00:00:00 · David Cardiel, Andres Figuera
[00:00:00] S0: And I wish it was a much more maybe attractive channel or something that's new and innovative, but, no, face to face events is what's working. We're not just standing there in a booth scanning badges. It's the dinners that we host, the happy hours that we host. [00:00:15] S1: Hey, everybody, and welcome back to another episode of the Marketers of Technology. My name is Andres Figuera, and this show is brought to you by Front Lines Studios, Silicon Valley's leading podcast production studio. If you're looking to launch your own show, we offer a full podcast as a service experience. You just show up and host, and we handle everything else. And with that said, let's dive into today's episode. Because today, I'm here speaking with David Cardiel, the chief marketing officer at NetVendor, and also the founding and managing partner at ArcWright. So, David, how's it going, man? A pleasure to have you on the show today with us. [00:00:50] S0: Andres, it's fantastic to be here. Big fan of the show. Yeah. Just excited to get into the topics today. [00:00:56] S1: Yeah. I know. We're super happy that you hopped on here with us to tell your story. So just so that we can hit the ground running, man, would you be able to tell us a bit more about your background, how you came to become CMO at NetVendor, and then also how and why you founded ArcWright?
00:00:56 · Andres Figuera, David Cardiel
[00:00:56] S1: Yeah. I know. We're super happy that you hopped on here with us to tell your story. So just so that we can hit the ground running, man, would you be able to tell us a bit more about your background, how you came to become CMO at NetVendor, and then also how and why you founded ArcWright? [00:01:09] S0: Absolutely. No. I'm a B2B SaaS marketer, marketing executive. Been in this game for roughly twenty plus years here. I've walked into companies where sales carry the pipeline, and I've... In most cases, I've left where marketing is left as a measurable revenue engine. Take companies like TrendKite, Parse.ly, we're two of those that I'm very proud to say were very successful, walk in, build out the go to market organizations, embrace technology, embrace pipeline, embrace everything that needs to be done and take them out to successful exits. With TrendKite, it was the Cision acquisition, and with Parse.ly, was the WordPress VIP acquisition. Today, I run fractional CMO engagements. Right now, I'm building really the first scalable marketing engine at NetVendor, which is a five arrows portfolio company and really having a lot of fun with that. I did found ArcWright a couple of years ago when I found myself in the fractional marketing space. And right now, yes, I enjoy just going into marketing organizations and helping them to to achieve that success in today's environment. [00:02:06] S1: Awesome. And then could you tell us a bit further what NetVendor does exactly and how you guys work?
00:02:06 · Andres Figuera, David Cardiel
[00:02:06] S1: Awesome. And then could you tell us a bit further what NetVendor does exactly and how you guys work? [00:02:12] S0: Sure. Well, NetVendor is... It's in the property technology space. So if you think about prop tech and you think about vendor management and you think about both the commercial and residential real estate market, technology sort of brings everything together. Right? And so it's a vast market. When you think about real estate, it's not going anywhere. We think about the property management's not going anywhere. Right? So the technology that brings all the parties together that need to be involved in order to to have successful ownership of property. [00:02:38] S1: And then in terms of ownership of property, is this like intellectual property for a certain industry, or is it anybody who needs to have ownership of property? [00:02:48] S0: Can be. Can be a bit of both. You think about a a piece of property, it needs maintenance. Right? It needs to be built. It needs to be managed. It needs plumbing, electricity, payment, all things in between here. So there's a a world of technology out there, believe it or not, that actually... That manages all of that. [00:03:03] S1: Hey. And then for marketing for NetVendor, how does that work? Like, how are you able to generate demand for this product that I feel is a... Is very specific. So do you feel there's... The the market already understands what you guys offer and that it's really needed, or do you need to educate potential customers so that they go ahead and understand that NetVendor is a possibility?
00:03:03 · Andres Figuera, David Cardiel
[00:03:03] S1: Hey. And then for marketing for NetVendor, how does that work? Like, how are you able to generate demand for this product that I feel is a... Is very specific. So do you feel there's... The the market already understands what you guys offer and that it's really needed, or do you need to educate potential customers so that they go ahead and understand that NetVendor is a possibility? [00:03:23] S0: NetVendor is one of the leaders in the space that I've come to uncover that in my time here, definitely well known within it. But the education never stops, right? Just like with any product, even if you are standing at the forefront of your industry category, if you have some brand, you know, strong brand presence in your space, the education never stops. So we've been on that that mission to further educate the market. Really, it's our founding principle of vendor management that's built on compliance, right? And it's all the things in between there. And the compliance piece of it is a huge point with anyone that's dealing with this. And you asked there about some of the things coming in there tactically with it. I walked into there and there was just a few things being done there, very strong outbound engine, but they really needed to get the inbound work going. And this was across multiple channels, everything from person to person field and events to our AEO SEO strategy to content generation, the paid webinars, you name it. Just needed to kind of stand it up, get going, and a bit of a whip... Website refresh, which we just launched here recently.
00:03:23 · David Cardiel, Andres Figuera
[00:03:23] S0: NetVendor is one of the leaders in the space that I've come to uncover that in my time here, definitely well known within it. But the education never stops, right? Just like with any product, even if you are standing at the forefront of your industry category, if you have some brand, you know, strong brand presence in your space, the education never stops. So we've been on that that mission to further educate the market. Really, it's our founding principle of vendor management that's built on compliance, right? And it's all the things in between there. And the compliance piece of it is a huge point with anyone that's dealing with this. And you asked there about some of the things coming in there tactically with it. I walked into there and there was just a few things being done there, very strong outbound engine, but they really needed to get the inbound work going. And this was across multiple channels, everything from person to person field and events to our AEO SEO strategy to content generation, the paid webinars, you name it. Just needed to kind of stand it up, get going, and a bit of a whip... Website refresh, which we just launched here recently. [00:04:22] S1: Okay. And in terms of all those strategies that you just mentioned, could you tell us a bit more... A bit further about some of those specifically? For example, like, how is it... How it's going with events and how you're able to generate demand via that? Like, is it just old school networking or do you have any other ways you're doing it?
00:04:36 · David Cardiel
[00:04:36] S0: Man, you're talking exactly where the the sweet spot is for us right now. And I wish it was a a much more maybe attractive channel or something that's new and innovative, but no. Face to face events is what's working. This market, folks love the ICP, they attend events, they're very large property technology events that we attend, that we sponsor at. And it's been the response, you know, part of the responsibility is coming in and creating the experience around an event, right? And so we're not just standing there in a booth scanning badges, it's the dinners that we host, the happy hours that we host, you know, connecting our experts on-site with our key accounts and so forth, customers, prospects alike. That's what's converting for us right now. Right now, that's up there as one of our top converting channels to opportunities in closed business right now. But coming in and identifying that, solidifying our message, solidifying our presence and experience, and then just getting the go to market motion, That's just something I should come in and do. Just go in and do the the prospecting ahead of the events, the exposure for us at the event, do the work at the event, and then all the post event work. Sounds simple. Folks have been doing it for years, but that was just one of the things I was brought in to come in and help get going. On the heels of that, it's overlaying other elements there, the digital aspects of things, paid efforts, really account based marketing type efforts there to keep the conversations going. I mentioned before here, content generation and such. So layering that in with the overall event strategy, which is, again, our top driver right now, has been important.