Sharpening the Aim of Marketing

How razor-sharp, targeted content to key accounts wins every time.

challenge:

Underdog CenturyLink (formerly Qwest Business) was going toe-to-toe with huge competitors such as AT&T and their enterprise sales representatives needed to win the attention and wallets of harried, jaded IT executives.

SOLUTION:

We developed a highly-customized content plan that got to the heart of what IT Execs needed to know about their specific business. It refocused CenturyLink’s B2B marketing approach from being product-centric, into a true, buyer-centric strategy spanning multiple channels.

WE MADE IT SMART:

After intense dissection of CenturyLink’s marketing and sales processes, we identified a specific “tipping point” that we could use to break through and open a tech exec’s eyes and ears. As a result, we delivered a customized network diagram for that company’s network infrastructure. CenturyLink sales engineers routinely create these diagrams to help close sales.

WE MADE IT RELEVANT:

BNJ proved that moving this essential content more forward in the conversation ignited new sales discussions and accelerated the overall velocity of the pipeline.

AND IT WORKED:

• 40% of named account prospects met with sales
• 23% of targeted companies became customers
• VP of Marketing, Cindy Humphrey named “B2B Marketer of the Year” by the Direct Marketing Association
• 14:1 Return on Investment
• Gold, Stevie Award for Sales & Customer Service, Outbound Marketing Program of the Year