Challenge

Following a recent marketing strategy shift and high-profile product launches, a major telecom provider wanted to assess the impact of the activity on customers' brand awareness and consideration. But, with just 15 target companies and a handful of senior VP and director-level buyers to track, traditional B2C brand tracking methodologies weren't going to be granular enough to give them the answers. So, we built a solution to solve the problem.

Solution

We worked with the client to create a tailored Pulse programme. Drawing on a deep understanding of their target profile, we built a panel of senior decision-makers in niche IoT budget-authority roles from their top 15 target accounts. Together, we defined the competitor benchmarks, key products, and brand health attributes to analyse.

Result

Pulse is actively tracking brand health, product awareness, and consideration for the telecom provider. Alongside aggregated results from all decision-makers, the live interactive dashboard lets the client explore individual respondent data - an invaluable tool for pitches, proposals, and bid meetings. Beyond guiding marketing efforts, Pulse is now also helping the client shape product roadmaps and new value propositions.