Marketing Star Of The Week: Alicca Hudson, Marketing Director

Alicca @Precision Optical Transceivers:
It all started for me when I met the owner of Precision Optical Transceivers, Inc. and another colleague at a local career fair. They were looking for a Marketing Coordinator to kickstart the department, and I gladly took on the challenge. Fast forward 9 years later, and we now have a fully staffed and established marketing department! It is one of my biggest accomplishments and one that I am really proud of.

Alicca @Precision Optical Transceivers:
What I love about Marketing is that no two days ever feel the same! There are always fun, creative projects to tackle. Marketing is a great outlet to show off your creativity, too.

Alicca @Precision Optical Transceivers:
I thrive in establishing target personas and buyer journeys. There are different considerations to make at different stages of the sales funnel, and as a marketer, it is important to provide content that is relevant at that point in time. You really have to put yourself in the shoes of your prospects.

Alicca @Precision Optical Transceivers:
B2B customers typically have a more complex buy-in compared to B2C customers. The overall sales cycle takes longer, meaning more marketing content and programs need to be developed to accommodate. Building these robust programs/content in a highly technical industry is definitely a challenge.

Alicca @Precision Optical Transceivers:
The workplace landscape changed significantly during the pandemic, so as a department, we had to strategize to accommodate this. We shifted our lead generation efforts less towards in-person events and more towards digital thought leadership initiatives, and it really paid off.

Alicca @Precision Optical Transceivers:
It is crucial for sales and marketing to work hand-in-hand to be successful. Communication is key. Frequent account-based brainstorming sessions, weekly activity syncs, etc. help us as marketers to build highly targeted marketing campaigns to drive sales revenue.

Alicca @Precision Optical Transceivers:
HubSpot Academy is an excellent Marketing resource. There are so many training topics to choose from, and the material is always very insightful.

Alicca @Precision Optical Transceivers:
Dominos is one that really stands out for me. They took a failing brand and launched their notable "we're sorry, we stink" campaign – where the CEO directly took criticism head-on and promised higher quality food in the future. It was a bold risk, but it worked! They also developed a pizza tracker app, which is really the first of its kind. Allowing the customer to track when food is being prepared, being cooked, etc. is really neat from a customer engagement/experience standpoint.

Alicca @Precision Optical Transceivers:
Don't be afraid to try new things. Take chances and be bold! Explore things that interest you personally and professionally, and don't be afraid to take your career in a different direction than you may have planned. It might turn out to be even better than you could have imagined!

Alicca @Precision Optical Transceivers:
You can email me at alicca.hudson@precisionot.com!