A Tale of Two Flashy Storages – Lessons in Audience Segmentation and Targeting

Pure Storage and Nimble Storage are two highly successful enterprise data storage companies to emerge in the last decade. But the similarity between the two stops there. The two companies took completely different routes to market as they started off in the marketplace. While Pure targeted the high end of the market Nimble targeted the mid to lower end of the market. This case study discusses the importance of audience segmentation and of pursuing marketing tactics relevant to the target segment the companies operate in. It is also important to have the right type of measure to evaluate the success of marketing tactics and a process in place to continuously evaluate these tactics. Companies that successfully manage to adopt all of these continue to grow over time and become dominant in their markets regardless of broader macro-economic conditions