The Splunk platform removes the barriers between data and action, allowing IT and Security teams to ensure maximum security. As the global pandemic dramatically increased the reliance on digital platforms, Splunk needed to quickly scale up its demand generation efforts to keep up with market demand.
The campaign’s overall objective was to impact Splunk’s bottom line with increased pipeline contribution from digital channels. Specifically, the brand was aiming to expand the opportunities for marketing attributed pipeline from new tactics.
Diversifying Splunk’s mix of lead generation providers (and eliminating a few less qualified and less transparent) would introduce them to new audiences, technological advancements and prove an even stronger ROI for lower investment costs.
Within one quarter, we were already able to see initial opportunities develop into seriously impactful sales results like a 27% increase in ROI QoQ and 53% pipeline YoY. Furthermore, influenced first-touch attribution pipeline contributions increased 94% and full-path attribution increased 44%.
The revitalization of Splunk’s content syndication program improved ROI by 27% QoQ, providing long-term thinking with successful growth strategies in a world of daily optimizations. By upgrading an already successful content syndication program, Splunk gained better traction with the prospective accounts that meant the most to their business. The brand established an engaging demand generation foundation from which they could further combine more targeted channels and innovate strategies into the future. This campaign ultimately diversified how Splunk’s digital efforts influenced the pipeline.
Splunk’s always-on content syndication program has historically proven to be a reliable source of return on investment. However, the program’s mix of demand generation partners needed diversification at scale and additional optimizations.
Splunk’s marketing efforts could work smarter, not harder, with the content they already had in play. With the audience’s interests in mind, Splunk started a new digital campaign based on ‘Observability’ for DevOps and IT personas while scaling their cloud and security programs.
By upgrading an already successful program to include more modern and varied partners, alongside several other identified optimizations, Splunk could gain better traction with the prospective accounts that would mean the most to their business. What’s more, the program developed a vendor performance tracker along the way to enlist only the top performers in terms of ROI.
As a market leading solution provider, Splunk could draw on a valuable archive of relevant content for their target audiences. Leaning into an optimized ABM content syndication program would serve two purposes:
- Provide engagement, interaction and nurture opportunities for the target accounts that could provide the greatest impact on pipeline contribution
- Establish a data-driven strategy to prove impact over time and ensure further brand-to-demand connections
The crux of retooling Splunk’s content syndication program was a thorough analysis of their existing vendor relationships. Diversifying Splunk’s mix of lead generation providers (and eliminating a few less qualified and less transparent) would introduce them to new audiences, technological advancements and prove an even stronger ROI for lower investment costs.
With a new mix of partners in place, targeting could be focused beyond suppression lists, intent and all-inclusive account targets. To generate the most marketing attributed pipeline, the program zeroed in on the prospective accounts with the highest potential for return.
Historical creative performance was evaluated in tandem with reviewing the most appropriate content across the buyer’s journey to sustain engagement and move closer to a sale. The marketing content with a history of increasing MQLs and ROI were selected. The entire marketing experience for audiences was reviewed to create a seamless journey between targeting the right person, with the right creative content from the ad itself to the value of the landing pages they were directed to.
Improved ROI QoQ
Increase in first-touch attribution QoQ
Increased full-path attribution QoQ
Improved ROI from top ABM accounts
Quarter-over-quarter ROI increased 27% in the pipeline influenced by the content syndication channel. Our introduction of new partners contributed the greatest volume of return on investment. Within the quarter, influenced first-touch attribution pipeline contributions increased 94% and full-path attribution increased 44%.
Splunk also produced a 78% increase in the number of impressions delivered compared to last quarter. Quarter-over-quarter, we’ve seen incremental and steady (+3%) improvement in engagement (CTR) for display media tactics.
Both regional theaters and the targeted ABM list produced ROI-influenced increases: +28% in U.S., +46% in Canada and +54% in Splunk’s top 150 key accounts.
Our analysis of top-performing content was able to further inform Splunk on the themes that engage their audiences the most in digital channels. Furthermore, the top-performing content syndication partners were identified for future investments.
Based on fluctuation in marketing programming, we were able to identify always-on tactics to support demand generation. Programs included top-of-funnel, middle-of-funnel and bottom-of-funnel audience engagement. These account level activities can be trackable, retargeted and nurtured for further expansion.
This campaign stands as a shining example of best-in-class demand generation. Due to the digital marketing revitalization, the audience needs, considerations and sensibilities were placed front and center to build a successful relationship between prospects and brand. Our reformed content syndication program delivered trackable results that impacted the business. With detailed feedback, optimizations and collaboration, Splunk’s marketing team was able to secure directly attributable pipeline from their efforts.
The revitalization of Splunk’s content syndication program could provide long-term thinking with successful growth strategies in a world of daily optimizations.