Driving demand with content marketing

GSN is the leading provider of innovative customer engagement solutions in Australia and New Zealand. With the vision of “Making every connection count”, the company helps clients transform their customer and employee experiences with capabilities such as the Contact Centre software, Self-Service & Automation and Workforce Enablement solutions.

With the growing competitive intensity, GSN’s needs to customize its narrative and solutioning to engage effectively with customers. The traditional one-size-fits all approach is no longer enough to attract attention. Delivering great customer experience requires understanding of existing customer journeys, review of existing friction points and insights into key industry challenges.

GSN recognizes this need and decided to take an industry specific approach to address this challenge. It sought a research partner to help it gain insights into the two key customer industries – financial services and education sector. By leveraging research to produce an e-book, the company seeks to gain the attention of the key industry participants. Whether it is to learn something new, confirm a thought, address a concern, or to just understand more about a topic, GSN hopes to establish itself as an authority and a trusted source. It also realises that research is a crucial component for team capability development as they seek to develop strategic relationships with its clients.

Collaborating for deeper insights

In its journey to create impactful research, another party introduced GSN to twimbit. With requests to provide insights into customer experience in Australia and New Zealand’s financial services industry, twimbit started with research. The process was very collaborative, and the quality of the report delivered by the team impressed GSN so much that the company came back to work on another study.

“We were thrilled with the process and the outputs of the first encounter, so we returned the second time,” [KX1] said Sarah De Nicolo, Manager of Product Marketing at GSN.

GSN also enjoys the different reporting styles twimbit created. Specifically, the instabits, where twimbit works to compress long-form reports and present them in bite-sized infographics. This greatly impacted GSN’s efforts to make information consumption easier for readers. The instabits also made it easier for GSN to market on social media, as they were much simpler to add into EDMs (electronic direct mails) for campaigning purposes.“
In both studies, twimbit has been a pleasure to work with. Nothing is too much trouble, and we even met the agreed time frames,” said Sarah. “Together, we raised awareness of GSN as a brand within the customer experience space.” As a result, GSN was also able to better highlight customers’ pain points in the targeted sectors.

Success after twimbit

Here are some of GSN’s success at the end of our project together after collaborating closely on making these metrics possible and impactful.

• Awareness: Increase in the awareness of the GSN brand within the contact centre space and GSN’s thought leadership position in the industry
• Customer engagement on social media: twimbit’s industry reports helped GSN better relate to their customer’s pain points in specific verticals, such as the financial sector and the higher education industry. Its LinkedIn campaign also delivered effective marketing messages and were the top-performing ads on the platform.
• Relationship Building: GSN successfully nurtured existing leads with the GSN sales funnel. On top of that, the twimbit industry reports also helped generate a list of new leads for each campaign and supported lead conversions into direct conversations with the customers.