Global IT Services Companies Case Studies

January 2021

Global Technology & Digital Solutions

Company: LTI is a global technology consulting

and digital solutions company with operations in

30 countries.

Role: Freelance Field Marketing Manager

Contract: January 2016 – June 2018

Role & Responsibilities:

• With no local marketing in Europe at that

time, initially contracted to create and

manage lead generation campaigns for

European Sales Team.

• Activities included lead generation

campaigns, local AR/PR, partner support,

and events management, including partner

events, tradeshows, sponsored roundtables

and LTI-led events.

Strategy:

Content, branding & lead generation campaign

with the Process Excellence Network

Results:

• Phase 1: Online survey to their Members

- 190 people participated

• Phase 2: Survey Infographic promoted

to PEX members - 400+ international

downloads + 5 meeting requests

• Phase 3: Webinar with NelsonHall

(chaired by PEX) - 300 registrations + 7

meeting requests

• Phase 4: White Paper promoted to PEX

members - 300+ downloads + 3 meeting

requests

• Phase 5: Telemarketing via IDG for

Follow-up - 5 meeting requests

• Phase 6: Email Lead Nurturing – warm

leads fed back into Telemarketing or

handed to Sales

Global RPA thought leadership

& lead generation

Client / Contract Overview

Global Technology & Digital Solutions

Strategy:

• Focused PR engagement to build awareness

around SAP capabilities

(6 month commitment)

• Campaign tele-calling around specific SAP

programmes (SolMan 7.2 & BW to Hana migration)

Results:

• Calling: 9 leads, including 1 confirmed

workshop

• PR: Online and print coverage in 128 publications

representing ad value equivalent of €920k (x 27

ROI)

SAP capability awareness

& lead generation in DACHInsurance capability awareness

& lead generation in Europe

Strategy:

Integrated media partnership with Insurance Post.

• Phase 1: Membership of Digital Insurance

Collective

• Phase 2: Event sponsorship

• Phase 3: Roundtable with Target Account List

as participants

• Phase 4: Gated Content on Insurance Post

and Insurance House websites.

• Phase 5: Email campaign with new Content

• Phase 6: Telemarketing follow-up

Event

ExperienceWebinars

Workshops

Roundtables

Exhibitions

Conferences

Hosted Events

Advisor Dinners

Client Dinners

Seminars

User Groups

Training Courses

Global Technology CompaniesCase Studies

January 2021

Commercial Content Solutions

Company: US HQ’ed market leader in cloud

software company for life sciences

Offering: Cloud solutions spanning R&D

through to drug commercialisation

Role: Freelance Field Marketing Manager

Contract: February 2019 – December 2020

Role & Responsibilities:

• Initially contracted to cover for role holder

who was on long-term sick leave, but

become a longer term position

• Responsible for European field marketing

activities for the Commercial Content &

Medical product lines.

• In 2019, deployed existing marketing plan

working closely with US marketing &

product team and global product strategy

teams.

• In 2020, responsible for the development of

the 2021 marketing plan.

3rd Annual Digital Asset Management

for Life Sciences Forum

Objective:

• Increase awareness of DAM within marketing

audience of install base

• 125 registrations; 100 delegates; 75% from

marketing

Strategy:

• Move from Physical to Virtual Event

• Afternoon of customer speakers

• Guest speaker from industry

• Interactive roundtables

• Live animator for additional interactivity

• Promoted via social, email and sales

Results:

• 250 registrations (420% YoY increase)

• 145 attendees (300% YoY increase)

• 49 companies (188% YoY increase)

• 86% of attendees from target accounts

• 60% of attendees a marketing contact

• 25 countries (179% YoY increase)

Client / Contract Overview

Commercial Content Solutions

Animated Gifs & Static Banners

Live Digital Animator

Objective:

• Downloads from target

accounts

Strategy:

• Third party content

syndication

• Banner Advertising

• Inhouse email campaigns

• Blog posts

• Social campaigns [Paid and Organic]

Ebook Promotion Testimonial

Two years in a row, Katrina

managed our annual Digital Asset

Management Forum – as a physical

event in Amsterdam in 2019, and

then as a virtual event in 2020.

In 2019, Katrina was new to the

team and jumped straight in to

successfully deliver the event, and

in 2020 she project managed its

transformation into a virtual event –

with registrations quadrupling and

attendees tripling on the previous

year. Throughout our time working

together, Katrina provided me with

every confidence that the event and

our clients were in safe hands.

Huw Jenkins

Director DAM Strategy,

Veeva Systems

Medical Affairs Solutions

3rd Annual European Medical Leaders Forum

Objective:

• Build awareness of Veeva’s vision for Medical 2025 with medical affairs leaders.

Strategy for integrated campaign:

• Invite 8-10 senior medical leaders for excusive discussion on challenges & trends in Medical Affairs

• Produce white paper from discussions

• Digital lead generation campaign with White Paper as a gated asset

Results:

• 9 participants at Leaders Forum

• 100+ relevant White Paper downloads over campaign

Rolling Banner on Third Party Website

LinkedIn Carousel Adverts

UK-based Start-ups & SMEs Case Studies

January 2021

Aircraft Records Management

Messaging and Website Refresh

Objective

Create stronger value proposition for core offering &

improve visual of existing website

Strategy

Ran a series of internal workshops with key

stakeholders to redevelop product messaging, which

was then rolled out across product collaterals and

the website.

Deliverables

• Product: Repositioned core product as a series

of solutions to better appeal to our target

markets

• Content: Developed value proposition

messaging and wrote new home page copy

and all solution pages. Updated sales tool

PPTs.

• Website: Redeveloped home page and

created whole new “What We Do” section

• Graphics: Developed a series of icons to better

communicate value proposition

• Training: Delivered new messaging to sales

team in onsite meeting

Company: FLYdocs – UK based; young &

growing fast; acquired in 2018 by Lufthansa.

Offering: Document management software

and services for aircraft leasing market

Role: Freelance Chief Marketing Officer

Contract: January 2017 – January 2019

Role & Responsibilities:

• Strategy & planning, international events,

PR, content development, digital & social

campaigns & Website

• Working closely with Global Sales Manager

in the development of lead generation

campaigns for growing team of regional

sales managers [Europe, Asia Pac &

Americas]

• Keeping the industry aware of FLYdocs’

rapid growth by showcasing client wins and

success alongside company developments

on the FLYdocs website and LinkedIn

Client / Contract Overview

Aircraft Records Management

Lead Generation Webinar with Media Partner resulted in 200+ registrations with an opportunity value of $2m

4-step threaded email campaign produced a response rate of 2-3% for information requests.

Events ManagementMRO Europe, MRO America

Aircraft Records Management

Content Management

Strategy

Ongoing development of new content [team

updates, product developments, new clients &

project go lives, intro videos, infographics etc

Results

• 60+ posts during tenure – contributed to

growth in social & inbound enquiries

• See all at: http://flydocs.aero/news-views/

Product Videos

http://flydocs.aero/news-views/see-benefits-flydocs-airlines/

Infographic & PR

http://flydocs.aero/news-views/flydocs-

global- revenues-grow-50-fy-2016/

Aircraft Records Management

Internal Communication Monthly internal newsletter with details of customer developments, upcoming events & team updates.

Social Media Strategy

Regular updates on LinkedIn supported by sponsored

campaigns.

Results

Organically grew LinkedIn following from 950 to over

3500 https://www.linkedin.com/company/flydocs/

Testimonial

“In Katrina we found someone we could

trust to take care of our marketing

activities until the time was right for us to

hire a full-time inhouse marketing

manager. With little supervision, Katrina

took control of the development and

deployment of the FLYdocs marketing

plan.

As a relatively young company with a

great track record, but ever more

ambitious growth targets, ongoing lead

generation and awareness campaigns

were crucial to the role.

In addition, Katrina project managed the

redevelopment of our value proposition,

managed our social channels, developed

new content, managed our participation at

industry events, and kept our website up

to date. In short – Katrina was a valued

and valuable asset to our team.”

John Bowell

Global Sales & Marketing Director,

FLYdocs

Capital Market Document Management

Advocacy Programmes

Strategy

Turn customers into advocates to support

content-driven awareness campaigns

Key Activities

• Case Studies

• Video Testimonials

• Award Submissions

• References

Company: Scribestar – UK

Headquartered, privately funded SME

Offering: Document management

software for managing capital market

transactions (such as IPOs, M&A

activities)

Role : Freelance Marketing Manager

Key responsibilities

• Work closely with COO and Head of

Sales to provide project-based

events, lead generation, content

development, and social media

management.

Contract : Jan 2018 – Mar 2019

Client / Contract Overview

JAN 2018 to MAR 2019

• Triple Point Case

Study

• Travers Smith

Case Study

Capital Market Document Management

LinkedIn Awareness Campaign

Strategy:

• 20 branded Social Media posts uploaded 1

per week

• Supporting Sponsored Content

• To be supplemented by additional

commentary

Results:

• 20% increase during campaign period https://www.linkedin.com/company/scribestar/

Lead Generation Strategy

4 step email campaign to cold accounts

Results:

• Follow Up Requests: 2-3%

Testimonial

“ We found Katrina online and after speaking

with one of her other clients, decided she would

be a good fit for Scribestar.

Katrina provided ad-hoc marketing support –

developing content such as press releases,

blogs, case studies & video testimonials,

improving our presence on LinkedIn, and

working with our sales manager on targeted

lead generation campaigns.

If you are looking for someone to quickly

understand, integrate into, and add value to your

business from the get-go, I’d have no hesitation

in recommending Katrina.”

Niels Montanana

COO, Scribestar

katrina@themarketinglady.co.uk

07714 753308

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