Value-driven Marketing

About Value-driven Marketing

Effective marketing is not about noise or the latest tech trend. It’s about the quiet discipline of understanding your customers and market and using that knowledge to create value for the customer at every interaction. This belief was the starting point of the podcast. Through the show, we aim to bring into the spotlight marketing experts and leaders who share the same conviction and learn how they help grow their companies by playing the long game of value creation in marketing. Value-driven marketing podcast is produced by STOICA.CO, a B2B marketing & digital agency based in Bucharest.

Publisher

Elena Iordache Stoica

Category

business

Language

en

Explicit

No

First episode

22 Mar 2022

Latest episode

23 Sept 2026

Latest episodes

31 episodes in the feed.

1. 

   23 Sept 2026

   Building a global brand from Romania, with Bitdefender's Cristina Serban

   What actually makes a product marketer effective? According to Cristina Serban, Director of Product Marketing at Bitdefender, it's a combination of mindset, customer orientation and flexibility. In this episode, Cristina breaks down the core skills a product marketer needs to work across teams they don't manage (from engineering to sales) and still get the product to market: flexibility, collaboration, and the ability to align people without authority over them. She talks about why customer obsession has to come before feature-building, why most companies overlook product-market fit once the "cool product" is built, and why Bitdefender's own CEO pushes a simple mantra across the company: try fast, fail fast. We also dig into how Bitdefender built a genuinely global brand out of Romania, in a market crowded with larger players. Cristina points to three things: best-in-class technology, constant innovation and building a genuine relationship with customers instead of a purely transactional one. She also credits the depth of technical talent based in Romania — R&D, research, and product all built locally — as a real structural advantage. The products that survive the AI era won't be the ones with the most features. They'll be the ones built by teams obsessed with one customer problem, solving it better than anyone else.

2. 

   24 Jul 2026

   Beyond the origin story: How AROBS Built a global tech brand from a Cluj-Napoca garage

   AROBS started in 1998 as ten people in an apartment in Cluj-Napoca. Today it operates in 11 countries, has completed 13 acquisitions, and gets roughly 70% of its revenue from outside Romania. In this episode of the Value Driven Marketing Podcast, I talk with Andreea Marcu, Chief Marketing, Communication and Sustainability Officer at AROBS, about what it actually takes to keep growing past the plateau where most companies in this space stall out. We get into: Why AROBS's "origin story" - Cluj-Napoca, engineering culture, cost-quality balance - worked early on but eventually became too small a container for the business Building software products (Optima, TrackGPS, UCMS) alongside client services since 2003 and why that dual model makes AROBS a sharper engineering partner Why choosing to work with regulated, high-barrier industries (aerospace, medical, finance) is a deliberate long-term bet, not just a market response What changed internally, especially in marketing, after listing on the Bucharest Stock Exchange in 2021 Integrating 13 acquisitions without fracturing culture or brand The brand vs. demand-gen debate, run across three completely different commercial models (services, products, B2G) Social Return on Investment - a financial KPI most marketers have never used Timestamps: 00:00 – Intro 00:56 – AROBS's origin and the search for a repeatable inflection point 03:57 – Building software products alongside services since 2003 07:18 – Positioning for regulated, high-barrier industries 10:43 – Differentiating against CEE competitors 12:56 – Going public: the Bucharest Stock Exchange listing 17:20 – Success factors behind international growth 21:15 – Integrating 13 acquisitions without losing brand coherence 24:17 – Why the origin story stopped being enough 29:08 – Marketing's role in value creation, and where AI fits 35:15 – Brand vs. demand gen across three business lines 37:50 – Sustainability, growth, and Social Return on Investment 🎧 Listen to the full conversation and subscribe for more on value-driven marketing.

3. 

   17 Jul 2026

   Building a global CVO platform from Romania: Valentin Radu on scaling Omniconvert

   How did Valentin Radu take Omniconvert from a startup in Romania to a global Customer Value Optimization player working with brands like Patagonia and Orange? It starts with a bold vision - because "you can't get further than your highest vision." Then it's about following the data, not instinct to find your ICP. It's about constantly seeking the talent to get to the next level, and experimenting "like crazy." These are just some of insights you'll learn of how Valentin Radu grew Omniconvert. You'll also hear about the challenges he and his team faced as a Romanian company playing on the global stage, what propelled the company forward, and other key lessons learned along the way. Tune in to hear: How Omniconvert found its ICP through data What the beachhead strategy is and how it worked for them Why founder brand matters as a B2B growth channel The North Star metrics that show what's actually working How a founder's mental state shapes team and company direction Valentin Radu is founder and CEO of Omniconvert, an e-commerce growth platform helping retailers grow customer lifetime value and cut acquisition costs. 🔗 Connect with Valentin: https://www.linkedin.com/in/valentinradu/ 🔗 Learn more about Omniconvert: https://www.omniconvert.com/ (https://www.omniconvert.com/) Follow the show for more real conversations with founders and marketing leaders. 🎙️

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Spotify

5.0 / 5

3 ratings

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Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.