Tech in Boston Podcast - Mike Troiano, Chief Marketing Officer, Actifio

Tuesday Jun 24, 2014 by Dave Gerhardt - Founder, Tech in Boston

"Don’t confuse the story you want to tell about your company with the story that the world will actually understand.” -Mike Troiano, Chief Marketing Officer, Actifio

Mike Troiano is Chief Marketing Officer at Actifio, a copy data virtualization company based in Waltham.  

To put it in non-tech speak: they help big businesses dramatically reduce the number of copies of data they need to store which saves them a ton of time and money.  Think about how often you update, save, re-name or delete files on your own computer, and you’ll start to get a sense of how big of a challenge this can be for huge companies.

With more than 300 customers, including Sanofi, Unilever, HBO, and Netflix, Actifio recently raised $100 million at a $1.1 billion valuation, making it one of only two companies in the Boston area with a billion-dollar valuation (Wayfair being the other).

A graduate of Cornell and Harvard Business School, Mike spent the majority of his career working at agencies before going in-house to join Actifio in May 2012.

Mike’s one of the best there is when it comes to marketing and branding, and has worked with many local companies including Zipcar, Adelphic Mobile, VSnap, BostInno, Gemvara, Linkable Networks and more.  He’s also a mentor at TechStars, on the board at the New England Venture Capital Association and an advisor to several Boston startups.  

In this episode, Mike talks about:

  • Leaving the agency world to join the team at Actifio
  • Marketing a very technical product
  • The hard lesson he learned owning his first agency
  • How one of his early companies had a role in the NBC show Deal Or No Deal
  • The best piece of advice he’s received in his career
  • What most startups get wrong with marketing
  • The best way for a company to tell their story
  • Twitter’s role and importance in personal branding
  • His list of the early-stage companies to keep an eye on right now in Boston




Dave Gerhardt is the Founder of the Tech in Boston podcast and he is also the Head of Accounts at Privy.  You can follow Dave (@davegerhardt) on Twitter by clicking here

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