During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Blair Felter, Marketing Director at vXchnge. The interview focuses on her past experiences with programmatic advertising before shifting over to an in-house role with a technology company. Blair also breaks down how she’s built marketing functions at a few technology companies, blending content, advertising and other marketing tactics to drive demand.

Highlights

• Blair starts the conversation by providing insight into her past working experience which includes oil, gas, pharma and the fintech industries.
• She talks about her working experience and how she helped a mobile app company and fintech financial services company to start their marketing departments.
• She also talks about her responsibilities at vXchnge, which starts with establishing the brand and getting the other core components of marketing in place.
• Blair highlights what vXchnge does and who the company serves. vXchnge is a data center and co-location operating service provider.
• The company mostly focuses on an organization that has to process online transactions and needs their services for auditing purposes - this is the company’s ideal customer for the most part.
• vXchnge is a data center that is engineered for perfection and has an incredible SLA uptime rate.
• She mentions the fundamental difference between vXchnge and its competitors which have built locations in a variety of growth markets.
• She discusses how the company has evolved its marketing since she joined and she’s witnessed the focus shift more towards doing shorter blogs and videos instead of long-form blog posts. 
• She believes that a customer needs to know what you’re doing for them...plain and simple and this comes through education.
• In 2018 to 2019, their traffic grew 525% only by doing SEO building and just being smarter with the content.
• She explains the importance of Google reviews and how it helped vXchnge in establishing customer relationships and allowed people to find them based on their location.
• vXchnge has a nurture program that is purely based on educating customers - the focus is more about the content and moving them into sales when they’re ready.
• For generating long term content, vXchnge relies mostly on organic engagement with a target rollout of one blog post per week.

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.