Executive buy-in, fractional investor support, and intern talent help a solo tech marketer succeed.
Diana Van Dusen, Marketing Manager at Azumo, has worked in both enterprise companies as part of a large marketing team and served as a marketing department of one. She enjoys the fast-paced, streamlined decision-making of smaller companies and is very resourceful at securing help to accomplish big marketing goals.
Azumo recently underwent a full re-brand, from their name and visual identity to their messaging and website. To pull this off, Diana relied heavily on help from an experienced marketing pro engaged by the investment group that has a stake in Azumo. Diana also engages agency support and interns with a talent for design and writing -- areas that complement Diana's skills as a holistic marketing strategist.
Diana has worked at both software and hardware companies, and the most remarkable difference she noted was in the length of the buying cycle. A SAAS product might be an eight-week decision whereas the cycle for Azumo's front-end displays can be as long as 18 months, if not more. This difference translates to varied marketing strategies and, in the case of longer sales cycles, less insight into marketing attribution to the sale.
Diana recommends that other solo tech marketers look to industry blogs, social networking, peer feedback, and trusty Google when learning and growing as a professional.
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