VMware Multichannel Marketing
Symbiosis among marketing channels yields a multimillion-dollar result
The Challenge
As with many large companies, VMware has numerous business units. It can be challenging to mesh each unit's objectives together into a uniform marketing strategy. As the agency of record for many but not all of the business units, we were tasked with that goal.
The Approach
I wasn't part of every business unit's team. But when given the opportunity to produce content for a given unit, my goal was to focus on the client's major benefits to customers.
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It can be difficult to describe exactly what a large corporation does, especially after its functions have been siloed away many times over. With each task, whether ghostwriting for an executive or creating a brief blog post, I aimed to present readers with reasons they should use the client's technology.
The Outcome
While I cannot claim all the successes of our multichannel marketing approach, I know my copy played a not-insignificant role in the strategy's success. Our agency helped VMware improve its lead-generation pipeline during our 10-year relationship, to the tune of:
- More than 13,000 leads generated worth nearly $15 million in opportunity
Sample Copy
Since being acquired, it appears VMware has removed some of the content on its blogs. Below is a link to a series of blog posts I wrote for a VMware solution.
