Greg Herlevi Email & Phone Number

For 25 years, I’ve been involved in content creation for both learning and marketing initiatives. One thing I’ve learned is that there is a surprising amount of crossover between “formal learning” and content marketing, particularly in the B2B space. In that context, good marketing often educates as well.My first real professional role was as an instructional designer for Tooling University, which is an online learning company focused on the manufacturing space. I was the fourth employee hired as part of an LLC startup and was able to play a role in its growth. As Tooling University grew, my role expanded, which is how I developed as a people manager and leader.My time at Lubrizol taught me the nuances of working for a large, global, technical B2B company. And though I started as an instructional designer, my role grew over time as I gained responsibility for all aspects of various customer learning offers for the Additives business. As the company incorporated CRM into its commercial processes, I also had the opportunity to manage the digital marketing team and consequently build out a content marketing function as well.Over the years, I've learned principles that guide my views of content marketing and educational efforts:• Ensure content is measured based on results (KPIs), and not activity. • Maintain an "outside/in" view of messaging, staying focused on the audience, their perspectives and their needs. • View web experiences as "jobs to be done," and make those tasks as easy as possible for your visitors. • Treat content development with a process-oriented mindset, where each step adds value and avoids "doom loops" of redundant steps. • Ensure everyone on a working team has clear roles and responsibilities so the team works efficiently together. • Remember that no one can do it alone; a highly functional team is the best tool for solving business challenges to deliver results.