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Adele Bernard, Marketing Director APAC of Lithium Technologies is a self-described “tech chick” having worked with several technology based small-medium organisations for over 15 years. With a remit that has covered up to 16 countries, Adele believes that digital marketing and taking a 3600 view of the customer is central to being successful today.

Lithium offers B2B customers a SaaS solution that competes in a very crowded and sophisticated space with its target markets having up to 6,000 technical options. To stand out against some major and well-funded competitors, Lithium relies on building communities and social media listening.

A central theme that comes through clearly in this episode is that perhaps the biggest opportunity for marketers – no matter whether you’re marketing hammers and nails or beauty products – is to create and reward engaged and passionate advocates.