CA Technologies: A model of research-driven content marketing | Grist

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CA Technologies: A model of research-driven content marketing

An annual global survey of senior business and IT executives enables this leading software firm to build brand, generate leads and facilitate sales.

Client

CA Technologies is one of the largest software firms in the world, working with many of the Fortune Global 500 companies, government organisations, educational institutions, and thousands of other companies. Based in the US, with offices in 40 countries and just over 11,000 people, the firm posted $4 billion in revenue for FY2016. 

Challenge

Business is being redefined by digital innovation. How rapidly and successfully firms embrace a software-driven digital transformation strategy will be a critical driver of their competitive advantage. CA needs to position itself at the centre of this debate: “We have the depth of technology, expertise and scale to help companies succeed in the application economy,” says Jackie Kahle, VP, Research and Content Director. “But you need to be in the game to win it.” 

Solution

Six years ago CA started an annual survey-driven content marketing programme to act as the foundation for thought leadership engagement around disruptive trends, innovation, digital transformation and the app economy. The objectives were threefold: brand awareness, demand generation and sales enablement.

To find out more about CA Tech's survey-driven content marketing programme please download the full case study:
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Account manager: Mark Wellings

Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients. Prior to co-founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York, publisher for Financial Times Newsletters and Management Reports in Hong Kong and senior commissioning editor for Thomson Learning in London.

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