Challenge

The B2B market had very low awareness of T-Mobile’s @Work offerings, which extends many of the same un-carrier benefits to companies with fewer than 50 employees. The ask was to develop and promote the B2B brand and generate qualified leads and conversions. 

Action

Developed a multichannel strategy designed to convince small businesses of the many benefits of T-Mobile over AT&T, Verizon and Sprint. The strategy is designed to optimize the customer journey from the top to the bottom of the funnel and deliver highly relevant messaging to the most valuable prospect sub-segments. 

Results

T-Mobile’s @Work B2B product grew from less than 5% to more than 20% of overall business

Tactics

• Audience creation: list acquisition and look-alike
• Audience segmentation
• Customer journey mapping
• Design of experiment, campaign analysis
• Account level attribution reporting
• Multi-channel execution
• Retail lead capture
• Small Business referral
• Event lead capture (SXSW)
• Facebook lead gen
• Lead qualification (MQL, SQL)