David Buffaloe recently joined Vertical IQ as chief marketing officer (CMO). David brings more than 25 years of proven experience leading high performing marketing teams in the technology space to Vertical IQ. You can read more about David’s background in this press release.

In his new CMO role, David will be responsible for overall marketing strategy and execution and will work closely with the other members of the Vertical IQ executive team to drive continued growth within current and new vertical markets.

This week, we sat down with David to talk about his new role at Vertical IQ and his vision for the future.

Q: Tell us about your background in marketing.

I studied business administration and marketing at North Carolina State University, so I’ve pretty much been doing some type of marketing my entire career. I like to consider myself a builder of companies through integrated marketing. Most of my experience has been with early stage technology companies here in the Raleigh, North Carolina area. I’ve held positions in almost all areas of marketing and leadership.

Q: What do you love most about marketing?

Marketing has changed dramatically over the past 10 years. You can’t just go buy lists of prospects and expect to send them a bunch of emails and turn them into customers. That doesn’t work anymore. Today, customers are in control. 

Many people believe that prospects are nearly 70 percent of the way through their research for a solution before they ever speak to someone. That means marketing is more critical than ever, and you have to continuously try new strategies to get attention. You must create valuable content. Maybe you have to give something away for free to drive a conversion. 

Plus, every prospect consumes information differently, so you can’t just focus on one type. Some prefer to watch a video or listen to a podcast while others want to read an eBook, or some still want a technical whitepaper. You have to make decisions based on data. You have to add value to every touch and that’s exactly what we plan to do at Vertical IQ.

Q: What do you think sets Vertical IQ apart from other web-based services companies?

Vertical IQ is focused on customer value. We want to make sure every customer understands how using industry intelligence can help them become a value-added advisor to their customers. We make it easy for customers to consume the critical information so they can earn a seat at the table, get ahead of their competition and ultimately win more.

Q: What is the most exciting part about joining Vertical IQ?

There are a lot of things that excite me about Vertical IQ, but the four that really drove me to join (in no particular order) include:

• People—It’s a great team, and many of them I’ve worked with in the past, so I’m very excited as we “get the band back together.”
• Opportunity—VIQ has already seen amazing growth over the past few years, and I’m excited to boost that even more through marketing strategy and execution.
• Culture—It’s clear that Vertical IQ puts its employees first. Everyone is passionate about delivering the best products and support to help our customers be successful.
• Customer focus—Many companies say they are customer-focused, but Vertical IQ truly lives it. We have an awesome base of customers, and I’m excited to get to know them and continue to expand that list in new areas.

Q: Looking ahead, what are your goals for Vertical IQ in the next 5 years?

My goal is to ensure Vertical IQ is the “go-to” solution for every professional that sells or markets to multiple industry verticals. We have a current concentration on specific verticals including banking, accounting, etc. I believe there is a need for quality industry intelligence for anyone that advises small to mid-sized businesses [SMBs]. 

Q: What is your favorite motivational quote?

I love inspirational quotes. I recently did an exercise with my former team where everyone provided a quote and I framed them so they could put it on their desk. I wanted them to see it every day. Just a little something to boost their confidence each day. Mine is a bit cheesy, but something I truly believe. It is partially what led me to take the opportunity with Vertical IQ: “Some believe in destiny, some believe in fate. I believe that happiness is something we create.” —Sugarland

Q: What type of music do you enjoy?

I really like almost all kinds of music. Some of my favorites include Dave Matthews Band, Mumford & Sons, Live, Avett Brothers, and of course from my high school days, Rush. Currently I’ve been listening to some new music from Molly Tuttle. You should check her out!

Q: What do you like to do in your free time? 

I spend a lot of my free time watching my kids play soccer, which I love. I also enjoy traveling, spending time with family, and playing tennis. I’m a big fan of craft beer and bourbon, just in case you run into me at an upcoming event! 

Be on the lookout for future blog posts by David Buffaloe about how Vertical IQ can be useful for marketing to your SMB clients.