www.vansonbourne.com

case.study

Creating real-time impact from real-time data
“This project with Vanson Bourne has given...
Calls for a focused approach
Based primarily on previous experiences, Rachel
commissioned Vanson Bourne to help. Vanson Bo...
And better business results
With greater significant value from the research, Rachel
began to position the results as a fo...
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Vanson Bourne Case Study: Progress Software

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Case Study on recent technology market research work done for Progress Software.

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Transcript of "Vanson Bourne Case Study: Progress Software"

  1. 1. www.vansonbourne.com case.study Creating real-time impact from real-time data “This project with Vanson Bourne has given us real insight into market readiness for this technology and the appetite for it has been central to developing our business strategy. It has given us a platform to go out and be a thought leader in this space.” Rachel Harnden, Senior Manager, Press and Analyst Relations, EMEA, Progress Software A typical challenge How do you raise awareness of the benefits of complex technology? How do you create a PR campaign that will reach the appropriate audience with clear messaging about what it is, why it is important and why that audience should speak to your company about it? This is a typical and recognisable challenge facing marketing and PR managers and Rachel Harnden, Senior Manager, Press and Analyst Relations, EMEA, Progress Software faced this same challenge with the company’s business event processing (BEP) technology. However, turning the challenge around, and moving from a company view to a customer view, Rachel determined a research-based approach would work best. The objective was to build an understanding of how a business could significantly benefit from being more responsive to events such as customer feedback and competitor pricing. Research Solution: Media Relations, Demand Generation Research Scope: 400 business operational managers and IT managers; 2 regions; 3 industry sectors 1 | Vanson Bourne - Progress Software Research Methodology: Telephone interviews
  2. 2. Calls for a focused approach Based primarily on previous experiences, Rachel commissioned Vanson Bourne to help. Vanson Bourne conducted 400 interviews with an equal representation of business operational/ service design managers and the IT managers responsible for the underlying IT systems. The industry sectors; energy generation, telecommunications and logistics, wereselected because of the volume and complexity of their business events or operational inputs. “I could tell, having done several projects with them previously that, although this was a new technology area that we had not focused on previously, they clearly understood the company and what we were trying to achieve. This was a key differentiator. They were keen to understand the technology solution and continually came to us with sensible and useful suggestions.” Delivered very atypical results The project soon began to deliver very interesting and impactful results and as the quality of the content from the research became apparent, the role and value of the project evolved. “It started out being a PR project. We wanted to raise market awareness around complex event processing technology in our key vertical markets but the content had a much wider and real business impact.” Working with her colleagues in the product marketing team, and in particular with one of the firm’s technology evangelists, Rachel used the research data to create a presentation to communicate the research results internally. Eventually the research was presented to to the chairman and the board. "The executive team then became very familiar with the research because it demonstrated that there was a real need for real-time data. It helped the organisation to create a market strategy around the firms’ business event processing solution and subsequently led the firm to make an acquisition in January this year." Rachel Harnden, Senior Manager, Press and Analyst Relations, EMEA, Progress Software Research Solution: Media Relations, Demand Generation Research Scope: 400 business operational managers and IT managers; 2 regions; 3 industry sectors 2 | Vanson Bourne - Progress Software Research Methodology: Telephone interviews
  3. 3. And better business results With greater significant value from the research, Rachel began to position the results as a foundation for a thought leadership and demand generation campaign. In addition to implementing a multi-national PR campaign with a series of press releases and media interviews, research results were presented to the sales teams at a sales kick-off conference and in webinars with both industry and financial analysts. Following discussions with Rachel, Vanson Bourne also created a comprehensive report of the overall research findings which then formed the basis for a series of whitepapers for the energy, telecommunications and logistics markets. These papers have been promoted online, as part of a wider branding campaign, with a click-through from a company advertisement to a relevant download piece. In addition, Progress Software ran a webinar programme with IDC and is currently developing sector e-books as the company continues to leverage its investment in the research study. To date, Progress Software has generated very good media coverage for the company in both its European and North American markets and its lead generation activities, including promotional activity through online publications such as CIO.com, ComputerWorld and Business Week have led to over 500 downloads of the research report. “The combination of the research results and the insights offered by Vanson Bourne, have worked very well - not just as a marketing tool for Progress but as a wider business tool.” About Progress Software Corporation Progress Software Corporation (NASDAQ: PRGS) is a global software company that enables enterprises to be operationally responsive to changing conditions and customer interactions as they occur – to capitalise on new opportunities, drive greater efficiencies and reduce risk. The company offers a comprehensive portfolio of best-in-class infrastructure software spanning event-driven visibility and real-time response, open integration, data access and integration, and application development and deployment – all supporting on-premises and SaaS/Cloud deployments. Progress maximises the benefits of operational responsiveness while minimising IT complexity and total cost of ownership. Progress can be reached at www.progress.com or +1-781-280-4000. 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: 400 business operational managers and IT managers; 2 regions; 3 industry sectors 3 | Vanson Bourne - Progress Software Research Methodology: Telephone interviews

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