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Insight-led MSP campaign for CA Technologies

Managed Service Providers are an important target market for CA Technologies. OneGTM worked with CA to deliver an insight-led campaign, which focused on what MSPs need to do to survive and thrive in the new ‘Application Economy’.

The Client

CA Technologies is one of the world’s largest software businesses. CA creates software that fuels transformation for companies and enables them to seize the opportunities of the Application Economy.

The Challenge

As businesses move increasingly to consume IT as a service, Managed Service Providers are becoming an important market for CA’s software. CA has a strong portfolio of solutions to help MSPs run their business and differentiate their service offerings, but had previously had limited success selling into the MSP market in EMEA.

CA Technologies engaged OneGTM to build a programme to help grow its business with MSPs in EMEA, based on our understanding of the EMEA market and our experience working in this sector.

Our Solution

We initially worked with CA stakeholders to ensure CA’s value proposition to MSPs was clear and could be articulated in a compelling way. We then developed a campaign strategy and messaging framework to build awareness and engagement with MSPs.

The strategy for the campaign was focused on engaging MSPs with an insight-led programme based on the theme ‘MSPs and the Application Economy’. The objective was to capture MSP interest by talking about the changing IT landscape and the implications for their businesses, rather than pushing CA products.

The Application Economy theme aligned with CA’s broader enterprise marketing programmes and enabled us to leverage research that CA had carried out into the development of the Application Economy and the implications for how businesses use IT.

The campaign was to be executed across EMEA by CA’s in-country marketing teams. We developed a comprehensive toolkit to support an integrated campaign approach which utilised a combination of inbound and outbound activities.

The toolkit included:

  • Content assets including a viewpoint paper, an infographic and a series of articles
  • Communications assets including emails, web banners and microsites
  • Briefing tools including a Campaign Guide for marketing teams, and briefings for CA’s sales and telemarketing teams.

The campaign was rolled out across EMEA over a six month period in the first half of 2015.

The Results

The campaign exceeded its goals in terms of generating leads and pipeline. The content assets were also used to generate significant coverage via relevant media and websites, and over 800 leads were generated through downloads of content via the campaign microsite.

What the client said...

Developing content around the Application Economy meant that we could engage with the channel around issues that really mattered, rather than talk just about our products. We were very pleased with the response we got from the channel - the approach certainly worked.

Adam Binding, EMEA Channel Marketing Manager, CA Technologies

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