Thanks for continuing your journey ! This AI-driven Case Study explores the specific
value Splashmetrics brought to CA Technologies – and how it can similarly benefit .
It is customized for your particular role as and provides some
specific takeaways for Agencies like yours.
CA Technologies, a large software company with 14,000 employees, including a marketing team of 400 professionals, used Splashmetrics content across 11 product areas – including smart, hyper-personalized Infographics, Assessments, and ROI calculators – with the Analytics component of the platform tracking enterprise-wide usage and efficacy.
CA adopted Splashmetrics to help close a gap that existed between its Marketo-based lead generation and nurture approach and a true entry into the buyer journey.
The multi-tier capabilities of Splashmetrics for the planning, collaboration, management, and ongoing measurement of these initiatives across the entire enterprise were viewed as a powerful enabler of the marketing team’s longer-term efforts.
According to a senior marketing leader there, the Splash Planner “helped define the way in which marketing and sales work together to move a buyer through the latter stages of the buyer’s journey.”
And according to the buying team lead evaluating Splashmetrics, “none of the marketing team members involved in the evaluation had been aware of any similar offerings in the market. The value proposition of Splashmetrics is unique as is the platform’s ability to analyze and dissect usage data as granularly as Splashmetrics allowed us to do for the SplashMaker content for CA’s various Product Marketing efforts.”
Broadcom then acquired CA Technologies, at which time Broadcom’s Symantec business unit, seeing the results of CA’s Splashmetrics use, also adopted Splashmetrics into its own product areas.
INDUSTRY
Technology
SIZE
14,000 Employees
HEADQUARTERS
New York, New York
PARENT COMPANY
Broadcom, Inc.
“The unique concept of Splashmetrics and the proven ability of the platform to transform how vendors think about and affect the buyer’s journey is very enticing. Splashmetrics is a reliable partner in implementing these initiatives.”
Anna Orban-Imreh, Sr. Director of the Business Value Analytics program, CA Technologies
For each of CA’s 100 plus software products the marketing team created a wide host of marketing assets, but most were not designed to work in a sequential fashion. Other smart content CMS platforms were evaluated to allow teams to group traditional assets into ‘lookbooks’ but it proved challenging to engage IT and the web team in launching such an initiative for just one product group let alone to ensure adoption and launch across the organization.
Additionally, CA’s marketing efforts were not set up to nurture Buyers throughout the entire buyer’s journey but would only nurture prospects until they became a lead. After that, leads were flipped to the BDR teams who would try to convert them, and if they did convert, they would go to direct sales. All nurture stopped at that point since that was how Marketo was designed.
It was often challenging to launch new nurture emails and assets and this process would often take several months with no success.
In short, CA struggled in the following areas:
CA Technologies engaged Splashmetrics for its hyper-personalized sales-oriented SplashMaker smart content. The first key benefit marketing teams saw was the fact that Splashmetrics simplifies the buyer’s journey and enables the prioritization of quality content versus an endless amount of floating content offered up without prioritization. The embedded process allowed CA and Symantec content owners to prioritize the most valuable pieces of content based on the solid purpose behind them and the value they provide in the buyer’s journey.
The second key benefit was that it gives buyers immediate pre-purchase feedback based on their inputs and that provides the sales teams much deeper buyer-direct data in the CRM that they don’t otherwise have from traditional content.
The engagement began with a pilot program where SplashMaker smart infographic/assessments were built for three product groups. Buyer engagement with this content surged 800% over what was previously used. CA then scaled this infographic/assessment initiative to eight more product groups.
With further success of the initiative, CA then added SplashMaker eBooks and ROI calculators, aligned with its sales pipeline stages – and grew the product group footprint to fifteen.
From these content assets, a completely new class of Buyer Data was pushed into the CRM for sales to leverage. And the powerful analytics capability in Splashmetrics provided insights and data not available in other platforms in CA’s stack.
In short, Splashmetrics provided:
Within one year of implementing Splashmetrics, CA saw the following results:
By implementing Splashmetrics, CA Technologies was able to address key challenges in their marketing and sales efforts, improve collaboration between teams, and enhance their buyer’s journey.
The platform’s analytics and insights provided valuable data for assessing campaign success and planning future initiatives, ultimately leading to a more strategic and effective approach to demand generation and content programs.
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Simple. You can trust Splashmetrics to deliver for your clients, just as it has for CA Technologies and other businesses – both enterprise and mid-market. It’s powerful. It’s scalable. And it’s the only AI-driven selling platform on the market specifically built for self-serve Buying. And that means…
will be on the leading edge of developing a completely new line of client services for the rapidly growing AI-driven self-serve era.
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