Online research is a big part of how customers engage with the buying cycle. CA wanted to ensure that peer recommendations were included in that discussion to drive awareness, consideration, and conversion. They decided to engage with users at IT Central Station, a crowdsourced social platform where customer advocates write reviews and discuss the solutions they use.
CA started working with IT Central Station in order to drive buyers to the valuable feedback given by peers in the tech community.
CA found that IT Central Station provided a channel for prospective customers to engage with the purchasing process through a comprehensive third party site. Within days, CA found that buyers were leveraging IT Central Station in their decisions.
"The IT Central Station peer review platform creates a no-pressure environment for our customers to provide honest feedback that their peers in the technology industry are much more inclined to trust. Peer reviews are an increasingly valuable part of a buyer’s journey. CA is now well represented on a neutral and unbiased channel where the capabilities and quality of our solutions are demonstrated through the reviews of our users, who are solving real, complex business challenges.
The reviews and competitive comparison reports have not only helped us confirm the capability of our products in the Enterprise IT market, but have also helped with our lead generation, making these services an extension of our marketing efforts. We look forward to continuing our partnership with IT Central Station, and utilizing the range of complementary services that they have to offer."
- Cameron van Orman
SVP of Product Marketing at CA Technologies