Case Study on recent technology market research work done for CA Technologies.

1. www.vansonbourne.com
case.study
Making CA Technologies in the cloud a
permanent affair
“This campaign has been very successful. It came together very well. It was something everyone was
involved in and was about consistency of message across Europe. Vanson Bourne absolutely understood
our business and marketing objectives, they understood the market and enabled us to meet our key
objectives of awareness and lead generation across the breadth of European countries.”
Kirsten Cox,
Director of Product Marketing, EMEA
A moving target
How to fix a market position on a moving cloud? This is a
strange question perhaps but also an interesting way of
looking at the challenge facing CA Technologies. Kirsten
Cox, Director of Product Marketing knew that the company
needed to establish some real presence in the emerging
cloud computing market – an interesting and hot topic of
conversation for IT buyers, sellers and commentators alike.
How could CA Technologies significantly raise market
awareness and visibility of its capabilities and secure a
differentiated position in this rapidly growing, much
discussed market space? >>>
Research Solution: Media Relations, Demand Generation
Research Scope: 550 IT executives; 14 countries
1 | Vanson Bourne - CA Technologies
Research Methodology: Telephone interviews

2. >>> The first answer was to conduct a comprehensive
assessment of the levels of technology adoption, future
intentions, and the perceived benefits and risks of
European enterprises for cloud computing. This would
effectively enable CA Technologies to create a map of ‘the
journey to the cloud’ made by businesses across Europe
and within different business sectors, that CA Technologies
could then discuss with its customers and prospects.
However, this study also needed to help CA Technologies
to say both something a little different about cloud
computing and to say this to a large European marketplace.
“We had some very good early conversations with Vanson
Bourne and they were able to help direct us and advise us on
the theme and objective of the research. We turned to them
because of their experience and knowledge of their marketplace; they helped us work out what would be of interest and
value and how we could differentiate our study.” Early
conversations with Vanson Bourne then turned into a project
comprised of telephone interviews with over 500 IT directors
and senior IT managers in large (1000-3000 employees)
and very large enterprises (3000+ employees) across 14
countries in Europe.
Calls for a focused approach
The next answer to this business challenge would lie in the
approach taken by CA Technologies to fully leverage the
research study results in its internal and external sales
and marketing communications. Here, two further critical
factors became apparent to Kirsten very quickly; the
research timeline would need to be tightly managed,
particularly as various launch activities and events to
discuss the research results would need to be planned well
in advance and the key story from the research would
need to be well articulated and consistent across Europe.
“Vanson Bourne did what they said they were going to do and
delivered it within the timescale and budgets that were entirely
acceptable to CA Technologies. Their presentation of the
results to the business owners, marketing and PR teams helped
enormously to reveal the final story we would take out into the
market through our campaigns. If we undertake some of this
kind of research again – whether on this topic or another –
then I would have no hesitation in talking to them about that
opportunity. We were very pleased with the results.”
And highly effective delivery
Following completion of the research, a highly integrated
media relations and demand generation campaign was
launched with a very strong focus on connecting online
digital and offline traditional marketing activities.
Interestingly, as part of these marketing plans, CA
Technologies decided that a more permanent output
from the research was needed. A printed supplement
was created to publicise the research report, taking the
form of a 4 page insert which pulled highlights from the
research and combined these with perspectives from CA
Technologies, its partners and several analyst firms.
The insert was then translated into 11 different languages
and placed in various relevant publications with a
readership of over 300,000 across Europe and which has
subsequently become an incredibly useful tool for sales
teams. Alongside this, an online demand generation
campaign, using the same publications, promoted the
research report and directed people to the CA
Technologies website to download it. In addition, a
coordinated PR campaign utilising local executive
spokespeople focused local country media on the
individual country perspectives from the research and
social media channels provided further information.
Finally, CA Technologies ran regional live events to
present and discuss the research results as part of its
cloud computing story with its customers and prospects
in several European countries.
Research Solution: Media Relations, Demand Generation
Research Scope: 550 IT executives; 14 countries
2 | Vanson Bourne - CA Technologies
Research Methodology: Telephone interviews

3. To hit the spot
Now the results speak for themselves. In addition to the
substantial media coverage of the research, CA
Technologies has significantly enhanced the awareness
and visibility of the company within a cloud computing
context across its European markets and has already
generated over 1300 sales enquiries.
“This initiative was about consistency of message across
Europe. We needed to take a consistent and considered
approach to the market and as a result we have achieved
visibility and coverage in lots of markets at the same time and
that has been very valuable. The research content provided by
Vanson Bourne, together with their help in crafting our
story, enabled us to go both broad and deep in terms of how
we delivered on it. Overall, it worked very well.”
About CA Technologies
CA Technologies (NASDAQ: CA) is an IT management software and solutions company with expertise across all IT environments
– from mainframe and distributed, to virtual and cloud. CA Technologies manages and secures IT environments and enables
customers to deliver more flexible IT services. CA Technologies innovative products and services provide the insight and control
essential for IT organisations to power business agility. The majority of the Global Fortune 500 relies on CA Technologies to
manage evolving IT ecosystems. For additional information, visit CA Technologies at www.ca.com
About Vanson Bourne
Vanson Bourne is an independent and specialist market research provider for the global technology sector. We have a demonstrable
track record of helping our clients better understand and communicate more effectively in their target markets, providing market
research with real statistical rigour. Our expertise in sampling, design and assured project management combine with informed
data insights and market context to deliver highly effective technology marketing. More information can be found at
www.vansonbourne.com
Research Solution: Media Relations, Demand Generation
Research Scope: 550 IT executives; 14 countries
3 | Vanson Bourne - CA Technologies
Research Methodology: Telephone interviews