Targeting

The Lowdown: The campaign’s goal was getting network, telecom and broadband provider TalkTalk Business on the radar with systems integrators and value-added resellers, which are consultancy-led organizations that bolt together technology components from different providers to create a complete IT/communications solution for large-scale organizations.

The campaign’s focus was lead nurturing–not brand exposure–so the overriding objective was to get prospects to engage with campaign content, with a focus on the awareness stage of the B2B buyer timeline). Marketers also aimed to get the industry to reflect upon the danger of defaulting to preferred suppliers, and give TalkTalk a credible voice among enterprises.

The campaign strategy revolved around a proprietary marketing process called “Mi 3,” which Stein IAS has developed to enable clients to go from blank sheet of paper to revenue by create the fastest path from first touch to sale, and marketing automation technology from Eloqua.

Stein leveraged Eloqua to collect data on any prospect that engaged with the campaign through a digital channel, track prospects, via their digital body language, across all paid, owned and earned media (in this case email, website, landing pages, PR, social media, PPC and display advertising). Eloqua was also used to trigger campaigns in real-time when a prospect entered buying mode due to the number of clicks, downloads, return web visits they perform over a given period.

The campaign resulted in $9 million-plus in annual sales pipeline value, seven qualified leads, 146 webinar registrations and 178 views of supporting video assets representing 49 percent boost in visits to TalkTalk’s YouTube channel.