CognitiveScale is a pioneer in the field of trusted AI: AI solutions that are operationally and algorithmically transparent. As an innovator in a technically complex and often misunderstood field, CognitiveScale needed to own the conversation around trusted AI, addressing the public’s negative assumptions around the technology and positioning their brand as a trustworthy expert.
We developed a custom thought leadership approach for CognitiveScale that included a strong PR push, content marketing, and a paid ads strategy.
The central component here was content. Zen leveraged the brand’s existing knowledge base to create informative, engaging, and shareable resources—webinars, whitepapers, blogs posts, and toolkits—that pulled leads from social media to the company’s website. We then made these resources downloadable for free, in exchange for the prospect’s contact information.
Zen’s ads on LinkedIn, which utilized these shareable resources and toolkits, earned an incredible 42% conversion rate and drew in a consistent stream of high-quality, targeted leads for the company, increasing CognitiveScale’s overall sales and deals closed for the year.