Telecoms Solutions Provider Brand Differentiation Strategy

Our Work: Client Story

Large telecoms solutions provider leverages cyber capabilities as a brand differentiator

Strategic Challenge

Our client, a large telecommunications provider, maintained a healthy growth rate when the industry did not require much differentiation. Then gradually and suddenly, it all changed. Their core services were commoditized and all relevant players competed on price. It became crucial for our client to find new ways of differentiating their brand and offerings in the market place. The chose cyber security as a central element of their differentiation strategy and we were engaged to play a role in executing the marketing dimension of that strategy

Outcomes Achieved

New CISO relationships, interested buying centers and decision makers
New customers attracted by the new cyber capabilities and competitive differentiation.
Brand Reputation: Enhanced brand reputation in alignment with the differentiation strategy and subsequent competitive advantage.

Background & Context

Our clients have encouraged us to leverage our capabilities in ways we couldn’t have thought of ourselves. This is one example of such a case.

Origin of tendencias and thought leadership trends

As noted above, fierce competition in the telecommunications industry had resulting in business customers choosing their telecommunications providers based primarily on price (commoditization) as opposed to differentiated features/value. This resulted in driving down profitability for the industry in general but also motivated the need for a differentiated value proposition.

Our client was in the throes of this commoditization and needed a differentiation strategy to create new value offerings for thier clients/customers. But what would that mean, what would it look like and how would they go about executing this strategy. These are all questions the CEO and the executive team deeply considered and analyzed.

After careful deliberations, they chose cyber security as one of the key elements of their differentiation strategy. They developed the right capabilities and built a marketing strategy around it. Here’s where things get really interesting. We were engaged by our client to help their customers understand the business value of cyber risk strategies. In other words, we were serving not just our client but our client’s client. This was interesting, definitely interesting to us at least, as we typically hadn’t been engaged in that way before. Our client’s thinking was that this was a different way of engaging and differentiating themselves in the hearts and minds of their clients and prospects.

Brand Differentiation - Insight: Large telecoms solutions provider leverages cyber capabilities as brand differentiator

Client Story: Large telecoms solutions provider leverages cyber capabilities as brand differentiator

The principal task given to us was to execute on a multi-year strategy in service of the following outcomes:

Transformed Brand Perception: through compelling and unique keynote addresses
Differentiated Education Experience: by delivering actionable education that provides meaningful and distinctive client value
Stronger Client Relationships: by being available to offer independent advice and counsel to clients
New Client Impressions: by enabling net-new positive client impressions

Cyber Differentiation Strategy

So how was this structured and what did we actually do? The plan included multiple thought-leadership events were CIOs and CISOs of clients and prospects were invited to attend that helped them elevate their understanding of the business value of cyber strategy, meaningful metrics and effective board interactions .

What we did

Planning sessions for Client Retreats with the client to understand events/conference strategy as well as audience profile

We facilitated planning sessions where we discussed the intended outcomes as well as potential obstacles/inhibitors to creating a differentiated brand experience for the attendees and clients/prospects. We worked collaboratively with the digital marketing director, product managers and sales leaders to understand the overarching strategy and the profile of executives expected to attend their events. We ultimately arrived at a keynote message (and title) at the intersection of Cyber Risk, Business Strategy and AI that was well received by the executives.

Deciphered biggest need and value for target audience profile

Developed customized content document for audience and event attendees as needed

Next, we designed and developed customized content in alignment with the key elements of the cyber differentiation strategy. Our content efforts were focused on compelling and relevant emerging trends across technology innovations, specifically AI and current/emerging cyber risks. The unique and distinctive part of the content introduced the concept of leveraging cyber capabilities as a competitive differentiator and a strategic asset for creating business value.

Side Bar - Cyber Risk Strategy & Business Value

Below is a generic version of content offered to the executive attendees to help them elevate their organization’s cyber risk strategy. The focus of the document is on measurable business outcomes derived from enhanced cyber capabilities. Inside the document, you’ll find suggestions for metrics for the business value contributions of enhanced cyber functions.

We hope you can use this document to also enhance your cyber risk strategy or at the very least, begin a conversation about elevating your cyber risk strategy

Download Guide

The most important part of this engagement for our client was the delivery of the keynote presentation at their events. These keynotes were dynamic, engaging, interactive and forward thinking. The executives in attendance were introduced to emerging trends in digital technology, cyber risks and their business implications. They were also challenged with actionable takeaways that were meaningful to the individuals and their organizations. Some of the topics presented include:

Cyber Risks, Business Strategy and AI ( CEO’s perspective)
Transform Cyber Trust Into A Strategic Asset
Dual Transformation : Digital Transformation
Defending Against Invisible AI Risks
Cyber Emerging Risks
Cyber Risk Strategy - What It Means

These keynote events were well received and began the brand shift our client desired; from just another commodity telco provider to a differentiated digital partner with their clients. In the words of the CEO, we’re trying to differentiate ourself so that our clients will view us partner that delivers on multiple value dimensions to their business. It’s a difficult shift when you’ve been in business for as long as we have but we’re making significant progress and you’re part of that.

Success Factor - Digital Marketing Director

The Digital Marketing Director was instrumental to the success of all our engagements in several ways including:

Getting commitment from the CEO to drive this differentiated strategy across the entire organization
Taking the initiative to proactively engage us in a very unique way by encouraging us to support their brand differentiation strategy
Creating a delightful working experience and relationship with our speaker and ensuring that all our requirements were met in advance

Client Impact

1

Brand Experience

Positive ratings of client events 4.6/5. Keynote: 4.9

New Client Relationships

Executive relationships with net new clients

2

3

High Client Engagement

Client event demand expanded from 1 to 2/year

This was a unique engagement for us because one of our consultants also had the opportunity to train some of the students enrolled in the cyber program. Below is a comment from one of the students.

“We are the grateful ones. It was great to see you live again and of course the expectation was fulfilled. Your keynote was the highest rated as always!!

Thank you again and we hope to see you soon!!!!

Blessings to you!!!”

Digital Marketing Director