• VMware Lesson: Up Leveling Your Communication For Deeper Engagement

    I had a chance to spend some time with Cornelius Willis, Vice President Global Enterprise Marketing, VMware at the InformationWeek 500 Conference, including a Marketing Chat video interview for CreateYourNextCustomer.com.

    I also sat in their IW 500 Executive Briefing to hear about the deep research they have been doing to help CIOs and their customers move through “IT Transformation”.  It was an important reminder of how impactful it is to up-level  communications in terms of solutions (product packaging) and providing strategic information to help customers and prospects make smart decisions.

    Technology info is critical, but following the IW500 Conference theme of “The Need for Speed” (subtext “IT is Too Darn Slow”), VMware and team have caught on to how they can help IT transform, while making VMware more relevant, drive deeper relationships and value and driving new revenue.

    A testament to the power of up leveling communications, VMware’s marketing, sales and client conversations are often ignited by deep research and shared customer insights.   They have conducted and published joint research with McKinsey & Company, and have elegantly combined this with VMware’s proprietary research done regularly across their own customer base on how to become more agile and transform how to utilize and deploy IT.

    In essence, they are sharing ‘what they know’ and what other customers are seeing and doing.  In addition, Cornelius also defines and discusses the importance of Solutions Marketing. While not abandoning the focus on product and technology messaging, Cornelius and VMware marketing team is embracing higher value messaging, thought leadership content and packaging solutions for their customers, across all verticals.

    To see the entire interview, click on the link below:

    Scott Vaughan is the Chief Marketing Officer for UBM TechWeb, the global leader in technology media and business information.UBM TechWeb Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

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    VMware Lesson: Up Leveling Your Communication For Deeper Engagement, 5.0 out of 5 based on 2 ratings
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