Ongoing 2 year ABM Engagement Strategy to engage with C-level enterprise software buyers across the telco, cable and utility industries.
Network Sunday had previously supported the client's CMO at two of his previous organisations. This third client provides enterprise software solutions that enable digital transformation for service and network operations across the telco, cable and utilities industries. Their customers include more than 45 major operators with a global deployment in excess of 30,000 users. The software closes the data gaps that exist between people, data and things using location intelligence.
The client gives organisations a trusted view of their complex network operations with a geo operations hub which is designed to save them time and money, while improving customer service.
The client had recently undergone a rebranding exercise which included a name change for their organisation. In order to build awareness in the market they needed to get their brand recognised amongst C-level buyers. At the same time the business was launching a new product and wanted to learn more about the market appetite and buying trends.
The marketing plan was to provide educational 3rd party content to their buyers whilst developing new C-Level relationships for their Europe and North America sales teams. The target list of companies and interviewees was small.
Initially, the focus was on the telecommunication sector. Network Sunday collaborated with the client and came up with a theme that explored the optimization of networks in a new age of digitization. Given the small prospect list, a highly targeted and personalised outreach strategy was required to establish a dialogue with the senior operational leaders, in equal measure across North America and Europe. The client was keen for the content to be impartial, opting for the publication to be branded TechPros, with our content brands colour scheme.
Network Sunday secured 25 interviews, almost half of which progressed to exploratory meetings. The eBook produced has been a central content piece with a number of very senior contributors. Following the success of this campaign, Network Sunday was asked to run a second campaign into the electric utility sector and again we have been successful at engaging the client sales team with difficult to reach senior buyers. Over the course of 2 years Network Sunday has become a key vendor supporting the marketing plan.
Thought Leadership theme development, interview design, market engagement plan
Thought-provoking and stimulating C-level interviews and follow on discussions
eBooks, articles, videos, podcasts with market opinions and valuable insights
Talk through industry challenges, share ideas, establish new relationships
Meetings, Referrals, Proposals = £ Revenue
Network Sunday partners with technology and professional services businesses to plan and deliver annual thought leadership programmes. The process involves engaging conversations with hundreds of senior business and technology leaders from your market on current topics of interest. Many of these lead to exploratory sales conversations and referrals for sales to convert into revenue.
Through our content brand TechPros.io we produce and publish eBooks, articles, videos and podcasts which feature and accredit participants, just like we have done here. We also moderate C-level roundtable events where participants meet in person to talk through industry challenges and share ideas.