Earlier this month I had the privilege of moderating a great panel session for SmartCom Summit’s CX22 Winter Series, about the crucial role of marketing when launching new CPaaS services with Jennifer Singer (Medium Giant), Gwen Lafage (Sinch) and Carlos Aragon (Mavenir). Here are my takeaways from this session, which you can view at the end of this post.
Each of our guests brings extensive experience to this panel. Both Gwen and Jen have spent years in the marketing and branding world at top firms but also have played key executive marketing roles at CSPs. Carlos has been the product marketing lead for CPaaS at both Kandy and Mavenir and so has seen the good, the bad and the ugly in regards to how CSPs have deployed new services. Each of them provided great insights with real life examples of both what to do and what not to do. Here are my five takeaways from our session.
Marketing is critical in the introduction of new telecom services, as it plays a vital role in building a strong brand, connecting with customers, and ultimately driving adoption and revenue growth.
1/ Focus on results instead of tech
The first takeaway from our session was how critical it is to focus on what your technology does and not on what it is. With that as a baseline principal let me share four additional points on how you tell that story.
2/ It all starts with the brand
One of the key elements of effective marketing in the telecom industry is building a strong brand. This is about more than just creating a logo, color palette, and font style – it’s about telling a story that showcases the personality and promise of your company. A strong brand can help differentiate your company from competitors and build trust with potential customers.
3/ Customer segmentation is key
Another important aspect of marketing new telecom services is customer segmentation. By understanding who your target customers are, and what their needs and pain points are, you can tailor your messaging and offerings to meet their specific needs. This can help you connect with customers in a more meaningful way and increase the chances of adoption.
4/ Skip the acronyms and jargon
In addition to customer segmentation, it’s important to humanize your messaging when introducing new telecom services. This means using language and messaging that is easy to understand and relatable to the end user, rather than relying on jargon and acronyms. By connecting with customers on a human level, you can help them see the value of your new services and how they can benefit from them.
5/ Measure and track results
Finally, effective marketing also means being able to measure and track the success of your efforts. This means having the right metrics in place to track things like customer acquisition, engagement, and revenue growth. By using data and analytics, you can continually improve your marketing efforts and optimize your messaging and offerings to drive the best results.
In conclusion, marketing is a crucial component of introducing new telecom services. By building a strong brand, understanding your customers, humanizing your messaging, and tracking your results, you can increase the chances of adoption and drive revenue growth for your company. As the competition in the telecom industry continues to increase, effective marketing will be more important than ever in order to stand out and succeed in this highly competitive marketplace.
Kevin provides over 25 years of experience in launching companies and doing business development globally, with 20 years focussed in technology development. The last eight years has been spent leading the digital transformations for global carriers through the development of CPaaS Enablement. Over the years Kevin’s leadership has forged successful strategic relationships with leading companies around the world striking new innovative business models and partnerships.