How 3M integrates various channels to target the right audience in B2B markets

3M is a well-known brand, perhaps most notable for starting the sticky notes craze in the B2C realm. In actuality, the American multinational conglomerate operates in the field of industry, worker safety, U.S. health care and of course, consumer goods. Impressively, 3M raked in US$35.4 billion in total sales in 2021.

As the lead of Digital & Integrated Marketing Asia for Safety & Industrial Business Group, 3M, Dhruv Mehrotra is a seasoned marketer with experience in other Tech giants such as Yahoo and eBay. At 3M, he drives customer-centric thinking in marketing efforts while developing channel marketing strategies with important ecommerce partners to ensure that they continue to "think outside the box”. Catch our fireside chat with Dhruv as he shares innovative ways on how 3M provides the right information, via most relevant touchpoints to their customers, while embracing the use of technology in their marketing.

Key takeaways:

• How 3M has navigated in a consumer-centric environment via integration of Artificial Intelligence.
• Identifying the appropriate customer personas in the Australian market.
• Examples of 3Ms’ successful omnichannel strategy.
• How augmented reality and virtual reality area succeeding in Asia.
• Dhruv's opinion on how localization adds value for customers.