Adapting to New Challenges: One Valpo Alumnus’ Amazing Opportunity

Experts in marketing, sales, customer relations, content creation, and any profession related to business-to-business marketing converged in Boston recently to take part in INBOUND 2022, a hybrid online and in-person networking event put on by software developer Hubspot. Guest speakers in the 2022 event included Viola Davis, Jane Goodall, and, headlining the event, President Barack Obama. Whether they were in-person or watching online, every INBOUND 2022 attendant likely heard or saw Valparaiso University alumnus Troy Sandige ’14, the event’s host and master of ceremonies. 

Troy started at Valparaiso University in 2010 as an electrical engineering major. Three years later — in the midst of his junior year — Troy came to the realization that his true passions were in digital communication and marketing. Troy recalled having a close relationship with his professors after the switch, including now-University Provost Eric Johnson, Ph.D.

“I didn’t really have classes with him, but he was a pivotal piece in finding my skill set and where I needed to go,” Troy says. 

After graduation, Troy worked as a marketing professional in a number of different industries, ranging from manufacturing, to the corporate space, and working marketing for the National Democratic Training Committee. Those experiences eventually pointed Troy towards the new professional path he’s on today. 

“After years discovering what professional ecosystem I performed best in, I realized that entrepreneurship allowed me freedom and pressure to accomplish more,” Troy says. “I wouldn’t say I’m a procrastinator, but I need certain levers for me to be at my best, and I think in an entrepreneur situation, you always have to be performing at your best.” 

Today, Troy is the founder and CEO of brand consultant group Strategy Hackers and the COO and CCO of B2B marketing organization No Middle.

The impressive network Troy had accumulated over the course of his career, as well as with intense social media efforts, put him on Hubspot’s radar as someone who could help run the all-digital INBOUND 2021. With that success under his belt, it was decided that he would be the ideal host for the 2022 event. 

“A big reason that they brought me in was because they wanted someone who would be relatable to the community,” Troy says. “They knew I could bring the energy and have that ‘average person rising to the occasion’ feeling to bridge the gap for these high-level speakers giving high-level information and the audience.”

Troy had a number of important duties over the course of the three-day conference including running interviews, creating content, and, most daunting at times, introducing the globally-renowned speakers at the event. 

“You go in, and you see these people that you thought you’d meet in-person, and you have to play it cool,” Troy says. “A challenging part was adjusting on the spot, knowing you had to say certain things a certain way, having the energy and high enthusiasm, and keeping in mind that you’re speaking to people both there in Boston and around the world.” 

Troy’s varied experiences at Valparaiso University were the keys to his success in this situation.

“What you may think you’re walking into and what the situation actually is can change at a moment’s notice,” Troy says. “I think a lot of different classes, situations and challenges I navigated through at Valpo have helped me throughout my career.” 

While no one involved with the event was able to work directly with the former president due to intense security measures, Troy recalls that his brief time with other guests was a personal highlight from the experience. 

“What sticks out to me is the substance and context of what Viola Davis articulated throughout her session,” Troy says. “Even in 2022 there are still a lot of challenges facing people of color in business and education, trying to move the needles further towards justice.”

Another highlight for Troy was the opportunity for his parents to attend the event and be there for what he feels is a peak moment of his career. 

“INBOUND is always the north star for what a B2B marketer will want to go to. To be able to go, and to be hosting the event as part of the correspondence team, and to get to interview people, and have my parents there to experience this moment with me was profound,” Troy says. 

After a varied career filled with amazing opportunities, Troy has this advice for current Valpo students looking towards the future: 

“Allow yourself the grace to explore, especially in this environment with so many changes in technology, businesses flipping, industries adapting to new methodologies. Allow yourself the grace to be open-minded, and you’ll be okay. If I can go from where I did in college, to the career I have now, you can too. If you know people who value your skills and abilities, they will create opportunities for you. Network often, and never give up.”