T-Mobile B2B Acquisition

Direct Marketing Campaign

Bifold Mailer Breaking Rules Sales Folder Email Landing Page Mobile Business Assessment

Beginning in 2013, I collaborated with a team of strategists and copywriters to define a highly successful B2B acquisition campaign.

B2B BRAND:
The challenge of the B2B campaign was to take the youth-centric branding of the consumer facing ads and refine it for business. We focused the messaging on solving business pain points while using imagery that matched the specific offer and represented T-Mobile's "Un-Carrier" attitude.

HOOK AND DRIVE:
To launch T-Mobile’s signature moves and offers, we used short subject lines to draw users into opening emails. Emails teased the offer and enticed users to click through to a landing page containing details and contact methods.

NURTURE:
We created a Mobile Business Assessment tool that allowed users to learn how they could use mobile technology to improve their business. In the process of using the free tool, users entered their emails to receive the full report. All users who provided emails were put into a Nurture stream that kept them updated on offers, but also offered useful content such as free white papers. This approach helped solidify T-Mobile as a legitimate business carrier.

THE RESULTS:
Our approach led to an award winning campaign that provided the following results by the end of 2014:

  • Gross customer acquisitions were up 43% from FY13 using the same number of email campaigns
  • Average cost per gross acquisition was down by 63% from the end of FY13
  • Return on Marketing Investment of 5,377% for customer lifetime value

Client: T-Mobile Agency: Y&R Group Seattle Tasks: UX, Digital Design, Print Design, Art Direction Awards: 2014 Pulse Awards: Branding B2B, Direct Marketing 2014 DMA Echo Award: Consumer Products Bronze