Case study
How do you make ‘disconnected data’ a story everyone wants to hear about?
report downloads in two weeks
pipeline generated
pieces UK media coverage in first month
sector-specific storylines created and pitched
About the client
MuleSoft helps organisations do more with their data by connecting disparate systems, apps and devices through a single platform. MuleSoft wanted to turn data integration into compelling sector-specific stories that would resonate with prospective customers in retail, financial services, the public sector and healthcare.
Challenge
Data integration presents a multi-million-pound problem to businesses but is too often seen as purely a technical issue. We needed to reframe integration as a business-critical story that would resonate beyond IT, capturing the attention of line-of-business leaders focused on customer experience and C-suite executives driven by the bottom line.
Action
To draw out the real-world impact of businesses having disconnected data, we commissioned a consumer survey. Our questionnaire exposed how broken digital experiences frustrate customers and cost businesses money, creating the urgency needed to make technical and boardroom audiences sit up and listen.
We tailored the findings to MuleSoft’s priority sectors: retail, financial services, public sector and healthcare. This approach allowed MuleSoft to speak directly to sector-specific concerns, making the message feel personal and relevant. For example, in healthcare, we focused on how patient outcomes had been impacted by a lack of integration, while our insurance story highlighted consumers’ willingness to share data for more personalised services. We crafted five tailored press releases and a pan-European report, equipping MuleSoft with sector-ready narratives for every market.
Impact
The initial campaign generated over 400 report downloads in just two weeks, and 25 pieces of UK media coverage across core titles such as diginomica, IT Pro, Business Insider, Internet Retailing, Financial IT and LocalGov. After just a month, the campaign had generated a six-figure pipeline and 700 registrations for the accompanying webinar, redirecting prospects to MuleSoft’s website. The campaign was so successful that the following year we increased the scope of the research and secured notable coverage in Bloomberg and The Independent, amongst others. By turning data integration into a business-focused story, Spark helped MuleSoft reach new audiences while being positioned as a strategic partner, not just a tech vendor.
