Investing in Brand Awareness for Long-term Business Evolution and Growth
Learn about Todd Wells' vision and focus on brand awareness for Acumatica, and how those efforts directly work alongside demand generation.
Acumatica is a leading innovator in cloud ERP with customers located around the world. Acumatica ERP delivers adaptable cloud and mobile technology with a unique all-inclusive user licensing model, enabling a complete, real-time view of your business anytime, anywhere. Through our worldwide network of partners, Acumatica provides the full suite of integrated business management applications, designed to help mid-sized companies thrive in today’s fast-moving markets.
Guest Bio
Todd is a proven marketing and technology leader focused on accountable demand generation and innovative customer experience marketing – driving step-function improvements in business results. He has extensive and broad experience at the intersection of marketing, sales and technology – including a strong background in operations and analytics. He’s also a strong change leader with proven success building high-performing and results-oriented teams.
Todd joins Acumatica most recently from Deloitte Digital where he drove a digital transformation practice across commercial marketing, sales and partner channel clients. Prior to that he was at Microsoft leading the transformation across commercial marketing and sales IT, and building high-performance global services/operations businesses.
Guest Bio
Todd is a proven marketing and technology leader focused on accountable demand generation and innovative customer experience marketing – driving step-function improvements in business results. He has extensive and broad experience at the intersection of marketing, sales and technology – including a strong background in operations and analytics. He’s also a strong change leader with proven success building high-performing and results-oriented teams.
Todd joins Acumatica most recently from Deloitte Digital where he drove a digital transformation practice across commercial marketing, sales and partner channel clients. Prior to that he was at Microsoft leading the transformation across commercial marketing and sales IT, and building high-performance global services/operations businesses.
Episode Summary
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
- It’s imperative to focus on brand awareness alongside demand generation.
- Explore innovative ways to market your brand to break into new audiences, whether it’s major sports sponsorship, airport ads, connected TV, etc.
- No matter how you market, always think of your individual personas: their wins, wants, and pain points. People want to see themselves in your marketing.
Quotes
“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.” Todd Wells, CMO, Acumatica
Episode Highlights
*(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
Episodes Transcript
- It’s imperative to focus on brand awareness alongside demand generation.
- Explore innovative ways to market your brand to break into new audiences, whether it’s major sports sponsorship, airport ads, connected TV, etc.
- No matter how you market, always think of your individual personas: their wins, wants, and pain points. People want to see themselves in your marketing.
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