BASELAYER CASE STUDY
When Johns Hopkins University (JHU) and the University of Maryland (UM) set out on an institutional effort to expand big data processing capabilities, they turned to BASELAYER to find a more dynamic solution for an infrastructure to attract the best talent and foster innovation at their prestigious universities. After a successful delivery and partnership with the schools, BASELAYER wanted to develop a case study that would serve as a compelling narrative featuring this real-world use for a product and demonstrate value.
Because case studies are one of the best assets to establish proof points and demonstrate value, the piece served as a tool to sway purchase decisions and demonstrate why other potential customers should choose a BASELAYER solution. 48 West Agency developed a case study featuring an in-depth look at what the universities’ high-performance computing (HPC) needs were and how BASELAYER met the need. Our approach was to not focus too heavily on telling a technology story, we wanted to tell the story from the customers’ point of view. We leveraged an account based marketing strategy to distribute the case study, sending it directly to targeted accounts most likely to consider high-performance computing capabilities in the next 12 months.
- Brand & Messaging Development
- Account Based Marketing
- Lead Generation
- Content Marketing
- Search Engine Optimization
- Winner 2017 American Marketing Association Spectrum Awards for Content Case Studies
- Distribution generated fresh leads, allowing the company to have meaningful sales conversations before potential customers completed their 2017 budgeting.