The challenge
CSP portfolios should include specific solutions for B2B customers, including SME, enterprise, public sector, SoHo, and others. The needs of this domain differ from those of traditional consumers (although it’s sometimes the case that smaller businesses do rely on consumer services to run their enterprise communications!) The challenge presented by this campaign was to demonstrate to telcos why, to capitalise on the B2B market opportunity, they needed to be able to offer a specialist solution primed for that domain and, if they already had such a solution, to identify whether it was adequately doing the job in a rapidly changing network and competitive environment.
The client
eCS’ client provides business-to-business (B2B) voice, cloud PBX, and intelligent network (IN) solutions for mobile operators, service providers and global enterprises.
Including an integrated service delivery framework that enables telcos to better differentiate their services and increase their share of the B2B market. Components of the framework include Cloud PBX, IP Centrex, full FMC, SIP trunking, and more. The framework is used by Tier 1 operators, ISPs, MVNOs, and Systems Integrators and provides carrier-grade performance and an agile roadmap addresses AI-enablement, analytics, policy control and advances in other domains.
The campaign
The campaign aimed to address a number of pain-points known to exist among target customers’ businesses, explaining how the client’s solution could address and overcome them. These included the lack of a competitive edge in the B2B domain, legacy solutions nearing end-of-life, the lack of mobile integration impeding true FMC, and the incompatibility of existing B2B portfolios with evolving network technologies and standards.
eCS was charged with clearly articulating how the client’s solutions work natively across all network access models – mobile 2G – 5G, and fixed, with presenting and explaining a rich functionality and features set, and demonstrating the results already being achieved by the solution in other, existing deployments.
Furthermore, eCS had to overcome a range of expected objections such as limited budget, legacy in place, and unfamiliarity with the client.
Target job titles
- Chief Technology Officer
- Chief Marketing Officer
- Head/Director/Manager of marketing (B2B, product, planning)
- Head/Director/Manager of enterprises
- Head/Director/Manager of Strategy
- Head/Director/Manager of Innovation
- Head/Director/Manager of Technologies
- Head/Director/Manager of B2B – including product and service management
- Head/Director/Manager of unified communication
- The results
Meetings set up with 50% of target prospects
Client quote
“We were impressed with how quickly and thoroughly eCS was able to understand our products and then present and articulate them clearly to our target market. Likely, eCS’ years of experience working in telco was a significant advantage in this regard. We were then very happy to see no less than half of our list of targets converted into qualified meetings and sales leads. Our relationship with eCS has already become a continuing one.”
