GTT was looking for strategic ideas to target CIOs at enterprise companies domestically. PMG developed an integrated account based marketing campaign that included a high-value direct mail gift program targeted at 300 enterprise-level CIOs. The result? The program rolled out with a 20% conversion-to-meeting rate for GTT.

1. Case Study:
How GTT Turned Prospects into
Customers with ABM

2. © 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential.
The Challenge
With a Tier 1 global IP network spanning more than 100 countries worldwide, GTT connects more
than 6,000 multi-national organizations, including three of the top five Global 500.
GTT is known for their low-latency, transatlantic fiber network—but with a new Software-Defined
Wide Area Networking (SD-WAN) nearing launch, the company was looking for creative ways to
increase market awareness and demand for their diverse suite of cloud networking services.
The company had developed a list of 300 enterprise target accounts, but their sales reps were
struggling to get the attention of their key decision makers—busy CIOs. GTT came to PMG for
assistance to develop an account-based marketing campaign that would help their reps break
through the clutter and gain an audience with CIOs at world-class companies.
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3. © 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential.
The Solution
PMG developed a framework for an integrated campaign,
which incorporated a blend of demand generation,
account-based marketing, and sales enablement
strategies—moving prospects efficiently through the
buyer’s journey.
PMG began by building the CIOs’ awareness of GTT with a
three-touch email campaign that included educational
content about SD-WAN and GTT.
We then concepted an engaging, high-value direct mail
campaign with the theme: “Listen. See. Believe.”
The CIOs were sent a high-fidelity set of wireless earbuds
(Listen), with the teaser that they could pair them with the
new Amazon Echo Show (See), and take their next
meeting over GTT’s network if they agreed to “Meet GTT.”
The CTA “Let us SHOW you the GTT Difference” (Believe)
brought the message home.
Prior to sending the gifts, PMG developed a sales playbook,
arming GTT’s team with email and call scripts to ensure
cohesive messaging and maximize conversion. We also
crafted a series of sales enablement materials for a
branded, high-touch experience.
The successful campaign not only accomplished its
goal, resulting in a 20% conversion to meeting, it also
caused GTT to reevaluate its entire approach to
marketing, making ABM an essential component of its
ongoing strategy to attract and retain high-value
customers.
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4. The Result?
PMG's "Listen. See.
Believe." CIO-focused
campaign resulted in a
20% conversion to
meeting for GTT.
20%
CONVERSION
TO MEETING

5. What We Delivered
© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 6
Campaign framework and messaging
• Campaign strategies, tactics, channels
• Campaign theme, messaging, CTAs
Campaign creation and implementation
• Content strategy and development
• Email design and implementation
• Direct mail and packaging design
• Direct mail production management
Sales enablement materials
• Sales playbook and scripts
• Sales collateral and leave-behinds

6. High-Value Content Creation
• Created three pieces of content designed to
introduce prospects to GTT and their products.
• Developed a new corporate overview,
highlighting GTT’s Tier 1 network and core
differentiators.
• Crafted a decision-tree style infographic to
guide prospects in their consideration of GTT’s
solutions.
• Leveraged analyst content to produce
engaging, digestible content on new trends in
wide area networking.
© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 7

7. Pre-Direct Mail Email Teaser Campaign
• Developed a 3-touch email cadence
promoting three new pieces of
content.
• Built out individual emails within
GTT’s new marketing automation
platform.
• Managed the distribution of emails to
GTT’s list of CIOs at 300 target
accounts.
© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 8

8. Account-Based Marketing Campaign
• Concepted a campaign theme of “Listen. See.
Believe.” providing a creative wrapper for a
high-value direct mail program.
• Selected high-quality wireless earbuds (Listen)
with a direct tie to GTT’s value prop.
• Decided on a free Amazon Echo Show (See) as
a compelling reason to engage.
• Closed with a CTA for prospects to meet with
GTT (Believe) to learn more about GTT.
• Designed and managed the production and
distribution of all materials and packaging,
including a mini-overview brochure.
© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 9

9. Sales Enablement & Playbooks
• Crafted a sales playbook designed to
ensure cohesive messaging throughout
the campaign.
• Developed email, LinkedIn, and call
scripts and cadences to maximize MQL to
SQL conversion.
© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 10

10. Sales Leave-Behinds
• Designed complementary packaging for the
Amazon Echo Show to carry the messaging
through.
• Developed high-quality sales leave-behinds
to create a positive, premium brand
experience.
© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 11

11. © 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential. 12
captures the attention of GTT’s highest
value target accounts, with bespoke programs
built to engage and convert.

12. PMG's in-depth knowledge of
Account-Based Marketing was
instrumental in driving one of our
most successful marketing
campaigns to date.
— Gina Nomellini
CMO, GTT

13. 14© 2018 PMG. Telling Tech’s Best Stories. | Proprietary and Confidential.
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