Cincinnati Bell Technology Solutions (CBTS) is a wholly-owned subsidiary of Cincinnati Bell, Inc., providing technology solutions for businesses, with solutions for emerging, midsize, and enterprise customers ranging from data centers and IT outsourcing to voice systems and disaster recovery.
As a CBTS consultant for CBTS in the capacity of Content Manager, I helped them transition from agency reliance to leveraging in-house resources on virtually all communications strategies, including search engine marketing, business-to-business content development and management, and exposure to the digital marketing arena.
The primary project I led was the enhancement of their current Web site to include a customer relationship portal, called myCBTS. I developed the prototypes, and even a blogging interface. And developed content for virtually all IT topics, as qualified with Gartner Research. The target audience for this portal is the Emerging Small Business.
Market research. Collected, organized, edited, paraphrased, wrote new content about the vertical high-tech markets that currently buy the product(s) or service(s) that CBTS promotes and sells.
Market dynamics, patterns, including seasonality. Researched and incorporated customers’ demographics, market segments, target markets, needs, and buying decisions within various communications collateral, including white papers and customer relationship-oriented online content.
Competitive analysis. Interviewed internal business stakeholders to ascertain relevant products to promote – what’s out there now and what’s the competition offering – including industry sales trends, vendors and partners, next-gen technologies (4G and LTE), and Green computing, just to name a few. Target market analysis focused on CBTS’ niche markets and industries in the following business segments:
o Health Care
Competition. I led the executive team and key internal Web developer in articulating their customer conversion funnel, utilizing digital marketing strategies, including natural Search Engine Optimization (SEO), paid Search Engine Marketing (SEM), affiliate harketing, link exchanges, and syndication (blogs and RSS feeds). A key aspect of the sales portal is the ability to follow up on qualified leads, track sales, and site visitors. Tag clouding was another innovative method I recommended to help foster link building and sharing among the users’ communities, and to help convert along the sales funnel.