When you’re selling a meeting solution like Webex you might be forgiven for thinking prospective customers will have their own ideas about how it could be used in their organisation. That may be true when there’s a pre-existing requirement or when virtual collaboration is already part of the working culture. When there isn’t, you need to create context and relevance.
When AT&T approached The Rubicon Agency to help support sales of their new Webex solutions and integration capabilities they recognised the need to create context and relevance for a number of vertical markets. By arming their sales team with dedicated briefings and sales emails for Retail, Financial Services, Healthcare, Public Sector and Manufacturing they were not only able to inspire greater sales confidence but also accelerate customer conversations and purchase decisions.
Content creation for vertical markets is never as simple as generic marketing but it’s a task that is well-suited to our dedicated expertise and knowledge of vertical market dynamics. To meet the brief, we wrote and produced a suite of emails and briefing documents that demonstrated a clear understanding of the challenges and opportunities for each vertical with clear links to the features and advantages that could be gained from a Webex solution from AT&T.