Driving Creative Integrated Campaigns with CloudBees

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Introduction

From startup to category leader

Over the span of 10 years, PAN partnered with CloudBees on a full-service, data-driven integrated marketing program that’s positioned CloudBees as a leader in the fast-growing, fast-changing DevOps space. PAN generated consistently strong media results, spearheaded creative social campaigns, helped establish CloudBees’ DevOps Radio podcast as a respected, highly popular thought-leadership vehicle, and supported the development of the company’s users conference from a one-room, half-day session into the industry’s top DevOps event, with 2,000 attendees over four days in San Francisco’s Moscone Center.

To outmaneuver rivals in the software delivery market, CloudBees needed to raise its level of engagement with technical audiences and strengthen its awareness among enterprise buyers. Software delivery was changing, becoming more of a strategic value driver for businesses’ operations, and CloudBees needed to position itself as a primary voice in the emerging field of DevOps.

Solution

Driving awareness on an evolution

PAN went to work on a long-term plan to establish CloudBees as an industry leader. Tapping the media skills that won PAN national agency-of-the-year awards with PR News and PRovoke, the firm launched successful campaigns to drive awareness for CloudBees’ pivot to a new market—continuous delivery—and its evolution to a full-service supplier of solutions serving the much broader DevOps market.

PAN integrated with CloudBees’ PR team, positioning co-founder and CEO Sacha Labourey for top-tier media opps and creating a thought-leadership program that delivered a stream of bylines, social media campaigns and digital assets, whitepapers, and blogs.

During the firm’s engagement, PAN partnered with CloudBees’ marketing team to create high-impact, creative social programs that broadened CloudBees’ engagement with their core audience. These included themed creative campaigns and online content depicting the Jenkins technology community’s well-known “Butler” mascot posing as iconic characters from “Breaking Bad,” “Game of Thrones” and “West World.” These depictions resonated with CloudBees’ developer audience and won multiple industry awards.

PAN was a driving force in the development of CloudBees’ podcast series, “DevOps Radio,” evolving it into a premier thought leadership vehicle. With PAN providing technical and logistical expertise, the series aired more than 100 episodes featuring industry pillars such as Gene Kim and customers such as Fidelity, Accenture, and CapitalOne.

PAN’s media and marketing team also helped drive the awareness that built the Jenkins World annual user session into the industry’s best-attended DevOps event—the annual Jenkins World | DevOps World in San Francisco.

result

Establishing CloudBees as a devops leader

Through its partnership with PAN, CloudBees generated record levels of media coverage, raised its social media profile and drove significant interest in DevOps Radio and Jenkins World | DevOps World.

CloudBees wanted to establish itself as a recognized force in DevOps—and in 2020 both Forrester and Gartner validated its position, naming it a Leader in the DevOps category. The company has grown its business and positioned itself in the forefront of industry conversations about software’s evolution—the value it can generate and the security challenges enterprises face. Now, CloudBees is leading the conversation about the creation of a new holistic concept known as Software Delivery Management (SDM).