10 Jan

Creating a Powerful CxO Personal Brand, and its Corporate benefits

By TWB_ In Communication, Leadership, Strategic Marketing /   No Comments

A personal brand is not a new concept but for a CxO personal branding is not just about them, it is what it means to their companies. The value that your company derives from your personal brand may be the critical differentiator in a marketplace where companies compete for customers, investors, and employees.

How a CxO brand benefits your company

A powerful personal CxO brand can have tremendous corporate benefits because, 

  • A great CxO brand increases Company Credibility to customers: Credibility and trust have always played key roles in shaping business success but for a company, it is not easy to be seen as trustworthy — such a reputation is earned over years. However, if a high-level executive has a trustworthy, credible and believable personal brand, then their company is also seen as trustworthy, credible and believable. Anyone remembering Lee Iacocca being the face of Chrysler in its worst days knows that the trust to buy Chrysler came from him. Conversely, the loss of credibility of Travis Kalanick was leading to the loss of credibility of Uber.

 

  • A great CxO brand makes PR more Effective: Companies need all the competitive advantage they can get. A CxO’s distinct, authoritative personal brand gets easier traction than the company spokesperson. For instance, if your company needs facetime in front of the press it is easier to get a few columns in a magazine or for the magazine to profile the CxO, rather than for the magazine to profile the company. A CxO armed with a compelling personal brand — is the best pitch a company has — not just to customers but to media as well.

 

Building a powerful CxO brand

So it must be understood that both the CxO and the company are engaged in creating the CxO’s personal brand, right? Wrong. Corporate marketing and communication functions don’t always focus on individuals but rather on products and services and it is a big mistake — as we’ve seen above. Creating a powerful personal brand is also not trivial. It requires a deep dive into the individual’s attributes and competitive positioning to bring out the key differentiators, and regular communication to keep the brand relevant. It takes patience, time and smarts. Here are some attributes of a great CxO brand:

 

  • The CxO Brand is not a job description: Often, personal branding looks like a representation of one’s accomplishments and talent. Mostly it comes out as a job role, which it is not. When it is a job role it becomes interchangeable and dispensable. Some great personal branding can be seen in the case of Nandan Nilekani where he has become synonymous with character & predictable growth at Infosys to the point being brought back from retirement.

 

  • The CxO Brand is self-defined and rooted in real attributes: A CxO brand should be built around unique attributes and around the CxO’s personality. Is he/her a people person? Analytical? Brilliant? Insightful? To be effective CxOs need to have a rich, fully-realized concept of their own identity and the best way is to be genuine and authentic. People can see right through disingenuous communication and it is easy to manage an authentic personal brand on a daily basis.

 

  • The CxO Brand is not that of a Specialist: A deep dive into a specific domain is often boring for the employees you lead, interchangeable with another CxO and not inspiring. CxOs are generalists, they are multi-talented, multi-skilled, and open to many types of challenges. They stand out not because they do a few things well, but because they can do many things well.

 

  • The CxO brand should tell a story: If your personal brand isn’t telling a story there is nothing unique and personalized about it. You and your company are still vulnerable because you’re interchangeable. The most effective personal branding strategy is to build a true narrative around who you are, your life experiences and what you wish to influence.

 

  • The CxO brand has consistency and depth: Being consistent means to demonstrate consistency across your communication, gravitas, and appearance. Each of the aspects that your brand highlights have to be backed by tremendous depth of vision, knowledge, and content — consistently. Small inconsistencies can derail personal brand effectiveness.

 

  • A CxO personal brand is a lifelong project: A personal brand is a lifelong project that constantly evolves and changes. So be prepared to invest your time in the long run to build your brand.

Conclusion

A CxO personal brand can be a major force that works in favor of your company. Not enough companies know how to truly leverage the personal brands of their CxOs and not enough CxOs realize that a personal brand doesn’t just impact them at an individual level but impacts entire companies. It is imperative that the CxO take the time and effort to create a respected personal brand that bristles with authenticity and authority and is seen as an industry voice.

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Want to create a powerful Personal CxO brand?

  • TWB_ is the voice of many Technolgy CxO and provides a detailed analysis of how to brand, provides long term content support and digital presence to these CxO’s.
  • TWB_ makes complex technical and business ideas of technology leaders across the world easily understood by their stakeholders. Over forty Fortune 500 technology majors in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences in the US, India, Europe, Taiwan, China & Japan leverage TWB_ expertise.
  • 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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Market & Competitive Intelligence I TWB_
27 Dec

Market Intelligence for Startups 101

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

Market intelligence can be the difference between success & failure of a startup. Market intelligence is mission critical in that it enables you to understand your competitors, customers, and other business environment factors. Most entrepreneurs do not fully appreciate the importance of market intelligence or approach it as a strategic business function though. 

For the most part, entrepreneurs think Market Intelligence is what large companies with their big desks of people churning numbers from a variety of sources including paid reports and open sources. A lot of startups, therefore, rely on gut feel and seat of the pants driving and the VC inputs – to shape and design their products, map out competition and gauge the response of the market they wish to disrupt. But it is not, and it should not be the exclusive preserve of large tech companies.

What does Market Intelligence answer for a startup?

Market intelligence is a good start point to gather evidence for the assumptions of your business. Evidence comes in the form of both qualitative and quantitative information, collected from primary and secondary research that mitigates risk and guides investment. This doesn’t occur only in large companies with a large budget. As an entrepreneur, your investment decisions are even more critical for your success because they may be based on critical cash flows.

What differentiates the custom Market Intelligence TWB_ provides? We focus on creating ‘actionable insights’ married to your strategy rather than more data on your desk.

Market Intelligence can help identify opportunities and monitor market threats. You can create a feedback loop of learning and action involving customers, competition and your marketing action. You can lower the risk of new products or services that you plan to introduce.  Some of what you can answer is,

  • Where, how and who are you going to sell to? That includes geography, pricing models etc.
  • What kind of business models exists? What is the size of each?
  • What are your potential and addressable market? What do you substitute and solve?
  • Are you really disruptive? What are you replacing?
  • Who are your direct competitors? Do they have a diversified portfolio? What is your competitive advantage?
  • How are you going to position yourself? How will you move with market plays
  • Do you compare product/technology claims?
  • What are your weaknesses and strengths in capabilities, USP’s, value & quality, financials, cashflow, people?
  • What is the regulatory environment?

TWB_ Market Intelligence synthesis

What is special about TWB_?

In one word ‘insights’ rather than more data. TWB_ does not just produce data points, rather,

  • Synthesizes research findings & develop insights
  • Uses a perceptual map to build your brand story
  • Defines market segmentation and explain its benefits
  • Conjoint analysis to compute the relative importance of product features
  • Compare various brands and attributes using a perceptual map
  • and lastly, bring a full portfolio of strategic branding and marketing content to help execute your plan

Market intelligence is critical and core process and TWB_ is the partner to produce reliable market intelligence that you factor into your strategic decision making. Market intelligence is an essential tool for viewing the marketplace and making investment decisions and TWB_ has been doing that for the largest telecommunication, life sciences, semiconductor and others for years. It is from that experience we know that it does not have to be a captive function, nor does it have to be standard off the shelf reports. Market Intelligence can be custom, agile, incremental to your needs and focused on actionables rather than data given your positioning and growth trajectory.

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Are you wanting to have real Market Intelligence to help make decisions?

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Internal Communication with TWB_ I www.twb.in
25 Dec

7 ways your enterprise communications will change in 2019

By TWB_ In Communication, HR Communication, Internal Communications, Strategic Marketing /   No Comments

Communication is fundamental for an enterprise and you use Marketing Communication, Corporate Communication and Internal Communication to influence customers, partners, employees, shareholders, governments etc. 2018 saw key communication trends emerge with cloud-based systems from chats to telephony, the advent of video in the mainstream and inflection point of influencers over brand ambassadors with exponential digital reach.

Based on our experience with customers, in enabling their enterprise communication strategies in 2018, this is our take on what will create the most impact for your communication in 2019.

Democratization of Enterprise Communication

The speed of change outside and inside an organization is simply too great for communication to be the sole responsibility of a few ‘designated’ communicators. 2019 will require everyone to be a competent communicator and respond quickly to information that flows up, down, and across traditional channels. Enterprise communication will democratize. 

AI & Emerging Technologies

AI-powered chatbots are already powering customer interactions and they are set to raise employee & partner experience too. 60% of business-to-business companies are likely to redesign their processes to accommodate and ensure human augmentation for scalability and precision. What is your strategy? [Request a copy of the TWB_ book on Leveraging AI in the Modern Technology Enterprise]

Unified customer journey

While the idea of a unified customer or employee journey has taken root the journey still has to be mapped out for most organizations. The communication needs at each touch point yet to be ascertained. Transactional touch points — from invoices to product packaging to salary slips — will emerge as the key places to focus communication on as businesses realize attention spans here are short but attention is highly focused.

Visual & Print Communication

Pictures speak a universal language and with the need to connect to global customers as well as employees visual communication will continue to be a key communication trend both within and outside the enterprise. Print will see an upswing as well — as organizations realize that their focusing on digital only inadvertently closes down a key touch point. Digital and print can work together – and it creates simpler communication for customers.

Outsourcing of Communication

Creating relevant personalized communications requires enterprises to process data & preferences and manage presence across channels. Most organizations just don’t have the expertise to manage all three and it is therefore not easy to deliver relevant and personalized communications that appeal to the breadth of your customers’ preferences and across different media. Outsourcing communications can bring in expertise on demand, reduce costs, and diversify channel strategy. [Read more: TWB_ as the outsource communications partner of the Fortune 500]

Improved Storytelling

Markets will get noisier & storytelling will be the major differentiator between businesses that get noticed and those that don’t. Businesses and brands that create human connections through the art of story will rise. [Read more by TWB_ : Great storytelling for business leadership: What makes listeners connect? ]

Global Teams are driving Internal Communications

Teams are becoming the basic unit of business as more companies move away from hierarchical organizations to functional teams. Teams are likely spread geographically and members have diverse cultures and communication styles. Importantly teams need to resolve conflicts on their own and work through complex issues to arrive at consent on a course of action. This requires people to communicate even more effectively.

 

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Are you looking to create or improve how you communicate?

  • TWB_ makes complex technical and business ideas of technology leaders across the world easily understood by their stakeholders. Over forty Fortune 500 technology majors in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences in the US, India, Europe, Taiwan, China & Japan leverage on TWB_
  • 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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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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TWB_ Strategic Marketing in the IAM space
13 Jun

TWB_ Strategic Marketing in Identity & Access Management

By TWB_ In Strategic Marketing /   No Comments

When a world leader in Identity and Access Management wants to grow 10x faster than the market what does it do? It comes to TWB_ of course. TWB_ provides a range of strategic marketing services for the world’s technology leaders including, positioning, branding, and research, then communicating at each level of the enterprise including business communication, products content, and training. TWB_ helps customers create a consistent brand experience across marketing, fulfillment and operations.

TWB_ will not do positioning or branding or make engaging content or deep content marketing assets without having an unbiased view of the market. That strategic view is what makes our customers win in the market place.

As the enterprise applications explode, connected workforce explode and the linkages between the applications explode, managing the identity of these workforce is not only essential but critical for not only their effectiveness but for the information security of the enterprise. That is what enterprise-grade Identity & Access Management (IAM) does.

The IAM Market

Given the complexity of enterprise solution landscape, IAM comes in many flavors and features. IAM is not new because enterprise applications are not new. But what is changing is that the solutions over the last 2 decades were based on software implementation inside the enterprise, but now are based increasingly as a service that runs on the cloud.

It is an exploding market with IAM penetration expected to be up to 80% by 2019-20 as against 55% in 2017. Within this, the SaaS model based on the cloud i.e. IDaaS will grow faster at > 50% of the new purchases through 2021 as against 20% in 2017 (IDC data)

What are customers buying?: Enterprise customer have existing IAM processes that are insufficiently automated, unscalable, and not secure. When customer look for a solution they may look for  — Identity and Access Management (IAM), Identity Governance and Administration (IGA), Privileged Identity Management (PIM), Consumer Identity and Access Management (CIAM), Identity as a Service (IDaaS). The features that customers look for are Centralized authentication, Single sign-on (SSO), Session management, Authorization enforcement, Enterprise mobility management (EMM), Password Vaulting, Adaptive Access, Bring Your Own Identity (BYOI), etc. Indeed the play in the market is wide with legacy players in each but quickly occupying a convergent space.

As this IDC graphic shows the vendors with the best handle on the IDaaS space with the deepest ecosystem of relationships are the ones that are making the most headway in the market-place.

IDC IAM Golden Quadrants

Buyers are increasingly making a consideration about going with a software or a cloud-based solution. Customers choosing IDaaS tend to be more focused on rapid time to value. The IDaaS market began selling solutions to predominantly small and midsize enterprises – scaling up. IDaaS is often used by midsize and large enterprises as an augmentation of existing IAM software implementations.

  • Whereas only as a service vendor including Centrify, Covisint, Microsoft, Okta, OneLogin partner with software vendors to complete critical pieces of their solution including federation, proxy and agent architectures.
  • The vendors with Software or IDaaS include CA Technologies, IBM, Micro Focus, Oracle, Ping Identity, Optimal IDM, and SecureAuth.

The software vendors such as Evidian, ForgeRock, i-Sprint Innovations are typically the legacy vendors and sometimes the most mature implementations of federation and proxy are the ones that partner with IDaaS vendors to cloud-based solutions. Most significant players are in the 5000-15000 annual customers range already. Though the generic large enterprise vendors with IAM solutions such as IBM, DELL EMC, SAP, Hitachi, Oracle, OpenText, Salesforce etc. will have a significantly different install base.

Looking for a Strategic Marketing partner to create market wins?

 

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The largest Managed Services Providers have some TWB_ in them
29 May

The Managed Services Providers (MSP) of MSP’s!

By TWB_ In Communication, Content, Strategic Marketing /   No Comments

Businesses need to innovate to retain customers in the competitive market and tap new markets to expand and they use Managed Service Providers (MSPs) to do so.  It allows them to focus on their products, service delivery and customer experience as MSP’s manage IT infrastructure, network, security, mobility, and communications.

 

Competitive Market

It’s a highly competitive market with little margin for error in delivery. The global managed services market was $ 155.91 billion in 2017 and is expected to reach USD $ 296.38 by 2023, witnessing a CAGR of 11.32% between 2018 and 2023. The key drivers are information services and managed mobility.

The major vendors in the managed services market include IBM (US), Cisco (US), Accenture (Ireland), Fujitsu (Japan), Atos (France), Tata Consultancy Services (India), Wipro (India), Huawei (China), HCL (India), Ericsson (Sweden), Nokia Networks (Finland), DXC Technology (US), Dimension Data (South Africa) & Unisys (US).

The MSP of MSP’s

But what about the MSP itself as an enterprise – how do they focus on their service delivery and ensure the most effective customer acquisition, the best service differentiation, and the best win rates? In a market where the promise of delivery can be duplicated at the point of sale, and where the services delivery is complex and across the organization the largest MSPs rely on TWB_ to communicate their differentiation and improve win rates. TWB_ is the branding and communication MSP that MSP’s outsource to! This goes across the core branding proposition, to how the sales, inside sales and pre-sales pitch and communicate to large-scale proposals that complement this pitch. TWB_ helps MSPs win more.

Want your innovation to stand out?

TWB_ re-imagines & re-uses marketing, learning & product content to deliver unprecedented quality, time, and cost efficiency. Over forty Fortune 500 technology majors & many exciting startups in the US, India, Europe, Taiwan, China & Japan leverage TWB_’s ability. SME teams in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences mirror the expertise of our customers. 100% of TWB_ content is written for the world markets

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The world's fastest core and edge routers are easier to buy, install & configure because of TWB_ I www.twb.in
28 May

The Internet & the IOT has some TWB_ in it!

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

The Internet changed everything on how data traveled and information became available across the world. Through the 2000s as networking incumbents were challenged by the then startups that changed core routing TWB_ participated in how the world’s fastest core and edge routers were made easier to buy, install & configure. Now as the data explodes again, with the IOT’s we’re doing the same right at the edge of the network with startups and incumbents that are bringing in data into the network.

Complex technology is not just exciting – it is difficult to communicate to customers, differentiate from competition and describe the business benefits of.

Cisco, Alcatel-Lucent & Juniper defined how routing made the internet faster and brought down costs. Then optical plays such as Tejas came in to change access with Fiber-to-the-Home. But complex technology is not just exciting – it is difficult to communicate to the customer, differentiate from competition and describe the benefits. TWB_ catalyzes marketing for the largest product vendors – through branded ‘deep content’ that reflects the technological superiority and business benefits, and reduces friction of technology adoption through innovative and engaging product documentation and training.

TWB_ has made the world’s fastest core routers, edge routers and optical switches easier to buy, install & configure. Now we’re doing the same with the IOT.

Want your innovation to stand out?

TWB_ re-imagines & re-uses marketing, learning & product content to deliver unprecedented quality, time, and cost efficiency. Over forty Fortune 500 technology majors & many exciting startups in the US, India, Europe, Taiwan, China & Japan leverage TWB_’s ability. SME teams in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences mirror the expertise of our customers. 100% of TWB_ content is written for the world markets

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Enterprise Software - key to success I www.twb.in
28 May

How the 5 largest Enterprise Software vendors ease purchase decisions of their products and enhance their technology’s adoption

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

The highly competitive enterprise software market is dominated by SAP, DELL-EMC, Oracle, HP, Microsoft, IBM, CA, VMware, and Salesforce. They enable enterprises throughout the world – through enterprise resource planning, business intelligence, collaboration, human resource management, supply chain management, business process management, customer relationship management, enterprise application integration etc.

Winning in a Highly Competitive Market: Through TWB_’s branded content

In 2018 the spending on enterprise software is approximately $400 billion and the expenditure in the global information technology market is approximately $3,700 billion (Statistica, 2017-18). The mature, global scale and evolving enterprise needs also mean it is a highly competitive market.

So how do the largest most competitive companies sell more, get their customer to experience their products better, train them on complex use cases and get the operational faster? With a little help from TWB_!

5 of the largest enterprise software vendors has some TWB_ in them. To market better they rely on their unique thinking & technological leadership to be in the public space through ‘deep content’ such as white-papers, use cases, and case studies, CxO speaks and other thought leadership papers. A lot of this branded content that is accessed by their customers worldwide is made by TWB_. But is branded ‘engaging’ content that TWB_ creates which includes infographics, marketing and explainer video’s, blog posts and makes it available across their publishing channels that allows their customers to invest their time to understand the ‘deep content’.

How does TWB_ create deep content of such complexity?

Short answer – because we also create the technical content. When we make product manuals and training manuals for complex enterprise applications such as Customer relationship management (CRM), Enterprise resource planning (ERP), Enterprise asset management (EAM), Supply chain management (SCM), Product lifecycle management (PLM) etc it is easy for us to bring that technical understanding into a business situation.

Want your innovation to stand out?

TWB_ re-imagines & re-uses marketing, learning & product content to deliver unprecedented quality, time, and cost efficiency. Over forty Fortune 500 technology majors & many exciting startups in the US, India, Europe, Taiwan, China & Japan leverage TWB_’s ability. SME teams in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences mirror the expertise of our customers. 100% of TWB_ content is written for the world markets

 

 

 

 

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