Promena: expanding a Turkish procurement leader into global markets 

Challenge

Promena, a leading Turkish procurement and supply solutions platform, had a strong domestic presence, primarily serving Koç Holding companies. However, to fuel international growth, increase sales, and secure inclusion in the Gartner Magic Quadrant, they needed to expand beyond Turkey. 

With little existing brand awareness outside of its home market, Promena faced stiff competition from larger, well-established global players. Breaking into new regions required deep market research, strategic messaging, and a tailored go-to-market approach to resonate with international audiences. 

Solution

SWC Partnership designed and executed a comprehensive brand awareness and lead generation campaign tailored to Promena’s global expansion goals. Our process included: 

• In-depth market research & strategy: conducted a one-day workshop to define target markets, key personas, USPs, and messaging framework. 
• Go-to-market roadmap: developed a strategic approach for international expansion, covering positioning, communication, and competitive differentiation. 
• Creative concept development: established a refreshed brand identity and proposition to stand out in competitive procurement markets. 
• Multi-channel activation plan: designed and implemented a tailored marketing campaign across digital, content, and events to boost awareness and engagement. 

Results

• Successful entry into European markets, increasing brand awareness among procurement decision-makers. 
• Consistent lead generation, exceeding expectations through a highly targeted sales outreach programme. 
• Enhanced sales insights, utilising IP tracking to monitor website traffic and provide Promena’s sales team with actionable data. 
• Stronger international brand presence, with a refined strategy that supported their participation in global trade shows and industry events. 

Looking to scale your brand globally?

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