v2. TGC [Deutsche Telekom]

kid

on the block

Trusted cloud leader

Scratch that

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of B2B marketers increased their investment in content in 2024

INFORMATION

As a result, Cloud Comms prospects are being drenched with a flood of

To win attention you need to

EARN IT

And to earn it, you need to

with content that adds value to the sales conversation from the start

Market analysis

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... but the cloud comms party is a crowded one

You’re Europe’s most valuable telecoms brand

How can you engage more directly with customers?

It’s less feature-push, more use case pull.

In an undifferentiated market,cloud specialists have created a

purchase cycle compared to wholesale telecoms.

Click for detailed competitive analysis

Campaign strategy

Your content marketing strategy needs to map to this.

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It’s less feature-push, more use case pull.

In an undifferentiated market,cloud specialists have created a

purchase cycle compared to wholesale telecoms.

Click for detailed competitive analysis

Campaign strategy

Your content marketing strategy needs to map to this.

Front-end capabilities

BICS

8x8

Bandwidth

Clickatell

Kaleyra

Infobip

Twilio

Sinch

2-way voice, SMS, RCS, WhatsApp, Apple business chat, Email, Web chat, Video

Voice bots

Push notifications

Anonymization

Payments

Click-to-call

Emergency calls

Appointment reminders

Multi-channel communications

Back-end capabilities

End-to-end solution

Network

Messaging solutions only

Limited to messaging

Back-end capabilities

BICS

8x8

Bandwidth

Clickatell

Kaleyra

Infobip

Twilio

Sinch

Campaign manager

Authentication

Front-end capabilities

API integration

Plugin integration

Analytics

SIP Trunking

BYOC

HLR lookup

Phone numbers

Short and long codes

End-to-end solution

Network

End-to-end solution

Network

BICS

8x8

Bandwidth

Clickatell

Kaleyra

Infobip

Twilio

Sinch

One-stop shop offering

Drag and drop interface

Global customer support

Follow the sun support

Customized solutions

Flexible payment options

Front-end capabilities

Back-end capabilities

Network

BICS

8x8

Bandwidth

Clickatell

Kaleyra

Infobip

Twilio

Sinch

Fully owned global network

Network interconnected

Network reliability

IoT/ 3G/ 4G/ 5G capabilities

Built-in fraud protection

IPX security

Front-end capabilities

Global gateway

Back-end capabilities

End-to-end solution

Content campaign strategy

Story-tell with real pain points

Build trust through content

Showcase sales team expertise

Drive long-term value

Foundational content

How will it look in practice?

Phase 2: Storytelling content

Phase 1: Foundational content

Kick off and immersion

immersion

Kick-off and

Other processes

Full-day kick off workshop in person or online

Product briefings

Platform demo and immersion

Sales presentation run-through

Introduction to customers, competitors and context

Tone of voice, content and brand guidelines

Marketing and events calendar

Imagery and visual standards

Key message development

Competitive benchmark

Website overhaul

Clarify positioning and messaging

Phase 1

Foundational content

Sales enablement content

Social media visibility

Sales enablement content for frontline team

Website overhaul

Timeline

Set out your stand to the industry at MWC

Launch social media program

Our first priority

Build out a foundation

Of essential content assets with simplified, consistent, customer-centric messaging to position your brand effectively.

Stakeholder interviews
Competitive benchmarking
Analysis and hypothesis development

Brainstorm key messages and positioning – including USPs
Develop end-to-end messaging framework with USPs and proof points
Map content needs to target audience pain points and purchase journey

Positioning document
Content strategy
Unique visual identity within TGC’s brand guidelines

positioning

Building out TGC's

Phase 1 - Foundational content

Positioning workshop

Pre-workshop

Post-workshop deliverables

and key messages

with a messaging workshop

Click here for positioning examples

Click here for a taste of TGC's digital-inspired design

PROJECT LAYOUT

Website

overhaul

Engaging and simplified messaging is the norm in this sector, unlike other fields in wholesale telecoms

Phase 1 - Foundational content

Reframe existing site content to reflect messaging that comes out of the positioning session

To ensure the website content delivers, we will

How will this look for TGC?

What are your competitors doing?

Rework website content using '4R's' methodology, working with TGC's SEO agency

Create new website copy using a flexible structure that makes it easy to expand in the future

Implement an outside-in focus; show TGC understands the challenges of the target customer

for the frontline team

SALES

Interactive, self-guided sales presentation

Phase 1 - Foundational content

enablement content

Simple, concise 1-pagers

Handy use case reference guide

Launch

social media program

Phase 1 - Foundational content

Set the stage for higher level thought leadership content

Blend of use cases, numbering updates, thought leadership and signposts to website content

Systematic TGC LinkedIn visibility with brand and corporate posts twice a week

Phase 1 - Foundational content

MWC

Set out your stand to the industry at

Nurture campaign to drive engagement across owned and organic channels

MWC oriented launch campaign - interactive e-Book on the Cloud offering

At the same time, TGC will build a community of innovators thinking about how to enable the next stage of business evolution for disruptive, digital-first companies

'State-of-the-market' and 'how-to' content will provide air-cover

Our theme

Hero content

Content and Community Hub

Augmented LinkedIn profile of key executives

Thoughts on ABM

Timeline

What does the future look like?

Phase 2

Storytelling content

Our focus at this stage is to improve awareness, thought leadership and drive leads with value-added content.

HERO

content

Phase 2 - Storytelling content

Steadily build TGC into a hub of knowledge and value

Instructive and engaging: position TGC as a “go-to resource” for innovation and disruption

Event series: ‘Horizons: fearless conversations about disruption’

Content series: ‘Stories from data’ – using research data or data from TGC’s systems

hub

COMMUNITY

Content and

Phase 2 - Storytelling content

Create a community hub with pain point- and intent-focused content

Create tailored user journeys designed to drive consideration by adding value progressively with each asset

Atomise hero content and data points/ key messages received into various diverse form factors

Educate, convince, convert – not a hard sell from the start

Augmented

profile of key executives

Phase 2 - Storytelling content

Long-form articles examples

Post long-form LinkedIn articles to the profile of TGC thought leaders to serve as a trigger for in-depth conversations and driver for social selling

Content for articles to come from hero content, data points from content generation cycles or key industry developments

Expand reach with LinkedIn community content ad promotion

ABM

Thoughts on

2025 is too early for systematised ABM.Build a matrix of solutions x verticals and implement 1-few campaigns every quarter using medium-form hero assets.

Our recommendations

Phase 2 - Storytelling content

3 x 1: few campaigns focused at different solution types and verticals

Use the content that comes out of the round tables

Processes

Tracking

Your team

Budget

To sum up...

Ready to start right away

The right team

Multi-faceted engagement campaign

We’d love to create a great campaign with you!

Sustained and systematic

Sweet spot

Anu Ramani Managing DirectorIsoline Communicationsanu@isolinecomms.com+44 7564 904 939www.isolinecomms.com

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Drive long-term value

The ultimate goal. TGC will build a ‘content moat’ that will set you apart in a crowded market. This content can be atomized to engage prospects across multiple channels.’

Story-tell with real pain points

Standing apart through storytellingStand out with content that leverages your existing deployments and relationships.Anonymised, aggregated proprietary data and first-party insights from real clients will help move away from 'me too'-type content towards real, tangible, data-led and story-driven expert advice.

Weekly WIP calls, quarterly campaign review, quarterly reporting.

Processes

We use Notion to keep track of day-to-day tasks, content library and budget.

Project management platform

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Show BICS cpaas ebook – can we rebrand a few pages to deutsche?

Screenshots from CPaaS use cases: https://www.dropbox.com/scl/fi/khnbfu7mvgajjwu6qixfb/cpaas-case-studies.pdf?rlkey=h1jezqh078hbm44grom96xjxa&dl=0

Budget overview

Item

Budget (£)

£80,000 - £120,000

Foundation campaign: website overhaul, sales enablement content, foundational social media, MWC 2025 campaign

£50,000 - £80,000

Disruption campaign: 2 x round tables, long form, video and multimedia content

£30,000

Operations, campaign management, and analytics

£20,000

Kick-off, positioning, messaging, design templates

12-month campaign

£40,000 - £60,000

Website thought leadership and social media expertise campaign

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Build trust through content

The long-term play. TGC will deliver journalistic, high-quality content that provides value across the cloud ecosystem. Thus building trust and long-term relationships with influencers and decisionmakers today and into the future.

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Engage with key customers via small group roundtables or webinars on Horizons topics. Encourage participation and frank discussion with anonymity rules if needed

2-hour or half-day, invitation-only C-level sessions facilitated by a TGC market futurist

Capture the key takeaways in ‘Issues, innovations and resources’ documents

These documents then underpin content campaigns

Pilot in Q1 2025, followed by quarterly cadence

Horizons

Event series

fearless conversations about disruption

Example

Optimise for key search terms

Simple and clear site map

Benefits-based messaging for target audiences

You-focused, action oriented, value driven

Single landing page and microsite to capture all web traffic from

Magenta Business APIs
Global Carrier Digital Services
Deutsche Telekom Global Carrier

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Foundational content

Communicate TGC's value proposition to key audiences in a clear, customer-centric manner.

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Digital/ Interactive version

Physical version

Showcase sales team expertise

The immediate play. TGC will use data-driven insight and unique POVs for impactful social engagement and selling. Thus reaching prospects where they are, and already connected with your sales experts.

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Drive long-term value

The ultimate goal. TGC will build a ‘content moat’ that will set you apart in a crowded market. This content can be atomized to engage prospects across multiple channels.

STYLE

Visual

Taking advante of T recognisable (and full of possibilities!) visual identity

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Story-tell with real pain points

Showcase sales team expertise

Processes

Phase 2: Storytelling content

Phase 1: Foundational content

Timeline

Campaign strategy

Intro

Kick-off and immersion

Anu Ramani

Managing Director

Gia Mussini

Creative Director

Here’s the team that’ll make the magic happen, supported by the larger team at Isoline.

John Plant

Account Manager

Andy Eldridge

Director of Operations

Build trust through content

v2. TGC [Deutsche Telekom] - Proposal

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SLYCE DECK

LET’S GO TO LONDON!

ENERGY KEY ACHIEVEMENTS

HUMAN AND SOCIAL DEVELOPMENT KEY

CULTURAL HERITAGE AND ART KEY ACHIEVEMENTS

DOWNFALLL OF ARAB RULE IN AL-ANDALUS

ABOUT THE EEA GRANTS AND NORWAY

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