The Objective
GTT came to PMG looking for strategic ideas for how to target CIOs at enterprise companies domestically. The company’s sales reps were having challenges setting meetings with the busy CIOs and they needed a creative and unique way to get first meetings on the books. Being one of only four carriers with a transatlantic network, GTT was wanting to talk to the CIOs about their capabilities.
PMG began by outlining GTT’s core differentiators and concepting an overall campaign theme of “Listen. See. Believe.” The campaign included a high-value direct mail gift program that would roll out as part of a comprehensive account-based marketing campaign targeted at 300 enterprise-level CIOs.
Targets were enticed to “Listen. See. Believe.”, receiving a hi-fidelity set of premium wireless earbuds, with the teaser that they could pair them with the new Amazon Echo Show (and take their next meeting over GTT’s Tier 1 Global Network), if they agreed to “Meet GTT.”
The CTA “Let us SHOW you the GTT Difference” brought the message home. Inside the box, a mini-brochure highlighted GTT’s key differentiators.
The ABM campaign set the stage for GTT’s sales reps and was reinforced with a 3-touch email cadence that featured two new pieces of B2B content and utilized one former piece of content.
To ensure a fully cohesive experience, PMG carried the campaign’s message throughout from first engagement all the way to first meeting. GTT sales reps arrived to the CIO meetings with campaign-themed packaging for the hand off of the Amazon Echo at the time of the first meeting. In addition, our team developed a branded folder with one of the new pieces of collateral inside as a leave-behind for these first meetings.
From direct mail gifts, pre- and post-meeting digital touchpoints and in-person meeting collateral—our team ensured a memorable brand experience and consistent messaging over the course of the cross-channel campaign.
The result? The program rolled out with a 20% conversion-to-meeting rate for GTT.
Client
Industry
SaaS
Telecom
Services
Account-Based Marketing
B2B Content Marketing
Messaging & Positioning
Sales Enablement
Creative
The Result
PMG's "Listen. See. Believe." campaign resulted in a 20% conversion to meeting rate for GTT.
Read the Full Case StudyWhat We Delivered
Messaging and positioning, including development of a new corporate overview that outlined GTT’s core differentiators. Our team also developed and executed a global, account-based marketing campaign that integrated digital and off-screen components.
Messaging & Positioning
Developed a new corporate overview outlining GTT’s core differentiators. Concepted and provided creative direction for several unique themes to position GTT as a leader in Software-Defined Wide Area Networking (SD-WAN).
High-Value Direct Mail
Strategized, concepted, and executed a direct mail campaign targeting CIOs at enterprise corporations for GTT’s global networking solutions. PMG encased the ear bud gifts in campaign-themed, attention-grabbing packaging with a call to action.
Account-Based Marketing
In concert with direct mail gifts, the campaign recipients received a 3-touch pre-mailing email cadence, as well as a post-mailing follow-up call. PMG developed all of the messaging including phone call and email scripts.
Additionally created a sales enablement playbook packed with tools for the Sales team including a customized LinkedIn header and message for reps to use during the course of campaign outreach efforts.
B2B Content Creation
Created compelling content for use in a multi-touch email campaign targeting CIOs at enterprise companies, promoting GTT’s global networking solutions.
See How We Launched a Successful ABM Campaign for GTT
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