Convert SMEs to Brand Ambassadors
30 Aug

How do you make your SMEs your Brand Ambassadors?

By TWB_ In Corporate Training, Strategic Marketing /   No Comments

Transition your tech savvy but media-shy SMEs into your brand ambassadors & industry stalwarts.

In the words of Peter Drucker ‘no matter what other roles you have in a company, you always have a sales role’.

Pretty much any company out there wants to engage more effectively with its stakeholders – internal and external  -customers included. In an increasingly engaged world with the amount of information that is available to your customers from your competition – how do you stand out? Is it a struggle to find people within the company that will engage for you? Are you struggling with this ball falling between marketing, sales, product management and other functions?

What if your SMEs were the best Authors & Presenters?

They are the ones who live with it, create it, troubleshoot it. But they also articulate it the least, and perhaps the least well because that has never been an expectation. What if the same SMEs wrote world-class content and were suave presenters?

It is NOT that difficult to help change your SME’s into confident communicators across mediums such as public speaking, presentations, and meetings, e-mails, or authoring high-quality papers and reports. And publishing and engaging with PR, Media and the industry.

How does TWB_ help make this transition?

TWB broadly provides two kinds of interventions:

  • A range of corporate trainings that allow for SMEs to write & present technical ideas in the form of content and language that is suitable for business audiences. This ranges from research papers, white papers, blog posts, op-ed pieces etc. They also learn to engage in inclusive conversations across these interactions.
  • A range of authoring services where we research and produce most of the technically tough content. These services support a range of professionals from SMEs to CEO’s. All are meant to articulate your position and proposition effectively.

Get TWB_ to make this transition. Your business will never be the same again because the people who understand your tech the best will now articulate it the best as well. It has a direct revenue impact.

Looking for a Strategic Marketing partner to create market wins?

  • TWB_ is the world leader in creating & publishing ‘deep content’ – that is Whitepapers, Position papers, and tech evangelism;  ‘engaging content’ – that is blogs, social media posts, explainer videos etc (1-2 minute); and training on how to. TWB_ is the leader in communicating technology. Any Technology. Any audience. Any platform.
  • Strategic Marketing, Branding & Positioning from TWB_ helps Fortune500 and startups win in the marketplace. Call  TWB_ Bangalore 96860 59020 | Houston (832)689-6456 | Tel Aviv +972.544.603.612 or mail shift@twb.in
  • Get more TWB_ insights on the TWB_ Blog | LinkedIn | Medium  | SlideShare
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Worlds best whitepapers come from TWB_
20 Aug

How to write & publish the best whitepapers in the world?

By TWB_ In Strategic Marketing /   No Comments

Writing whitepapers is a pain, isn’t it? Your best brains — who should be writing them just don’t have the inclination. Besides even with the best ideas it requires methodical authoring and weeks of research, editing, layout design to make a top quality whitepaper. It is a system that has to work flawlessly several times a month!

Why write whitepapers at all?

Complex technical ideas that you wish to communicate to architects and CTO’s can’t really be communicated any other way. Whitepapers are a key part of the ‘deep content’ that customers look for to understand your take on a technology they are considering. Whitepapers are an essential tool in establishing credibility and generating leads.

How to author & publish the world’s best whitepapers?

You need to address several challenges – which department will author the paper? For instance, the marketing department may not always understand the deep tech. Or the product engineering may not be best to author in the first place because of language and representation? Then who will ensure research and cross-reference and the layouts and editing are of the highest quality?

It so happens that we have the process of creating the best whitepapers. So much so that chances are the whitepapers that your team downloaded for your choice of technology partners, servers, software, cloud computing infrastructure, security pretty much any large decision — came from TWB_. We write the best whitepapers for the Fortune 500 & for startups.

TWB_ is the Agency for Technology Brands

Looking for a Strategic Marketing partner to create market wins?

  • TWB_ is the world leader in creating & publishing ‘deep content’ – that is Whitepapers, Position papers, and tech evangelism;  ‘engaging content’ – that is blogs, social media posts, explainer videos etc (1-2 minute); and training on how to. TWB_ is the leader in communicating technology. Any Technology. Any audience. Any platform.
  • Strategic Marketing, Branding & Positioning from TWB_ helps Fortune500 and startups win in the marketplace. Call  TWB_ Bangalore 96860 59020 | Houston (832)689-6456 | Tel Aviv +972.544.603.612 or mail shift@twb.in
  • Get more TWB_ insights on the TWB_ Blog | LinkedIn | Medium  | SlideShare
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Saturation Strategic Marketing from TWB_
08 Aug

TWB_ strategic marketing brings home a $200 million opportunity on a $30K spend

By TWB_ In Content, Marketing Content, Product Strategy, Strategic Marketing /   No Comments

TWB_ strategic marketing leveraging TWB_’s entire suite of services delivers a $200 million RFP to an Indian prime.

An Indian software vendor wanted to be in consideration for a $200million RFP from a US telecom giant.  However, the US company refused all attempts to make the Indian prime a respondent to the RFP since they felt the Indian vendor is not a product company of the same caliber as the other respondents including Cisco and HP. The customer felt that the Indian company did not have visible technological depth.

Making a play for the $200 million RFI

TWB_ was brought in to deliver the RFP from the RFI stage. TWB_ developed and worked on a 3-month plan to bring about the perception change for the customer which included a plan to develop a brand position for the solution, deep content to support this technology space and high visibility of this brand with the executive management of the customer.

The plan included,

Branding

  • Technology Branding: Branding not just as a name or a logo but with attributes of leadership, and aspiration in the defined space and the ability to deliver. From consideration a set of visual deliverables – logo’s, guidelines of the campaign, the language and brand promise are created. It is this that was followed through in all forthcoming communication.

Presence

Creating credible presence including

  • Event & Speaking engagement: Creating & delivering an Event & Speaking presence plan with the support of the marketing team of the Indian prime
  • PR/Media presence: Creating a PR campaign leveraging the existing PR partner to start plugging in the information that will be created for print as well as online distribution especially in the US and target trade & technology press.

Targeting

  • Creation & delivering on a digital ‘targeting plan’ included TWB_ drawing up a list of the most important execs of the US giant, and the most significant locations in the US where this particular technology base is located, as well as the most significant customers they have.
  • Then TWB_ draws out and delivers the most important aspect of this campaign – creates high visibility high volume presence on LinkedIn, Facebook and Google on these locations and these exec so these ‘ads’ follow them around – each leading to a high quality ‘engaging content’ artefact which in turn leads to a quality ‘deep content artefact’. This targeting allows spends to the focus on specific people, interest areas, and locations targets.

Intellectual Leadership

  • Engaging content: Creating & deliver ‘engaging content’ for the technology solution through blogs, social media posts, explainer videos etc (1-2 minute). TWB creates the content, does the branding and actually develops the assets.
  • Deep Content: Creation and delivery of ‘deep content’ once they ‘engage’ – this is done through White papers, Position papers, and evangelism. TWB_ created the topics for these artifacts, created the design of the content, researches develops and creates finished content including layouts

Over the next 3-4 months digital ads on Facebook, LinkedIn and Google would follow the execs. They would interact with quick engaging content. And would have access to deeply intellectual content. They would interact with Indian execs at trade conferences. The Indian prime for the RFI and then the RFP.

TWB_ Content & Strategic Marketing I www.twb.in

This saturation marketing situation showcases TWB_ entire ability to deliver a world-class in-house integrated solution including branding, research, authoring, content reuse and digital marketing. And a customer win.

Looking for a Strategic Marketing partner to create market wins?

 

 

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