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 businessBuilding software products (Optima, TrackGPS, UCMS) alongside client services since 2003 and why that dual model makes AROBS a sharper engineering partnerWhy choosing to work with regulated, high-barrier industries (aerospace, medical, finance) is a deliberate long-term bet, not just a market responseWhat changed internally, especially in marketing, after listing on the Bucharest Stock Exchange in 2021Integrating 13 acquisitions without fracturing culture or brandThe 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 usedTimestamps:00:00 – Intro00:56 – AROBS's origin and the search for a repeatable inflection point03:57 – Building software products alongside services since 200307:18 – Positioning for regulated, high-barrier industries10:43 – Differentiating against CEE competitors12:56 – Going public: the Bucharest Stock Exchange listing17:20 – Success factors behind international growth21:15 – Integrating 13 acquisitions without losing brand coherence24:17 – Why the origin story stopped being enough29:08 – Marketing's role in value creation, and where AI fits35:15 – Brand vs. demand gen across three business lines37:50 – Sustainability, growth, and Social Return on Investment🎧 Listen to the full conversation and subscribe for more on value-driven marketing.

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 dataWhat the beachhead strategy is and how it worked for themWhy founder brand matters as a B2B growth channelThe North Star metrics that show what's actually workingHow a founder's mental state shapes team and company directionValentin 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/Follow the show for more real conversations with founders and marketing leaders. 🎙️

In this episode of the Value-Driven Marketing Podcast, I sit down with Angela Troccoli, global marketing executive and author of the upcoming book Signals, to unpack one of the biggest challenges marketing leaders face today: loss of focus.Angela shares why many teams fall into the trap of constant activity without clear direction, and how that erodes credibility across the organization. From misalignment with leadership to disconnected sales and marketing narratives, this conversation explores what’s really holding marketing back.You’ll learn:Why “doing more” often leads to worse resultsHow to rebuild credibility with leadership and salesWhen and how to take a strategic pauseWhat a strong marketing foundation actually looks likeHow to balance customer value with business outcomesIf you’ve ever felt stuck in execution mode, overwhelmed by requests, or unsure how to connect marketing to real business impact, this episode is for you.

Pricing is more than the price tag: it’s the one tactic companies have at hand that can have a direct impact on the bottom line.And price signals to your customers how your brand is positioned, and how you value your product or service.In this episode of the Value-Driven Marketing Podcast, I’m speaking with Caroline Cookson, founder of Cookson Partners and pricing strategist, about how companies can approach pricing more strategically.During the conversation, they discuss:Signs that it may be time to review your pricingHow to think about customer value when setting pricesPractical approaches for testing and adjusting pricing in B2B contextsHow to communicate price increases clearly and transparentlyThe role marketing teams can play in shaping pricing strategy

Why do some products immediately make sense to customers, while others struggle to land?Often, the problem isn’t the product, but the story customers already live in.In this episode of the Value-Driven Marketing Podcast, I speak with Aurelia from Innate Motion about how market research helps businesses uncover the deeper drivers behind decisions: hidden fears, motivations, identity, and the internal dynamics shaping B2B choices.When companies understand these insights, they can frame their products and services in a way that truly resonates in their audience’s mind.We also discuss:• Why market research is really empathy at work• The difference between data and meaningful insight• How to start doing research without big budgets• The most common mistakes businesses make when trying to understand customers• How AI is changing research, and where human insight still mattersIf you’ve ever wondered why a great product doesn’t always connect with the market, this episode will change how you think about customer insight.

Expanding into the US can open the door to endless opportunities, but success requires the right mix of research, patience, and cultural understanding.In this episode of the Value-driven Marketing Podcast, host Elena Iordache-Stoica talks with Ted Kohnen, CEO and Co-founder of Park & Battery, a globally awarded B2B marketing agency helping brands turn intelligence into impact.Ted shares insights from decades of experience working with global brands like Meta, Universal Music, and Thermo Fisher Scientific, revealing what truly drives growth in the US market.What you’ll learn in this episode:How communication and decision-making differ across US regionsWhy patience and trust are essential when working with US companiesHow to research effectively before entering the marketThe role of compliance, risk mitigation, and cultural nuanceChannels and messaging strategies that resonate with American audiencesWhether you’re expanding your footprint or just exploring opportunities in the States, this episode is filled with practical guidance and real-world examples.

Elena sits down with Rodger Jones and Bryan Forbes from Bader Rutter, North America's #1 B2B agency, to unpack what it really takes to succeed in the United States.Discover why direct, action-oriented communication is the norm, how silence in business conversations can be a double-edged sword, and why you need to think of the US as 50 different countries, not one monolithic market.You'll learn about the key success factors for US market entry: fully committing to your brand story, adapting your positioning for American audiences, testing before scaling, and focusing on outcome-based communications that answer "what's in it for me?"From SAP's strategic partnerships to Tesco's billion-dollar misstep, Rodger and Bryan share real-world examples of what works and what doesn't. They also provide practical advice on research sources, regional nuances, localization strategies, and why having a US presence builds credibility that opens doors.Whether you're in tech, services, or B2B, this conversation offers actionable insights on cultural differences, decision-making styles, business etiquette, and the marketing assets you need to succeed.

The UK is a unique market in many respects: it is attractive in its own right, has a tradition of international trade, and can serve as a springboard to other markets.But it’s also very competitive. To understand the inner workings of this market, how decisions in B2B are made, and how to navigate the specific British communication style and sometimes the humor, I’ve had the pleasure of speaking with Richard Parsons, Managing Director at True, BBN London.With over 30 years of experience across blue-chip and startup brands, Richard shares what it really takes for international companies — including Romanian tech firms — to win in the UK market.Discover:The nuances of British communication and business etiquetteWhy context and politeness matter in meetingsHow decisions are made (and who really makes them)The importance of brand familiarity and trustHow to enter a mature market strategicallyWhy “just do it” is Richard’s advice for those ready to expand🔗 Connect with Richard: trueagency.com

The United States is one of the most dynamic, diverse, and opportunity-rich markets in the world, but also one of the most complex to navigate.In this episode of the Value-driven Marketing Podcast, Elena talks with Chris Eifert, Managing Director, US, at Luxid Group, a global B2B marketing agency that helps brands connect creativity, data, and technology to drive growth.With over three decades of marketing and leadership experience, Chris shares practical insights on culture, communication, and the real investment required to build trust and win clients in America.What you’ll learn in this episode:How Americans communicate and make business decisions.Why local presence and distribution matter for credibility.The role of emotional connection and storytelling in B2B marketing.Practical advice on adapting your messaging and positioning for the US.If you would like to connect with Chris, you can find him on LinkedIn.Discover these articles Chris wrote on market expansion:Balancing messaging consistency and local relevanceCreative that can go the distanceTeam structures that work well for global marketing

Looking at expanding into Norway? Wondering how to build trust and succeed in one of Europe’s most digital-savvy markets?In this episode of the Value-driven Marketing Podcast, Elena Iordache-Stoica speaks with Andreas Thue, Founder and Creative Director of Iteo, Norway’s top B2B marketing agency. With 25 years of experience and clients like IBM, Dell, Salesforce, and Emirates, Andreas explains how to navigate Norwegian business culture and earn credibility.What you’ll learn in this episode:Why Norwegian culture values consensus, openness, and directness.How compliance, sustainability, and GDPR shape decision-making.The role of local presence, references, and trust in winning deals.What deal-breakers to avoid (hint: aggressive sales won’t work here).Why quality and reliability trump “cheap” market entry strategies.We also discuss how companies like Tesla built strong local presence and became trusted brands in Norway.If your company is considering market expansion into Norway, this conversation will help you get started on the right foot.