Case Study · Edge Data & Cloud Storage
Seagate Lyve
Lyve Mobile · Lyve Cloud
Seagate’s Lyve organization sold edge data movement and cloud object storage into energy, media and defense. For four years Maize ran the whole marketing surface for it: positioning, launch, partner enablement, sales content, events and demand generation.
Energy · media · federal
Seagate is known for drives. Lyve was selling something else entirely: moving petabytes off a rig, a film set or a mission platform, and landing them in cloud object storage.
The buyers sat in three verticals that don’t read vendor announcements. Geophysicists, media engineers and federal program teams trust what their professional bodies publish, and they assemble at conferences rather than on trade sites.
A new product, a reputation built on something else, and three audiences that each define “data” differently. Campaigns alone were never going to cover it.
Four years, full surface
The program was association-led from the start. Maize earned bylines in First Break, the EAGE journal, and in Sea Technology, both written with outside subject-matter experts so they would hold up in front of a technical reader. Speaking sessions followed at NAB New York and IMAGE.
Underneath sat the work a lead number leaves out. Vertical messaging platforms for media, energy and US federal. Launch copy for Lyve Cloud Object Storage 2.0. Joint pages and playbooks with Acronis, LucidLink, AWS, Attimis and Veeam. A LinkedIn toolkit for Seagate’s SDR team and forty ghostwritten posts a month to fill it.
Maize even booked the booth space, freight, power and lead scanners for the shows Seagate corporate didn’t fund. When Seagate’s objectives moved from awareness to demand generation, nothing was thrown out. The library got repointed.
The playbook
01
Earn the association byline
Technical articles in the journals these buyers actually trust, co-written with outside experts.
02
Take the stage
Sessions in the rooms where the buyers gather, rather than the ones vendors advertise in.
03
Repoint the library
The federal brief and the energy white paper became lead campaigns. Same content, now measured in qualified leads.
148
Qualified leads in a single quarter, from content that already existed.
4yrs
On the account, through to the sale of the Lyve Cloud business.
5
Partner and ISV programs, from AWS to Veeam.
40/mo
Ghostwritten LinkedIn posts for Seagate’s SDR team.
Proof
Every campaign in the quarter ran on a document produced for a different purpose. Together they returned 148 qualified leads.
The AFCEA library campaign ran off the mission-ready data management brief and brought in 25. The Connect via Energy campaign ran off the energy data logistics white paper and brought in 75. The NAB New York session with Starchive added 48 more, plus 505 badge scans at the happy hour afterwards.
In the same stretch, the IMAGE pre-conference email reached 3,503 opens at a 1.74% click-through, and Maize delivered the Lyve Cloud Object Storage launch page a week ahead of launch and the Lyve Services homepage the day after it.
The system
Nine workstreams, most of them running at once.
Positioning & messagingVertical platforms for media, energy and US federal, plus the Lyve Services umbrella story.
Product launchLyve Cloud Object Storage 2.0, launch page through homepage.
Partner & ISV enablementAcronis, LucidLink, AWS for OSDU, Attimis and Veeam.
Sales enablementAn SDR LinkedIn toolkit and a monthly ghostwritten content library.
Event productionBooth space, badges, freight, power, signage and lead scanners.
Earned media & speakingAssociation bylines, call-for-papers manuscripts and conference sessions.
Demand generationAssociation library campaigns, pre-conference email, partner paid media.
Category researchQuarterly competitor analysis and a cloud media landscape study.
ReportingA proof-of-performance deck and itemized cost breakdown every quarter.
Customer storiesNeubrex, PXGeo and EVS, written inside Seagate’s own template.
A sample of the collateral, all of it written and designed by Maize inside Seagate’s brand system.
Association editorial and conference stages, written to a technical standard rather than a marketing one.
Streamlining Energy and Production Data Management from Field to Processing
EAGE journal · circulation 40,000Seismic Data Management: Streamlining the Process of Acquiring and Processing Data
Online audience 25,000New Strategies Streamlining Mission Critical Data Management from Field to Data Center
Session · with StarchiveCine Live Lab session and Tech Chat Stage
SessionUsing Lyve Mobile Cloud Import to Accelerate Geophysical Data Ingest into AWS S3
SessionThe rule
“Publish where the buyers already are. Then make the same content sell.”
The Lyve program · Maize Marketing
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This was the messaging, the launch, the partner content, the sales enablement and the booth freight. Twenty minutes on what your marketing surface actually needs.
