Telstra Enterprise

Telstra Enterprise develops and delivers end-to-end services that span multi-cloud environments, technologies, devices, and networks, enabling their customers to reimagine business and transform user experiences.  
 
Telstra Enterprise had recently simplified its GTM model, narrowing their focus to fewer accounts in their segmentation. To enable this, they needed to rethink how they communicated with their account set in a more personalised and effective way. Together with Green Hat, they sought to launch an Account Based Marketing (ABM) pilot to explore how audience engagement differed with this new approach.  

New research was conducted which uncovered a unique communications gap between workforce managers and executives, leading to inefficiencies and missed opportunities.  
 
The research was promoted in the Return on Connection report, which revealed the importance of connection strategy in driving revenue growth. 
 
The next stage of the customer journey aimed to use the theme of Connection and the look and feel of the main Return on Connection campaign but build more personalised communication that tailored Telstra's value proposition to accounts with Frontline Workers.  

Communicating the right value proposition story to the right stakeholders at the right time emerged as the comms challenge for the Telstra enterprise team. 

Telstra briefed Green Hat to develop a 1:1 and 1:few ABM messaging strategy to solve for this challenge. The primary goal was to convey Telstra's ‘connection’ value proposition to the key personas.  
 
The resulting comms solution needed to connect with HR, OHS & Compliance, Operations and IT personnel and demonstrate how Telstra Enterprise can help improve frontline worker productivity, safety and satisfaction. By addressing their individual priorities across the buying journey, this ABM pilot aimed to drive stronger engagement and ROI within the target accounts. 

Working closely with our target personas, we first developed an ABM-oriented messaging matrix that supported personalisation. This asset mapped the core themes of the value proposition to specific accounts and the needs of the buying group.  
 
However, creative alignment was a key challenge. The messages needed to fit under a central, organising creative idea that would support the ongoing brand campaign, as well as align the research report and messaging under a cohesive story that could scale across the target accounts.  
 
Green Hat developed the idea at the heart of this ABM campaign: “For a happy crew, and customers too.” This creative platform enabled personalisation for key personas at specific journey points in specific accounts, while building a cohesive story of the value Telstra Enterprise can deliver.  
 
The nature of the copy-led creative enabled development of different versions of personalised value prop messages for specific persona needs. For example, “less turnover and more turning up” for Operations personas and “happiness and safety go hand in hand” for OHS personas. All the while ensuring continuity of brand design language and tone of voice. 

Watch the video:

• Adapted to a variety of channels
  The organising creative idea was extended across 21 distinct creative assets across a number of channels and publications – including LinkedIn, EDMs, static digital ads, website banners and publications. We also storyboarded and produced video-based creative assets for programmatic media placement.
   
  
• Heightened brand awareness
  Brand sentiment measures are trending upward within key accounts, suggesting greater mindshare.
   
  
• Indicators of success
  Metrics like engagement on website, number of commercial conversations with key stakeholders, and net new contacts, among others, are all positive, even though the campaign is still in progress.
   
  
• Positive feedback loop
  Real-time feedback from Telstra Enterprise stakeholders showed positive sentiment and satisfaction, implying the ABM pilot is delivering sound results. 

Note: Green Hat developed campaign promotional assets only.