• by Aaron Baar , February 14, 2017

Security, speed and intuition are important elements to consumers when it comes to running apps and doing business. However, many top-level executives are unfamiliar with how those elements come about in their own business. In a new global marketing campaign, cloud technology and security company F5 Networks is looking to change all that. 

The content-first campaign is designed to educate these high-level executives about the suite of technology products F5 offers, looking to drive demand from the top down. Previous efforts have been targeted at technical audiences, such as network architects. 

“We want to focus the conversation with the C-level audience who is undergoing significant changes to their business, on why technology needs to enable their apps, not hinder them,” company CMO Ben Gibson, tells Marketing Daily. “We need to connect the dots between our technology buyers and higher-level budget owners and sponsors.”

The campaign, developed by Seattle agency POP, carries the theme: “We Make Apps Go: Faster. Smarter. Safer.” It will include paid online media and content marketing across major business publishers and networks, as well as print and out-of-home advertising at events such as RSA 2017, an information security event. The work drives consumers to a dedicated Web site, “www.WeMakeAppsGo.com,” where they can find content — including articles, videos, infographics, and podcasts — about how the company’s products work. The content is light on hard-sell, intending to educate rather than preach.

“The site’s content was created to be thought-provoking while driving engagement and consideration of the complex benefits and risks inherent in digital transformation,” Gibson says. “Concurrently, we are focused on arming on sales engine with a business-level narrative so that our ‘Go’ campaign air-cover has an equally effective ground game.”