominent brand associated with print and copy, and Toni came into a division tasked to build out a new market. She became the CMO shortly after the company split in 2017.Toni says that even after the split, the agenda was the same for both sides, how do you take the best of the Xerox brand in the print element and show people how that is still relevant?“That means showcasing how we lived at the intersection of both physical and digital”. - Toni Clayton HineUnderstanding Customer PerceptionIn order to be relevant in a modern, digital way, Toni needed to change people’s perception of Xerox as a mere print and copy brand through advertising and other vehicles. To create the perfect story, she had to research the perception of the end customer.She approached the research by making sure her team gathered current customer perception and requirements. Additionally, they had to know how these differ by country, offering or market segment.Challenges in ResearchLike any other endeavor, they faced a couple of challenges. These included the fact that they had the opportunity to ask people questions.“It was more making sure we were looking at the insights with an open mind.” - Toni Clayton HineToni wanted to make sure that they weren’t skewing the way they asked their questions to get the answers they wanted. They also had to be really open to how they were perceived in a competitive landscape. On top of this, they had to make sure they had enough data points to slice and dice.Quick links to connect with Toni Clayton Hine:LinkedInTwitterSima loves to hear from her listeners with input, questions, suggestions and just to connect! You can find her at the links below!LinkedInTwitterinfinity-2.comSima is passionate about data and loves to share, learn and help others that share that passion. If you love data as much as her, subscribe on iTunes and don't forget to leave a rating and review!

For 2019’s first episode, Toni Clayton Hine, B2B marketer and former CMO of Xerox Corporation joins Sima Vasa. They discuss what it was like to market one of the most iconic brands in the world at a time when digital technologies were emerging and how data played a big role in defining their marketing agenda. Toni Clayton Hine - Xerox's Marketing Agenda Toni worked at Xerox for five years during a time when a lot of transformation was going on. The company was the prominent brand associated with print and copy, and Toni came into a division tasked to build out a new market. She became the CMO shortly after the company split in 2017. Toni says that even after the split, the agenda was the same for both sides, how do you take the best of the Xerox brand in the print element and show people how that is still relevant? “That means showcasing how we lived at the intersection of both physical and digital”. - Toni Clayton Hine Understanding Customer Perception In order to be relevant in a modern, digital way, Toni needed to change people’s perception of Xerox as a mere print and copy brand through advertising and other vehicles. To create the perfect story, she had to research the perception of the end customer. She approached the research by making sure her team gathered current customer perception and requirements. Additionally, they had to know how these differ by country, offering or market segment. Challenges in Research Like any other endeavor, they faced a couple of challenges. These included the fact that they had the opportunity to ask people questions. “It was more making sure we were looking at the insights with an open mind.” - Toni Clayton Hine Toni wanted to make sure that they weren’t skewing the way they asked their questions to get the answers they wanted. They also had to be really open to how they were perceived in a competitive landscape. On top of this, they had to make sure they had enough data points to slice and dice. Quick links to connect with Toni Clayton Hine: LinkedIn Twitter Sima loves to hear from her listeners with input, questions, suggestions and just to connect! You can find her at the links below! LinkedIn Twitter <a href="http://infinity-2.com" rel="nofollow" target="_blank">infinity-2.com</a> Sima is passionate about data and loves to share, learn and help others that share that passion. If you love data as much as her, subscribe on iTunes and don't forget to leave a rating and review!

Toni Clayton Hine – B2B Marketing Insights from Former Xerox CMO | Ep. 049

Brands are more than just the names of companies and products. Brands are the embodiment of corporate missions and value propositions. While brands don’t make products, products can make define brands and buyer propensity to use a company’s products and services. Through brand building, companies position themselves for purchasing consideration, customer loyalty and market influence. Some brands are so successful that they become genericized, becoming known for their company and/or products as well as the products of competitors. Branding isn’t an overnight exercise. It takes careful crafting to ensure the message aligns with the products and mission, and then it takes a persistent delivery to the target market to ensure prospective buyers understand and internalize the brand message and value. Toni Clayton Hine, chief marketing officer at Xerox, knows the benefits and challenges of brand building. Hine oversees a brand synonymous with photocopying and the printed page; a brand so well known that it’s hard to think of any other copier vendor without thinking Xerox. But she’s also challenged with evolving the brand so people recognizes Xerox’s existing and future capabilities in document management, business process optimization, and time-savings solutions. Hine joins Pod2112 to discuss brand building and brand management, sharing what every company needs to know about brand power.

Brands are more than just the names of companies and products. Brands are the embodiment of corporate missions and value propositions. While brands don’t make products, products can make define brands and buyer propensity to use a company’s products and services. Through brand building, companies position themselves for purchasing consideration, customer loyalty and market influence. Some brands are so successful that they become genericized, becoming known for their company and/or products as well as the products of competitors. Branding isn’t an overnight exercise. It takes careful crafting to ensure the message aligns with the products and mission, and then it takes a persistent delivery to the target market to ensure prospective buyers understand and internalize the brand message and value. Toni Clayton Hine, chief marketing officer at Xerox, knows the benefits and challenges of brand building. Hine oversees a brand synonymous with photocopying and the printed page; a brand so well known that it’s hard to think of any other copier vendor without thinking Xerox. But she’s also challenged with evolving the brand so people recognizes Xerox’s existing and future capabilities in document management, business process optimization, and time-savings solutions. Hine joins Pod2112 to discuss brand building and brand management, sharing what every company needs to know about brand power.

Episode 52: Xerox’s Toni Clayton Hine on Brand Power