Telstra is one of Australia’s largest and most trusted brands, serving consumers, small businesses, government and large enterprises. It was looking to increase its market share in the high-growth industrial Internet of Things (IoT) market. Our objective was to drive awareness and growth of Telstra’s IoT Water management solution within the utilities industry, boosting lead generation and conversion to help meet revenue targets.
A one-size-fits-all campaign was never going to work for this project. We had three audiences including non-technical business leaders, operational leaders and technical teams with differing content needs. Some audiences wanted to understand more about potential benefits and return on investment (ROI), others wanted to understand how those benefits would be achieved. The content had to give customers confidence in partnering with Telstra on a digital water pilot to realise benefits for their organisation, customers and community.
We tailored content to help them better understand the promise of Telstra’s IoT water solutions, as well as what’s involved in delivering such a project. We also looked to differentiate Telstra on its ability to scale solutions and deliver greater benefits than smaller, more niche competitors. Gated lead-generation content included a whitepaper, an interactive guide to implementation, an economic impact and ROI report, and a business-case builder. Ungated content included evergreen articles and case studies, web copy and an email nurture campaign.
The campaign was an immediate success. Within days of going live, it had generated almost 100 new business leads. Two major government agencies in NSW and Victoria approached Telstra directly to request the IoT team present. The IoT Water content outperformed every one of Telstra’s benchmark campaign metrics. Lead generation pages received 5,000 visits in a matter of days after going live. Ultimately, our campaign proved the strategy of granular targeting of tailored content delivers tangible sales outcome.