THE CHALLENGE
21CS develops software for the IBM Z platform. In 2022 they also became an IBM Silver marketing partner. They needed a marketing leader who could cut through complexity and make enterprise technology and AI approachable for C-suite and IT executives. The challenge was to design campaigns that transformed highly technical narratives into engaging, business-relevant stories that drove awareness, pipeline velocity, and brand trust.
MY ROLE
As a Fractional Marketing Lead, I partnered with 21CS as the head of content and creative strategy:
• Complete visual rebrand (and name change) of 21st Century Software Technologies into 21CS.
• Complete visual rebrand (and name change) of 21st Century Software Technologies into 21CS.
• Directed campaign development across digital, social, and thought leadership channels.
• Built brand positioning frameworks to clarify IBM Z’s relevance in an AI-driven era.
• Guided creative teams to produce integrated content — from executive briefings to short-form video — tailored to decision-makers.
• Completely revamped all field marketing opportunities including IBM Z roadshows in Asia and Europe and conferences (Gartner Infrastructure, Share and IBM TechXchange).
• Launched two new products: STREAMS and IBM Z Cloud Data Manager
THE IMPACT
• Accelerated pipeline velocity by 35% with content sequencing that nurtured executives across the buyer’s journey.
• Increased organic Linkedin reach by 210% through "Explainers” content series, breaking down AI, cybersecurity, and modernization topics into bite-sized, C-level narratives.
• Produced thought leadership campaigns highlighting 21CS expertise in software agility and enterprise resilience.
• Equipped sales and partner teams with ready-to-use content, shortening the cycle from campaign launch to lead engagement.
• Strengthened 21CS’s positioning as a modern, agile IBM partner at the forefront of enterprise transformation.
