When we talk with heads of marketing about what “good” information flow between sales and marketing looks like, you can imagine the usual suspects that pop up: marketing updates provided to the sales team, sales providing feedback on messaging that’s resonating (or not resonating), and some type of ongoing win-loss analysis.
One conversation that stood out for us, though, was a conversation we had with the marcomm team at TELUS last year (TELUS is one of Canada’s top telecom service providers). We were discussing their “Who Knew” marketing communications campaign (a submission from last year’s B2B MarComm Campaign Awards), which was an initiative that targeted influencers and decision-makers at medium and large businesses in Ontario.
Following best practice, TELUS mapped their marcomm touchpoints to the target’s “typical day.” Touchpoints included elevator wraps in prospects’ buildings, billboards in very specific locations in Toronto’s business district and key travel locations (e.g., Toronto Island Airports) and SMS messages to reach customers on the commute.
However, where TELUS really stood out here was HOW they identified the best touchpoints for their mix. TELUS capitalized on the knowledge of their local sales-forces, who were able to point out the specific elevator shafts in the specific buildings where an ad would have the greatest potential to be seen by a set of prospects or customers in the target market. So what is great here is how efficient the media spend was as a result of being able to capitalize on internal intelligence.
As a bonus, by taking this approach when selecting their mix, TELUS ensured that the campaign was fully integrated with one of its other key communication channels – namely the sales force – who capitalized on the campaign extensively as they felt both enfranchised and knowledgeable about the communications effort.
Do you have your own example of B2B MarComm success from the past year and a half? Submit your entry into our 2010 B2B MarComm Campaign Awards by June 30th, and receive an extra ticket to our October Summit in Las Vegas.
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