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#B2BMX
Applying Un-Marketing To B2B Engagement
Brian Fitzgerald- Veracode
#B2BMX
CMO, Veracode SVP, Marketing, RSA Director of Marketing, EMC Corporation Founder, President, Reale/Fitzgerald Writer, Creative Director, Crisis Communications,
Messaging/Positioning
My Background
#B2BMX
The Evolution of Content, The End of Marketing
Tagline CollaborationContent“Soup is good food.”
“Visit our website forGreat Soup Recipes”
“Weigh in on the discussion withour Food Designers:
How soup fits into a healthy diet.”
#B2BMX
The Changing Customer/Vendor Relationship
From: To:Polished Authentic
Planned, Managed Real-time, loosely structuredDe-Risked Vulnerable, OpenOne-way Interactive
‘We’re Perfect’ Lessons Learned
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The Approach: Not Just Another Form of Marketing.
#B2BMX
Eliminating the Distance Between You and Your Customer
Company Marketing Market
Traditional
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Eliminating the Distance Between You and Your Customer
Company
Marketing
Market
New
#B2BMX
The Veracode Journey1. Educate current customers on how to build and execute on the programs they’ll need in order to be able to use our products.
2. Engage a software developer audience that does not like or trust our category or our brand.
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The Challenge
Tool/Tactic
Security
Platform/Process
Development
Risk, Control, Consistency, Prevent
Harm
Opportunity, Empowerment,
Flexibility, Enable Growth
DevOps
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OfferingOfferingOfferingOffering
Direct Expertise
Other Expertise
Shared Expertise
SoftwareScanning
How to WriteSecure Software
How to TransformSoftware Development
How Are We All TransformingSoftware Development?
Classic DefinitionOf Value
New Definition of Value
The Un-Marketing Program
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This Is ContentThis Was Content
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This is Attraction
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Customer and open communities- customer-customer dialogue
Exposing more and more documentation, IP, Insights Recruiting our engineers and developers as Spokespeople
and Contributors Exposing our own journey to modern software development Bringing them –and working with- the heroes they love Talking about what we’ve done right, what we’ve done
wrong Building bodies of knowledge and tools, not just documents
How We are Doing it
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Walking the Talk in Marketing
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Bringing it to Life
Atlanta, November 2
Chicago, November 9
Minneapolis, November 10
Los Angeles, November 15
Denver, November 17
London, November 22
Boston, November 30
New York City, December 1
#B2BMX
Bringing it to Life
#B2BMX
Bringing it to Life
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Community
Community
Turning the World Upside Down
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What’s Required Organizationally? Culture of Education/Service Internal Collaboration/Cross-Functional Skills Expertise Humility Conviction
#B2BMX
What’s Required for Skills? Investigative (where/who has the content I need?) Editorial (what matters to our audience: what can
we offer that helps them do their job?) Engagement (internally and externally) Motivation (internally and externally)
#B2BMX
What’s Next for Us Building the Communities New forms of Outreach Rewiring the Company Building Bodies of Knowledge, not just Pieces of
Content
Community Program - Goals
Enable speed of information
transfer
Develop shared value
Collaborate on & build shared
value
Strategic Platforms
Communities
Website
Platform
#B2BMX
Closing Thoughts Think Differently about Skills and Talent Culture Change not just Tactic Change Measurement Will be Difficult Intelligence/Engagement, not Leads Build Platforms and Capabilities, Not Campaigns Shared Value Creation with your
Customers/Constituents
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