When Taylor Vossler joined technology consulting firm C3 Technology Advisors to lead marketing efforts, she wanted to pull a list of clients that had just experienced an outage with one provider and suggest that they reevaluate and create a backup plan. 

Good marketing, right? 

It would have been, but the company didn’t have the tools in place to segment a list that way. Fast forward a few months — Taylor convinced the company to implement Salesforce to better align sales and marketing. Next, she added Hubspot to improve marketing automation.

Her timing was serendipitous for a company that has relied heavily on physical events for demand generation. With face-to-face off the table for now and their largest event postponed due to the COVID-19 pandemic, Taylor has helped the team pivot to more of an inbound strategy. 

In this episode of Tech Qualified, Justin Brown talks with Taylor about how she’s expanding the 12-year-old firm’s marketing efforts, the challenges of positioning the firm as a trusted advisor since its service offering has changed over time, as well as how she’s able to align sales and marketing efforts.

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.