During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with  Mae Cichelli, Senior Marketing Manager at Bluedot. This interview focuses on Mae’s past work experience and how she transitioned between B2C and B2B in the retail and sports industries. Mae talks about how the company transitioned into ABM and what was involved when the team decided to get more focused with targeting.

Highlights

• Mae starts the conversation by sharing her past work experience with both B2C and B2B technology companies.
• She talks about her experience in the sports industry where she sold software to sports teams.
• After selling software to sports teams, Mae worked as a Marketing Director for the University of San Francisco and helped them with selling tickets online, implementing mobile ticketing, building an app, launching an app...and really just taking care of season tickets holders.
• Mae talks about Bluedot’s ideal customers, which include tolling companies and enterprise companies who can take advantage of a customer’s location (mobile ordering with retail or restaurants, etc.).
• Instead of getting cash out, Bluedot helps their customers “unlock the power of place” and use location data to enhance experiences for their customers.
• She talks about how working with enterprise clients requires a lot of specific needs, which drove Bluedot into more of an ABM strategy. 
• Mae talks about some of the challenges with website traffic that’s not targeted - this led to leads that weren’t really qualified and contributed to a lot of “noise” with their marketing.
• After analyzing the leads and realizing that a lot of traffic was noise, the team decided to analyze the types of traffic that they wanted - and really honed in on their SEO strategy.
• The company makes strong use of introductions made by investors and this process has really helped get their organization to the next level.
• Bluedot is very thoughtful about content and strives to be just very deeply embedded in the industry. 
• She loves launching different kinds of campaigns, with different types of content formats, to strike up engagement with prospects.
• Bluedot strives to have a fair mix of new top of funnel content, which is educational.
• She explains that once a prospect has downloaded their demo app, they send them an unexpectedly delightful message - this helps to delight a prospect right away.

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.