At BMA annual conference: Motorola’s Conrado delves into company’s re-engineered marketing approach

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Las Vegas—Eduardo Conrado, corporate VP-global marketing and communications at Motorola Corp., discussed his company’s recent repositioning of its b-to-b operations in the opening keynote address at the Business Marketing Association’s annual conference Wednesday.

“Over the past two years, we’ve been re-engineering our approach to b-to-b marketing,” he said.

Prior to the restructuring, Motorola’s b-to-b marketing efforts were primarily product-driven. Now they are customer-driven, defined by vertical segments within Motorola’s enterprise and government businesses.

“When you work with a ton of engineers at your company, it is very easy to lead with the product first,” Conrado said. “We had to start defining our positioning from the customer’s perspective.”

He discussed Motorola’s latest ad campaign, “Technology That’s Second Nature,” developed by BBDO New York, which is aimed at vertical markets within the government sector, including municipal CIOs, fire chiefs and police chiefs.

—Kate Maddox

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