TCG Process
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Executive, global sales and marketing consulting and digital content strategy for a Swiss-based intelligent automation software provider.
Client challenge
TCG Process had only recently expanded to the Americas from its Swiss headquarters, putting an industry veteran at the helm. With a large focus on growing its US market following success in Europe, TCG Process’ new managing director knew he would need to invest in a targeted and lean digital marketing strategy to gain brand awareness in the competitive intelligent document processing software space.
Additionally, a decentralized governance structure and marketing model meant that there wasn’t a large volume of corporate materials available to immediately localize and take to market. It wasn’t long before the new managing director out of Australia was reaching out for similar support.
Our collaboration
The first challenge was fostering cross-cultural communication in this previously decentralized organization. Working with the US, Australia and international teams, along with the product management team, we identified and prioritized marketing content needs as well as corporate marketing infrastructure goals, acting as a fractional CMO.
With a decade of experience marketing business process automation software and solutions, we were able to quickly understand our client’s value proposition and identify personas to target in the US. Initially, our work focused on updating key landing pages on the TCG Process website to facilitate quick time-to-live digital marketing initiatives.
Once these brand awareness and lead generation activities were up and running, we adapted and translated key content pieces from international subsidiaries, localizing them for language and style to appeal to the company’s US and Australian buyer personas.
With a foundation of compelling content and campaigns up and running, we set to work on revamping the organization’s website. Meanwhile, as their global team continues to expand, we produce content as needed, including web copy, white papers, press releases, social media content and infographics, as well as case studies–with minimal training required.
Key for the TCG Process team is case study development, which helps to validate their value and build trust with prospects as they move into new markets. We create content together with their customers and partners around the world, for everything from blog posts to video interviews.
BOB FRESNEDA,
Managing Director, TCG Process Inc.
