TECHNOLOGY · CONTENT STRATEGY · LEAD GENERATION · BRAND POSITIONING
SEAGATE / LYVE MOBILE
How Maize built the B2B marketing foundation Seagate's Lyve Mobile team needed to launch a new product category — from positioning to sales enablement to demand generation.
SEAGATE / LYVE MOBILE
The edge data storage and transport division of SeagateTechnology.
Enterprise Storage / Edge Computing
6-month launch program, ongoing
Maize
Maize
Maize
Seagate's Lyve Mobile team was preparing to launch a new edge storage and data transport solution into a market shaped by entrenched cloud providers and DIY workflows.The product solved a real problem — moving massive datasets between field locations and the cloud without bottlenecks — but the buyer didn't yet have the language to describe the problem the product solved.
The team had a strong product roadmap but no go-to-market foundation. There was no positioning narrative tested with target buyers. No sales enablement toolkit. No demand generation engine. And the target audience spanned multiple industries — media and entertainment workflows, energy and seismic survey workflows — each with distinct buyer profiles and content expectations.
With significant R&D investment behind the launch and a competitive product window, the Lyve Mobile team needed marketing that could perform from day one — not a six-month ramp.
The insight that shaped the work was that Lyve Mobile wasn't competing against other storage products. It was competing against the workflows buyers already had — workflows they were dissatisfied with but had not yet replaced. So the program focused on educating buyers about a problem they didn't yet have language for, then giving them the tools to make the business case internally.
Maize developed the core positioning narrative, value propositions tailored to each target industry, and the messaging framework that would anchor every downstream asset.
A full toolkit including the Lyve Mobile Sales Deck (shown below), solution briefs, and product flyers — built to give the sales team a consistent, confident way to walk a prospect from problem to solution.
Infographics, digital banners (deployed across EAGE eNewsletter and earthdoc.org leaderboard placements), and a lead generation video targeted at media and energy buyers.
A monthly LinkedIn optimization and content campaign for Lyve Mobile C-suite executives — profile updates, audience research, targeted engagement, and weekly thought leadership content aligned with Media & Entertainment and Energy industry workflows.
1. Lyve Mobile Sales Flyer — distributed at trade shows and as enterprise lead follow-up; designed to address the three most common buyer objections in the first 30 seconds. 2. Lead Generation Video — targeted at media and energy buyers; emphasized workflow integration over feature comparison. 3. Seismic Mapping Data Transport Workflow Infographic — bridged the gap between technical buyers (engineers) and economic buyers (operations leaders). 4. EAGE eNewsletter + earthdoc.org Banner Ads — placed in the trade publications energy sector buyers actually read, not generic display inventory. 5.LinkedIn Executive Content Sample — thought leadership posts that drove inbound conversations rather than outbound chase.
in qualified pipeline generated within the first [X] months
Enterprise leads from media + energy verticals
lift in executive LinkedIn engagement
Beyond the numbers, Lyve Mobile entered its launch year with a marketing foundation the team continues to build on. The positioning, sales enablement, and demand engine Maize built became the platform for ongoing growth — and shifted marketing from a launch dependency to a recognized growth driver inside the broader Seagate organization.
Title
The Maize Marketing team delivered a seamless campaign...
Building marketing for a category that doesn't yet exist requires inverting the usual order of operations. Instead of leading with product features, we led with the workflow problem — and the language buyers used to describe it. That insight now shapes how we approach every new-category product launch.
Whether it's a new product, a new category, or a new chapter for an established brand —let's talk about how to give your launch the marketing foundation it deserves.
Book a Strategy CallSee more of our work
