Case Study: BT Wholesale Engage

See the website live here: http://www.btwholesale-engage.com

BT Wholesale Engage was created as an on-line hub, for all marketing campaign activities, for BT Wholesale customers. This included the redesign of the quarterly online magazine [e-zine] entitled 'Between the Lines' and an extensive programme of live offline/online events and multi-media presentations.

Created to support BT Wholesale customers, by highlighting and summarising campaigns, propositions, industry issues and customer research at one easy to use source, it is not just a web site; it has the capability to host resources in a wide range of multi-media formats.

BT Wholesale Engage is open access, though registration is compulsory for on-line and off-line events. Measurement and tracking is provided via campaign tagging and fed into an eCRM database.

BT Wholesale Engage highlights and leads customers to information and resources that will help them grow their business.

Content is regularly updated by a communications planner, editor and a bank of copywriters. Content is always geared to the interests of customers and is presented in a digestible and compelling way.

Branded templates have been developed for both planning and marketing campaign purposes. It is now straightforward to produce professionally presented campaigns with very fast turnaround times.

Multi-Media Events and Presentations


The platform facilities interactive events – both online and face to face - which are an integral part of BT Wholesale's marketing strategy and a wide range of techniques are deployed to enable customers to take information in the way they find most useful and enjoyable, including:

  • RSS Feeds
  • Offline/Online seminars and workshops [featuring online marketing and registration]
  • Downloadable PowerPoint  [to present propositions and issues that can be utilised]
  • 'On demand' presentations [explanatory presentations accompanied by a voice over]
  • Video presentations and Flash presentations [to review complex topics in a engaging way]
  • Webcasts  and audiocasts [live, interactive events broadcast over the internet]
  • Micro web-sites [small, text based, information sites]
  • Podcasts [interviews with key personnel]
  • PDF downloads [text based documents for printing and reference]

Results

  • More BT Wholesale SME customers are coming to BT Wholesale's web site and downloading information.  In the last twelve months:
  • Site traffic (as measured in distinct visits) has increased 190%
  • Download of presentations has grown 260%
  • Between the Lines readership has increased 210%
  • Conversation rates [visit to download] now average 25%

The decline in direct marketing costs has been dramatic. The number of sales leads serviced has increased 315%. These efficiencies have been gained due to time saved, previously expended by sales people serving this segment, as well as more effective marketing activities. Now, every marketing initiative has been facilitated by BT Wholesale Engage. There are presently 32 active campaigns on BT Wholesale Engage with 149 feature pages.

Katie Gordon-Smith, Head of Marketing Communications, BT Wholesale, "Engage has transformed how we communicate with our customers. We now have a core vehicle that coordinates all our different communications initiatives.  At last, the way we are communicating now really reflects the way our business is changing; it is much more dynamic and customer-focused."

Brian Fitzpatrick, Managing Director, BT Wholesale, "The BT Wholesale Engage initiative has been a resounding success.  The whole approach taken by BT Wholesale, with a greater use of on-line  techniques, the tighter targeting of events and clear focus on measurement and reporting, is a case  study in marketing excellence."