2021 Marketing Actions & Investment Focus SIMPLIFY:
GTM & Enable Sales Key Programs Key Programs Key Programs DRIVE:
Thought Leadership &
Transform our Brand GROW:
Demand & Revenue Key Programs Content: Rationalize, focus, revitalize - deep vs. broad Playbooks: Clarity of action: aircover and ground assault to support channel and sales teams (MVP) Messaging & Positioning: SKO, Training POCs/Testing: Tell the stories of outcomes, virtual and On-prem, benchmarks Sales Enablement Tools: Sales plays: videos, customer stories, competitive insights, call decks, customer facing material, e-books, competitive, etc.; win/ loss reports MDR: Liaison: AEs, Mktg, Prospects EMPOWER:
Marketing Team and Broader GTM Team Website & Messaging: Superior customer outcomes/results Stories: Demonstration of outcomes Experiences/Events: Virtual - webinars, speaking engagements, and personalization Thought Leadership Campaigns: " 1H Universally Unmatched, Unrivaled Choice and Control Brand: Consistent visibility at destination sites, retargeting to maintain top of mind Advocacy: Customer stories/case studies References, Testimonials, Awards Influencers: Media, analysts, social Follow the Trail: Retargeting People: Team mission & vision, goals & metrics Website: Re-due (content and capabilities) Data & Infrastructure: Attribution capabilities Culture: Right Stuff, in it to win it, empowerment, action-orientation, accountability, best intentions, benefit of the doubt, fail fast Process: For scaling GTM/Launches: Programs and Kits to support effective execution and acceleration Sponsorships: Support AEs locally MarTech Stack: Digital engagement tools Intent & Assessment Capture Customers actively researching topics and comparing storage vendors Inbound Capture Social, influencer, brand Revenue Marketing: Acquire-Grow-Build strategic development of existing accounts Personas: Buying group who and why Account Based Marketing: TechTarget, ITCentral, Terminus, Alyce Channel/Partner Leverage: Education, joint outbound campaigns, press, & events, Nvidia, Carahsoft, Penguin Software Developer Leverage: Clarifi, OmniSci Select Investments:" PR firm/PR wire: Media relations" TechTarget: Retargeting" SEO/SEM: Retargeting" HPCwire: Industry publications" STAC/NAB/SC/FED: Events & Experiences" Evangelist: Thought leadership, visibility" " Select Investments:
MarTech Stack: Digital/Demand Gen Engine
TechTarget: Education Project Intent
ITCentralStation: Assessment Capture
ABM Programs: ABM" TechTarget: Display Adv., Content Syndication" Dir. Channel Mktg & Funds: Channel leverage" CAB/PAB: Relationship Expansion " " Select Investments:
Director Solutions Marketing: Content" MDR: AE Engagement" Customer Videos: Production content" Content Creator/Writer: Content" Analysts: Commissioned content, membership, on-the-record, virtual events" " Select Investments:
Website/Prgm Mgr: Overhaul" Design Firm or Person: Look & Feel" Programs: Resources for GTM and Launch campaigns" Sponsorships: AE leverage (local level)