CA Technologies, one of the largest software firms in the world, started an annual survey-driven thought leadership programme to act as the foundation for engagement around disruptive trends, innovation, digital transformation and the app economy. The objectives were threefold: brand awareness, demand generation and sales enablement.
CA worked with Grist in 2017/18 on a survey of 1,770 senior business and IT executives at large enterprises in 21 countries and 10 vertical sectors. A phone and web-based approach to field research was used, plus a follow-up programme of interviews to elicit deeper insights and probe survey findings.
A series of three reports formed the nucleus of three campaigns across the year, each phase had a range of ‘top-of-funnel’ activity and assets designed to raise awareness and drive prospects to the reports. This included extensive PR activity, infographics, SlideShares, blog posts, case studies, industry sector summaries, tweets, and LinkedIn, Facebook and Google+ updates.
All three objectives had clear targets and straightforward measurements. “It’s a major investment in terms of research, asset creation and outreach,” says Jackie Kahle, VP, research and content director. “We need to know if it works, so we closely measure performance against each objective. We’re working on this for the seventh straight year, which is testament to the great results and the value of doing these types of integrated research programmes.”
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