babyTEL Campaign

babyTEL (now Cloudli) is a Unified Communications Service Provider for small, midsize, and large enterprise.

Business Phone Campaign

As part of babyTEL's go-to-market strategy for their new cloud-based phone system for small businesses and entrepreneurs, I developed a multi-channel program to drive awareness and generate leads among Canadian SMBs. The first channel I tested was a Google PPC campaign with A/B tested landing pages and ad variations. This channel was not a good fit for babyTEL since large telecom competitors were outbidding us at a loss to gain market share, making it impossible to compete on budget alone.

To find a more cost-effective path, I pivoted to a program that tested multiple channels simultaneously. We produced a webinar with the VP of Sales highlighting the value of the phone solution for SMBs and entrepreneurs, supported by a LinkedIn Sponsored Update and Inmail campaign driving traffic to a webinar registration landing page. After refining and extending the program, the campaign generated 400 users and $10,000 in ARR.