The challenge
Large enterprises represent a potentially lucrative domain for telcos, a market segment that unlike its consumer equivalent isn’t saturated and also one where solutions that address specific user issues are needed. In other words, it’s a land of opportunity! Where many telcos fall short is in not being able to offer and support the functionality and services that small businesses really want. eCS’ client has an answer to that problem – a “small business phone system” that allows telcos to offer (and quickly onboard) exactly what their prospective small business customers want. The challenge for eCS lay in presenting the solution to telcos and explaining how it could help them to increase their market share.
The client
eCS’ client offers a modular, end-to-end phone system designed to meet the communications needs of for businesses. The solution manages calls, texts, faxes, chats, and meetings within a single product, automates customer support, and is pre-integrated with a variety of widely used apps such as Salesforce. It enables the small business to present a polished brand, benefit from a platform that scales easily as the client’s own business grows, and stay connected reliably, without missing any critical interactions.
The campaign
In the first instance, eCS’s challenge was to identify how target prospects were currently addressing the small business domain. Did the telcos contacted presently have a specific small business solution within their portfolio (and if they did, which one?), were they overlooking the domain altogether or as is often the case, were they simply servicing small business clients using standard consumer accounts, features and functions.
Depending on the answers to the questions above, eCS was then equired to articulate the advantages for the telco of being active in addressing small business needs and how it could easily do so, winning market share by offering a product specifically tailored to the communications requirements of that domain.
Ultimately, eCS goal was, having established a clear interest in the client’s product, to set up a face-to-face qualified sales meeting with the prospect at Mobile World Congress.
Target job titles
- Chief Commercial Officer
- Chief Marketing Officer
- Head of B2B
- Head of Innovation
- VAS Director
- Product Manager B2B
- Directors of New Products and Services
The results
Meetings were set up with 60% of target prospects
Client quote
“Obviously, being able to turn a wish-list of prospects into actual meetings with 60% of them at a key industry event is a significant achievement both by eCS and for our own marketing team. It was clear from the outset that eCS knew the telecoms industry, spoke the same language that we and our prospects do, and were experienced in presenting telecoms technology solutions to the decision-makers we’d targeted. We were exceptionally happy with this campaign, and we expect it to be the first of many.”
