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v2. TGC [Deutsche Telekom] - Proposal

Isoline Communication

Created on October 17, 2024

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Transcript

Trusted cloud leader

kid

on the block

Scratch that

And to earn it, you need to

To win attention you need to

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

of B2B marketers increased their investment in content in 2024

EARN IT

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

INFORMATION

Market analysis

Skip

Click for detailed competitive analysis

In an undifferentiated market,cloud specialists have created a

How can you engage more directly with customers?

purchase cycle compared to wholesale telecoms.

You’re Europe’s most valuable telecoms brand

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

Your content marketing strategy needs to map to this.

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

Campaign strategy

Skip

Click for detailed competitive analysis

In an undifferentiated market,cloud specialists have created a

purchase cycle compared to wholesale telecoms.

Your content marketing strategy needs to map to this.

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

Campaign strategy

Skip

End-to-end solution​
Back-end capabilities​
Network
Front-end capabilities​
BICS
8x8
Bandwidth
Clickatell
Kaleyra
Infobip
Twilio
Sinch
2-way voice, SMS, RCS, WhatsApp, Apple business chat, Email, Web chat, Video
Messaging solutions only
Voice bots
Push notifications
Anonymization
Payments
Click-to-call
Emergency calls
Appointment reminders
Multi-channel communications
Limited to messaging
End-to-end solution​
Network
Front-end capabilities​
Back-end capabilities​
BICS
8x8
Bandwidth
Clickatell
Kaleyra
Infobip
Twilio
Sinch
Campaign manager​
Authentication
API integration​
Plugin integration
Analytics
SIP Trunking
BYOC
HLR lookup
Phone numbers
Short and long codes
Back-end capabilities​
Network
Network
Front-end capabilities​
End-to-end solution​
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​
End-to-end solution​
Back-end capabilities​
Front-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
Global gateway

Content campaign strategy

Showcase sales team expertise
Foundational content
Story-tell with real pain points
Drive long-term value
Build trust through content

How will it look in practice?

Kick off and immersion

Phase 1: Foundational content

Phase 2: Storytelling content

Kick-off and

immersion

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
Other processes

Timeline

Clarify positioning and messaging

Phase 1

Foundational content

Website overhaul
Our first priority
Competitive benchmark
Build out a foundation
Key message development​
Sales enablement content for frontline team​
Of essential content assets with simplified, consistent, customer-centric messaging to position your brand effectively.
Imagery and visual standards
Website overhaul
Launch social media program
Sales enablement content
Social media visibility
Set out your stand to the industry at MWC

Phase 1 - Foundational content

Pre-workshop

  • Stakeholder interviews
  • Competitive benchmarking
  • Analysis and hypothesis development

Building out TGC's

positioning

Positioning workshop

  • 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

and key messages

with a messaging workshop

Post-workshop deliverables

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

Phase 1 - Foundational content

Website

overhaul

To ensure the website content delivers, we will

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

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

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

What are your competitors doing?

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

How will this look for TGC?

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

PROJECT LAYOUT

Phase 1 - Foundational content

SALES

enablement content

for the frontline team

Interactive, self-guided sales presentation
Simple, concise 1-pagers
Handy use case reference guide

Phase 1 - Foundational content

Launch

social media program

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

Set out your stand to the industry at

MWC

MWC oriented launch campaign - interactive e-Book on the Cloud offering
Nurture campaign to drive engagement across owned and organic channels

Timeline

Phase 2

Hero content

Storytelling content

Our theme
Content and Community Hub
What does the future look like?
Our focus at this stage is to improve awareness, thought leadership and drive leads with value-added content.
Augmented LinkedIn profile of key executives
'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
Thoughts on ABM

Phase 2 - Storytelling content​

HERO

Event series: ‘Horizons: fearless conversations about disruption’

content

Content series: ‘Stories from data’ – using research data or data from TGC’s systems
Steadily build TGC into a hub of knowledge and value
Instructive and engaging: position TGC as a “go-to resource” for innovation and disruption

Phase 2 - Storytelling content​

Content and

COMMUNITY

hub

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

Phase 2 - Storytelling content​

Augmented

Long-form articles examples

LINKEDIN

profile of key executives

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

Phase 2 - Storytelling content​

Thoughts on

ABM

Our recommendations

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

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.

Use the content that comes out of the round tables

Processes

Tracking
Your team
Budget

To sum up...

Multi-faceted engagement campaign
The right team

Sweet spot

Ready to start right away
Sustained and systematic​
We’d love to create a great campaign with you!

Anu Ramani Managing Director Isoline Communications anu@isolinecomms.com +44 7564 904 939 www.isolinecomms.com

Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
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

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

Project management platform

Weekly WIP calls, quarterly campaign review, quarterly reporting.

Processes

Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
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 (£)

£20,000

Kick-off, positioning, messaging, design templates

12-month campaign

£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

£40,000 - £60,000

Website thought leadership and social media expertise campaign

£30,000

Operations, campaign management, and analytics

Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
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
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes

Event series

Horizons

fearless conversations about disruption

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

Example

Simple and clear site map
Optimise for key search terms
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
Benefits-based messaging for target audiences
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
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
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes

Physical version

Digital/ Interactive 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.

Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
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

Visual

STYLE

Taking advante of T recognisable (and full of possibilities!) visual identity
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Processes
Processes
Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Kick-off and immersion
Kick-off and immersion
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
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.

Intro
Intro
Campaign strategy
Campaign strategy
Timeline
Timeline
Kick-off and immersion
Kick-off and immersion
Phase 1: Foundational content
Phase 1: Foundational content
Phase 2: Storytelling content
Phase 2: Storytelling content
Processes

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

Anu Ramani
Managing Director
Andy Eldridge
Gia Mussini
Director of Operations
Creative Director
John Plant
Account Manager

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