During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Kristen Moore, Chief Marketing Officer at InVia Robotics. The interview focuses on 

past work experience and how she’s applied a lot of lessons learned to her current role with a “robotics-as-a-service” startup. She also takes a deeper dive into her marketing strategy and how she’s focused on collaborating with the sales team.

Highlights

• Kristen started her professional career in telecom, working for companies like Lucent Technologies and AT&T, before transitioning to other tech companies.
• Later on, she moved to digital media and other internet-related companies and software as service e-commerce companies.
• She mentions that throughout her career, she has always been interested in new technology and figuring out how to bring that to market.
• She discusses her roles as a contributor, in areas such as advertising, business development and even PR, which helped her figure out the right combination of marketing and how to make marketing more powerful overall.
• Searching for creativity in her role and new technologies brought her to InVia Robotics.
• InVia Robotics provides a mobile automation solution to e-commerce companies and helps them become more efficient.
• InVia also helps e-commerce companies to fulfill their orders.
• Kristen discusses the antiquated processes (at the warehouse) that are often in place for many e-commerce companies.
• Figuring out how to implement a technical and complicated solution and determining how to select the right solution is the main challenge InVia has dealt with along the way.
• Kristen mentioned that e-commerce has become very popular and the whole shopping process is frictionless, but a buyer doesn’t have knowledge that it creates a lot of pressure on the vendors. 
• The ideal customer for InVia is any customer that’s selling products online, but not on Amazon, and needs help to be more efficient so that buyers get the right product to the right people quickly.
• She talks about how a common theme in her career is tackling technologies that are new and that often don’t have a precedent in place within the market.
• The customer’s journey of an organization is quite different from other technologies - a lot of the journey involves helping people understand automation and the importance of the new world.

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.