SDL specialises in content management and language translation software and services. The brand’s services were invaluable in an increasingly omnichannel world, but they needed our help to communicate this effectively across Europe. We needed coverage to speak to CMOs and CEOs, making SDL synonymous with Customer Experience Management (CXM).
To do this, we set about building the profile of its senior team to become thought leaders in the space. An executive visibility programme raised the profile of C-level executives within SDL through proactive pitches such as “the tech company behind a digital Christmas.”
We drove the CMO’s profile with a creative “5 Truths” campaign, releasing research focused on how the millennial generation’s behaviour is forcing businesses to adapt their digital marketing approaches. The agency hosted media briefings and produced digital content including Q&As, bylines, blogs and social media campaigns to run an aggressive thought leadership programme in the UK, France and Germany. We also increased attendance at SDL’s Annual Innovate conference, securing many high-profile journalists through a comprehensive relationship building programme.
In the end, the “5 Truths” campaign alone generated over 100 pieces of coverage, including top-tier titles like the Telegraph and BBC. Our digital content drove significant traffic to the SDL website, and helped achieve a 23 percent increase in LinkedIn followers, 12 percent increase in Twitter followers and 22 percent increase in Facebook fans. Finally, our thought leadership campaign resulted in an article series for SDL executives in The Information Daily, Digital Marketing Magazine, The Marketer, Fourth Source, IDG Connect, IDG Marketers, a Q&A series in TechRadar Pro, and a feature for SDL's CMO in one of the Economist's most tough to get into sections.