Tailoring Connectivity and Technology Solutions by Industry
The Challenge
Our client, a mobile telephony and broadband major wanted to tailor its offering by industry requirements. Internal thinking pointed that B2B customers valued industry knowledge, trustworthiness, relevant skills in implementation and understanding of client situations in choice of service providers. The client wanted to understand and tailor its services and solutions for the verticals of manufacturing, retail and financial services as well as SMEs (10-249), Regionals (250-500) and UK Majors (500+).Our Approach
Bryter engaged in a three-step research process consisting of desk research, expert panel interviews and decision maker IDIs. Our research sought to understand business priorities, decision maker personas, portfolio mapping and decision making, and competitive landscape assessment.The Outcome
We were able to identify the impact of macro-economic trends on verticals and business sizes and create personas for decision makers in each of them. Through a mapping of products being evaluated and used in each vertical and business size subset, we were able to understand the current and emergent business needs. Against this we could map the connectivity services and solutions they required and the decision-making drivers for each of them. We were also able to benchmark the client’s brand against competitive offerings and where it sat in the awareness, reputation, fit and ease to buy and use hierarchy. As a consequence, we could provide clear recommendations on who to prioritise, strategy to recruit customers and tailoring of communications.Related case studies
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