167: Big, Dirty, Greasy Marketing With Purple Wave

Ask most senior marketing executives to describe their company, and you’ll often hear words like “workflow,” “optimization,” or “disruption” get thrown around. When you ask Dave Brotton, Vice President of Marketing, about Purple Wave, you’ll get something a little different—they like to say they “sell big, dirty, greasy equipment.” Now that’s a description with character. Purple Wave is, in fact, is in the business of big, dirty, greasy equipment—they are an online auction platform focused on things like construction and agricultural vehicles. So, think of it as eBay, but instead of a cute, $30 vintage sweater, you’re bidding on a $43,000 2012 John Deere S660 RWA combine to help harvest your next corn or soybean crop. Believe it or not, marketing a company geared towards industrial agricultural equipment is a little different than marketing a company where you can sell your sibling’s old sweaters for some pocket cash. Purple Wave has devoted significant time to ensuring proper persona slicing for their efforts and have committed to building a strong community that can help them draw in both buyers and sellers. On this episode, Dave and Drew meet in Tampa at The CMO Club Summit in their escapes from Manhattan, KS and Manhattan, NY, respectively. They talk about company growth, community forming for customers and prospects, meaningful customer relationships, and more. Check it out!