Telecom equipment provider and network specialist Ciena Corp. wanted to expand its footprint into segments such as broadband and the triple play of voice, video and data line. To do so, it had to effectively reach the top decision makers in the industries it serves. In the process of meeting this challenge, it shifted its focus from sales force-oriented customer acquisition efforts to a more integrated approach to marketing.
Target Marketing spoke with Joe Cumello, Ciena’s director of marketing, about the recent success of its voice/video/data campaign aimed at C-level executives in the telecommunications industry.
Target Marketing: What objectives did you set for your voice/video/data marketing initiative?
Joe Cumello: Executing triple play requires a massive infrastructure change within these telecommunications companies, so the decision making is going to go a little bit higher than the manager or even the lower director level. That’s why the programs we developed around the triple play specifically targeted the executive suite.
We had five objectives for the program: We knew we had to get past the gatekeepers and get something into the hands of the executives. We knew these folks didn’t want to be sold to; instead, they wanted to be educated. We needed to build our own credibility in the space because our heritage comes from a different part of the network. We wanted to make sure we had a solution in place that could meet the criteria they were looking to fulfill. And we wanted to present a solution that would give them a return on investment.
This program was really important to validate this work for us as a company. We were trying to break into a new market, as well as prove to the sales force that lead generation was a viable marketing mechanism for them.
TM: How did your solution meet your needs?
JC: We developed a program with Babcock & Jenkins, a direct marketing agency in Portland, Ore., that resulted in a dimensional package sent to senior directors and above. The package featured a juggling concept, with three juggling balls, focusing on how we can put the answer for the triple play in the palm of their hands. Besides the dimensional mailer, we sent out a second touch e-mail to increase response rates. And, of course, there was an incentive giveaway as part of the program.