Knowing when to play it cool and let the customer come to you can work better than a hard sell.

As VP of Marketing at Narrative Science, Cassidy Shield has learned that the most effective approach for drawing customers to the company’s product is by showcasing its abilities and the brand’s values. 

What exactly does Narrative Science do? The brand calls itself a “data storytelling company” — its software Lexio transforms analytics data into plain language stories that people can easily understand and use without a degree in data science.

Cassidy says it takes a special type of customer to understand the product’s value. “They're not afraid to make a decision that's against the norm,” he says. “We're looking for early adopters of technology.”

On this episode of Tech Qualified, Cassidy explains how he’s restructured and reinvigorated Narrative Science’s marketing team since joining 18 months ago, and why a subtle marketing approach works for the brand.

“It's been largely that strategy of building content we feel is valuable and providing experiences, and putting our people first so we’re seen as humans, which is critical to establishing that trust and relationship. People then get comfortable taking the next step, which is, ‘How can you help me?’”

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.