Field marketers at global companies typically have two demanding priorities: 1) support corporate branding initiatives through vertically focused awareness and credibility creation; and 2) drive measurable outcomes for the sales and partner teams, such as lead generation, account based marketing, deal capture and sales intelligence.
With budget and resources often limited, it takes innovation and creativity to achieve a thoughtful and meaningful balance between brand and sales enablement. Enterprise storage leader NetApp provides a shining example of field marketing done well.
A new public sector campaign aligns broadcast advertising, content marketing, social media and digital promotion with a set of success metrics collaboratively defined with the sales team. Plus, several government partners are seamlessly integrated into the program to further extend relevance, influence and ROI.
The advertising component is broadcast based and delivered in partnership with NBC4 Washington. It incorporates traditional promotional spots with thought leadership content, gleaned from top level technologists in the government market.
Viewers are ultimately directed to an editorial-oriented micro-site themed GovDataDownload which provides insight into the trends, technologies and tools that influence how federal agencies manage “data from the core to the edge.”
By serving as a source of high value content, employing a multi-channel promotional strategy, integrating partners and aligning with field sales, NetApp proves its commitment to innovation extends beyond R&D to also include field sales/marketing.
Disclosure: Strategic Communications Group (Strategic) is a vendor working for NetApp on the GovDataDownload campaign.