Lifting BT Business’s customer experience
Two effective marketing sites to better engage B2B customers
Byng developed two key websites for BT Business which introduced a new look and feel to the BT Group. Both of these sites sit firmly within the bt.com domain and serve to market important business functions.
The first, ‘Insight’ is an integrated part of the business.bt.com main domain. The site serves as a thought leadership hub, aiming to engage customers by providing value added content and build deeper dialogue with prospective customers or outsiders. The site is based on a responsive design by Work Club and relies on a deep taxonomy of tags to display relevant content. Content managed was provided by Pimcore, allowing a WYSIWYG approach to managing rich content across the site. Capturing leads was made possible with a Salesforce integration.
The second site is a lead generation platform for BT Business’s IT services division (now called BT IT Services). Using a similar tagging system to Insight, the site displays relevant content to prospective customers, improving engagement and likelihood of conversion.
New look for BT Business with the delivery if first site: BT Insight
Continued roll out of new design language, second site: IT Services