AT&T: Revolutionizing B2B Engagement with Game-Based CRM Solutions
At the Mobile World Congress, AT&T needed to make their content engaging for attendees with high demands on their time and attention. To generate interest, Delve took inspiration from the consumer market and changed the way AT&T thought about B2B marketing.
- Digital
Making B2B marketing more fun.
Delve acquired altr, a digital design and innovation firm, in 2023. altr completed the work below before the acquisition. Learn more about altr.
Research & Plan
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.
Key Project Methods & Deliverables
- Campaign development
- CRM strategy
- Experience design
- User journey mapping
- Native app design
- Visual design
- Naming
- Messaging
Concept & Test
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.
Design & Deliver
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.Isometric Illustrations
Marketing Platform
Learn more about Delve Digital Product Design & Strategy Development services.
Digital Product Development at Delve
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