Tag: Case Study
The Anatomy of Thought Leadership
Applied correctly, thought leadership can transform the thinking and behaviour of individuals and markets on a global scale. A simple innovative idea, expressed succinctly can dramatically change the direction and fortunes of an organisation. More..
Posted: September 29th, 2009 / 5 Comments /
Computer Associates Driving Event Registrations
Rapid market growth in ITSM was already a major feature in 2008. To capitalise on their previous success in Service Management, CA’s EMEA team approached Abachi to design an online campaign to reach across the European IT community. Previous ITIL marketing activity had already created a pool of pipeline leads interested in CA’s solutions, but engaging them with CA Strategists, and converting leads to prospects required a new approach.
Working closely with campaign managers, the events were designed around three products in the service management suite; CMDB, Service Catalog and Software Compliance to be hosted locally in each country. Abachi rose to the challenge with our in-house design, copywriters and builders to deliver clear informative creative, integrated into CA’s own digital marketing system.
With the success of the first big five countries, new events are now being added to the calendar as the campaign is extended further into the Service Management Community.
Posted: July 2nd, 2009 / No Comments /
Merrill Corporation Virtual Deal Rooms Case Study
Merrill Corporation, recognised that establishing market leadership confers great commercial advantage. But it is difficult to achieve and maintain. Merrill Corporation, recognised that they needed to protect their reputation as a global legal services player. A rash of new technologies and players threatened their leadership in mergers and acquisitions, specifically in the provision and service of ‘Virtual Deal Rooms’ (VDRs). Company lawyers, accountants and advisors are increasingly using VDRs to access company documentation as part of the due diligence process.
Merrill relied on APM Digital’s copywriting skills to author a five chapter reference book on ‘Virtual Deal Rooms’. This reference work, updated annually, provides a technical description of the technologies, a review of best practice and how different groups can get the most out of the systems: buy side, sell side, advisors and company owners.
The APM Digital authored work is used by M&A professionals and firmly established Merrill Corporation as the market leader in VDRs.
“Working with APM Digital was a joy, their professionalism, clarity of copy and ability to hit a punishing publication schedule made the project a success.”
Ceri Jones, VP Marketing
Posted: July 2nd, 2009 / No Comments /
PFIKS Winning in Government Case Study
Securing government business can be very rewarding; contract values are large and payment is guaranteed. But these riches are not easily surrendered. Existing suppliers guard their relationships carefully; the size and complexity of departments make identifying decision makers demanding, political sensitivities need to be recognised and managed. Winning government business takes careful planning, detailed knowledge and time.
PFIKS’ collaboration suite (Intelligus) was being piloted by a senior project director in BERR (formally the DTI). It significantly improved business process. Projects were completed in a fraction of their traditional time. However, little was known about the system. To win more business, PFIKS needed to inform and educate all BERR project managers. They also needed to identify key decision makers and influencers.
APM Digital’s experience in key account campaigning was crucial to PFIKS success. We designed a multi-part integrated digital campaign which positioned PFIKS as a thought leader. Creating the main messages was only part of the answer. Our copywriters produced white papers, case studies, fact sheets and business case calculators in ‘government speak’. We segmented our extensive opt-in public sector database to target project managers and suspected decision makers in BERR. Viral elements of the email campaign uncovered other influencers in the department.
Within three weeks PFIKS the campaign had delivered several successes: sales professionals were catapulted over ‘gatekeepers’ and into meetings with major decision makers, further business was secured and the department is currently considering rolling out PFIKS’ Intelligus system to all project managers.
“We are delighted with the results, Intelligus is now well known and its benefits understood by the department. The APM Digital campaign delivered in a matter of weeks what would have taken us over 12 months to achieve.”
Paul Thompson (CEO PFIKS)
Posted: July 2nd, 2009 / No Comments /