Leading premises-based virtualization provider wanted to expand leadership into network-based virtualization
Feature-rich new network virtualization offering suffered from lack of parent company awareness for this type of solution
Proprietary technology and terminology had not yet made its way into public tech conversations involving similar cybersecurity solutions
Engagement
Conducted digital landscape assessment to tactically map network engagement by identifying new target audiences, critical conversations and feature sets
Identified a previously unused key differentiator for targeted audience: “micro-segmentation,” a process that enhances the security of a network
Determined highest ROI opportunities through media mix analysis
Created strategic advertising frameworks, including keywords and ads that were continuously optimized, to enhance lead gen campaign
Outcome
Surpassed awareness goals by more than 50%
Successfully introduced “micro-segmentation” as a cybersecurity subject into technology culture, resulting in growth of public conversations involving VMware
Increased organic traffic to the website
Developed multi-faceted narrative map of the NSX network, including specific topics, keywords, and audience needs, to innovate nurturing of VMware prospects
