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Marketing Star of the Week

Alicca Hudson

Join us on Mondays as we profile B2B tech's top marketing minds.

Welcome to our latest edition of Marketing Star of the Week, where we profile B2B tech's top marketing minds every Monday.

Today, I'm delighted to introduce you to Alicca Hudson, Director of Marketing for Precision Optical Transceivers, Inc.


Angela @Mojenta:
Thanks for taking the time to chat with me, Alicca! Let’s start with a little bit of your background and journey that got you into your current role.

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.

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Angela @Mojenta:
That’s an amazing accomplishment, Alicca! What do you love about marketing?

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.


Angela @Mojenta:
Totally – there’s something new every day! Marketing is a big umbrella that covers many areas of expertise. What's your specialty, and how did you develop it?

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.

You really have to put yourself in the shoes of your prospects.

Alicca Hudson


Angela @Mojenta:
What are your biggest challenges as a B2B marketer?

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.

Angela @Mojenta:
Speaking of challenges, what was your biggest lesson learned from the pandemic? 

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.

Angela @Mojenta:
How do you help your organization bridge the gap between sales and marketing?

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.


Angela @Mojenta:
Yes, cooperation between sales and marketing is key! What are your favorite marketing resources to help you stay sharp?

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.

Angela @Mojenta:
What brands do you love right now? Who's doing it right?

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.


Angela @Mojenta:
What's your best advice for young marketers?

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!

Don't be afraid to try new things. Take chances and be bold!

Alicca Hudson


Angela @Mojenta:
Thanks so much for sharing your story, Alicca. How can readers connect with you? 

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

Thanks again for joining us in getting to know Alicca Hudson. Check back every Monday as we continue to feature B2B tech's leading Marketing Stars.

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