A Case of Influence: BMC Software
In 2009, BMC Software was a Fortune 1000 company competing in the enterprise software space driving revenues of $1.7 billion.
The tough economic climate created belt tightening across the board. However, BMC knew investment in IT would increase business efficiencies and productivity. The economic recession was a perfect opportunity for BMC to demonstrate how its solutions could help companies increase return on investments in IT and improve overall business operations.
Waggener Edstrom’s strategy was to craft recession-busting storylines to help BMC’s sales team attract new customers and up-sell software maintenance to existing customers. Our campaigns included:
Beating the drum: The core campaign with regular executive-level media engagement, partnership stories and financial results focused on how BMC could deliver quick ROI and prove BMC was a rising star in the enterprise software market.
Thrivers, Survivors and Hiders: A BMC-sponsored study with the London School of Economics exposed the advantages of investing during the recession for long-term gain. The research was adopted by the UK field marketing team and used to drive new customer wins. BMC’s annual mainframe user survey extended the storyline and was used during the sales process to drive revenue from mainframe maintenance.
Customer-led demand generation: Product updates and customer stories all reinforced the messaging of the overall campaign. These stories helped the sales team to demonstrate the benefits of BMC’s solutions, while delivering a cohesive message to the market.
Measure of Success
Waggener Edstrom’s approach helped drive sales during a downtown and gained significant press attention for BMC. Key results included:
- 2% of new license revenue or $15 million in 2009
- $5 million in 2009 additional maintenance revenue
- ROI of 600% when compared with PR budget spend
- $20 million additional revenue for BMC directly attributed to PR campaign work
- 287.5 million people reached across global markets
- 795 original stories
"According to inputs from the sales teams, BMC’s PR program clearly has made a major impact in accelerating the customer value conversation. Instead of our sales team spending time on: BMC who and why?, the conversations now start with “BMC, here’s my needs, let’s discuss how you can help me."Mark Stouse, Global Communications Director at BMC Software