Leveraging Connections and Emotion for Marketing Campaign Success
Thomas Gröhl, VP of Marketing at DocuWare, shares why engagement is key to everything DocuWare does and how the company is leveraging a more emotional approach to connect with their customers.
DocuWare’s document management software delivers smart digital workflow and document control for substantial productivity gains without the need for IT resources. Our cloud and on-premises products are a recognized best-fit solution for companies seeking to digitize, automate and transform key processes.
Guest Bio
Thomas is VP of Marketing. He is responsible for the company’s global marketing strategy and his team spearheads all marketing efforts including brand and creative, product marketing, demand generation, communications, digital, event and channel marketing. Since joining DocuWare in 2022, Thomas has paved the way for more data-driven decision making around marketing initiatives and an integrated approach to global campaign strategy and planning. Thomas holds a diploma in International Business & Trade from the University of Applied Science in Worms.
Guest Bio
Thomas is VP of Marketing. He is responsible for the company’s global marketing strategy and his team spearheads all marketing efforts including brand and creative, product marketing, demand generation, communications, digital, event and channel marketing. Since joining DocuWare in 2022, Thomas has paved the way for more data-driven decision making around marketing initiatives and an integrated approach to global campaign strategy and planning. Thomas holds a diploma in International Business & Trade from the University of Applied Science in Worms.
Episode Summary
In this episode, Thomas Gröhl, VP of Marketing at DocuWare, shares the three methods DocuWare focuses on for marketing campaigns, why engagement is key to everything they do, and how DocuWare is leveraging a more emotional approach to connect with their customers. He also provides insights into how marketing can have a better relationship with sales, the importance of keeping buyers in mind when creating campaigns, and how to be a trusted advisor.
Key Takeaways
- Providing value in a digital world begins with engagement and being a trusted advisor.
- Have a local mindset. Step outside of normal marketing tactics and strategize language, tone, and value propositions in a way that can be adapted to a local market.
- Utilize emotion to tell your buyers a story and connect with them as human beings.
Quotes
“I would like demand gen marketers out there to have their buyers more in mind when they create their campaigns, their content, the messaging. Think about how relevant is it for my audience? What's the value proposition? There are no shortcuts that last long, and your customers will value that in the long run.”
Episode Highlights
*(03:24) - The Trust Tree: How DocuWare uses the channel for 80% of their business
*(06:40) - The Playbook: Thomas’s uncuttable budget items
*(29:44) - The Dust Up: How Thomas utilizes facts and numbers to bust through company tension
*(30:33) - Quick Hits
Episodes Transcript
- Providing value in a digital world begins with engagement and being a trusted advisor.
- Have a local mindset. Step outside of normal marketing tactics and strategize language, tone, and value propositions in a way that can be adapted to a local market.
- Utilize emotion to tell your buyers a story and connect with them as human beings.
Recent
Pipeline Visionaries
Episodes
.jpg)
.jpg)
.jpg)
.jpg)
.svg)
