{"id":10,"date":"2024-12-16T21:09:56","date_gmt":"2024-12-16T21:09:56","guid":{"rendered":"https:\/\/splashmaker.splashmetrics.com\/wqIa9nPixWOd1SHBUAazuNXF_rBcf0UA2qBHtlSapG\/dynamic_content\/version01\/"},"modified":"2025-02-09T17:37:20","modified_gmt":"2025-02-09T17:37:20","slug":"agency","status":"publish","type":"dynamic_content","link":"https:\/\/splashmaker.splashmetrics.com\/wqIa9nPixWOd1SHBUAazuNXF_rBcf0UA2qBHtlSapG\/dynamic_content\/agency\/","title":{"rendered":"Agency"},"content":{"rendered":"\n
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A CUSTOMER SUCCESS STORY<\/h4>\n\n\n\n

Thanks for continuing your journey <\/strong>! This AI-driven Case Study explores the specific
value Splashmetrics brought to CA Technologies<\/strong> – and how it can similarly benefit <\/strong>.

It is customized for your particular role as <\/strong> and provides some
specific takeaways for Agencies<\/strong> like yours.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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CA Technologies<\/h4>\n\n\n\n

Splashmetrics becomes the go-to technology to close CA’s marketing and sales gap.<\/h5>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

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\u2019s longer-term efforts.<\/p>\n\n\n\n

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\u2019s journey.”<\/p>\n\n\n\n

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\u2019s ability to analyze and dissect usage data as granularly as Splashmetrics allowed us to do for the SplashMaker content for CA\u2019s various Product Marketing efforts.”<\/p>\n\n\n\n

Broadcom then acquired CA Technologies, at which time Broadcom\u2019s Symantec business unit, seeing the results of CA\u2019s Splashmetrics use, also adopted Splashmetrics into its own product areas – for a grand total of 4 divisions and 15 product areas, showing its enterprise-wide value and scalability.<\/p>\n<\/div>\n\n\n\n

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INDUSTRY
Technology<\/p>\n\n\n\n

SIZE
14,000 Employees<\/p>\n\n\n\n

HEADQUARTERS
New York, New York<\/p>\n\n\n\n

PARENT COMPANY
Broadcom, Inc.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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Kudos…<\/em><\/h5>\n\n\n\n

“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.”<\/em><\/p>\n\n\n\n

Anna Orban-Imreh, Sr. Director of the Business Value Analytics program, CA Technologies
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Challenge<\/h4>\n\n\n\n

For each of CA\u2019s 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 \u2018lookbooks\u2019 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.<\/p>\n\n\n\n

Additionally, CA\u2019s marketing efforts were not set up to nurture Buyers throughout the entire buyer\u2019s 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. <\/p>\n\n\n\n

It was often challenging to launch new nurture emails and assets and this process would often take several months with no success.<\/p>\n\n\n\n

In short, CA struggled in the following areas:<\/p>\n\n\n\n

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  1. Bridging the gap between lead generation and the buyer’s sales journey<\/li>\n\n\n\n
  2. Ineffective collaboration between marketing and sales teams<\/li>\n\n\n\n
  3. Lack of sequential, smart content design and limited lead nurturing<\/li>\n\n\n\n
  4. Difficulty in launching new content and assessing campaign success<\/li>\n<\/ol>\n\n\n\n

    Solution<\/h4>\n\n\n\n

    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\u2019s 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\u2019s journey.<\/p>\n\n\n\n

    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.<\/p>\n\n\n\n

    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.<\/p>\n\n\n\n

    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.<\/p>\n\n\n\n

    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\u2019s stack. <\/p>\n\n\n\n

    In short, Splashmetrics provided:<\/p>\n\n\n\n

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    1. Improved collaboration between teams across the organization<\/li>\n\n\n\n
    2. Integration with MA\/CRM systems like HubSpot for a more strategic approach to demand generation and content programs<\/li>\n\n\n\n
    3. Streamlined tracking and reporting mechanisms<\/li>\n\n\n\n
    4. Analytics and insights into the usage of interactive content<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n\n\n\n
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      Results<\/h4>\n\n\n\n

      Within one year of implementing Splashmetrics, CA saw the following results:<\/p>\n\n\n\n

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      1. Drastic reduction in redundancy, cost, and time-to-market for product marketing content initiatives<\/li>\n\n\n\n
      2. Drastic increase in engagement with Splashmetrics smart content over traditional content<\/li>\n\n\n\n
      3. Greatly reduced time and cost for content creation and management<\/li>\n\n\n\n
      4. Enhanced assessment of campaign success and more confident planning of future campaigns<\/li>\n\n\n\n
      5. Elimination of separate tracking mechanisms, saving time and resources<\/li>\n\n\n\n
      6. Improved collaboration between marketing and sales teams<\/li>\n\n\n\n
      7. More effective lead nurturing throughout the buyer’s journey<\/li>\n<\/ol>\n\n\n\n

        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. <\/p>\n\n\n\n

        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. <\/p>\n<\/div>\n\n\n\n

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        CA SplashMaker Content<\/em><\/h5>\n\n\n\n
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        Reach out via the chat icon below for a demo of this content.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n\n\n\n

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        What does this all mean for Agencies like yours?<\/h4>\n\n\n\n

        Simple. You can trust Splashmetrics to deliver for your clients, just as it has for CA Technologies, Symantec, Broadcom 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…<\/p>\n\n\n\n

        <\/strong> will be on the leading edge of developing a completely new line of client services for the rapidly growing AI-driven self-serve era. <\/em><\/strong><\/p>\n\n\n\n

        To self-serve a full-funnel, AI-driven sales journey demo with customer content examples like the CA content above,<\/strong> reach out via the chat icon to the lower right<\/strong>.<\/p>\n\n\n\n

        Or to schedule a call with our team so you can see how the buyer-direct data works within a CRM,<\/strong> just select the button below<\/strong>.<\/p>\n\n\n\n

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        SCHEDULE A PERSONALIZED DEMO<\/a><\/div>\n<\/div>\n\n\n\n
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