LeadFabric x Telenet – Testimonial
In collaboration with LeadFabric, leading telecommunications company Telenet applies marketing automation, conversational marketing and content automation
HOW TELENET ENHANCED
ITS B2B MARKETING STRATEGY
in collaboration with LeadFabric
LeadFabric has been assisting Telenet, one of Belgium's largest telecommunications companies, for several years in their B2B marketing initiatives.
Keep reading to learn more about the outcomes of Telenet and LeadFabric!
Automating targeted and personalized B2B marketing campaigns.
Bridging communication gaps and giving control to the buyers.
Going beyond emails, PDFs and landing pages.
MARKETING AUTOMATION JOURNEY
Automating targeted and personalized B2B marketing campaigns
MARKETING AUTOMATION JOURNEY
We all know the telecom industry: it provides utilities and services everyone will undoubtedly need at some point in their day-to-day lives. This means the addressable target market for a company in this domain is more or less equal to the population in a given geographical area.
Naturally, the B2C market is larger than the B2B market in terms of number of accounts, but not necessarily for other parameters. There are similarities but certainly also differences which might drive different infrastructure needs.
For example, because consumer business is quite transactional, clients always expect easy access to products and services. Providing an exceptional customer experience and customer service is what will make the difference.
B2C vs. B2B
In the B2C world, marketing is all about managing KPIs, such as keeping what is already there (churn management), upselling extra or new services to existing clients, and acquiring churned clients from competition.
When looking at technology choices that support marketing and sales activities, the emphasis is on at-scale personalization and quick opportunity conversions.
In the B2B world, however, things are slightly different.
AN INDEPENDENT BUYER'S JOURNEY
Of course, the aforementioned KPIs count too and the transactional aspect to the business is present as well.
However, businesses buy differently than customers do; there are more variables, needs, products, and service-level requirements to take into account.
Larger organizations also require more decision-makers in the buying process compared to in B2C, where the decision-makers are only individuals (not groups).
Because B2B buying, and thus selling, is more complex, online marketing solutions for the more transactional B2C world (i.e., “click-and-instant-buy” scenarios) don’t make the cut.
Buyers don’t like to get sold to. They want to navigate through their buyer’s journey independently.
Digital marketing can and has to facilitate this navigation, which comprises a whole lot of different activities. An important one being the alignment with the sales function.
NEW AREA OF OPPORTUNITY
Traditionally, Telenet had been relying on a technology stack that served its residential business. While effective on a B2C level, B2B level marketing and sales demanded more.
Telenet realized that by improving the way they market specifically to businesses rather than just to consumers, they could tap into a whole other area of opportunity.
This includes various businesses ranging from SOHO (small office/home office) and SMEs to LEs.
That’s why Telenet turned to LeadFabric, a company that has been solving similar B2B marketing challenges since 2008.
LeadFabric assisted Telenet in selecting the right technology that would best match their internal planning and workflow management.
After deciding to go with Adobe Marketo Engage as their B2B marketing automation platform (MAP), the goal was to implement new “always-on” journeys in the most agile way possible: a multi-step process including KPIs for various campaigns that improve the way they target audiences, select the most appropriate communication channels, and monitor results.
Traditionally, marketers targeted people based on static lists – profiles that were taken at a certain point in time and then never updated again, even after those profiles had changed.
With marketing automation, marketers can target people dynamically.
By relying on a platform like Marketo, it’s possible to monitor certain changes (e.g., a person’s product interest, demographics and online behavior such as clicks, web visits, etc.) and therefore treat people differently based on that data.
With marketing automation, marketers can target people dynamically.
PERSONALIZATION
Additionally, contacts can enter and leave segments automatically based on pre-defined filters or criteria that marketers set, ensuring their messaging always stays relevant. This big change from “traditional” to more dynamic targeting is what takes Telenet go beyond basic email marketing.
This resulted into a very agile delivery of highly targeted, personalized, and automated B2B marketing campaigns.
Today, Telenet can now better track leads throughout their buying journeys, allowing the marketing team to engage with audiences with more relevant and personalized messages at the best moments, and at every touchpoint.
What’s more, the regular monitoring and optimization of campaigns has helped ensure that Telenet’s sales team can follow-up and focus on high-quality leads that are ready to buy.
We can rely on the LeadFabric team's expertise to advise us, provide useful insights, implement the technology that best fits our needs, and most importantly, get things done.
STEVEN PRINCEN, DIGITAL TRANSFORMATION MANAGER, TELENET
CONVERSATIONAL MARKETING
Bridging communication gaps and giving control to the buyers
Marketing automation is quick, cost effective, and efficient, largely because it can pull and centralize both implicit and explicit data.
However, there tends to often be an over-reliance on three elements for automated marketing initiatives:
- The existing database
- Low converting forms inbound marketing activities
- Using email as the main outbound marketing channel
What’s more, marketing automation implementations fail because they’re over-engineered.
This results in an almost machine-like procedure, making clients and prospects go through stages such as “wait steps” and “disqualifications”.
This over-automation removes the human nature of marketing, which can be detrimental to one’s user experience.
FRICTIONLESS PROCESS
It’s important to keep in mind that buyers are, first and foremost, humans who largely rely on conversational exchanges to make purchase decisions.
Enhancing the human and conversational aspects within a buyer’s journey is what helps strengthen business relationships and makes a buying process feel frictionless.
One of Telenet’s goals was therefore to better engage with website visitors, a key part of their B2B audience.
THE RIGHT TIME
The idea was to give more sense of control to buyers; to let them communicate to Telenet on their terms, as well as to find all the information they’re looking for as quickly as possible.
More specifically, Telenet required a solution that met the needs of entrepreneurs who are constantly pressed for time and want to quickly find product information.
It was found that these entrepreneurs only reach out after working hours, meaning that a solution was needed to allow them to get in contact with Telenet even when offices are closed and reps have left the building.
CHAT SOLUTIONS
Telenet saw early on the importance of being available both during the day and night, immediately providing relevant information to their visitors at the times most convenient for them.
However, capturing leads outside of working hours was a major challenge.
This is why Telenet found significant value in chat solutions and “conversational marketing”.
LeadFabric helped implement these in a way that intercepted leads in real-time and instantly serviced them with the right information, all without requiring human agents to intervene.
This “new channel” helps buyers reach out whenever they want to. It helps increase the database growth and also maintain its health.
INCREASING ENGAGEMENT
Telenet is now better positioned to convert opportunities in its SOHO market. In particular, the Telenet chatbot achieves two main objectives:
- To provide businesses with the telecom bundle recommendations right for them
- To book calendar meetings between entrepreneurs and reps
The chatbot bridges communication gaps that would have otherwise made reps feel out of reach and unavailable to Telenet’s audience of entrepreneurs seeking solutions after hours.
After going live with the chatbot in just a month, overnight and week-end conversions spiked by 25%. On average, a 5% increase in visitor engagement rates and a 25% increase in email captures were observed.
And it doesn’t stop there. After the chatbot was installed, 30% of leads were converted into opportunities and 35% of those closed opportunities were won.
Finally, the chat-to-close rate increased by a significant 42%.
LeadFabric has helped transform our buyer experience by embedding conversational marketing in our overall strategy so we could differentiate ourselves and provide personalized experiences our visitors expected.
On top, we could provide a new channel to accelerate growth and revenue. Never before have I gotten a 42% increase in conversion rates in my digital marketing activities. All thanks to the work we’ve been doing with the LeadFabric team.
STEVEN PRINCEN, DIGITAL TRANSFORMATION MANAGER, TELENET
TURTL
Going beyond emails, PDFs and landing pages
Telenet recently decided to go beyond emails, PDFs, and landing pages for delivering content to their prospects and customers.
They wanted to explore different channels that could better promote content interest and engagement for their audiences in a unique and sophisticated way.
BETTER READING EXPERIENCE
In implementing Turtl, an enterprise content automation platform, LeadFabric helped Telenet do this.
Turtl’s format is designed based on the psychology of how humans like to read: people want control of their reading experience; they process visuals 60,000x faster than texts; and they need to slice up big chunks of information into smaller pieces to better absorb and retain information.
INTEGRATIONS
A Turtl document is highly visual, interactive, and unique in that it is possible to scroll both horizontally and vertically. It fulfils our reading needs as humans, far better than traditional formats can (e.g., PDFs).
LeadFabric’s in-house designer created Turtl documents in Telenet’s own branding, while technical consultants integrated the Turtl platform with the Marketing Automation platform (Marketo).
The team then trained Telenet to effectively use the platform and present their content.
INSIGHTS & METRICS
The interactive Turtl features (e.g., polls, audio, video) and the dashboard insights available from Turtl, have also allowed Telenet to measure reader engagement better than they could ever do with email stats or PDFs, which don’t offer any insights at all. Through Turtl, Telenet is now able to measure metrics such as:
- Time spent on pages
- No. of reads and unique readers
- Clicks (polls answered, videos watched, photos expanded)
- Average read time
The results of this first experience with Turtl are extremely promising.
It was found that Telenet’s audience likes engaging with eBooks; Turtl documents had a low average bounce rate (11%), the average read times per short-form page is of 2 minutes, and the average overall read time is of 4 minutes for short- to mid-form eBooks.
The interactive Turtl features and the dashboard insights allow Telenet to measure reader engagement better than they could ever do with email stats or PDFs.
The integration of Turtl with Marketo also allows Telenet to use their reader insights for lead scoring programs, as well as to better follow content trends.
All in all, LeadFabric’s support in the smooth end-to-end implementation of Turtl has enabled Telenet to take their B2B marketing strategy to a whole new level.
