Messages and Content for the B2B Buyer’s Deciding Journey

May 07, 2020

Video Transcript

Speaker: Justin McGarry, Senior Director, Solutions GTM Strategy & Product Marketing

How do you develop messaging that resonates with your target audience?

Justin McGarry: Our target audience at VMware is the infrastructure team within IT. We have to think about how they make themselves more relevant and strategic to the business, and it isn't about selling them products. It's about helping them establish competencies and capabilities to have an impact on business outcomes. Whether they're revenue, risk, velocity, customer or employee satisfaction related. Messaging has to align to the customer's language, not your company's language in order for it to resonate with the target audience.

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