Client: MTN Business


Project: SME Acquisition Campaign

How can a telecommunications company acquire new SME customers?


With a new suite of products and services that are perfect for the small to medium enterprise (SME) market, MTN Business wanted to drive adoption by SME’s and aggressively grow their customer base by driving leads into their contact centres.


SME’s are in varying phases of business maturity and are constantly on the lookout for ways to learn how to grow their companies.


We decided to interrogate the pain points that SME’s face; depending on where they are on the business maturity curve and then develop unique content that helps them resolve these pain points in a practical way. Each SME decision maker was taken on a journey with MTN Business by using content to nurture them through a purchase journey and marketing technology to score each lead and automate the process.


We took an outside in approach, speaking to what matters to the SME instead of a more traditional inside out approach which focuses on what matters to MTN Business.


This campaign generated thousands of leads for MTN Business and is currently still running.