Case Study: BMC Builds Solid Corporate Story With Lasting Mileage

PureContent

PureContent

About the Client

BMC delivers software, services, and expertise to help more than 10,000 customers, including 84% of the Forbes Global 100, meet escalating digital demands and maximize IT innovation. From mainframe to mobile to multi-cloud and beyond, BMC’s solutions empower enterprises of every size and industry to run and reinvent their businesses to become an Autonomous Digital Enterprise.

Jason Meserve is Lead Strategic Marketing Manager for BMC, responsible for corporate-level messaging. He is a content marketing professional with more than 20 years of experience in product marketing, marketing communications, and technology publishing with an emphasis on writing, digital storytelling, and demand generation. Starting his career as a journalist, Meserve was a Multimedia Editor for Network World which got him into enterprise-level technology. He then made the jump to marketing, with content and product marketing roles at Constant Contact and CA Technologies before landing at BMC in November 2018.

Initiative

BMC brought Mr. Meserve on board to develop and support consistent high-level corporate messaging and thought leadership. He was tasked with developing business-function stories that moved away from the abundance of existing feature-focused product content. There was a lack of thought leadership and Meserve needed to put a process in place to procure content that helped tell BMC’s holistic story across all of its product lines.

A crescendo of content was necessary, but the client lacked the internal resources to create it in-house. In the beginning of 2019, BMC ramped up its AI operations (AIOps) offerings. Content was needed around it to make BMC’s name known in the space. At the time, there were three people on the team, and the client needed help. A demand generation content provider was needed to supply the resources required to build a catalogue of relevant content and implement Meserve’s strategy in his first year at BMC.

Solution

Mr. Meserve needed someone with specific IT industry knowledge and became interested in PureB2B’s content practice. Impressed by the evident employee expertise in the IT industry and the proactive communication from the account executive, Meserve chose PureB2B to implement its PureContent Solution in May 2019, beginning with content for the AIOps area.

Later that summer, one of Mr. Meserve’s colleagues needed content for BMC’s demand stream. Working across PureB2B’s global network of more than 125 million technology buyers, researchers utilized custom surveys to dive deep into the challenges and needs of the decision-makers within BMC’s target personas. From this research, PureB2B’s team of content strategists created highly targeted and relevant content focused on the benefits of automation, particularly in the area of workflow orchestration.

Building the campaign and pricing was a smooth process and Meserve was impressed by the ideas the content team pitched and executed. Along the campaign course, messaging and product enhancements caused some content to pivot to adhere to internal guidelines, and Meserve greatly appreciated PureB2B’s flexibility. BMC utilized the content in several ways including webinar follow up, white papers in public relations efforts, potential blog posts, and bylines for executives.

Hit target goals

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The cliché ‘content is king’ is true. We require a lot of content to keep our demand and thought leadership machine humming. Having a partner that gets our space and story helps the content creation process immensely. With a lot of agencies or freelancers, you have to tell them what you want. PureB2B brought some new ideas to the table that we may not have thought of on our own. Content utilization is huge for us and PureB2B’s strong content made it easy for us to get additional mileage out of it. We also had some product shifts that required us to pivot from the original statement of work, but PureB2B handled it easily.”
– Jason Meserve, Lead Strategic Marketing Manager, BMC

Results

Working with an external team of experts helped Meserve create a solid corporate picture and pulled back the product picture. The automation and demand teams are greatly appreciative of the PureContent campaign which led to additional campaigns with BMC. The automation group had a great year in terms of marketing source pipeline, which is important to the company’s bottom line and growth. Having the right content in place and getting the right offers in front of people was a large factor in the campaign’s success and positioned their executives as thought leaders. The team’s overall productivity has also improved with having more content to utilize.

Content Sponsorship

Lasting content utilization & additional mileage for repurposing

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Increased team productivity

Tactical Persona Targeting

Strengthened marketing source pipeline crucial for BMC’s bottom line

The PureB2B Difference

Rather than being transactional, PureB2B acts as a team player to clients, making their goals and success our own. At PureB2B, the team communicates with you through every step of your campaign lifecycle, providing optimization and flexibility when you need it most. Our online and offline intent generation engines combine to provide intent data that is solely exclusive to PureB2B and our clients.

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