Case Studies Brocade Boosts Target Account Engagement by 144%

Edit This Case Study Record

	Brocade Boosts Target Account Engagement by 144%

Brocade Boosts Target Account Engagement by 144%

Technology Category	Analytics & Modeling - Predictive Analytics Application Infrastructure & Middleware - API Integration & Management Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries	Healthcare & Hospitals Software Telecommunications
Applicable Functions	Business Operation Sales & Marketing
Services	Data Science Services Software Design & Engineering Services System Integration
Challenge	Brocade, a leader in networking solutions, aimed to optimize its web experiences to drive revenue and engage target accounts. The company needed a solution that could integrate with its existing technology to enhance its digital marketing strategy. Shari Horton, senior manager of global marketing operations, was tasked with optimizing Brocade.com to generate greater demand and more revenue. The strategy focused on key named accounts in primary verticals, using website optimization to increase engagement, boost conversions, and grow revenue. Read More
About Customer	Brocade is a prominent player in the networking solutions and services industry, enabling organizations to manage their most vital information assets. The company is dedicated to being the network provider of choice for the world's data centers. Brocade's solutions are utilized in over 90% of Global 1000 data centers, enterprise LANs, and the largest service provider networks. Shari Horton, who joined Brocade’s Demand Center in 2011, played a crucial role in managing the company's complex marketing technology infrastructure and driving its digital marketing strategy. Read More
Solution	Brocade implemented its digital marketing strategy using the Demandbase Platform, which included Aprimo for marketing automation, Adobe Analytics, Adobe Target for message testing, and Salesforce.com. The company launched a pilot to optimize the website experience for key named accounts in the healthcare vertical. The Demandbase solution involved measuring baseline traffic with Web Analytics, implementing Demandbase Forms to improve lead quality and increase conversions, and boosting customer engagement with Website Personalization. By integrating Demandbase with Adobe Analytics, Brocade established a baseline to understand how healthcare accounts interacted with Brocade.com. The company then personalized its homepage hero and spotlight banners to guide visitors with targeted healthcare content. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Application Infrastructure & Middleware - API Integration & Management

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Healthcare & Hospitals

Software

Telecommunications

Applicable Functions

Business Operation

Sales & Marketing

Services

Data Science Services

Software Design & Engineering Services

System Integration

Challenge

Brocade, a leader in networking solutions, aimed to optimize its web experiences to drive revenue and engage target accounts. The company needed a solution that could integrate with its existing technology to enhance its digital marketing strategy. Shari Horton, senior manager of global marketing operations, was tasked with optimizing Brocade.com to generate greater demand and more revenue. The strategy focused on key named accounts in primary verticals, using website optimization to increase engagement, boost conversions, and grow revenue.

About Customer

Brocade is a prominent player in the networking solutions and services industry, enabling organizations to manage their most vital information assets. The company is dedicated to being the network provider of choice for the world's data centers. Brocade's solutions are utilized in over 90% of Global 1000 data centers, enterprise LANs, and the largest service provider networks. Shari Horton, who joined Brocade’s Demand Center in 2011, played a crucial role in managing the company's complex marketing technology infrastructure and driving its digital marketing strategy.

Solution

Brocade implemented its digital marketing strategy using the Demandbase Platform, which included Aprimo for marketing automation, Adobe Analytics, Adobe Target for message testing, and Salesforce.com. The company launched a pilot to optimize the website experience for key named accounts in the healthcare vertical. The Demandbase solution involved measuring baseline traffic with Web Analytics, implementing Demandbase Forms to improve lead quality and increase conversions, and boosting customer engagement with Website Personalization. By integrating Demandbase with Adobe Analytics, Brocade established a baseline to understand how healthcare accounts interacted with Brocade.com. The company then personalized its homepage hero and spotlight banners to guide visitors with targeted healthcare content.

Impact #1	Brocade's Account-Based Marketing healthcare pilot with the Demandbase platform significantly increased its ability to attract, engage, and convert target accounts and measure results.
Impact #2	Personalizing the home page entry experience drove greater website engagement.
Impact #3	Selecting multiple locations for targeted content enabled valuable benchmarking.

Impact #1

Brocade's Account-Based Marketing healthcare pilot with the Demandbase platform significantly increased its ability to attract, engage, and convert target accounts and measure results.

Impact #2

Personalizing the home page entry experience drove greater website engagement.

Impact #3

Selecting multiple locations for targeted content enabled valuable benchmarking.

Benefit #1	36% increase in video views.
Benefit #2	46% increase in page views.
Benefit #3	53% reduction in the bounce rate.

Benefit #1

36% increase in video views.

Benefit #2

46% increase in page views.

Benefit #3

53% reduction in the bounce rate.

Download PDF Version

Overview

Brocade Boosts Target Account Engagement by 144%

Operational Impact

Quantitative Benefit