In this episode, we're joined by Heather Teskey, VP of Marketing at Andersen Windows & Doors. Heather shares her extensive career journey from her beginnings in advertising to her current role, and they delve into effective marketing strategies, the importance of understanding customer needs, and leveraging data for impactful decision-making in B2B and B2C markets. Heather also provides insights into Andersen's innovation initiatives and discusses the significance of authenticity and brand consistency.
Guest Quote:
“ I think you look at as a marketer as you're going through is you really have to understand your brand and the position your brand has. And I think sometimes as marketers, we get tired. We get tired of our logo. We get tired of our tagline. We get tired of our positioning, and we want to be something else. Yet those are things that our audiences really value and they don't get tired. They don't look at it every day. I think I learned from Hallmark - Hallmark never changed their logo. That crown has always been that crown. The color has always been the color. I mean, you think of the years that they were, you know, if you care enough to send the very best.”
Episode Breakdown:
[19:40] - Alchemy Unveiled: B2C and B2C Insights
In order to have the best information about your customers, you’ve got to bring all aspects of the business to the table including sales, product, and the customers themselves. What the individual customer side needs isn’t usually what the broader company side needs. It takes voices and perspectives from all sides to make both sides of the business strong.
[36:55] From Nuggets to Campaign Gold: Certified Success
With Andersen’s Certified Contractor Program, the focus began with the foundation of good people and good work, which benefits Andersen and the contractors and their businesses. It’s a win-win.
[43:41] Gold Rush: Be a Valuable Leader
If you want to be valuable as as leader, you have to empower your high-performers to do their jobs well. Doing what’s right for the business far exceeds almost anything else.
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