Repositioning Success for a Global Semiconductor Engineering Firm
From invisible to market recognized in semiconductor services in nine months.
A leading semiconductor engineering services firm. Exceptional technical capability. Clients include major semiconductor manufacturers and government clients. They were facing two problems; which was keeping them awake at night. The market was not aware of them and, just as important, they were not able to attract the quality talent that they required.
In semiconductor engineering, capability alone doesn't win clients or attract talent. Visibility does. This firm had built something genuinely impressive — but outside their existing circle, they were practically invisible.
Here's what was actually broken when we walked in:
Communication: The firm was doing complex engineering services, but they were not communicating them well. The language they were using was too technical, too promotional, and did not clearly distinguish them from others in the market.
Brand: A lot of this industry is built over time, on reputation, and the firm did not have a brand presence, outside their existing contacts.
Thought Leadership: They did not have any thought leadership presence, no podcasts, webinars, blog or articles. In an industry in which they were deeply embedded, they were not leading the conversation in any way.
Employer Branding: Talent availability and talent acquisition are serious issues for semiconductor companies. Having a strong presence on the employer brand front would have helped them acquire the talent they needed.
No ABM strategy: Existing client relationships weren't being actively nurtured or deepened.
The capability was there. It was just invisible.
Strategic Audit
We began with a strategic audit with their CXO, their marketing head, and key members from their marketing and HR teams. We wanted to know what their strengths were, what their challenges were, where they stood on the market today, and where was the big gap in terms of differentiation for clients and talent. The clear message was, there was no differentiation in how the firm communicated their services. This was a result of the technical complexity, and it was being used as an excuse for lack of communication.
Repositioning Service Messaging
- We worked closely with the core engineering services team to create communication that accurately described what they were capable of, yet did so in a manner that communicated the capabilities and breadth of the firm. No more flaky, promotional language. We built the content with real pictures, real examples of capability, and no marketing speak. These services were implemented across the firm's website as well as their presales material, and on social media.
Thought Leadership Program
- We built and launched a full thought leadership program for the firm, through podcasts, webinars, blog posts, and articles. The firm started running a podcast, a video webinar series, and they got regular coverage across 200+ media outlets like Economic Times, Business Standard, Semiconductor Digest, etc. The firm built a series of webinars which averaged over 100 signups, with over 50% attendance. In these nine months, the firm's LinkedIn newsletter has built a following of over 11,900.
- Built a webinar series that consistently attracted 100+ registrations with an average engagement rate above 50%
- Secured PR coverage across 200+ outlets including Economic Times, Business Standard, and Semiconductor Digest
- Established a LinkedIn newsletter that grew from zero to 11,900 subscribers in nine months
Corporate Video
The firm wanted a format where they could share their capabilities, their people, their infrastructural strength, and their work, right before a reader could read a line. We produced a crisp corporate video, and we showed their in-house semiconductor fab for the very first time to the outside world.
Events & PR
- Planned and executed their presence at SEMICON — one of the most significant events in the semiconductor calendar
- Managed everything from booth design and promotional materials to pre-event PR to maximise visibility
- The firm has had a very strong presence at SEMICON, which is one of the bigger events on the semiconductor event calendar, but we really made an attempt to make the firm visible, beyond that presence. We managed everything about SEMICON, right from their booth, the design, the promotional materials, as well as their pre-event PR. We brought in a specialist PR firm to get the firm coverage in key semiconductor publications.
Account-Based Marketing
- The firm had an existing set of client contacts who they were not doing enough to stay in touch with. We launched an ABM program, and started delivering thought leadership to these key clients through customized newsletters and emails. The firm also reached out and maintained regular contact with their clients to keep them updated on what was going on within their company.
- Delivered tailored thought leadership content through customised newsletters and email campaigns
- Kept clients informed and engaged — turning existing relationships into active advocates
Increase in web traffic over 9 months
Growth in LinkedIn followers
LinkedIn newsletter subscribers — from zero
Average webinar registrations with over 50% engagement
Media features including Economic Times & Semiconductor Digest
We turned an invisible brand into a recognized, in-demand one. The firm began to secure premium client relationships and attract great talent.
In B2B, success does not always belong to the firm with the most capability. Instead, success belongs to the most visible firm.
If the market cannot see what you have to offer, it does not exist for them. Thought leadership, content marketing, and brand building are not marketing activities. They are revenue activities.
This firm did the hard part: building a great capability. We just made sure people knew.
Ready to find out what's broken?
Most growth problems aren't mysteries — they just haven't been diagnosed properly yet.