“Using Demandbase Website Optimization to deliver relevant content to our target accounts was key to reducing our bounce rate 53% and increasing click throughs 144%.” -Shari Horton, Brocade
Engage Target Accounts and Optimize Experiences to Drive Revenue
Brocade is an industry leader in networking solutions and services that enable organizations to manage their most vital information assets. The company’s mission is to be the network provider of choice to the world’s data centers. Today, Brocade solutions are used in over 90% of Global 1000 data centers as well as in enterprise LANs and the largest service provider networks.
Shari Horton joined Brocade’s Demand Center in 2011 as senior manager of global marketing operations. Assuming responsibility for Brocade’s complex marketing technology infrastructure, she applied strategy and vision to the goal of optimizing Brocade.com to generate greater demand and more revenue. Horton crafted Brocade’s digital marketing strategy to include a focus on key named accounts in its primary verticals, using website optimization to increase engagement, boost conversions, and grow revenue. To implement this strategy, Brocade required a solution that could easily integrate with its existing technology.
Attract, Engage, Convert and Measure with the Demandbase Platform
Horton led the selection and deployment of Demandbase to leverage a technology environment that included Aprimo for marketing automation, Adobe Analytics, Adobe Target for message testing, and Salesforce.com. Brocade implemented its digital marketing strategy using the Demandbase Website Optimization Suite. After identifying its top three verticals and the target accounts in each, Brocade launched a pilot to optimize the website experience for key named accounts in the healthcare vertical. Its Demandbase solution included:
Establishing baseline traffic on Brocade.com. Before making any changes to its website, Brocade integrated Demandbase with Adobe Analytics and let the clock run for 60 days to determine how its key healthcare accounts were interacting with Brocade.com. By establishing this baseline, Brocade discovered:
- 25% of healthcare visitors entered Brocade.com from the homepage; 75% entered via an ad campaign or the customer resource portal—My Brocade. This was a key finding from the pilot.
- The top three destinations for healthcare visitors were the homepage, switches page, and healthcare page.
- Healthcare accounts were the eighth most frequent visitors to Brocade.com.
Implementing smart forms to improve lead quality and increase conversions. Brocade used Demandbase to shorten its Aprimo lead form, reducing form friction and increasing conversions while adding valuable account information behind the scenes.
Engaging its customers on Brocade.com with relevant content. Once it had baseline information for how customers engage with Brocade.com, Brocade used its homepage hero and spotlight banners to guide visitors along a path with targeted healthcare content.
Demandbase Website Optimization Increases Healthcare Engagement
Brocade’s target account-based marketing healthcare pilot with Demandbase Website Optimization significantly increased its ability to attract, engage, and convert target accounts and measure results. During the pilot, the company confirmed that:
- Personalizing the home page entry experience drives greater web site engagement
- Selecting multiple locations for targeted content enables valuable benchmarking
- Targeted content on the homepage far outperformed similar content on interior pages
Brocade learned that the healthcare website optimization pilot increased click throughs on the home page hero banner by 144% and on the spotlight banner by 122%. In addition, while reducing the bounce rate by 53%, website optimization increased:
- Video views by 36%
- Page views by 46%
- File downloads by 86%
- Time-on-site by 26%
In the future, Brocade plans to apply the same process used for healthcare to other key verticals. In addition, to drive more target accounts to the optimized experience it offers on Brocade.com, Brocade is evaluating Demandbase Company-Targeted Advertising.