Go To Market Strategy, Branding & Lead Generation

Description

Promena is a Turkish based procurement and supply solutions platform that automates procurement processes and helps organisations optimise costs. This empowers Promena’s customers to streamline workflows, reduce the time and resources required for procurement and achieve better control over their supply chain.

Being part of Koç Holding, Turkey’s largest conglomerate, Promena’s client base is primarily Turkish and largely consists of other Koç Holding companies. In an effort to boost sales, expand the business and be included in the Gartner Magic Quadrant, Promena approached SWC Partnership to help boost its presence in markets outside of Turkey.

Challenge

Promena has virtually no presence outside of its own country and its sales and marketing has primarily focused on Turkish audiences. This would mean any push to boost awareness, and eventually sales, outside of Turkey would require deep research into the procurement market of different regions and a clear understanding of how to market to them.

Whilst part of a much larger organisation, Promena itself is a relatively small company operating in a highly competitive market, meaning any marketing efforts would be up against bigger and more established players with larger budgets.

Solution

We formed an agile team to support the preparation, planning and execution required for a major brand awareness & lead generation campaign. The initial steps included four key preparatory phases:

One day workshop (in person)

Go-to-Market Strategy

Creative Concepts

Channel Marketing Plan

Marketing Plan Activation

This helped us to determine Promena’s primary target markets, the key personas within them, USPs, messaging and proposition, as well as the strategies and tactics open to us to establish Promena as a known, liked and trusted provider of procurement solutions.

Impact

Over the course of 12-months, we built a strong, friendly relationship with the client, delivering an achievable strategy that helped boost awareness amongst European audiences and generated leads for Promena’s sales teams. This has been achieved through focused research on local markets and competitors, the development of a distinct proposition and refreshed brand, and providing key support for their attendance at international trade shows.

On the strength of that support, SWC has gone on to plan, execute and optimise a highly successful sales outreach programme, targeting procurement decision makers that has exceeded expectations and provided Promena with a regular stream of leads. This has been run alongside an IP tracking incentive that has given Promena additional insight into the traffic visiting their website to better inform their sales teams in their approach and conversations.