Investing in Brand Awareness for Long-term Business Evolution and Growth

Aug 15, 2023

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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.

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.

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