This episode features an interview with Norman Guadagno, CMO at Acoustic, where he is helping reimagine marketing technology. Over the past two decades, he has held a number of marketing and strategy roles with a deep focus on business transformation, marketing acceleration, and brand building. Norman was previously SVP of Marketing at Carbonite, helping to successfully transform that company from B2C to B2B. He has also held senior marketing positions at digital marketing agency Wire Stone, Microsoft, and Oracle.
On this episode, Norman shares the video strategy that many marketers are sleeping on, the depth of thought that went into Acoustic’s recent website redesign, and why SEM is Norman’s #1 uncuttable budget item.
Tune in to the episode to hear Norman talk about how:
“The first rule is nobody sees through BS faster than another marketer, so you have to try to have a discussion. Whether that's through your content, through your demand channels, or face-to-face, it needs to be rooted in a shared understanding that we know what's going on here. I'm not going to tell you how our product does everything and it does it better than everyone.”
“When I talk to our customers that are marketers, I want to understand their use cases, their challenges, and see if what we offer might be the right fit….as a fellow marketer, I understand the things they're going through.”
“You can't just appeal to the rational side of your audience. You have to appeal to the emotional side. If you don't also speak to the emotional side, you are just missing out on a big portion of creating resonance with your target market.”
“I look at our website as a living, breathing entity. If you take your eye off it and say, it's good, you're wrong. You have to cultivate it. Think about the experience that you're delivering and be willing to change things.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.