NetApp Leverages Clickability to Double Traffic, Grow Leads Four-Fold, Cut Costs

"The cost savings with Clickability were staggering. We are very happy."Tracy Hansen, Senior Director of Interactive Marketing, NetApp
Case Study: NetApp
Clickability Swiftly Empowers Global Users The Clickability Platform enabled NetApp to roll out 16 global sites in just a few months, while dramatically expanding the number of employees who can update content to the sites. Clickability helps NetApp to not only meet current business objectives, but also positions the company for ongoing innovation. An ancillary benefit: With Clickability, NetApp saved a "staggering" amount of money on its content management system. NetApp | www.netapp.com
Headquarters: Sunnyvale, CAIndustry: Data storage and management solutions Revenues: $3.3 billion Employees: 8,000 +
Goals. Simplify publishing process, making it easy for a distributed team to use. Improve staff productivity and site performance. Cut down on publishing delays . Meet stringent deadline for global brand refresh. Easily integrate best-in-breed partner Challenge | Meet Deadlines, Simplify Publishing applications with CMS Driven by a global company branding initiative NetApp needed to communicate a new brand, image and voice to customers in 16 countries. Accommodating the need for larger Requirementglobal teams to upload content to the site required a new IT infrastructure. "What we had . Migrate 16 domains to the Clickability was an in-house, enterprise on-premise solution that was best-of-class," says Tracy Hansen, Platform in less than three months: Senior Director of Interactive Marketing at NetApp. "It was extensive and not nimble, plus Netapp.com and 15 international sites in 11 languageswith the development timeline it caused delays in our ability to deliver some of the basics." ResultsSolution | The Clickability Platform . Fast and easy rollout for multiple Once a move to a SaaS platform was agreed on, NetApp gravitated to Clickability's easy domains, in multiple languagesimplementation and integration. "We did an exhaustive search of what was out there," . Marketing gained autonomy from IT for says Hansen, who has been with NetApp for 12 years. "We gave the deal to Clickability for a Web updates. Uptimes improved from four nines variety of reasons. Certainly the ease of doing business and the simplicity of the application (99.99%) or less to fine nines (99.999% or were paramount in our minds. I don't mean the simplicity in what Clickability offers, but the more)simplicity with which we could execute our vision." . Empowered business partners to post local events, case studies and other Results | Fast Deployment, Immediate Traffic Increases content. Inspired IT to move other functions to NetApp launched a rebranded www.netapp.com and 15 global sites in 11 languages within SaaS applicationsjust a few months. "Going with a [Clickability] SaaS solution allowed us to quickly roll out NetApp.com, and to rapidly add on," says Hansen. "We got our requirements met swiftly and effectively." Case Study: NetApp (continued)
"We took a chance and were rewarded," said Hansen. "Our team was held up as an example of creative thinking. We were early on the SaaS track and our IT organization supported us on that decision from the beginning."
Skyrocketing TrafficBecause of the brand initiative and related programs, traffic to the NetApp websites increased dramatically with the relaunch Simpler, Faster Publishing Process on the Clickability Platform. Clickability eliminated the bottleneck that existed when global offices funneled content into a single centralized publishing system. Groups around the company can now self publish items Projected traffic post-launch: 1 milliondirectly to NetApp.com and its international domains. This speeds up posting and makes it easy to Actual traffic post-launch: 2.5 millionsynchronize important updates. . NetApp.com (US site) up 147 percent. NetApp.com/cn (China site) up 2,000 "It's really fantastic because it will allow us to scale going forward," says Hansen. "We're giving percentmore control to our individual country managers, which also means my group can focus on value . Solution pages up 50 percentadded marketing activities." . Product pages up 61 percent. Library section up 517 percentOngoing InnovationSaaS brings NetApp continued promise for innovation. Hansen watches the Clickability release calendar for enhancements, knowing the c... [download for more]