â€śOver the past two years, weâ€™ve been re-engineering our approach to b-to-b marketing,â€ť he said.
Prior to the restructuring, Motorolaâ€™s b-to-b marketing efforts were primarily product-driven. Now they are customer-driven, defined by vertical segments within Motorolaâ€™s enterprise and government businesses.
â€śWhen you work with a ton of engineers at your company, it is very easy to lead with the product first,â€ť Conrado said. â€śWe had to start defining our positioning from the customerâ€™s perspective.â€ť
He discussed Motorolaâ€™s latest ad campaign, â€śTechnology Thatâ€™s Second Nature,â€ť developed by BBDO New York, which is aimed at vertical markets within the government sector, including municipal CIOs, fire chiefs and police chiefs.