The Challenge

Global IBM Locations Struggled To Adopt
New Industry-Specific Marketing Communications Effectively

The company had to refresh the industry-specific marketing communications and
launched a new platform for 19 Industries made of over 200 webpages that to be localized in Europe.

The team then realized that every country encountered similar problems in the adoption process and took
very long to solve them or didn’t know where to find the necessary information to update on the pages.

The Solution

Location-Specific Marketing Initiatives Aimed At Streamlining The Process

The team aimed to streamline the adoption process by allocated dedicated strategists to each location.
Upwards of 12 digital strategists lead the project for each region in Europe – and those team members used
their experience to build guides and share know-how to reduce delivery time.

Examples of industries they located in the global locations include:

  • Insurance
  • Retail Consumer Products
  • Telecommunications & Media Entertainment
  • Energy


Coordinating Global Teams With Localized Precision

In order to execute the task, the team provided daily status updates to make sure project was on track and help local teams solve unexpected problems. They also created a localization guide for local teams to follow standards.

In addition, the team cultivated a community to share know-how and gather the local configurations needed by teams to publish pages faster.

Finally, the team understood that by having an industry-specific marketing microsite available to those locations, the team was able to shift from a product-lead campaigns to industry-specific marketing communication, integrate better with marketing events and increase organic traffic from keywords that they were not ranking for previously.

The Results

In 5 months, the team achieved:
  • Over 100 stakeholders
    and 12 team members
  • 19 industry
    microsites launched
    in 21 countries
  • 200+ webpages
    localized in
    11 local languages

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