GENBAND’s Digital Marketing Plan
EXECUTIVE SUMMARY
GENBAND is a B2B telecommunications company providing network equipment solutions based on Voice over Internet Protocol (VoIP) infrastructure, multimedia applications and solutions for fixed wire line, mobile and cable network service operators. Current telecommunication equipment demand is for technologies allowing the transition from the old wire line to the broadband and wireless capabilities thus allowing consumers to use phones, tablets and other wireless devices with faster and reliable connections and the capability to video stream and download massive amount of data and video over fixed and mobile network. GENBAND’s challenge is to sell products and services to telephone service and cable providers who will be able to implement and use GENBAND’s VoIP technology in their current network infrastructure or as part of their network transformation. There are several competitors in this field including large corporations with more prominent names; however even though GENBAND is a small company, it has innovative and quality products also invest heavily in research and development and is agile in reacting to customer’s needs as well as markets conditions.
GENBAND is very active in the digital media space and has a presence on Facebook, Twitter, YouTube, RSS, LinkedIn and its own GENBAND Blog. The digital marketing plan proposed has the goal to increase company awareness and knowledge of product portfolio.
For some reason I thought, when you told me your company's name a few weeks ago, that Genband was a pharma....I never would have guessed it was a telecom....like some company that sells gastric bypass bands. Facebook for B2B telecom?...seems like an unusual avenue to me. It seems to me that your target of telecom decision-makers and decision-influencers would not be found on mainstream social networking forums. Are there more technical forums you could target, where people discuss equipment and bandwidth needs? You could post interesting information there and answer questions that could indirectly get people to want to learn more about you? Become a technical telecom discussion board thought leader.
ReplyDeleteHi Kurt,
ReplyDeleteIf I recall I mentioned to you that I used to work for Nortel Networks and my current employer GENBAND, bought one of the divisions (VoIP) when Nortel filed for bankrupcy. Also last Sunday in the team meeting, you were wondering why the companies have FB accounts ? In GENBAND's case is mainly Company's digital presence and brand awareness.
I also showed you my Company's FB account including mentioning that the site talks about Industry events where it participates, product solutions and technicacl capabilities, as well as to brag about company's 'WINS" and employees engagement. The site has many videos with product, event and solutions content as well.
Please feel free to browse GENBAND's digital presence and you can connect to all the platforms via the company's main website:
http://www.genband.com/