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Interwoven

What they asked us to do ...

  • Grow profile in the UK and position the company as a leader in ‘customer experience’ content management solutions

  • Increase share of voice across business, technology and enterprise content management media

  • Position as the authority in content management in its key service sectors

Measure of success in UK:

  • CXOs and directors know who Interwoven is and content management is on their radar

  • Companies in its target markets know how content management benefits their business

  • Market influencers are evangelists for content management and Interwoven

What we did ...

We developed and grew strong relationships with a ‘supporters’ club of media, which comprised of 15 core titles that determined the view of the enterprise content management market in the U.K.

Activity included:

  • ‘Guru’ training of spokespeople to draw out fresh thinking and perspective, which supports:

- 1-2-1 media interview programme with Interwoven spokespeople

- By-line article placement in tier-one trades

- Seeding of trend stories led by Interwoven thinking

- Inclusion of Interwoven commentary within relevant feature articles

  • Customer advocacy initiatives via case study placement and industry events
  • Tailoring of global solutions announcements for UK media
  • Tracking and management of industry award opportunities 

 

Our results ...

Results in a 12-month period:

  • Shift in share of voice from zero to hero, placing Interwoven at number one with 28.9 percent* share of voice

  • Outperforming competition: 14.6 percent* ahead of its nearest competitor FileNet and 21.9 percent* ahead of IBM ECM for two quarters in a row

  • More than 225 pieces of branded coverage

  • More than 20 one-to-one interviews

  • ROI of 18:1

*Apollo Report, October 2005 – June 2006

Said Jenny Quayle, Senior Marketing Manager, EMEA, Interwoven, Inc.: "We have worked with C&W for a number of years now.  They have a fantastic team who over exceed on everything they do and are a pleasure to work with."