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Episode Info: This the B2B Marketing Show by Impress Labs looks This week the B2B Marketing Show by Impress Labs looks at how the Semiconductor industry is changing as digital makes deep impacts. I talk with Sander Arts, Chief Marketing Officer at Atmel. Traditionally most top semiconductor companies are 5 to 10 years out of sync with best marketing practices. However, Sander Arts has bucked that trend. We ask him: What do you consider your marketing philosophy, and how has it changed? What skills and viewpoints have you learned from other marketing positions that prepared you for your current role? What kind of cultural changes have you seen in marketing and IT’s relationship/dynamics during your career? How are you using digital at Atmel? What sorts of channels do you leverage? What does your current marketing department look like? Do you have a separation of on- and offline? Let’s explore some of your willingness to break new ground at the company. Tell me about some of the big changes you introduced to the way Atmel makes to its customers. How has your online presence evolved? If there was one thing you could do to reinvent marketing what would it be?
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