On the road, Jessica White, Vigor

Join Rick Currier as he welcomes Jess White founder of Vigor. Listen in as she shares her journey from corporate roles to agency founder, highlighting partner marketing challenges, best practices, and success stories. Don’t miss this engaging discussion that emphasizes the importance of customized strategies and understanding partners’ unique value propositions.  

Navigating partner marketing: insights from Jess White of Vigor

In the latest episode of the “On the Road” podcast, host Rick Currier sits down with Jess White, the dynamic founder of Vigor, a boutique agency specializing in tech and cybersecurity marketing. The conversation covers a range of topics from the unique challenges of partner marketing to the evolving landscape of remote work.

A journey from corporate to boutique

Jess White’s journey to founding Vigor is a fascinating tale of transformation from the structured environment of large corporations to the agile and innovative world of boutique agencies. Reflecting on her early career, Jess shared how she started in a Marketing Leadership Development Program at EMC, gaining exposure to multiple facets of marketing. “I got really fortunate in that I got into a program called the Marketing Leadership Development Program at EMC,” Jess explained, highlighting the program’s role in shaping her comprehensive understanding of marketing​​.

Her transition from the corporate world to founding Vigor was driven by a desire for greater flexibility and impact. “After about nine years, I decided that I was looking for something different. So I went to a startup, loved it, and we got acquired by another very big company,” Jess recounted. This experience underscored the value of agility and innovation, which she has embedded into Vigor’s DNA​​.

“I loved working in smaller organizations where I felt like I had my hands more in different aspects of the business right even beyond marketing”– Jessica White

Building a remote yet cohesive team

One of the significant challenges Jess addresses is fostering a cohesive team culture in a remote work environment. At Vigor, they embrace flexibility, working from various locations, whether it’s a client’s office, a local Starbucks, or their homes. “Our team, we are based physically together. So I’m in my office, and they’re in their office, they’re in their kitchen, they’re in their dining room,” Jess described, emphasizing the importance of intentional connection​​.

Despite the challenges of remote work, Jess sees it as an opportunity for purposeful engagement. “It just forces you to schedule and make time purposefully to connect,” she said. This includes casual catch-ups and dedicated time to discuss life outside of work, fostering a strong, connected team culture​​.

The power of partner marketing

Vigor’s niche lies in helping tech and cybersecurity companies grow through strategic partnerships. Jess elaborated on the value her agency brings, whether acting as an extension of a company’s marketing team or providing specialized partner marketing expertise. “Sometimes we’re helping partner marketers, and sometimes there are no partner marketers at the companies that we’re helping,” Jess noted. This adaptability allows Vigor to tailor their approach to meet each client’s unique needs​​.

The agency’s ability to address resource limitations and skill gaps is crucial for their clients. “They’re limited on resources, they’re limited on the skill set, they have way too much stuff on their plate,” Jess explained. By leveraging their ecosystem and partnerships, Vigor helps clients achieve better, faster, and smarter growth​​.

Words of wisdom

As the conversation drew to a close, Rick asked Jess for her advice to those navigating their careers. Jess’s response was simple yet profound: “Keep on truckin’. Keep your head up.” In times of change and uncertainty, Jess advocates for perseverance and staying true to one’s path. “It’s just about kind of like riding through the storm and keep on driving towards what you know to be true,” she advised​​.

“You’ve got to be able to be flexible. And what happens when it becomes overcomplicated is because you’re not being flexible” – Jessica White

Conclusion

Jess White’s insights offer a compelling glimpse into the world of partner marketing and the entrepreneurial spirit driving Vigor. Her journey from corporate marketing to leading a successful boutique agency underscores the importance of flexibility, innovation, and human connection in today’s dynamic business environment. As Jess continues to grow her team and help clients navigate the complexities of tech and cybersecurity marketing, her story serves as an inspiration for marketers and entrepreneurs alike.

Jessica White is the Principal at Vigor

About Just Global:

Vigor is an agency of relationship minded marketing specialists. They scale growth for tech companies, whether you’re a start-up, scale-up, or established player. They’ve managed partners – and they’ve been partners – at some of the best tech and cybersecurity companies in the industry and they are skilled at partner profiling, recruitment, partner program development, enablement, and demand generation. Vigor taps the power of partner ecosystems to scale your business and fuel sustained growth.