BMC Software Control-M

THE CHALLENGE
Control-M had a campaign built for the C-suite. It wasn't creating enough demand.

The opportunity was to understand who actually influenced the purchase and build a campaign around them.

THE INSIGHT
Developers were the influencers.

I researched developer forums and communities to understand what they cared about, how they talked about the problem, and what would actually make them pay attention.

The answer: control, speed, and a better way to manage complex workflows.

THE DECISION
We stopped marketing to the boardroom.

I pushed the campaign away from polished corporate messaging and toward something more human and native to the developer audience.

Creative Director: Kim LiLiboux
Creative Strategist: Géranne Darbouze
ACD: Andy Whalen, Michael Giddens
Designer: Truman Lesak
Project Manager: Giancarlo Adrianni
50 DEMOS + 10 PURCHASES IN THE FIRST WEEK

The previous C-suite campaign generated 2 demos in its first week and 10 over a three-month run.
Paid deployment · Performance optimization · Creative iteration