How Intel uses real-life stories to build campaigns around its B2B technology solutions
When Alyson Griffin took over Intel’s B2B marketing strategy in July of 2016, the know-how emblem have been focusing its bucks and sources on its client advertising and marketing and PC advertising and marketing.
“The selling earlier than July of 2016 used to be ecosystem advertising and marketing — and what I imply once I say that, is the individuals who would purchase our chips from us and incorporate them right into a product that then will get offered in other places,” says Griffin. She says Intel ultimately learned its alternative for genuine enlargement used to be now not simply in PCs however used to be at the data-center facet of the industry.
“Particularly, Xeon processors, but in addition garage, reminiscence, material, community, such things as that,” says Griffin, “In the beginning, it used to be idea that we’re identified, we’re Intel — B2B servers — our marketplace phase percentage is within the 90th percentile, so why will we wish to marketplace?”
In line with Griffin, Intel didn’t in reality have sturdy emblem management within the puts the place the corporate sought after to develop.
“We’re new in one of the most spaces, we’re a challenger in one of the most spaces, and in some spaces we’re totally unknown. And to ascertain what our function is in artificial intelligence or independent riding are excellent examples of the ones.”
Griffin says her objective is to power the promoting methods to construct Intel’s emblem inside the B2B panorama. Maximum lately, her group has been development campaigns round tasks like Intel’s AI know-how and the corporate’s club with New Lab, a warehouse house in Brooklyn that gives workspace and sources for a neighborhood of technology-focused marketers.
In these days’s interview, the VP of world advertising and marketing and communications for Intel’s B2B business plan stocks how the logo is the usage of real-life tales to construct out advertising and marketing campaigns round its advanced know-how answers and the know-how she is maximum desirous about sharing with the arena.
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