Overview
Ingenero, a specialized engineering firm combining domain expertise with applied AI, faced market hesitations about offshoring. To shift perceptions and highlight its high-value, cost-effective solutions, Advertas crafted targeted messaging that resonated with downstream decision-makers. By leveraging its deep knowledge of petrochemical processes, Advertas transformed existing ethylene production collateral into a compelling narrative that amplified Ingenero’s proven results. The refined messaging not only saved time and resources but also unlocked key opportunities, fueling Ingenero’s expansion in the U.S. market.
- Client: Ingenero
- Industry: Energy: Downstream
- Services:
Content development
Rebranding
Strategy consulting
White papers & collateral
The Client
Ingenero delivers focused, high-value-added services to the process industry using its domain expertise, engineering talent, and applied AI capabilities. Based largely in India, the firm has a carefully curated team of high-performing engineers and U.S.-based executive management to provide high-quality solutions for common petrochemical and refining operations at a lower price point. The quality of work product is a core competency of the company.
The Challenge
With this business model, Ingenero had hurdles to overcome market perceptions on “offshoring” engineering work, as well as to communicate the value and accessibility of solutions to common downstream operational needs.
The Approach
Advertas developed messaging to clearly articulate the Ingenero value proposition in a way that resonates with downstream decision-makers. Then, leveraging their existing domain expertise in the ethylene processes of petrochemical plants, Advertas recast the existing collateral on ethylene production to amplify the results and value Ingenero’s clients realized from projects.
The Outcome
Knowing the target market, their buying values, and the technology driving petrochemical processes, Advertas was able to quickly get to the crux of the work, thereby saving Ingenero time and money on training a marketing group. The new messaging resulted in the development of new key opportunities, and Ingenero has leveraged that work to grow their U.S.-based business.
