Marketing Vanguard Podcast Episode Summary

Title: Why 60% of Power Solutions Fail—And How Generac Dominates the Category with Amanda Teder, CMO of Generac Power Systems
Host: Jenny Rooney, Adweek
Release Date: May 27, 2025

Introduction

In this episode of Marketing Vanguard, host Jenny Rooney engages in a deep conversation with Amanda Teder, the Chief Marketing Officer (CMO) of Generac Power Systems. The discussion delves into the challenges within the power solutions industry, Generac's leadership and strategies, and Amanda's personal journey in the marketing realm.

Understanding the Power Solutions Category

Amanda begins by providing an overview of Generac's longstanding presence in the industry:

"Generac is a 60-year-old company and we kind of invented the standby generator back in the day... we really provide peace of mind for people" (02:26).

Generac specializes in standby generators that automatically restore power during outages, a crucial solution for consumers and businesses alike. Amanda highlights the category as discretionary with low household penetration and awareness, emphasizing the importance of marketing to educate potential customers about the benefits and necessity of their products.

Generac's Market Position and Leadership

When discussing Generac's position in the market, Amanda confidently states:

"We are definitely the category leader." (04:16)

Generac focuses not just on marketing against competitors but primarily on educating consumers about the value and necessity of their power solutions. Amanda explains that consumers' decision-making revolves around their readiness to invest in a solution that requires a commitment, akin to a small construction project involving installation complexities.

Marketing Strategies: Balancing Fear and Benefits

A significant portion of the discussion centers on how Generac balances leveraging the fear of power outages with highlighting the positive outcomes of having a generator:

"It's that fear of losing power that ultimately drives the purchase... how much do we want to play on that fear versus how much do we want to flip it and really talk about the benefit" (06:34).

Amanda emphasizes a nuanced approach, tailoring their messaging based on regional experiences and current consumer sentiments. For instance, in areas recently affected by storms, fear-driven messaging might be more effective, whereas in stable regions, focusing on the benefits and peace of mind becomes pivotal.

Leveraging Data and Weather Insights

Generac integrates meteorological data and trends to inform their marketing strategies. Amanda shares:

"We actually have a meteorologist on staff... We're constantly leveraging that data." (08:35)

This proactive approach allows Generac to anticipate demand spikes related to weather patterns and tailor their marketing efforts accordingly. Despite the complexities in predicting specific outage scenarios, Generac's investment in data analytics enhances their ability to serve consumers effectively.

B2C vs. B2B Marketing Strategies

Amanda outlines Generac's dual focus on Business-to-Consumer (B2C) and Business-to-Business (B2B) markets:

• B2C: Targeting homeowners, particularly in regions prone to power outages. Strategies include building relationships with builders in new construction projects and focusing on existing homeowners for upgrades.

• B2B: Catering to institutions like schools, hospitals, and data centers. Generac positions itself as a partner in managing energy needs, offering comprehensive solutions that ensure operational continuity.

"On the industrial side of the business, we really strive to be partners to businesses and helping them manage their energy needs." (11:07)

Amanda’s Career Journey and Marketing Philosophy

Amanda traces her career path from Consumer Packaged Goods (CPG) to her current role at Generac:

"I've had experience in those types of categories throughout my career... It's something that requires a level of education and nurturing to help sort of get there." (12:47)

Her background at Procter & Gamble (P&G) and Michelin equipped her with skills in growing discretionary product categories through education and brand building. This experience is instrumental in her role at Generac, where she applies similar strategies to a more complex, high-investment product category.

The Role of Marketing in Company Success

Discussing the impact of marketing on Generac's growth, Amanda notes:

"Generac really created some of these categories... trusted as a backup power solution when other solutions aren't working for you." (15:18)

Marketing has been pivotal in building and maintaining trust, expanding into broader energy solutions, and driving the company's impressive growth from $1 billion to over $4 billion in five years. Amanda attributes this success to both the relevance of Generac's solutions in a fluctuating power landscape and the strategic transformations within the marketing team.

Team Structure and Leadership Style

Amanda describes her marketing organization as a multifaceted team that extends beyond traditional marketing functions:

"We have a lot of the traditional functions, but we also have a large customer support team... and we own the pricing and value realization for the company." (16:48)

Her leadership style aligns with that of a midfielder in soccer, acting as the connective tissue between various team members and business units:

"I think marketing is uniquely positioned as the group that really touches the consumers and the customers to be a bridge in a lot of those conversations." (22:42)

Amanda emphasizes the importance of collaboration, internal communication, and ensuring that marketing efforts directly contribute to the company's top and bottom lines.

Amanda’s Educational Background and Business Perspective

Amanda holds an undergraduate degree from Purdue and an MBA from the University of Chicago. She identifies herself as a business person first and marketer second, leveraging a data-driven approach to align marketing strategies with business objectives.

"I'm kind of a business person first and then a marketer second." (18:48)

This perspective facilitates her ability to demonstrate marketing's direct impact on revenue and profitability, ensuring sustained support from the company's leadership.

Recommendations for Future Guests

Towards the end of the interview, Amanda recommends potential guests who excel in marketing for consumer-centric brands:

• Xena Arnold, CMO of Sephora: Recognized for her work in a culturally vibrant and youth-focused market.
• Debbie Beiswanger, SVP of Marketing at Dutch Bros: Leading a rapidly growing coffee brand with innovative marketing strategies.

"They're really playing in a different space and with a different set of consumers... I think that could be interesting." (24:20)

Conclusion

Amanda Teder's insights shed light on how Generac successfully navigates the power solutions market through a blend of strategic marketing, data-driven decision-making, and robust team leadership. Her approach underscores the critical role of marketing in educating consumers, building trust, and driving business growth, positioning Generac as a dominant force in the industry.

Notable Quotes

• "It is that fear of losing power that ultimately drives the purchase." — Amanda Teder (00:31)
• "We are definitely the category leader." — Amanda Teder (04:16)
• "We actually have a meteorologist on staff... We're constantly leveraging that data." — Amanda Teder (08:35)
• "I'm kind of a business person first and then a marketer second." — Amanda Teder (18:48)
• "I think marketing is uniquely positioned as the group that really touches the consumers and the customers to be a bridge in a lot of those conversations." — Amanda Teder (22:42)

Timecodes Reference

• 00:31
• 02:26
• 04:16
• 05:21
• 06:34
• 08:35
• 10:21
• 11:07
• 12:47
• 15:18
• 16:48
• 18:35
• 18:48
• 21:05
• 22:37
• 22:42
• 24:20

(Note: The above timecodes link to the respective points in the transcript.)