This episode features an interview with Todd Wells, CMO at Acumatica, a leading innovator in cloud ERP.
In this episode, Todd provides insights into the marketing team’s responsibilities within Acumatica, how people want to be sold to, and what major sports sponsorships have done for brand awareness and helping his team break through to new audiences. Todd dives deep into his vision and work in brand awareness for Acumatica and how those efforts directly work with and alongside demand generation.
Key Takeaways:
Quote:
“We've progressively been dipping our toes into just brand awareness as well, and so whether that's airport advertising, whether that's connected TV, whether that's sports, sponsorships, but all of those are really something that we've understood from the marketplace that there's, you know, especially from partners and in speaking to partners, what do they value? What do they want?...In our scenario, I think it happens interestingly very far down the funnel, and so where it's really critical and where the partners are asking for is really that conversion to win.”
Episode Timestamps:
*(02:45) - The Trust Tree: Acumatica’s criticality of awareness
*(11:49) - The Playbook: How Acumatica reconciles their spend with partner spend
*(28:01) - The Dust Up: Dust ups are a productive outcome of pushing the execution and strategies of business models
*(29:47) - Quick Hits: Todd’s Quick Hits
Sponsor:
Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links:
Creating a Total Social Strategy to Hype New Products
Getting Crafty as a Lean, Mean Team
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Showing Up for Customers Through Your Product
Strategically Organizing Your Own Customers
The Niche Media Approach
Bringing Value at Every Stage of the Customer’s Journey
The Future of Gifting is AI Enhanced
Defining the Enemy When Rebranding
Brand as the Hub of Your Go-To-Market Approach
The Customer Journey Isn’t a Funnel - It’s a Spiral
The Venn Diagram of Content Marketing
Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items
Brand as a Competitive Advantage
Strengthening Your Sales Relationship
Using Incentives to Drive Impact
Accountability in Experimentation
Be the Easiest Company to Buy From
Investing in Community and Relationships
Being the “Voice of” and “Voice to” the Market
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