Today’s MarTech Top Voice features the Chief Marketing Officer of Infinidat, Eric Herzog.
Data is the new battleground– and keeping it safe and secured remains one of the biggest challenges for the CIOs and CISOs in 2025. As organizations confront an onslaught of cyber threats while racing to harness the promise of AI, the role of storage infrastructure has transformed from silent utility to strategic enabler. At the forefront of this shift stands Eric Herzog, Chief Marketing Officer at Infinidat—a company redefining what it means to be enterprise-ready.
As part of our MarTech Top Voice series, we sat down with Eric ahead of the RSA Conference 2025 next week , where Infinidat is all set to make waves with its AI-ready storage platforms and cutting-edge cyber resilience solutions. From the main stage to Booth #5172, the company is showcasing what’s next in enterprise storage—offering IT leaders not just tech specs, but strategic foresight.
But this conversation isn’t just for CISOs and infrastructure heads.
For CMOs and demand generation leaders navigating the same digital terrain, Eric’s perspective is a masterclass in aligning product innovation with market urgency. For instance, his recent session at the Digital Transformation Expo (DTX) 2025 (UK), The New Frontier of Enterprise Storage: Cyber Resilience & AI, delivered a broader narrative on enterprise IT storage and cyber resilience. Eric’s ideas resonate with any C-suite leader: how do you protect the crown jewels of your business while building for the next wave of intelligent transformation — in Marketing and Sales, IT, Finance, HR, AI, and Legal?
In this interview, Eric unpacks how Infinidat’s marketing strategy mirrors the company’s engineering vision—bold, resilient, and built for scale. He dives into the storytelling behind cyber storage, how marketers can speak to both risk and reward, and why aligning with IT and security teams has become non-negotiable in today’s enterprise sales motion.
Whether you’re a CMO looking to deepen your understanding of the tech landscape or a demand gen leader exploring high-intent enterprise buyers, Eric’s insights offer a fresh lens on how to build and market category-defining products in a high-stakes, AI-driven world.
Join Eric Herzog, Chief Marketing Officer at Infinidat, as he shares his insights on breakthrough tech marketing, brand transformation, and the future of enterprise storage.
MarTech Insights (MTI): Hi Eric, Welcome to the Martech Top Voice interview series. You have worked for big companies and small companies that have been acquired by bigger companies. What has been your recipe for success?
ERIC HERZOG: I am truly honored to have received the prestigious recognition as a 2025 Global B2B CMO 100 Award Winner in the HotTopics’ competition for the leading B2B CMOs in the tech field, especially since my peers were the ones who voted for me. I have been a CMO and SVP at several Fortune 500 companies, such as IBM (twice), EMC, and Maxtor, but I have also worked at eight storage technology start-ups.
I’m very excited about the enormous potential that Lenovo’s pending acquisition of Infinidat will unlock after the deal is completed, which is expected in the second half of 2025.
To answer your main question, my recipe for success is basically a combination of Fortune 500 scale and start-up agility coupled with a powerful belief that marketing must have an integrated approach to help deliver a company’s revenue and profit objectives.
I have brought to my role as CMO of Infinidat a blend of senior-level experience in all facets of the integrated marketing mix, product management with P&L responsibility, sales, operations, HR, finance, and business development. I have amassed technical knowledge and deep insights over four decades in enterprise storage, and, in keeping with the ‘recipe’ metaphor, I add pinch of creativity that keeps our customers delighted and the competition off balance.
MTI: What has your extensive experience in the enterprise storage industry taught you about marketing?
Eric: My experience in the storage industry for 40 years has taught me that understanding the customer journey to buy enterprise storage solutions is critical for marketing to them at different stages of the buying cycle, whether it’s a refresh, a consolidation phase, or fine-tuning. It’s important to take an integrated approach and educate customers on a wide range of things, so they don’t just understand ‘how’ but they also understand ‘why’ enterprise storage is evolving and changing, such as the rise of cyber storage resilience, hybrid multi-cloud, and Storage as a Service. At Infinidat, we have an advantage by being our customers’ trusted advisor, and we incorporate the trusted advisory role even in our marketing.
Today, we reach customers and prospective customers in more digital ways than we did decades ago, giving buyers more flexible choices of how they want to consume information and insights, but the fundamentals are the same – help customers make the best decision for their business and technical needs and use marketing to show them the paths to their success with a brand that they can trust. I’m proud to have led efforts to transform the Infinidat brand over the last three years into an award-winning, high-end enterprise storage and next-generation data protection brand.
MTI: What fuels your approach to breakthrough tech marketing? How have you been able to market AI and automation solutions for enterprise storage and get tangible results?
Eric: Being a visionary marketing leader requires setting the bar high. To execute true breakthrough tech marketing, it can’t just be a few digital ads here and a digital promotion there. A strategic integrated approach to marketing is needed, blending rich content, educational material, industry influencers, localization, and a powerful solutions focus with the modern marketing flair and global digital reach.
My team and I are continuously coming up with exciting marketing mixes that leverage industry analysts and press, sponsored content, podcasts, and webinars. I have done well over 100 webinars, customer presentations and industry events presentations on how Infinidat delivers solutions that drive strong business and technical benefits for enterprises. They are available on the Infinidat website. Also, I drive an approach to think globally but act locally, so we can make the content as relevant to each country as much as possible.
Furthermore, I have very strong relationships with IT and storage industry analysts and the most influential journalists who move the needle in the storage market, such as Chris Mellor at the most followed storage-centric website in the world: Blocks and Files.
What makes it easier and fun to market AI and automation solutions is that Infinidat has an amazing AI story, starting off with our RAG architecture and Agentic AI capabilities. Our customers are able to get tangible results because they can leverage their existing InfiniBox infrastructure to deploy new AI applications and workloads, without having to buy specialized equipment. Infinidat makes AI-powered enterprise storage easier to deploy and manage.
MTI: You have transformed the Infinidat brand over the last three years. What does the Infinidat brand mean in the enterprise market and among service providers today?
Eric: As a brand, Infinidat has become the standard for storage solutions in the enterprise. We consistently deliver on our brand promise for industry-leading performance, 100% availability, automation-driven simplicity, comprehensive cyber storage resilience, and the best white glove service – all while lowering OPEX and CAPEX costs for our enterprise customers. The Infinidat brand now means best-in-class innovation and solutions for the high-end enterprise market − bar none.
Infinidat is differentiated, and our brand is memorable. When storage buyers see the ultraviolet color of our brand, they think about Infinidat for cyber resilient enterprise storage. The Infinidat name means quality, reliability, solutions centricity, and innovation. There is power in the Infinidat name. It has taken years to build up the trust in the market for the Infinidat name. The strength of the Infinidat brand is more powerful than ever.
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MTI: How have you built up so much influence? What types of content do you prefer to share with your connections and why?
Eric: I am honored to be recognized as a thought leader in the enterprise storage market. I am always looking to share my insights and to evangelize about the trends and shifts happening in the storage market. As my followers can attest after reading my articles on Forbes.com, my blog posts on the Infinidat website and my numerous articles in the IT, cybersecurity, and storage press, I operate on the leading edge of enterprise storage.
I am pushing the envelope on content to give my audience forward-looking information that, if they grab it and apply it, will transform their storage infrastructure and help them make more strategic decisions – the kinds of decisions that will get them promoted and get them recognized. Through a myriad of content, including articles, blogs, webinars, social media posts, press releases, podcasts, and videos, I aim to empower enterprise storage buyers, ranging from CIOs and CISOs to IT directors and storage admins, to make better decisions by understanding where storage is headed and how it solves not only their technical problems but delivers powerful solutions to solve major business problems.
MTI: How has marketing enterprise storage evolved in the last 5-10 years?
What impact has increasing focus on the business value of IT solutions, as well as the convergence of cybersecurity and storage, had on the evolution of marketing enterprise storage solutions? How do you manage these at Infinidat?
Eric: Before the digital revolution that was unleashed over 15 years ago, marketing in the storage industry relied heavily on print advertising and trade shows. But with the rise of digital marketing and social media networks, such as LinkedIn, we’ve seen a massive shift to digital tools as the way to spread the word about advancements in enterprise storage.
At the same time, we have experienced an evolution from being focused almost entirely on technical value to showcasing the business value of enterprise storage solutions. For example, enterprise customers can get an ROI on their enterprise systems within 11 months with Infinidat.
Quantifying this return on an IT investment ushers in this business value into the C-suite of enterprises. Furthermore, the integration of automated cyber storage resilience into an organization’s corporate cybersecurity strategy has broken down the traditional barriers between storage and security. This has fundamental implications for marketing.
Through our marketing strategies and communications initiatives, we are telling a highly compelling story that draws more and more enterprises to Infinidat. It’s a story about game-changing innovation for high-end enterprises, offering robust business value and the capabilities to knock out the harmful impact of cyberattacks on data infrastructure.
MTI: How do you stay on top of what customers and partners want? Could you please tell us more about your customer acquisition strategy for the current year?
Eric: One way we stay on top of feedback from our enterprise customers is Gartner Peer Insights.
I believe that, as the ‘go to’ site for IT buyers of enterprise-class technology solutions, Gartner Peer Insights is the industry-standard enterprise reviews and ratings platform. It keeps us attuned to the feedback that Infinidat’s customers are providing, and this feedback is central to our customer acquisition strategy because we know what high-end enterprises want.
Infinidat was named a 2025 Gartner Peer Insights Customers’ Choice in the Gartner Peer Insights “Voice of the Customer”: Primary Storage Platforms. This enterprise customer-centric recognition was the seventh time that Infinidat has been recognized − five times as an overall Customers’ Choice and two times as a North America region Customers’ Choice.
There is no stronger endorsement of Infinidat’s enterprise storage solutions than to read positive feedback from customers. At the same time, we stay extremely close with our channel partners and work together to deliver excellent value to our joint customers. It’s a symbiotic relationship that works extremely well, and I know everyone in the channel, which makes it fun for me.
As a company, we’re going to take the channel to new heights.
Lastly, I am very anti-Ivory Tower marketing. If you want to market to an audience, you need to see that audience. I visit customers constantly and insist my marketing leadership team does as well. From working at end-user events to visiting customers with the Infinidat sales team to visiting the customers of our channel partners, my team and I are constantly in the field to understand our customers, their issues, their technical needs, and their business needs.
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MTI: How do you approach a big role in marketing?
Eric: I approach the most senior role in marketing with high energy, deep insights about the market and the channel, and a relentless drive to win. It is not just about being a strong manager, but being an inspirational leader as well. I ensure that any marketing team that I lead is multi-faceted, comprehensive, and bursting with a magnetism that makes the brand and the enterprise storage solutions irresistible. It is imperative that my marketing groups work as a team with each other and other functions of Infinidat.
As I always say, “Business is a Team Sport.” I grew up in the storage industry and played a role in shaping it for decades. I believe that the best days of enterprise storage are still ahead.
My experience enables me to make the most of all the amazing innovations and advancements taking place, especially with AI in storage, such as Infinidat’s RAG architecture. As a visionary marketing leader, I know how to set the excitement about enterprise storage ablaze and drive business by increasing customer demand and leveraging the channel for strategic sales. Doing marketing for high-end enterprise storage solutions is like doing marketing for Porsche, Ferrari, McLaren, Aston Martin, Maserati, BMW and Mercedes. Speed, handling, availability, reliability, and fun to ‘drive’ – that’s Infinidat’s enterprise storage solutions just as much as your favorite sports car. A big role in marketing deserves a big marketing ‘engine’ that revs up business and magnifies the brand.
MTI: What advice do you give to young marketing professionals starting in the tech space?
Eric: My advice to young professionals who are getting into this space is to learn as much about the evolution of enterprise storage as you can, learn how to make a case for the business value of software-defined storage solutions, and think holistically about how storage integrates with other IT pieces of the puzzle, such as cybersecurity and hybrid multi-cloud. Learn as much as you can about the storage market; you can even read the 2025 storage trends that I published in December 2024 as a starting point. I also point young professionals in this industry to Herzog’s Dirty Dozen, a set of blogs (Part One and Part Two) that lay out the ‘pain points’ of enterprise when it comes to storage – and what has been done about them. Knowledge is power in marketing! May the marketing force be with you!
MTI: What are your keys for leading high-performance marketing teams?
Eric: My keys to leading a high-performance marketing team involve motivating my team members, keeping my team aligned to the bigger vision of what Infinidat must accomplish, and setting high expectations that bring out the best in people.
My global marketing team at Infinidat may be comparatively small, but they go up against some of the biggest marketing teams in the storage industry. My marketing team has been independently validated by an open, public vote of industry peers and experts as exceptional.
Last year, my marketing team was awarded a 2024 OnCon Icon Award, bestowing special recognition on them as one of the Top 50 Marketing Teams in the world. Infinidat’s marketing team has been instrumental in catapulting awareness of the company as an innovator and articulating the business value of Infinidat’s broad portfolio of enterprise storage solutions.
Thank you so much, Eric for sharing your insights with our audience. We look forward to having you again with us.
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About Eric
Eric Herzog is the Chief Marketing Officer at Infinidat. Prior to joining Infinidat, Herzog was CMO and VP of Global Storage Channels at IBM Storage Solutions. His executive leadership experience also includes: CMO and Senior VP of Alliances for all-flash storage provider Violin Memory, and Senior Vice President of Product Management and Product Marketing for EMC’s Enterprise & Mid-range Systems Division.
About Infinidat
Infinidat was founded in 2011 by a team of storage industry experts focused on returning business value to customers by eliminating the compromises between performance, availability, and cost, at multi-petabyte scale for enterprise storage. The Infinidat team, spanning generations of storage industry experience and previous product successes, has become an industry leader by developing a better, faster way to store and protect multiple petabytes of data, with the highest possible availability, at the lowest possible cost.
