Leveraging Connections and Emotion for Marketing Campaign Success

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.

Quote(s): 

“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 Timestamps:

*(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

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:

• Connect with Ian on LinkedIn
• Connect with Thomas on LinkedIn
• Learn more about DocuWare
• Learn more about Caspian Studios