BT Wholesale Engage

Faced with increasing revenue targets but declining customer and salesteam engagement in marketing activity, Sharon Wilding, as Head of Marketing, developed an integrated communications strategy that would focus on improving customers' relationships with BT Wholesale. Working with strategic events agency, McMenemy Hill, a central website, BT Wholesale Engage, was created to deliver industry news and education to customers. A programme of interactive online and face-to-face events was put in place, working closely with the salesteams, to strengthen and deepen customer relationships. As a direct result 1626 opportunities were created with a contract value of £797m, and the 2007/8 full year sales target of £869m was delivered in just over 6 months.  The programme won the Business to Business award at the New Media Age Effectiveness Awards 2008.

"This initiative has been a resounding success. The whole approach taken, 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." Brian Fitzpatrick, Managing Director, BT Wholesale Markets.