BT – using one-to-one marketing to grow sales

BT asked Scaramanga to …

… Raise awareness of the mobile voice and data portfolio among the 6,000 members of BT’s sales force managing BT’s business customer base, from SME through to multi-nationals to grow revenue and take advantage of the general trend for mobile usage replacing fixed line.

Independent research showed that 95% of the BT sales force was unaware of the mobile voice and data portfolio; 86% thought mobile sales communications were poor; mobile products and services were not a strategic element of their account development plans.

We put our thinking hats on …

And developed a programme with the objective to get the right message to the right person at the right time in their medium of choice.

We segmented the audience segmentation, according to job role (account director, mobile specialist, data specialist etc), business market (company size, industry segment etc) and delivery medium (desk based, home worker, mobile worker etc).

We created and then implemented a three year communications strategy that was delivered via an intranet site, targeted email newsletters, conferences, sales toolkits, online and classroom training. We wrote all the content, managed the database of 6,000 recipients and produced and delivered all communications.

Given that the programme was initiated as a result of research, we undertook regular quantitative and qualitative audience satisfaction studies to assess the improvement in communications so that we could continuously improve the programme. We also tracked sales performance at a business unit level.

And delivered these results …

We raised the target audience’s awareness of the mobile portfolio offering to 100%. 92% of participants rated communications as excellent and mobile sales targets were met, and in some sectors, exceeded, each year.

Intuition was born, became a great success and still operates as a key internal communications and educational programme, (five years on) due to the expertise and insight from Scaramanga. Claire really understands the complex dynamics of Corporate business dynamics. She was always strategic and forward thinking, passionate and realistic, hard working and always delivered what she said she would deliver. A perfect partner.

Dr Suzie Hamlin, Head of Channel Communications and Training, BT
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