Sun Microsystems Customer Retention

Objective: Sun Microsystems sought to stay top-of-mind with their top-tier enterprise customers. Their goal was to establish themselves as an information resource and build preference for the company’s solutions, and ultimately draw new revenue from their existing base.

Creative Approach: We started with a 300-asset content audit and gap analysis to inform personalization. We then developed Sun GPS, a multi-layered personalized resource site that takes a thematic approach to technology challenges. The site featured BNJ-developed interactive content, Sun strategy downloads and social components (such as 'Elevate this’ to promote popular items) and surveys to drive lead generation. The most popular asset was designed to empower influencers to communicate up the chain of command. Users answered five questions about their IT ecosystem and received a customized Powerpoint deck with slides they could use internally to make a business case.

Highlights:

• 32M in pipeline revenue
• 5.8% registration rate from first email blast
• Optimization leverages site analytics