Strategic digital and content marketing for leading Microsoft Gold Partner.

Carillion Communications is an installer of Microsoft Teams Rooms and other collaboration solutions for business and one of the UK’s leading Microsoft Gold Partners.

Their large team of engineering experts is extensively accredited by Microsoft – particularly in video conferencing technologies and the Teams suite – and is trusted to operate as an extension of Microsoft’s Internal Technical Specialist team.    

With working from home evolving from a short-term necessity to a long-term normality, their vision was to elevate their brand marketing to position the business as the go-to provider of collaboration solutions for hybrid working businesses.

During their agency selection process, they reached out to us due to our 3 decades of experience with B2B technology marketing and a client list that included some of the leading manufacturers of business collaboration solutions.

The wide-ranging brief we received encouraged us to explore big ideas and emphasised that they were open to thinking differently.

The project was developed around the 3-diamond methodology - Strategise, Solve, Scale – and kicked off with a workshop that included the Managing Director and members of the Senior Management Team. During this session, 2 key challenges were identified.

Long buying journey: Prospects thoroughly researched their requirements and potential providers before making a decision and would, therefore, interact with multiple marketing touchpoints.

Partner, not supplier: As the solution chosen would be business critical, prospects were looking for a provider they could trust and one that gave them the confidence they would be a reliable long-term partner.

The central tenet of the voice and visual identity developed was their team’s depth of knowledge and wealth of experience, emphasising that this was a brand that could be trusted to deliver. Marketing messages were framed around understanding and answering the challenges faced by target audiences. A Knowledge Base was created to provide ‘hints and tips’ for common questions, and long-form thought leadership articles and Case Studies were produced.

Campaign outputs were aligned to the long buying journey, with visibility across multiple digital channels, and served according to the customer’s stage in the journey: Discovery, Interest, Consideration or Validation.

The new brand marketing was rolled out across all digital and print channels, the focus of which was the completely redeveloped website. This saw an immediate improvement in Google ranking positions, leading to an increase in web visitors. LinkedIn connections have doubled.

Implementation of the HubSpot Marketing Automation platform has provided new intelligence into customer engagement, and following an initial, successful trial of targeted radio advertising, radio has become a key part of the customer acquisition strategy.

As a direct consequence of the re-positioning, their relationship with Microsoft has been strengthened.

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