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BtoB's Best Marketers: Benigno Gonzales, Verizon Enterprise Solutions

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Benigno Gonzales, who leads global marketing for the 2-year-old Verizon Enterprise Solutions division of Verizon Communications, has been focused on reshaping how business executives perceive the telecommunications company. “The Verizon brand is pretty well-established in the marketplace, mainly in consumer segments and through Verizon Wireless networks,” Gonzales said. “A key challenge and marketing goal was to bring brand recognition of the Verizon brand within the enterprise segment.” Over the past two years, Verizon has made significant investments in building out infrastructure for its wireless 4G network, its global connected IP network and cloud-based services. In 2011 Verizon acquired cloud service provider Terremark Worldwide for $1.4 billion, as well as cloud software company CloudSwitch for an undisclosed price. In 2007 it bought managed security company Cybertrust for an undisclosed price. These acquisitions have allowed Verizon Enterprise Solutions to strengthen its services in security and cloud computing for enterprise customers. This year, Gonzales led development of a content marketing program around Verizon's “2013 Data Breach Investigation Report,” which analyzed security threats and breaches at organizations around the world. “My marketing team takes it and translates it into something that is relevant to the business segment,” Gonzales said. “This is not something you can go on national TV with and do ads around when you're talking about security and data breaches. We did direct engagement with accounts, and our outreach was based on digital.” Verizon Enterprise used online ads—including a takeover program on LinkedIn—as well as sales enablement and PR to promote the campaign. Gonzales also spearheaded a campaign around cloud computing, “Bridging the Divide,” in partnership with research firm Frost & Sullivan.
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