Marketing Spotlight: GlobalLogic Romania’s Marketing and Sales Strategies
Article summary
In this edition of our Marketing Spotlight series, we’re taking a look at GlobalLogic Romania‘s marketing and sales strategies as of December 2024. We will analyze both social media presence and content marketing.
Why do we this series? Because we love a good challenge and want to help fellow marketers get inspired by companies that are doing things right and the right things.
(PS: If you need help, wink-wink, send us a message. We have Milk & Cookies and good strategies).
📝 A quick note before you start reading:
The data and analysis in this article are valid as of the time we wrote it. We don’t know when you’ll be reading this, maybe next week, maybe six months from now, and things might have changed since we looked at this company’s marketing and sales approach. Still, the insights and lessons here stay useful, even if the numbers or tactics have evolved a bit.
First off, who is GlobalLogic?
GlobalLogic is a digital product engineering company. Founded in 2000, it specializes in helping clients design and build innovative products, platforms, and digital experiences. GlobalLogic Romania is part of GlobalLogic’s global operations.
GlobalLogic Romania was formed through the merger of Fortech, a leading Romanian digital engineering company, with GlobalLogic in February 2024.
GlobalLogic Romania is focused on solutions in sectors such as automotive, healthcare, industrial manufacturing, media & communications, and financial software.
The company has 4K followers on LinkedIn and 265 associated members, with most of them being engineers. The marketing department has 7 associated persons on LinkedIn.
Brand promise
Their brand promise is “SMART. BOLD. HUMAN”.
In this section, we’re analyzing their social media presence, with a focus on the Romanian Subsidiary. Let’s start with the company’s social media presence, where we will focus on LinkedIn, Instagram, Facebook, etc.
GlobalLogic’s LinkedIn presence
With over 4k followers, GlobalLogic Romania shares with the world its thoughts more than 10 times a month. It seems that they use different visuals and types of content, with some posts being text + video, others text + image.
Since they have a small audience, their engagement isn’t that high either. Plus, companies generally don’t get as much interaction as individuals, as people often prefer to connect with other people rather than brands.
Best performing post:
Content pillars:
1. Employee recognition and company culture
2. Corporate Social Responsibility
3. Events
Some posts cover their participation in industry events like #MSIgnite, #HitachiInspire2024, and Money 20/20, keeping their audience updated on industry trends and their involvement.
4. Interviews with employees
5. Partnerships announcements
GlobalLogic Romania often shares news and updates from its parent company, Hitachi. For instance, when Hitachi recently partnered with the tech giant Nvidia, GlobalLogic Romania shared this news on their LinkedIn profile.
Another example:
It could be that GlobalLogic Romania isn’t focused on direct lead generation through LinkedIn. However, we did notice a few posts where they directed potential leads to their website, demonstrating a more traditional lead generation approach.
This might be because their parent company handles the lead generation process instead.
For example, here:
In the example above, the link sends to their blog posts, where they have a white-paper. Of course, on that page, the leads can see a CTA “Get in touch”, or “Get the POV”, encouraging them to do an action.
Sometimes they even post the same content, both on GlobalLogic and on GlobalLogic Romania. Like this example:
6. Educational content
The GlobalLogic Romania educational pillar is mostly about sharing their blog articles on LinkedIn, as many companies do.
Hashtags
They use a cool hashtag, #investmentinthefuture, when they post about helping the community. They’re all about supporting the next generation of digital learners. For example, they sponsor events like CoderDojo, where young people can learn to code and have fun.
They also use the hashtag #BehindTheCode to introduce us to their team. It’s a series of articles where we can learn more about the people who make things happen.
Actually, they have a special section on their website called “Meet Our People.” It’s a great way to get to know the team behind the scenes. They share Q&A articles to give us a more personal look at the company.
This might also be a tool for attracting new talent, because at the end of the “interview” they ask this question: “What advice would you give to someone interested in joining GlobalLogic?”
Their social media strategy seems focused on building their brand and gaining credibility in the industry. They often share posts about their partnerships and events to show their influence.
They also share educational content, though less frequently, to demonstrate their expertise and provide value to their audience. While this strategy might not be the best for generating leads directly, it’s unclear if that’s their main goal. LinkedIn, in particular, seems to be used for increasing brand awareness and visibility.
LinkedIn newsletter
GlobalLogic Romania’s newsletter is a monthly publication with 1.2K subscribers. So far, it’s been released in August and November.
The newsletters present: latest updates, upcoming events, trending insights in the IT industry, featured articles, and exciting new career opportunities.
The newsletter often shares links to blog articles with a “Read more” call to action.
They are also sharing their white-paper in the Newsletter. When clicking on the “Read more”, we are sent on their website, in the white-papers section.
On this page, we notice their CTA “Let’s work together”. When clicking on the image, we are sent to the bottom of the page, where we can fill in our contact details:
Back to the newsletter:
- They share Top IT Industry Trends:
- Articles about their employees
GlobalLogic Romania is pretty active on Facebook, too. They have 7.7K followers and post about once or twice a month.
While they sometimes share similar content to their LinkedIn posts, they always use different captions to keep things fresh and engaging, although it is the same content. It’s great to see a company that’s so dedicated to creating unique content for its audience.
So, here is the post from Facebook.
And here is the post from LinkedIn
On Instagram, they have 1.1K followers. Their content here is much more relaxed, although there are some similarities with the content from LinkedIn. Again, the description is different for each post. Until the moment of the analysis, they have 528 posts.
They post every week, sometimes multiple times. Their content pillars are: tech, sport (the “moving challenge”), community, and fun-times.
Of course, Instagram is a perfect place for video content, so you can expect to see some reels. Here is an idea of how their reels perform:
The highest number of views was 6K on this reel.
The post descriptions are in English, and their engagement is quite low.
Youtube
As you can see, they are active everywhere (almost).
The content pillars on their YouTube page seem to be:
- Company culture and events:
- Videos with the company parties, challenges, and team-building activities (e.g., “Moving Challenge”, “Fortech Party Into The Light 2023”)
- Company milestones (e.g., “2022 Fortech Retrospective”, “Fortech’s Brand Transition Video”)
- Employees’ stories and experiences:
- “Stories Of Craft” series showing employees from different locations
- Videos highlighting company values
- Industry involvement:
- Content about participation in professional events (e.g., “PMI Romania Chapter & GlobalLogic Meetup”)
- Showing their involvement in local tech communities
- Identity and branding:
- Videos explaining the company’s history and evolution (e.g., “Fortech | How did it all begin?”)
- Branding videos post-acquisition (e.g., “Fortech, A GlobalLogic Company”)
GlobalLogic Romania’s X profile
Although they joined X in 2009, they have only 217 followers. Their activity on this platform is quite limited because they are mostly resharing posts, most of them from the parent company.
Being present on so many social media platforms means that their main focus seems to be growing their brand visibility.
Content marketing strategy
In this section, we will have a look at GlobalLogic’s demand and lead generation strategies. We’ll focus on their content marketing approach and explore how they use their blog, resource center, newsletter, webinars, and events to attract and convert potential customers.
GlobalLogic’s Blog
The posting frequency is 1 article once every other month.
Their educational content is diverse, covering different topics such as AI and ML, architecture, cloud, DevOps, etc.
They’ve been writing a lot about Generative AI (GenAI) lately, and most of their recent blog posts are tagged with “AI and ML.” These posts are pretty in-depth, often around 1,500 words long, and include helpful visuals to illustrate the points.
The tone of voice is professional, authoritative, and consultative, offering strategic insights and practical advice specific to technology leaders.
Throughout the article, GlobalLogic subtly promotes its services, integrating its expertise into the insights.
We also see that they have many backlinks, directing prospects to other articles on their blog.
At the end of the articles they have a CTA “Let’s work together” and a contact form. The CTA encourages readers to engage directly with the company, facilitating lead generation after they have read the article. If the article is compelling and brings value the leads will likely complete their contact data.
White-papers & downloadables
There is no proven frequency, which means that they don’t have a precise schedule for them. The last article is from October 25, 2024. Their white-papers are free, with no contact form to access it.
We checked the last white-paper “Unlock the Power of the Intelligent Healthcare Ecosystem”.
- We see there are two CTA: “Get in touch” and “Let’s work Together”, which lead to a contact form.
- “Get the PoV” CTA, a white button with orange letters, gives access to the white-paper for free. The white-paper is a 10-page PDF file.
They also have white-papers to download, such as:
This content is not really “free” as users have to input their e-mail address. However, they do not ask for the company email. We understand this choice, as people might be interested in the content for personal reasons or to learn more about a specific topic, not necessarily for professional purposes.
The copy clearly shows the benefits of using the SDV Cloud Framework, including accelerated development, over-the-air updates, and software reuse. The “Download Now” button and the option to request a follow-up from the sales team create a clear and compelling call to action.
Why do they need your email address? Well, it’s a common way for companies to capture leads. By asking for your email, they can send you more information, like other whitepapers or blog posts, to keep you interested. Ultimately, their goal is to turn you into a customer.
Webinars
Unfortunately, their webinars are old, the last one being from 2022.
No need to input your contact details, you can watch the webinar for free.
Events
The events are monthly, with some of them featuring multiple events. For example, in October, they had 4 events. It seems that their event lasts around 1 or 2 days. Each event has a description, and registration for these events is done via a form:
The event types:
- Industry conferences (e.g., MWC Las Vegas, CES)
- Company-hosted summits (e.g., Talent Connect Summit)
- Webinars (e.g., AdvaMed and GlobalLogic Webinar).
Press release & media coverage
GlobalLogic regularly shares press releases to highlight its latest achievements, partnerships, CSR initiatives, and industry recognition. These announcements are released quite frequently, often several times a month.
To further amplify their visibility, they maintain a dedicated Media Coverage page. This centralized hub shows articles featuring GlobalLogic, making it easier for journalists, analysts, and the public to find relevant information.
Each coverage on GlobalLogic’s Media Coverage page typically includes a brief introduction summarizing the content of the original article, followed by a link to the full piece.
So, with this summary, GlobalLogic curates relevant industry news and insights, making it easier for visitors to understand the context and significance of the original articles without having to read them in full. The introductions often highlight key themes or messages that align with GlobalLogic’s strategic goals, such as innovation in AI, digital transformation efforts, or partnerships in specific markets. This helps reinforce their brand narrative.
Awards
This page is dedicated to GlobalLogic’s achievements and recognition within the industry. Highlighting awards and recognition serves as strong social proof, demonstrating GlobalLogic’s expertise and capabilities.
“Meet our People” page
This page features the Romanian unit and the people who are working under GlobalLogic Romania, showing their diverse backgrounds, skills, and passions. They are putting a face to the name, we may say.
They even have a dedicated question for attracting talent:
At the bottom of the article, we see some suggestions for reading some white-papers, in the “Related Content” banner. As you might know already, at the bottom of the white-paper page, there is the contact form, a lead generation strategy.
Case studies
The structure of their case studies is the following:
- The Challenge
- The Solution
- Benefits
- Sales pitch (a subtle one) / CTA
Some case studies are more detailed, while others briefly mention some ideas. However, in the second case, they provide more details in the 2-page PDF file, which can be found by clicking on the “Download the case study” button. Below you see an example of a short case study.
CTA at the end of the case study: “How can we help you?”
Paid advertising
GlobalLogic Romania has 61 ads on LinkedIn. Some of the ads are targeting mainly Romania, but also other countries.
They have a relatively high number of impressions, ranging between 10K-200K.
What are these ads about?
Some of the ads on the Romanian branch are promoting interviews with GlobalLogic employees.
Others are promoting their employees’ stories, the company’s values for attracting talent, showing their expertise in creating mobile apps, and awards.
Their ads seem to focus on brand awareness and attracting new talent, not so much on lead generation.
Conclusions
GlobalLogic’s content marketing strategy seems to be focused on generating leads (lead magnets, CTAs) and building brand awareness (through ads or events). To capture leads, they include clear calls to action (CTAs), use refined sales pitches, and include contact forms in their content, to make leads reach out to them.
Additionally, their active presence on social media platforms and their dedication to sharing employee stories help to humanize the brand and build stronger relationships with their audience.
Inspired by GlobalLogic’s approach? Want to elevate your own content marketing strategy? Reach out to us if you are ready to get to work!
We’re always happy to share insights and strategies to help you achieve your marketing goals.
Frequently Asked Questions
1. What is GlobalLogic Romania?
GlobalLogic Romania is a subsidiary of GlobalLogic, a digital product engineering company. It was formed in 2024 through the merger with Fortech and focuses on sectors like automotive, healthcare, industrial manufacturing, and fintech.
2. What is GlobalLogic Romania’s brand promise?
Their brand promise, “SMART. BOLD. HUMAN.”, emphasizes innovation, confidence, and human-centric design in every aspect of their work and communication.
3. What kind of content does GlobalLogic Romania post on social media?
They focus on employee recognition, company culture, events, educational content, CSR initiatives, and partnership announcements. They also show internal stories through dedicated hashtags like #BehindTheCode and #investmentinthefuture.
4. Does GlobalLogic Romania use LinkedIn for lead generation?
While GlobalLogic Romania occasionally promotes blog posts and white-papers with CTAs, lead generation appears to be more centralized through their parent company. Their approach leans more toward brand building and talent attraction.
5. How active is GlobalLogic Romania on social media?
They are present on LinkedIn, Facebook, Instagram, YouTube, and X. Each channel serves a specific purpose, from highlighting company culture to sharing thought leadership and participating in industry discussions.
