• by Steve Smith , Staff Writer, Yesterday

Not many consumer facing brands have their own in-house meteorologist. But when you are trying to sell high-priced, high-consideration home generators, you need to follow the blackouts. Generac CMO Amanda Teder’s team pulls every lever of digital targeting and messaging cadence to move consumers along that tall funnel. At the same time, she is a big believer in linear TV and the shorter infomercial style to raise brand awareness and stoke the top of the funnel. It’s a very delicate act of allocation balancing. You can listen to the entire podcast at this link.