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Branding and content strategy. Design. Development. Social. Media buying and optimisation. Research and product positioning.
Tata Consultancy Services operates at a scale that few organisations in the world match $30 billion in revenue, more than 600,000 employees across 46 countries, and a client list that includes 16 of the top 25 global banks and 10 of the top 20 global insurers. But scale and digital marketing sophistication are not the same thing. TCS's digital presence was not converting the authority the company held in the market into qualified pipeline at the rate its commercial ambitions required. User journeys across digital properties were not optimised for the complexity of enterprise B2B buying cycles, where multiple stakeholders research independently over months before a decision is made.
The opportunity was significant. TCS had a genuine story to tell as one of the first major IT services companies to declare itself AI-first, it had both the capabilities and the credibility to claim a differentiated position in the market. The problem was that its digital marketing infrastructure was not built to tell that story at scale, reach the decision-makers who needed to hear it, or convert digital engagement into the kind of qualified sales conversations that enterprise deals require. Demand generation, sales enablement, and brand positioning needed to be rebuilt around a coherent enterprise marketing architecture.
Langoor audited TCS's digital ecosystem and repositioned it around the company's AI-first identity. The work covered the TCS website, key product and solution pages, and the digital touchpoints that enterprise decision-makers were most likely to encounter during research. The repositioning was not cosmetic — it involved rewriting the narrative architecture of TCS's digital presence to lead with transformation outcomes rather than service descriptions, and to speak to CMOs, CDOs, and CXOs in the language of business value rather than technology specification.
Langoor mapped the B2B buyer journey for TCS's key solution areas and identified the friction points where potential enterprise clients were disengaging. Optimisation work covered content sequencing, conversion pathway design, and the alignment of digital touchpoints with the stages of an enterprise buying cycle — awareness, consideration, evaluation, and decision. The goal was to ensure that every interaction a senior decision-maker had with TCS's digital presence moved them meaningfully toward a conversation with TCS's sales team.
Langoor ran multi-channel demand generation campaigns targeting enterprise decision-makers CMOs, CDOs, and CXOs across the verticals where TCS was strongest. LinkedIn, with its 17.4 million TCS followers, was the primary B2B engagement channel, supported by programmatic display for precision reach to target accounts and personalised email nurturing sequences for leads already in the funnel. Campaign content led with thought leadership and innovation proof points rather than product features, positioning TCS as a peer to its clients rather than a vendor.
Langoor developed a content strategy aligned with TCS's AI-first positioning — producing thought leadership, case studies, and research content that demonstrated TCS's AI capabilities through business outcomes rather than technical specifications. Content was designed to do the heavy lifting of enterprise sales cycles: building credibility during the awareness phase, providing evaluation-stage evidence during consideration, and supplying the proof points that procurement and legal teams need during final assessment.
Langoor equipped TCS's enterprise sales teams with the digital tools and content they needed to accelerate deal velocity. This included account-specific content packages, digital materials tailored to different buyer personas, and integration between marketing-generated engagement data and TCS's sales processes ensuring that sales conversations were informed by what prospects had already engaged with digitally, and that leads were handed over with context rather than cold.
Langoor's enterprise marketing engagement with TCS produced improvements across digital conversion, lead quality, and brand positioning that directly supported TCS's growth ambitions.
17.4M+
LinkedIn followers on TCS's primary B2B engagement platform
600,000+
Employee organisation served with unified AI-first brand positioning
46
Countries reached through the integrated enterprise marketing programme
Digital experience repositioning · Website narrative and content audit · User journey mapping and optimisation · Demand generation campaigns · LinkedIn campaign management · Programmatic display advertising · Email nurture programme design · Content strategy (thought leadership, case studies, research) · Sales enablement · AI-first brand positioning · B2B buyer journey design · Marketing-sales integration
LinkedIn Campaign Manager · Programmatic display platforms · Salesforce CRM · Marketing automation platform · Google Analytics · Web analytics and conversion tracking · Email marketing platform · Content management system · Marketing intelligence and reporting tools
Tata Consultancy Services (TCS) is one of the world's largest IT services and consulting companies, with revenues exceeding $30 billion and a workforce of more than 600,000 professionals across 46 countries. Part of the Tata Group, TCS serves enterprise clients across banking, insurance, capital markets, retail, manufacturing, and healthcare. Its clients include 16 of the top 25 global banks and 10 of the top 20 global insurers. TCS declared itself an AI-first company in 2023, positioning Infosys Topaz its AI cloud platform at the centre of its value proposition to enterprise clients navigating digital transformation.
This case study is part of Langoor's enterprise B2B and digital experience practice. See also:
