Digital transformation specialist Anexinet has hired Joti Balani as its new vice president of marketing.
The Blue Bell, Pa.-based company, No. 209 on the CRN Solution Provider 500, announced the hire this week as part of a concerted push to put more resources behind its marketing team, which the company hopes will fuel expansion into new vertical industries and geographies.
Balani (pictured) will lead Anexinet's efforts in marketing; her experience has included roles in marketing, product development, and software engineering. She was most recently head of product for telecom service provider Cross River Fiber and, before that, spent three years as VP of marketing at telecom provider Lumos Networks.
"It's really a well-balanced view," Anexinet CEO Brad Hokamp told CRN. "She has walked in our customers' shoes, so to speak, and understands them. We're dealing with the business side of our clients as well as the IT side. She (knows) those different roles."
Anexinet will look to strengthen capabilities around its cloud infrastructure and digital analytics solutions, Hokamp said, while also attempting to grow its foothold outside the mid-Atlantic region. The provider also wants to expand its presence in specific vertical industries such as the insurance; pharmaceutical and health sciences; and the financial markets.
Balani, who was not available for comment, will help drive that growth by building "aggressive" campaigns around Anexinet solutions that have been tailored for those verticals.
"It's very exciting," Hokamp said. "The main message here is Anexinet is going to be investing more in aggressive marketing to expand into more verticals as we broaden our solution set."
With Balani's arrival, the company plans to expand its marketing staff but declined to say how many positions it was looking to fill. Anexinet will also rely on third-party agencies to produce content and other materials that support its marketing motor.
A digital-forward approach, Hokamp emphasized, will remain a core element of the solution provider's strategy under Balani because of the digital marketing platform-building Anexinet already does around its consulting business. That work also includes providing customer-centric analytics.
Anexient's team will incorporate several different methods of engagement during its marketing campaigns, from social media to content marketing on Anexinet's website and events-based marketing, as well. Hokamp said effective digital marketing is a priority for his company.
"That is where the market is today. That buyer's journey is all about digital engagement," Hokamp said. "You have to be at the forefront of digital engagement. The more traditional marketing strategies – event-based marketing – there's still some value there. But the market's moving much faster than that. So you have to have true digital engagement with your clients, understand where they are in the buyer's journey."