Best use of content marketing: TCS Retail decision maker campaignTata Consulting Services (TCS) came to the table with two offers for retailers focused on e-Commerce and Master Data Management – the question was would they listen? Despite having a good story to tell there was a concern that UK retailers lacked awareness of TCS’ global industry footprint – and local delivery capabilities. We therefore decided to get personal, and to champion quality over quantity in a bid to build meaningful engagement with the target audience.• This was a senior decision-maker campaign, aimed at 29 organisations• We needed to identify individual contacts, as well as the specific business challenges they faced• The result was a bespoke report tailored to their immediate concerns• Engagement levels reached 190% of target• Content was the primary driver of success, providing a platform for initiating conversations based on demonstrating relevance, value and the benefits of change.“For TCS, the campaign represented a first touch point to many UK retailers. The approach taken enabled us to engage the audience, demonstrate our understanding of their market challenges, and provide a framework for faceto-face discussions.”Matt Skipper, Director, - Horizontal Marketing & Campaigns Europe, TCS