Blog: The Uniden Life

CTO Brian Carrazana Shares How We Bridge the Gap Between SMBs and Hosting

Eddie Vargas
By: Eddie Vargas
February 06, 2020

Hello Readers,

While having a great idea is the first step towards running a successful business, having funds to keep it afloat is just as important. Unless you’re lucky enough to already know what you’re doing, where are you supposed to even start?

It’s more than just a google search of "web hosting" or buying hosting from your domain name provider.

Typically, you’ll find the answer by talking to a few sales reps from a web hosting company. But, depending on your experience on the subject and your requirements, you may not get the type of hosting suitable for your business. Some owners even take on advisors, but the immediate need for a capital injection, the amount of money needed and other countless variables, are those the best options?

They might be, but UnidenHosting is making sense of it all for business owners by sorting suitable web hosting solutions of all colors, including a variety of feautre options.

Carrazana explained how UnidenHosting’s products and services helps small businesses get into the right options, how data plays a role in the process, and how technology could open up new opportunities for the company to help customers with all of their business needs.

Brian Carrazana

Brian Carrazana

CTO - Chief Technology Officer

Carrazana has been with UnidenHosting since October 2019 but knew about the company’s goals and mission long before joining the team.

Carrazana makes all executive decisions with regards to the technological interests here. He is responsible for outlining UnidenHosting's technological vision, implementing technology strategies, and ensuring that the technological resources are aligned with UnidenHosting's business needs.

BEYOND WORK: Carrazana enjoys spending time with his family, hiking, running, eating, traveling and reading a nice book by a closed fire. He's also a huge sports fan!

Let’s say a small business owner is using UnidenHosting for the first time. From a tech perspective, what’s going on behind the scenes when they start their journey?

So, the first thing our technology really has to do is spend time understanding how you got to us and what prompted you to visit our site. And when I say get to know them, the technology we’re using is a combination of understanding the content they’re consuming, understanding the source they came from, and then sometimes understanding data that they’re providing by filling out something or reaching a Sales agent on our site.

The way we help that small business owner is presenting them with different types of products depending on all those variables. Once we get enough information for them to start down what would be a typical path, which is a order process, we may even call them before they’ve even finished the entire process depending on what their requirements are and depending on their urgency. Our technology takes the information they’ve given us and routes it to a server available to segment the products and services they're best suited for. And that’s where our Customer Account team then uses the technology to understand how to interact with them.

How are you able to sort through the people who come and are looking for different types of hosting products?

All our content is suited for various different types of hosting needs. Whether it’s web hosting, cloud, virtual servers, dedicated servers, and then we have behind-the-scenes services, which could be things like “startup, early-stage.” We take a combination of getting our visitors to contact us directly. We monitor our live chat and visitor visit sessions in order to help the understanding of how long users have been on the site and we use that to understand what ways to service them. At any given point on our site, we have 10 different tests running to test different calls to action, as well as different looks and feels going through a site.

When UnidenHosting makes contact with a potential customer, what are you trying to accomplish? How do you make sure they’re getting the services they need?

Our goal is to truly understand the psyche of the small business owner as they enter our site, to understand the types of products and services that are best for them. Not all of our products and services are equal. We don't think about the bottom-line here.

You can take the example of a multi-cluster application or database server requirement that you potentially need to grow your business. That can come in a number of different ways and some of that depends on what they actually need and the location they need it. So, imagine a world where you're looking for a multi-cluster and you’re looking to close that in the next month. The types of products and services that we may serve to you are completely different than maybe a small business owner who’s looking to close for a simple hosting solution on the same day, for instance.

Your sales team acts as intermediaries between small business owners and large business owners. What technology does UnidenHosting use to make sure that the salespeople have all of the information they need?

We segment the users to various different buckets, which allow our sales team to see the opportunities and the small business owners by product offering. That allows them to have a much more personalized conversation with those small business owners by providing the information at their fingertips and asking additional questions that they may need to round out an application where they could say, “OK, based on what I have, based on your needs, here are the types of products and services I think you might be good for.”

One of the most difficult parts of the process is that once we understand the types of product and services they’re right for, this requires a lot of actual interest. The technology manages the interaction of understanding and securing certain pieces of information, which could be everything from a reviewing the current website, the products they may offer, what they expect or need in their hosting enviorment, and going through a process of offering what we think they’re best suited for. This is more than just trying to make a quick or simple sale. We have our customers best interest in mind, not 80% of the time but 100% of the time. A lot of the technology is around to help us manage that information and analyze it to get final data points on what they actually need.

You've been with UnidenHosting for less than half a year. Looking into and at 2020 as we are now 1 mont in, what’s your high-level vision?

When I think about the way UnidenHosting is set up and the technology that exists as we continue to scale, it’s mind-blowing. I mean really. At the end of the day, we truly are a intuitive web hosting company and if we do a good job of being a the best hosting solutions provider for small business owners, that goes well beyond just sale or business relationship. All these small businesses are coming to us with problems that aren’t necessarily core to their business or their day to day fundings. They want to get back to running their day to day without having to think about manging their websites.

We’ve joked about us coining ourselves as almost a digital CFO. So when I think about that as our role, then it influences everything from how I organize the teams so that I can make sure that I’m servicing the small business owner from a user experience, to how I service the sales team, to how I onboard more and more customers, to how I think about the lifetime value of a small business owner. I want to make sure that I’m providing value to them and to UnidenHosting over and over again as their business continues to change and grow over time.

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