Industry overview
What is shaping semiconductor
The semiconductor and electronics manufacturing ecosystem is expanding, bringing new fabs, design centres and suppliers. Talent, supplier readiness and policy support decide its pace.
- New manufacturing capacity needs a local supplier base
- Design and fab talent is in high demand
- Policy incentives shape investment decisions
Client background
A semiconductor company’s India team, working in India. Client identity is withheld to protect confidentiality.
- Organisation
- A semiconductor company’s India team
- Sector
- Semiconductor
- Team engaged
- Digital Marketing
- Services
- Content marketing, Social media marketing, Video marketing
Client challenge
The company’s microcontrollers were technically strong but rarely chosen by Indian start-ups and students, who preferred platforms with more tutorials and community support. Developers said the documentation was written for experts and assumed knowledge that students and small teams did not have.
Research objectives
- Deliver on the brief: building a developer community for an embedded chip platform.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Developer content programme.
Audiences we typically reach in semiconductor
Design and manufacturing companiesComponent suppliersEngineers and studentsB2B buyersIndustry bodies
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Technical tutorials
- 3Webinars
- 4Community engagement
- 5Insight
We created step-by-step tutorials, reference projects and short videos, ran webinars with engineers and supported a community forum, publicising content through developer channels. Content was planned around the questions developers asked most often in forums, and every tutorial included working code that could be copied and adapted.
Content marketingSocial media marketingVideo marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Developer engagement grew steadily, and the company began seeing its chips in student projects and start-up prototypes.
Practical learning resources lowered the barrier to choosing a new platform.
Recommendations
- Build on the core insight: practical learning resources lowered the barrier to choosing a new platform.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Engineers from the company also answered questions in the community regularly, which built trust and surfaced feedback for the product team.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do B2B buyers need from local suppliers?
Client identity is withheld to protect confidentiality.