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v2. TGC [Deutsche Telekom] - Proposal
Isoline Communication
Created on October 17, 2024
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Transcript
Scratch that
Trusted cloud leader
on the block
kid
Market analysis
with content that adds value to the sales conversation from the start
And to earn it, you need to
EARN IT
To win attention you need to
As a result, Cloud Comms prospects are being drenched with a flood of
INFORMATION
of B2B marketers increased their investment in content in 2024
Skip
Your content marketing strategy needs to map to this.
Campaign strategy
Click for detailed competitive analysis
purchase cycle compared to wholesale telecoms.
In an undifferentiated market,cloud specialists have created a
It’s less feature-push, more use case pull.
How can you engage more directly with customers?
You’re Europe’s most valuable telecoms brand
... but the cloud comms party is a crowded one
Skip
Your content marketing strategy needs to map to this.
Campaign strategy
Click for detailed competitive analysis
purchase cycle compared to wholesale telecoms.
In an undifferentiated market,cloud specialists have created a
It’s less feature-push, more use case pull.
Skip
Limited to messaging
Messaging solutions only
Network
End-to-end solution
Back-end capabilities
Multi-channel communications
Appointment reminders
Emergency calls
Click-to-call
Payments
Anonymization
Push notifications
Voice bots
2-way voice, SMS, RCS, WhatsApp, Apple business chat, Email, Web chat, Video
Sinch
Twilio
Infobip
Kaleyra
Clickatell
Bandwidth
8x8
BICS
Front-end capabilities
Network
End-to-end solution
Short and long codes
Phone numbers
HLR lookup
BYOC
SIP Trunking
Analytics
Plugin integration
API integration
Front-end capabilities
Authentication
Campaign manager
Sinch
Twilio
Infobip
Kaleyra
Clickatell
Bandwidth
8x8
BICS
Back-end capabilities
Network
Back-end capabilities
Front-end capabilities
Flexible payment options
Customized solutions
Follow the sun support
Global customer support
Drag and drop interface
One-stop shop offering
Sinch
Twilio
Infobip
Kaleyra
Clickatell
Bandwidth
8x8
BICS
Network
End-to-end solution
End-to-end solution
Back-end capabilities
Global gateway
Front-end capabilities
IPX security
Built-in fraud protection
IoT/ 3G/ 4G/ 5G capabilities
Network reliability
Network interconnected
Fully owned global network
Sinch
Twilio
Infobip
Kaleyra
Clickatell
Bandwidth
8x8
BICS
Network
Foundational content
Drive long-term value
Showcase sales team expertise
Build trust through content
Story-tell with real pain points
Content campaign strategy
Kick off and immersion
Phase 1: Foundational content
Phase 2: Storytelling content
How will it look in practice?
Marketing and events calendar
Tone of voice, content and brand guidelines
Introduction to customers, competitors and context
Sales presentation run-through
Platform demo and immersion
Product briefings
Full-day kick off workshop in person or online
Other processes
Kick-off and
immersion
Of essential content assets with simplified, consistent, customer-centric messaging to position your brand effectively.
Build out a foundation
Our first priority
Launch social media program
Set out your stand to the industry at MWC
Timeline
Website overhaul
Sales enablement content for frontline team
Social media visibility
Sales enablement content
Foundational content
Phase 1
Clarify positioning and messaging
Website overhaul
Competitive benchmark
Key message development
Imagery and visual standards
with a messaging workshop
and key messages
Post-workshop deliverables
Pre-workshop
Positioning workshop
Phase 1 - Foundational content
Building out TGC's
positioning
- Positioning document
- Content strategy
- Unique visual identity within TGC’s brand guidelines
- 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
- Stakeholder interviews
- Competitive benchmarking
- Analysis and hypothesis development
Implement an outside-in focus; show TGC understands the challenges of the target customer
Create new website copy using a flexible structure that makes it easy to expand in the future
Rework website content using '4R's' methodology, working with TGC's SEO agency
What are your competitors doing?
How will this look for TGC?
To ensure the website content delivers, we will
Reframe existing site content to reflect messaging that comes out of the positioning session
Phase 1 - Foundational content
Engaging and simplified messaging is the norm in this sector, unlike other fields in wholesale telecoms
overhaul
Website
PROJECT LAYOUT
Handy use case reference guide
Simple, concise 1-pagers
enablement content
Phase 1 - Foundational content
Interactive, self-guided sales presentation
SALES
for the frontline team
Systematic TGC LinkedIn visibility with brand and corporate posts twice a week
Blend of use cases, numbering updates, thought leadership and signposts to website content
Set the stage for higher level thought leadership content
Phase 1 - Foundational content
social media program
Launch
MWC oriented launch campaign - interactive e-Book on the Cloud offering
Nurture campaign to drive engagement across owned and organic channels
Set out your stand to the industry at
MWC
Phase 1 - Foundational content
Our focus at this stage is to improve awareness, thought leadership and drive leads with value-added content.
Storytelling content
Phase 2
What does the future look like?
Timeline
Thoughts on ABM
Augmented LinkedIn profile of key executives
Content and Community Hub
Hero content
Our theme
'State-of-the-market' and 'how-to' content will provide air-cover
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
Content series: ‘Stories from data’ – using research data or data from TGC’s systems
Event series: ‘Horizons: fearless conversations about disruption’
Instructive and engaging: position TGC as a “go-to resource” for innovation and disruption
Steadily build TGC into a hub of knowledge and value
Phase 2 - Storytelling content
content
HERO
Educate, convince, convert – not a hard sell from the start
Atomise hero content and data points/ key messages received into various diverse form factors
Create tailored user journeys designed to drive consideration by adding value progressively with each asset
Create a community hub with pain point- and intent-focused content
Phase 2 - Storytelling content
Content and
COMMUNITY
hub
Expand reach with LinkedIn community content ad promotion
Content for articles to come from hero content, data points from content generation cycles or key industry developments
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
Long-form articles examples
Phase 2 - Storytelling content
profile of key executives
Augmented
Use the content that comes out of the round tables
3 x 1: few campaigns focused at different solution types and verticals
Phase 2 - Storytelling content
Our recommendations
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.
Thoughts on
ABM
Budget
Your team
Tracking
Processes
Sweet spot
Sustained and systematic
We’d love to create a great campaign with you!
Multi-faceted engagement campaign
The right team
Ready to start right away
To sum up...
Anu Ramani Managing Director Isoline Communications anu@isolinecomms.com +44 7564 904 939 www.isolinecomms.com
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
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.’
Drive long-term value
Standing apart through storytelling Stand 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.
Story-tell with real pain points
Project management platform
We use Notion to keep track of day-to-day tasks, content library and budget.
Processes
Weekly WIP calls, quarterly campaign review, quarterly reporting.
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Screenshots from CPaaS use cases: https://www.dropbox.com/scl/fi/khnbfu7mvgajjwu6qixfb/cpaas-case-studies.pdf?rlkey=h1jezqh078hbm44grom96xjxa&dl=0
Show BICS cpaas ebook – can we rebrand a few pages to deutsche?
Website thought leadership and social media expertise campaign
£40,000 - £60,000
12-month campaign
Kick-off, positioning, messaging, design templates
£20,000
Operations, campaign management, and analytics
£30,000
Disruption campaign: 2 x round tables, long form, video and multimedia content
£50,000 - £80,000
Foundation campaign: website overhaul, sales enablement content, foundational social media, MWC 2025 campaign
£80,000 - £120,000
Budget (£)
Item
Budget overview
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
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.
Build trust through content
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Example
fearless conversations about disruption
Event series
Horizons
Pilot in Q1 2025, followed by quarterly cadence
These documents then underpin content campaigns
Capture the key takeaways in ‘Issues, innovations and resources’ documents
2-hour or half-day, invitation-only C-level sessions facilitated by a TGC market futurist
Engage with key customers via small group roundtables or webinars on Horizons topics. Encourage participation and frank discussion with anonymity rules if needed
- Magenta Business APIs
- Global Carrier Digital Services
- Deutsche Telekom Global Carrier
Single landing page and microsite to capture all web traffic from
You-focused, action oriented, value driven
Benefits-based messaging for target audiences
Simple and clear site map
Optimise for key search terms
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Communicate TGC's value proposition to key audiences in a clear, customer-centric manner.
Foundational content
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Physical version
Digital/ Interactive version
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.
Showcase sales team expertise
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
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.
Drive long-term value
Taking advante of T recognisable (and full of possibilities!) visual identity
Visual
STYLE
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Processes
Processes
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Standing apart through storytelling Stand 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.
Story-tell with real pain points
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.
Showcase sales team expertise
Kick-off and immersion
Kick-off and immersion
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Director of Operations
Andy Eldridge
Account Manager
John Plant
Here’s the team that’ll make the magic happen, supported by the larger team at Isoline.
Creative Director
Gia Mussini
Managing Director
Anu Ramani
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.