Building the business-market sales engine for a national provider.
A major cable and telecom provider was built to sell to households, not businesses. TKI took its commercial and residential digital properties from concept to execution, and ran them, turning a residential operation into a measurable business-acquisition engine.
A push into the business market.
TKI partnered with a global media and technology leader to grow online sales into the small office and home office market. Working alongside the client's team, we built a practical plan to engage business customers and expand reach beyond the residential base.
An operation built for households.
The client, a major cable and telecommunications provider, wanted to grow in the small-to-medium business sector. But its marketing, tools, and sales motion were all built for residential customers, leaving it without the tailored strategy, online tooling, or dedicated sales force that business growth required.
Selling to businesses with a residential playbook.
Limited focus
Marketing effort was aimed at residential customers, leaving the business-market opportunity untapped.
Tracking gaps
Existing tools made it hard to track leads through the funnel or act on what the data showed.
Resource constraints
Internal limits held back the business-specific content and sales processes the market needed.
We mapped the funnel before we built for it.
Before building, TKI worked with the client to understand the business buyer, map the path to purchase, and design a funnel we could track and improve at every step.
Collaborative workshops
We worked with stakeholders to understand their goals, their buyers, and where the residential playbook fell short.
Prioritizing the pain points
We focused on the highest-leverage gaps: lead acquisition and the business customer journey.
Mapping the customer journey
We mapped the ideal path to purchase, identifying key steps and the channels that reach business buyers.
Building tailored solutions
We built a digital marketing plan and a scalable CMS to track interactions and drive conversions.
A business-market engine, tracked end to end.
A real-time bundle configurator.
We built a configurable cart that let business customers assemble their own service bundle and get live pricing on the spot, then submit it straight into the sales pipeline for follow-up. It turned a static brochure experience into an interactive quote-to-lead engine, capturing intent at the moment of highest interest.
Scalable CMS
A content platform built to run both business and residential properties, from concept through hosting and management.
Event-based attribution
Content and lead attribution controlled through the funnel by geo, channel, phone number, and campaign, so every lead traced to its source.
CRM and automation integration
Integrated with marketing automation and CRM so leads generated on-site flowed straight into nurture and sales.
Multi-touch measurement
A multi-touch attribution model and call tracking to measure every channel, cut cost per lead, and optimize the customer experience.
One measurable funnel, click to sale.
The client worked with senior TKI strategists to develop and deploy a centralized content platform tailored to customer acquisition, retention, and the upgrade of existing services. At its core was a measurable digital sales funnel with channel-based tracking, so every stage could be seen, attributed, and improved.
The customer journey was mapped end to end, identifying the touch points and moments of engagement from first research to post-service feedback. Integration with marketing automation and CRM enabled automated lead generation and distribution, driving operational efficiency across the sales pipeline. Tag management and analytics fed continual customer-experience adjustments, so the client could keep optimizing lead flow and journey over time.
Stronger lead generation. Automated lead flow into nurture and sales shortened prospect interaction, opened more sales opportunities, and grew revenue.
A better customer experience. A standardized web interface and a centralized information hub lifted engagement and satisfaction, improving retention and brand sentiment.
Greater online visibility. SEO drove organic traffic to the sites, expanding reach within the target business markets.
A residential operation, rebuilt to win business.
By focusing on the business buyer and building a funnel we could measure, the client grew online sales and lead generation at scale, and eventually brought platform management in-house for sustained growth.
Increase in online sales. The business-market engine helped acquire more than 2.5 million business customers and became a core channel for commercial growth.
reduction in cost per lead through multi-touch attribution and call tracking
increase in leads generated across the business funnel
business customers acquired through the platform
Ready to build a funnel you can actually measure?
TKI takes acquisition platforms from concept to execution, and makes every lead traceable from first click to closed sale. If that is what you need, let's talk.
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