Brocade Boosts Target Account Engagement by 144%
Company Size
1,000+
Region
- America
Country
- United States
Product
- Demandbase
- Aprimo
- Adobe Analytics
- Salesforce.com
- Adobe Target
Tech Stack
- Demandbase
- Aprimo
- Adobe Analytics
- Salesforce.com
- Adobe Target
Implementation Scale
- Pilot projects
Impact Metrics
- Brand Awareness
- Customer Satisfaction
- Productivity Improvements
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
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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