Comcast Wholesale needed a content marketing strategy, as well as the Drupal-based infrastructure to make it work.
Comcast Wholesale, a B2B unit of Comcast, reached a point where traditional marketing wasn’t doing enough to communicate decades of innovation and experience within the cable and broadband space. They had stories to tell and success to tout, but no means with which to do it. Comcast Wholesale needed a content marketing strategy, as well as the technological infrastructure to get it done.
As a B2B marketing agency, we had spent the previous year experimenting with CRM and marketing automation platforms for our internal content marketing strategy. We focused on Pardot and Salesforce in particular.
Separately, Comcast Wholesale, already running several Drupal marketing websites, was looking into Pardot to boost its content marketing and customer nurturing efforts. It was a natural fit for us, being experienced with both Drupal and Pardot. But the question quickly arose—how could we help Comcast Wholesale talk to a very specific niche on a regular basis?
Defining the Customers and Prospects
We started by immersing ourselves in the space in order to understand what, and to whom, we were selling. This included poring over product briefs, videos and webinars from cable trade shows, trolling LinkedIn groups—anything we could get our hands on. Comcast Wholesale helped us understand their complex audience, and we defined a series of personas that outlined the concerns, triggers and motivation for key influencers and decision-makers per product line.
Pardot + SalesForce Integration
Drip campaigns were designed and implemented in Pardot to capitalize on known triggers. All this was made possible by field mapping Pardot to SalesForce. We coordinated forms and email collection fields across multiple Drupal sites using a single Pardot instance and are able to gather and act on customer intelligence across each property. All the while, an ongoing communication strategy was designed to create regular, insightful content that only Comcast Wholesale’s experts could produce.
Completing the Ecosystem
Working in conjunction with B2B branding agency Leopard Ogilvy, we provided UX and technical strategy and incorporated Leopard's slick design that spoke to Comcast Wholesale’s future-focused vision. The result was a suite of enterprise Drupal websites, complete with custom intranets and internal tools that enable content management and production. Tied together with SalesForce and Pardot and analytics, the marketing ecosystem we helped Comcast Wholesale build is an end-to-end marketing platform. Built for marketing, empowered by content, and driven by sales, there’s a lot more to these Drupal sites than meets the eye.
Visit the site at www.comcastwholesale.com.