Establishing a content & events marketing programme for major telecommunications company

About the client

Our client is one of the world’s leading providers of communications services and solutions, serving customers in 180 countries.

Their portfolio is a powerful combination of cloud services, global networking, IT integration, carrier voice and data services, contact centre solutions and professional security expertise, enabling customers to solve complex business communications requirements on a global scale.

They have maintained their leadership position in the Gartner Magic Quadrant for Network Services 2021 Vendor Assessment, improving their position year on year for their ability to execute. They are widely recognised as a leader in CSR, sustainability and a leading healthy workplace employer.

Their marketing objectives

Supporting the strategic sales goals of both new and existing enterprise accounts, their marketing team were tasked with maintaining their strong brand position within the market whilst growing revenues within existing accounts and securing net new logos.

Supporting a sales team of 7, amongst other programmes, the marketing team were tasked with establishing a dialogue with buyers working on 3 key business objectives (1) transforming network infrastructure to capitalise on the latest digital technology e.g. SD-Wan (2) securing the enterprise network from increasing cybersecurity threats (3) building new collaboration solutions to support the distributed workforce and post-pandemic 'digital employee'.

How we helped

With the support of our client's subject matter experts, we developed thought leadership programmes that engaged and inspired business and technology leaders from across the US and Europe, who were working on the 3 key business objectives mentioned above. Through close collaboration at weekly review meetings with our clients salespeople, we worked hard to identify the right target buyers. Buyers were invited to participate in the TechPros.io managed interviews and in doing so enjoyed an intellectually stimulating experience, raising their profiles in eBooks and on LinkedIn. We integrated virtual events programmes with interviews and content publications, including both roundtables and workshops.

Theme's to date have included:

(1) ‘Daring to Disrupt: How digital leaders are transforming network infrastructures' (2) 'Pushing the Perimeter: How Digital Leaders are Securing the Dispersed Enterprise' (3) 'The Trailblazers: Leading The Remote Working Transformation' (4) 'Transform to Perform: How tech leaders are transforming their collaboration infrastructure for the distributed workforce'

We ran a range of virtual events and planned, marketed and moderated an interactive panel discussion featuring C-Level telecommunications leaders. Besides the events Network Sunday has produced several eBooks and articles which have been published widely and acknowledging dozens of contributors.

Results to date

From its inception, the programme was quick to deliver results with committed sales pipeline within a few months and a ramp-up of exploratory meetings with interview participants.

Thanks to an open and collaborative culture between both parties our joint team have worked hard to fine-tune the programme, evolving processes and proceedures. A combination of careful thought leadership theme title selection, team coaching and programme service levels have helped optimise performance.

The virtual events were a success with over 85% positive feedback, offering a new format to nurture buyers. The interactive panel format offered the 76 participants an opportunity to vote on which questions were put to the panellists by TechPros.io’s moderator Jermaine Edwards.

Network Sunday received public congratulations at our client's year-end Town Hall meeting for its contribution to the organisation's marketing achievements.