Making Holistic Marketing the Key Strength of an IT Company

Lena is a fast-growing global solution provider that enables organizations to place technology at the heart of their transformation by building disruptive software products. Specializing in computerized maintenance management (CMMS), mobile field service management applications and mobile application development, Lena has been building disruptive software solutions for over a decade and has partnered with clients including Shell, Intellica, Opet, Evam, and Hadi.

The Challenge

Lena had traditionally focused on the technical aspects of its solutions and came to MWJ in search of a fresh approach. The challenge for MWJ was to create a rebranding solution that would take Lena to the next level. It was clear from the start that Lena wanted their ambition, know-how and expertise to be reflected in the way that they already present themselves in the competitive global tech market.

“Finding an agency that understands the technical capabilities of our products and writes attractive content was not easy for us. MWJ IT know-how is the most impressive thing about this company.” Serhan Kose, co-founder and CEO of Lena, told us.

It was essential for Lena to show the digital transformation they offer, across all their marketing communications. Their goal was to combine the power of content marketing with their digital marketing operations, and then to combine these two areas with the ultimate goal of turning their website into a lead generation machine.

The Solution

MWJ proposed a holistic and integrated marketing approach. Starting from a strong value proposition, our plan was to increase Lena’s presence on Google and other relevant social media channels to provide a one-stop-shop for the most critical marketing activities. We aimed to empower Lena to engage with its target audience through insightful thought leadership content to attract and convert high-quality leads.

We began by creating a new value proposition for Lena which communicated the clear customer benefits of partnering with Lena. The solution was based on extensive onsite Search Engine Optimization (SEO) for Lena, with MWJ taking over the management and scheduling of Lena’s Google and third-party ads. By leveraging the power of SEO, MWJ increased Lena’s brand awareness and generated an increased stream of relevant traffic.

By creating relevant up-to-date blogs, case studies, and e-books, as well as company videos, MWJ raised Lena’s brand. This led to an increase in qualified leads and an inevitable increase in conversions. It also raised Lena’s profile in the tech market through a series of public relations activities.

MWJ’s tailor-made approach created a social media strategy in perfect alignment with Lena’s overall marketing goals. The strategy became a powerful tool in driving brand awareness and customer engagement. Using the power of social media, MWJ took the best of Lena’s capabilities and presented them in a tone and style tailored to its target audience.

The Result

Within just 16 months, MWJ has created more than 40 blogs, case studies, and e-books for Lena. Each of these have been shared on LinkedIn and Twitter to provide maximum reach. Lena has achieved a 405% increase in organic impressions on Google, and visits to its site are up by 575%. In addition, two digitally generated enterprise-level leads have converted to sales.