Introducing mid-market
and enterprise services


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?"

SOAR Insight



  • While successful in serving small businesses, Comcast was unknown up-market... having just launched advanced services for mid-sized and enterprise organizations.


  • With Ethernet services delivered over America's leading enhanced fiber optic network, Comcast now offers a superior option for organizations reliant on legacy offerings from AT&T and Verizon.


  • Start establishing Comcast in these segments by executing campaigns including dimensional direct mail and outbound telemarketing.
  • Invest in sponsorships and events such as technology councils, healthcare IT groups and real estate associations.
  • Pursue reputation-building and thought leadership initiatives such as customer success stories and "hot topic" webinars.


  • Significantly out-performed average demand generation campaigns in scheduling high quality appointments for Sales.
  • Developed library of customer success studies for use by Sales and Marketing.