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Innovations in technologies like cameras, IoT sensors, and AI have enabled the rise of new connected smart cities. But according to Jessica Burton (LinkedIn | Twitter), Global Surveillance Portfolio Marketing Manager at Seagate Technology, the real backbone of that technology infrastructure is data storage. On this episode of Marketing Trends, Jessica tells us how she is educating system integrators and solution architects about the importance of hard drives and how they can enable smart city innovations.

5 Key Takeaways:

- “In this space, there's so much technology right now. You're talking about everything from cameras to AI software that's simplifying and expanding the whole scope of what surveillance means. It's beyond just security and catching the bad guy these days. It's optimizing your business based on the learnings that you have from your surveillance footage on how to place products within your store or to optimize manufacturing processes.” - Jesica Burton
- Smart cities are being enabled by the convergence of multiple technologies including 5G, low-cost high-resolution video cameras, and traffic sensors. All these technologies create data that needs to be stored.
- “The world is changing for smart cities; capabilities are increasing, but at the same time, costs are significantly decreasing.”— Jesica Burton
- When dealing with customers, Jessica addresses the fact that there is the right drive for the correct application. Not all storage is created equal.
- “At the end of the day, it comes down to understanding who your customer is, but not only understanding who your customer is, but who's making that purchase decision in the buyer's journey." - Jessica Burton

Bio:
Jessica Burton is the Global Surveillance Product Marketing Manager at Seagate Technology, and she has over 10 years of experience in IT storage. Prior to her current position at Seagate, she was the Worldwide Product Marketing Manager for Hewlett Packard Enterprise, working on the storage, server, and cloud portfolios. She also previously worked for HP as the Global Business Planning and Product Manager.

Notes & Quotes:
Jessica's Start in Marketing - (1:00)
- Jessica has always had a passion for art, writing, storytelling, technology, and business. She found she is able to combine all of these things with marketing. 
- Jessica knew she was an excellent fit for marketing because she enjoyed digging into how ideas, positioning, and messaging products resonate with customers.
- “As I dove deeper into marketing, I realized that marketing is a form of storytelling through either written words or visuals."

Marketing Harddrives at Seagate - (2:30)

- Jessica is responsible at Seagate for the content, asset creation, and customer education around their portfolio in surveillance with hard drives. 
- When dealing with customers, Jessica addresses the fact that there is the right drive for the correct application, which ranges from their Skyhawk drive to enterprise drives and SSDs with exes and nitro. 
- Seagate has a wide portfolio of products ranging from the consumer to enterprise. 
- “At the end of the day, the two personas that ultimately decide to purchase a drive and what's going to be put in the box for the end customer are going to be the system integrator and solution architect.” - Jessica Burton
- “In this space, there's so much technology right now. You're talking about everything from cameras to AI software that's simplifying and expanding the whole scope of what surveillance means. It's beyond just security and catching the bad guy these days. It's optimizing your business based on the learnings that you have from your surveillance footage on how to place products within your store or to optimize manufacturing processes.” - Jessica Burton
- “At the end of the day, it comes down to understanding who your customer is, but not only understanding who your customer is, but who's making that purchase decision in the buyer's journey." - Jessica Burton
- Seagate goes beyond just the typical hard-drive company by understanding who their customers are. On their website for Seagate Skyhawk, they put up a surveillance calculator that allows their customers to play around with different factors to determine how much storage they need to purchase. 

Technology in Smart Cities - (5:00)
- Jessica defines smart cities as cities that have sensors and cameras throughout the city to alert citizens and law enforcement of potential issues.
- “The world is changing for smart cities; capabilities are increasing, but at the same time, costs are significantly decreasing.” - Jessica Burton
- A lot of the big cities in China are incorporating the surveillance that AI offers. The U.S leverages surveillance AI technology and goes beyond typical security issues, for example, tracking down burglaries, optimizing traffic management, and recognizing pollution issues.
- “People are pushing opportunities for surveillance AI. Smart cities are going to be in China, but we're seeing it gradually become an opportunity that many cities in the U.S are taking it on.” - Jessica Burton
- Smart cities are being enabled by the convergence of multiple technologies including 5G, low-cost high-resolution video cameras, and traffic sensors. All these technologies create data that needs to be stored.
- ”At Seagate, we need to reign in some of the story and point of view of our partners who are in telecommunications. Those who are manufacturing the cameras of tomorrow to tell that storyline and explain what the solutions will be for smart cities." - Jessica Burton

Pardot Lightning Round - (20:20)
- Most fun app: Nextdoor
- Favorite vacation spot: Wyoming
- Favorite thing to cook or eat: Korean Barbeque
- Most excited about for the future of marketing: "Technology that will enable us to become smarter and more targeted in reaching our customers."

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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