Taking ABM to Another Level
As a networking systems, services, and software company, Ciena enables its clients to adapt within ever-changing environments to deliver richer, more connected experiences for their business and users. As demand continues to grow, Ciena has a duty to help its customers and partners prepare for and meet this demand.
MOI’s response was to work with Ciena to build an experiential tool that provided senior network decision makers from the telco’s buying committee with interactive, digital experiences offering local insights and company-specific recommendations.
Combining bite-sized assets detailing industry trends from a recent network study by Ciena with interactive content, the tool gave customers the ability to simulate projected bandwidth demands and test the performance of their network against a series of real-world scenarios.
The tool would also provide capacity and cost analyses on their selected projections, with customers receiving tailored recommendations on how their networks must adapt to meet future demands.
Personalised emails were sent to the key decision makers, with access to the experience gated by domain name. This ensured only target prospects with the appropriate credentials could interact with the tool and receive the tailored recommendations.
MOI delivered a really user-friendly experience that engaged the audience and drove them to take action beyond expectations. We’re delighted with the results and are already developing the tool for use in further campaigns.