Client
TalkTalk Business
Sector
Telecoms / Consultancy
Process
Campaign Planning, Social Content, Survey Implementation, Industry Research, Whitepaper Writing
TalkTalk Business is one of the UK’s foremost providers of connectivity and IT support. It supports more than 180,000 UK businesses, including 350 IT resellers. Strategic content marketing helps B2B customers see a telecoms giant in a whole new light.
The challenge
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.
Our response
- We surveyed 300 IT leaders and frontline workers from three key sectors: logistics, retail and hospitality. We wanted truly exclusive insights with genuine depth.
- Used the results to shape three whitepapers. These detailed sector-specific technological shifts, contrasted against our survey respondents’ attitudes – some positive, some negative – toward these changes.
- Established TalkTalk Business’s thought-leadership credentials with paid content in leading industry publications.
- Attracted attention across our deep-dive research through paid and organic social, video content, email campaigns and a series of conversation-starting blogs.
The reaction
“The team’s sector-research campaign was thoughtfully planned and beautifully executed. It bolstered our thought-leader credentials, generated lots of positive engagement, and shifted customer conversations beyond the subject of connectivity and into the realms of consultancy – exactly what we wanted.”
Katy Colman, Enterprise Marketing Manager, TalkTalk Business.
