Connected Business was a multi-service Brand To Sales™ campaign, designed to raise awareness and generate quality leads for telecommunications company Gamma.
Octopus Group took over from Gamma’s existing agency to boost its position in the competitive telecommunications marketplace, and to generate leads to support its sales teams. Gamma has a highly orchestrated sales process, with two teams focusing on channel and direct sales respectively. Octopus Group’s messaging and campaign plan had to target both audiences, with specific and general messages, as required.
- Demand Generation
- Research & Insight
Octopus Group began the partnership with Gamma with a content audit, persona workshop and a series of focus groups to understand its complex customer base. This was followed by a research project to illustrate the importance of being a well-connected modern business. Using this as a foundation, the agency developed a series of thought-leadership content pieces, guides and blogs. As well as a digital diagnostic tool, PR, communications and influencer engagement to generate leads.
Over 6 months the campaign won over 1.43 million impressions, with 2,071 interactions and 1,302 form fills. There were 5,536 page views to Gamma’s landing page, which resulted in a huge 23.5 per cent conversion rate and 141 MQLs (Qualified Marketing Leads). The campaign has seen Gamma win 60 new customers so far, and generated £1.33 million in new sales.