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Deidre Hudson

VP, Growth Marketing at Payability

Deidre Hudson is an accomplished marketing leader and demand generation strategist with over 20 years of experience, who is dedicated to customer-centric approaches for impactful marketing solutions. She excels in connecting data and human behavior to drive end-to-end demand generation and channel optimization.

Hudson was hired as the Vice President of Growth Marketing at Payability in June 2021.1 Payability is a leading funding and payments platform for eCommerce sellers.1 In this role, Hudson is responsible for driving new customer acquisition and expanding the Payability brand, reporting to CEO Keith Smith.1 In January 2022, she transitioned from VP of Growth Marketing to CMO at Payability.2

Prior to joining Payability, Hudson held various marketing leadership roles at companies including Gartner, Tata Consultancy, Wolters Kluwer, Broadridge, 1010data, RCN, GrubHub, and Madgex.1 Most recently, she led the marketing team at Madgex, a U.K.-based jobs board technology company.1

Hudson holds a Master of Science in Psychology from California Southern University and a Bachelor of Business Administration in Marketing/Consumer Behavior from City University of New York-Baruch College.

Highlights

Apr 14 · linkedin

What happens when you get 30 B2B Marketers under one roof for 2 days of conversation and creativity?

Imaginarium!

I believe we are at a crossroads in B2B Marketing so it was great to connect with old friends and meet some new ones including Amanda Kahlow Glenn Gaudet John McNeil Lynn Teo Natalie Cantave Christine C. Cook Jaime Punishill Patrick Reynolds David Spitz and of course, Drew Neisser

Awesome thanks to Scott Stedman and team for the creativity and imagination to put together such a fabulous event. ⭐️

Feb 29 · linkedin

I frequently speak about how we need to bring a more humanistic approach to B2B marketing and messaging.

A couple of years ago I saw an ad on LinkedIn for a digital marketing agency. It  read very simply: “It’s hard out here for a CMO”

I have never forgotten that ad. And although I haven’t had a chance to do business with them yet, when I am in need you can be sure I will look them up.

Why did this resonate so much with me? Why after all the hundreds of ads I’ve seen did this one stick out for me?   ✅ It's a clever cultural reference (to a movie called Hustle and Flow). ✅ It demonstrates the company has a sense of humor.  ✅ And most importantly, it shows the company knows something about me and was bold enough to try and connect on a different level.

They got me.

So, I propose that we start speaking less about products and start trying to connect more on an emotional level.

Let’s try to relate more, as people to people. I once heard this referred to as #B2H. Business to Human.

How to do this:

Create personas that extend beyond job titles: Dig deeper. How old are your prospects? Where do they live? What do they do for fun? What does their lifestyle look like? What do they highlight in the LinkedIn profile? “Girl Dad”? “Boy Mom? “Optimist”? Connect to references that will resonate. (By the way there are 19,000 self-declared “Optimists” on LinkedIn. I’m sure you can find some that fit your ICP and figure out language and messaging that will resonate)

Use the language of your target audience: A few years ago when targeting Amazon businesses with messaging around replenishing inventory, we created ads that said “Reup”. Not “Replenish”. Why? Because we found that our targets skewed male, late 20s/early 30s in age and we wanted to connect on their level. Worked like a charm.   Already including this info in your personas? Use it. I’ve seen many personas that attempt to describe the person behind the persona, but then that information is not used. They receive the same cookie-cutter language as other personas.

So remember:  ❤️ Find what they love ❤️ Connect to what they love ❤️ Win Share of Heart

Win Share of Heart and win Share of Wallet.

#b2bmarketingstrategy #b2bmarketing

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Deidre Hudson
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Location

New York, New York, United States