LEVEL3
Was a multi-national telecomm and company; and the 3rd largest provider of fiber-optic Internet access in the United States. It provided transport, IP, voice, video, and content delivery to Internet Carriers and Large Enterprises in North America, Latin America, and Europe. Level3 became CenturyLink in 2017.
CHALLENGE
Their target audience was the elusive C-Suite and IT Decision Makers from large global enterprises from U.S, EMEA and LATAM. While those familiar with Level3 Communications had positive views of the company, they had low brand awareness overall compared to competitors like ATT, Verizon, etc. This detrimentally affected consideration and sales. Additionally, the sales teams sought marketing qualified leads.
STRATEGY
It was determined that media efforts be focused on improving the following:
• Develop content
• Improve Sales Database
• Refine Nurture Ecosystem: track and report sales
• Brand Awareness: Hyper-targeted to enterprise decision makers
RESULTS
Drove a lift in qualified leads and improved awareness, favorability and consideration within the target audience.
• Monthly Recurring Revenue goal up 95%
• NA marketing close won deals goal up 78%
• Sales pipeline contacts up 89%
