New lines for advertising and marketing have been drawn, requiring new focus and agility. You can no longer sell without a relationship—and you can't build a relationship by selling. To create meaningful relationships, you must engage with your audience on their terms. Prioritize the buyer's needs and preferred ways of engaging to ignite a meaningful and engaging conversation. The result is that buyers become advocates—the only sustainable marketing approach in today's multi-channel world.
The ChallengeCenturyLink needed a more effective, scalable way to connect with prospects and accelerate the sales funnel. Marketing and sales were working in isolation—they needed an agency to help them establish a dynamic communication strategy for prospects and an integrated approach to working together.
The ResponseWe immediately hosted a stakeholder roundtable to establish what's working and what's not. The strategy was clear: They needed engaging content designed to support all stages of the buyer's journey (and a smart plan for how to deliver it). Infographics (top right) to feed the funnel. Customer success videos to provide proof. Customized network maps (bottom right) to help land face-to-face conversations. Beyond uniting marketing and sales toward a common goal, this approach has since moved prospects through the funnel faster, and at higher conversion rates, than ever.
- CenturyLink CMO Cindy Humphrey named 2011 DMA Marketer of the Year
- Account-based campaigns yielded 14-1 ROI
- Email performance increased 400%
- Program cost-per-contract decreased by 50%