Thought leadership shaped by audiences’ attitudes
Process
Campaign planning
Sector research
Survey implementation
Survey response analysis
Content production
Campaign activation
Campaign optimisation
The Challenge
TalkTalk Business needed to redefine its position in the UK market.
TalkTalk Business boasts a large and unusually loyal customer base. But it’s too often seen solely as a supplier of connectivity, rather than as a consultative partner with invaluable advice to offer.
We needed to showcase the depth of TalkTalk Business’s thinking in a way that would garner attention and start conversations.
The challenge lay in conveying reliability, innovation and a deep customer focus – while also differentiating from competitors in a crowded market.
The Response
We surveyed 300 IT leaders and frontline workers from three sectors key to TalkTalk Business: logistics, retail and hospitality. We wanted exclusive insights with genuine depth.
We then used the results to shape three whitepapers. These hero assets analysed sector-specific technological shifts, and revealed our survey respondents’ attitudes – some positive, some negative – toward these changes.
These whitepapers established TalkTalk Business’s thought-leadership credentials, and were promoted by partnerships with trade publications; paid and organic social; video content; email campaigns; and a series of bold, conversation-starting blogs.
A one-of-kind demand-gen campaign was needed.