During this episode of Tech Qualified, Justin Brown chats with Nick Waterhouse, Senior Marketing Manager at Evaluator Group. This interview takes a deep dive into his past work experience as an entrepreneur - when he built and sold a company that made headphones. After exiting his headphone company, Nick took on a role as Senior Marketing Manager at Evaluator Group. Evaluator Group is an IT analyst consulting firm based in Boulder, Colorado.

Highlights

• Nick starts the interview by providing some insight into his entrepreneurial efforts when he started and then ultimately sold a headphone company that specialized in ergonomic, memory foam earbuds. 
• When starting the headphone company in China, Nick was introduced into a wide range of digital marketing disciplines and realized how much he enjoys spending his time there.
• After a period of success, Nick describes how he sold his headphone company and decided to dive into the marketing field head-on by working for an IT analyst firm.
• Nick explains the fundamental similarities and differences between B2B and B2C companies.
• Nick describes how a consumer can easily see a set of headphones and understand its cost structure, whereas the same is not the case with working for a consulting firm.
• Nick takes some time to provide a description of Evaluator Group’s ideal customer profile, which really includes two major types of customers - vendors and end-users.
• For vendors, the company mostly relies upon relationships with major players such as IBM, VMWare, etc. 
• From an end-user perspective, Evaluator Group’s ideal customer is anybody who’s looking for a new solution in the data storage industry, or a person who's having a problem with the way they're currently managing their data.
• Nick discusses the challenges with marketing the company’s services because, in this day and age, there are so many types of roles who manage a company’s data - IT Specialists, Cloud Specialist and a range of other titles.

• Webinars are one of the successful approaches to attract potential customers - and the company really tries to keep them unscripted and “personal.”
• Product reviews of data storage products attracts prospects and also serves as a great tool for marketing.
• The company is completely unbiased and does not have any pay-to-play relationships with vendors. All information available on their website is researched by analysts.
• Nick’

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.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.