Building the ultimate martech stack at VMware Cloud Solutions

VP of product marketing for Cloud Solutions details the digital marketing program that's delivering customer dividends

Measures of success

Helping keep teams on track are a number of measurements such as defined KPIs around marketing qualified and sales accepted leads. King also values the failings and argued iteration is the key ingredient in modern marketing.

“Making sure you get something in market then recognising it’s not working and pulling it is just as important as getting something into market that’s successful,” he claimed. “Iterating creates confidence, and encourages people to listen to how things are performing. The dynamic campaigns that can change based on what the audience are doing are far more interactive.”

At the same time, everyone is accountable to the data. A link back to a reporting dashboard is helping people to self-govern, King said.

While it’s early days, speed of iteration has been an important win for VMware so far.

“Our campaigns are iterating every 4-10 days, so a poor performing campaign getting low conversion can be changed swiftly. So we can quickly turnaround results,” King said.  

Among King’s next priorities are rolling out a Data Management Platform (DMP) to access fresh audiences. The team is also looking at how to create personalised content as part of an account-based play.

“We want to understand what customised journeys make sense, the assets, triggers, all of that,” he added. “Because the value of the accounts is great enough to spend time on them, we want to go deeper, and even pre-populate based on conversations we’re having.”

Read more of our in-depth stories on digital marketing transformation:

- Nadia Cameron travelled to Dreamforce as a guest of Salesforce.

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