The $1.1B Question: Repositioning a legacy tech giant for the cloud era
- Year
- 2020-2021
- Contribution
- Research | Planning | Execution | Leadership
- Outcome
- $1.1B pipeline influenced in 12 months
- 167% YoY growth in Cloud Data Services
- 13× longer time on site among brand-engaged visitors
- 3× higher form-fill conversion among brand-engaged visitors
- 24% download rate on ungated content, 4–5× industry benchmark
- 9.3% direct-to-revenue-stream traffic from content
What I did
NetApp is a global cloud solution with native products within Google Cloud, Microsoft Azure, and Amazon Web Services. But its decades-long reputation as a provider of on-premises servers was holding the company back.
I was selected by executive leadership to sponsor content strategy for a newly created team, Reputation-to-Revenue. Together, we not only rebranded NetApp cosmetically, but we also shifted from “what we want to say we do” to focusing on buyer’s questions: “What do I do?” and “Did I do the right thing?” and combining product manager thinking with brand strategy.
To that end, we built a complete ecosystem ranging from fun commercials and sponsored content to analyst papers and webinars, and technical deep dives.
The centerpiece: Ahead in the Cloud — NetApp paid post in The New York Times
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