In support of the national IT/BPM sector of Sri Lanka, Stax was engaged to design the national portal for the sector, and launched a digital marketing campaign (DMC) to elevate the industry and its companies.
Through in-depth primary research, Stax assessed behavioral habits of key target segments (CXOs in mid-tier organizations) to inform the appropriate messaging for both the portal and DMC.
Stax also utilized its proprietary database including 1,800+ IT-related engagements to identify primary needs of potential customers when looking to source technology and service partners (companies that provide professional services, enterprise and consumer products, software development services).
The primary research was also used to inform positioning and channel strategies for the DMC.
Stax utilized a test and learn approach for its DMC – refining messaging and channel strategies based on learnings over a three month period.
Successfully executed the digital marketing strategy based on a segmented view of the market, utilizing findings from our research to inform the messaging and channel strategy.
Developed a website incorporating findings from research to inform types of content, information to be displayed on website, and lead management process for inbound queries.
Findings revealed key concerns of potential customers, helping map relevant messaging and allowing the Sri Lankan IT/BPM sector to highlight its unique strengths when addressing these concerns.
Through our research, we were also able to identify key channels for the DMC and core elements to be included within the portal.