3D image of a small city scene including TalkTalk Business offices

Shifting perceptions while generating demand

Client

TalkTalk Business

Sector

Telecoms

Services

Strategy
Creative
PR and content
Campaign delivery
Sales and marketing alignment

What we did (in a nutshell)

We developed and executed an impactful campaign that served two purposes: firstly, demand-gen; secondly, repositioning TalkTalk Business as an innovative and customer-focused telecoms partner.

Promotional image for TalkTalk Business with a 3D image of a small city scene including TalkTalk Business offices
“The campaign was thoughtfully planned and beautifully executed. It bolstered our thought-leader credentials, generated lots of positive engagement, and shifted customer conversations – exactly what we wanted.” Katy Colman Enterprise Marketing Manager, TalkTalk Business

300

IT leaders and frontline workers surveyed

18.2%

Unique open rate

0.92%

Average LinkedIn click-through rate

215

Form submissions

TalkTalk Business brand image of a man in a suit holding a phone LinkedIn advert for TalkTalk buisness Promotional brand image for TalkTalk Business TalkTalk Buisness 3D brand image representing voice and conversation

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.

We surveyed 300 workers from three key sectors: logistics, retail and hospitality. We wanted exclusive insights with genuine depth.