Too often content marketing strategies are based on the false assumption that your target customers actually want to read your content. AT&T recognized that attendees at the Mobile World Congress would have a lot of demands on their time and attention, so instead of just providing content, they needed to find a new way to make it engaging. In an effort to create something target customers would seek out, we took our inspiration from the consumer market and changed the way AT&T thought about B2B marketing.
User journey mapping
Native app design
altr, working with Market One Digital, took a cue from Quiz Up, one of the most popular consumer apps and designed and built a game-based CRM platform that busy executives could play during their commute to learn about AT&T’s Mobile Enterprise Management solutions.
The Great Mobile Challenge helped to educate users through an app and triggered, custom email streams that tracked their progress and pitted them in a friendly competition with their colleagues and peers. The app was the centerpiece of AT&T’s B2B marketing efforts at the Barcelona World Mobile Conference.