Breaking Language Barriers with AI: launching PROMT's B2B NMT Solution
PROMT's introduction of its first Neural Machine Translation (NMT) based automated solution marked a significant leap in the field of language translation technology. This case study details my strategic marketing efforts essential to successfully launching this innovative 2018 SaaS product.
Challenge
The key challenge was to effectively communicate the advanced capabilities and benefits of the NMT solution to a B2B audience amidst a market saturated with various translation tools. The project demanded an overhaul of existing marketing materials, website updates, and strategic positioning to appeal to a tech-savvy demographic.
Role & Responsibilities
Marketing Material and Website Update
Tasked with refreshing and updating all marketing collateral to reflect the innovation and efficiency of the NMT solution for the high-secure offline translation.
The solution contained 9 industry-specific solutions for different types of businesses and a universal project for which the company developed a customizable linguistic mine capable of closed-loop translation, providing maximum security and leakage protection.
Campaign Strategy and Execution
Conducted in-depth market research to understand the specific requirements of our target demographic, which informed our marketing and product development strategies.
We developed a series of tutorials and launched a promotional campaign on several primary industry resources, offering a test period of using the solution. We entered into an effective collaboration, providing an automatic translation system for Russia's most significant technology and supplier-sourcing portal.
Website & E-store creation
Orchestrated the offline solution presentation in Moscow, showcasing the product's capabilities to potential clients and partners.
Webinar Participation and Collaborations
Engaged in webinars and collaborated with IT publications and IT solution providers (AllSoft, SoftLine) to bolster product awareness and credibility about the product.
We entered into an effective collaboration, providing an automatic translation system for Russia's most significant technology and supplier-sourcing portal (TAdviser).
Action taken
01 Revamping Materials
Created and updated all marketing materials, tutorial, and POSM, including brochures and presentations, to effectively communicate the NMT solution's unique selling points to a business audience.
02 Website Enhancement
Oversaw the website's revamp, ensuring it was not only informative but also user-friendly, aligning with the sophisticated nature of the NMT technology and customization abilities.
03 Marketing Campaigns
Initiated and led targeted marketing campaigns, leveraging digital and traditional channels to maximize outreach and engagement.
Results
Enhanced Market Presence
Post-launch, the website saw a 50% increase in visitor traffic, with a 35% increase in engagement on the updated marketing materials, indicating higher interest from the B2B sector.
Successful Product Launch Event
The Moscow event attracted over 90 industry professionals, generating 50+ leads in the first month. Post-event surveys showed a 70% attendee satisfaction rate, leading to 25 new significant partnership opportunity.
Marketing Campaigns Impact
The targeted marketing campaigns resulted in a 40% increase in product inquiries and a 30% rise in user adoption rates within the first three months post-launch.
Effective Collaboration with IT Media
Collaborations resulted in 5 feature articles across leading IT publications, reaching an estimated audience of over 500,000 readers.
Conclusion
We achieved significant milestones that underscored the product's innovative edge through a comprehensive overhaul of marketing materials, a user-centric website update, and dynamic marketing campaigns. The success of the Moscow launch event, coupled with the substantial increase in market presence and user adoption, highlights the effectiveness of our tailored approach to engaging the B2B sector. Furthermore, our collaboration with IT media amplified our reach and established PROMT's NMT solution as a leader in secure, industry-specific translation services. Our journey from conceptualization to launch has bridged language barriers with AI and set a new benchmark for innovation in the translation technology sector.