Account-Based Marketing for Network Expansion

Windstream is one of America’s leading providers of next-generation network and communications solutions for business. The campaign’s goals were to raise awareness for Windstream Enterprise’s expanding fiber network availability in key U.S. markets and to generate qualified leads for Windstream’s Enterprise Sales team. In this thought-provoking concept we call “GAPs,” we connect Windstream’s enterprise networking solutions with their clients’ wider business objectives - by illustrating what’s at stake when IT is missing from the mix. Quite literally, the organizations’ IT groups (with Windstream’s network solution) become the hero, the gap-bridger and business performance enabler.

The GAPs/IT campaign was executed in 17 different geographic markets - in a zero-waste ABM targeted approach using firmographic criteria, buying intention and readiness information, predictive analytics and trigger filters from available data. Tactics included personalized video direct mail, email and personalized landing pages, targeted banner ads, sales enablement/channel and internal campaign programs. As a campaign extension, the concept was expanded into Windstream’s conference and sponsorship programs.