Evolving CA Technologies’ Customer Relationships through ABM
increase in brand awareness
CA Technologies was an American multinational software company that developed and published enterprise software. The company was acquired by Broadcom Inc., a global technology leader that designs, develops, and supplies semiconductor and infrastructure software solutions.
CA Technologies aimed to target their most valued customers and potential prospects with a dedicated ABM campaign that both complemented and celebrated the work being done by account and client teams to raise the number, value, and scope of their respective relationships.
Hotwire activated the ABM campaign, resulting in heightened brand awareness, with an increase of 24% exposure. This was reflected in the Net Promoter Score (NPS) increasing in the next survey.
Plan: Bridge the Gap
Hotwire needed to determine CA Technologies’ value proposition as a company:
CA Technologies had been a trusted partner to large retail banks, supporting their business transformation through an era of profound and rapid change.
The company was uniquely positioned to bridge the gap between business and technology to help build the bank of tomorrow – agile, innovative, digital-first and designed with resilience built in for a rapidly changing world.
Deliver: Activate ABM
Hotwire aimed to evolve relationships with CA Technologies’ customers and future prospects in multiple ways:
Hotwire delivered CA Technologies’ value proposition to key IT and technology stakeholders within Barclays Bank and HSBC, ensuring that the creative visuals and campaign wrapper elevated this message
Each account lead at CA Technologies focused on what made the opportunity with the bank unique and highlighted the concepts and themes that would raise the value and scope of their most important customer relationships
The creative used in the campaign imitated Barclays and HSBC’s brands look and feel to create immediate alignment
Prove: Evolve Relationships
Hotwire yielded notable results directly impacting CA Technologies’ bottom-line:
The ABM campaign resulted in $5 million generated within the existing pipeline in just twelve weeks from deployment
The account team was able to activate a sizable opportunity and move forward with their engagement with the target account
In addition, brand awareness and the overall positioning saw an increase of 24% following the campaign, and an overall improvement on NPS.