Olivia Parker
Jun 16, 2017

A tech marketer's guide to unscrambling the shoptalk

Ben Gibson, CMO of American technology firm F5 Networks, explains how his latest campaign got to the point.

F5 Network's latest campaign, launched globally in January

Ben Gibson knew his latest marketing campaign had been a success when one of his colleagues confessed it had helped them explain what they did to their grandmother for the first time.

For people whose job it is to market such complex products as those developed by the technology firm F5 Networks, where Gibson has been CMO for almost a year, simplifying the jargon is easily the biggest challenge.

This is how...

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