How Intel uses real-life stories to build campaigns around its B2B technology solutions
As VP of global marketing and communications for Intel's B2B marketing strategy, Alyson Griffin is taking technology-focused marketing to a new level.
When Alyson Griffin took over Intel’s B2B marketing strategy in July of 2016, the technology brand had been focusing its dollars and resources on its consumer marketing and PC marketing.
“The marketing before July of 2016 was ecosystem marketing — and what I mean when I say that, is the people who would buy our chips from us and incorporate them into a product that then gets sold somewhere else,” says Griffin. She says Intel eventually realized its opportunity for real growth was not just in PCs but was on the data-center side of the business.
“Specifically, Xeon processors, but also storage, memory, fabric, network, things like that,” says Griffin, “At first, it was thought that we’re known, we’re Intel — B2B servers — our market segment share is in the 90th percentile, so why do we need to market?”
According to Griffin, Intel didn’t actually have strong brand leadership in the places where the company wanted to grow.
“We are new in some of the areas, we are a challenger in some of the areas, and in some areas we are completely unknown. And to establish what our role is in artificial intelligence or autonomous driving are good examples of those.”
Griffin says her goal is to drive the marketing strategies to build Intel’s brand within the B2B landscape. Most recently, her team has been building campaigns around initiatives like Intel’s AI technology and the company’s membership with New Lab, a warehouse space in Brooklyn that provides workspace and resources for a community of technology-focused entrepreneurs.
In today’s interview, the VP of global marketing and communications for Intel’s B2B marketing strategy shares how the brand is using real-life stories to build out marketing campaigns around its complex technology solutions and the technology she is most excited about sharing with the world.