How FMI’s Consumer Survey Helped a Telecom Service Provider Become a Thorough Leader in B2B


The Challenge

A top-tiered company in the telecommunications industry was facing challenges in making a shift in its service offerings, from being just a utility to becoming a profitable business tool. The company was trying to target small, medium, and large enterprises with attractive business deals, and explore lucrative business opportunities in the B2B landscape. However, lack of understanding and awareness about the brand’s business strategies targeted at end-user businesses was one of the biggest challenges for the company. The client needed to devise an appropriate plan to promote its business environment for the B2B landscape with better clarity about its potential customers’ business needs. Apart from this, the client also wanted to diversify its services and offerings to stand out in a highly-competitive environment of the telecommunications industry. The company’s primary goal was to become a leader in the B2B segment of the telecommunications industry, and ultimately increase its revenues from B2B sales and opportunities.


As the negative impacts of the Great Recessions continue to ebb, global economic growth has surged significantly, especially in developing countries. Emerging economies such as China and India have been witnessing exponential growth in industrialization and urbanization, which is boosting developments in various industrial sectors. The sales and demand for smartphones have gained traction in developing nations. Positive growth potential for stakeholders from the telecommunications industry in the industrial sector has been triggering them to adopt appropriate strategies to consolidate their positions with attractive B2B deals.


After assessing the client’s current customer base and the target customer base, FMI proposed to modify business strategies vis-à-vis brand visibility and the changing needs of the target end-user group. FMI also analysed information about the client’s internal stakeholders and current strategies to identify the current the challenges that are hampering the company’s visibility for industry-based customers. FMI proposed improving the awareness about the brand’s innovative offerings for a specific end-user group, and focus on content marketing to target end-user engagement. Engaging the sales and marketing team in innovative campaigns to promote the client’s attractive deals for business and enterprises could help in improving the brand’s awareness.

The Result

On implementing innovative branding practices, the client could boost its revenue significantly through B2B sales. The marketing strategies suggested by FMI could help the client in improving its brand visibility among businesses across various end-use industries. FMI’s thorough research about growing industrial developments in emerging economies and increasing number of small- and medium-scale enterprises (SMEs) in the world influenced the brand’s salient upcoming strategies. The company also experimented with various forms of marketing, such as social media marketing, content marketing, and automated marketing, which further enhanced the brand’s visibility on a global scale. This helped the client in establishing a strong position as a leading telecom service provider for SMEs, and consequently, its popularity has increased among new businesses and start-ups, mainly in emerging economies.