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Welcome back to another episode of B2B Needs Don Draper, the podcast that turns B2B marketing into an art form, Don Draper style!
Today, we’re joined by Sumi Shukla, VP of Marketing at Riverbed Technology. Sumi has been instrumental in shaping marketing strategies for Riverbed, a leader in network performance monitoring, application performance management, and wide area networks. In this episode, we explore how Riverbed, a challenger brand, competes with industry giants like Cisco and Dell through innovative marketing approaches.
We discuss: Riverbed's challenger strategy of leveraging deep customer insights and targeted messaging, the emphasis on customer-centric marketing through personal understanding and journey mapping, the innovative use of video and employee advocacy to drive engagement, the balance between rational product content and emotive thought leadership, and strategies for building brand advocacy through community-building and tailored engagement programs.
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