Driving Precision Performance for ThoughtWorks’ Global Thought Leadership Ecosystem

Client

ThoughtWorks is a global technology consultancy that integrates strategy, design, and engineering to drive digital transformation for enterprises. With over 30 years of experience and offices across 18 countries, ThoughtWorks partners with some of the world’s most innovative organizations to modernize platforms, build customer-centric products, and accelerate business growth through technology and thought leadership.

Objective

To position ThoughtWorks as a global leader in Enterprise Modernization, Platforms & Cloud (EMPC) and Customer Experience & Product Design (CXPD) — while building continuous lead generation streams and strengthening brand visibility among global CXOs and decision-makers.

Challenge

ThoughtWorks had a strong reputation in tech consulting but needed to turn its thought leadership content — including HBR and Forrester studies, webinars, and executive publications — into measurable performance outcomes. The task was to reach niche enterprise audiences across geographies while maintaining content credibility and cost efficiency.

Approach

Webenza built a unified performance marketing ecosystem across Google, LinkedIn, Twitter, YouTube, and premium publisher networks to convert thought leadership into qualified pipeline growth.

• Global Multi-Channel Strategy: Ran campaigns across North America, Europe, Asia-Pacific, and Latin America, using targeted search, display, discovery, and retargeting ads to maximize visibility.
• Content-Led Performance: Promoted HBR and Forrester whitepapers, the Forrester Webinar, and the Design as a Team Guidebook to attract CXOs and decision-makers.
• Audience Segmentation: Leveraged LinkedIn Audience Targeting by job title, company, and seniority to reach C-suite executives; used Google intent audiences for high-value searches.
• Retargeting & Optimization: Introduced multi-wave retargeting to boost engagement and repeat visits, achieving over 87% traffic contribution from paid sources.
• Test-and-Learn Model: Continuously optimized creative formats and bidding strategies across assets — Hype Video, Guidebook, and Perspectives — to improve CTRs and reduce CPL.

Results

• 20x more leads than other platforms combined through content-led campaigns.
• 90% of marketing-qualified leads acquired via LinkedIn.
• Cost per lead: reduced to $42.25, half the industry average.
• 3,300+ high-quality downloads and registrations across HBR, Forrester, and CX assets.
• 7,900+ subscribers to ThoughtWorks’ Perspectives publication.
• 875K+ video views on the CX Hype Video campaign.
• 91% of traffic to key landing pages driven through paid campaigns.
• The campaign’s success led LinkedIn to feature Webenza’s work as an official showcase case study.

Key Takeaway

By turning thought leadership into a measurable acquisition engine, Webenza helped ThoughtWorks transform performance marketing into a driver of brand authority and pipeline growth — uniting awareness, engagement, and conversions under one global digital strategy.

This success story was later published by LinkedIn as an official showcase case study — highlighting Webenza’s strategic approach and measurable results. The feature not only recognized the campaign’s effectiveness but also brought in new clients through LinkedIn’s platform visibility.