Opening the Door to New Opportunity in a Critical Vertical

Client

Overview

BT and Five9 share a powerful proposition for organisations looking to modernise their contact centre experience. To accelerate growth in a strategically important sector, BT partnered with The Rubicon Agency to create a co‑branded campaign aimed at unlocking new opportunities in the UK healthcare market.

The goal was twofold:

• Create meaningful opportunities for BT and Five9 within UK healthcare
• Strengthen BT’s position as a trusted advisor in a sector where credibility and reliability are paramount

What we delivered

To break through in a complex, highly regulated vertical, we developed a complete go‑to‑market toolkit that equipped BT’s teams with the insight, messaging, and assets needed to engage healthcare decision‑makers with confidence.

The toolkit contained a vertical briefing document that provided deep dive into the UK healthcare landscape—market drivers, digital transformation pressures, and the evolving expectations around patient experience. This positioned BT and Five9 as aligned with sector priorities from the outset. As visual infographic delivered a data rich asset designed to quickly communicate the challenges and opportunities in healthcare, and how the BT + Five9 partnership directly addresses them.

Supported by sales and customer facing slideware, we armed BT sales teams with a cohesive narrative along with sales triggers and reasons to believe which initiated conversations, built trust and drove engagement.

The campaign delivered measurable commercial momentum and strengthened BT’s advisory position in the healthcare sector.

Results

• Significant pipeline generation across the UK healthcare market, creating new opportunities for both BT and Five9.
• Increase in average deal value, driven by the successful bundling of BT voice services with Five9’s cloud contact centre solution.
• Enhanced brand preference for BT, with sales teams reporting stronger traction and more informed conversations thanks to the vertical‑specific toolkit.