NetApp Strives to Differentiate in Commoditized Business
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Despite what it deemed a successful year of pushing its message through content marketing, NetApp still feels it could be doing more to reach buyers and influencers. In response, it’s planning to expand its content strategy and position itself as a business partner rather than just a technology provider.
Bottom line, data storage is fast becoming a commoditized service. And with NetApp’s core customer base spending over $1 million per year, it’s hard to differentiate on price. Now, the company is looking to highlight the less technical aspects of its offerings.
After over a year of customer research, and the aid of b-to-b focused branding agency Siegel + Gale, the $11.9 billion company has come up with a plan to differentiate itself: show that it is a trusted partner. While the specific vehicles of this new messaging are not yet sorted out, it will likely come in the form of content marketing and possibly some digital video. The first step, according to NetApp CMO Julie Parrish, is getting its employees and channel partners on board.
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