Enghouse Interactive is a leading provider of customer experience technology designed to help businesses get the best from customer interactions, using digital or voice communications. It offers cloud and premise-based solutions for multi-channel contact suites, interactive voice response systems and attendant/operator consoles.
As Enghouse primarily works with resellers and distributors, it found that the end customer didn’t always know about Enghouse. Whiteoaks was tasked in 2012 with raising the company’s profile and brand awareness with both the community of resellers and distributors who sell Enghouse technology and end users, to give all customers confidence in Enghouse’s credibility and authority, and in its products.
Whiteoaks’ programme has included:
•Building long-lasting relationships with relevant media
•Creating targeted industry-leading content, including whitepapers and case studies
•Developing and managing social media campaigns to grow a share of voice online.
Using its extensive knowledge of the contact centre and customer experience media landscape, Whiteoaks mapped key titles in the industry, and developed materials such as whitepapers and thought leadership content, to position Enghouse as an industry leader.
Adopting the Whiteoaks ‘content with intent’ approach, the materials were written for two different audiences. For resellers and distributors, they demonstrated expertise on new trends and products and their value to the end user. For end users, the focus was to educate them about the brand, what they can offer and how they can help improve business processes and customer service levels. The content has also been used to support the product and solutions campaigns that Enghouse has been running in-house.
Whiteoaks also developed a social media strategy in tandem. Creating a voice on social media has been important in engaging with key industry influencers, experts and customers.
Over the course of the six-year relationship, Whiteoaks has successfully positioned Enghouse as a leader in its field and the media now regularly approach Enghouse for comment and content. In the last year alone Whiteoaks has secured 74 pieces of coverage across a wide range of trade and reseller publications such as MyCustomer.com and Comms Business.
Whiteoaks has consistently delivered content that is of interest to Enghouse’s community which has helped build a position of trust with existing and potential customers. Through repurposing thought leadership articles and whitepapers, Whiteoaks has maximised the reach of the content it has created. This has allowed multiple pieces to be created from one original creative idea, covering social media, advertorials, blog posts and email campaigns. Case studies have demonstrated Enghouse’s expertise including with Helly Hansen and Nottingham City Homes.
By providing well-written, industry-leading, compelling content pieces, Whiteoaks has enabled Enghouse to extract further value from core materials and gain an even greater return on their investment.
“By working with Whiteoaks we have raised our profile and credibility within our target buying communities and this, in turn, has led to higher conversion rates in the opportunities we engage with, typically in faster times than we previously saw.”
Jeremy Payne, VP Marketing, Enghouse Interactive