Cognizant
Thought Leadership Programme
Leading global IT Services outsourcing provider, Cognizant Technology Solutions, briefed Marketing Options International (MOI) to strategise and execute a fully integrated go-to-market programme that would generate leads and position them as leaders in business innovation across Europe.
Key facts
Company
Cognizant (Nasdaq: CTSH) is a leading provider of information technology, consulting, and business process outsourcing services.
- 100,000+ employees
- €3.93 billion revenue
Project
- Thought leadership content creation
Challenges
- Lack of awareness of Cognizant in Europe
- Needed to be positioned as a thought leader
Results
- 35% awareness
- 283 marketing leads
- 18 sales engagement opportunities
Strategy
MOI devised a high impact thoughtleadership and brand awareness programme specifically targeting CXOs. To gain maximum impact, the programme promoted a series of exclusive content pieces which focused on solving some of the core business challenges pertinent to the audience at the time, as well as showcasing Cognizant as an innovative organisation in the marketplace.
I have been delighted with the work of MOI around ‘Dr Inspire’. What has surprised me the most is the internal buzz that has been created around this programme! Everyone loves the piece. Most importantly though the sales team are seeing high quality leads in their pipeline which I know are directly attributable to this programme.
Fiona Handley, Field Marketing Manager
Cognizant
To increase business credibility, Cognizant partnered with IDC to verify each content piece as well as develop an independent IDC viewpoint. The viewpoint would be completely independent and would be offered to the target market alongside the Cognizant marketing proposition.
To gain visual impact, the creative strategy centred on the theme of ‘inspiration’ and the introduction of a Cognizant branded character called ‘Dr Inspire’. Dr Inspire would appear across the content pieces and provide a consistent campaign identity that could be utilised throughout the campaign roll out.
The programme was rolled out to 3,500 European prospects, who were all touched 5 times a quarter by a combination of multi-language, highly personalised direct mail, timely emails, personal letters, telemarketing and a branded microsite. To encourage lead generation, prospects had to opt-in to access the campaign content.
Results
This programme has been a huge success across Europe, resulting in 283 marketing leads and 18 sales engagement opportunities to discuss live projects. Through the communication metrics Cognizant were able to measure a 35% increase in awareness from the target marketing during the timeframe of the programme.
