Case Study: SimpliVity Corporation achieves 7X increase in buyer consideration and boosts market visibility with Informa TechTarget

TechTarget and HPE SimpliVity Turning Better Market Visibility into Competitive Success

SimpliVity Corporation, a fast-growing hyperconverged infrastructure vendor transitioning out of startup mode, faced low brand awareness, an immature market and the challenge of defining buyers, prioritizing accounts and driving pipeline amid cloud shifts and heavy competition. To address visibility, prospect identification and demand generation, SimpliVity partnered with Informa TechTarget, leveraging its purchase-intent data and Priority Engine alongside content and search-driven services.

Informa TechTarget deployed an always-on, integrated program—using Priority Engine intent data, targeted content, native/display advertising and TechTarget site authority—to surround buyers across the research journey. The campaign delivered +14.7M targeted impressions, 2x content volume, intelligence on 16K+ accounts, a 700% lift in purchase consideration (from 3% to 24%), influenced 30% of SimpliVity’s pipeline and produced an overall 10:1 ROI.

SimpliVity Corporation

Andrea Benson

Vice President of Demand Generation & Marketing Operations