Case Study: Telstra Enterprise achieves more personalised ABM engagement with Green Hat

Telstra Enterprise scales 21 creative assets with Green Hat

Telstra Enterprise, a B2B division of the Australian telecommunications company, faced a challenge in personalizing its communications after simplifying its go-to-market model. They needed to tailor their 'connection' value proposition to specific key accounts and different stakeholder personas, including HR, OHS, and Operations personnel. To address this, Telstra Enterprise engaged vendor Green Hat to develop an Account Based Marketing (ABM) pilot and messaging strategy.

Green Hat developed a creative platform with the central idea "For a happy crew, and customers too," which enabled personalized messaging for different personas while maintaining brand cohesion. This solution was adapted into 21 distinct assets across channels like LinkedIn, EDMs, and digital ads. The Green Hat ABM pilot resulted in heightened brand awareness, positive engagement metrics, and a positive feedback loop from Telstra Enterprise stakeholders, indicating the campaign was delivering sound results.

Telstra Enterprise