JT: subscriber intelligence

the client

background

JT Wholesale provides a wide range of voice, messaging, IoT/M2M and roaming solutions which are underpinned by strong network assets and capabilities. Their goal is to be the Partner of Choice for innovative global communication services.

JT are a tier 1 telecoms operator and is the the largest network based in the Channel Islands with over 600 global employees in 11 global locations incl. Jersey, Guernsey, London, Boston, Melbourne, Oslo and Copenhagen. With 3 business divisions (Enterprise, Wholesale and Consumer), JT offer a comprehensive portfolio of innovative wholesale products and services. They already have 600 roaming partners and this number is growing.

JT’s goal is to become the Partner of Choice for innovative global communication.

the challenge

JT’s challenge was threefold:

1. They were looking for a partner to design, write and create brand new sales and marketing collateral for their Subscriber Intelligence solution (an explainer animation, solution overviews and blogs).
2. They then needed someone to then manage and implement the build of their new end-to-end HubSpot marketing platform.
3. They wanted to create and run a three-month demand generation campaign for their Subscriber Intelligence solution, specifically aimed at Retail, eGaming and Banking & Finance verticals.

the build solution

• A six week build and set up of the HubSpot Marketing Platform
• Sourcing of new data that could be used by JT for future campaigns
• Copy writing and creation of one solution overview guide
• Copy writing and creation of three vertical specific overviews to complement the Buyer Persona work that was undertaken
• Creation of explainer animation
• Creation of on-brand bespoke email, landing page, thank you page and blog templates that could be used for future marketing
• Connecting social accounts to HubSpot to allow bulk uploading and greater conversion tracking
• Creation of the JT Subscriber Intelligence blog through HubSpot
• Working closely with JT in the creation of three buyer personas, by understanding who their ideal customers and target audience for JT Subscriber Intelligence are.
• All data purchased on behalf of JT was then mapped to include a Buyer Persona against each contact record, this in turn meant that future campaigns could be targeted and relevant for the contacts.
• Lead nurturing workflows were also created to encourage contacts further along the buyer journey dependent on what they had previously interacted with and their buyer persona

the campaign solution

• A three month campaign
• Using the HubSpot marketing platform, as well as LinkedIn to serve sponsored content and InMail messages
• One solution overview guide was written and three vertical specific overviews were also created to complement the Buyer Persona work that was undertaken
• Creation of bespoke emails, landing pages and thank you pages, tailored towards the target audience of JT with copy
• Creation of explainer animation
• Social updates specific to each asset that were written and published through Twitter and LinkedIn
• Paid conversion campaigns through LinkedIn with the objective to retarget contacts known in the data list and to profile a similar audience using the industries and job titles we were already targeting
• Creation of three buyer personas, after understand who the ideal customer and target audience for JT Subscriber Intelligence were
• These were further shaped through the duration of the campaign as more intelligence was discovered around specific personas.