TIBCO enlisted us to build a content marketing campaign that would engage both customers that had never used a data visualisation and analytics solution before, and those that currently used other (non-TIBCO) products. The goal was to build a campaign that positioned Spotfire as the ideal solution for organisations to better challenge their data and draw valuable insights from it.
Content audit, full-funnel journey
Microsite, animation, interactive ebook, customer video
We began with a content audit, which revealed the strengths and gaps in TIBCO’s content journey for its Spotfire data visualisation software. As a response to that audit, our team built a proposal for a full-funnel content journey that would engage and inspire TIBCO’s audience.
At the awareness level, we prompted prospects to “imagine a world where you couldn’t ask a follow up question” with an animation that scored 110,000 views (and counting). For more engaged contacts we created an interactive ebook to walk through the critical first days of adopting data-driven business operations.
At the consideration stage, we challenged readers to think about the first 90 seconds, minutes and days of a successful data analytics and visualisation project.
Everything was hosted on a custom microsite where blogs, customer videos, webinars and product-focussed content also helped drive prospects to a free trial at the decision stage.