Listed among the S&P 500, BMC Software is one of the largest enterprise software companies in the world, providing network, database, e-business, and performance management.
Following the acquisition of the French company Perform SA, BMC Software needed to generate awareness of its newly acquired network solutions, as well as drive ‘day-one demand’ for each of these products.
The overall objective was broken down into three distinct goals: Build awareness of BMC Software’s Network Management Solutions amongst the target audiences. Drive qualified traffic to BMC Software’s Network product we pages. Generate leads for BMC Software’s sales force via registrations for free trial software and downloads.
In order to accomplish all this , we hit the ground running with an aggressive 3-month campaign targeted at both software influencers and decision-makers. To achieve a balance of brand awareness and lead generation, both the media buy (targeted direct response and broader reach buys) and the offers (white papers for the IT executives vs. demos for IT staffers) were segmented to align with the needs of each individual target audience.
After 1.5M ad views across targeted, relevant sites, we generated about 1,500 downloads of the demo product and 700 downloads of the whitepaper for well over 2,000 qualified leads which were added to the sales database.
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