TalkTalk Business makes a markie on digital B2B scene
08 July 2013
TalkTalk Business (TTB) has taken home the award for ‘Most Creative European Marketing Campaign’ at Eloqua’s esteemed European Markie Awards 2013. TTB was awarded the accolade for its ‘What’s Your Business Grade?’ campaign, which it developed alongside newly crowned Business Marketing Association (BMA) ‘Agency of the Year’, Stein IAS.
Celebrating excellence in marketing, the European Markie Awards, which took place during the Eloqua Experience Europe in London (25th – 26th June), honour strategic, collaborative, and tactical marketing and sales innovation.
Tasked with generating marketing qualified leads to aid the sales process and promote the TTB brand towards a desired position of telecoms and IT industry thought leaders, Stein IAS steered the development of ‘What’s Your Business Grade?’ The campaign comprised a survey and industry benchmarking ‘app’ which allowed UK businesses to compare their technological standing to similar organisations. Using five separate pathways depending on the respondents score, marketing automation was employed to maximise conversions.
Establishing Eloqua as the company’s marketing automation platform of choice put the organisation on the map as one of the first B2B brands to embrace technology enabled lead nurturing at this level. Furthermore, it provided the digital building blocks to orchestrate what is believed to be one of B2B’s most advanced communications processes - facilitated by marketing automation, driven by sales enablement and supported by a solid content strategy.
“Marketing automation has been held up as the pinnacle of seamless lead nurturing for some time but these platforms are not being used to their full potential. With content-led campaigns like ‘What’s Your Business Grade?’ we’re taking a new approach to the age old disconnect that exists between sales and marketing and positioning the Marketing function as the driver of sales activity more than ever before,” says Paul Higgins, Head of Marketing at TalkTalk Business.
Rob Morrice, CEO of Stein IAS (EMEA & Asia), commented: “This success is due in no small part to our cutting edge approach to digital sales enablement. We have spearheaded automation over the last few years, believing in this method and its effectiveness in the B2B arena, where lead nurturing is essential due to the long and complex nature of the buying process.”
For more information about the European Markie Awards 2013 and a full list of the 2013 winners, please visit: http://markies.eloqua.com/
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