Epicor’s global chief marketing officer, paul stoddart, made revitalizing the brand a top priority after being named cmo 12 months ago. In particular, it focused on achieving this goal creatively without falling into the pitfalls of traditional b2b marketing.
Founded in 1972, epicor software focuses on small businesses and is one of the global leaders in erp solutions for businesses operating in australia’s manufacturing, distribution and aged care industries. Over the past five years, the company has retooled its products and services from on-premise to cloud-based. It is also changing the way we approach the market. This is to spur the growth of a number of mission-critical business technology solutions, including data integration management.
Stoddart Joined The Company After Gaining
A lot of experience in marketing strategy. Across the Portuguese Timor Email List tech sector and took on the role of being responsible for change. As chief marketing. Officer, his responsibilities span industry and field. International marketing department pr, communications. Market operations business development. And customer experience management.
Stoddart said the initial focus was on assessing the market’s brand awareness and whether the organization was positioned to grow. The focus has since shifted to enabling epicor to seize the opportunity that best meets the needs of its modern business customers.
Stoddart joined the company after gaining. A lot of experience in marketing strategy. Across the tech sector and took on the role of being responsible for change. As chief marketing. Officer, his responsibilities span industry and field. International marketing department pr, communications. Market operations business development.
And customer experience management
Of epicor products and services. In addition, mixed offerings in the marketplace, stale visual identities, overly technological tendencies, and epicor’s need to improve its ability to meet customer needs signaled that it was time to reinvigorate the brand.
Epicor changed its brand image for CH Leads six months. Examples include a new visual identity, an english website, language translations (in development), numerous assets rationalized based on customer data, and marketing campaigns.
1. Recognize that you are not a customer.
As stoddart explained, erp is well defin and understood, but in reality, applications vary widely across industries, including retail, manufacturing and automotive. Epicor explained erp well, but it was not enough to explain it in a language that each industry could understand.
