The Challenge of Modernization

The biggest challenge for 8×8 was gaining customers in a time where most B2B and B2C customers start their search online. The usual sales tactics of calling bought lists were not enough. We had to expand the demand generation efforts of 8×8 by attracting customers through best-in-class SEO and content marketing. The project consisted of addressing three issues:

Finding the right type of customers for telecommunication/VoIP solutions.

We needed to understand the customer’s journey. Where, when, and how did they start their search online? The critical question to answer was the intent. Were they simply looking for information, signing up for a demo, or considering a purchase?

Overtaking competitors’ keyword rankings and digital market share.

The telecommunications industry is very competitive. High-growth startups like Zoom lead the way in VoIP. Companies like Nextiva focus on particular niches of the market. What we needed was a section of the market that had high search volume and high intent. Better yet, if our competitors ranked for these keywords, but their content was thin.

Determine the right content marketing strategy and tactics.

Once we knew what a customer was searching for and why we needed to figure out how to attract them to our website. With the many different types of content we could syndicate, we had to value what would efficiently benefit the most.

Solution

We provided extensive competitive keyword research and SEO strategies to create an authoritative content marketing funnel. We found a cluster of high search volume keywords that our competitors ranked; however, their content was paper-thin and ineffective. The solution was to syndicate content around these keywords with effective metadata structure, hierarchy, and copy.

The strategy allowed 8×8 to overtake our competitors in the local presence market radically, and in turn, grab their customers.