Fone Dynamics

CHALLENGE

Fone Dynamics, a Uniti Group Company, has developed a unique solution that enables B2B organisations to integrate call data, two-way SMS, and marketing analytics with more than 400 third-party platforms spanning CRMs, ERPs, financial systems, helpdesks etc.

In late 2021 when preparing to launch the solution, the Fone Dynamics team recognised that while a lot of consideration had been given to the technical capabilities, they needed additional support to simply articulate the problem they were solving for, so they could effectively grow market awareness and acquire customers.

STRATEGIC SOLUTION

We worked closely with the executive, marketing and product leaders, starting with a workshop to fully understand potential audience segments, and the solution USPs (unique selling propositions). Through this workshop we also identified what we needed to understand better, such as what systems businesses were currently using, and what they might like to integrate—this would reveal the sweet spots for marketing initiatives.

Through the strategic process we identified the customer problem that we could solve for was enabling leaders to bridge their integration gaps across communication channels, systems and platforms. The solution can help deliver a seamless customer experience (CX) which is increasingly important to end customers and, if done well, can be a key market differentiator for businesses.

As the solution was new, we decided to start by engaging business leaders in the conversation around ‘CX integration’ with a digital survey that captured the channels, systems and platforms they were currently using, and their pain points and priorities around integration including tracking ROI from different marketing activities. A dedicated Microsite was created to house the digital survey and a high value gated ‘Mind the CX Gap’ eBook was created that explored and educated our audience further on this issue.

In addition, nurture journeys were set up to engage leads who completed the survey, downloaded the eBook and/or who requested a ‘CX integration’ chat—and a sales battlecard and presentation were also created to ensure the conversation was consistent across every customer touchpoint.

Our GTM campaign soft-launched in February 2022 to a small group of Fone Dynamics customers and to other business leaders through a partnership with an SMB association.

OUTCOME

To date the campaign has reached over 257k business leaders, with email open rates of up to 26% and click to open rates of up to 61% (compared to industry averages of 22% and 9.8%). This activity has resulted with thousands of site visits with almost 100 business leaders, spanning marketing, operations and finance roles, opting to complete our survey.

In addition, our survey results confirmed that CX integration is indeed a theme that resonates with our target audience, with 38% opting in for further communications and 5% requesting a sales call.

Importantly we now have the market insights that we can use to spark interest and drive engagement amongst both existing customers and through carefully targeted integration partnerships.

The high value assets created, including the website, survey report and infographic, eBook and sales material have been built to last for a couple of years. The return on investment can be expected to accelerate in the coming months, as Fone Dynamics switches focus from content creation to strategic go-to-market channels.

About the project, Tamika Sercombe, Head of Marketing & Channel at Uniti Group Limited said:

“Mel and the team at Rocket Science worked as an extension of our team. They went well and truly above and beyond to ensure that the campaign was a success. I have never worked with a more dedicated, passionate and capable team. The campaign set a platform for our CX integration capability to reach new and existing customers.”