Marketing is all about reaching the right contact person, with the right message and at the right time.
However, the change in technologies used in the datacenter has also been accompanied by a large number of changes in the target group for Trend Micro. “Years ago, the IT manager did everything himself and made all of the decisions”, Kurt Vanderhaegen explains. “The situation today is different. Now, CIOs, CSOs and CCOs all have a say on security. We sometimes encounter as many as 15 DMUs in just one company. Also, infrastructures have become progressively bigger, because of which we end up in discussions with managers responsible for the datacenter, network and storage, etc. It is no longer enough to have just one contact in a company, which is why we have changed our market approach. We have done this in collaboration with Smart Profile.”