Content Marketing Case Study for Telecoms B2B: BICS

Challenge: BICS, one of the world’s leading wholesale telecommunications operators, needed to generate interest and sales for its global Internet of Things (IoT) connectivity solution.

Strategy: Isoline developed a three-phase campaign to educate and inform key stakeholders about BICS IoT solution, simplifying the story to speak to a broad, non-technical audience.

Result: Nuanced content and sales enablement collateral, from positioning statements to infographics, helping sales teams reach different customer segments around the world.

Three-phase education and awareness campaign

 Headquartered in Brussels, BICS is a leading international communications enabler, one of the foremost global voice carriers and the world’s top provider of mobile data services.

BICS solutions support the world’s increasing dependence on mobile communication technology – from global mobile connectivity, seamless roaming experiences, fraud prevention and authentication, to global messaging and the Internet of Things.

To launch its global IoT connectivity solution, BICS engaged Isoline to produce a multichannel content marketing campaign to support its sales team in a huge international effort.

The campaign had two objectives: to raise awareness of the solution among two target audiences ­– operators and enterprises – and to educate the market as a whole on why mobile networks, and their business models, must evolve if IoT deployments are to realise their full potential.

The campaign was executed in three phases:

1. Positioning and internal education – Isoline developed messaging and educational material to help the BICS sales team cut through an extremely noisy marketplace and educate resellers and systems integrators. The content included sales presentations, guides and use cases, battle cards, one-pagers, infographics and decision trees.
2. Raising customer awareness – BICS used multiple channels to educate audiences and raise awareness of its solution. A white paper discussing the challenges and considerations of IoT deployment for enterprises was promoted extensively, featuring demos, infographics and video in multiple languages including Chinese. Isoline also developed a comprehensive media partnership and social media campaign, onboarding an industry influencer to engage new audiences and maximise reach. 
3. Targeting verticals – As the sales cycle matured, the focus of the content marketing strategy switched to vertical audiences. Isoline created microsites and produced fulfilment copy to support a targeted email and telemarketing campaign. Call scripts and pitches prepared the team for all eventualities, supported with sector specific use cases, infographics, website copy and trade show collateral to round off a campaign that covered all the bases.

Isoline adds value

Maria Dolores Garcia, BICS Global Head of Product & Solutions Marketing, says: “Isoline’s campaign helped us to educate the market and build our credibility as an IoT connectivity provider. As a result, we’ve been accepted as an Amazon Web Services partner, the business line is increasing in size and the sales pipeline has never been healthier.

“We’ve been so impressed with Isoline. Their commitment to us extends beyond just providing us with the content we need, which is consistently of a very high standard. It’s about the value received on top of that – the informed counsel they provide based on their deep sector expertise – which makes a real contribution to the service we provide to our customers and helps to ensure that each new deliverable is integrated with the latest market insights.”