BACKGROUND

Intoware is a UK start-up which has created an industry-leading software platform that lets companies digitalise their paper-based and manual processes.

In early 2018 Intoware asked us to take on the PR and marketing work, to quickly refresh the whole marketing and PR strategy to help drive more sales, and support efforts to raise investment.

OUR STARTING POINT WITH INTOWARE WAS AN OUT OF DATE WEBSITE, TWO BRANDS AND A SINGLE PRODUCT BROCHURE

Intoware gave us two key objectives: increase media and industry awareness through PR, and to create a digital marketing strategy to capture inbound sales leads.

With no internal marketing or PR staff, Big Ideas Machine took on the entire marketing brief encompassing PR, social media, web design, content creation, copywriting and graphic design.

  • The first thing we did was bring the product brand and the company brand together so that customers and prospects would have a much simpler message and customer journey
  • We then built a brand new website based on WordPress so that it could be easily changed and expanded as the marketing strategy evolved. We also integrated a marketing automation platform to allow us to develop an inbound marketing plan which the company could then execute independently of us
  • At the same time, we created a new investor deck that included the new company messaging and branding
  • We created new marketing collateral for the sales team including a printed brochure, sales sheets, customer case studies and branded roller banners

WE COMBINED INTOWARE’S TWO WEBSITES INTO A SINGLE DESTINATION OPTIMISED TO CAPTURE INBOUND LEADS

We handled all of the design and build of the website in-house, ensuring the site was SEO and speed optimised.

Initially, there were separate sites for the corporate identity and the product, so we combined the two to improve the SEO and remove the confusion of having two separate and disconnected websites. The new site became central to the new content marketing strategy.

OUR PR STRATEGY FOR INTOWARE FOCUSED ON BUILDING THOUGHT LEADERSHIP ACROSS KEY VERTICALS

While all of our work on the branding and sales materials was important, we also needed to secure media coverage.

By targeting trade publications in key verticals such as manufacturing, oil and gas, logistics, pharmaceuticals and aerospace we generated 24 articles in the media over 12 months, generating more than 77K views and almost 1000 social shares.

100% OF THE PR AND CONTENT CREATION WAS BUILT INTO THE OUTBOUND SALES AND MARKETING

As an early-stage company in a new but competitive space, the Intoware sales team needed active support from Big Ideas Machine. We worked directly with the sales team on case studies, sales presentations and event branding; we even went along to sales and account meetings to meet some pretty big clients!

This hands-on approach was essential and gave us invaluable insight into how customers were using Intoware’s technology – which we could feedback into the PR efforts.

AS PART OF A SIGNIFICANT SERIES A FUNDING ROUND, WE WORKED CLOSELY WITH THE CEO AND ADVISORS TO BUILD A COMPELLING INVESTMENT STORY

It’s always a privilege to get involved in funding rounds with clients, as it’s a hugely exciting – and pressured- period for any high-growth company. Drawing on our experience of previous successful investment rounds for other clients, we crafted a modular presentation that showed the market opportunity and explained Intoware’s technology in a way that brought the whole opportunity to life.

The team at Big Ideas Machine couple their clear understanding of our business with the flexibility to support us across all of our PR and Marketing needs and have delivered outstanding results on all these fronts.

James Woodall, Founder, Intoware

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hello [at] bigideasmachine [dot] com

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