The Hero team started by establishing a new web style guide, building out the site, and launching it ten days before the IPO, driving a huge spike in traffic, which the site readily sustained. But Pure Storage didn’t stop there. The company saw its investment in the Adobe platform as a foundation upon which it could build out new infrastructure and templates, run campaigns and events, and better support global field marketers. The Hero team helped to enable that shift, and also leveraged Adobe’s multi-site capability and integrations with localization platforms to create a blueprint for rolling out different sites by tier, then give more ownership to field marketers within each of those regions. Between operating in a competitive market and needing to hit aggressive targets post-IPO, Pure needed to move quickly.
Hero helped the company define a roadmap for making product marketing more sophisticated, pinpointing the specific infrastructure and strategy needed to mature its marketing program. That primarily meant being able to personalize content, track and measure the success of that content, and become more efficient in the way in which the company was investing money with agencies and on campaigns.
Much like its evolving digital maturity, Pure’s relationship with Hero has continued to grow, ultimately resulting in an embedded Hero team at Pure Storage. Currently that team is working on creating measurement strategies tied to KPIs, business goals, and marketing objectives and then building out a Solutions Design Reference (SDR). On the creative front, Pure’s marketing efforts are becoming more transparent, more efficient, and more consistent, enabling people in all regions to create campaigns that adhere to brand standards.