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...
Develop & grow strong relationships with a ‘supporters’ club of media – comprising of 15 core titles who determine the view of the enterprise content management market in the UK
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 1 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%* share of voice
- Outperforming competition: 14.6%* ahead of its nearest competitor FileNet and 21.9%* ahead of IBM ECM for 2 quarters in a row
- Over 225 pieces of branded coverage
- Over 20 one-to-one interviews
- ROI of 18:1
*Apollo Report, October 2005 – June 2006
Client Quote...
"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."
Jenny Quayle
Senior Marketing Manager, EMEA
Interwoven, Inc.