Let Others Talk

BT Engage IT

Task

This IT services division of the BT Group came to Agency Inc with a brief to generate new business leads amongst CIOs, the majority of whom wouldn’t be aware of the BT Engage IT brand or service portfolio.

Insight

We needed to establish a dialogue with CIOs in a market where they’re bombarded by noisy IT providers promising to do everything for them. We wanted to earn the right to an exchange of information from BT that would lead to a face-to-face sales opportunity.

Solution

Our strategy was to develop a direct, three-phased approach to engage, inform and then persuade CIOs to attend one of a series of events to be hosted by BT Engage IT.

And by letting existing customers talk on behalf of BT Engage IT we are able to gently raise the credibility, communicate the range of services, and show the joined-up thinking which BT routinely delivers to existing clients.

We’ve also been able to share BT’s strategic thinking and thought leadership in relation to emerging IT solutions as well as their understanding of the CIO’s responsibilities compared to the objectives of the CEO.

The first two phases of the campaign rolled out in the late summer and will culminate in a series of exclusive breakfast seminars and dinners at BT Tower in October and November. Response to the first two waves has been overwhelmingly positive.