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Spirent

Paid Ads Assessment – Spirent

Overview

Spirent, a global provider of network testing, analytics and security, was looking to have an audit performed on their full stack of marketing technology tools. Spirent’s internal marketing team had over eighty different tools on their records, in varying states of activity, cost and use. The list of tools ranged from contracted 3rd party vendors, to technology platforms and workflow tools. Spirent needed to know which tools were being used as well as analysis into which tools should be discarded to simplify operations and reduce redundancies.

Service

  • Assessment

  • Marketing Strategy

  • Paid Social Media

  • PPC

Industry

  • Technology

What We Did

As part of their marketing technology stack audit, Affirma reviewed official records and internal databases of tools being used by Spirent’s marketing and sales teams. Affirma also conducted interviews with members of the team to determine the recent use of tools as well as their impact on the team’s operations. After extensive research and analysis into Spirent’s full stack of marketing technology tools and platforms, Affirma created summaries and recommendations for future actions. Affirma performed a similar analysis on Spirent’s use of 3rd party vendors and contractors. Finally, Affirma compiled the research and recommendations into a Word document and PowerPoint presentation that was later presented to Spirent’s marketing manager and team.

Results

Spirent was left with a greater awareness of its marketing technology stack and use of tools and platforms. In particular, the MarTech stack audit gave them visibility into significant redundancies in their use of workflow management platforms, digital marketing vendors, and market research vendors. Each of the consolidation recommendations made by Affirma outlined ways that Spirent could make substantial savings. By reducing the number of digital marketing vendors, Spirent could save as much as $80,000 a year. Consolidating the number of workflow management vendors could also net a further $17,000 to $60,000 a year in savings.

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