Digital Marketing Strategies that Fuel a $64B Software Giant

This episode features an interview with Michael King, Senior Director of Cloud Marketing at VMware. Inside the $64 billion cloud computing and virtualization software giant, Michael is responsible for the VMware Cloud Marketing team and is tasked with transforming the customer perception of VMware’s cloud services and products.

In this episode, Michael expands on the demand gen strategy that he calls “the relentless pursuit of whatever works,” illustrates his audience-action-measurement playbook, discusses the importance of a consistent customer experience, and explains why your channels must reflect your audience.

Tune in to the episode to hear Michael share his insightful demand gen advice, including:

Michael King, Sr. Director of Cloud Marketing at VMware, joins the Demand Gen Visionaries podcast

Want to skip ahead to the highlights? Check out these can’t-miss moments:

Episode Highlights

(6:08) Michael’s Demand Gen Fundamentals

(12:27) Michael’s Team Structure

(19:05) Consistent Customer Messaging

(21:43) Michael’s Uncuttable Demand Gen Budget Items

(26:37) The Seismic Shift Toward Community-Based Conversational Marketing

(29:46) There’s No Measure of Success Other Than Revenue

(30:25) Michael’s Favorite Demand Gen Campaigns

(35:36) Websites are the Nexus of Demand Gen Activities

(43:48) Quick Hits: Getting to Know Michael

Episode Quotes

“Demand gen strategy at VMware is the relentless pursuit of whatever works. I tend not to be dogmatic about these things. I work with a team that is always challenging me, always pushing me to think differently.”
“No matter what, things are always changing. You may come at it thinking, ‘I know the audience, I know the market, I know the benefits, here's the play I'm going to run.’ But things change…Anytime you go into any demand gen or any other marketing situation thinking that you have it cooked, you're probably cooked.”
“The longer the time frame is from hand raising activity to benefit achievement, the fewer customers you're going to convert, and then you'll just see leaky funnel left and right...reduction in speed is what kills all good demand gen programs.”
“There's a lot of things that you can measure…but when it comes down to it, marketing should measure itself on one thing and one thing only: revenue through the door."
“As marketers, as product people, we spend 10, 12, sometimes 20 hours a day thinking about our product. The average customer spends 20 minutes a quarter thinking about your product. So you have a very limited amount of time to earn that ear.”

Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.

Posted on
October 28, 2020
Megan Guy

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