The Human Touch
Whether positive or negative, the emotional bond between the consumer and their cable company is not the basis for a relationship between that consumer as an enterprise IT decision-maker and their cable company as a provider of highly reliable and scalable data, Internet and voice services. This was one of the primary challenges facing Comcast as they expanded up-market and introduced advanced Ethernet-based services across 20 major U.S. markets.
"David's business acumen and creativity in developing highly effective marketing campaigns to drive awareness with IT decision makers and lead generation programs were instrumental to our success in accelerating our revenue growth and shortening our sales cycle."
Tim Kennedy, Director, Enterprise Sales, Comcast Business
While successful in serving small businesses as the first cable company to generate $1 billion of revenue from this market in under 12 months, Comcast Business needed to develop a robust product portfolio and define a relevant, competitive positioning in order to establish itself in the mid-market and enterprise segments. It required more than promoting the technology advantages. To break-through and gain the IT decision-maker's attention and consideration, Comcast Business needed to demonstrate that it understood and could address their pain points.
To help accomplish this and design a comprehensive go-to-market plan, Comcast Business retained the services of Marketing by Strauss & Partners starting in September of 2009. MBS&P developed the initial market segmentation, positioning, messages and campaigns. The introductory awareness and demand generation campaign resonated both intellectually and emotionally, starting with the question, "Are you listening to unlimited complaints about your network limitations?"
