How Airtel Business created a successful modern marketing approach
How Airtel Business created a successful modern marketing approach
Context
Airtel Business has always been an early adopter of modern martech tools. However, managing a complex martech ecosystem required significant time and operational effort, diverting focus from strategic growth initiatives.
As Airtel expanded beyond mobility into SD-WAN, CPaaS, cloud, and data center solutions, it needed a more efficient go-to-market strategy to support enterprise customers globally.
Challenges with Traditional Lead-Based Targeting
Lack of Account Visibility
Lead-based targeting focused on individual contacts, creating blind spots across large enterprise accounts.Low Account Penetration
Enterprise deals involved multiple stakeholders, but engagement was limited to only a few contacts.Scattered Data
Data existed in silos, preventing a unified view of accounts and buyer intent.Uncoordinated Content
Content engagement was inconsistent and failed to address collective account pain points.Siloed Teams
Sales and marketing teams worked in isolation, reducing efficiency and impact.
Business, Marketing & Technology Requirements
Business
Improve cross-sell penetration in existing enterprise accounts and position Airtel as a technology partner, not just a telecom provider.Marketing
Adopt an integrated ABM-led campaign strategy and understand buyer personas and decision-making units.Technology
Integrate data across platforms, capture account intelligence, and prioritize accounts for SDR outreach.ABM Strategy & Approach
Airtel Business implemented a demand-centric ABM strategy focused on both demand creation and demand capture. This ensured seamless progression from awareness to conversion.
Intent-Based Targeting
Identification of in-market accounts using intent signals and ICP mapping.
Personalized Messaging
Industry-specific and persona-driven content strategies to improve engagement.