Your B2B Buyer is a Consumer: Why Brand Matters
Solving critical sensing and perception challenges across the entire value chain of the automotive and mobility market segments with its LeddarVision™ sensor-fusion and perception platform, LeddarTech delivers a cost-effective, scalable, and versatile LiDAR development solution to Tier-1 and 2 automotive suppliers and system integrators, enabling them to develop automotive-grade solid-state LiDARs based on the foundation of the LeddarEngine™–purposely-built for deployment in autonomous shuttles, trucks, buses, delivery vehicles, robotaxis, and smart city/factory applications. An on this episode of MarketScale’s Maverick of Marketing, host Shannon Maverick is joined by Daniel Aitken, Vice President of Global Marketing, Communications and Product Management at LeddarTech.
With a career that began as a social services therapist that inexplicably morphed into business development and marketing for the tech, fashion, finance and sports industries, Aitken is certainly a Maverick of Marketing, with a unique perspective on the buying experience and how a company’s marketing message will resonate with their audience.
“Usually what happens is companies become product driven, where they really market their product and try to appeal their product to the consumer themselves. And I’ve always had the belief that what we first have to do is sell the company itself. And once you convince people that this is a company to be trusted and to work with, the product sale comes pretty naturally after that.” Aitken further remarked, “We have to really treat everybody as a business to consumer model or people to people model as opposed to believing that you’re marketing to just one monolithic organization.”
To hear more about Aitken’s approach to marketing, a Maverick of Marketing who’s influenced his approach (Julie Cottineau, author of TWIST: How Fresh Perspectives Build Breakthrough Brands), and LeddarTech, tune into this episode of the Maverick of Marketing podcast now.