Skip Content

Ciena

How Ciena Helped One RSP Pivot During the Pandemic and Generate Early Returns

How do you effectively establish credibility and build brand recognition in large, crowded markets when the onset of a pandemic completely upends your traditional tactics?

This was the challenge a new metro and long-haul provider recently faced as it sought to penetrate the carrier and wholesale markets during a time when tradeshows and in-person events were no longer an option. Through its Partnership Success Model (PSM), Ciena rolled up its sleeves to help a client partner pivot and implement a new marketing strategy with digital campaigns, educational content and targeted outreach.;

Ciena mobilized its Marketing as a Service (MaaS) team and met with the provider to truly understand its business objectives and target customer audience as well as understand how its marketing would have to evolve amidst the COVID shutdown.

Through several collaborative sessions, Ciena and the provider identified Tier 1 target accounts and built initial contact lists for strategic engagement. Then, the Ciena MaaS team found better ways to leverage the unique sales and marketing tools already in place and paired the client’s existing marketing assets with new resources from Ciena. Together, the teams implemented and deployed a powerful martech stack.

Armed with these revamped resources, a dual-wave campaign was deployed to drive wholesale buyer interest at multiple touch points:

Wave 1 was designed to build brand awareness, engage prospects and illuminate how the customer differentiates itself from the competition through refined messaging and personalization. After a comprehensive content effectiveness and gap analysis, the team developed and deployed new short- and long-form content, thought leadership articles, email campaigns and website landing pages.

In Wave 2, the team attracted target audiences in high-bandwidth global content networks (GCNs) and financial services with a unique, compelling offer via customized tele-prospecting, advertising and account targeting.

Engaging prospects in multiple channels throughout the pandemic led to impressive results:

This new program outperformed traditional trade show marketing efforts, generating eight new business opportunities at Tier 1 accounts and adding approximately $45,000 in monthly recurring revenues. One opportunity even has an estimated total contract value of more than $2 million.

This collaborative project demonstrates that with the PSM, Ciena can help its client partners develop both foundational and easily adaptable sales and marketing tools to achieve their unique business goals. It’s one more example of how Ciena continues to partner and find new ways to create value for its customers – even after the initial project – to drive real results.

About Ciena MaaS 

With the Ciena Partnership Success Model, participants of the Ciena Partner Network can leverage a dedicated Ciena MaaS support team, resources and tailored services, and a suite of third-party sales and marketing technologies to support their unique business goals. The Ciena MaaS martech stack ensures clients get the benefit of the latest sales enablement and marketing tools and intelligence – without the heavy price tag and long-term contracts. Ciena client partners have access to unparalleled marketing strategy and tactical resources with detailed success reporting to see how their marketing investment is driving business success.

Check out these resources to preview Ciena's Marketing as a Service offering.