Case Study: TIBCO

TIBCO, a business unit of Cloud Software Group, has helped global enterprises solve their most complex business challenges for more than 25 years.

Background

TIBCO came to Karbo because they wanted a more aggressive and strategic PR partner that would help them increase brand awareness and leadership in an increasingly competitive market. Founded in 1997, TIBCO has innovated new ways to fuel business in the digital era by providing solutions that enable better business decisions and faster, smarter action. Customers around the world rely on TIBCO to augment their intelligence through the company’s Connected Intelligence Cloud platform, real-time analytics, and visualization tools. In this way, TIBCO helps build compelling experiences, energize operations, and propel its customers towards market leadership.

Karbo conducted a comprehensive media audit to serve as a baseline for PR efforts going forward. The agency found that many industry press, analysts and influencers lacked an up-to-date understanding of TIBCO and its product suite. Some of the most influential enterprise and IT reporters assumed that TIBCO was still a BPM company. TIBCO was struggling to be recognized for its relevancy in the current market and for its relevancy and innovation in the intelligence and cloud-focused arena of the analytics and integration tool market. Despite being a successful multi-billion dollar company, TIBCO lacked market awareness of its industry leading solutions—particularly in key vertical markets.

TIBCO chose Karbo over a number of PR agencies based on the team’s highly strategic approach, track record of success building brand awareness, content development skills and proven ability to secure impactful media.

Objectives

Reposition TIBCO away from a legacy company to an established and innovative market leader.
Elevate TIBCO’s presence in key markets.
Develop a new, unified way of differentiating TIBCO by chipping away at pre-existing and outdated impressions of the company.

Execution

Karbo developed and executed an aggressive plan for TIBCO customers, product experts, and its thought leadership team that discussed the current and upcoming challenges for today’s business landscape. The team focused on TIBCO’s unique combination of deep understanding of the current market with the advantage of a long history of helping customers succeed. Karbo’s plan allowed media the opportunity to dive deep on TIBCO’s current product suite — a much-needed educational refresh. Karbo Com also developed a thought leadership platform for TIBCO’s C-suite, including having the CEO and CMO connect directly with media to discuss the current state of the company and share future plans and vision, elevating TIBCO’s brand awareness and credibility.

Results

TIBCO saw immediate results in partnering with the Karbo team. Within the first week of the relationship, Karbo secured interviews with CEO Forum, CIO magazine, and high priority IDG outlets such as CIO and ComputerWorld. After just a few months of working with Karbo, TIBCO received more than 45 high value media briefings and over 100 pieces of featured coverage as a result of aggressive outreach around company and product news, timely opportunistic news and strategic messaging. Placements include coverage in Forbes, Reuters, Fast Company, Axios, SD Times, Tech Target, SiliconANGLE, CIO, eWeek, ZDnet, The New Stack and more. TIBCO measured a 25% increase in share of voice over the first six months.

Karbo also secured a podcast feature and cover segment with CEO Forum for TIBCO’s Murray Rhodes as well as a strategic in-person introduction for the company’s CMO with well-respected IDG outlets.

A sampling of media that have featured TIBCO: