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.
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.
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.