Situation

In the United States, British Telecom (BT) sells connectivity to Global 2000 companies. Connectivity is a commodity that prospects typically think about only when they need more—for example, when expanding facilities, whether domestically or in another country.

Goal

BT wanted to boost top-of-mind awareness, so when potential customers need to add telecom capacity, they consider BT. If not exclusively, then at least in addition to giant firms like AT&T and Verizon—which have far more advertising dollars to spend.

Solution

BT has a strong commitment to Corporate Social Responsibility (CSR). Knowing that virtually all of BT’s prospects have CSR programs, Strategic created a CSR blog where BT’s thought leaders can interact with like-minded people in other firms, including top-tier prospects. Through targeted social media interaction with key customers and prospects, building deeper relationships with customers like PepsiCo and Wal-Mart becomes a bit easier.

Results

CSR Perspective serves as a bridge, allowing BT’s field marketing force to stay in front of key prospects with shared values. A typical scenario: BT’s CSR executive reaches out through social media channels to counterparts at prospect’s organization and arranges a sales meeting with a prospect’s CSR exec and CFO. Thanks to relationships like these, when prospects need connectivity, BT is on the short list.