Before partnering with Lynton, AVEVA North America experienced difficulty getting content and design initiatives off the ground. Lynton stepped in, carefully learning their branding guidelines and what AVEVA’s internal teams valued most from marketing campaigns. Now, Lynton is an extension of their creative team and provides quality and fast turnaround on copywriting and design projects.
AVEVA is a global leader in industrial software that provides engineering, planning and operations, asset performance, and monitoring and control solutions to help organizations drive digital transformation. AVEVA helps connect the power of data and artificial intelligence with human insight to eliminate silos and empower strategic decision-making. In turn, businesses improve safety, reliability, sustainability, and delivery.
AVEVA has over 6,000 employees in 90 locations across 40 countries, all working in dispersed business units. Their teams work with 5,500 partners and 5,700 certified developers and service over 20,000 customers worldwide. Describing them as an enterprise is almost an understatement, but that’s what they qualify as, and consequently, they’re constantly launching new campaigns while running existing ones.
No matter what size a company is, organizing and managing various marketing efforts can be challenging. For AVEVA’s North American team, they had trouble balancing these objectives with other business goals. Their internal teams didn’t have the time to devote to some projects, which became challenging when something needed to be done quickly. Essentially, their team still needed to get their marketing campaigns off the road, no matter the internal situation. That’s where we stepped in as an extension of AVEVA’s team, working diligently to match AVEVA’s branding, content, and design guidelines.
The relationship between our team and AVEVA started in 2017 with a few select content and design projects. Over the years, we’ve ramped up efforts considerably. In 2020, AVEVA responded to COVID-19 by canceling their in-person world conference events, opening up their budget to more digital marketing, which they elected to work with us on.
We’ve collaborated on several different individual projects that showcase certain AVEVA solutions to targeted industries throughout the partnership. These campaigns all consisted of either copywriting or design and, in some cases, development. Generally speaking, AVEVA provides the topic and guidelines to us, and we offer a fast turnaround on deliverables. Whatever the assignment, we provide thorough, well-designed, and well-thought-out content.
Here are some examples of standout projects we’ve worked on for AVEVA North America:
When AVEVA wanted to try their hand at account-based marketing, they turned to us for assistance. Their team narrowed down the particular audience, cosmetics producers, and manufacturers, then reduced their campaign to roughly 1,000 contacts. Together, we built a comprehensive strategy then crafted specific content aimed at the intended audience of this particular solution. Our teams:
When COVID-19 disrupted much of the industries that AVEVA caters to, they wanted a way to highlight how their solutions can help - in positive and negative economic environments. This resulted in our teams conceptualizing a consideration-level microsite that helps promote their Asset Performance Management (APM) software. For this, we:
AVEVA’s North America team consists of leading industry experts contributing to AVEVA’s content marketing efforts by conducting focused webinars. They run anywhere from five to eight webinars a month, with some months exceeding this target. While they had the “pre-marketing” locked down for these, AVEVA needed a better way to follow up with registrants. Our teams:
Food Dive is a leading publication that offers insight into the most impactful news and trends shaping the food industry, covering topics such as manufacturing and packaging. AVEVA’s MES software greatly benefits the food and beverage industry. Their teams, along with guidance from ours, explored a content syndication campaign with Food Dive to target these specific manufacturers. For this campaign, we:
After seeing success with their account-based marketing campaign that targeted cosmetics producers and manufacturers, AVEVA shifted to data centers. However, this time they wanted to showcase their Unified Operations Center (UOC) solution. We followed a similar pattern and:
AVEVA’s solutions are robust and powerful, but they can appear overwhelming for prospective customers and customers alike. In fact, AVEVA noted that some of their users only engaged with a slim portion of the software they purchased. To help their client base get the most out of their investment, the North America office devised a campaign called the “Did You Know” webinar series. The series of 15-minute webinars aim to show off everything their solutions do. To make this campaign successful, we:
During the whole of our partnership, we’ve consistently impressed AVEVA with our content. They know that whenever they can’t get stuff done in house, they can turn to us and receive quality, branded work that gets results such as:
All of the assets, minus DemandBase ads, are still available to AVEVA users on an ongoing basis, meaning they continue to offer ways to educate prospects and customers. Their team also continues to be wowed by our efforts, coming back to us time and time again with new initiatives that require assistance. Hear how their Senior Industry Marketing Leader describes our ongoing relationship:
Lynton has consistently been a go-to partner for our team. Not only have they taken the steps necessary to understand our customers, messages, and brand perspective, but they conveyed them very well in our marketing efforts. Even more importantly, they truly understand how to work in the HubSpot environment and double our team’s efforts. Any time I have an important project or campaign, I start with the Lynton team and work inward for final approvals from our Brand team. Every time, the initiative has been well received or has become a standard for our team. BRAVO Lynton! Andy Dominguez Senior Industry Marketing Leader - AVEVA, North America Unit
