Positioning to penetrate the SMB market
The Situation
VMware is the undisputed market leader in virtualization software, commanding handsome price premiums and a 45% share of the market in 2012. The firm made its name as a technology leader able to help global enterprises enhance their IT infrastructure. But with competitors aggressively targeting the space and the enterprise segment becoming increasingly saturated, the firm was looking to grow its business with SMBs.
 
The Solution

VMware brought BrandCulture in to help it launch Go Pro: a new set of cloud-based services created specifically to help SMBs deploy and manage virtualization. We worked with VMware’s product line leadership and marketing management teams to position the new product and to develop a core set of launch assets for both corporate marketing and product-specific campaigns. Our work included deliverables to help educate and energize internal sales teams and external channel partners about the revenue-generation opportunities; that Go Pro creates content, design and development of motion graphics videos; business development presentations; white papers; datasheets and other external and internal collateral.