This innovative program for the business guidebook sought to change the narrative around digital transformation and help shape, define and make the IT services market as it goes through unprecedented change.
The robust 360-degree marketing plan leveraged a wide range of related assets—including videos, blogs, interviews and webinars—and marketing vehicles like dedicated advertising, social media, influencer marketing and in-store book placements to meet its goal of offering guidance about the new digital age.
Besides massively boosting book sales on Amazon, the integrated campaign helped garner wide media coverage, win half a dozen business book awards and accolades and drive social media impressions to the millions—increasing brand awareness as a result. It also assisted in lead and revenue generation for Cognizant—helping to build $730 million of pipeline potential and securing at least $90 million of won revenue.READ THE AWARD SUMMARY LEARN MORE ABOUT THE BOOK
Organized annually since 1998, ITSMA’s Marketing Excellence Awards (MEA) program focuses exclusively on B2B marketing for services and solutions. It is based on a comprehensive, strategic approach to marketing, recognizing that business success requires marketers to move far beyond communications alone.
The 2018 Marketing Excellence Awards focused on seven critical aspects of marketing for B2B services and solutions: Account-Based Marketing; Customer Success; Marketing’s New Tools and Technologies; Marketing Performance; Sales Enablement; Thought Leadership; and Transforming Marketing: Talent, Organization and Culture.