Serving Customers for the Long Run with Phil Rimmler of DUST Identity

Phil Rimmler’s entire job revolves around marketing crushed diamonds. 

“We help companies attach a digital record to a physical object, similar to inventory management, anti theft detection, things like that. And we do that by crushing up diamonds, literal diamonds, and mixing them with a UV epoxy,” he says.

That UV epoxy, when applied to objects such as fine art, creates a one-of-a-kind tag for the object, and finding customers for this niched product is Phil’s job as Marketing Manager at DUST Identity. 

On this episode of Tech Qualified, Phil discusses what it’s like working for a fairly new company selling a product that’s only appealing to particular high-end or high-profile clients such as the military. Phil explains how much of his day-to-day work is detailed ethnographic, user and competitor research to keep DUST both appealing and relevant — particularly during a global pandemic that causes customer needs to change constantly. 

“What our efforts are mainly focused on is creating that collateral so that during that customer journey when an organization knows that they want to solve this issue, how can we best position ourselves to seem like the likely and logical and economical answer?” he says.

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.