THE CHALLENGE
One of the nation’s largest, fastest growing business telecom networks was about to get a lot bigger. They were connecting thousands of buildings to their fiber optic network. Fast, reliable, end-to-end service was available to new customers in major metro markets. They just needed to sign a few.
THE SOLUTION
In an industry where salespeople still knock on doors, we warmed the sale with an integrated and automated campaign that announced XO’s arrival and promoted their services through traditional and digital media. By the time that knock came, customers were ready to sign.
THE STORY
We didn’t sell business telecom services by talking about business telecom services. We talked about speed. About zero delays. All powered by a faster, easier-to-use networking technology—ethernet.
So we created a world called The Etherverse. Its entry point is that little ethernet port coming out of your wall. On the other side, infinite possibilities.
All our materials, including lobby event signage and emails, led to a responsive microsite that described the Etherverse in full, beginning the conversation about business telecom features only after we’d sufficiently primed the audience with the benefits.
The target buildings were graded by how many customers, if any, already existed in each building. Those with anchor customers were considered prime, with fewer or no customers being less optimal. We hit the prime targets first, then the rest. According to responsiveness, we followed up with content marketing emails. Based on the grading scale and triggers, we automated the entire communications stream.
Less than two months after launch, the campaign performed so well that XO doubled the amount of buildings they’re targeting for this initiative.
