The Uncommon Art of Creating B2B Brand Champions & Super Bowl Ads
In this week’s episode of Demand Gen Visionaries, we’re joined by Joanie Wang, Director of Marketing at Expensify.
In this week’s episode of Demand Gen Visionaries, we’re joined by Joanie Wang, Director of Marketing at Expensify.
This episode features an interview with Joanie Wang, Director of Marketing at Expensify. Since joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40.
On this episode, Joanie discusses how Expensify’s relentless focus on end-user experience turns customers into devoted champions of the product, how they work to cultivate a positive brand experience in every consumer interaction, and the process of launching their massively successful Super Bowl ad campaign.
Tune in to the episode to hear Joanie reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“We've been very end-user centric in how we build out our product and who our ultimate consumers are. There are a lot of similar apps out there that focus on the person buying the software, not necessarily the person using it. What we realized is that when you focus on the end-user experience…they really become huge champions of your product.”
“At the heart of it, demand gen at Expensify is essentially a partnership between marketing, business development, and sales. We focus our efforts on entering and growing new markets by accelerating our word of mouth business model. It's been the heart and soul of our business since day one, and it's something that's been really effective for us.”
“We focus a lot on creating experiences–whether that's at trade shows, in product, etc–creating experiences that are memorable and everlasting so that people not only believe in your product and love it, but become champions of it.”
“I recognize that brand is sometimes the opposite of demand gen, but I do think that it is a very important factor– from a top of funnel perspective–to stir interest and to create that initial awareness about our product.”
“We picked the Super Bowl because we knew that it was a moment in culture that everyone is paying attention to. In terms of meeting the audience where they are, that was kind of our moment. Everyone's paying attention. In fact, people are always on the lookout for commercials…We wanted a super large audience who is receptive to this kind of brand play, this sort of this messaging, and we wanted to meet them where they are.”
“I think there is a shift in people understanding that Millennials and Gen Z are the super savvy ones who are starting to enter the workforce and they'll be the ones to possibly make or break your business in the long term.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this week’s episode of Demand Gen Visionaries, we’re joined by Joanie Wang, Director of Marketing at Expensify.
This episode features an interview with Joanie Wang, Director of Marketing at Expensify. Since joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40.
On this episode, Joanie discusses how Expensify’s relentless focus on end-user experience turns customers into devoted champions of the product, how they work to cultivate a positive brand experience in every consumer interaction, and the process of launching their massively successful Super Bowl ad campaign.
Tune in to the episode to hear Joanie reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“We've been very end-user centric in how we build out our product and who our ultimate consumers are. There are a lot of similar apps out there that focus on the person buying the software, not necessarily the person using it. What we realized is that when you focus on the end-user experience…they really become huge champions of your product.”
“At the heart of it, demand gen at Expensify is essentially a partnership between marketing, business development, and sales. We focus our efforts on entering and growing new markets by accelerating our word of mouth business model. It's been the heart and soul of our business since day one, and it's something that's been really effective for us.”
“We focus a lot on creating experiences–whether that's at trade shows, in product, etc–creating experiences that are memorable and everlasting so that people not only believe in your product and love it, but become champions of it.”
“I recognize that brand is sometimes the opposite of demand gen, but I do think that it is a very important factor– from a top of funnel perspective–to stir interest and to create that initial awareness about our product.”
“We picked the Super Bowl because we knew that it was a moment in culture that everyone is paying attention to. In terms of meeting the audience where they are, that was kind of our moment. Everyone's paying attention. In fact, people are always on the lookout for commercials…We wanted a super large audience who is receptive to this kind of brand play, this sort of this messaging, and we wanted to meet them where they are.”
“I think there is a shift in people understanding that Millennials and Gen Z are the super savvy ones who are starting to enter the workforce and they'll be the ones to possibly make or break your business in the long term.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this week’s episode of Demand Gen Visionaries, we’re joined by Joanie Wang, Director of Marketing at Expensify.
This episode features an interview with Joanie Wang, Director of Marketing at Expensify. Since joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40.
On this episode, Joanie discusses how Expensify’s relentless focus on end-user experience turns customers into devoted champions of the product, how they work to cultivate a positive brand experience in every consumer interaction, and the process of launching their massively successful Super Bowl ad campaign.
Tune in to the episode to hear Joanie reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“We've been very end-user centric in how we build out our product and who our ultimate consumers are. There are a lot of similar apps out there that focus on the person buying the software, not necessarily the person using it. What we realized is that when you focus on the end-user experience…they really become huge champions of your product.”
“At the heart of it, demand gen at Expensify is essentially a partnership between marketing, business development, and sales. We focus our efforts on entering and growing new markets by accelerating our word of mouth business model. It's been the heart and soul of our business since day one, and it's something that's been really effective for us.”
“We focus a lot on creating experiences–whether that's at trade shows, in product, etc–creating experiences that are memorable and everlasting so that people not only believe in your product and love it, but become champions of it.”
“I recognize that brand is sometimes the opposite of demand gen, but I do think that it is a very important factor– from a top of funnel perspective–to stir interest and to create that initial awareness about our product.”
“We picked the Super Bowl because we knew that it was a moment in culture that everyone is paying attention to. In terms of meeting the audience where they are, that was kind of our moment. Everyone's paying attention. In fact, people are always on the lookout for commercials…We wanted a super large audience who is receptive to this kind of brand play, this sort of this messaging, and we wanted to meet them where they are.”
“I think there is a shift in people understanding that Millennials and Gen Z are the super savvy ones who are starting to enter the workforce and they'll be the ones to possibly make or break your business in the long term.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this week’s episode of Demand Gen Visionaries, we’re joined by Joanie Wang, Director of Marketing at Expensify.
This episode features an interview with Joanie Wang, Director of Marketing at Expensify. Since joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40.
On this episode, Joanie discusses how Expensify’s relentless focus on end-user experience turns customers into devoted champions of the product, how they work to cultivate a positive brand experience in every consumer interaction, and the process of launching their massively successful Super Bowl ad campaign.
Tune in to the episode to hear Joanie reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“We've been very end-user centric in how we build out our product and who our ultimate consumers are. There are a lot of similar apps out there that focus on the person buying the software, not necessarily the person using it. What we realized is that when you focus on the end-user experience…they really become huge champions of your product.”
“At the heart of it, demand gen at Expensify is essentially a partnership between marketing, business development, and sales. We focus our efforts on entering and growing new markets by accelerating our word of mouth business model. It's been the heart and soul of our business since day one, and it's something that's been really effective for us.”
“We focus a lot on creating experiences–whether that's at trade shows, in product, etc–creating experiences that are memorable and everlasting so that people not only believe in your product and love it, but become champions of it.”
“I recognize that brand is sometimes the opposite of demand gen, but I do think that it is a very important factor– from a top of funnel perspective–to stir interest and to create that initial awareness about our product.”
“We picked the Super Bowl because we knew that it was a moment in culture that everyone is paying attention to. In terms of meeting the audience where they are, that was kind of our moment. Everyone's paying attention. In fact, people are always on the lookout for commercials…We wanted a super large audience who is receptive to this kind of brand play, this sort of this messaging, and we wanted to meet them where they are.”
“I think there is a shift in people understanding that Millennials and Gen Z are the super savvy ones who are starting to enter the workforce and they'll be the ones to possibly make or break your business in the long term.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
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