JOINED-UP MARKETING FOR A JOINED-UP COLLABORATION SOLUTION
Whether it’s across a continent or a campus, remote collaboration is essential for today’s organisations. Voice, video and data need to converge wherever and whenever people need to share knowledge, work as a team or interact with partners and customers
With the creation of a comprehensive collaboration portfolio. AT&T wanted customers to understand the additional value that could be gained from a holistic approach to collaboration.
WHAT DID WE DELIVER? Whilst the term Unified Communications exists to describe an aggregation of technology solutions/products, we decided that Unifying collaboration was the best way to describe AT&Ts portfolio and proposition.
With most organisations employing ‘siloed’ solutions or point products, we focussed on the advantages of unifying collaboration to be more responsive, more accessible and more manageable than a piecemeal approach.
Lead generation was driven primarily through email marketing with the offer of an online seminar addressing collaboration strategies. We also proposed the creation of an online video which dramatised the effects of the AT&T Unified Collaboration portfolio and supported the campaign with the creation of an interactive ‘decision tree’ and handouts for related industry events. The campaign ran globally and included localisation for countries such as Japan and China.