Driving activation with brand awareness increase.

Avista crafts awareness-stage content assets that activate buyers.

Client: Commvault

Website: commvault.com

Industry: Data protection software

Content Asset Creation

Branding & Messaging

Awareness-Stage Assets Created

Increase in Inbound Leads

Increase in Top-of-Funnel Engagement

Higher Average Selling Price

CHALLENGE

Supercharge early stage content.

Commvault, the leader in enterprise backup, recovery, and archive software for cloud and on-premises environments, started reworking its digital marketing strategy. After a detailed inventory of its available assets, they determined that the lion-share of its digital assets fell into the mid-stage of its buyer’s journey – with far too little available for top-of-funnel awareness. Commvault knew that awareness-stage content would drive the highest activation and engagement, so it needed to supercharge its early-stage content to drive new leads – fast.

SOLUTION

A market-in methodology aligns content strategy.

Avista quickly worked with Commvault to identify top personas and aligned packages of content to engage each. Using a market-in rather than a vendor-out viewpoint approach, the content focused on the top pain points faced by each of Commvault’s personas. Avista engaged its extended team of technology writers – also regular technology trade media journalists with a high depth of industry knowledge – to build awareness assets, including whitepapers, mini-papers, Slideshares, eBooks, infographics and more.

RESULTS

Double the inbound lead traffic, 15% more closed deals.

The new awareness stage content packages were rapidly embedded into Commvault’s digital marketing strategy and placed into action in content syndication outlets, outbound nurturing campaigns, self-nurturing programs and on entry-point webpages on Commvault.com. As a result of leveraging the broad set of awareness content – with well-targeted positioning and expertly crafted content developed by Avista’s journalist writers – Commvault saw a significant 45% increase in its top-of-funnel prospect engagement. This high engagement dramatically impacted digital marketing results. In fact, Commvault’s digitally engaged accounts closed 15% more often than its non-digital accounts and at a 20% higher Average Selling Price (ASP) for a direct bottom-line return. By delivering more relevant high-value content, inbound-led traffic doubled from 20% to 40% at the end of the program period.

View Commvault digital content

Avista’s ability to deliver actionable marketing content that stimulates and engages target audiences helped Commvault move prospects along the buying cycle to create leads that drive results.”