IBM Think Marketing: Content-Led CXO Engagement

Project brief: Content strategy, content development, microsite design, newsletter design and execution

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About

IBM’s Think Marketing initiative focuses on empowering marketing leaders by sharing visionary insights around AI, customer experience, and data-driven marketing. With a rich history of innovation, IBM sought to deepen engagement with CMOs and CXOs across the ASEAN region, helping enterprises navigate digital transformation.

Collaborating closely with IBM, Brandshark provided comprehensive support – from content strategy and development to microsite execution and newsletter marketing. Our work aligned perfectly with IBM’s business objectives: strengthening brand trust and building meaningful CXO conversations across Southeast Asia.

Scope

Content Strategy
Content Development
Microsite Design
Newsletter Design
Newsletter Execution

Industry

Business Consultancy & IT Services

The Challenge

Highly Targeted Audience

Engage time-constrained CXOs with meaningful insights, not generic marketing noise.

Regional Relevance

Craft content that resonates with diverse ASEAN markets without losing IBM’s global voice.

Content Consistency at Scale

Deliver high-quality, brand-aligned content regularly across microsites, newsletters, and outreach campaigns.

Our Solution

Localized Content Strategy

We crafted a full content calendar tailored for ASEAN, focusing on AI in marketing, personalization trends, data analytics, and customer experience evolution — ensuring both global consistency and regional relevance.

Microsite Development

Designed intuitive, conversion-friendly microsites to house Think Marketing resources, encouraging longer engagement times and seamless CXO journeys.

Personalized Newsletter Campaigns

Curated dynamic newsletters segmented by industry verticals, leading to significantly higher open and click-through rates among C-suite audiences.

Sales Enablement Content

Created specialized content assets and outreach templates to empower IBM’s field teams in initiating conversations with enterprise decision-makers.

Unmatched results

30%

higher newsletter open rates compared to global B2B average open rate

44%

increase in sales-qualified leads supported by content marketing

Looking to enhance your business like IBM?

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What our clients say about us

Ayush Jha, Speridian

Their performance consistently exceeds expectations and extends beyond the defined scope.
Brandshark team’s unwavering dedication to our brand’s success has been a critical factor in propelling our business to new heights.

Insights: Illuminating minds, empowering a smarter World.

Branding is the art of making your mark, but marketing is the science of leaving a lasting impression. When the two dance together, they create a symphony that resonates with the world.

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