Operating since 1998, Amcom is the leading challenger brand in the Australian telecommunications market serving more than 1,000 organisations with over 380 employees across Australia. Recently recognised as an ABA100 Winner for Marketing Excellence in The Australian Business Awards 2014, Amcom champions gender diversity, supports Startup Weekend Perth, hosts a regular seminar and thought-leadership series and challenges the big three telecommunications companies with new products and services.
To create a new value proposition for the Amcom Cloud Collaboration (ACC) and develop a new selling and marketing framework for the product, Amcom created the ACC Go-to-Market (GTM) team comprised of key representatives from each business unit. For the launch, Amcom used an external research agency to co-create a sophisticated market research tool to drive customer service improvements.
“Launching an innovative business solution such as Amcom Cloud Collaboration (ACC), is always an exciting opportunity. Utilising a national campaign, we were able to shift from traditional feature based messaging to focus on how we could partner with our customers to help solve genuine business challenges,” said Amcom’s Business Manager of Marketing, Jon Amery. The GTM strategy delivered a range of integrated campaigns, events and creative assets in a very short amount of time including a website and thought leadership video series along with social media campaigns to create customer awareness and interest in ACC.
The launch of ACC allowed Amcom to engage with customers in a new way. No longer selling product features, Amcom strives to help customers achieve more productivity within their workforce. “The launch of ACC was a fully integrated national awareness, demand generation, and lead nurture campaign that was backed by content creation and event based activity. The overall result was awareness, interest, and demand that far exceeded our expectations,” said Amery.