2. #B2BMX
CMO, Veracode
SVP, Marketing, RSA
Director of Marketing, EMC Corporation
Founder, President, Reale/Fitzgerald
Writer, Creative Director, Crisis Communications,
Messaging/Positioning
My Background
3. #B2BMX
The Evolution of Content, The End of Marketing
Tagline CollaborationContent
“Soup is good food.”
“Visit our website for
Great Soup Recipes”
“Weigh in on the discussion with
our Food Designers:
How soup fits into a healthy diet.”
4. #B2BMX
The Changing Customer/Vendor Relationship
From: To:
Polished Authentic
Planned, Managed Real-time, loosely structured
De-Risked Vulnerable, Open
One-way Interactive
‘We’re Perfect’ Lessons Learned
8. #B2BMX
The Veracode Journey
1. 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.
13. #B2BMX
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
15. #B2BMX
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
21. #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)
22. #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
23. Community Program - Goals
Enable speed
of information
transfer
Develop
shared value
Collaborate on
& build shared
value
25. #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