SPEAKER: Brian Fitzgerald of Veracode http://b2bmarketing.exchange

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Applying Un-Marketing To B2B Engagement
Brian Fitzgerald- Veracode

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 CMO, Veracode
 SVP, Marketing, RSA
 Director of Marketing, EMC Corporation
 Founder, President, Reale/Fitzgerald
 Writer, Creative Director, Crisis Communications,
Messaging/Positioning
My Background

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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.”

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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

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The Approach: Not Just Another Form of Marketing.

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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

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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.

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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
Software
Scanning
How to Write
Secure Software
How to Transform
Software Development
How Are We All Transforming
Software Development?
Classic Definition
Of 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

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Bringing it to Life

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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

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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)

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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

24. Strategic Platforms
Communities
Website
Platform

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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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