Captivating attention with tailored incremental values beyond the basics.
Checkmarx is a global leader in application security, trusted by enterprises to secure their software from the first line of code to deployment in the cloud. The company needed to communicate the financial, productivity, and risk-reduction benefits of migrating from legacy on-premise AppSec systems to the Checkmarx One platform. They sought a tool that could gather real-world business data from prospects, deliver compelling, customized insights, and position Checkmarx as a strategic partner rather than just a vendor. Yeager created an interactive ROI calculator to engage technical decision-makers and show the true value of Checkmarx One.
Most calculators with multiple entry fields have a high rate of abandonment. Yeager had to make something that was user-friendly, backed by data, and kept the potential client engaged while capturing meaningful business information. Sourcing independent third-party data was crucial to ensuring the tool’s legitimacy, and making sure the tool was suitable for both internal and external use required refining the copy, visuals, and message accordingly.
The calculator used a combination of traditional and non-traditional measurements to calculate the value of migrating to Checkmarx One. Users were evaluated on and provided with insights on four categories:
Yeager partnered closely with multiple Checkmarx teams globally to validate inputs, align branding, and ensure the claims would hold under scrutiny. The calculator flow was designed so that each page of inputs was immediately followed by a mini‑result screen. This incremental value presentation kept users moving forward.
Yeager leveraged a credible third-party report from Forrester Consulting that echoed the assertions that Checkmarx was making as the backbone of the calculator, so it wouldn’t be perceived as overly promotional. Conducting independent research was a crucial step in earning the trust of our target audience. The language and logic were grounded in Forrester’s research while remaining fully aligned with Checkmarx’s product narrative and brand voice.
The Checkmarx One ROI Calculator provided a way to engage with the value of partnering with Checkmarx. Prospects were able to download a fully-customized PDF report with their company’s savings, and sales representatives saw their calls become more conversational with the input of several numbers. Yeager’s integration of independent research and internal validation positioned Checkmarx as a trusted advisor capable of quantifying the value of moving from on-prem AppSec platforms to Checkmarx One.
