CHALLENGE
Fone Dynamics, a Uniti Group company, developed a unique solution that enabled 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 and more.
However when they were preparing to launch the solution, they 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, 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 messaging and marketing partnerships.
Through the strategic process, we identified that the core customer problem we could solve was enabling leaders to bridge their integration gaps across communication channels, systems, platforms and analytics. The solution could help deliver a seamless customer experience (CX), which is increasingly important to end customers and, if done well, could 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, alongside a high-value gated eBook, ‘Mind the CX Gap,’ created to explore and educate 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 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 to a small group of Fone Dynamics customers and other business leaders through a partnership with a SMB association.
OUTCOME
The campaign 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 resulted in thousands of site visits, with almost 100 business leaders across marketing, operations and finance roles choosing to complete our survey.
In addition, our survey results confirmed that CX integration was indeed a challenge that resonated with our target audience – 38% opted in for further communications and 5% requested a sales call.
These insights also helped identify strategic integration platform partners that Fone Dynamics could approach to explore ways to jointly solve customer pain points.