Here to help your business flex


Historically, O2 has struggled to be recognized as a technology partner for small and medium-sized businesses. Analysis of previous performance data revealed that email – O2’s primary channel for this audience – was generating low levels of engagement.

Having reimagined its SMB value proposition, they needed to implement a series of new techniques and technologies to widen its reach, advance its acquisition strategy, and generate leads.

Historically, O2 has struggled to be recognized as a technology partner for small and medium-sized businesses. Analysis of previous performance data revealed that email – O2’s primary channel for this audience – was generating low levels of engagement.

Having reimagined its SMB value proposition, they needed to implement a series of new techniques and technologies to widen its reach, advance its acquisition strategy, and generate leads.

Using integrated and automated digital marketing technology, our ‘Flex’ campaign for O2 significantly raised the profile of the brand in the SMB market and saw it exceed targets in all metrics.

From strong multichannel lead generation and management to enhanced analytics and reporting, the use of automated digital technologies and techniques set a precedent. To reach a wider audience, new digital channels were added, including content syndication, which led to an increase in prospect data and MQLs.

Several, new on-demand technologies were also introduced during the integration phase of the campaign, including automated lead data validation for targeted nurturing and fast-track conversion. While the front-end of the campaign saw smart content matching, based on detailed, offer-driven customer journey mapping, the backend was powered by a fully integrated and automated Martech stack.

1:22 conversion rate (exceeding target of 1:14)
2x podcast listener target
54% SMB telecoms market brand awareness

The campaign has resonated strongest in our medium business which is a testament to the way the campaign layered the message through different channels and with the frequency and reach required to land the messages.

The campaign has driven fantastic leads and opportunities, leaving us over target at the end of 2020 in all metrics.

Campaign and Digital Communications Manager at O2