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Winner: Best Use of Content Marketing


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The Channel Partnership developed and executed a content driven campaign, Banking 20|20, to strengthen Cable&Wireless Worldwide’s positioning within the UK banking sector and deliver new engagement opportunities to their sales teams. The Banking 20|20 campaign was based around the critical issues facing the banking and financial services sector, highlighting key challenges to be overcome, and how operations need to evolve to achieve success in a changing landscape.
The campaign was praised throughout the organisation and exceeded expectations across all key metrics, including customer advocacy ratings, website visitors, new sales engagements and pipeline value.

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Winner: Best Use of Content Marketing

  1. 1. Cable&Wireless Worldwide Banking 20|20From Thought Leadership to Revenue 5th March 2013
  2. 2. 2 The Client
  3. 3. 3 The goals  Position C&WW as a relevant and strategically important partner to the banking sector  Enable sales engagements in new areas with new contacts  Drive pipeline and contract wins
  4. 4. 4 The challenges  C&W Worldwide credentials and expertise in the sector not widely understood  Sales contacts often limited to operational IT and procurement  No internal model for how to create and implement a vertical GTM strategy  Lack of insight and content upon which to build a vertical sector GTM
  5. 5. 5 End-to-end Go-to-Market Process
  6. 6. 6 Insight-led point of view
  7. 7. 7
  8. 8. 8 Integrated Go-to-Market Plan
  9. 9. 9 Thought leadership to demand generation
  10. 10. 11 Sales enablement training & tools
  11. 11. 10 Go-to-market toolkit
  12. 12. 13 Results
  13. 13. Conclusions Good insight is vital A strong point of view is at the heart of good content marketing To be effective needs to be part of an integrated Go-to- Market approach Don’t forget sales enablement