Ansarada
Global SaaS platform Ansarada Procure™ partnered with MarketSmiths to make inroads into the US market through targeted B2B thought leadership copy. MarketSmiths’ localized strategy boosted Ansarada’s brand awareness, driving over 2,000 downloads, increasing qualified leads, and enhancing social engagement—cementing Ansarada Procure’s reputation as must-have technology for complex infrastructure procurement.
Client
"As we entered the US market, our focus was building relationships and establishing brand awareness."
Ansarada’s Procure SaaS platform is designed to manage critical information for large infrastructure procurement projects, like airports, highways, and municipal buildings. Over two decades, the global company had built a presence for M&A transaction data rooms, leveraging their deep expertise and technology to support complex deals. Building on this foundation, their Procure product streamlines procurement for major projects and public-private partnerships (also known as PPP or P3). Trusted in 180+ countries, Ansarada operates from offices in Sydney, London, Amsterdam, Johannesburg, and Chicago. With time zone challenges and the complexity of distilling nine interviews into a 20-page ebook, Ansarada turned to MarketSmiths for B2B thought leadership copywriting support.
“As we entered the US market, our focus was building relationships and establishing brand awareness,” says KC Cochico, account based marketing manager for Ansarada’s Procure product.
“Few knew about Ansarada in the US, so we partnered with the Association for the Improvement of American Infrastructure (AIAI), the leading body for public-private partnerships,” KC shares.
Ansarada turned to MarketSmiths for help creating a thought leadership ebook that profiled a range of top level executives and their insights into the high-stakes infrastructure and PPP space. The ebook is a unique asset, bringing varying perspectives together in one place.
With the successful production of the ebook, the scope quickly expanded to include localized versions of the piece, whitepapers, social media campaigns, and sales enablement materials.
“The thought leadership ebook exceeded expectations with over 2,000 downloads, helping us reach exactly the audience we wanted—executives and operational professionals in major infrastructure projects.”
— KC Cochico, Account Based Marketing Manager, Ansarada’s Procure Team
Challenges
“It was clear that our globalized brochures weren’t resonating with the American audience.”
Connecting across continents
“We’ve been in the American market for about three years now, but it’s taking time to build momentum,” KC shares. “It was clear that our globalized brochures weren’t resonating with the American audience. The value proposition is different, the procurement process is different.”
Drafting precise messaging
“We also faced the challenges of building a network and helping our audience understand what we’re selling and why they should care,” she adds. “We sell a very specific product for a very specific purpose. Even when I joined the company, I had to learn the business and learn the product—there’s quite a learning curve.”
Navigating communication roadblocks
The main challenge arose when there was a change in stakeholders and priorities, and work on the ebook stalled. KC recalls how MarketSmiths took the initiative, respectfully staying in touch with Ansarada to bring the project over the finish line.
“MarketSmiths really stepped up—managing scheduling, conducting interviews, and writing. I didn’t have to stress or wake up at 2 a.m. for calls with contributors. I had full confidence that MarketSmiths would deliver—and you did.”
Paving new paths in social selling
Once the ebook was completed, Ansarada’s Procure team needed a consistent social media campaign to maximize visibility and build momentum—uncharted territory for them. “We’d never had a regular cadence or strategy for posts,” KC notes.
“I had full confidence that MarketSmiths would deliver—and you did.”
— KC Cochico, Account Based Marketing Manager, Ansarada’s Procure Team
Shared Success
“We’ve had over 2,000 direct downloads… it’s paradise for me.”
Ebook engagement
The B2B thought leadership ebook drove significant engagement from a global audience of 35,000 infrastructure professionals, generating over 2,000 direct downloads. “For a small team with a niche product, that’s huge,” KC shares. “We’ve never, ever had a thought leadership white paper go out to market like this.”
“All the leads from the report have been spot-on, reaching the executives and operational folks in major infrastructure projects,” she remarks. “It’s exactly the audience we wanted to reach.”
The ebook’s success is rooted in interviews with some of the highest-ranking thought leaders in the US infrastructure space—individuals at the very top of their field. “We had only one chance to get each interview right, with a hard stop of one hour per interview,” MarketSmiths’ Senior VP of Content Strategy & Thought Leadership Michele Graham explains. “It was crucial to use the executives’ time effectively.” After conducting seven interviews with US-based leaders, the team expanded the interviews to include one expert from Australia and one from New Zealand—both markets with high potential for Procure. “We flexed scheduling to accommodate their time zones and tailored the questions to reflect their markets,” she adds.
KC recalls one of the ebook’s key insights from thought leader Sia Kusha that has stuck with her: “Government agencies focus on funding at the start of projects, but maintenance costs can far exceed the initial build. Old infrastructure is literally falling apart and there’s no budget to ensure upkeep or safety, which is a big problem in big infrastructure projects that are very expensive and last generations.”
“It’s a reflection of the depth and quality of the interviews MarketSmiths conducted,” she notes. “When reviewing the report, I thought, ‘This is a fantastic piece of content—full of so many golden insights.’ I’m so excited to share it.”
In addition to the original ebook, MarketSmiths created tailored intros and outros for the Saudi Arabia, UK & I, Indonesia, Australia, and New Zealand markets. “By making the content more relevant to each market, it resonates with audiences on a deeper level,” explains KC. The ebook also paved the way for four live webinars featuring the contributors, which were then repurposed into whitepapers, creating loops of engagement and visibility.
Social success
To drive sustained engagement with their infrastructure procurement ebook, MarketSmiths developed a series of impactful social media posts that have transformed Ansarada’s online presence.
“Team members have seen posts reach 1,000 to 2,000 views, impressions, and likes,” KC says. “Increased engagement on LinkedIn is a win for us, especially from a small team trying to conquer a number of big markets.” The team plans to leverage this social data to inform next year’s social selling strategy.
The boost in engagement has also earned internal recognition. “For the past few months, the Procure team has led Ansarada’s social selling scores,” shares KC. “With more structure—content, posting schedules, and visuals—it’s become easier for the team to post consistently.”
Best-in-class brochures
Working with MarketSmiths’ writing teams, Ansarada created three localized brochures that directly addressed top pushbacks sales reps faced from government agencies and advisors.
“It’s my favorite work MarketSmiths has done for us—and the top three pieces of content we use every day,” KC says. The brochures are used in follow-up cadences after report downloads and webinars, and help sales reps secure meetings at conferences and trade shows.
Though developed for the American market, “Even our global teams have started using the new brochures,” says KC. “At just two or three pages, they’re easy to consume and resonate far better than the original 14-page global versions.”
Proven partnership
MarketSmiths combination of proven processes, expertise across formats, and polished wordsmithing has lightened the content creation load for a small team like Ansarada’s Procure’s B2B marketing group.
With over 2,000 downloads, increased social engagement, and laser-focused marketing materials that resonate with leads, MarketSmiths has become an integral part of effectively positioning Ansarada Procure in both the US and the global infrastructure procurement space. The marketing assets are helping the product gain widespread attention and generating sales leads.
“MarketSmiths’ high-quality writing is very easy to read and understand. After seeing this caliber of work, I’m confident in getting more projects done,” says KC. “I know you’ll handle the brainstorming sessions and expert interviews, delivering fantastically written work I can simply review and approve—it’s paradise for me.”
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