In this podcast, Philippa Snare, CMO, UK at Microsoft, shares some of the marketing initiatives that have helped the company improve sales.

Recent popular podcasts in our weekly series include interviews with Jill Chiara, SVP, Data Insights at Forrester, Jonathan Davies, Head of New Market Development at npower, and Kevin Thompson, Vice President Customer Experience and Development at Barneys New York.

Today we talk to Philippa Snare, the CMO, UK at Microsoft. In this insightful interview she talks about some surprising marketing campaigns, including working together with vlogger Zoella to improve sales, and utilising wearables and the Internet of Things in an innovative way involving pregnant cows.

She also discusses:

• Her responsibilities as CMO, UK and the impact on Microsoft's wider marketing strategy
• Establishing a social team and looking at digital as a stronger channel and route to market
• Helping to bring the benefits of the Internet of Things alive to customers
• Technology as an enabler and how they become relevant to people's lives
• Creating ambassadors across the company
• How they engage with bloggers and vloggers as part of the digital marketing strategy to improve sales
• In what aspects marketing within technology differs from other industries, and how she tackles the additional challenges
• What the release of Windows 10 means for the company