During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Rob Yoegel, the Senior Director of Marketing and Angel Guarisma, the Director of Content at Linode. Rob and Angel break down their past work experience in marketing and how they shifted into their roles at Linode. This interview focuses on how a marketing team can employ technical content, in a written format, to generate demand and fuel an overall marketing strategy.

Highlights

• Rob starts the interview by sharing some of his marketing experience and mentions how he was a journalist by trade.
• Rob mentions that with his journalism degree, he had a dream to one day become the Sports Editor of the Philadelphia Inquirer. And even though he got a position at the Inquirer, he quickly learned that a career in journalism wasn’t the future.
• Angel starts the conversation by providing some insight into his past work experience which includes various roles; as an engineer, teacher, and a developer.
• Angel and Rob provide some background on Linode - it’s a cloud computing provider that gives someone everything they need to start and run a business on the web.
• Linode has almost two decades of experience and evolved with the industry over the last twenty years.
• During the interview, the guests discussed Linode’s ideal customer profile - consisting mostly of developers and then enterprises who are using cloud technology.
• Rob talks about marketing at Linode and mentions how the company has relied heavily on word of mouth marketing and traditional trade shows to drive revenue.
• One of the ways the company has grown is through its highly technical writing and a dedicated effort to high quality content on the blog.
• Right now, the company employs a large marketing team with nearly 20 employees - but most importantly, almost half of the members are on the technical writing team.
• The company has grown to attract SMB and Enterprise customers and the technical content has been a major driving force for garnering interest in these areas.
• Angel mentions how Linode is the largest independent cloud provider in the world and because of that strength, the company must have a focus on thought leadership.
• Rob mentioned how Linode is building out a Rev-Ops team, which includes sales leaders, sales directors, to drive the customer base with larger spends.
• Linode believes in the Paid, Earned, and Owned model and does a l

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

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