Marketing Spotlight: Mapping Zitec’s Marketing and Sales Strategies
Article summary
Why do we do 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.
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📝 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.
Understanding Zitec
Zitec is a Romanian software company founded in 2003 with its headquarters in Bucharest. They specialize in areas like research and development, cloud computing, PHP, and online marketing. They’re also a Google AdWords Certified Partner.
On LinkedIn, Zitec has between 380 associated employees, with an average tenure of 3.2 years. The company prides itself on having a strong and experienced team.
Zitec’s mission is “to use technology to inspire and empower people and organizations to reach their full potential.” Since 2003 they’ve completed over 650 projects in more than 20 countries across 4 continents.
Zitec’s Social Media Strategy
Let’s now take a closer look at Zitec’s social media presence and its leadership’s activity (particularly C-level executives) on LinkedIn and other social media platforms.
Zitec’s LinkedIn profile
Zitec has 14,000 followers on LinkedIn. What stands out it’s the testimonial they highlight here, from HeyBlu’s CTO. This shows that Zitec is trusted by other tech companies.
We also see that on the homepage, they have attached a link under the page description: “We enable impactful digital transformation since 2003” which directs visitors to their main page.
Looking at their LinkedIn posts, we can see that they post around 20 posts a month. The format of posts is quite diverse, using text + image or text + video. Their engagement rate is modest, with their posts rarely having over 30 likes. When they have more likes, it is mostly because they have tagged many people in the posts.
Best performing posts:
Interestingly, one of their most popular posts, with 78 likes, isn’t about their business or services. This suggests that the LinkedIn audience is interested in the company’s activities, not only promotional content.
Content pillars:
Press
Zitec shares articles featuring C-level executives like Alina Aldea, the Business Line Director of Digital Marketing. These articles discuss topics related to Zitec’s work, often subtly promoting their digital marketing services. Within the article, the director indirectly promotes the Zitec digital marketing services. As you can see, they use their native language, Romanian. That could mean that their clients are mostly Romanian and it will not add big value if they switch to a more common language, like English.
In this post, they are promoting the interview with Lucian Daia, the CTO of Zitec.
The post starts by emphasising the growth of digital payments in Romania, meaning that Zitec is aware of market dynamics.
Events
Zitec is participating in many industry events, as we can see from the post below. The effect is increased brand awareness, lead generation, creating credibility, networking opportunities, even content creation. It’s a common, but effective choice on LinkedIn. At events you can meet future prospects, partners and overall, increase their popularity in their field.
Zitec’s brand awareness is also built by its CEO. Alexandru Lăpușan is part of Romanian Business Leaders (an important group of business leaders who talk about important issues like getting money for businesses and growing companies). By being involved with this organization, Zitec is showing that they’re a key player in the Romanian business world.
As we can see, Zitec is really active in the Romanian business world. They go to a lot of events to talk about AI, tech, and their expertise. We’ve seen the CEO and Marketing Director representing the company at these events, which is a great opportunity. When the head of the companies go to events, it makes the brand more tangible and builds the opportunity to talk directly to the people behind the scene.
Corporate achievement and industry recognition
We see that Zitec posts their awards (e.g. from the Wall-Street Gala), making this pillar a social proof. The communication objectives of this pillar could be to: build brand reputation, demonstrate industry leadership, create emotional connection with the audience, and position Zitec as an innovative technology partner.
Humoristic posts
They try to integrate humor in their posts, see this as an example:
This type of posts work really well for engagement, since they have an average number of reactions.
Educational content
Zitec also shares helpful articles on their blog, although they don’t do it as often as going to events.
While other companies are still grappling with AI integration, Zitec presents itself as already prepared to offer valuable AI insights of the practical cases of AI in various sectors.
Although we will analyze their blog posts in our next section, from the first view, we can say they prefer long-form, detailed articles. They also include many visuals in their content, to capture attention more than text alone. Also, they can break up long blocks of text, making the content more visually appealing and easier to digest.
Another example of education content stays under the umbrella of #RetailStories:
The post ends with a CTA, inviting the leads to check the article that is related to the retail sector, on their Website. This is also a good way to attract leads on their website by sharing the link to their blog articles. Blogging is a powerful tool for lead generation, as it helps increase website traffic and provides opportunities for conversion.
They also use a carousel format to share their information. At the end of the posts, they encourage people to download their Retail CIO Playbook ebook to learn more. This ebook is meant to collect potential customers’ information, a classic lead magnet.
They are using the hashtag #DigitalMarketing as an umbrella for creating educational content.
Sharing case studies
Company culture
This pillar is under the #lifeatzitec hashtag. Although this pillar is more used on Instagram, where they dedicate the platform to expose their value, corporate culture, and more. However, some of these posts also appear on LinkedIn.
Client success
In this content pillar, we see how Zitec shows how their services have helped important institutions and organizations, such as the Ministry of Environment, Water, and Forests in Romania.
Overall strategy
Zitec’s main strategy appears to focus on building a strong brand image on LinkedIn, especially by participating in industry events and giving interviews. The reason? Engaging in these events and sharing their insights on technology and AI, they want to position themselves as thought leaders within the sector.
Their focus on educational content is relatively limited, with only a few shares of blog posts, and they do not have many original posts on LinkedIn focusing on educating their audience.
Another focus for them is capturing leads by directing potential clients to their website. For example, sometimes they share blog posts that include links to their site.
Also, even by mentioning that they have won an award or that they participate in events, they may pique people’s curiosity about who they are and what they do. So leads could be interested in checking out their website.
On Instagram Zitec has 1.7K followers, and the content seems to focus on showing their company culture, team members, and projects, as their description says: “Snapshots of our team and culture. Get a taste of what #LifeAtZitec is all about and how we like to #MakeItSo!”.
And as we already know, Instagram is a good platform for showing the company’s culture, commitment to employee well-being, the relations between the staff, how they are enjoying their time at the office, so it is a good idea to do it here, and less on LinkedIn.
Zitec doesn’t post very often on Instagram, with an average between 2- 5 times a month. It seems that they only post when they have something important to share or when they find something interesting. Their posts usually get around 50-60 likes, and they choose to communicate in English.
Zitec’s Facebook page
On Facebook Zitec has 27K followers, with an average of 2-5 posts a month. What’s really cool about their Facebook page is that they include original posts, tailored to the audience here.
They post here about: participation in events, employees and companies activities, company milestones, self-promotional announcements and team spotlight. The tone of voice used here is friendly, positive and sometimes humoristic.
X (Twitter)
Zitec’s last post on X (formerly Twitter) wasn’t too long ago (August 2024). It seems they’re trying to keep all their channels going, even though X might not be as popular in Romania and that could explain why they’re not as active there.
They don’t post super regularly on X and the engagement rate is also pretty low, with some posts not getting any likes or comments. The content is a little different from what they share elsewhere, and they also post more YouTube videos here.
Youtube
Zitec’s YouTube channel (@lifeatzitec) has 129 subscribers and 66 videos. Their content strategy is diverse and well-structured, into these categories:
- Showing their case studies (they feature video case studies of their work with various clients, such as Beko, Brico Dépôt, etc.);
- Sharing their expertise (the channel includes videos on topics like AI in content strategy, GenAI for business processes, and cybersecurity). This positions Zitec as thought leader in the tech industry;
- Workshops;
- Introducing the team;
- Tought leadership.
The video length is short, with a spawn between 36 seconds to 6 minutes on average and with some longer thought leadership content.
Zitec’s Behance profile
Behance is a social media platform owned by Adobe, whose main focus is to showcase and discover creative work.
Zitec’s Behance profile has 889 project views, 37 appreciations, and 8 followers. Since they offer digital marketing and UX/UI design services, this platform is a great idea for them. Potential clients can check out their work on Behance to see their design skills, which could lead to new projects and collaborations.
Leadership LinkedIn’s profile
Alexandru Lăpuşan – CEO
The CEO has a strong LinkedIn presence with 14,094 followers. He’s one of the most active CEOs we’ve seen! He posts original content and shares posts from other CEOs and C-level executives. Alexandru Lăpușan posts original content and reposts from other CEOs, C-level executives, and he posts both in English and Romanian language.
He often repost content where he or the Romanian Business Leaders are mentioned or the company’s main page content.
The CEO also promotes the events he participates in, mostly those organized by the RBL.
The CEO sometimes promotes his interviews in well-known Romanian newsletters, such as:
The comments section:
The CEO mostly replies to the comments on his posts, and he does not seem to engage with other posts very often, just rarely. While he does react to other posts frequently, he seems to prefer a more “observational” role. This could be a personal preference or simply his preferred way of using social media.
The CEO’s activity on LinkedIn is primarily focused on sharing content from other sources, rather than creating original posts. While this can be a good way to share valuable information, it might not be as engaging for followers who are looking for unique insights and perspectives.
It’s unclear if the CEO has a specific posting schedule or a content strategy for LinkedIn. Since reposting doesn’t require original content creation, a formal plan might not be necessary.
Sometimes, as the CEO of a company, you might not have all the time to create posts. If growing an audience it’s important for you, you can hire someone with experience to manage social media content for you, allowing for a more consistent and strategic online presence.
Costinela Nistor – CMO at Zitec at the time
The CMO has 4,712 followers on LinkedIn. She seems to share other people’s posts rather than posting her own original content. Her last repost was three weeks ago, which shows that she is not very active on LinkedIn. While sharing other people’s posts can be helpful, it’s important to also share her own thoughts and ideas to build a stronger personal brand and reinforce Zitec’s brand.
Same for commenting, the CMO rarely does it (her last comment is from 2 months ago). The CMO’s infrequent commenting may indicate a lack of active engagement in social selling practices. Social selling relies heavily on building relationships through interactions.
Alina Aldea – Business Line Director of Digital Marketing
Alina Aldea has 1,078 followers on LinkedIn, meaning that she is still growing her community here. The Director seems to post original content once per week. Her posts seem to focus on promoting her participation in events and discussions related to digital marketing, AI, and innovation.
The engagement is different, depending on the type of the content. Some posts have better engagement rate, with over 90 likes and multiple comments and other posts have lower engagement. This could mean that some topics are not as popular or of interest for her target, while others are definitely spark conversation.
Alina Aldea is quite active in the comment section of her LinkedIn posts, regularly replying to comments and liking the responses she receives. But same as the others, she does not comment on other posts.
In her post, she uses #Zitec as a hashtag, that allows for better organization of content.
Zitec’s Content Marketing and Demand Generation
In this section, we will have a look at Zitec’s content marketing strategies, particularly focusing on their approach. Content marketing is a digital strategy to attract, engage, and keep an audience by creating articles, case studies, events, webinars, and others. Through this analysis, we will explore how these elements come together in Zitec’s marketing strategy.
Zitec’s Landing pages
Let’s take a look at the first landing page. It’s a simple page for downloading a whitepaper on penetration testing. At the top, there’s a short description and a CTA button (Download it for free). To access the whitepaper, you need to fill out a lead generation form.
This landing page is promoting a free Well-Architected Framework Review offered by Zitec in partnership with AWS. This type of content is a good opportunity for businesses to assess and improve their cloud architectures at no cost, just by simply giving their contact data.
The phrase “Take advantage of our limited-time offer!” creates a sense of urgency. This strategy is a straight forward one: you can see it, you know it, but it catches you well in its net. This is a common marketing technique to drive immediate interest and action.
We see two CTA on this page: 1. A Book a free review, 2. Book a meeting now.
Both of CTA, lead to a contact form:
They have a strong copy, where they explain the benefits of a well-architected framework review, and the review process itself.
This landing page is for an **e-Book: “The Retail CIO Playbook: Top Insights, Challenges, and Digital Innovation Strategies”.**
We see that they have another lead generation form here.
Required fields: First name, Last name, Business Email, Phone number, Job Title. It also includes a consent checkbox for data usage and marketing purposes.
They also have a “Key Insights Section”, mean to create the impression of a must-read eBook. They do this by emphasizing that it contains “the most pressing challenges and real-world solutions revealed by senior IT decision-makers in retail companies.” So, the content is not only relevant but also derived from credible sources.
To reinforce their credibility, Zitec highlights their experience, projects, and customer satisfaction at the bottom of the page. By including statistics like “over 750 successfully implemented projects” and “81% customer satisfaction score in 2023,” Zitec further validates its capabilities and reliability.
At the end of the page we get another CTA: “Get your free copy”.
Zitec’s blog page
Let’s continue with Zitec’s blog.
Their content pillars are: digital transformation, tech, retail, eCommerce, team, security, AI, and many more that you can check out on their site.
When it comes to posting frequency, they post around 2 to 5 posts each month. You can also see the estimated reading times for their articles. This is a tactic that can encourage reading shorter articles during brief breaks or allocate time for longer reads when they are more available.
The long articles are very detailed, containing images, links to other sources and, the most important thing: statistics.
It’s a great idea to add statistics to your content. It makes your articles seem more professional and well-researched. Plus, using reliable sources like Meckler can help build trust with your readers. When people see numbers and data, they’re more likely to believe what you’re saying.
The content in the article above, for example, is tailored for professionals working in sectors such as retail, technology, and finance. Articles like “How Proactivity and Incident Reporting Safeguard Businesses from Cyber Threats” and “Practical Applications of AI: Real-World Use Cases Explained” suggest a focus on individuals who are already familiar with these concepts and are looking for deeper insights.
While the language is professional, it maintains a conversational quality that makes complex topics more accessible. For example, the use of rhetorical questions, such as “Will these technologies simply complement the traditional retail model, or will they completely reshape it?” invites readers to think critically about the subject matter.
The content is presented with a sense of authority, utilizing industry insights and expert opinions. Phrases like “as Alex Dobre, our Retail & Distribution Director shared” might show that the information is backed by knowledgeable sources, enhancing credibility.
The blog content includes very very clear calls to action:
Case Studies
In the Blog section, we can also find some case studies.
Let’s analyze this case study.
The main CTA on this page is “Contact our Experts”.
The structure of the case study is the following:
- The Impact
- The Forerunner
- The Innovation
- The Solution
- The Core
- The Results
- Conclusions
- CTA
The case study is freely accessible. They do not require contact information or anything. This is not a strategy for capturing leads, but rather to provide valuable insights and information to the audience.
Target Audience: fintech professionals, potential investors, and regulatory bodies interested in innovative banking solutions.
Downloadables
This is a landing page for a free white paper. There’s a clear and simple call to action: “Download it for free.” To download the whitepaper, potential customers need to provide their contact information. This is a common lead generation technique.
Press
They have a “In the news” section.
This page also features a box encouraging visitors to follow the company on Facebook, suggesting that maybe they want to grow the audience there.
Webinars & Events
It seems that in 2024they had only one event, in September. All the events have a dedicated landing page. For example, the last one:
They have 2 CTAs, “Save your Spot” and “Register Today”.
To sign up for the event, the participants have to provide personal and professional information. Mandatory fields include: First name, Last name, Business email, Phone number, and Job role.
To create a sense of urgency, the company emphasised: “But hurry, spots are limited and filling up fast so register now!”. This phrase is a common marketing technique used to encourage immediate action. By emphasizing limited availability and impending deadlines, it creates a sense of urgency and fear of missing out (FOMO). This psychological tactic motivates potential customers to take action quickly, rather than delaying their decision.
The event lasts for approximately 2 hours. It begins at 10:30 AM with a welcome and introduction and concludes at 12:30 PM with the final conclusions, covering various topics related to AI and machine learning during that time.
Paid Advertising Strategy
LinkedIn Ads
At the moment of the analysis, they have 157 ads on LinkedIn.
The last ad ran in November 2024. They had less than 1K impressions, and the most responsive country was Romania. The ad promoted a free ebook with a call to action “Download now!” and a sales pitch at the end encouraging readers to “Partner with us”.
In their copy they accentuate their strengths, using phrases like: “years of experience” , “we understand the practical challenges”, “solutions that are fit for your business now and in the future”.
It seems that in November they mostly focused on the banking sector. The description of the ad is different every time, however, the content of the carousel, those 7 pages, seems to be the same.
Facebook Ads
On Facebook, Zitec has 26 Ads.
We can see that their ads have multiple versions, as you can already see in the images above.
The targeted industry is again the financial industry. The CTA of the ad is to download the e-book on Generative AI use cases in the Financial service industry.
In the past their focus was on the Retail industry as well.
Here they promote The Retail CIO Playbook, as we have already mentioned.
Conclusions
Their content marketing strategy focuses on lead generation. Their content types for lead generation are ebook, online events and white-papers. According to industry data, 70% of B2B marketers use content marketing to generate leads, and 76% of buyers are willing to exchange contact information for whitepapers or eBooks.
They are quite active in the blog section, and their blog content is based on great quality content. As we already said, it seems that they spend a lot of time on research, design and creating compelling visualizations.
They use clear calls-to-action like “Download now” or “Partner with us” to guide prospects toward the next step in the buyer’s journey. For example, their case studies and blog articles often end with CTAs tailored to the topic.
What about you? Are you ready to improve your content marketing strategy? At Milk and Cookies Studio, we specialize in creating content marketing solutions for tech companies just like yours and we would love to help you out! So don’t hesitate to reach out to us today, and let’s get started!
Frequently Asked Questions
1. What does Zitec do?
Zitec is a Romanian software and digital marketing company founded in 2003. They specialize in cloud computing, PHP, online marketing, and digital transformation. Zitec offers a wide range of services including development, UX/UI design, cybersecurity, and eCommerce strategy.
2. How does Zitec use social media in their marketing strategy?
Zitec focuses on LinkedIn to promote its company culture, events, client success stories, and thought leadership. They also use Instagram and Facebook to highlight team activities and achievements. The company shares blog content, case studies, and industry news, while leveraging leadership visibility to enhance brand authority.
3. What types of content does Zitec create for demand generation?
Zitec creates gated eBooks, whitepapers, landing pages, blog articles, and webinars as part of their lead generation strategy. Their content is often data-driven and tailored to industries like retail, banking, and fintech. Blog posts include expert commentary, statistics, and strong calls to action such as “Download now” or “Partner with us.”
4. How does Zitec leverage leadership visibility on LinkedIn
Zitec’s CEO and senior team are active on LinkedIn, sharing industry insights, event participation, and company updates. Their presence supports brand trust, enhances credibility, and positions Zitec as a thought leader in Romanian tech and digital transformation. The CEO in particular has over 14K followers and frequently engages with the community.
5. What marketing tools and techniques does Zitec use for lead generation?
Zitec uses a combination of gated content (eBooks, whitepapers), downloadable resources, tailored landing pages, and LinkedIn/Facebook paid ads to generate leads. They create urgency with time-limited offers and use detailed contact forms to segment prospects based on job title, industry, or business needs.
