“Fractional CMO is among great partners I have worked with. If the expectation is looking for jargon-heavy conversation and less on results, then they might not be a great fit but in B2B environment what matters is the pipeline.”
The Challenge of Foraying into Asia Pacific Regions
After establishing itself in the US and UK regions, Turnitin wanted to make a foray into Asia Pacific regions. They faced challenges in creating the right customer base, presenting themselves as a brand in front of the target audience, explaining to the Universities about the significance of using Turnitin to improve the student’s writing skills and to build their reputation, and generating quality leads.
One of the regions they targeted was India.
The decision to make a foray in the Indian market came at the right time as the HRD Ministry of India had made it mandatory for Higher Education Institutes to use plagiarism detection software to curb plagiarism and promote academic integrity. The Indian market was unfamiliar about Turnitin. It was, therefore, crucial to leverage this opportunity to establish itself as a leader and advocate of anti-plagiarism. To achieve this, Turnitin needed someone with sound marketing expertise to help them.
That’s When Fractional CMO Came Onboard
We started with structuring the brand creation and Account Based Marketing strategy for the region. We understood the business in-depth and used Google Display Ads, Re-marketing Ads and Facebook Ads to get traffic to the website. The traffic was further converted to leads using drip campaigns.
Within a month, Turnitin witnessed a strong online presence, which is crucial for the growth of the business. Turnitin successfully created a niche for itself in the Indian market.
Turnitin saw an increase in conversion thanks to the combination of search and display marketing.
The combined efforts of search and display marketing led to the following:
Turnitin is a plagiarism detection software used by over 30 million students in 15,000 institutions in 150 countries.
Incorporated in the year 1998, Turnitin started its journey as peer review application. Turnitin works closely with students to help them learn better and the instructors to help them engage their students in the writing process and helping them to provide personalized feedback to students by assessing their progress.
Here’s what our customer had to say about the entire marketing efforts:
“Fractional CMO is among great partners I have worked with. If the expectation is looking for jargon-heavy conversation and less on results, then they might not be a great fit but in B2B environment what matters is the pipeline.”-- Shantanu Mishra,Marketing Head, Turnitin India