Building a Startup’s Marketing Program from the Ground Up with Claudia Ring of rENIAC

The startup world isn’t for everyone, but Claudia Ring can’t help but be drawn to the “craziness” of them — even after working at IBM for several years. On this episode of Tech Qualified, Justin Brown interviews Claudia about her most recent startup adventure as the Head of Marketing at rENIAC, a data engine platform. rENIAC is a bit technical, to say the least, but Claudia succinctly defines the company’s mission, product and target audience before walking us through her experience building the startup’s marketing department from the ground up. “A lot of teams will just start to try to run demand-gen programs without that foundation beneath their feet,” Claudia says. But you need, at the very least, a tool to track your analytics and a well-established voice and Ideal Customer Profile (ICP). As if launching a startup’s marketing department isn’t enough, COVID-19 has really thrown a “monkey wrench” in things, Claudia says. But she’s rolled with it by planning a number of virtual events. Attendance has been surprisingly high, though she doesn’t expect the enthusiasm to last forever. When interest wanes, she’ll simply adapt — much like she does day-to-day at any startup she’s worked with.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.